Learning how to use smart tags for dynamic text replacement and to run smart personalization campaigns is not “geeky”.
You can do it as easy as writing an email. The lack of intent is missing though. For many marketers and business owners, the daily grind of marketing puts things like “personalization” as something that’s “nice to have”.
If it’s not already important yet, personalization is the next big thing 5 years from now (and will continue to do so).
In the sea of “Dear customer” or “Hey You!” marketing messages that pollute everything you see or hear, personalization in your marketing strategy has a humongous role to play.
By using personalization, you can increase the efficiency of marketing spend by 10% to 30%.
According to studies by Jupiter Research and Annuitas Group, brands that use personalization see significant increases in customer engagement, 20% more sales opportunities, and 18x more revenue.
So with all the goodness of personalization for marketing out there, are all businesses running over themselves to implement it?
A McKinsey survey of senior marketing leaders finds that only 15 percent of CMOs believe their company is on the right track with personalization.
That percentage is for the big or medium sized companies. Certainly, many smaller businesses, freelancers, agencies, and others aren’t using personalozation.
I can bet that there’s “zero” personalization (except for a few special ones already using it).
How To Use Personalization?
There are geeky ways to do this, of course. But there are much simpler ways to use personalization.
One such way is to use dynamic text replacement and smart tags with OptinMonster.
OptinMonster’s Smart Tag Campaigns allow you to easily personalize your website with dynamic smart content for higher engagement and conversions.
Using OptinMonster Smart Tags & Dynamic Text Replacement
OptinMonster already gives you a huge number of ways to collect leads from your website including MonsterLinks™, exit-intent pop-ups, Gamified Wheels, floating bars, and geolocation targeting.
Now, with OptinMonster Smart Tag Campaigns, you have smart tags and dynamic text replacement (depending on date, time, geographic location of your visitor, whether your visitors are already a part of your email subscriber list, and more).
Home page design is often ignored. But you shouldn’t be. Good home page design doesn’t just make good impressions. In most cases, it makes good coin as well.
Pretty looking pages score on “looks” but might not score on “conversions”.
Most times, simplicity wins.
Even boring and ugly can do better than anything fancy.
Yet, there are ways you can design landing pages that not only look great but also convert well. In fact, it’s amazing when everything — design, copy, colors, elements, animations, and the CTA — just clicks.
But that’s not why I am writing about Studiopress today. It’s because Studiopress’ homepage is an absolute gem. It’s a machine that converts like crazy. So much that it’s been instrumental in making Rainmaker Digital Services Inc what it is today.
It’s so good that WPengine decided to own Studiopress right away.
There isn’t anyone who doesn’t know Wistia (or maybe there are). The point is that Wistia puts in a lot of work on its homepage (and every other page).
Wistia also has an offer you can’t refuse. Start for free (up to 3 videos).
Each of those pages is packed with value as long as it’s about creating videos, using videos for marketing, or for using video for branding, lead generation, customer support, online courses, or whatever else you might use video for.
Wistia provides you with everything you need to host your videos, use videos for marketing or lead generation, and Wistia integrates with tools like Hubspot (and others) to help you complete that digital marketing loop.
If you aren’t using Wistia for your business (hosting, marketing, business support), you should.
Landing page builders have their work cut out for them. They not only have to work on creating the best landing page builders they could build but also prove a point (sort of).
Their own home pages better convert, right?
Leadpages has it going well for itself, especially with its home page. It stretches across your screen — complete with one pretty lady and two huge call to action buttons. That four-word headline is pure genius if you ask me.
One of those CTA buttons have the web’s all-time favorite: Start a Free trial.
Visit Leadpages, stay there for a while and look out for little pop-ups that tell you just how many people subscribe to Leadpages by the minute.
ConvertedU is a classic case study of an online course or resource center done right.
That blue background is striking with an appealing headline (Who doesn’t want to be a master marketer, right?).
Featuring some incredibly awesome courses on landing pages, marketing automation, email marketing, and also including a Drip Certification program, ConvertedU is a premier online resource center or academy that you should check out.
What can a home page of a business (which is designed like a landing page do)? A lot, if you ask us. Webflow has been growing in popularity as a great alternative to WordPress, Squarespace, Wix, and several other web builders.
Webflow is a website builder and CMS (with hosting included) that seeks to help you build super-fast loading, beautiful, and lean website with clean code. The builder gives you complete control over how you build and display web pages.
Webflow’s stunning design, a mega menu, a clear headline, and a subheading that really helps you understand what Webflow is all about.
It also helps that they have social proof (logos) right underneath the main CTA (Call to action). The home page design is built to do just one thing: get new sign-ups by providing a free forever Webflow account.
Clean, minimalistic, and on-brand — that’s the flavor of new-age landing page design. Although this is a home page for Confrere — a professional video calling and management service, it has all the right ingredients to make an impact. More importantly, it’s built to convert.
The simple headline conveys exactly what Confrere is all about, illustrations using the brands’ colors (while making it really attractive and pretty), and a call to action button you can’t miss (even if you wanted to) that says “sign up for free”.
If you stripped away everything else on their website and only used the home page, they’d still get conversions (new sign-ups for their free plan).
Say hello to focused landing page styled home pages with a fine balance between content and calls to action.
Captiv8 not only uses headlines and subheadings as we’d all normally do but they also aim to educate — albeit in a few lines as much as possible before dropping a terrific (and relevant) call to action.
Using a simple slider (for once, sliders have some use after all), Captiv8 drops several calls to action (around 3 of them), instead of just one.
Talk about maximizing space for conversions, eh?
Bubble is what you get when visual programming comes of age.
At a time when you have an “app” for everything, why shouldn’t you have an “app” that helps you build “apps”?
Bubble is a tool that helps you to build apps without code. If bubble had a little more reach than it has now, Andreessen Horowitz’s words “Software is eating the world” could truly have a louder ring to it.
The home page you see on Bubble now isn’t what it used to be. It’s changed, and it’s changed for good.
So much that it does a terrific job of bringing in all those curious cats who want to try their hand to give their product ideas some shame and to see if they can really build a complete, functional app (or at least an MVP) by using nothing but Bubble (and a few other tools within the stack).
What are some of your favorite companies that do a great job with their home pages, landing pages, and other pages to allow for maximum conversions?
Setting up a website based on WordPress is easy. Making a website sweat it out for optimum conversions isn’t anywhere close to waking up with the smell of coffee.
Conversion optimization calls for relentless action-taking on some of the most minutest details ever. The kind of details you’d not care about much. The same details that could make your eyes roll.
It’s more important than you ever thought.
Can you imagine a scenario where 72% of your customers find completely disoriented with the fact that your website has nothing that they were looking for? Or that only 14% of your entire base of customer actually value your relationship? Those are facts, according to CEB Marketing Leadership Council. In another study by Harris Interactive and Janrain, it was found that:
“28%of respondents would give up social networks for a week, 25 percent would give up chocolate for a month and 21 percent would give up their smartphone for a day in exchange for relevant content on all of their favorite websites.”
It’s easier to make these multiple changes on some platforms than others. Websites on WordPress, however, require a lot more than just dragging and dropping elements.
Starting from the core, out towards the front end design, every single aspect of your website contributes to conversions. This includes site design, strategic placement of design elements, site speed, and a lot more.
Here are some WordPress conversion optimization tips you should know about:
Invest In the right hosting
Hosting is where it all begins. Hosting sets the right foundation for your website. While it’s unfortunate that most people go for cheap hosting, it’s far from the best recommendations.
What you need with the right kind of hosting is Managed WordPress hosting, with compression, CDN, security, cache support, malware protection, automated updates, and automated backups.
You know? The kind of hosting that you just pay for each month and 90% of everything you’d ever need to do is taken care of, for you. You’d just need to manage plugin updates after investing in a host like that.
Since there are many web hosting providers for you to choose from, I’ll make it easy for you. Here are just two of them for you to pick from:
Hate them or love them, but pop-ups work. They just do. Stop arguing now and take some action.
Use Optin monster if you like. Or use Unbounce Convertibles like I do. I also use Sumo for some other pop-ups like the ones you’d see in the middle and at the end of this post.
Use click-trigger pop-ups, slide on scroll, welcome mats, or whatever you want. Pop-ups get you leads. Period.
Use CTAS on Your web pages
Read all about how important your “about us” pages are or learn how to make your About Us pages work for your brand as Ben Austin of Moz writes.
Lindsay Kolowich also has great examples of About Us Pages to model your own page on.
Here’s a little something for you: none of that will do you any good if you let the page be a “page”.
Instead, if you use buttons in the middle or at the end of every page (including your About Us page), you are better off. You’d be giving visual cues for your readers and urging them to take action off their pages.
Don’t underestimate the power of small talk, especially those you’d have with your website visitors. When you place livechat strategically on your website and if you engage actively, each of those conversations has the potential to put money into your pocket.
Most businesses launch campaigns and the whole focus of those campaigns is usually the business itself, and not the customer.
Data-driven marketing helps you overcome the possibility that a gazillion things could go wrong with your campaign, and it’s a good thing if you asked me.
If your campaigns had a 100% strike rate, you’d be sipping Pina Colada on some remote beach.
It’s easy to setup campaigns and launch them. I know that. You know that. What’s hard is to do smart (and back-breaking) things you just have to do such as A/B testing and optimization.
In simple words A/B testing is an online marketing best practice which involves showing two different versions of a web page, a pop-up, a landing page, an ad or whatever it was that you are testing — to check the response of the users to measure which page is more effective in bringing you the results you seek.
If Page A is the original version, Page B will be the new page with a different design (with only the testing element changed on the new design) and is commonly referred as the “Challenger variant”.
Certain set of visitors will be shown Page A and certain set of visitors will be shown Page B. Depending on the results you expect (and those that you’ve set as goals) – and after getting enough data for you to make the decision – you’d arrive at a winner.
You’ll then create a new variant (maybe you’ll call it Variant C) as the new challenger for the winner in the previous round (between variants A and B).
What A/B Testing Really helps you achieve?
Entrepreneurs have massive egos. So do freelancers, digital marketing agencies, and everyone else who keeps smarting about how smart they are. A/B testing removes the need for anyone’s ego, whim, thoughts, or opinions to influence campaigns.
A/B testing allows you to optimize campaigns to maximize results. Effectively, it lets you squeeze more out of the campaign for the same budget.
When you do A/B testing, you’ll have specific data – that pertains to your brand, your customers, your traffic, and your niche – that you can work with. If you didn’t have this, you’d have to depend on generic Industry benchmark reports that don’t serve your specific needs.
Now, that the basics are out of question, let’s dig into a few case studies to prove how effective A/B testing is and why you should test instead of letting someone else tell you what to do and what not to do:
ServerDensity is a hosted server and website monitoring service. They monitor the website downtimes from location, and around the world, combined with internal server metrics to analyze the reasons for your website’s downtime.
Supposition: Increase the price of their services which will increase overall revenue in spite of reduced sign ups.
Initial Price Offering (Original web page)
Initially they used to charge $13 per month for one server+ one website.
If you note the above web page, it has too many options from which the user can select. Also an important point to be noted is that the press coverage is below the fold which a user may or may not notice.
Challenger page A/B testing
The challenger page has a simplified design with few options, and the focus is on either the “Signup Button” or the “Take The Tour” button. The logos for social proof are more prominent now with the “Featured on” tab is above the fold which gets easily noticed by the user thus increasing the company’s credibility.
The result? Conversion rate increased from 24.4% to 29.6% after the simplified design.
Question: What button color you like?
Ok, leave that.
Question again: Which button performs better? Red or Green?
Don’t just jump at the answer. Stop debating. No one cares about your opinion or mine.
As usual, test it out. It’s phenomenal what you’ll dig up when you actually test instead of insisting that you’d like a color – like blue, green, or red.
For the company, page views directly equate to success. Their control element (the original) was an HTML block with a few links in there for customers to click through. The testing variant (Treatment) took a different approach with a simple dropdown menu to allow customers to select a car make they preferred.
The results? A whopping 74% relative increase in their total page views. The test, done in 2008, was so important that Car & Driver uses the insights gained from that test to design their website today.
Simplicity wins, right?
Web Design Best practices from a marketing standpoint always push you to create an uncluttered hero section on the home page or landing page, right?
Their original version of the home page looked like this. Nice bright orange, a call to action that stands out, and a very simple layout.
Yet, it didn’t work.
What worked was this:
And how well did the rather cluttered but effective design work? Like this:
Wade and Mike, the founders of Zapier, have this to say:
“It’s easy to look at a page and judge it “qualitatively” based on how it looks to you.
But that doesn’t tell the whole story.
The aesthetic of a page is one thing. But if a beautiful page doesn’t convert, it’s not useful. An ugly page that does convert, though, still makes money.”
The one thing that digital marketing allows you to do that traditional advertising cannot is the ability to test out every single pixel on a web page to try to make these web pages work to the maximum benefit.
You have limited resources and you’d need every page, pixel, and element to work in your favor. The only way you’d know what works and what doesn’t is when you do A/B testing or multivariate testing for your web properties.
While A/B testing is a must for everything you use for digital marketing – such as websites, landing pages, the headlines, email subject lines, Ads you use for Google Adwords or Facebook ads – we’ll focus on testing the various elements of your regular website.
Normally, if your website is built on WordPress or HTML5/CSS3, your only options until now were to use Optimizely and Visual Website Optimizer (both of them are great tools, of course).
But then, the big daddy Google now released what’s called as Google Optimize which makes use of your existing analytics account and helps you test out your web pages, completely for free.
Using Google Optimize, you can setup “experiments” to test out:
Your homepage design
Thank you pages, and more
You can also run Multivariate tests and Redirect tests in addition to A/B testing.
Google helpfully says this:
Before performing tests on your most popular web pages (like your home page) consider starting small first, which will allow you to experiment with lower-risk pages.
Keep in mind that you’ll need to test pages with enough traffic to get results quickly.
Start by experimenting with the color of a button, the copy in a call to action, or the order of a navigation bar. After completing a few experiments, graduate to testing headlines, images and landing pages when you’re ready.
Once you have access to Google optimize, you’d only have to link to your Google Analytics account, select your website (and the corresponding view), and create a “container”.
Note: You can only have three experiments running at any given time with your free Google Optimize account. If you need more, you’d have to use the premium version called Google Optimize 360 which is a part of Google Analytics 360 Suite.
Here’s how the features stack up:
Setup Your Experiment
After you link your Google Analytics account and you are all ready to go, you’ll see that your website now shows up Google Optimize.
You’ll also notice that your website now shows up as the original version for testing. You’d now have to create a second version (Version B) to test it against your original version A.
For the purposes of keeping it simple, let’s just assume that you want to test out the hero section of your home page.
My experiment involves testing the headline on the hero section of my page. Presently, it says “Learn digital marketing for free”. I might want to test this against a new version (because I never know what works until I test things out).
The original version of the hero section of your home page is my version A. In my example, it’s as shown below
Version A: LEARN DIGITAL MARKETING FOR FREE
Version B: 10 MILLION+ OPPORTUNITIES FOR DIGITAL MARKETERS. ARE YOU READY FOR IT YET?
Obviously, you might start with apportioning 50% of all your incoming traffic to either of the versions.
Let your original version be. However, for the second version that you are testing against the original one, make necessary changes such as changing your headline on the hero section, for instance.
When you are done, this is how your experiment will look like:
Be sure to also setup your primary objective, secondary objective, and place notes on the description and hypethesis just so that you remember what you were running these A/B tests for.
Run Your Experiments
It’ll take a while for you to gather enough traffic (and hence data) for your experiments with Google Optimize. After you start running your experiments, let these experiments run for a couple of days or weeks (depending on how much traffic you get).
Wait for a few days and click on the “reporting” tab to see how you fare with your experiments. Have you used Google Optimize yet? Did you run any experiments off late? Please do share your experiences with me.
It’s one thing to get numerical data from your analytics tools. The usual KPIs you’d be watching like a hawk are visits (new visitors), page views, conversions, form conversions, time spent on site, bounce rate, and many more.
Truly, watching over those numbers is truly a gift digital marketing gives you (try to get similar stats for all that radio and newspaper spend you do, if you ever do).
Google analytics tells you how many people came and they arrived from which source exactly (along with tons of other crucial information).
Google Analytics also shows you behaviour flows which show you the exact path visitors take from one page to another, and then to another.
Most of the answers to those questions don’t lie in those numbers you get from Google Analytics; these answers are hidden in all those things visitors do “after” they land on your website pages.
Those numbers don’t tell you the complete picture. For instance, you have no idea about:
What exactly happens after your visitors reach your website pages or landing pages?
What exactly do they do?
What do they click on?
They scroll. But by how much? How deep? How engaged are they?
Do your forms convert at all?
Where do they go from your home page?
What do they click on and what don’t they click on?
How do they scroll your pages (and to what extent do they scroll?
What happens when all those pop ups, livechat windows, and push notifications show up on your website?
What elements are showing up the way they ought to and what doesn’t show up as expected?
Are your visitors able to get to your high-intent, converting landing pages on the website?
Are visitors able to fill up the contact forms or other forms on your website? Are those contact forms even working?
You won’t find the answers with Google Analytics. You’d need more. In essence, you’d need tools like Mouseflow to help answer these questions. But it’s not just heat maps and user session replays that you’d get with Mouseflow.
You also get:
Geographic data for all your visitors
Complete recordings of user sessions –exactly as they occur on your site.
Time stamped data on what exactly happens where, and how.
Through click data, heat maps, and form analytics
Exact replay on how your website itself shows up — including all the bells and whistles that you have on your site.
A thorough visual display of what your visitors or users experience when they land on your website.
Using session replays, there are a huge number of things you could fix on your website.
Here are some of them:
Don’t Stand Out, Blend In
Imagine this: A visitor arrives. She gets a prompt for a push notification (right on the top center of the browser). She clicks “no”.
Just while she’s about to navigate to our resources page (which is where most of our visitors go to) or to read our blog, to check out our resources section, or to dip their beak into our “perks” page.
By the time she navigates to the page she wants, our GoSquared Livechat prompt would show up.
Usually, she doesn’t talk. She’s just not in the mood for it.
Tremendous will power she does have and so she ignores the livechat prompt and heads to the resources section. She spends 2 minutes on that page and decides to leave.
Only to meet another pop up nudging her to download some kind of a content upgrade.
What does all this tell you?
It’s irritating for the user. We can’t help but push her gently, hold her hand, and nudge her with pop ups but we do know it’s annoying for her.
It’s working for us but it’s still annoying for her.
What do you do?
The answer: always keep testing.
Experiment with timings, the URLs those pop ups must show at, and decide just how much you want to annoy your visitors.
We understand you need results. But you’d also do well to care for your visitors. The only way to draw a fine balance is when you do testing.
How do you test? How do you determine what’s annoying and how much?
The portfolio items, for those that did show up, had the elements (text and images) completely screwed up.
We found a few tags and categories that had no content associated with them.
The main CTA button on our home page leads to nowhere when users click on it.
Sometimes, the hero section (our most important section of the website) doesn’t load properly and often has the headline and the sub headline missing (especially on tablets and mobile devices).
Our contact form didn’t work at all.
The big fat image on the contact page did not show up. Instead, there was an empty space with nothing on it.
Our blog’s “read more” button wasn’t showing up
Those are just some of the many missing things on our website. This is on top of the fact that we work on our website every single day.
Can you guess what an average small business website which isn’t even checked regularly for these missing elements might feel like for an average user of those websites? Before all the big talk about UX/UI experiences, it only makes sense to take care of the basics.
Hunt for The Annoying, Obstructing, Website Elements
Often, we tend to assume that those pop ups don’t annoy and that the livechat feature we just paid for and installed should work great to get us leads.
Leads? Forget about that.
Some elements on our websites are outright annoying. We once did a complete website review for a client (and we do it often for ourselves) and notice that the particular livechat tool that the client was using would cover up the entire screen when users visited their pages (all pages).
On the mobile mode, users don’t even get to see the website in full. They are usually slapped by a big ugly livechat pop-up
What? That Doesn’t Work?
As you go through your session replays and recordings, you’ll be surprised just how much information you’d gather about all those individual moving parts on your website.
The feature image on your blog post tends to push the sidebar away to some unknown corner.
The Image within a blog post or a web page doesn’t show up anymore.
You’d meet all those new 404 error pages you had no idea about.
You’ll get a cursory glance of the links that don’t work anymore.
Say hello to your contact form that doesn’t work anymore.
So, they clicked on your “portfolio” and they see nothing there except the name of the project?
The larger your website is the more information you get about all those things that don’t work on your website. It’s been a few months since this website has been revamped and I see see some links that don’t work, images that don’t load, and complete website pages that don’t exist (but are still being linked to).
You could do full website audits and reviews with Mouseflow. Or just find out what’s missing on your website. If you want to get advanced, figure out how well your website is working for you to get you the results you want by keeping tab on form analytics, form conversions, scroll ratios, scroll depths, heat maps, and more.
Whatever you do, don’t just assume that your website will work just the way it is.
How well is your website working for you? What kind of hidden problems do you think you can dig out of your session replays?