Caught tracking

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TIKTOK

Tracking data, making money, going shopping

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If you really want to know someone, ask what they did over the weekend…

Caught tracking: According to the latest finding by Consumer Reports, TikTok is tracking people’s behavior across the web—even if they aren’t using the app!

Hundreds of leading companies and organizations are sharing data via the TikTok pixel, including IP addresses, unique ID numbers, what users have been clicking on, and more.

Are you surprised?

Not giving up on live shopping in the US: Even though its UK experiment hasn’t gone as hoped, TikTok still intends to bring live shopping feature to the US.

Live shopping could arrive “sometime next month” for larger brands, probably in time for the holiday season.

Still getting that bread: TikTok held its spot as the highest grossing app in Q3 2022.

TikTok also had the most downloads overall, with over 196.5M installs during the last three months.

Why we care: Love it or hate it, TikTok is clearly working for marketers.

And if the app follows through with live shopping, that gives you one more channel to promote your products.

Of course, by tracking user data, TikTok also risks fines and changes to its ad model. Something to keep in mind if you’re planning a long-term strategy on the platform.


LINKEDIN

New Pages features coming to LinkedIn

Friendly reminder that LinkedIn is not just an online resume or company profile…

Ooo, shiny: LinkedIn released several Pages features that could level up your company’s page and posts:

  • Customized templates that you can select and personalize to create visual and—hopefully—engaging company posts.
  • Clickable links let you turn copy links into visual call-to-action (CTA) buttons or stickers anywhere.
  • Pinned comments help you extract the most relevant comments from your posts for everyone to see first.
  • Page commitments help you highlight your brand’s vision and causes, such as work-life balance, diversity, equity, etc.

Why we care: These new features could help your brand make the right impression, increase engagement, and polish your LinkedIn marketing.

Each one seems worth trying out to see how it affects your metrics.

Oh, and speaking of trying things out…


SPONSORED BY STACKED MARKETER PRO

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A burrito at Chipotle costs around $9.

And while it makes you a full marketer, it doesn’t make you a better marketer.

For $7, you can try Stacked Marketer Pro for seven days and get insights that take your marketing skills to new levels.

“OK… But how’s Pro different from your daily newsletter?”

While our daily newsletter keeps you up to date with the latest news, platform changes, marketing trends, and case studies from the digital marketing world…

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As a member, you get a fresh, practical, and actionable Pro Report every month—plus the 20 reports you can access right now.

Pro Reports are the results of our research, brand analysis, founder interviews, surveys, and more. They’re everything you need to grow your business and evolve as a marketer.

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CONVERSION RATE OPTIMIZATION

Want to boost conversions? These 5 landing pages are worth trying out

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In theory, the sales funnel formula sounds simple:

Paid traffic goes to the landing page funnel, and conversions happen.

But as Olivier points out in his Twitter thread, sending all paid traffic from every ad creative and channel to the same product or landing page can hurt your conversion rate.

Instead, he recommends creating custom landing pages for different levels of intent and separate ads for each. For example, you’d send traffic from a quiz ad to a quiz landing page.

He also lists a few custom landing page examples that could boost your conversions.

So let’s go boostin’…

1 – The welcome offer landing page: This page nudges an indecisive consumer to try your product, usually by offering free trials, product samples, and so on.

It’s super effective for subscriptions and consumables. Consider the Tiege Hanley skincare thank you page that generated millions of dollars, for example.

2 – The presale landing page: Use this landing page to “warm up” visitors with good copy and visuals—pains, stories, the “whys,” etc.—and redirect them to the product page.

You can also retarget these visitors later with bottom-of-the-funnel remarketing ads. Ritual’s presale page is a good example.

3 – The quiz funnel:  Everyone loves quizzes so this funnel is quite popular, especially for consumables.

Don’t send visitors to a quiz page right away. First show them a quiz landing page which excites them about taking the quiz. Like here.

4 – The advertorial: This is the very top of the sales funnel and is intended to educate rather than to sell. Think listicles, blogs, and similar value-packed posts that sway the reader towards the product.

5 – Influencer page: People will always trust their favorite content creators more than your unknown brand.

This page from Levels features famous neuroscientist thought-leader Dr Andrew Huberman, along with the product benefits and values.

And that’s it. It’s time to put that “O” next to the “CR” and start racking up those numbers!


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The Daily Upside is the fastest growing financial newsletter in the US. Want to know why?

Because every issue is packed with equal doses of analysis and insight:

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THE CREW’S INSIGHTS

Why you should sometimes add more friction, not less

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“Reduce friction” is a mantra accepted by nearly every marketer on the globe. Less friction equals more conversion, right?

Well, many times, yes. But it’s not always the case.

Sometimes, adding friction can actually increase conversions. Here’s why:

Imagine a tech startup selling project management software.

The way most of these startup websites work, there’s a “Sign Up” button which leads directly to a signup page, where people quickly share some information to get access to the product.

The problem is, there’s a danger in sending someone to a “Sign Up” or a “Buy Now” page too soon.

Why? Because you might be moving too quickly. If someone’s not really sure what you’re selling, they’re unlikely to sign up.

And once they leave that signup page, they might be gone for good.

What you can try instead: To slow people down, create a “speed bump” before users hit your real conversion page. Examples:

  • If you’re selling software, try requiring the user to book a demo before they can sign up. Don’t let people sign up on their own.
  • If you’re running ads for e-commerce, try sending users to a listicle-style article instead of a product page.

The Crew’s insight: Sometimes, in life and in marketing, it’s good to take things slow.

If you’re struggling with conversion, try adding a “speed bump” so that users are more comfortable and better-educated before they’re asked to make a decision.


ROUNDING UP THE STACK

EMAIL DELIVERABILITY: Don’t send any Q4 holiday email campaigns before attending this live free email deliverability course. You’ll learn exactly how to make sure your emails land in the primary inbox all season long. Reserve your spot before they run out!*

ANALYTICS: There’s a new lead gen measurement option for Google Analytics 4. You can use two new Form interactions to see how many users start and finish their form submissions… or don’t. Sounds useful for both data analysis and remarketing.

SOCIAL MEDIA: TikTok on their minds, YouTube in their hearts. Reports say 86% of Gen Z favor YouTube, making it their preferred app. Also, LinkedIn is getting more popular among Gen Z adults as they enter the workforce. Interesting.

RANKINGS: Bye Alexa, hello… Cloudflare? The company’s Radar Domain Rankings feature is listing the most popular websites in the world based on their incoming traffic. Might be useful if you want to see how you compare to competitors…

SNAP: Older users wanted. Snap is introducing a content deal with LaLiga—Spanish’s top tier soccer division—to stream exclusive content, highlights, and more to increase their user base and ad value. Looking forward to the results of this one…

AMAZON: Live shopping just arrived in India. That sounds like good news for the 150+ influencers who can now plug products, drive users to Amazon, and make a cut on every sale. The question is… will it work?

TELEVISION: Nielsen—the biggest connected TV ad measurement company—is gradually shifting from panel- to person-based measurement for one simple reason… so they can identify and remove duplicate ads displayed to their clients’ users. Sounds better for everyone.

TWITTER: Wait, that looks familiar… Twitter is imitating TikTok by adding a scrolling video feed to its Explore tab. The feature is currently available in select English-speaking countries. Do you see it when you open the app?

*This is a sponsored post


BRAIN TEASER

What is the difference between a jeweler and a jailer?

You can find the answer here.


POOLSIDE CHAT

Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.

It’s time for some Ukulele

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Imagine you’re on a plane, drinking a little wine to calm your nerves, when the captain says,

“This is your pilot speaking. Everybody stay calm and get out your ukuleles…”

Yep, that actually happened.

A flight from California to Hawaii was interrupted by a free six-hour Ukulele lesson.

All interested passengers got to learn how to play “Hello, Aloha, how are you?”… and they got to keep their instruments!

Seems like a good cure for aerophobia… and maybe a fun team-building exercise, too.

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