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Measuring an Inbound Campaign through the Conversion Funnel

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If you thought measuring the success of your inbound campaign is a tedious job, well don’t worry, you are not alone. According to a study conducted by Hubspot, 25% of marketing professionals admitted to ‘proving ROI’ as the biggest challenge they face. For measuring success, it is important to understand that the effectiveness of an inbound campaign is the collective result of various activities. Let’s have a look at how we can evaluate the success of an inbound campaign across various stages of the conversion funnel. Measuring the Inbound Campaign at Top of the Funnel (ToFU) The primary objective of your activities at ToFU is to attract a greater share of the target market. Hence, all metrics at this stage must focus on what percentage of the audience are you reaching out to. Here’s a list of what you should measure: Growth in Traffic You know your inbound campaign is…

How to Use Urgency and Scarcity Principles to Increase eCommerce Sales

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Imagine there’s a cupcake fair in your community. You have your heart set on Red Velvet and there are two counters selling the same. Counter A has a animated bunch of customers digging into the cake and has a banner saying “last 20 pieces left” while Counter B adorns a deathly, almost funereal look. Which one would you go for? If you are thinking Counter A, you are not alone. A study was conducted in 1975 where researchers wanted to know how people would value cookies in two identical glass jars. One jar had 10 cookies while the other contained just two. Though the cookies and jars were identical, participants valued the ones in the near-empty jar more highly. And that’s the scarcity principle at play. It essentially means that people tend to place higher value on an object that is scarce and a lower value on one that is available…

The Why And How of Creating ‘Snackable’ Content

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 ‘Brevity is the soul of wit’ When you Google ‘Future of content marketing’, you’re bombarded with tips and tricks that claim to change the world of content, but it takes just a quick scan to relegate it to junk. Rarely, you come across a priceless gem, like this quote, that makes you stop and think. I’ll be honest here – I worship long content. A well written, informative blog, with meaty takeaways is the perfect recipe to shake the lazy grey cells from their slumber. Neil Patel concluded in a research on his blog Quicksprout that Google prefers longer blogs, but I ask you: Don’t we find a well-designed infographic or a creative meme packing an equal punch? Research on Visual vs. Text The best way to get somebody’s attention is to create visual content that is also quick to consume because our brain processes images faster than text. Dr. Lynell Burmark, Ph.D….

9 Insanely Simple Ways to Optimize Your PPC Landing Page

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Every time you Google something, you’re likely to see an ad matching your query. It seduces you with an irresistible promise. When you click on it and land on a totally irrelevant page, well, this is how you feel like. Don’t you? What marketers forget while creating these ads is that visitors click on ads only when they’re on a hunt. And you don’t, just don’t mess with the hunter. When a visitor clicks on a Pay Per Click (PPC) ad, they’re taken to a landing page — a web page whose sole purpose of existence is to entice people to take an action. If done well, it could be the most effective marketing weapon in your arsenal. Therefore, the landing page should be well optimized to ensure that your PPC marketing campaign doesn’t get lost in the sea of ads. Take the case of SAP which saw a 32.5%…

14 Ways to Reduce Bounce and Increase Engagement on Your eCommerce Site

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Visitors land on your site, hang around for a few precious seconds and then bounce without visiting another page. Sounds like a familiar problem? The average bounce rate of the eCommerce industry is 34%. If the bounce on your eCommerce site is above this number, you should go through these 14 best practices to increase engagement. 1) Pay Attention to the Size of Search Bar One reason for high bounce is that visitors are not able to find what they are looking for. To combat this problem, you have to make your search bar as prominent as possible. According to a Jakob Nielsen report, an ideal search box should be 27-character wide (this research is from 2002). However, search bars on average are only 18-character-wide. Though you can type long queries in short boxes, the problem is that only a portion of the query will be visible at a time. This…

13 Tips for Producing High-Converting Videos for Your Business

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The statistics associated with online videos are fascinating. It has been proven that viewers retain 58% more of what they see versus what they read, online shoppers who see videos are 1.81x more likely to buy a product and a site is 53 times more likely to appear on page one of search results if it has a video. To top it off, there are countless case studies of videos increasing conversions for both eCommerce and SaaS companies. So it probably won’t be long before you too decide to get a video made for your site — be it product, instructional or explainer. Here are 13 tips you should keep in mind before and after you take the plunge: 1) Impersonate your target audience Start by drawing up a picture of your target audience. Find out their demographics such as their age group, ethnicity, gender and factor all this intelligence when getting the script ready. Figure…

How To Connect VWO to Google Analytics Universal Tracking

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Update: VWO now provides direct integration with Universal Analytics. Read this post to know how to integrate VWO with Universal Analytics in your dashboard. Google Analytics recently launched a new way of tracking visitors on your site. This new tracking is called Universal tracking and sets the standard for their future. It’s more enhanced and has some cool new features that can be used with Visual Website Optimizer also. One of those features is the so called Custom Dimension. We’re now able to define a Dimension or Metric ourselves. An example of a self-created metric could be the age of your visitor. If you have that info and use it to put it in Google Analytics you could create reports that show average age per source/medium for example. For Visual Website Optimizer the Custom Dimension is the most interesting one. I created a script that takes the experiment number and…

Calculator to see if Adwords will be profitable for your SaaS business

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This post will help you calculate if a PPC campaign at a certain cost-per-click (CPC) bid will work for your SaaS business as a profitable customer acquisition channel. It is divided into two parts. I will start with a hypothetical example to explain how the calculations work. Then, there is a free ‘PPC Viability Calculator’ Google Spreadsheet you can use to figure out if Adwords (or any other PPC channel) works for you. If you’re chill with the math, click here to jump to the calculator. We created this calculator because not all Adwords keywords that we bid on were actually profitable for us and while the world may hail Adwords, sometimes you’ve to just step back and look at the data. Hypothetical example when bidding a certain amount is not viable Step #1: Find a keyword you want to bid on The first step is to find a keyword…

5 Ways to Utilize Thank You Pages for Better Conversions

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Thank you pages are usually an after-thought, a quickie, a clumsily put up half-hearted meal. Why? Because all your effort and energy has gone into creating that high-converting landing page. And once a customer converts, you show them a template ‘thank you’ message which ends the conversation then and there. You know what you have just done? Left an awful lot of money on the table. Thank you pages are one of the most under-optimized pieces of real estate on your website. There’s so much you could do here to engage the customer further or reconvert them. The first step to optimize thank you pages The first step is to put the ‘landing page best practices’ on the back-burner. These practices tell you to remove all distractions — the navigation menu, social sharing button — so that the user just focuses on the CTA. But the same practices, when applied on the thank you pages,…

27 Ways to Reduce Shopping Fears on your Ecommerce Website

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Around 99% customers end relationships with companies that fail to build customer trust. According to a Cybersource survey, 73% consumers feel shopping online is riskier than shopping offline. More than 90 percent of visitors are jittery and concerned when shopping on new or unknown sites. These three findings, sourced from three different studies, point to a single problem — perceived fear, distrust and doubt in the mind of customers while shopping online. A lost cause? A whopping 9.1 billion in online sales revenue is lost every year because of shoppers’ fears (and this is 2008 data). But is that it? Is there no way to remove these doubts and build long-lasting trust with these reluctant users? Turns out there is! But before that, let’s understand the problem at hand in a little more detail. The 7 customers’ fears that are bleeding you money More than 50% of Internet users avoid…