Social Proof + CTA + Visuals + Content: Split test ideas for improved CRO. Fox Media case study: Leveraging branded search traffic for 66% increase in organic visits. The basics for marketing to the $196B gaming industry.

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Real marketers never get tired of split testing!

You should not limit yourself to only testing your campaigns’ variants. Even your store needs improvements, and little tweaks can produce big results. So, are you testing enough?

Here, Yaron Been provided some split test ideas to utilize on your product pages. It’s a great checklist to run through if you’re only just getting started with conversion rate optimization, aka CRO.

  • Social proof: Testimonials, the order of testimonials, trust badges, etc.
  • Call to actions: Button color, button shape, sticky add to cart, moving button, placement of a button, CTA text, etc.
  • Visual: Use of video clips, GIFs, images of happy customers, how-to videos, audio testimonials, etc.
  • Body content: Change or add an FAQ section, change the guarantee, adding more details about shipping times, etc.

Plus, here are some tests that worked well for Yaron:

  • Added a testimonial quote under the Add to Cart button and tested different quote lengths. The longest one had the best results with a 0.7% higher conversion rate.
  • Added a free e-book as a bonus to the purchase. The page with the e-book offer produced a 1.4% higher conversion rate and had a higher AOV as well.
  • They sell three variants of a product. So they tested a “most popular” badge to the most expensive variant, which resulted in people choosing the higher priced item just because of the badge.

Do you want a tip to find out what you should split test? Ask your customers if anything prevented or almost prevented them from buying. if anything prevented or almost prevented them from buying.

Let’s say it was the price. So, since you don’t want to change your store prices based on one person’s opinion, you test different prices and see the results.

Customers will suggest what you should test. Data will speak the truth…


MARKETING

How can marketers take advantage of gaming?

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They say “marketers ruin everything”, and gaming communities are some of the most resistant people to marketing… At least the traditional kind. However, there are more and more examples of marketers getting it right.

That’s why we’re quickly touching upon the mix of gaming and marketers. Here’s a few quick stats on why this should matter to you:

Some basics for marketing to a gaming audience

  • Every game and influencer has its own subculture. This means you need a more customized approach for reaching the gaming community or influencer you work with.
  • Events and collaborations rule. It sounds obvious but most successful campaigns are collaborations and events. The biggest one we can think of is Ninja x AdidasYes, a gamer has his own line of Adidas products.
  • Pay attention to demographics of the game. As a performance-focused marketer, you should always do this. For some reason, when it comes to gaming, people forget that it’s not just for kids. The average age of a gamer is 35, but obviously this varies with the game and community.
  • It’s not just for gaming products. Whether you sell shoes, watches, energy drinks or something else. You can consider it a relatively broad audience, so whatever works with broad targeting can work for gamers as long as you have the right messaging.

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  • ROAS or ROI bidding: Let Facebook and Google work for you to increase ROAS with confidence.

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SEO

Optimizing for branded search traffic: Case study

Ranking for branded keyword terms might be somewhat easier than generic, high-volume keyword terms. However, you also need to ensure that your content and its SERP listing is as helpful as possible to your users.

Elizabeth Lefelstein shared some insights on identifying these scenarios and optimizing your preferred landing pages to rank, with a case study using Fox.com.

Identifying the problem

The best way to begin finding the best branded keywords is to use your keyword tracking tools to find the most popular branded queries with the highest volumes and then reviewing the content of the pages that are ranking.

In Fox’s case, she found that keywords related to the genre of different TV shows were the most popular but were ranking for generic landing pages. Their competitors, however, were able to rank dedicated landing pages for each relevant keyword term.

Optimizing the website

She shares two strategies for optimizing the website so the relevant content ranks for these keywords.

  • Strategy 1: You might want to either create a new, dedicated page with content that is more relevant for that keyword term, or you might consider improving the existing page ranking for the keyword.
  • Strategy 2: The other method is to make changes to your website so that the right page starts ranking for the branded keyword.

In the example outlined above, the second strategy suited Fox.com as it had several genre-specific landing pages already live on the site. It just needed optimization.

Here are some tips to do that

  • Ensure that all pages serve the correct status codes to Google and other search engines.
  • Add self-referencing canonical tags to the pages.
  • Create static, HTML versions of all the pages.
  • Implement custom, optimized metadata.

The results for Genre pages:

  • 66% up in organic visits entering through these pages.
  • 66% spike in unique visitors entering through these pages.
  • 51% up in SEO content that enters through these pages.

The results for Entertainment Hub related pages:

  • 16% growth in organic visits entering through this page.
  • 16% up in unique visitors entering through this page.
  • 92% up in SEO content that starts entering through this page.

Key Takeaways

  • Think critically about the pages that are ranking for your branded queries.
  • Thoroughly audit the pages that rank for your most popular keywords and make sure each keyword is pulling up the most relevant landing page.
  • Optimize for these keywords and you will see a significant improvement in the site’s SEO traffic and conversions.

Tempted to go through the entire Fox.com case study in detail? Check out this post here.


ROUNDING UP THE STACK

  • MARKETING: A nice example of out of the box thinking when it comes to packaging. More information than a brand, but it makes it stand out!
  • GOOGLE: You now have a “Copy URL” button in the Search Console. Better late than never, right?
  • MICROSOFT: Cookie based experiments are now available for Microsoft Ads. This gives you the ability to show users only one campaign to ensure they are responding only to this set of creatives.
  • SEO: Google’s Search Console reports may have changed to cover a smaller number of pages in order to provide better performance in the tool.
  • FACEBOOK: The company’s #LearnFromHome schedule for the week includes lessons for Groups, Stories and how to use other new tools.
  • YOUTUBE: A great guide on starting and growing your YouTube Live audience, regardless of the content you want to provide.

BRAIN TEASER

I fit in with other people, but I can not talk. I create pictures, but I can not see. What am I?

You can find the solution by clicking here.


POOLSIDE CHAT

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

“You are terminated”

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Imagine you’re playing volleyball with your friends in the park and suddenly you hear a voice coming from the sky that says:

Beware! Keep a safe distance!

It sounds like the Terminator but, no, it’s not coming from a heavenly body. It’s a drone!

Yes, you read correctly. Indeed, this is what Connecticut police is deploying:

Drones that measure body temperature and distance between people in order to contain the spread of the coronavirus.

They’re calling it the pandemic drone! That’s a scary name for a robot, right? It comes with a 4k camera that can detect everything from heart rate to respiratory abnormalities of people on the ground.

And, beyond the ominous sounding voice, it uses a Terminator-esque vision to check that people are staying six feet apart.

Despite this sounding like a robot invasion, the police force in Westport believe that using drones will not only keep the public safe, but also allow police officers to stay out of harm’s way.

Do you think this technology will continue to be used even after the pandemic?


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Stacked Marketer was built to filter through the daily noise that exists in the marketing world. It’s a digital marketer’s 7-minute daily read, jam-packed with the latest news, trends, tech and actionable advice.

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