July 30th, 2012 @ // No Comments
On the final day of Mozcon 2012 the great presentations continued. Joanna Lord from SEOMoz shared some great insights about how CRO is changing and how we need to adapt as marketers. Here are some of my notes from her presentation:
Improve the way you tell and share your story. How do you want the world to see you?
The Golden Circle Theory – http://bit.ly/dcDsbx, Simon Sinek Ted Talk.
Elements on your site that never change. You need to ask about them and push to test changes. Tweaking small things here and there may never have as big of an impact as making a major change.
It can feel dangerous or risky but can change your business. It’s hard to get buy off but when you do, people get excited.
Test your relationships. Ex. SEOmoz PRO Perks. It creates opportunities to evaluate partnerships, showcase partners, get new partners.
We have 3 brains. Test for all 3
Your full story needs to hit all 3 of these. Squarespace is a good example.
It doesn’t just mean making it bigger or more prominent. Change your UVP by category/product to match that demographic.
Good examples: Zappos, Pottery Barn.
UVP communicates the unique contribution your company, products, and/or services are able provide to the market – in a way that is different from your competitors.
Are the tools you use still the best tools available? Get out of your comfort zone. Stop using crappy tools.
What makes good CRO Tools:
Test the way you say “thank you” to customers. Make sure your thank you is helpful and provides more information to the user. Don’t bore your customers to death.
Work with other departments to get feedback. You can’t succeed as a marketer without getting feedback from customers.
Make it easy for customers to contact you. Don’t bury your contact info in the footer or behind logins.
Places to get feedback:
Dare to change your best performers for more win in less time. We tend to focus on low hanging fruit as scrappy marketers but testing winners on your most trafficked pages can have big results.
Tip: Stop saying “setting up tests”.
Tip: Stop waiting for the resources. Outsource, build in to the roadmap
Tip: Stop owning it. It’s a team effort.
Tip: Stop pushing pennies. Go big or go home. Don’t just test rotating the testimonials, try swapping video and text. Bigger things.
Tip: Stop stopping. Part of determining your value is how determined you are to being valuable and giving value.
It’s more than running tests and it demands that we think bigger.
Thank you Joanna! It was a great presentation which got a lot of us thinking about we can also make the web a better place.