V2 N52: Weekly Insights and Ideas
This week’s edition covers how mobile search is different than desktop search, strategies for business blog SEO optimization, setting up Google’s AdWords Express, building shopper confidence in your website, and tips on improving B2B landing pages:
– Search on a mobile device is fundamentally different than search on the desktop. Four Critical Ways Mobile Search Is Different from Econsultancy explains why it’s critical to understand these differences and what drives the mobile searcher
Internet users are notoriously self-focused when it comes to web page interaction.
That’s not a bad thing. It’s a natural thing.
They want to get as much information as they can in as little time as possible with the goal of benefitting themselves.
As a business, your goal is to make that easy for them. And one of the essential components of accomplishing that goal is writing copy that converts while giving the customer what he wants at the same time.
V2 N51: Weekly Insights and Ideas
This week’s edition includes some creative examples of 404 error pages, 30 social media marketing tips, a bit of pricing strategy guidance, PPC campaign improvement tips and an explanation of how Google ranks names:
– When someone lands on a 404 error page, there is only one of two things they can do: either give your site another shot or just back out and disappear. WPMU.org’s 105 Weird and Wonderful 404 Error Pages provides creative examples of 404 pages that just might convince visitors to stick around
1. Hype. I strongly advise online businesses to make the strongest claims about their products and services that they can honestly deliver. But remember, big claims demand big proof.
The excessive use of exclamation points, generic adjectives (e.g. “awesome” or “”) and hard-to-believe promises (like anything in the “get rich quick” category) scare away more prospects then they attract.
2. Clichés. While it’s important to talk to your customers in language that resonates with them, clichés can hurt the effectiveness of your copy. They may be evidence of laziness and a lack of creativity on the part of the writer.
V2 N50: Weekly Insights and Ideas
This week’s edition includes findings from psychology studies to help increase conversions, a reminder about sources of website errors, and tips on Slideshare, mobile commerce SEO, and customer communication:
– Understanding how the mind operates is an essential part of marketing and conversions, and always has been. Learn How To Increase Your Conversions From These 5 Consumer Psychology Studies from KISSmetrics provides key takeaways from five psychology studies to think about how you can incorporate the findings into your own business
One of the most difficult aspects of marketing for many small businesses is developing a strong value proposition. Because it must communicate overall company value and uniqueness in about ten words, developing a proposition that really says what you want it to say can be a challenge.
Most businesses either fail to devise a value proposition at all or they fail to communicate it effectively to their customers. In order to make a difference in the purchasing decisions of your target market, your value proposition must answer the two most important questions in the customer’s mind: “What’s in it for me?” and “Why should I shop with you?”
What’s In It For Me?
Every customer wants to know how he will benefit from purchasing your product. He doesn’t so much care about your experience, your years in business, or your commitment to quality; he cares about how his life will be better if he purchases your product.
Experience proves that great customer service is an excellent way to improve conversion rates. And part of serving the customer is anticipating his needs in order to make sure he leaves satisfied. In the online world, that means up-selling and cross-selling.
V2 N49: Weekly Insights and Ideas
This week’s edition includes ways to increase content visibility on social networks, tips and tricks for using Gmail, a helpful reminder on heatmap analysis, using Google Analytics new Flow Visualization, and covers the many paths to conversion:
The PPC landing page is just as important as the ad itself when it comes to PPC conversion, and some would argue even more so.
While it would be easy to create a tidy list of tips on how to optimize your landing pages (and don’t worry, we’ll get to the tips), the more important and slightly more messy issue is understanding the psychology behind landing pages that work.
The long copy vs. short copy debate always seems to be raging. I have a really succinct answer for the question “which works better?”
What we generally refer to as Occam’s Razor is more appropriately classified as the principle of economy. That principle states that “it is futile to do with more things that which can be done with fewer.” We could say “it is futile to say with more words that which can be said with fewer.”
In other words, get to the point! The quicker, the better.