first_imgDons held to two hits in home lossBy Paul LeckerSports ReporterMARSHFIELD — Prentice’s Taylor Brayton limited Marshfield Columbus Catholic to just two hits as the Buccaneers blanked the Dons 5-0 in a WIAA Division 4 baseball regional quarterfinal Thursday at Jack Hackman Field.Brayton struck out 10, walked three, and gave up just the two hits to earn a complete-game shutout victory for Prentice (3-10).Columbus pitcher Billy Young matched Brayton through the first five innings in keeping the game scoreless. Then the Buccaneers scored five times in the sixth. All of the runs were unearned. Young finished with six strikeouts and six walks while giving up just three hits.The Dons end their season with a 7-12 record.Prentice moves on to a regional semifinal at No. 1 seed Loyal (18-1) on Tuesday.(Hub City Times Sports Reporter Paul Lecker is also the publisher of MarshfieldAreaSports.com.)Buccaneers 5, Dons 0Prentice 000 005 0 – 5 3 4Columbus Catholic 000 000 0 – 0 2 2WP: Taylor Brayton. LP: Billy Young.SO: Brayton 10; Young 6. BB: Brayton 3; Young 6.Records: Prentice 3-10; Columbus Catholic 7-12.last_img read more

first_imgWe really wish Twitter would have implemented threaded replies into the service when it first launched. This would’ve made it much easier to track conversations across Twitter. Instead Twitter users have to rely on a host of conversation tracking services to fill the void that Twitter has left wide open. Summize, now Twitter Search, is one of the best services for tracking conversations on Twitter. While many tools exist, only a handful correctly deliver on their promise. Tweader is the latest Twitter conversation tracker to hit the market. However, it doesn’t deliver on its promise correctly either.Using TweaderTweader is very simple to use. All that is required is the ID of the message in the conversation you’re trying to track. You can find the ID by clicking on the time-stamp of the message. Clicking on the time-stamp will take you the page of the twitter message. At the end of the url for the message will be 9 digits. This is the ID number of the message. Tweader will grab any part of the conversation that happens before the message that you entered. You can view the conversation in three different styles: regular, chatty, leftward. These styles provide a very basic styling that changes the background image behind each message.Broken PromisesThere are a host of problems with Tweader, which is why we feel it doesn’t do what its designed to do in a way that’s beneficial to users. As aforementioned, the service only tracks conversations that happen before the message you enter. Providing information of the entire conversation is what we call “tracking the conversation”. Isn’t that the purpose of the service? Why are we only receiving what comes before and not after? Secondly, Tweader is relying heavily on what Twitter says. Instead, the service should use semantic technology to gather context clues to provide better conversation results. If it had it might have provided the correct response for this conversation:On the other hand, Twitter Search had no problem keeping track of the same conversation:Words of AdviceAnyone can throw together a bunch of code that pulls the information that Twitter already provides. In doing so, you’re creating a half-baked product. Creating something useful requires you to go the extra mile and provide what several other services are too lazy to provide. Tweader has a great user interface and it’s dead simple to use. However, none of this matters because it doesn’t correctly deliver on its promise. Tweader will be useful for those that don’t “tweet” much. However, if you’re an @ reply fanatic, stick with Twitter Search. corvida 1 Top Reasons to Go With Managed WordPress Hosting 8 Best WordPress Hosting Solutions on the Market A Web Developer’s New Best Friend is the AI Wai…center_img Tags:#Product Reviews#web Why Tech Companies Need Simpler Terms of Servic… Related Posts last_img read more

first_img Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Pepsi is launching a new beverage called Tava.  For a company like Pepsi, this would normally mean lots of TV ads, billboards, some radio spots, print ads in magazines, and a website.But, for Tava, they are using a new model and focusing more on Inbound Marketing.  They have set up a website, and are also doing a lot of free samples and other creative stunts, plus some banner ads. What is even more interesting than Pepsi using more inbound marketing for the launch of Tava is that they are targeting a much older audience than you might think these techniques would be good for – 35 to 49 year old men and women.Pepsi is calling their audience the “reborn digital” crowd – people that did not grow up with the Internet, but now use it as a part of their daily lives.  They also believe that there are a number of influencers in this crowd – people who blog and share and promote things to others, making it a good initial target audience.  Looks like it sort of worked on me.  I haven’t even tasted the stuff, and yet I am talking about it in a blog article, even though the article is about how they are marketing the product.I look forward to seeing a Facebook ad for Tava soon.  Read this New York Times Article about Tava for more background on the marketing behind Tava.PS – Pepsi… I know you sent free samples to the Google offices.  We’re waiting for a couple cases at HubSpot.  Our address is One Broadway, 10th Floor, Cambridge, MA 02142. Originally published Apr 28, 2008 10:58:00 AM, updated October 01 2019last_img read more

first_img Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Threat Level is a great guy, a creative visionary and a starter of things.  But most importantly alexis (or kn0thing as he is known online) is single-handedly responsible for what modest success I have as an entrepreneur — and any future success I might have.  He’s second only to my mother in making me possible.  This bold admission was arrived upon after some negotiation with alexis.  His modesty would not allow him to take full credit for my success.  (His modesty is widely acclaimed and demonstrated through his use of all lower-case characters for many proper nouns associated with him — hence the weird capitalization in the title of this article.) Back to why alexis is responsible for my success.  alexis and reddit Favorite Business Book(s)? startup blog Steve Huffman , but after his vote on the telecom immunity bill, I’m denying him the shoutout.  You’re on notice, Barack. Discipline: the ability to commit to something and get it done. Your first “real” job?: alexisohanian.com Originally published Jul 30, 2008 1:36:00 PM, updated March 21 2013 ).  So there you have it.  alexis begat reddit begat OnStartups.com begat HubSpot begat my plan for global domination. Former Fannie Mae CEO, Franklin Raines. My laptop.  Granted, I’m typing on her right now, so I’d better answer that way. The Guardian Blog you read most frequently? Where Do You Do Your Best Thinking? My mother and father inspire me on a near daily basis. Who Was Your Best Manager? Why? The last time I was asked this, I said Obama alexis ohanian, the co-founder of Gmail begat reddit (this is the first time I’ve used the word begat in a sentence — it feels good).  reddit sort of begat OnStartups.com (my What Do You Most Value In Employees/Colleagues? alexis ohanian Proust Questionnaire Social Media Tool you actually use? Speech & debate.  Or cuddling.  But not both at once. TechCrunch Favorite Newspaper(s)? (Real answer: Person that inspires you? Your Favorite Software Application? Device you would never give up?  — it helps me learn English, too. I had to Google “Social Media Tool,” but I’m still not sure what it is.  All the results I got were Twitter-related; it’s just not stable enough for me.  I do actually use my BlackBerry every day, though. Tony, my manager for two years at Pizza Hut.  He told me I could make a successful living as a professional waiter in a big city like New York.  This means a lot to a 16 year old, as did the fact that he let me take free pizzas home. What Would You Like To Be The World’s Best At? Shower.  That’s why I sometimes take so long in there, honest. One day, after helping a customer choose between two mice, he handed me his business card and offered me a sales job at his company (food-related, I remember).  I was an overweight kid until the end of high school, so he probably thought I was older — and would enjoy a job working with food.  Just kidding!  I get all my startup news from the conversations I overhear in SF cafes; I strive for credibility. Frankly, I don’t think I’ve had one.  My first non-lawnmowing job was in the summer after 8th grade, when I worked as a sales rep for a now-bankrupt company called Sidea.  We demoed software and hardware in a booth at my local CompUSA. Dot.con – How America Lost Its Mind And Money In The Internet Era Which business visionary would you most like interviewed next? marketing software startup For more about what alexis is doing now (like breadpig), visit and , which is owned by my parent company.) ) by driving a bunch of traffic in the early days and helping build that crucial initial readership.  OnStartups.com sort of begat HubSpot (my current The Loraxlast_img read more

first_img “According to the sandbox effect,Google temporarily reduces the pagerank of new domains, placing theminto what is referred to as its sandbox, in an effort to counter theways that SEOs attempt to manipulate Google’s page ranking by creatinglots of inboundlinks to a new web site from other web sites that theyown.” Or, in other words, if you’ve got a new domain that Googledoesn’t trust yet, you can be put in the sandbox and it’s going to benear impossible for you to rank for any competitive terms until Googletrusts you enough to take you out of the sandbox. So there you have it. Originally published Dec 14, 2009 11:28:00 AM, updated October 20 2016 Google Updates Topics: ), Rand Fiskin, from SEOmoz.  Here’s what he had to say: One of the more richly debated topics amongst SEO experts is theGoogle Sandbox. The pinnacle of online authority, Wikipedia, describesthe Google Sandbox thusly: solutions to Google penaltiescenter_img . [full article] So, does the Google Sandbox exist, or is it a myth?  I wasn’t sure, so I asked the smartest SEO ninjas I know (and one of the smartest SEO people How about you?  Do you feel like you’ve had a site stuck in the Google Sandbox and are not allowed to play with the other children?  Leave us a comment with your sandbox and ranking woes. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack “Google’s sandbox is neither mythical nor cartoonish. It’s spelled traffic doom for thousands of sites.Although the causes of this frustrating filter (and the solution) arestill unknown, webmasters should be paying attention to potential signsof danger. If pages on your site can’t rank for obviously navigationalqueries (particularly those that include your brand name), you mightwant to look for anywherelast_img read more

first_img Topics: Your Facebook business page is a haven for well-crafted status updates, photos, and links — it’s the ultimate content-sharing platform. But in order to understand which content you post is actually benefiting your business, you need to take the time to analyze your Facebook Insights (Facebook’s proprietary business page analytics tool) to capitalize on what works and wave au revoir to what doesn’t.Trouble is, if you’ve ever exported data from Facebook Insights, you understand the overwhelming nature of what you receive. With multiple sheets and columns of never-ending data points, it can be hard to know what you’re looking at, let alone what the data means! Many of the data points are repetitive and/or provide no way to improve your marketing. This post will delve into exactly what you need to extract and analyze in order to learn how to improve your Facebook content strategy. Either follow along with the video tutorial, or read the steps below.Let’s get started!1) Export With the Right SettingsFirst, we need to export the data. Go to your Facebook Insights tool (you can access it through your Admin Panel in the new page design) and click the “Export Data” button above the graph and to the right. Choose the following settings, specifying the date range you want to analyze:2A) Trim the Useless FatAs we mentioned before, Facebook provides you with an overwhelming amount of data. It’s no wonder we don’t see more people exporting and making important marketing decisions based off them — you don’t even know what you’re looking at! In fact, there are so many columns of different data points, that it goes beyond the alphabetically categorized columns in Excel, which must start marking columns using two letters.Note: Each of the data points below are split into three separate data points in your exported insights: daily, weekly, and 28 days. We are focusing on daily — social media moves too fast to be focusing on the impact your content has on a weekly or monthly basis. According to StatCounter, the half-life of a shared link on Facebook is about 3.2 hours (the point in time when a link has garnered half of the engagement it will ever receive). Thus, it’s essentially a waste of your time to look past daily.Now, let’s trim all the excess fat. Delete columns bolded in black, and keep columns bolded in orange below.People Talking About This: DELETE. This is the number of people sharing stories about your page. At first glance, that sounds lovely. But this includes people who like your page, people who post on your wall, and even people who RSVP to one of your events. The action of liking (or unliking) a page or declining an event are not actions that show any sort of engagement with the brand — or even indicate that people are talking about you. Page Stories: DELETE. This metric is the “number of stories created by your page.” How is that different from above, or what makes it different? Facebook doesn’t tell us, and if you don’t know exactly what it means — cut it.Lifetime Total Likes: KEEP. This is the number of people who have liked your page by that day. This is an important figure for observing how your content posting is translating into more attention and more people liking your page, letting you know they want to receive your content.New Likes and Unlikes: DELETE. Spending your time tracking the increases and decreases in your page likes will only frustrate you. What’s more important is to focus on is how your overall number of lifetime likes is trending.Friends of Fans: KEEP. This is the fans of all the lifetime likes listed above (AKA all the people who could possibly see your content). This is your pool of people who will potentially see what you’re posting. We’ll discuss this more in the next step.Engaged Users: DELETE. Oooh that sounds nice! Don’t be fooled by the buzzword. Facebook tells us this is the “number of people engaged with your page.” This is as vague as page stories. If we don’t know how they’re engaging, we can’t use this metric.Reach: DELETE. The endless reach numbers provided in your exported sheet — organic, paid or viral — focuses on the number of people who have seen your content. “Seeing” your content could mean a user scrolled past it in their feed, or it popped on their ticker. That doesn’t mean they actually looked at. There’s a big difference. Toss it.Impressions: DELETE. Impressions is a measure of the number of times your content or page was seen. There’s no specificity as to who actually saw it, what they saw, or if there was any interaction with it. Who cares if they saw your page if they didn’t do something when they arrived?Logged-In Users: DELETE. While your public page may be seen by users in search engine results, we can assume that most people who saw your content did so while logged into Facebook. Regardless, knowing whether they were logged in or not is not the focus of your analysis.Page Consumers: DELETE. We’re getting warmer. This metric tells you the number of people who clicked on any of your content on your page. A link, a photo, a status. It even excludes useless clicks such as clicking your like button. This is what we want, but there’s a better metric coming next that we’ll use instead.Page Consumption: KEEP. While this metric sounds exactly the same as the one above, it’s even better. This data point doesn’t focus on the number of people who consumed your content, but rather the number of total page consumption. One “consumer” could be consuming more than one post on your page, so this metric would count those two clicks as two clicks rather than one click from “one consumer” as in the metric above. This is what you want. You want to know that, of the content you are posting, how much of it is actually being consumed — actually being clicked.Negative Feedback: DELETE. Having any social account means you’re ready to take the heat when things get negative and address them. You shouldn’t be focusing your time on analyzing how much of it you’re receiving, as it’s very difficult to measure how to prevent someone from having a negative experience. Sometimes it’s due to being in a bad mood and nothing to do with your actual brand. Facebook also doesn’t say how it determines if a comment is negative.Check-Ins: DELETE. This is the number of check-ins at your business. Certain business pages don’t even allow users to “check-in” because the company page is not a brick and mortar type business. For businesses that do focus on people physically coming into their store, this could be interesting to look at, but for this particular content analysis, it serves no purpose in determining how it can benefit what you’re posting on your actual page.Facebook also gives you other sheets of content which you can use for a deeper look into your analytics. But for the purposes of this tutorial, we’ll focus on the “key metrics” that will help you make better marketing content strategy decisions on Facebook.2B) The Meaty DataAfter you’ve trimmed all the fat, you’re left with three data points: Lifetime Total Likes, Daily Friends of Fans, and Daily Page Consumption. This is the meat of your data; the figures that will help you understand how your content is performing on Facebook. Lifetime Total Likes tells you exactly how many people like your page, Daily Friends of Fans tells you how many friends of those total likes can be reached — your true total reach. Then, Daily Page Consumption tells you the number of people (out of the possible number of people who could have been reached) that were actually reached.3) Fine-Tune the Metrics You NeedNow that we’ve narrowed down that massive sheet to three main data points, let’s insert a new column next to your “Daily Friends of Fans” column, and name it “Total Daily Reach.” Click the first row of your newly created column and start typing =SUM into the row. Then click on the first data point in your “Daily Friends of Fans” column, insert a plus sign, and click the first data point in your “Lifetime Total Likes” column. Hit enter, and you will have the sum of those two metrics. Then highlight the sum, hit copy, and drag the corner of the box down to populate the entire column with data (Check ~4:30 in the video above if you need more help with this step). You’ll see that Lifetime Total Likes and Daily Friends of Fans have now totaled to represent the Total Daily Reach your Facebook page has — every single person who could possibly see your content.Now we have two key insights: 1) the total number of people who could have possibly consumed your content, and 2) the actual number of people who consumed it.4) Make the Data PrettyNow you can go ahead and create a visual representation of your two key metrics to understand the full picture of what is going on.First, highlight the “Date” column as well as the “Daily Total Reach” column. Click Charts –> Line Chart –> Stacked Line. You should get something like this, which will indicate the growth of your total Facebook reach:Chart A: Total Facebook Reach GrowthNow repeat these steps, instead highlighting the “Date” column as well as the “Total Post Consumption” column. The resulting chart should be much more interesting, as it represents trends in how people are either increasingly or decreasingly clicking on and consuming the content you’re publishing to your Facebook page.Chart B: Daily Post Consumption5) Extract ConclusionsWhile pretty charts can also help you impress your boss in marketing meetings, what you really need to do now to make this all worthwhile is to look at the data and correlate it with what you’re posting on Facebook. For example, analyze why there are instances of your line decreasing (this indicates a drop in engagement) on one day, and why is there a spike on another day (which indicates an increase in engagement)?Using HubSpot’s Facebook page as an example, from Chart A we generated in step 4, we see that there is a constant increase in our total Facebook reach. We don’t have much to be concerned with since the reach number is steadily increasing, but if that chart was inconsistently jumping up and down, showing a decrease, or showing no change, then we would probably want to test new Facebook campaigns and try posting different types of content to figure out how we could positively impact our reach growth. Ultimately, the more expansive the reach you have, the more opportunities you’ll have to convert Facebook fans into leads and customers for your business. And isn’t that the ultimate goal?This leads us to the “Daily Post Consumption” chart (Chart B) we also generated in step 4 — the actual number of people who were reached and are consuming our content. As you can see, something happened that led to a slow decrease in HubSpot’s click-through rates (CTR). As a result of this analysis, the HubSpot social media team looked through the content we published to Facebook on certain days to identify which content posts were not being clicked or engaged with on our page.By taking the time to relate individual posts with their clicks, you can analyze which types of content perform well on your page. In HubSpot’s case, by doing so, we were able to get our act together, cut out what wasn’t working, and post more of what was working, helping us to spike up our engagement rate once more, as illustrated in the graph.6) Constantly AnalyzeNow you have a system in place that will allow you analyze your Facebook content strategy daily, weekly, or monthly — whenever you choose to check in on your metrics (we suggest often!). Save your original exported sheet, and add to that every time you update. By tracking your progress, you’ll never be caught off guard when you start noticing that traffic and leads from Facebook are suddenly on the decline. Remember, more engagement with your Facebook content leads to better potential for traffic and leads from Facebook.There you have it! Hopefully the daunting task of understanding Facebook Insights to improve your content strategy is now a valuable process for your marketing team.Further Facebook Marketing Help If you need help figuring out what content you should be posting to increase engagement and how you can use that to reach those “Friends of Fans,” be sure to attend workshops three and four of our upcoming webinar series with Facebook, Facebook for Business: 4 Steps to Success. Then you’ll have a complete system in place to not only analyze, but to also make improvements to your Facebook content strategy!How else are you using Facebook Insights to improve your Facebook marketing strategy?Image credit: TabJuice Social Media Strategy Originally published Mar 28, 2012 4:30:00 PM, updated July 28 2017 Don’t forget to share this post! 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first_imgIf you can’t recognize her, that’s Minnie Mouse. Lost some weight, eh? Here, take a look at Daisy: The thing is, they have a pretty good point. But you know what makes you look like a total schmuck? Calling out your competitors, and picking on them. Dude, if you’re better, show me. The proof is in the pudding. The cream rises to the top. You know, all that jazz. When your marketing centers around what your competitor is doing wrong, instead of what you’re doing right, you just look petty. Let’s keep the competitive warfare classy, people!What 2012 holiday campaigns do you think missed the mark, or totally nailed it? This commercial received a ton of backlash, with many viewers saying it was a sexist. The Advertising Standards Authority (ASA) stated that most people complained because “the ad is offensive because it is sexist to both men and women and reinforces stereotypes.”I think this campaign missed the mark not because it’s offensive necessarily — I tend to agree with the sentiments expressed in the ASA’s quote, but plenty of others feel differently. It missed the mark because the image of the tired, stressed out mom, doing it all herself, is pretty played out. That character has been worn into the ground, and I think most people are looking for something way more creative, and far less simplistic than what the ASDA churned out here.Bing’s ‘Scroogled’ CampaignMost marketers pay more attention to optimizing for Google search than Bing. The same goes for paid search — the big bucks are going to where more consumers flock — Google. It’s safe to say that, for a myriad of reasons, Google’s winning the this whole search game.So, what do you do if you’re Bing? Launch a holiday campaign that makes you look like a petty, poor sport. Here’s what Scroogled is all about: Alright, here’s where I take issue with this commercial:1) If Derrell wanted to see his mother, he could fly her out himself by cutting out the Starbucks. I did a little rogue math to figure this out. Assuming Derrell and his wife are only buying Starbucks’ cheapest menu item, the small cup of regular coffee, it’ll cost them about $3.30 each (tax not included) to buy coffee every day, rounding out to about $99 a month they’re spending on Starbucks. Alternately, they could brew their coffee at home, where a 12 ounce bag of approximately $7 coffee would yield them a cup of coffee costing around $0.58. So in one month, they could have coffee at home for about $34.80, saving them $64.20 a month. I don’t know how much the plane travel costs, but after 3-4 months of cutting out the Starbucks, I bet the travel plans could be arranged.2) I’m going to assume Derrell saw this money-saving opportunity in front of him, but for some reason, didn’t take it. You know what? That’s your business, Derrell. It’s not for me, or anyone — that includes Starbucks baristas — to meddle in your personal life. How did this barista find his mom’s contact information? How did she know Derrell and his mother hadn’t had a huge falling out? What if Derrell was going out of town with his wife that weekend? There are too many variables here, which is why most people — who you’d consider acquaintances, at best — don’t typically fly your family members out on a whim to hang out with you.I think Eli Sussman summed up the general tone of the commercial best: “A Starbucks commercial about family guilt with sappiness as thick as the foam on top of that vente half-caf pumpkin spice espressachino.”The Walt Disney Co.’s and Barneys’ ‘Electric Holiday’ CampaignThe idea of combining Barneys’ high fashion world with the magic of Disney sounds like a marketing match made in heaven, especially for creatives and branding professionals. What came out of the campaign, however, had some people wondering if Disney had jumped on the “thinspiration” bandwagon. And frankly, I didn’t quite get the holiday tie-in, either. Here, take a look at how Barneys and Disney did their mashup: Holiday Marketing Ah, the holidays. When all sorts of companies across every industry try to find a tie-in — any tie-in — between their product or service and a holiday theme.Okay, I’m being a little snarky, because I usually really love it when companies think outside the box to market themselves. After all, who cares if someone like Old Navy comes up with a cool holiday campaign? They have millions of dollars to spend, and everyone’s going to hit them up for gifts of sweaters and socks, regardless. What’s awesome is when you see a company unexpectedly nail it.But we’ve already covered the companies that conceived awesome holiday campaigns. So now, it’s time to review the ones that totally missed the mark. Whether offensive, petty, or just plain ridiculous, check out five of the holiday campaigns that threw us for a loop.Lexus’ ‘A December to Remember’This year, Lexus is running its December to Remember holiday sales campaign again — one they’ve been running since 1998. You know the one. On Christmas morning, a husband leads his confused wife outside to find, SURPRISE, a brand new Lexus with a big red bow on it.Thanks, Santa!Or perhaps you recall one of the most egregious of the campaign’s commercials, where a teenager received a bow-adorned Lexus as a present after asking for a CD player for Christmas. Oh, she got her CD-player … wrapped in a luxury car! Daddy, you’re the best.I have a few words on why I think this campaign doesn’t quite hit the mark despite its long run, but this parody video, in my opinion, says it best: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Dec 25, 2012 9:00:00 AM, updated October 20 2016 Topics: Finish watching? Those sentiments — “Do you have any idea how much insurance alone on that car costs?” “We’re gonna get evicted,” and “We don’t even have health insurance!” — are more along the lines of what I’d expect to hear if anyone I knew pulled this stunt on their significant other.As a marketer, I “get” that the point behind this is to instill a sense of fancy and wonderment in viewers, even if they’re not part of Lexus’ target market. But the flip side of the coin is  how obscenely ridiculous the call-to-action is, especially when the economy was really in the tank and these commercials were still running. How out of touch can you be?I’d take less issue with this campaign if they were targeting it to, say, Yachting. Hey, there’s a corner of the earth that actually does buy luxury cars as presents, so if you can find a way to target them, and not the 99.99% of us eating store-brand tortilla chips on our couch during Monday night football, more power to ya.Good on Lexus, I suppose, for having a long-running campaign that makes December their most profitable month of the year. But this one just doesn’t strike a chord that’s in tune with the whole “holiday spirit” thing. In fact, maybe ZipCar could do a response campaign about the more realistic, economically-feasible way to give the gift of car travel this holiday season ;-)Starbucks’ ‘Rekindle’ CampaignIt took me a while to find this video, but find it I did, and most of what I wanted to say about why this campaign falls short, someone else — Eli Sussman, former advertising executive — already said. (Ah, the internet.) But he said it really well, so I encourage you to read it.Here’s the video before I go into why this campaign is just … ridiculous. What exactly is the goal here? What I see is the Disney characters little girls (and boys!) adore being rendered stick thin for a campaign touting high fashion. Upon releasing these images, much of the campaign commentary centered around what came off as a promotion of eating disorders. To little kids. Who like Disney. Not. Good. As the Huffington Post’s article entitled “Disney Characters Get Scarily Slimmed Down for Barneys” put it, “So, what do Minnie Mouse, Goofy, and Daisy Duck look like with the Kate Moss treatment? First of all, creepily reed-thin, in the way only a cartoon character can. Could giving characters beloved by children the “thinspo” treatment be a bad idea?”Despite outcry for the unhealthy imagery back in August, even getting to the point of consumers filing petitions against the images, they went forth with the campaign in November. I think the big name celebrities gracing their runway got more people’s attention than the disturbing images.ASDA’s ‘Christmas Doesn’t Just Happen By Magic’ CampaignThe holidays is a stressful time for lots of people — it’s a time of year when many people are stretched for time and budgets, and emotions (and kids’ expectations) can run high. This is not a new concept, right? That’s why it’s strange ASDA hinged their 2012 campaign on it. Here, take a look at the frazzled mom making Christmas happen … all by her lonesome:last_img read more

first_img Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Sep 18, 2013 11:00:00 AM, updated October 29 2019 Marketing Terms Staying on top of new website design and optimization trends may feel intimidating. The technology seems like it evolves every single day so that while you’re just catching up on terms like “mobile optimization” and “dynamic content,” a billion new terms emerge. To help you conquer the fast-paced world of website optimization, we compiled the essential terms you’ll need to know as a marketer. Whether experimentation and optimization is your day job or you just are interested in how smart inbound marketers convert leads, check out the following glossary. And, if you have any terms to add, feel free to leave us a comment with the word and its definition.For your convenience, you can jump to a letter you want by clicking on the letters below: A B C D E F H I L M P R V W  AA/B Testing: A/B testing, also known as split testing, is one of the most effective ways to make measurable (and scientific) improvements to your website. This practice creates two (or more) versions of a piece of content, such as a headline or call-to-action (CTA) button, and shows each version to a different, yet similarly sized audience to discover which test has a better response. Above the Fold: This website design term is a legacy from printed newspaper days. “Above the fold” describes the part of a web page that the visitor can see without scrolling, and is usually considered the most important real estate on your page.Below, you can see a screen shot of the Swan Song Guitars site, zoomed out to show the page elements located above and below the fold:Anxiety Elements: From an optimization perspective, anxiety elements are parts of a web page that create anxiety for your visitors and reduce their inclination to convert on your page. For example, the line of a landing page form that asks for an email address is an element that could create anxiety, as someone might wonder how you would use his or her address. You can counteract your visitors’ anxiety by adding certain page elements, such as a “privacy policy” link.BBounce Rate: The bounce rate of a page is the percentage of people who left your website after viewing that page. A page with a high bounce rate is performing poorly. Comparing your high bounce pages to your low bounce pages is a great way to find out what’s working for your visitors and what isn’t.CCall-to-Action (CTA): A call-to-action is a text link, button, image, or some other type of web link that encourages a website visitor to take an action on that website, such as visiting a landing page to download a piece of content.Below is an example from Collaborate.com, which includes two distinct CTA buttons in the top navigation of its website.Clickthrough Rate (CTR): The clickthrough rate is the percentage of your audience that advances (or, clicks through) from one part of your website to the next step of your marketing campaign. As a mathematic equation, it’s the total number of clicks that your page or CTA receives divided by the number of opportunities that people had to click (ex: number of pageviews, emails sent, etc).Cookie: A cookie is a piece of data that a website stores in a visitor’s browser to track that visitor’s browsing history on your website. It’s also a crucial component of the technology behind personalization. Conversion: A conversion happens when your site visitor completes the goal of your individual page, such as clicking a CTA button or making a purchase. Depending on your web page and business model, you may define a conversion differently — it could be anything from filling out a lead form to downloading an ebook to purchasing a product. Conversion Path: The conversion path is the step-by-step series of clicks that a visitor goes through on your website, from their first interaction with you to whatever goal you’re trying to accomplish on your site. Called a conversion — hence the term conversion path — this goal is usually something like a form completion or a transaction.Here’s one example of a conversion path from Content Verve, though your site conversion path could branch in a variety of ways depending on your business model (e.g. you might add a shopping cart and thank you page).Conversion Rate: The conversion rate of a page is the percentage of people who completed a desired action on a single page, such as filling out a form. Pages with high conversion rates are performing well, and pages with low conversion rates are performing poorly.Conversion Rate Optimization (CRO): Conversion Rate Optimization is the process of improving your site conversion using design techniques, key optimization principles, and testing.DDynamic Content: Dynamic content (also called as “smart content” or “adaptive content”) is a term for the aspects of a website, ad, or email body that change based on the past behavior of the viewer. It creates an experience that’s customized specifically for the visitor or reader at that moment. One of the most well known examples of smart content is Amazon’s recommendation engine. EEyetracking: Eyetracking is a form of website testing that follows eye movements of experiments’ participants to gauge how they interact with web pages. This provides insight into the most important real estate on your pages.Here is an example from The Essential Elements of High Converting Landing Pages that shows an eyetracking test.FForm: A form is the place your page visitors will supply information in exchange for your offer. It’s also how those visitors can convert into precious sales leads. As a best practice, only ask for information you need from your leads in order to effectively follow up with and/or qualify them.Friction: Friction is any element of your website that is confusing, distracting, or causes stress for visitors, causing them to leave your page. Examples of friction-causing elements include dissonant colors, too much text, distracting website navigation menus, or landing page forms with too many fields.HHomepage: Your company homepage is an online ambassador for your brand. In contrast to a single-purpose landing page, your company homepage could serve a number of different purposes, including introducing your value proposition, establishing your brand, or recruiting new hires.IIncentive: An incentive is an element you add to your page that stimulates the visitor to convert. In optimization circles, online incentives are used to overcome the friction on the page. Examples include a visual that reinforces the value of your offer, or a free trial or cost calculator you offer in exchange for downloading a report or taking a survey.Iterative Testing: Iterative testing is a process for testing your marketing campaigns where each lesson builds on previous ones to provide more insight into your customer base. While conducting one-off tests on different marketing components is possible (e.g. a single product page or new CTA button), it is far more effective to map out this kind of formal, long-term testing strategy.LLanding Page: Literally the page where your prospects “land” on your website, a landing page also must exist to collect a visitor’s information through a form. Landing Page Optimization: Landing Page Optimization is the process by which companies work to optimize their landing pages using design techniques, key optimization principles, and testing. This is also sometimes called Website Optimization or Conversion Rate Optimization.Latent Conversion: A latent conversion is a type of conversion that takes place after your visitor’s initial visit. For example, someone may look for a price matrix, leave your page to think about it, come back to your website two days later, and then make a purchase.Lead: A lead is a person who has in some way, shape, or form indicated interest in your company’s product or service. Lifecycle Stage: Lifecycle stage refers to the your leads’ current stages in their buyer decision-making process. Is this their first visit? Are they ready to buy? Are they still evaluating options? There are three main lifecycle stages:Awareness: Leads have either become aware of your product or service, or they have become aware that they have a need that must be fulfilled.Evaluation: Leads are aware that your product or service could fulfill their need, and they are trying to determine whether you are the best fit.Purchase: Leads are ready to make a purchase.Long tail keyword: A long tail keyword is a very targeted search phrase that contains three or more words. It often contains a head term, which is a more generic search term, plus one or two additional words that refine the search term. For example:Head term: unicornLong tail keywords: unicorn games online, unicorn costumes for kids, unicorn videos on youtubeLong tail keywords are more specific, which means visitors that land on your website from a long tail search term are more qualified, and consequently, more likely to convert.MMicrosite: A microsite is a cross between a landing page and a “regular” website. Microsites are used when marketers want to create a different online experience for their audience separate from their main website. These sites often have their own domain names and distinct visual branding.  Here is an example of a HubSpot microsite for our INBOUND conference. As you can see the site has similar branding to the main HubSpot homepage, but creates a distinct experience for this specific event.Mobile Optimization: Mobile optimization means designing and formatting your website so that it’s easy to read and navigate from a mobile device. This can be done by either creating a separate mobile website or incorporating responsive design in initial site layout.Motivation: For optimization, motivation refers to the user’s desire for your product or service. It’s considered by website optimization experts, such as MarketingSherpa, as most important factor in determining a high conversion rate. Multivariate Test: A multivariate test evaluates a number of different page elements on a web page simultaneously, in contrast to A/B testing, which compares the success of variations of one element. For example, a multivariate test may test three different images, two CTA buttons, and two headlines in an effort to find the page combination that performs best. An A/B test, on the other hand, would test two different images on one page, leaving all other variables constant. Because multivariate tests can be complicated and require significant traffic, they are generally reserved for more advanced marketing testers.This image from Search Engine Land and Yam Designs illustrates what a multivariate tests looks like in action:PPersonalization: Personalization is a means of targeting your audience, so that each web page or email message appears to have been created specifically for a single person. Examples of personalization include adding a name to an email subject line, showing products based on the visitor’s past purchase history, or surfacing dynamic images based on location or industry. With personalization, a visitor in New York would see a Yankees hat offer while one in Boston would be offered a picture of a Red Sox hat.RResponsive Design: Responsive web design is an approach to designing websites. Instead of building a separate, distinct website for each specific device it could be viewed on, the site recognizes the device that your visitor is using and automatically generates a page that is responsive to the device the content is being viewed on — making websites always appear optimized for screens of any dimension.To understand the difference, here is an example of the Surf Right Project’s responsive site, where you can see subtle differences between the desktop, iPad and mobile phone views. VValue Exchange: The value exchange is the process by which your website promotes something of value in order to get information from your visitors. For example exchanging a thought leadership ebook for personal contact information would be an online value exchange.WWebsite Optimization: Website Optimization, also sometimes called Landing Page Optimization or Conversion Rate Optimization is the process by which companies work to improve their websites using design techniques, optimization principles, and experimentation.These are just a few website optimization terms that marketers should know. What terms would you add to this list?last_img read more

first_img Keyword Optimization Originally published Sep 30, 2013 2:00:00 PM, updated February 01 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Remember that day when Google encrypted all keyword data without telling anyone? Yeah, that sucked. For marketers especially, it was a sad, sad day. But if we’re honest with ourselves, based on how the (not provided) count has continuously crept up since it first came into existence in October 2011, it’s hard to say we didn’t see this day coming.While there continues to be much speculation around why Google decided to pull the plug on our beloved keyword data, the reality remains unchanged: no keyword data for you.But instead of blaming Google for all of the ills of the marketing world, let’s focus on the positive, shall we? Google Analytics might not give us the answers we desire but, if parsed through with a discerning eye, Google Webmaster Tools can provide a wealth of valuable insight to marketers looking for confirmation that they’re putting their optimization efforts in the right places.But First, a Point of ClarificationIf you’ve ever been told that the search query data found in Google Webmaster Tools reports is inaccurate or incorrect, rest assured that this rumor is just that, a rumor, and has been addressed by many authoritative sources including Search Engine Watch. In the post-encryption world we live in, let’s make a pact to make the most of the data available to us.Okay, now on to step one …Create a Google Webmaster Tools AccountIf you don’t have an account already, follow these steps to sign up for a Google Webmaster Tools account and go through the steps outlined to associate your website with this account. Once verified, it can take a few hours for Google to gather the pertinent data, so be patient.Welcome to the DashboardTime to start digging into some juicy data! Once logged in, the dashboard is the first screen you’ll be taken to.Here you’ll find a high level overview of your site’s performance and any messages Google may have for you. The section we want to dive into first is the Search Queries widget. This report can also be found under the Search Traffic section in the left hand navigation.Digging Into Search Queries DataThe Search Queries report provides insight into Google search queries that have returned pages from your website. In other words, here you’ll get an overview of the top words and phrases that people are using to get to your website.The main dashboard gives you an idea of the top traffic-driving keywords for your website and the number of impressions, clicks, the clickthrough rate, and average page position for each query for the specified period. What I love most about this data is that you’re getting not just the breakdown of the visitors who ended up on your site, but a sense of the full potential your website holds when factoring in impressions data, as well as site ranking.A Quick Review of TerminologyQueries are the search term(s) a user typed into Google.Impressions are the number of times a page from your website appeared on the search results page for a specific term. For example, if a user searched for ‘inbound marketing’ and a HubSpot blog post was shown as the fifth result on the first search results page, this would be counted as one impression for the search term ‘inbound marketing’. However, if this blog post ranked twelfth and only results one through ten were shown to the searcher, this would not be counted as an impression for this term unless the user went to the second page of search results.Clicks are the number of times users selected a page from your website displayed in the search results.Clickthrough rate (CTR) is the percentage of times a page from your website was selected from the full page of results by the user. In other words, how often searchers clicked on an impression for the query. This data provides us some insight into how well the display for this result matched the user’s query and intent.Average position is the average top position for the query. To calculate this number, Google takes the top ranking URL from your website, disregarding all lower positions for your website for the same search query, and averages this rank over the total number of users that have performed this search.Time to Get Our Hands DirtyOn the main search queries report page, you can sort data by any data point on the table. You also have the ability to download the data from the table or chart in Excel, which we recommend you do at regular intervals since the tool only stores 90 days of historic data. We recommend sorting the data by clicks. The default view of this report, sorted by impressions, is valuable but can distort our understanding of how our website performed for our target buyer personas. This is because, when sorted by impressions, we’re seeing the performance for both qualified and unqualified queries. When we sort by clicks, we’re focusing more closely on our target personas — the searchers who performed the search looking for something we specifically had to offer.When sorted by clicks, this report will show you the Google searches that bring your site the most traffic. Are these the queries you would expect to be driving traffic to your site? Do you think this traffic is qualified? Once you have your buyer personas defined, it’s good to have an understanding of how we’re performing across the board before making any changes to our strategy.Clicking on a keyword provides a deeper dive into information about that query’s performance. In the example below, you can see which website pages showed up in search results for the query ‘what is a landing page’ and the number of impressions and clicks at the individual page level. Hovering over the grey arrow next to the page URL will show a preview of the page.Below this table is another one that shows you the breakdown of the average page position metric, outlining the exact position in search results by user. This position will vary by searcher depending on their past search history.Sort By Clicks, Draw Some ConclusionsAs you investigate this list of pages shown for certain search queries, look for things that stand out to you. Are there pages on this list you didn’t expect to rank for this query? How many clicks does that page have? You may want to take note if the numbers are substantial. As you sift through more queries and the site pages associated with them, start building a list of the website pages you want to work on for improved user experience around specific search terms.When reviewing the list of queries with the most clicks, you may notice some terms you would expect to see on this list missing. Time to investigate! Perform a search in an incognito browser to see how your site currently ranks for that term and what the search results display looks like. Is the display explicit and compelling? You can learn more about how to improve the title and snippets displayed in search results here.Interpreting the CTR StoryLet’s go back to the main search queries report and sort our list by click-through rate or CTR. How should you interpret this number? Well, broadly speaking, queries with a high CTR likely have associated website pages with a compelling search results display. When you see low CTR numbers for queries you believe are relevant to your buyer personas, you’ll want to look into improving the search results display for related website pages.As you did with clicks, dig through this list to see if any queries are not performing as expected. Then assess whether there is an opportunity to improve the page title or snippets displayed on the search results page for this query.BONUS: A Few Other Reports to Keep Tabs OnWhile you’re still poking around your Google Webmaster Tools data, be sure to check these few other reports every once in a while. While not as robust as the Search Queries reports, you never know what sort of trends you might pick up on!Check Your Links: Links to Your Site and Internal LinksBoth of these reports are found under the Search Traffic section in the left hand navigation menu. The Links to Your Site report shows you the total number of links from other websites pointing to a page on your website, as well as a listing of who links to you the most, which website pages are the most linked to, and which anchor text is being used with these links (labeled ‘how your data is linked’).The Internal Links report shows the webpages that are linked to most often within your website. When done properly, internal linking can help search engines better assess and index your website which usually helps increase your search rankings. Reviewing this report may uncover opportunities to include certain internal pages in your internal linking strategy for increased traffic to specific pages and improved user experience. Whether internal or from another website, each link to a page on your site is a vote to rank that page higher for a specific search query. Keep this in mind when you export both of these reports to check for things like low quality websites linking to yours (get rid of these immediately), anchor text that’s too long (might be hurting you), and missed opportunities for more diversified internal linking (be strategic and reasonable here).Content Keywords: A Quick Pulse CheckThe Content Keywords tab, found under the Google Index section in the left hand navigation, lists the most common keywords Google found when crawling your website. By extension, these are the keyword queries that most often display search results from your website. Keep an eye out for unexpected keywords on this list as this will warrant further investigation and, very likely, corrective action.Entering a Brave New WorldWe hope you’re feeling a little better about the amount of keyword data that is still available to you, dear marketer. While the data will no longer tie a new lead to the initial search query that brought them to your site, there is still a wealth of information to help you understand what’s driving traffic to your website. This isn’t the first time Google has changed the SEO game and it won’t be the last. We hope this latest shift will move the preoccupation away from ‘over optimizing’ and toward creating great, valuable content for your target audiences.After the initial punch to the gut after Google’s announcement last week, how are you feeling about the future of search optimization? What else are you doing to continue to improve your organic search strategy?Image credit: Mafue Topics:last_img read more

first_imgLanding pages are the core of the conversion process. They are one of the best ways you can convert website visitors into leads and leads into customers. But a high-converting landing page isn’t just a random form, a little description, and a kind-of-related image thrown together onto a web page — you have to build each component thoughtfully and strategically.To get people to convert on your website, the conversion process needs to be a) easy, and b) enjoyable. The key is keeping visitors on your page long enough to get them to fill out your form, which means clean formatting, concise language, and a compelling offer.But it’s not as easy as it sounds. There are a lot of really awful landing pages out there. To help you convert as many visitors as possible into leads, here is a comprehensive look at the things you shouldn’t do on your landing pages — and how you can fix them.The 12 Ways You Can Totally Screw Up Your Landing Page1) It takes more than a second or two to load.Did you know that 40% of people will abandon a website that takes more than three seconds to load? That means you will lose 2 out of every 5 people who come to your landing page before you even have a chance to show them what you’ve got. Fast page load times means better user experience and it helps your Google search ranking.How to Fix It:Catch the problem early by monitoring your page load times and fixing them as soon as you notice they’re slow. Learn how to monitor and improve your page load time here.2) The design is cluttered.Layout is a critical factor in how your landing page will perform. Website visitors judge the value of your offer in the first few seconds they spend on the landing page. We call this the “blink test,” which refers to the first three to five seconds a website visitor spends on any page of your website, during which they orient themselves and figure out what they can do on that page. If your landing page is wordy, lacking any images or colors, or jam-packed with way too much information, visitors won’t know where to focus their attention and may end up clicking away.How to Fix It:Simplicity is the key to landing page design. Design your landing page to look clean and simple with a decent amount of white space. Include a color theme that’s easy on the eyes, including a single call-to-action button that stands out. Write a clear headline and include an image or video that communicates the value proposition of the offer.Check out this great example from SweetiQ:3) It’s missing your company name or logo.When a website visitor arrives on a landing page, it should be very clear to them not only what the offer is, but also which company published it. By excluding your company name and logo, the visitor might wonder where the offer is coming from so she knows it’s credible, which can really distract her from the offer itself. Remember, visitors may not be arriving at your landing page from your company’s website: others might get to it from external sources or via social media.How to Fix It:Your logo doesn’t need to be a focal point, but it needs to appear somewhere on your landing page. People are used to seeing logos at the top left-hand or right-hand corners of webpages, so putting it there is intuitive to the viewer. (Remember, you’re trying to make it easy for them.) No matter where you choose to put your logo, make sure it’s consistent on every one of your web pages.4) There are menu and navigation links.On most parts of your website, having a navigation bar is key to delivering a solid user experience — but on your landing page, they’re generally more trouble than they’re worth. They guide people to different pages on your website while you’re trying to get visitors to focus on the offer so they fill out the form. Links to other parts of your site are a distraction you can avoid by simply not putting them in there.How to Fix It:Take off the menu and those navigation links immediately (here’s a quick tutorial on how to do that). In fact, take all links off your landing pages except social sharing icons, which allow visitors to share your offer on social media but do not direct visitors away from the page.5) You’ve got social following icons.Social following icons (different from social sharing icons) are buttons that send visitors to your company’s Twitter, Facebook, LinkedIn, and Pinterest pages. They’re dangerous because they direct visitors away from your landing page — and they may never come back to fill out your form.How to Fix It:It’s simple: Remove ’em!6) Your header is bland or super long.The header of your landing page is usually the first thing a visitor sees. It’s your opportunity to tell visitors what they’re getting and how they’re getting it, and to create a sense of excitement and urgency about the offer. A headline is bad when:It’s not detailed. Without some explicit information on what exactly people will be able to get after filling out the form, your website visitors aren’t going to give over their information.It’s long and wordy. You’ll lose the reader after the first few words.It doesn’t sound human. It’s easy to get caught up in our own industry jargon, but terms that seem normal to you may be totally foreign to the people you want to convert on your landing page.How to Fix It:Try starting the headline with the simplest explanation of what your offer is. For example, if it’s a guide to help you put together blog posts quickly, you should start your title with, “Free Guide.” Then, use non-jargony terms to describe your offer in the most enticing, yet concise way possible. So back to the example — the headline would read something like this: “Free Guide: How to Write Better Blog Posts in 30 Minutes a Day.” It’s short, simple, and jargony free, all while communicating the value of filling out the landing page form.7) Your supporting copy is in paragraph form.The supporting copy is the part of a landing page that details the benefits of the offer below the headline. If yours is in paragraph form and reads kind of like a blog post, many visitors won’t even read it because it doesn’t appear skimmable.Bad supporting copy is lengthy and dense, detail unspecific benefits, and take a while to get to the point. They say “It’ll save you money,” rather than “I’ll save you $600/year on car maintenance.” How to Fix It:The supporting copy is your chance to persuade your website visitor that your offer will benefit them — but you have to do it succinctly. It should consist of the following:What the offer is (1-3 sentences)How the offer will benefit the person filling out the form (3-5 bullet points)Use bullet points, numbers, and bold text so the content is easily scannable. The clearer the value and the faster someone can look at the landing page and take away that value, the more likely they’ll fill out the form. Check out an example from one of our landing pages to see how you can better format your supporting copy.8) The image doesn’t totally match the offer.On landing pages, the phrase, “a picture’s worth a thousand words,” can definitely hold true. But not just any image will do. If you’re offering an ebook about changing the oil in your car, don’t just slap on a picture of someone changing the oil on the car. At first glance, your visitor doesn’t know what the offer is without reading the headline. Are you offering 50% off their first oil change? Or a checklist of tools they need to change their oil? The image makes it unclear.How to Fix It:Anyone should be able to look at your image and be able to tell exactly what the offer is. If you’re offering an ebook, include an image of the ebook’s cover. If you’re offering a free trial, include a screenshot of a tool in the software. If you’re trying to get registrants for a webinar, add an image of the title slide or a picture of the presenter overlaid with some explanatory text.You could also try using video instead of an image if you have the time and resources. On the right landing page, they could make an impact on conversion rate — and it’s an easy way to boil down a lot of information into a small space. (Want to make a marketing video, but don’t know where to start? Learn how to make one here.)9) Your form has too many fields, or the wrong kind.Choosing the right number of fields — and the right kind of information you request in those fields — requires some strategy. The number of fields and the information you ask for should mirror the value of your offer. So, if you’re offering a one-pager, don’t ask for job title, number of employees at the company, and biggest business challenge — many of your visitors are probably not willing to share that information for such a light offer. In that case, you’d want to just ask for name, email, and maybe company name.How to Fix It:When you’re figuring out how long to make your form and what to ask, think about two things. First, ask yourself this question: would you rather have more leads that are lower quality, or fewer leads that are higher quality? It’s a tradeoff — the shorter the form, the more people will probably be willing to fill it out, so you’ll generate more leads overall. But visitors who are willing to fill out longer forms with more information about themselves are probably going to be higher quality leads.Next, think about what information people would be willing to share to get that offer. Where does the offer align with where the visitor is in the buying process? If they’re signing up for a free trial, they’re probably willing to give you their company name, number of employees, and information about business pain points. At that stage, they know who your company is and they trust you more than first-time visitors to your website.(HubSpot customers: take advantage of the Smart Fields feature — it recognizes people who have already converted on another of your offers, automatically removes fields these people have already filled in, and replaces them with new fields of your choice. It means a better experience for the visitor and it gets you the information you hope to better qualify them as a lead.)10) Your form submit button just says “Submit.”Customizing your “submit” button copy is one of those small changes on your landing page that can make a big difference. A study of our own 40,000 HubSpot landing pages showed that CTAs including the word “submit” performed significantly worse than CTAs without the word “submit.” So take the extra 30 seconds to change the copy — it could help increase conversion rates.How to Fix It:The wording on the submit button should be concise and action-oriented — very similar to your headline. Change “submit” to something like “Download My Free Ebook” and “Get My Free Consultation.” 11) It lacks social proof.Don’t make visitors take your word for it. People tend to do what other people are doing. In Marketing, this is called social proof, and it helps build trust with people who don’t know your company well. You don’t need social proof on your landing pages, but without it, you miss out on the chance to convert the skeptics.How to Fix It:Use quotes from people who have praised the offer, and include their name, picture, and job title if possible. You can also try embedding tweets and Facebook social plugins to show feedback in real time, or include the number of people who have downloaded the offer so far. Here’s an example of how a company used social proof on one of their landing pages:12) It’s not mobile-friendly.Filling out forms on your phone is the worst. I know that feeling of dread when realize you have to type in your entire email address to the tiny keyboard on your phone. If your landing page isn’t mobile-friendly, then your form will be too tiny to read, and people will get frustrated trying to fill it out. You risk having them bounce off your site now that mobile-friendly websites are such a given.How to Fix It:First, check out what your landing pages look like on mobile devices by heading over to HubSpot’s Device Lab and inputting the URL of your page. It’ll show you exactly what it looks like on a phone, tablet, and other devices.Next, make sure your landing page is responsive to devices other than desktop computers so that people can fill out your form no matter what device they’re on. (HubSpot customers on the COS: Not to worry — all landing pages made with the HubSpot COS have responsive design, so they look great on every device.)How else do you think people mess up their landing pages? We’d love to hear your thoughts in the comments. Originally published Jun 4, 2014 8:00:00 AM, updated February 01 2017 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics: Landing Page Designlast_img read more