Last week Mercer dived deep into Intermediate Google Analytics and Google Tag Manager. The focus was on cleaning up your data with several methods in GA, and setting the tags, triggers, variables, and data layers with GTM.
Then Russell McAthy, CEO and co-founder of Ringside Data, showed why he does himself justice with Attribution and why he deserves to be called a ‘marketing data guy’. Attribution is all about knowing where your customers’ journey starts, where it ends, and all the digital touchpoints in between.
Fred Pike, COO of Northwoods Software seams together the chapter by getting into pivot tables, Lookups, string functions, and all kinds of good stuff a technical marketer should know as an adequate Excel user.
Revealing the truth by stitching a full story about the customer journey from pieces that might look unrelated at first: make sure to do it right from the get-go even if you do everything else wrong at first. Genuinely understanding your customer will help you find a way sooner or later even if it means being wrong time after time.
Now it’s time to move on to conversion. The topic most people should be paying more attention to in my opinion. I’ve seen people go nuts about the acquisition only to bring the wrong people or bring the right people to their website and say goodbye to them in mere seconds whether. All that effort and money put into the acquisition will be mostly wasted if you’re not doing two things properly: finding your ideal customer profiles and converting them at a respectable rate at worst.
CXL institute focuses on landing page optimization and product messaging in their conversion chapter. Michael Aagard, senior CRO consultant, opens the chapter with landing page optimization.
Landing Page Optimization
First, let’s agree on what a landing page is as people have their own opinions on this apparently.
- Page users “land on”, entrance page
- First page users see after clicking an ad source
- Page that works independently of the site/ app
- Focused on a clear conversion goal
What’s the goal of a landing page?
- Shortens journey from click to conversion
- Follows up on ”promises” made in an ad source
- Speaks to user motivation & addresses barriers
- Answers important questions & creates clarity
- Creates a clear path to the conversion goal
Check one I recently made some months ago to distribute our whitepaper on the Global Adoption of Web Push Notifications: https://get.frizbit.com/the-global-study-web-push/
Our aim here is to educate a part of the top of the funnel who believes web push notifications have a narrow reach. Well, it’s not true and we have the data to make such a claim. I can see possible improvements for the landing page now that I’ve gone over the landing page optimization section of the mini degree.
Aagard makes the distinction between fast and slow thinking. The concept is from Daniel Kahneman’s book.
Intuitive Thinking: Really fast, involuntary, effortless, emotional, in the moment
Analytical Slow Thinking: Deliberate, analytical, effortful conscious
We are inclined to choose the easy way of doing things and most of the thinking we do is fast. We’re programmed to avoid the pain(inconvenience) stemming from effortful thinking.
The idea here is to keep this in mind and lower the cognitive load on our landing pages. Basically for most things you try to avoid making people think.
These are shortcuts our brains use.
Priming: Exposure to one stimulus influence response to a subsequent stimulus
The image below shows how the experience shouldn’t be. The copy and design of the ad creates expectations that the landing page fails to deliver.
The way you deliver a message has a direct impact on how it is perceived.
What you see is all there is
Our brains involuntarily fill the gaps in a picture with the most logical pieces.
A wireframe is a visual guide that represents the skeletal framework of a page or website. It is used to conceptualize the page and to serve as an overview.
We have to ask ourselves what information is most important and how much information is necessary. As long as the information you have on the page is relevant, logical, and concise and creates the necessary motivation and ability for the user to take the desired action, you’re golden.
3 essential questions that follow:
- Target Audience: Who are you communicating with?
- Goal: What do you want them to do?
- Source: Where is this traffic coming from?
Michael continues with how to conduct research for LPO. I won’t get into that here as there are overlaps with the previous chapters of this mini degree. Then there’s a part about copywriting which I believe to be a super important marketing skill. If you’re serious about improving your copy skills, head to copyhackers.com and learn from Joanna Wiebe, who’s one of the best in the field.
After that, we have three parts on landing page design which is sort of a weakness that I’ll address starting from January. More on that later.
I have to say this. I loved this chapter a lot.
In the second part of the conversion section, Momoko Price, a conversion copywriter gets into the methodology of product messaging. Momoko gives a thorough explanation of product messaging. That said, I won’t get into it as this is something I’m already familiar with. Language-market is as crucial as the product-market fit. Even the best product that solves a real problem may not succeed if you fail to communicate its merits specifically for the targeted audiences.
I like that everything explained in this chapter can be put into practice immediately. There are definitely a few new ideas I took notes of to implement in the future.
Overall I really enjoyed this section. I feel strong story telling skills will be in high demand in years to come. If you want to get more info on copywriting I advise the following books.
The Boron Letters by Gary Halbert
Scientifid Advertising by Claude C. Hopkins
The Robert Collier Letter Book by Robert Collier