A Key Takeaway from Every CTA Conference 2015 Day 2 Speaker
Joanna Wiebe: Copy works best when it leads design, not being squeezed into existing design. The reason marketers exist is to illicit a positive reaction to a product. However, most marketers play it safe. By just saying what your competitors are saying, you are creating a brand that sounds just like all the others.
Michael Aagaard: Don’t test without doing your research first. If you spend four weeks per test per page, that is a total of 12 tests per year. So, make those tests count! Research the problem before trying to solve it. Don’t treat split testing as a research tool. Instead, use it as a method to verify your research and test your hypothesis.
Research the problem before trying to solve it. Don’t treat split testing as a research tool. CTAConf Tweet This!
Mike King: Your lead generation tactics should be dictated by your business objectives. With that said, lead generation is not about us. It’s not about how we feel as marketers, it’s about what our customers feel. Segment and understand what pockets of your audience convert best. A successful lead generation model looks like this:
Understand > Prepare > Fulfill > Qualify > Capture > Nurture > Close
Your lead generation tactics should be dictated by your business objectives. CTAConf Tweet This!
Nathalie Nahai: When designing anything user facing, remember we are ALL the user. We don’t want to be manipulated, something many brands are guilty of attempting. Before launching anything, ask yourself these three questions:
- Are you enabling your users to achieve their goals?
- Are you coercing them into doing something else?
- Are you designing experiences for mutual benefit?
Designers, marketers, and CROs are the architects and the users of the future of tech. Think about the world you want to create.
Phil Nottingham: The best videos help create trust and are always goal driven. You want to integrate your story throughout your landing page and video. Think about the Minimum Viable Conversion (MVC) — the minimum action someone has to take after watching your video that is beneficial to you. Video MVC options for landing pages include:
- Keep Reading
- Watch Another Video
- Visit Another Page
- Ask a Question
- Provide Email
Joanna Lord: Think about testing as an infrastructure investment. Testing isn’t just about landing pages. It is a culture wide thing. Test a variety of thing from swag distribution to hiring processes. You shouldn’t have just one person owning testing — it should be baked into your company culture. A testing company culture is a business advantage.
Testing isn’t just about landing pages. It is a culture wide thing. CTAConf Tweet This!
Karl Gillis: Less is more! Web design isn’t about adding stuff. It’s about keeping those elements that add value. Limit the number of elements on your page and you message will be so much clearer. Bonus: White space and bullets work wonders, don’t be afraid of using them!
White space and bullets work wonders, don’t be afraid of using them! CTAConf Tweet This!
See you at CTA Conference 2016!
Day two of Unbounce’s CTA Conference 2015 felt like a checklist of exciting actionable takeaways to…test! From learning how to test effectively to video marketing best practices — hope you enjoyed my recap and can apply some of these concepts and tips to your own marketing strategies!
