7 Conversion Copywriting Hacks You’ll Wish You Knew About Sooner

Note: The following copywriting tricks are reprinted from the ebook 21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions. You just lost some potential revenue. There goes some more. A poor conversion rate will pick your pocket day after day…

Note: The following copywriting tricks are reprinted from the ebook 21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions. You just lost some potential revenue. There goes some more. A poor conversion rate will pick your pocket day after day. That’s why you’ll love these 7 conversion copywriting hacks. They’re quick and easy. And...

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Business Email: Don’t use a “NOREPLY” Address

Have you ever received an email from a “noreply@” address? Of course, you have! This is a “standard practice” that many companies do that removes the human element from your emails. Do you want your customers to open and engage with your emails? Don’t be a robot. In this video, I give you an easy […]

The post Business Email: Don’t use a “NOREPLY” Address appeared first on CXL.

Have you ever received an email from a “noreply@” address? Of course, you have! This is a “standard practice” that many companies do that removes the human element from your emails. Do you want your customers to open and engage with your emails? Don’t be a robot. In this video, I give you an easy step to make your emails more human.

[This post contains video, click to play]

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Transcript:

Your company is sending emails. But what should the sender name be, on those emails? (rock music) Whatever you do, at least don’t send emails out of a @noreply email. So you’re sending emails to me, but I cannot send emails to you? That doesn’t kind of jive. And essentially you need to be customer-centric right? So it’s, you want people to respond, you want engagement. So it’s like yes reply would a better one. But of course don’t put like, machine names into the sender, sender names and emails. Use a human name. Who is actually sending out this email? Is it Linda? Is it Suzy? Is it you? Whatever your name is. Make it come from you. So let’s say your name is Linda, and I’m subscribing to your newsletter. And then you quit and move on, and Robert takes over, and Robert starts sending emails. I don’t know who Robert is, so when I see an email from Robert, I’m like who the hell is this guy? I’m gonna unsubscribe. I’m gonna hit spam. So people change, that’s normal. People will you know, do stuff. So, and you are a company. So, the better way to do this, while still keeping a human face to emails, is to send from John at this company, or you know, Pep from CXL sends emails. Or if you know, my colleague Wade sends emails, then it’s Wade@CXL. So we always know, ah, this is this company, it’s just somebody else. So be a human, don’t use no reply, and don’t use robots. (rock music)

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How to use domain names for marketing

Although many small businesses do just fine with using one domain name, companies of all sizes can certainly benefit from registering multiple domain names as part of their domain name strategy. Having multiple domain names can provide sound marketing opportunities to engage your customers and to help grow your business. Best of all, a domain […]

The post How to use domain names for marketing appeared first on Marketing Land.

Although many small businesses do just fine with using one domain name, companies of all sizes can certainly benefit from registering multiple domain names as part of their domain name strategy. Having multiple domain names can provide sound marketing opportunities to engage your customers and to help grow your business.

Best of all, a domain name is versatile. Depending on the type of marketing campaign you’re running, you have the flexibility to tailor your approach. For example, you can utilize a domain name for something that requires very little investment of your time or money by simply pointing a specific domain name back to your existing website, or redirecting it to your business’s social media page. But if you have more time and/or a larger budget, you can create a campaign-specific landing page or even develop an entirely new website.

Let’s consider some of the following more specific strategies on how to leverage a domain name in your marketing:

Highly targeted campaigns

If you’re thinking of launching a one-off marketing campaign that targets a very specific or distinct audience from your company’s core audience, consider using a different domain name that points to a new landing page. A giveaway, special event, loyalty program, trade show or even a commercial are good examples of when you might want to use a unique domain name and landing page that is separate from your main website.

This option has many benefits. It allows you to:

1. Tailor content specific to your targeted audience.
2. Try creative ideas.
3. Test messaging that’s different from your main “corporate” tone and feel.
4. Easily track your campaign’s results.

Specific products and services

Sometimes it makes sense to “brand” a specific product or service with its own domain name and website. Just look at Coca-Cola, where many of their popular products have their own dedicated websites, such as dietcoke.com, dasani.com and minutemaid.com.

For example, let’s say you’re a realtor and want to showcase a high-end premium property. You could register the actual address (e.g., 123nameofthestreet.com) as a domain name and direct potential buyers back to a targeted landing page that provides property details, photos and/or videos.

Or perhaps you’re an established commercial architectural firm and want to expand into the residential arena. Register a new domain name with that specific market in mind, and leverage it with a new website, social media channels and branded company email. It merits consideration because it may help with any confusion that may arise between your commercial and residential clients.

Getting creative

Marketing can be tough in a heavily saturated market, but here’s the great news…you have many options when it comes to creating a domain name to help boost your efforts, especially in terms of user memorability and search. Consider using a:

1. Particular day — www.blackfridaycardeals.com
2. Season or holiday — www.snowydestinations.com
3. Location — www.bestbakeryinlondon.com
4. Campaign slogan — www.keepdreamingup.net

Need inspiration? Try a domain name suggestion service like NameStudio™. Quick and easy to use, NameStudio helps you brainstorm with ease, providing unique and relevant suggestions that help you stand out from the crowd and resonate with your target audience.

You can try NameStudio here.

Just to recap…

You don’t have to register thousands of domain names to succeed in today’s competitive marketplace. But with a good domain name strategy in place, you can use a few additional domain names to enhance your marketing efforts, which could help create more opportunities to grow your business and keep your existing customers and clients highly engaged.

Any company, product and service names and logos referenced herein are the property of their respective owners and are for identification purposes only. Use of these names and logos does not imply endorsement.

The post How to use domain names for marketing appeared first on Marketing Land.

Why You Shouldn’t Use Bright, Saturated Colors for Backgrounds

Are you choosing colors for your interface that strain the user’s eyes? If you’re using a bright and saturated color for your background, you’re making it hard for users to keep their eyes on your page.


Are you choosing colors for your interface that strain the user’s eyes?

If you’re using a bright and saturated color for your background, you’re making it hard for users to keep their eyes on your page. Bright, saturated colors attract the most user attention. Too much of it in a large area overstimulates the retinas which can strain the eyes.

brightness_saturation_color-comparison

For example, stare at the color swatches in the image above. The left column consists of colors with maximum brightness and saturation. The right column consists of colors with 80% brightness and 80% saturation. Your tolerance for staring at the left column will be lower than the right because the bright, saturated colors are harsher on your eyes.

Brightness Vs. Saturation

Brightness and saturation are different color properties. The former refers to how much white or black is mixed in a color while the latter refers to the amount of gray in a color.

Increasing brightness is not the same as decreasing saturation. When you decrease saturation, you turn the color into a shade of gray. When you increase brightness you turn the color lighter but without making it gray (source).

brightness-vs-saturation

Effect of Color on Attention and Arousal

A study, “Effects of hue, saturation and brightness”, discovered that colors with high saturation and brightness attract the most attention. It concluded that these color properties are more important in attracting attention than hue.

Two other studies, “An arousal effect of color saturation” and “Color and emotion”, found that bright, saturated colors are linked with higher arousal. Hue also affects arousal, but saturation and brightness have a greater impact.

Reserve Bright, Saturated Colors for Buttons

Bright, saturated background colors will draw user attention, but it won’t hold it. Using them is like screaming at users when they’re in front of you. You’ll get their attention, but they’ll soon look away because you’re jarring them.

It’s better to only use them on interface elements that demand user action such as buttons. The color will draw attention to those elements when users are ready to act.

bright_saturated-button

Use Darker, Less Saturated Colors for Backgrounds

It’s better to make your background color darker and less saturated. Darkening the color decreases the white in it while desaturating the color increases the gray in it. This tempers the color intensity it has on the eyes.

Not only that, but they don’t compete with page text or content for attention. This allows the user to read the page easier without distraction.

bright_saturated-background

How to Pick Your Background Color

There are many combinations of saturation and brightness you can use for your background. A color grid is one approach to help you find the right background color for your interface.

Start by picking a hue and set it to the maximum brightness and saturation in a swatch. The hue value will remain a constant and be the reference point for adjusting the brightness and saturation levels.

color_grid-1

Duplicate the hue swatch to create new swatches that have lower levels of saturation and brightness. Reduce the levels in multiples of 10 and spread them out so that you have a wide range.

Place the saturation swatches to the left of the hue swatch and order it from lowest to highest saturation. Then place the brightness swatches to the right of the hue swatch and order it from lowest to highest brightness.

The green colors in the example are not optimal to use yet because they still have a 100% brightness or saturation level. Instead, they’ll serve as a baseline for finding more optimal colors.

color-grid-2

Create a second tier of swatches by reducing the brightness and saturation of the swatches in the first tier. Reduce the levels the same amount for each set of swatches.

Notice the second tier of desaturated greens are now at 90% brightness and the darkened greens are now at 70% saturation. None of the second tier greens have a 100% saturation or brightness level. This makes them ready for the designer to use.

color-grid-3

You may want to explore further if you’re not satisfied with the second tier greens. In that case, reduce the levels in increments again to create a third tier of greens. Now you have eight optimal greens to choose from.

You can explore even more colors by increasing the breadth and depth of the saturation and brightness ranges. The right choice of background color also depends on whether it has good contrast with your text and images. Your background color should mesh not clash with them. If you’re having trouble deciding, survey your users.

Examples of Good Vs. Bad Backgrounds

Below are examples of homepage backgrounds that strain the eyes compared with ones that soothe the eyes. Notice how long you’re able to fixate on the good pages versus the bad ones.

good_bad-greens

(Bad greens Panic / Prismic, Good greens FreshDesk / Sigstr)

good_bad-reds

(Bad reds Telepath / Meat, Good reds AppFigures / Jackie)

good_bad-blues

(Bad blues Compose / DareIt, Good blues Republic / MailTag)

Aesthetics & Usability

Next time, before you settle on a background color, think about how that color will feel on the user’s eyes. Are your brightness and saturation levels optimized? Are users able to read the text with ease?

Color influences the aesthetics of a design, but it also influences the usability of it. Designers need to pay attention to both and make them work in tandem to please the eyes. You don’t have to sacrifice usability for aesthetics when you can have both to create a great interface.


Manager Trouble, What Do You Do? (Value Your Craft & Yourself)

Are you having issues with your manager? What do you do when your manager just doesn’t get it and it’s difficult to get work done? Value your craft and yourself, don’t work for a manager that forces you to do your job wrong. Learn what you should do if your manager pushes back. Stand up […]

The post Manager Trouble, What Do You Do? (Value Your Craft & Yourself) appeared first on CXL.

Are you having issues with your manager? What do you do when your manager just doesn’t get it and it’s difficult to get work done? Value your craft and yourself, don’t work for a manager that forces you to do your job wrong.

Learn what you should do if your manager pushes back. Stand up for yourself and what you believe in. Do quality work for quality people.

[This post contains video, click to play]

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Transcript:

What do you do if your manager just doesn’t get it? (rock music) So let’s say you work for a manager, and your job is to be the content marketer, so you wanna write some really good shit. Some in-depth posts, stuff that will help people, but your manager says, “No no no no, “we just need as many as possible for SEO, “just gonna put these with 300-word articles out there, “we need 70 a month, or whatever.” What do you do in that situation? Or, the other day, I was talking to somebody who says they have conversion optimization program, they were running A/B tests, and her boss forces her to deploy tests where the statistical significance is 65%. That’s like flipping a coin, you don’t know anything. And I mean, don’t even get me started when you should end A/B tests. The main point is that if your manager just doesn’t get it, and makes you do bad work, what are you do in that situation? First of all, you should try to educate. You should try to educate the manager about why it’s important to be better, why it’s important to know your statistics, ’cause otherwise, we’ve rendered the whole CRO process useless. It’s just a waste of money. Or, you know, we can’t build a good brand if we’re publishing rubbish content. And whatever it may be, value your craft. Be a specialist. Be somebody who has standards. Stand for something. And if your manager still doesn’t get it, and you’re getting a lot of pushback, move on! Quit! Go somewhere else! Lots of companies run where they value your kind of people. It’s your life. It’s not worth wasting. So don’t work for a jerk boss. (rock music)

The post Manager Trouble, What Do You Do? (Value Your Craft & Yourself) appeared first on CXL.

eCommerce on Facebook and Instagram: What Leading Companies Are Doing in 2018 (Adidas, Crate and Barrel & Nixon)

We take a critical look at three best-in-class brands—Adidas, Crate and Barrel, and Nixon—are their Facebook eCommerce strategies. Read to learn more!

Each year, we analyze the websites of leading eCommerce sites across dozens of categories to see which features best-in-class brands are using.

In this piece, we take a critical look at how three best-in-class brands —Adidas, Crate and Barrel, and Nixon—are promoting their brands and products while retargeting customers using Facebook’s extensive marketing platform, including Pages, Messenger, and Instagram.

Note: Curious how your social media presence and advertising strategy compares to your competitors? We can help. Contact us here.

Example #1: Adidas

33.8 Million Likes on Facebook | 19.9 Million Followers on Instagram

Adidas is seeing low ROI on Facebook video posts

For a company like Adidas that targets active people, it makes sense that video would be a central part of their brand strategy.

However, Adidas’ videos are currently not working on Facebook.

Once a success story for video advertisement on Facebook, this year, Adidas has stopped buying video ads while they review the return on investment. In fact, they’ve stopped posting at all.

The last post on the official Adidas U.S. page is from March.

Adidas last Facebook post was over 2 months ago.

What happened? Changes in the way Facebook shows brand content to its users.

Since 2014, Facebook has been slowly decreasing organic reach for Pages, requiring organizations to pay to reach their fans. Companies had grown used to this.

But, throughout the first half of 2018, we’ve seen even more dramatic changes to Facebook’s business platform.

In January, Facebook reinforced its priority to rank the posts from friends and family in the news feed over posts from organizations and other pages. While Facebook still offers boosted posts (sponsored posts that show in a users news feed), they won’t reach everyone.

Some Facebook users no longer see any posts from brands and organizations they follow, not even sponsored posts.

So Adidas has turned to Instagram

Currently, users are more likely to see organic content from businesses in their Instagram feed than their Facebook news feed, and Adidas is taking advantage. Their videos are crushing it on Instagram, consistently pulling in between 150,000 and 350,000 views.

Adidas has turned to Instagram and the reach has been very successful.

Marketing takeaway: If your brand, like Adidas, is well-suited for video content, consider promoting that content on Instagram over Facebook.

Of course, you might not want to abandon Facebook altogether. A better way to get videos shared on Facebook is through your fans. Create video content worth sharing, and your fans will spread the love for you.

Over 49.6 million views on YouTube

Facebook eCommerce: If you share great content, your posts will get a better reach through sharing

Retargeting Ads on Instagram

Here’s an example of a retargeting ad from Adidas. Users browsing Instagram on their phone will see the ad in their feed among regular posts from other friends, family, and brands that they follow.

Retargeting ad inside of a feed in Instagram

In the desktop version of Facebook, retargeting ads appear outside of the feed.

Facebook eCommerce: Retargeting ad appears outside of feed in right column

Another strong retargeting option is Facebook Messenger ads, which allows users to flip through multiple product images with ad copy.

Facebook eCommerce: Retargeting ad inside of Facebook messenger

Marketing Takeaway: It appears that a low ROI on organic and sponsored posts (including video posts) is impacting many brands—not just Adidas. But we found other brands that continue to have a strong daily active fan-base on Facebook, such as Crate and Barrel.

Note: Want to know where to place retargeting ads to see the best ROI? We can help. Contact us here.

Example #2: Crate and Barrel

815,914 Likes on Facebook | 1.1 Million Followers on Instagram

The Wall Street Journal explains that only three years ago Crate and Barrel had a tiny social media presence and relied, instead, on print media.

Today, Crate and Barrel has a flourishing social media presence, especially on Instagram and YouTube.

The retailer spends more than 50% of its ad budget on digital media and, as of March 2018, 47% of its revenue comes from online sales.

Crate and Barrel posts daily to maintain an engaged Facebook fanbase

While many other brands have seen a decrease in engaged users on their Facebook content, Crate and Barrel posts daily with high levels of engagement.

We don’t know how much of this engagement is sponsored and how much is organic; however, for brands like Crate and Barrel, daily engagement with users can have positive results in the algorithm responsible for how many users see your content.

Crate and Barrel posts that have the highest level of engagement (shares, likes, and comments) are often about discounts or humor.

Facebook eCommerce: Utilize your own hashtag to make your company stand out

They also use branded hashtags that, when clicked, show related posts.

Facebook eCommerce with custom hashtags

They double up on their Facebook/Instagram presence

Many of Crate and Barrel’s posts were originally posted on Instagram and reshared on Facebook.

Facebook eCommerce: Share your content from Instagram to Facebook

Their branded content performs better on Instagram

In October of 2017, Crate and Barrel announced a partnership with Reese Witherspoon, including selling the celebrity’s lifestyle and fashion brand Draper James. As part of this partnership, Witherspoon creates paid ads for the brand.

Starting in March of 2017, Facebook simplified its policy guidelines to allow companies to publish branded content more easily. These posts and videos are tagged with the word “Paid.”

Facebook eCommerce paid ads must be labeled as so

Similar to Adidas, Crate and Barrel’s videos perform better on Instagram.

This could be that they simply have three times the followers on Instagram. Plus, as we saw with Adidas, due to Facebook’s viewing algorithm, more of those followers are likely to see the video organically on Instagram over Facebook.

25,278 views on Instagram and 3,400 on Facebook

Marketing Takeaway: With all the changes to Facebook’s platform, some brands continue to have an active fanbase.

If you’re a new brand coming to Facebook, we suggest running small tests on sponsored posts to see what your fans and potential fans will respond to best. Use Facebook’s helpful tools, such as Dynamic creative and Split Test, to make sure you’re working with the best copy, images, and overall ads.

Example #3: Nixon

1.2 Million Likes on Facebook | 629,000 Followers on Instagram

Nixon makes good use of the Facebook Shop feature

Nixon is one of the few best-in-class brands we investigated that consistently tag products on Facebook using the Facebook Shop feature. By tagging products, consumers can easily click through to Nixon’s site to make a purchase.

Click-through to specific product on their site makes the user more likely to purchase

While it’s common for eCommerce sites to have a “Shop” tab on their Facebook page, few users will frequently visit a brand’s homepage. By including product information in Facebook posts, more fans will see the information.

Instagram offers a similar tagging feature.

By tagging the product, you make the user more likely to purchase your product.

Facebook also allows companies to share a product directly from a Facebook store; however, we’ve seen little evidence of this creating strong engagement.

Tagging and linking to specific products is a smart move.

Marketing Takeaway: Sharing products may not lead to the same level of engagement as using the “products shown” tool, which gives you a chance to show your products in a more meaningful way—while still making it easy for consumers to enter a sales funnel.

Most engagement on posts featuring multiple products

Nixon receives the most engagement on posts that feature entire collections of products—or their watches alongside other products.

Nixon gets more engagement on posts that display multiple products

Uses Instagram Stories to promote products, branded sponsorships, and events

Instagram Stories are one of the hottest new ways to connect with fans. They can be a mix of videos and interactive still images offering brands up to 15 seconds of viewers’ full-screen attention. Nixon uses these stories to connect in several ways with followers.

Instagram stories are a clever way to brand and market yourself

More and more brands are consistently using Instagram stories to promote products, new lines, content such as blogs, and events, and other brand strategies.

Utilize Instagram Stories to keep up with demand

Marketing Takeaway: There are many ways to use Facebook and Instagram to connect with fans and new potential customers, promote products, and foster brand awareness. However, the platforms should be just a part of how you connect with new and existing customers.

Note: Need full analysis of your paid advertising strategy? We can help. Contact us here.

Social Media has the “Exact Same Negative Effect on Depression” as Eating Potatoes

It feels impossible to tell if the technology our kids use should be celebrated or feared. A few years ago I wrote a book, Hooked, about how technology can be used to change our habits. I intended the book to teach startups how to build healthy habits,…

It feels impossible to tell if the technology our kids use should be celebrated or feared. A few years ago I wrote a book, Hooked, about how technology can be used to change our habits. I intended the book to teach startups how to build healthy habits, but now I’m not so sure. With headlines […]

The post Social Media has the “Exact Same Negative Effect on Depression” as Eating Potatoes appeared first on Nir and Far.

Enable attribution across all channels, platforms and devices

It’s no secret that legacy attribution solutions are limited. As consumer digital journeys become increasingly cross-platform and cross-channel, these attribution providers have largely failed to evolve and adapt. This white paper from Branch Metrics covers: An overview of web and app attribution as they have developed. The challenges faced by today’s web and app attribution. […]

The post Enable attribution across all channels, platforms and devices appeared first on Marketing Land.

It’s no secret that legacy attribution solutions are limited. As consumer digital journeys become increasingly cross-platform and cross-channel, these attribution providers have largely failed to evolve and adapt.

This white paper from Branch Metrics covers:

  • An overview of web and app attribution as they have developed.
  • The challenges faced by today’s web and app attribution.
  • The shortcomings of fingerprinting and cookie-based attribution methods.
  • The benefits of industry-leading people-based attribution and its benefits.

Visit Digital Marketing Depot to download “Ultimate Guide to Web and App User Attribution.”

The post Enable attribution across all channels, platforms and devices appeared first on Marketing Land.

How Personalization and Testing Even In Just One Channel Drives More Revenue

The push for omnichannel personalization and a seamless customer experience isn’t a fad. Marketers and their organizations have seen the value in delivering highly personalized experiences for their buyers, and there is no turning …

The push for omnichannel personalization and a seamless customer experience isn’t a fad. Marketers and their organizations have seen the value in delivering highly personalized experiences for their buyers, and there is no turning back. As more traditionally brick...

Finding Website Optimization Gems

How do you decide which elements of your site to test? This question is at the heart of website optimization. A better question is, “How do you determine what NOT to test?” It’s relatively easy to come up with ideas that might increase your conversion …

How do you decide which elements of your site to test? This question is at the heart of website optimization. A better question is, “How do you determine what NOT to test?” It’s relatively easy to come up with ideas that might increase your conversion rate. We typically come up with 50, 75, 100 or more...

The post Finding Website Optimization Gems appeared first on Conversion Sciences.