Categories
Techno

Why is Apple’s Marketing Just So Darn Good

Apple may go head to head with other manufacturers such as Samsung to attract consumer attention, but Apple has never done a race-to-bottom price war.

They don’t try to compete on price, and they don’t have to

Steve Jobs and his team excelled in manufacturing and marketing consumer products that consumers liked. Apple’s marketing is so effective, in fact, that it has become a benchmark for other companies who want to achieve the same global popularity, revenue growth and living power.

Apple’s marketing is built on simplicity

Apple products speak for themselves. How Apple has continuously increased its marketing while keeping the messaging and visuals simple. Most marketing is free from things like feature lists, pricing or expensive special effects.

ipad2 billboard

They know that the product will sell itself without relying on pomp and circumstance. They had gone on to sell over 1.5 billion products, with stripped-down content and simple advertising.

The logo is a perfect example of his simplicity – a simple apple shape, missing a chunk. There are no clever words to accompany it – none is necessary. Why rely on words when visuals will suffice?

According to the CEB, the most effective way to sell a product to a consumer is through complex advertisements, attractive websites, or hyper-flowed ad copy. You reach them by simplifying the decision making process.

Apple statistics

The Powerful Narrative
Steve Jobs built Apple around a particular set of core values ​​and a customer-centric narrative. Instead of merely seeing operations as “operations”, the company makes a point to show that they stand for something in every aspect of the operation.

Apple is about enriching the lives of its consumers. This is everything they do:

Employee cards remind us of the importance of company values
Salespeople get paid without commissions, allowing them to focus on helping customers rather than closing sales
Play field for children of Apple customers
genius Bar
Part of Apple’s statement is how they overcame challenges in the early days of startup, and how Steve Jobs and his team led Apple to greatness through innovation. This is the kind of narrative people relate to – one that draws their heartbeat and connects them to a brand.

Consistency from product to core value reinforces audience confidence. It tells a customer that they can always count on you to deliver on their promise.

You see the same narratives in companies such as Beard Brand, Burt’s Bees, and Nike who use powerful, moving stories to elevate the brand and make lasting connections to better engage their customers.

Reach Consumer Emotions with Right Language

Apple has clearly gone to great lengths to understand its target customer; How they think, how they speak, the language they use, their habits, their likes, dislikes and more. They know how to talk to customers in their own language, not trying to talk to them like a sales person.

Such understanding creates a wonderful bond between the prospective customer and the brand and a lasting relationship for the existing customer.

Pc vs mac ad

The PC vs Mac ads show that Apple understands a frustrated PC user in search of a better solution. It is a simple language-spoken advertisement that any potential customer can understand.

There was no jargon or explanation that could be misleading for a basic PC user, and such an approach continues to win a lot of customers.

Other advertisements show happy people having a good time with the simplicity of their iPads. This consistent display of positive emotion is the driving force behind the sale. They are not selling more storage, or more battery life.

Apple is selling a sense of contentment happiness coming from a simple lifestyle; One result of owning an Apple product.

Apple sunset photo

They make mystery and buzz
Typically, when a company launches a product, the marketing team will leave knowledge on the audience and reveal all the information that comes up. The intention is to get customers excited about telling them everything about a product.

Apple takes a different approach, creating excitement by withholding information about new products as they tease it. Creating secrets around product launches is one of their best marketing strategies.

It’s an approach that turns existing customers into crazy fans, scouring the web for more information and sharing what they find. It also helps in turning heads by tapping into the curiosity of potential customers.

Categories
Techno

How to Blend Web Analytics & Crazy Egg for Conversion Boosting Glory

And there are countless types of reports that can provide motivation for meaningful A / B testing. But still, it is very difficult to come up with a successful testing hypothesis using only quantitative data.

Why? Because it doesn’t tell you the whole story.

Quoting Avinash Kaushik:

Web analytics will show you where your website is leaking money from. But you need qualitative research to find out why it does this.

This is where the data for Crazy Egg Heatmaps and Scroll Map Reports comes in handy. It makes a perfect match with web analytics and helps you improve the elements of your websites.

We often look for leaks in our funnels and underperforming pages using Pivic Pro reports and segments. And when we do a search, we quickly move to the crazy egg to find out “why” our visitors are losing interest.

Only then are we able to generate meaningful test ideas and truly understand why some parts of our website are not performing so well.

1. Improving the performance of our landing pages on mobile devices

This idea came up during some web analytics research on the performance of our most popular landing pages.

We are challenging each of them against the conversion rate (leads sent from anonymous visitors to our CRM) and bounce rate. As we never settle for the data collected, we have fragmented it by applying different dimensions. Finally, we found that both the conversion rate and bounce rate were significantly below average for mobile visitors:

Bounce rate

It was clear to us that the mobile visitor segment is pulling our conversions down. But we needed to investigate further to collect some qualitative data.

Using Crazy Egg we were able to create reports that showed us the behavior of our mobile visitors. The Crazy Egg Scroll Map report allowed us to see that most of them never fall into the CTA area. As you can see, it was buried very deeply on the page to reach our users:

Call for action area

It turned out that we needed to test a different approach on our mobile landing pages. After analyzing this data, we came up with a new test hypothesis:

“If we move our CTA area above the fold line for the most screen we can reduce the bounce rate and increase the number of leads from mobile traffic.”

Summary

The most important purpose of every landing page can be described in a few simple words from a very entertaining blog entry by Brad Shore:

Make it as easy as possible for the user to say “yes”.

However, finding the right formula to please your visitors can be challenging. Especially since it requires conducting frequent experiments and identifying the elements to be improved. But – thanks to Crazy Egg’s valuable data – finding the pain points of our sites has become less painful.

2. Optimize shopping cart for e-commerce website

We begin each CRO analysis by looking into web analysis data. No wonder here.

Recently we did CRO research for one of our clients. Using Pivic Pro, we found that one of the main obstacles in the conversion funnel was the shopping cart, which had an approximately 60% abandonment rate.

We knew something wasn’t right, so – as usual – we took advantage of Crazy Egg’s functionality and did additional research to detect some undesirable patterns in our user behavior. Using the Crazy Egg segment, we found that new visitor activity is centered around the coupon code field:

Eventually we came to know that the high cart abandonment rate was mainly due to the so-called “coupon hunt” that our users were doing. Unfortunately, most of them tried to implement coupon codes that were already expired. And when he did not work, they left the car frustrated.

Thanks to the above mentioned findings, we managed to come up with another actionable test hypothesis:

“We can reduce our cart abandonment rate and discourage users from coupon hunting by making the coupon area less prominent and moving it away from the CTA area”.

Summary

According to one Emarketer expired coupons are one of the main reasons why potential customers leave your page – about 27% of shopping cart abandon coupon codes disappoint users. But hiding the coupon field is just one of many ways you can deal with that problem.

Categories
Techno

How to Start an Affiliate Program That’s Actually Successful

So did the founder and CEO of eBookB.com and Borinet wrote to the chairman of Archieboy Holdings. The way affiliate marketing works is simple: it is a performance-based advertising channel in which a business pays a commission for conversions for one or more affiliates.

The industry consists of four players: brand, network, affiliate and customer. Not all these players are always involved at the same time; Some brands have an affiliate program and manage relationships directly with affiliates. In other cases, the network has offers to choose affiliates and they also take care of payments.

While this may sound simple, successful execution can be a major challenge for even the most experienced marketer. If done without a strategy, affiliate marketing can be a huge waste of time and money. In particular, in this post I will address the following:

Most often, the answer will be “yes”. Within affiliate marketing, there are many different types of companies, all with different goals that have managed to make affiliate marketing work.

What do you get in the way of sales?

Not to be too excited about affiliates promising 100,000 impressions. There are some barriers between a promise and an actual sale.

Before starting an affiliate program, it is good to analyze what your competitors are doing. Realize that the competitive environment sets the standard for your commissions, commercial arrangements, and objectives.

After conducting your competitive analysis, you are in a position to set up your program. The first step in setting up an affiliate program is how you are going to track sales and who you are going to work with. Will I work with a network or run programs at home?

The objectives of an affiliate program are usually based on your overall marketing strategy, as affiliate marketing is just a tool to achieve your business goals.

How do you define the right commission? Since they make the allied world round, it is imperative to correct them.

We read online that over the past decade many companies have relied on affiliate companies to sell their brands. We also read that affiliate marketing continues to grow, and the industry’s most recent figures from research conducted by IAB conclude that $ 16.5 billion in sales were driven by affiliate channels, while advertisers reported 1.1 billion on affiliate marketing in 2014 Dollars spent, 8% more than in 2013.

In the US alone, it is estimated that affiliate marketing will grow by $ 6.8 billion over the next 5 years.

But how successful have these companies actually been?

Assessing whether affiliate marketing is right for you. You should look at your product and how you can promote it to the affiliates. Using cloud storage as an example, you will see many large US companies such as JustCloud and SugarSunkt as well as smaller niche cloud storage products such as Backup Genie.

Cloud storage products do well by paying high commissions to their partners due to strong customer retention rates.

Just cloud associate

JustCloud offers a high payout based on its strong customer retention rate.

Sugar sink

SugarSync provides a revenue-sharing type of commission.

Looking outside of clear partners, cloud storage companies can also benefit from contacting sites that focus on their niche. For example, online backup software may contact anti-virus software.

Affiliates can be paid on the basis of lead generation, and SaaS companies (hosting, cloud storage) work very well with affiliates. The reason they work well is that the membership business model represents an associated constant cash flow each time it is renewed. In addition, subscriptions ensure that a brand receives their money back over time, including the time they spend for commissions, and will eventually make a profit.

If affiliates do not make any sales and their reporting system states that a campaign has resulted in 100,000 impressions, 10,000 clicks and 0 leads or sales, it means that the affiliate will not be paid, nothing more. Affiliates and networks can tell their customers that they can produce 1 billion impressions, which is just jargon. They cannot produce any sales.

Categories
Techno

The Small Business Guide on How to Create Simple Branded Videos

2015 can be seen as the year of video in the world of marketing, but despite this, branded video has continued to earn its place in the toolkit of every market throughout the entire period of 2016.

While it may seem that only large companies have the resources to create exceptionally well-made branded videos, you should not let excessive visual, artist-edited elements convince you to make similar videos for your business Can not repeat. You don’t have to be a world-class creative mind with a big budget to produce viable video content that people actually want to see.

If you have the time, patience, and some great tools to get started, your small business can make simple branded videos like a true professional.

What is the video worth watching?

Before you exit the cameras and write the script, you have some questions to address. What are some common features of videos with high view counts? What elements of the video make it different from the rest?

The best videos are not always what you expect, nor will they always manage to generate a mass appeal. The most important element of a video is that it somehow connects with the right target demographic. Good music, special effects and creative elements all play an equally important role to achieve this goal, but they too can end up on the way.

In the end, the best video is the one that is viewable and has some kind of replay value. It is up to you to look beyond sheer cinematography and examine how much intrinsic ability your video has to bring to the viewer (s).

For small businesses, the best marketing videos typically feature about one of the following signs:

Teach the viewer to do something

Better yet, show them how to do everyday work using your product is quite easy. How-to videos have been wildly successful.

Take Tasty for example. This YouTube channel has proved the effectiveness of reducing videos. Delicious has seen millions and millions of times, showing various cuisines. So far, he has about 40 videos, has been viewed more than a million times, and is on the verge of a very high million mark.

The audience’s heartbeat (evoking an emotional response)

Including any kind of emotional reaction within an audience is a good thing (except perhaps anger and hatred). By tapping into people’s emotional impulses, you are managing to associate your brand and product with the special memories that people have.

Whether they are about their children growing up, losing people close to them, or any other special pastime of yours, you can tap into this aspect of the consumer’s mind and create positive relationships about people and your product. Can make For example, this Chevrolet commercial enters the hearts of dogs with relative ease (who is cutting onions on this post?) The effectiveness of these types of video ads goes without saying.

Demonstration of use of a product

There is nothing like showing your product at work, intended to do so. Without a doubt, this is the foundation of infomercials. Despite this, if your product is interesting enough, then this route is definitely an option. It is simply a matter of having the ability to sell the product.

You can also put a weird twist on more mundane products like soap. Consider this feminine body wash advertisement as a frame of reference. If a person uses the product, then its use has to be justified. This is a fun twist on the use-of-product model.

Take the viewer behind the scenes

Showing your audience that what you see within your company’s underbelly can pay off big time. It is not necessary to have everything in the advertisement at face value.

The Dollar Beard Club showed how you can emphasize the events happening in a company’s back room, combine it with great ad-copy, fun camera work, and make the whole process a little overpriced. Are, and you consider yourself a very funny advertisement, who looks at the eclipse with ease, the million mark.

solve problem

Many of these come in the form of public service announcements. They may also come in the form of product and / or commercial advertisements.

Kmart showed a good example of this. They came up with a play on words with a real problem and made a funny ad out of that. Being a company that solves problems, no matter how big or small, puts you outside the purview of pure selfishness and taking care of your image as an audience for your money rather than just another company. Allows to keep it as a friend.

Categories
Techno

Are You Forgetting To Optimize For Awareness

The best color for your CTA. What hero images work best. How to tweak your headlines. Writing conversion focused copy.

These are the bread and butter of writers like me.

We know that these articles are attention-grabbing, because, people are always looking for an easy solution.

Marketers worldwide dream of changing the color of their buttons and seeing a 200% increase in conversions. They fantasize about using a headline template that skyrockets their income, and honestly believe that the image of a better hero can save a failing business.

And so we create materials that come into play for those needs.

Often, that content is still relevant and useful. But you also know that I good CRO (Conversion Rate Optimization) depends more on amending some on-screen elements. It takes longer than a cursory change to convert a failed page into a conversion powerhouse.

Even doing all the above actions together is not a complete solution. Add in some ongoing testing and you are close, but still not at the point that I consider your strategy to be “well planned”.

No, you see, all these actions are secondary. Yes, they can help increase your conversions and yes, they need to be a part of your campaign.

No, if you are launching a new site or optimizing an existing page, then you should focus on one aspect. An action is often overlooked in the majority of these articles you have read.

What is often overlooked but incredibly important

I give a realistic example.

I have recently been helping a real estate agency improve their landing pages. They were seeing some good traffic from their PPC ads, but had a much lower conversion rate than that traffic.

He was in dire need of a fix. And so he followed the advice that experts and writers give up on themselves. They have changed button copy, placement and color. His headlines improved and even threw up some very wonderful images of his qualities.

Nevertheless, there was a blinding problem. One that took me a total of 30 seconds to notice.

Traveling here was taking their chances.

They go to Google and type something along the lines of “2 Bed House in London”. The PPC advertisement of the agency directly visible and had a relevant copy.

Not a bad start.

But as soon as the ad was clicked it fell apart. It redirected to a landing page, with beautiful design, well thought out CTAs (placements, colors, and text), great images, and enough social proof.

So, why was it not changing?

Well, my search was for 2 beds in London. The properties depicted on that landing page were all 2 beds in Manchester. Their targeting was off, they linked to a page that focused on one of two keywords in the search term. 2 beds.

If you are not familiar with the UK, these two cities are at opposite ends of the country.

Very few people who live and work in London want to go to Manchester and have four hours of commute each day.

The client had invested a lot of time and effort in optimizing their landing page details, but fell into the first hurdle.

The page they created was unrelated to their traffic resolution.

The most important thing for your landing page
Understanding your target market is one of the most important steps you can take before placing the pen on the keyboard with paper or finger.

Ignore all the information about the nuts and bolts of landing page optimization and instead focus on your targeting.

Without even knowing what your user wants, even the most beautifully designed landing page will fail to convert. Dale Cudmore expresses well in this work he wrote right here on Crazy Egg Blog:

“One thing that all high converting websites do is

Without it, you will not be able to retain visitors or convert anyone.

We are talking about price. ”

And this is the key to a successful landing page. Even a poorly optimized, ugly page can convert well if it conveys value for your customers.

It is an echo across the web; Your value proposition is the most important factor for high converting landing pages.

WF_LIFT_Model_2015-01-600×671

So the question becomes what makes a landing page valuable?

90% of the advice you have read online about landing pages suggests you to consider the user awareness phase. Your user is within their purchase journey to create a landing page specific to the stage.

Look at the image below to help you understand the stages of awareness.

capture12

But awareness is only half of the equation. To ensure a landing page you need to consider something else that is as accurate and targeted as possible.