From 2014 to 2015, SEJ saw a clear increase in native video uploads on Facebook, versus YouTube video embeds, which had dominated Facebook until late 2014/early 2015.
However, over the last few months, we have heard numerous references eluding to the idea that Facebook was favoring native video uploads, versus third-party video embeds, such as YouTube.
Not too long ago, Facebook announced they would be limiting the reach of 3rd party images, which along with Facebook’s history of not exactly getting along with Google, made the concept a possibility and definitely something worth testing further.
At Search Engine Journal, we like to test these theories ourselves, especially since each page has a slightly different audience and not all ‘tactics’ apply equally.
So, we decided to partner with Kairay Media (my company) to conduct a more structured study, which compares the same video content, updated both as native video uploads and also as YouTube video embeds.
We really wanted to make sure we could compare both types of video updates, without any outside factors playing a role in the results, so we identified three separate Facebook pages, all with sizable followings, and identified seven videos that were ideal for each page (totaling 21 total videos and 42 total Facebook updates).
We set up a schedule to upload both versions of the video on the same day of the week, at the same time, on the same account, with one week separating the updates, so having seen the video recently would not affect the study results. Additionally, half the updates started with native video uploads first, with the other half starting with YouTube video embeds first, just in case seeing it a week later impacted
Additionally, half the updates started with native video uploads first, with the other half starting with YouTube video embeds first, just in case seeing it a week later did impact someone’s decision to like or engage with the update.
The study lasted for two weeks, after which we reviewed all the data.
Facebook does seem to favor native video uploads versus third-party video embeds, at least when compared to YouTube. Of course whether they actually favor them or they just perform better is unknown, but either way, native video uploads on Facebook does seem to be the best approach right now.
In fact, our study indicated that on average, native videos reach 2.04 times more people, getting 2.38 times more likes, 2.67 times more shares, and 7.43 times more comments.
Let’s take a look at the numbers:
We utilized the following accounts:
The videos we selected were chosen to match the accounts they would be used on. For example, marketing related videos for Search Engine Journal and various interesting facts and trivia videos for the other two accounts.
For you that really love to see the numbers, you can view the engagement numbers here.
Have You Noticed the Same?
Like any study, the more information you have, the better. So, have you noticed similar or contradicting results from uploading video directly to Facebook?
Today we're announcing the release of AdWords API v201506. Here are the highlights:
Location extensions within a geographic area is now configurable through the API, which in previous versions was a read-only feature. LocationGroups provides a feedId that is now required when specifying a LocationExtensionOperand in the matching function.
Updates to reporting. Gmail Sponsored Promotion stats are now available in reporting. We’ve added new columns to existing reports, including the Final Url column to the Search Query report and start and end dates to Campaign Performance report. See the release notes for the complete list.
Improved ConstantDataService. CriterionUserInterest objects now have a new parent ID attribute that allows for navigation of the user interest taxonomy hierarchy.
AWQL improvements. You can now explicitly include or exclude zero impression rows when requesting reports using AWQL. Also, the DURING clause became optional when defining ALL_TIME reports. Shared set services were extended with the AWQL query() method.
Improvement to labels. You can now programmatically set label descriptions and colors using the API.
If you're using v201409 of the AdWords API, please note that it's being sunset on July 28th, 2015. We encourage you to skip v201502 and migrate straight to v201506. If you're using v201502, be aware it's now marked deprecated and will be sunset on November 5th, 2015.
As with every new version of the AdWords API, we encourage you to carefully review all changes in the release notes and the v201506 migration guide. The updated client libraries and code examples will be published shortly. With this release, we've also updated the Required Minimum Functionality document to include some of the newly added features. If you have any questions or need help with migration, please post on the forum or the Ads Developers Plus Page. - Danial Klimkin, on behalf of AdWords API Team.
The HTML5 SDK has two main ways to render ads: what we call “standard” rendering and “custom ad playback.” To avoid confusion and to keep you all informed, here’s a breakdown of those rendering modes and how the SDK decides which to use.
If you're using the HTML5 SDK you probably have a web page playing your content in a <video> element. In standard rendering, the SDK will create another <video> element and render it in the ad display container div you provided, which should be placed on top of your video player. The ads will then play in this SDK-owned video player on top of your content player. To the user, it looks like one video player switching from content to an ad, but in reality it’s another video player appearing on top of your content to play an ad and then disappearing. For a visual representation of what’s going on, see the image below.
Why use standard rendering?
The main benefit to this standard rendering involves buffering. Using a separate video player to render ads allows us to preserve your content buffer while ads are playing. If you’re playing a pre-roll, you can start loading your content when the ad starts and buffer the content the whole time the ad is playing. For mid-rolls, the separate player allows you to preserve your content buffer while ads are playing - if your viewer has buffered 10 minutes of your content, and you play an ad at the 5 minute mark, they won’t lose the content in the buffer for 00:05:00-00:10:00.
Custom Ad Playback
As avid blog readers will know, we recommend always passing in your content video element as the custom playback element. If you’re not already doing this, check out our guide to custom ad playback. The HTML5 SDK will intelligently use custom ad playback only when it deems necessary, as described below. When it’s not necessary, it will use standard ad playback.
What is custom ad playback?
When the SDK decides to use custom playback mode, it renders video ads in the same player as your content. This means you lose the buffer-related benefits of standard rendering. If your viewer has buffered 10 minutes of your content, and you play an ad at the 5 minute mark, they will lose the content in the buffer beyond the ad. Certain ad formats (such as AdSense) require an SDK-owned player and can't play in your content player.
Why use custom ad playback?
Simply put, some platforms do not support multiple, simultaneous, active video elements. On those platforms, the SDK can’t create its own ad player because the one allotted video player slot per page is already occupied by your content player. If the SDK tries to play an ad in a second video player, it will either fail to play (freezing the player) or make it impossible for the content to restart after the ad is finished (again freezing the player). Thus we must show the ad and video content in the same player.
How does the SDK know when to use custom ad playback?
The HTML5 SDK looks at the UserAgent string of each browser on which it’s loaded. When it sees a browser that it knows has trouble with multiple video elements, it uses custom ad playback. Currently those browsers are limited to Android and iPhone. We’re in the process of phasing out custom ad playback on Android 4.0+ to bring the benefits of standard playback to users.
Now you know all there is to know about HTML5 video ad rendering. As always, if you have any questions feel free to contact us via the support forum. - Shawn Busolits, IMA SDK Team
Allow Demian Farnworth to tell you a story. A story that you will probably be able to relate to in some sense.
It’s about a stout, whiskered man who thinks sound decisions can come only from a cool head. And that copy should always be short.
“I would never read this. It’s too long.” That’s a pervasive sentiment that will never die. Demian runs into it all the time, most recently with a young man asking for studies, who was suggesting Millennials would not read long copy. That they all have ADHD.
That thought is baloney. Here’s why …
In this 10-minute episode of Rough Draft with Demian Farnworth, you’ll discover:
The surprising study about the reading habits of Millennials
The people group behind the ever-growing consumption of news
A hilarious quote about relativity (you can use to defend long copy)
The two things Millennials do differently when it comes to reading
About the author
Rainmaker.FM is the premier digital marketing and sales podcast network. Get on-demand business advice from experts, whenever and wherever you want it.
On June 20th, 2015, SEO Hacker hosted SEO Summit, an SEO conference at the Alphaland Southgate Mall in Makati City, Philippines. The event aimed to accommodate SEO specialists at all levels. The event found the perfect sweet spot between unreasonably expensive, formal conferences, and lackluster, casual gatherings.
Our SEJ Philippines team was excited to attend. We received press passes from the conference.
Here are our takeaways from the SEO Summit 2015:
Efficiency Is Not Perfection
Optimizing your website suck up a lot of time. However, being busy doesn’t necessarily mean you’re being efficient. According to Sam Nam of Digital Room Inc., being an efficient SEO means working within constraints and spending time in areas that require less work but provide the most value.
Sam Nam, Vice President of Marketing at Digital Room Inc.
How to be an effective SEO: Take a look at what ranking factors you’re using and see whether search engines put importance on them or not. After all, not all ranking factors and keywords are created equal.
Expand Your Definition of SEO
SEO nowadays no longer just means ranking on Google. According to Sam, the future of SEO is niche, which means you can also rank on various websites that function as search engines.
Take Amazon, for example. From a customer’s perspective, it’s an e-commerce site where you can find products to purchase online. But, from a business standpoint it is another platform you should optimize for. If you don’t believe it, just remember these words from Eric Schmidt, executive chairman of Google:
“Many people think our main competition is Bing or Yahoo. But, really, our biggest search competition is Amazon.”
Link Building is Selling
Link building may have gained a bad rap following Google’s algorithm updates, but that doesn’t mean it isn’t effective. Link building works, especially if you know how to use it to improve your link outreach.
Grant Merriel, Co-Founder of Conversion Up
According to Grant Merriel of Conversion Up, “link building is selling”. Therefore, it’s important to know your potential clients and build a relationship with them, before you start talking about what you can do for them. Also, don’t forget to keep all your past data so you know which outreach strategies work and which don’t.
Entrepreneurship is Not for Everyone
One of the great things about the SEO community in the Philippines is that you can surround yourself with inspiring peoplemany of whom were able to transition from being an employee to an entrepreneur. However, Grant Merriel pointed out there are a few factors you need to consider before jumping ship.
Being an employee, a freelancer, and an entrepreneur each has its own set of pros and cons. Grant shared nine questions you should ask yourself to identify whether the journey is right for you. In case your answers reveal you shouldn’t leave your 9-to-6 job to become an entrepreneur right now, remember these questions can also tell what you need to learn to pursue your dream.
Learn the SEO Basics by Heart
The changes in search engine algorithm have brought in different techniques to optimize a website. Some of them are legit, some are not. But if you really want to win with on-site SEO, Sean Si of SEO Hacker reminds us that there are much more powerful factors than content.
Sean Si, CEO and Founder of SEO Hacker and Queryz
These powerful factors he’s talking about are the things we sometimes pass on as basic:
Your entire SEO structure depends on how good your on-site optimization is. If you want to win it, you have to learn the basics by heart.
Keep Your Rankings
So, you were able to get your on-site optimization right. You were able to rank on the first page of SERPs.
Now what? You need to engage your audience.
User activity accounts for a lot today. According to Sean, you should be getting 32% click-throughs if you’re ranking on the first place of the first page for your target keywords.
Otherwise, you will be reviewed by Google’s manual review team. The same thing happens if your visitors bounce out of your site, regardless if you’re getting over 32% click-throughs.
So what do you need?
1. A catchy title/meta description
2. To engage your audience through CRO
Keep this in mind: SEO is not just about ranking for your targeted keyword. It’s also about keeping your rankings.
Featured Image: From SEO Hacker. Used with permission.All images taken for Search Engine Journal
Here are more great photos taken by SEJ at the event:
Alibaba has sold its US-based ecommerce site 11 Main to a key American competitor, highlighting the company’s withdrawal from foreign markets as it seeks to solidify its position at home in China.
11 Main was sold to the US ecommerce operator OpenSky last week, in exchange for a 38% stake in OpenSky.
At the same time, Alibaba announced it would be investing almost 1 billion US dollars in the Chinese food delivery booking service Koubei, ramping up the competition between it and its rival Tencent, which also has a Chinese food delivery app.
Alibaba has said that although it is taking a step back from the American ecommerce market now, it does not intend to leave the market entirely, saying: “in the long run, that’s an interesting market to us”.
Asia largest global market for apps
Asia is now the largest market in the world for apps, according to research by Flurry.
App usage in the region increased by a staggering 77% in the last year, as smartphone usage also exploded in the region, with smartphones being the first internet device for many Asian users.
Shopping and lifestyle apps accounted for most of the growth, increasing by 278%. News apps also saw significant growth of 134%, with utilities and productivity apps seeing increases of 89%. Messaging and social apps; music, media and entertainment apps; and gaming apps also saw increases.
The research revealed other interesting data, such as that the use of shopping apps peaked at mealtimes, and that time on gaming apps accounted for around a quarter of all time spent on apps in the region.
Number of mobile internet users in Nigeria surges
The number of mobile internet users in Nigeria has surged by 1.6 million in the last month to reach over 87 million.
Infinix Mobile, the company selling most of the mobile handsets, has said that on one particularly successful day they sold 30,000 smartphones in the country. Nigeria is its biggest African market, the international mobile retailer added.
The mobile operators Globacom and Airtel Nigeria both increased their customer base during the time studied, whilst MTN saw a decrease in numbers.
Nigeria is not the only country where mobile internet usage is booming – numbers are also growing rapidly in Mexico.
An E-Marketer report predicts that the number of internet users in the country will grow by 9% this year to reach 65 million, equivalent to 54% of the Mexican population. Most of this will be driven by mobile, with mobile access making up 82% of all internet usage.
Chinese ecommerce site JD sees record sales
The Chinese ecommerce site JD celebrated record-breaking sales in its anniversary sale on June 18th last week.
15 million orders were placed on the site on anniversary day, double the sales figures from the same day last year.
Clothes and shoes were the most popular items, with 8 million clothes and 1.2 million pairs of shoes being sold during the 24 hour period.
Smart devices were also popular, with 7 and a half times more devices being sold this year than in 2014. The Xiaomi-produced fitness wristband Mi Band was the top-selling smart device, selling 45,000 wristbands during the anniversary sale.
The majority of shoppers (over 60%) came through mobile devices, up from 40% who bought via smartphone on the Singles Day sale around 6 months ago.
Rocket Internet launches 2 new ventures in Middle East
And finally, Rocket Internet has just launched two new ventures in the Middle East.
Vaniday, an appointment booking system for spas and salons originally launched in Brazil, has launched in the United Arab Emirates, initially covering just the Dubai area.
And the delivery service Wadi, which currently operates in Saudi Arabia and the United Arab Emirates, and has secured backing from Rocket Internet following a successful 3 months. It has ambitions to expand to other countries in the Middle East in the future.
Rocket Internet is a German company that helps launch ecommerce-related companies in new markets.
Webcertain’s global marketing news bulletins are daily 5-minute videos, providing marketers with the latest international digital marketing news in an easy-to-digest format.
Video News Editor at Webcertain
Cal is the Video News Editor at Webcertain. He presents the daily Global Marketing News Bulletin as well as working behind the scenes as a video editor and production member. With 6 years experience as a professional filmmaker and videographer, Cal provides Webcertain with the ability to create video content for its ever-expanding catalogue of video content. Outside of the company, Cal enjoys writing and directing short films and is currently in the process of making his first feature.
Latest posts by Cal O'Connell (see all)
Technology Giant Alibaba Sells US Ecommerce Flop - June 29, 2015
Eiffel Tower And Louvre Look To China For Growth - June 23, 2015
Online Marketplaces Will Rule Global Ecommerce By 2020 - June 17, 2015
When Google Earth was first introduced 10 years ago, it immediately stole my heart. Beyond the freedom to fly anywhere in the world, I was captivated by the ability to paint and visualize geographic data on this incredible global canvas.
Drawn to datasets backed by real human stories, I started making my own maps with KML a few weeks after Earth’s release in 2005. For my master’s degree, I used Google Earth to build a virtual representation of a high-tech biological research reserve. Vint Cerf saw my work, which eventually led to a job on the Google Earth Outreach team, turning my passion for telling stories with maps into a career.
2005 was the beginning of Google Earth’s evolution, as well. In August of that year, Hurricane Katrina showed us how useful mapping tools like Earth could be for crisis response efforts. Rescue workers compared before and after Satellite imagery in Google Earth to better locate where people were stranded. And in the years after, with more than 2 billion downloads by people in nearly every country in the world, Earth has enabled people to discover new coral reefs, journey to the Moon and into deep space, find long-lost parents, clear landmines and much more.
Google Earth images of Gulfport, Mississippi's shoreline before and after Hurricane Katrina
The ability to empower groups as diverse as school children and NASA scientists to learn more about the world is what I love about Google Earth. It has the potential to make the planet a far more connected place, if you take the time to explore, discover and share what you learn. So to celebrate how far Google Earth has come and our leap into the next 10 years, we’ve created a few new ways to help you better see places from around (and above) the world.
VoyagerThe world is a big place, and it can be hard to know where to begin your virtual journey. Now you can jump straight to the newest and most interesting imagery around the globe with a new layer, Voyager, available in desktop versions of Google Earth.
Different imagery types in Voyager are shown by color
In this first edition of Voyager, you’ll find five sections to explore:
Street View: highlights from Street View, including the Taj Mahal and the Grand Canyon
Earth View: striking landscapes around the globe as seen from space (more below)
3D cities: a showcase of cities and towns available in photorealistic 3D (don’t forget to tilt!)
Satellite imagery updates: a map of our most recently published satellite imagery
Highlight tour: with thousands of Voyager locations to choose from, take a quick tour of a few to whet your appetite
The Kemgon Gompa—available in the Street View layer—is a Buddhist monastery in Lukla, Nepal
Earth ViewLooking at our planet from above is not only a reminder of how interdependent our human and natural ecosystems are—it also lays bare the Earth’s staggering and often surreal beauty.
The Hammar Marshes of Iran are an uncharacteristic yet beautiful wetland feature in the otherwise arid climate
Earth View is library of some of the most striking and enigmatic landscapes available in Google Earth. It started as a 20 percent project last year by a few Googlers who enjoyed scouring satellite imagery for these gems. These images soon made their way onto Android phones, Chromecast and Chromebooks as a distinctive kind of wallpaper.
For Earth's 10th birthday, we're expanding the Earth View collection to 1,500 landscapes from every continent and ocean and making it accessible to even more people. The new imagery is available with an updated version of our Chrome extension and a new web gallery. Download high-resolution wallpapers for your mobile and desktop devices, or better yet, print them up for your walls!
The coastline near Ningaloo, Australia in the new Earth View web gallery
Thank you for the last 10 years exploring your world with Google Earth. We hope Voyager and Earth View will unlock a new perspective on our planet. We look forward to seeing what the next decade brings!
Posted by Sean Askay, Engineering Manager, Google Earth
One of the great things about Google Analytics, other than the fact it's free, is how simple it is – easy to set up and easy to use. But if you want to get the most out of your website data, there is additional functionality you can enable that isn't turned on by default.
Here's my checklist for running Google Analytics to its fullest potential – because better data means a stronger ability to form better insights and make better decisions around your digital marketing activity.
If you are asking the user to take an action on your site, you should be tracking it. This could range from making a purchase, signing up to an email newsletter, or even submitting a form. Setting up Goals allows you to not only measure and report on these conversions, but to analyse the traffic source, device, and location. A monetary value can also be assigned to each goal to assist in ROI reporting and optimization.
2. Funnel Visualization
Where there are multiple steps in a goal, like completing a transaction over a few pages, be sure to setup the funnel. Using the Funnel Visualisation tool, you can understand at what stage the dropouts are occurring and stop leaking leads. Fixing user experience, A/B testing or remarketing might all be tactics to explore once you've seen what your funnel looks like.
3. E-commerce Tracking
If your business is around e-commerce, it's a no brainer to enable this enhanced conversion tracking. This will allow a deeper level of reporting across product sales, categories and revenue. Again this provides incredible value when you analyse where these visits are coming from and how your digital marketing activity is performing.
4. Event Tracking
By default, other than tracking which pages a user visits, Google Analytics doesn't tell you a lot about how people interact with your site. To measure interactions, such as how many people click on a share button, or how many users watched a video, you need Event Tracking. To better understand these behaviours, each custom interaction can be manually tagged to report directly into Google Analytics each time the event is trigged.
5. On-site Search
What users search for on your site tells you not only what people are looking for, but also what they couldn't find. The most searched for queries inform you about what content is missing, or if it couldn't be found easily in the navigation or on the front page. By default Google Analytics won't report on these searches, but it's usually not hard to set it up. Learn more about Site Search here.
6. Google Account Linking
Google Analytics integrates incredibly well with the rest of Google's products such as Adwords and Adsense. Manually linking these accounts automates much of the reporting, gives you greater insight across the products and puts all your data in one place.
7. Exclude Internal Traffic
If you, or your employees, are constantly on your site there's a good chance they're skewing the data. Measures like conversion rates and dwell time will be softened by internal traffic and testing. Avoid this by excluding this traffic based on a specific IP address.
8. Cross Domain & Sub Domain Tracking
If your site has sub domains (eg. blog.brand.com and www.brand.com) or you need to track across different domains, ensure all your data is being captured and sits in the one Google Analytics profile. Setting this up also allows you to manually exclude domains as you need to. For example, on many e-commerce platforms paypal.com is attributed as a popular traffic source (due to the nature of the shopping cart), but this can be excluded to better understand where the sale really came from.
9. Google Tag Manager
Implementing the Google Analytics code and maintaining it can be painful if you're not the Webmaster. It can be slow, inefficient and cause problems if not implemented correctly, especially if writing code isn't in your job description! Google Tag Manager addresses these problems, requiring you to only install one piece of code once. Once this is in place you can easily amend and add new tags quickly and without breaking anything – you won't even have to annoy the IT department.
10. Enable Remarketing
If you're going to run remarketing on the Google Display Network, make life easy by turning on the remarketing feature. This will allow you to easily create custom audiences and export them to Google Adwords.
11. Enable Demographic Reporting
Google Analytics can report on demographics and interests of your visitors – you only have to turn on the functionality. Using data from across the Google products, you can better understand who your visitors are and how to target new leads.
12. UTM Tagging
Although it's not technically part of setting up Google Analytics, consider how UTM tags could help you better understand your digital marketing activity. Tracking clicks across display, email, social, etc. and their impact on your site is powerful data, especially when combined with the above tools.
Editor Note: Eric was given a press pass by Unbounce to attend the event. No other compensation or agreements were offered and coverage was not guaranteed.
I attended the last leg of “The Conversion Road Show,” put on by the landing page conversion and optimization company Unbounce, in Boston on June 8th, 2015. This is the first conference series by Unbounce, and by many measures it was a big success. The conferences were sold out in all cities: New York, Toronto, Chicago, and Boston.
The Boston conference packed a lot of speakers into an 11:30 AM- 5:30 PM schedule with more than 150 people in attendance.
The number one takeaway from speakers in Boston was less is better. Minimalist website design caught on like wild-fire in the past two years and is equally prevalent in the world of conversion rate optimization (CRO). The KISS principle (Keep it Simple Stupid) is very alive and very well in the world of CRO.
Unbounce Co-Founder, Oli Gardner
Oli Gardner, Ubounce C0-Founder on CRO Design Tactics
First to speak in Boston was Oli Gardner, Unbounce Co-Founder. He says he’s “seen more landing pages than anyone on the planet”. He’s only been speaking at conferences for a little over a year, and attendee sentiment matched mine: Do not miss a chance to hear him present.
Oli is all about focusing on clarity with CRO design tactics. He’s incredulous that so much poorly constructed communication gets spread widely. He used a riotous example of misunderstood communication by playing pieces of famous songs where lyrics are easy to misinterpret. Clearly, many mega-star musicians do a poor job getting feedback before they release their art:
Sparing his wife from his warm sausage tea is actually “Spare him his life from this monstrosity!” – Queen
Hold me closer Tony Danza – is“Hold me closer, tiny dancer.” – Elton John
It’s a death row hard-on two minutes too late is “It’s a death row pardon two minutes too late” – Alanis Morissette
Oli also noted that Qualaroo is a great tool for website surveys that provide customer feedback, and most people gravitate towards people’s faces and where a person is looking. He stressed the importance of using photos with people looking at the key page call to action component.
I sat down with Oli after the conference and asked him how practices for earned media versus paid media differ. He pointed out that organic traffic is usually less measurable.
For example, landing pages should not be indexed with search engines since it skews the rich data we get with highly targeted paid campaigns. He also stressed different landing pages need to be created for different channels—for example, a more conversational tone should be used for email.
Larry Kim, Co-Founder of Wordstream: “The Game of CRO: 5 Incredible CRO Hacks That Boost Conversions by 3-5x”
Larry said A/B testing is over-rated which caused a hush to pass through the room. He quickly moved to explain the problem is because marketers over-simplify data results. Done correctly, split testing is of course very powerful. However, what worked last month now faces new variables that could change effects. He emphasized what many of us believed, but didn’t the data to confirm: click-to-call is a tremendous winner for companies, and produces a 3% average conversion rate for landing pages.
In addition, we need to focus on the new, more precise ways of qualifying visitors for paid media spends. Google shopping ads is a great example. Image, description, and price are displayed in the same format for all advertisements before someone clicks. Shopping ads get 3-5x more clicks than text ads in part because people like to click near images and the price is clear.
“96% of people who visit a website leave without completing the actions marketers want them to take.”
One of his key takeaway’s was “Bigger changes produce bigger changes.” This was a fantastic point that is central to our innovation culture. “If it ain’t broke, don’t try to fix it,” might be another way of saying change isn’t good. But, it’s actually at the core of our digital media industry.
Michael Aagaard, Founder of Content Verve: “How To Write Copy That Converts: Actionable Insights From 6 Years of Testing”
According to Michael, there are two types of thinking, System One, which is intuitive, and System Two, which is analytical.
System One lets people make snap judgments and is more common. System One is the easy, “ahh” experience and System Two kicks in when we have an “arghhh” experience. Don’t make prospects or customers worry about filling in all complexities of the big picture. Michael suggests this may force them to strain their thought process when the process could be frictionless.
According to his presentation, Michael says we do want to engage both the analytical and creative process. He’s not promoting simplistic is better than complex, but insisting we should think about what can cause dissonance for a customer’s thought process.
Ellie Mirman, VP Marketing of Toast: “Big Wins From the Inbox: Email Strategies to Get More Conversions.”
Ellie thinks email marketing is alive and well, in spite of the many naysayers saying it’s dead. I tend to agree.
She has noticed that simple changes tend to make the biggest differences. In her case study, email with a single call to action increased clicks 371% and sales 1617% over multiple calls to action.
For the best results, she suggests focusing on the message more than on overly complex list segmentation, 25% of which will expire after a year. Instead, run big and wide-ranging tests. Test many email variables, such as time sent, and dates, not just subject lines.
Dan McGaw, Founder of Effin Amazing: “Back to the Basics: Conversion Optimization Process”
Dan’s biggest take away: You’ve got to fail to learn from testing. Don’t be afraid! Google Analytics is not ideal for following individual identities: go with Kissmetrics or Mixpanel if this matters to you. Find where people are dropping from your website and push Q&As to users on those pages.
He also stated that photo choices should be tested once you’ve done more basic testing on graphic elements like buttons. Multivariate testing is super powerful, but research whether you have enough data to implement: you’ll need a lot for meaningful results.
Slide Decks for John Bonini & Chris Savage
You can view slidedecks for the final two speakers of the day John Bonini, Marketing Director IMPACT and Chris Savage, CEO Wistia.
What is it with digital marketing software companies and their ability to get such widely positive feedback from attendees? This was my fourth such conference in two years (the others were Exact Targets’ Social Media Domination, Hubspot’s INBOUND, and Conductor’s C3), and suspicions of spiked Kool-aid (or coffee) during breaks were gnawing at me the next day in Boston.
However, the fact is companies with highly satisfied customers and employees can produce the most successful conferences. People feed on each others’ positive feelings in large groups. There were plenty of smiles to go around in Theatre 1 at The Revere Hotel last week.