The character of Don Draper, the dapper protagonist of the multi-Emmy Award winning program Mad Men, is a composite drawn in part from a number of real-life advertising people.
Draper’s professional accomplishments are said to be based on those of Rosser Reeves. Among other notable contributions to the profession, Reeves helped develop the idea that advertising must highlight a product’s Unique Selling Proposition (USP – sometimes referred to as unique value proposition or UVP).
Reeves’ more famous applications of the USP principle include “Melts in your mouth, not in your hands” for M&Ms candy, and “Better Living Through Chemistry” for Dupont Corporation.Read More
In the simplest terms, your customers choose to buy from you because of what makes you and/or your products different.
If they find no difference between you and your competition, they have no mechanism with which to make a purchase decision.
They have no trigger to buy.
Understanding that simple fact can bring time-saving focus to your AB testing program.
If you follow conventional testing wisdom, you will maintain an ongoing program of testing every element of your landing pages, email messages, product pages, etc., to find what improves conversion rates and what doesn’t.
But the consequence of the …Read More
How can your conversion optimization project be in a rut? You have an ongoing AB testing program, you stay on top of your analytics’ conversion goals, bounce rates, traffic sources, etc., and you know which are your best performing digital marketing channels.
And there’s the rut.
You’re never set.
Everyone knows how fickle customers can be and how constantly digital marketing evolves. Yet we continue to pour more resources into finding set-play solutions to most of our digital marketing hurdles. While we are convinced of the efficacy of being constantly aware and reactive to many digital benchmarks, those …Read More
Critical reviews of at least some of the promotional messages in your email inbox is like doing your conversion optimization homework. It exercises the lessons you learn from testing and experience. Someone could talk to you all day long about the benefits of matching subject lines to headlines, but until you experience a spectacular failure, or feel a bond to a well-matched message, you really don’t make an emotional connection with the lesson – and you don’t learn it as well.
Landing Pages & Email Messages: They are two separate channels with significant differences, from purpose to personalization. But …Read More
Does anyone fully appreciate the critical importance of every element of their landing page strategy and design towards the overall success of their entire digital marketing campaign(s)?
It doesn’t seem so, judging by the majority of landing pages we come across.
Whether you’re trying to generate leads or make a sale, your landing page is the most crucial element of your entire digital campaign. It is the ultimate tipping point in a series of tipping points. It is where your visitor either becomes a lead or customer – or scampers away unconverted.
And that’s why landing pages are so important. If there …Read More
It starts before they arrive and doesn’t end when they leave.
You may never know where the journey of discovery, engagement and conversion begins for your customer in relationship to your business and/or its products. It may start in a conversation overheard in an elevator, or with the glimpse of a package, or in some other unknowable way.
And while the starting point may be difficult to pinpoint, you should do everything you can to make sure the end point never arrives. It’s less expensive to re-engage repeat customers and they generate five times more revenue per visit than first timers.
Customer …Read More
It’s like watching a train wreck. Everything rolls along nicely, then you sense something is wrong and suddenly it’s off the rails.
I’m talking about online sign-up forms and processes. If it seems harsh that I describe some as ‘train wrecks’, think about it this way: digital marketing and conversion optimization are about calling on your customers to join you in a voyage of discovery. And any bump along the way can derail your customers from the path.
The journey begins the moment customers become aware of your value proposition and it continues at least until they convert, but it really should never …Read More
So many landing pages, so little time. They come at you from your email box, web browser and search results. It’s so bad that we tune most of them out. At least I do.
So I thought I’d ‘stop and smell the roses’ (or is it ‘cow chips’?) of the landing pages that come my way to see what best practices are used, where I think pages could be improved and what optimizers might consider for their next round of AB tests.
Let’s Call it ‘The Good, The Bad and The Study’
The glut of landing pages makes it impossible to discuss …Read More
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