Monthly Archives: July 2021

Customer eXperience and ROI in a Post-Pandemic Economy

Customer Experience (CX) and ROI in a Post-Pandemic Economy

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SPICY NUGGET
Customer satisfaction means even more today in a digital economy.
But did you actually measure its impact on your ROI? Or do you just assume your organization delivers great CX?
— Adam E. Sene, CEO

Delivery gap and wrong assumptions

Customer satisfaction is way too important a business matter to merely assume that “your organization provides excellent service”.

The issue is first a matter of defining “good customer experience” correctly. How do key functions in your organization measure the degree to which their clients are satisfied?

In 2019, Bain & Company published a research study  in which they found that “80% of the 362 businesses surveyed believe that they delivered ‘superior experience’ to their customers”… while only 8% of their customers thought actually were”.

Delivery Gap: Executive assumptions don't match customer experienceClearly, there’s a huge disconnect. Bain called this the “delivery gap” and cited 2 reasons for its existence:

  1. Most growth initiatives damage the most important source of sustainable growth: a loyal, profitable customer franchise… [A business] compounds the problem when it tries to expand its customer base, as pursuing new customers distracts management from serving the all-important core.
  2. Good relationships are hard to build. It’s extremely difficult to understand what customers really want, keep the promises you make to them and maintain the right dialogue to ensure that you adjust your propositions according to customers’ changing or increasing needs.

Bain cites the case of Intuit, the well-known financial software company, which committed major blunders in their expansion strategy in 2003 and saw their online market share plummet.

We would compare it to the case of Harley-Davidson, the iconic motorcycle manufacturer. As the gravy train of the early 2000s waned, Harley started to see its sales decline progressively from 2008. The CEOs tried to expand the product range to hit new markets, both demographic and geographic, completely ignoring their loyal fan base. As a result, the brand was vilified in the biker forums by their core audience for a variety of reasons, including expensive dealer fees, vastly overpriced bikes, and plain bad customer service at the dealerships. In 2020, Harley Davidson was only $1.3 million short of reporting a net annual loss… on sales of $4 billion.

Overdelivering to outperform

According to an article penned by Blake Morgan in Forbes, companies that provide a great customer experience outperform those that don’t. Among the host of percentages mentioned by Blake Morgan, these 3 appeared partcularly relevant to our own team:

  • 84% of companies that work to improve CX report an increase in their revenue.
  • 73% of companies with above-average CX perform better financially than their competitors.
  • 96% of customers say customer service is important in their choice of loyalty to a brand.

If you haven’t yet made an in-person check of how good (or bad) your customer experience really is, may we suggest that it’s time you play “Undercover Boss”?

The pandemic and post-pandemic paradigm

Come 2020, Covid-19, and the worldwide lockdowns. Businesses are forced to rethink extensively their organizational model, from HR to sales to marketing to shipping. Whether small or big, most businesses entered completely unchartered territories where physical proximity and in-person sales/delivery meant nothing anymore.

contactless delivery and customer expectationsConsumers found themselves home-bound, forced to rely on any information they could find on the web to make educated choices for almost everything they would buy. This is a new web paradigm: as the volume of ecommerce transactions is exploding, the volume and quality of content available to help consumers in their choices have both dramatically increased, and the number of reviews has followed a similar trend.

Now more than ever before, consumer reviews have become a nexus of information where retail clients and brands meet, with intersecting agendas.

The quantity of research available on the topic of online reviews and their impact on a business is mind-boggling. Enter the search query “statistics” AND “customer reviews” AND “2021” in Google, and you can start reading over 8 million web pages on the topic. Suffice it to say:

  • Tons of good reviews will help your business sell more, sell more often, sell to more customers, and sell at higher prices
  • Too many bad reviews will sink your sales, revenues and profits.
  • You’d better get your Google rating in the 4.0 to 4.7 star range (an Uberall study quotes 3.7-4.9 but this is a wide range and it ultimately depends on the local competition facing your business in its industry)

reviews reflect customer experienceNew reputation management tools have sprung into existence over the last couple years, with 2 major functions: (a) Get more reviews written as soon as the product or service was delivered; (b) Alert immediately the management of a negative review. Though these tools can’t “gate” reviews (i.e. delay the publication of a bad review until the seller does something about it, or avoid presenting the reviewer the possibility to publish her/his review on Google), they use navigation schemes and psycholinguistic triggers to allow customers to vent before their dirty review hits the web.

Quality of experience is the new benchmark

In times of hardship, who needs another headache, really? If a business is known online to treat customers poorly, when its competitors are walking the extra mile to support their products and services online, doesn’t it mechanically follow that a greater number of consumers (or businesses in B2B industries) will find themselves looking at more options, even more so than in pre-pandemic times?

Google has picked up on the trend towards quality. Since mid 2021, their Google My Business unit is gradually implementing new quality tags in their review system. In certain industries and certain markets, Google My Business reviews now offer consumers to click on experiential criteria to bring more qualitative data to a review: “courtesy”, “professionalism”, “punctuality”, “product knowledge” are among these news tags. It is unclear at this stage how Google My Business actually uses the qualitative data in its ranking algorithms, but if past experience is any benchmark, it is safe to venture that at equal average rating (total number of stars/total number of reviews), Google will give an advantage in its rankings to the business getting the best qualitative data.

The Unique Selling Proposition is corporate-wide

Back in the late 1940s – early 1950s, legendary adman Rosser Reeves developed a new concept he coined the “Unique Selling Proposition” (USP). Reeves actually attributes the origin of the concept to his time in NY-based ad agency Ted Bates.

In his 1951 book “Reality in Advertising“, Reeves defines the USP along the lines of 3 principles:

  • Each advertisement must make a proposition to the consumer… Each advertisement must say to each reader: “Buy this product, and you will get this specific benefit.”
  • The proposition must be one that the competition either cannot, or does not, offer. It must be unique
  • The proposition must be so strong that it can move the mass millions, i.e. pull over new customers to your product.

Cover of Reality in Advertising - The book that fleshed out the Unique Selling Proposition conceptBy way of example, Starbucks became what it is today because Howard Schultz’s vision was to make his coffee shop chain: “A Third Place Between the Office and Home.” In itself, the concept was brilliant, but for it to be workable, it actually had to find its incarnation in everything a Starbucks shop was.

A Unique Selling Proposition is not just product puffery or a brilliant slogan:
it is an actual experience offered to a customer throughout the entire chain of functions of the organization.

Jay Abraham, a direct mail genius of the 70s and 80s, said nothing less when he wrote:

“All your in-store clerks, telephone staff, receptionists, customer-service people — everyone with any public contact or customer interaction or anyone who makes any decision that impacts your business — must fully understand, embrace and believe in your USP. That passionate belief in your USP must become part of every employee.”

How does your marketing tie into a Unique Selling Proposition? How does every function of your organization support your Unique Selling Proposition? And how do you measure the results of the collective and individual efforts in terms of Customer Experience?

A team of result-oriented millennials

Building of Eden Ads Digital Marketing Agency TampaEden Ads is a full-service digital marketing agency based in Tampa, FL. Our team is young: we are all Millennials, except for our two old barbs, Jamie and Phil, who love to remind us of sound business principles from the height of their 30-year business experience.

Although we are Millennials, we place results first, feelings second. We take your experience as a customer very seriously, almost religiously. Our philosophy of “being in service” spans across and up-and-down our agency: from the technical specialists, to the Customer Satisfaction Managers, to the support staff, all the way to the execs.

For instance, our good clients have our personal phone numbers. They know they can reach us when they need us. We will walk the extra mile for them.

For the last 10 years, our Ads Management team has successfully created and managed clients’ ad campaigns using Facebook, Google, Instagram, Amazon and LinkedIn. We run successful campaigns of all sizes and our ROAS is 5-7x. Our web design team builds high performance designs for both local clients and national brands. Our SEO team applies cutting-edge techniques to rank websites in search engines. Our SEO team lead has over 20 years in experience optimizing websites for businesses in the U.S., Europe, and China.

Free independent evaluation

Eden Ads is a full-service digital marketing agency in Tampa, FL. Our team offers qualified local businesses a unique opportunity to have their website and digital marketing/advertising campaigns fully evaluated under multiple aspects:

  • ROI of Google Ads campaigns
  • Finding where you waste money in your Google Ads campaigns
  • ROI of Facebook campaigns
  • Search engine position checks on your 2 or 3 main keywords
  • General SEO-readiness
  • Adequacy of mobile design
  • Google speed scoring of your mobile website

This free independent evaluation can reveal weaknesses that hurt your site and prevent it to get to the top of search results. It can also highlights design issues blocking it from converting more visitors into leads. Call our web consultants today at (813) 940-5699 to request a free independent evaluation, and discuss your most pressing needs.

If you’re want results, speak with one of our Marketing Consultants to find out how we can help you! Call us at (813) 940-5699 or make contact with our team via our secure online form.

Digital Marketing: Key Benefits of Facebook Ads

Facebook Ads: Legit Digital Marketing Tools

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SPICY NUGGET
Facebook Ads will significantly help grow your business. The Facebook Ads Manager tool is not intuitive however, and it takes skill and diligent testing to make it lucrative.
— Adam A. Sene, CEO

Digital Marketing: Facebook ads workAs a Facebook user, you’ve probably experienced seeing ads on your personal feed that were annoying or not appropriate for you, right? Yet, you kept on seeing them. They just won’t go away, and herein lies one of the key benefits of Facebook ads: they work. (When they are targeted correctly.)

If you’ve ever felt annoyed by an ad, you can safely assume that you were not the right target for the company placing the ad.

On the other hand, if you‘ve ever searched online for a product you wanted (say, a new Trek Bicycle) only to later see an ad offering you a great discount on Trek Bicycles the next time you visit Facebook, you probably wouldn’t have the same reaction as above. In fact, you might be be quite pleased. That’s just part of the magic of a correctly targeted Facebook ad in a digital marketing campaign.

But… Facebook Ads Didn’t Work For Us!

If you’re a business owner or a marketing manager and you aren’t using Facebook Ads, you might want to re-think this approach. (Read on and we’ll explore the main benefits of Facebook ads as compared to other ad platforms.)

If you’ve tried Facebook Ads and were underwhelmed by the results or stopped because they “didn’t work,” there’s a good reason why they didn’t work—and it’s probably not because your target audience isn’t on Facebook.

For most businesses, a good percentage of their buyers use Facebook. Some niche industries may find better success using a different ad platform, which is something our Ad Specialists will determine in our initial discussions with you. However, if your business has an obvious demographic available on Facebook and ads aren’t working, then we can safely assume the ads were not done correctly.

Facebook ads especially are an ever-changing nuance of digital marketing which require professional strategy and execution. For best results, use a marketing pro and don’t go it alone.

Finally, Facebook Ads are not the same as using the “Boost Post” button on a post you create on your business page. For a truly effective campaign, a trained FB Ads Specialist must use the Facebook Business Manager platform to create ads targeted towards a precise audience with results in mind.

Target Your Exact Audience

Facebook provides comprehensive audience targeting—better than Google Ads. You can target user personal interests, user demographics such as age bracket and location, behavior, connections and language. A savvy Facebook ads marketer can even target your competitors’ followers.

Pro Tip: The Facebook Business Manager platform enables you to refine your targeting so that you can eliminate Facebook users who are not in your target market. This ensures that your Facebook Ads are placed only in front of users who are potential customers and ultimately saves advertising dollars while ensuring higher quality leads.

Reach More of Your Target Market Than with Organic Facebook Posts

The unfortunate truth about your Facebook Business or Fan page is that only a small percentage of your followers will ever see what you post on it. 

The [always changing, never predictable] Facebook algorithms determine the visibility of your page amongst your followers. Recent implementations caused significant decreases in business pages’ visibility as Facebook moved towards a news feed which prioritized posts from friends and family and reduced business page posts to a less frequent rotation.

In simple English, this means that if you want to make use of Facebook as a tool for new leads, customers or even just a larger fan base, the most effective way to do so is by using Paid Facebook Ads. Lest we forget, Facebook is a for-profit organization after all.

The good news is that by using the Business Manager platform effectively you can get a solid return on your ad dollars, and the Eden Ads team averages 4-7 times the return on ad spend (ROAS) for our Facebook Ad clients. 

Remarket to People Who Have Already Interacted with Your Brand

Remarketing (aka retargeting) is a smart and lucrative way of reaching your target audience. The reason this digital marketing technique works so well is because interested users who have visited your website in the past (and did not become customers) will see your ad again as a reminder of their initial interest.

It’s estimated that 3 out of 4 website visitors that go through the steps to place items they intend to buy in their shopping carts, fail to purchase.

Through the use of remarketing you can re-target those “lost customers” and rekindle their interest in your services or products. According to a recent remarketing study, website visitors who are re-targeted with display ads are 70% more likely to convert on your website. This tackles the issue of website and digital cart abandonment once and for all. 

Target correctly with inexpensive conversions 

Facebook’s CTR (click-through-rate) is steadily increasing because of refinements to their advanced advertising tools. Because of these constant improvements to targeting capabilities, professional digital marketers can effectively target audiences and do so at a low cost.

With the small amount you pay Facebook to run ads and target only the people you want, you’re spending very little to get a great ROI from your ad spend. It can feel expensive in the initial stages of setting up Facebook Ads while your campaign manager is doing testing. This is unavoidable and you should account for this testing period when setting your ad budget.

Facebook‘s plat de résistance: the “Lookalike Audiences”

After you’ve used Facebook Ads with some success and determined the best target audience that actually converts, you can begin to replicate that success by targeting people who are very similar matches to them by using a Facebook technique known as “lookalike audiences.” This feature allows you to take a custom audience and use Facebook to find similar people who are most likely to purchase from you.

The size and targeting options are very specific to ensure that your lookalike audiences accurately reflects the target market that is already converting using your ads.

3 More Reasons to Love Facebook Ads 

Your buyers are frequently on Facebook, plain and simple. According to BroadbandSearch, the average person spends about 2½ hours daily on social media, a large part of which is Facebook. A dynamic and visual platform full of rich behavioral data and metrics, Facebook is fantastic place to invest your ad dollars.

You can profitably scale your Facebook Ads by reaching more potential buyers than you ever could organically. Once you’ve tested and established the ads that convert most profitably, you simply invest more money into them and keep using them as long as they are producing a profit. In this way, you can keep growing your customer base much easier than with almost any other advertising platform.

Finally, Facebook is a fantastic tool for building your brand and gaining customer loyalty. For this reason, many companies use Facebook pages to create a sense of belonging to a community for their followers. These pages create the opportunity for real engagement with customers and prospects; this in turn cultivates positive brand image, greater customer loyalty and SuperFans. This activity leads to business growth, higher customer retention, and even more sales.

Ready to Set Your Marketing on Fire?

The most important of all the benefits of Facebook Ads is that they will significantly help grow your business. The Facebook Ads Manager tool is not intuitive, however, and it takes skill and diligent testing to make it lucrative. This process can be vastly accelerated if you lean on a digital marketing pro that has blazed this trail.

If you’re ready to grow your business and get real results with Facebook Ads, speak with one of our Marketing Consultants to find out how we can help you! Call us at 727-325-6471 or send us an inquiry via our secure online form.

Why Your Business Should Use Google Ads

5 Reasons to Sow With Google Ads
(Get Ready to Reap)

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SPICY NUGGET
Google Ads are one of the greatest marketing and advertising tools available to you today. (Yeah, we’re fans.)

— Adam A. Sene, CEO

 

harvest with google ads A Google Ads account in the hands of a dedicated expert is a ferocious tool that will reap in customers from the online battlefield known as the competitive marketplace. In other words, it works very well if you know what you’re doing. “But, will Google Ads work for me?” you ask.

They will work for your business if it meets these criteria:

  1. Your customers go online.
  2. Keywords relevant to your business are searched for online.
  3. Some of your competitors or companies with similar offerings use it.

If You’re Not using Google Ads, You’re Making a Big Mistake

There are a few reasons why your business, no matter the size or its current phase of growth, would benefit from Google AdWords.

1) AdWords gets much faster results than SEO (organic traffic takes much longer to build).

SEO and Google Ads are both search engine marketing strategies that generate traffic to your site. SEO is organic, Google Ads are paid; but hiring an SEO team (it’s one of our digital marketing services) to get you those organic rankings can be costly, and it is slow. Google Ad campaigns, expertly designed, will work much faster to get you top rankings in Google’s pages when people search for your services and products.

You can also monitor very accurately what you’re paying for and getting with Google Ads — you can’t track your results as precisely as that with SEO.

2) Surprising to many, Google Ads often converts to more leads/sales than organic traffic.

As reported by HubSpot:

a) The top 3 paid advertising spots get 46% of the clicks on the page. The top three links on a search engine results page (SERP) capture almost half of all traffic for that keyword. This data supports the PPC method as it involves buying ad space at the top of the SERPs.

b) Businesses make, on average, $3 in revenue for every $1.60 they spend on AdWords. PPC is a relatively inexpensive way to experiment, and there is a solid average ROI for investing in paid search ads.

c) PPC Ads can boost brand awareness by 80%.

d) Google’s algorithm updates don’t affect PPC. While not a stat per se, a big benefit of PPC is that it’s immune to Google’s changing ranking algorithms. In 2018, Google reported that they had updated their algorithm 3,234 times! If you’re using SEO, you have to adjust many factors on and outside of your website to match updated algorithm requirements.

e) 63% of people reported that they would click on a Google Ad. A high click-through rate (CTR) is the goal driving both PPC and SEO, and if the majority of surveyed consumers report that they would click into a paid search ad, it is a compelling statistic for investing in PPC.

f) 75% say it’s easier to find what they’re looking for from paid ads. The reason the top search results in Page 1 gets the vast majority of clicks is due to a combination of ease of use and finding what you are looking for. Bidding on target keywords through PPC accomplishes both needs: Paid Ads are easy to find at the top of the page, and they bring the right answer to the question of the searcher.

3) Google Ads are Scalable.

One of the most difficult things to do in marketing is to create lead sources that can scale — that means that you don’t have to 10X your ad spend to 10X your leads. Google Ads is very scalable. When you create a Google Ads campaign that converts with a good ROI, you don’t have to limit your ad spend for that campaign. You can increase your PPC ad spend… and your profits will increase in proportion to the higher budget.

4) Reconnect with past website visitors.

This is what’s known as remarketing (or retargeting). Google Ads provide the capability to reconnect with your past website visitors who didn’t convert on your site, abandon a shopping cart, peruse the site but don’t download anything, etc. With remarketing, your business can continue to show the visitor your offerings through targeted ads directed at them.

This is a great way to pinpoint the people who are interested in what you offer without the need for them to navigate your website — you target your Google Ad message precisely, and send the people who click on it to a specific landing page that gets your message across clearly (without anything else to distract them).

Remarketing can produce a very high ROI. These targeted ads provide a second chance to convert those ‘could-have-been’ customers into paying customers.

5) Increase your brand awareness.

In addition to increasing traffic and conversions on your website, Google Ads are a compelling way to tell people about your brand. It’s been reported that paid search ads lift top-of-mind awareness by an average of 6.6%.

Ready to Kick Off a Google Ads Campaign?

If you’re not yet convinced to try Google Ads, you should speak with a trained Google Ads Consultant on our team who can evaluate your website and offerings, answer your questions and help you determine an advertising strategy that’s right for you, your brand and the products and services you offer.

 

Digital Marketing Quiz:
5′ To Get a Free Visibility Makeover

Take our Digital Marketing Quiz
Get Your Visibility Makeover Plan for Free!

 

digital marketing quizTake 5 minutes to do Eden Ads’ Digital Marketing Quiz! Your answers will help determine where your business is at visibility-wise, and we’ll craft your custom Visibility Makeover Plan. Free of charge. Yes.

Eden Ads is not your garden-variety digital marketing agency. We are a team of young, passionate, result-oriented marketers, with a wide diversity of careers and experience.

Take the Quiz, then check out our profiles. If you like what you see, just call us and share your most pressing business issue with us: it could be advertising campaigns that are not panning out. Leads that don’t come in fast and furious. Your website doesn’t show anywhere near your competitors in Google. You have traffic but visitors don’t buy what you have.

Any problem can be broken down into its component parts and find the right remedies.

This Quiz and Visibility Makeover Plan is a free service we offer all business owners — whether you’re a client of ours or not. There is no cost and no obligation: feel free to share the love with as many fellow business owners as you’d like.

The Team at Eden Ads
(813) 940-5699

Eden Ads | Digital Marketing Tampa FL

Best Landing Pages Do THIS (Duh!)…

Spicy Nugget: ANATOMY OF GREAT LANDING PAGES

 

“Remember: You have 2 seconds with your customer—don’t blow it.”

Adam A. Sene, CEO

Best practices for landing pagesHere’s the hard, bitter truth about landing pages—short is sweet, and if you’re one of those people who love a 12,000-word landing page then, I’m sorry, we can’t be friends.

(No, but really.)

We live in a world where e-commerce thrives, so I’ll just ask you: How many times have you bought a bathing suit from China or a jar of gummy supplements from a landing page that had endless content?

No. You usually click through and the opportunity to buy is either right there or, if it isn’t and things are too complicated, you just left. Am I right?

Advertising is inherently rude, and the internet is inherently bored and impatient. Don’t let your ego or your inner Mr. Polite get in the way and let you think that fancy words and long descriptions belong first. You have 2 seconds. Tell the person what you want them to do! Go ahead, say it!! Now!!! ‘Buy My Damn Product!’

This is a law, not an opinion or a philosophy. This is hard-earned user experience data from years of testing, lost money a little blood and quite a bit of sweat.

For the guy who has no time, the best landing page produce CONVERSIONS. (Duh.)

For the guy who has a little more time, let’s start by covering our basics on what makes “the best landing pages” the actual best, shall we?

What is a landing page?

A landing page is a web page, usually belonging to or associated with a complete website belonging to a brand (but not always), whose sole job it is to convert a visitor or customer into a lead or sale without other navigation to other website pages.

How should it be designed?

Though there are varying opinions as to length, calls to action, aesthetic, etc., the overarching fact is that these pages should be as simple and easy to follow as possible, as these are the ones PROVEN to convert leads or purchases. The option to buy or submit a form or call (whatever the most desired action would be for that page) should be immediately visible above the fold on all devices.

Anything else?

Well yes, since you asked. The over-arching idea should be that within 1-2 seconds of “landing” on the page, the visitor knows exactly what product/service is being sold, what he is expected to do on that page and how to do it.

Landing Page Priorities

Priority #1: Above all priorities when developing this type of page, your first and foremost goal is to appeal the impulse shopper and make sure they have a quick and easy way to convert.

Hold your horses there, self-righteous SEO people. (That was a joke.) Of course you can add more content and satisfy the more shrewd shopper by providing additional content, keywords, photos or whatever you want—just put it below the fold.

The internet is full of busy people who only have time to SCAN the internet’s mere 1.7 billion websites. People that will spend the time to read about your product/service are few and far between. They typically arrived on your site directly, via a referral or organically.

Traffic from ads is fleeting and impulsive. You interrupted whatever it was that they were doing (browsing Facebook, watching a video, etc.) with your ad, and now you have only a few seconds to make an impression. Hurry up, jeez!

Other landing page contents may run something like this, in order of their importance:

Attractive image visually showing that the viewer is in the right place. If you’re selling something, an image of your product should be immediately visible. Other images that positively reinforce your product/service can be used too. If you’re a lawn service, show a beautiful lawn. If you’re selling lotion, you may show an image with a woman with nice skin and a container of the lotion you’re selling.

1. A headline reaffirming that they’re in the right place. E.g. “Perfectly Maintained Lawns,” or “Amazing Moisturizer for Beautiful Skin.”

2. A crystal clear call-to-action: e.g. Purchase, Add to Cart, Buy Now, Sign Up, Get Started, Free Samples, Get a Consultation, etc.

3. A brief description of the product/service.

4. A few bullet points of benefits or “pain points” that are addressed by the product/service, such as:

  • Weekly and bi-weekly mowing plans
  • Includes our 100% non-toxic grass treatment
  • Hassle free, dependable service

5. More stuff that builds trust, i.e. positive reviews, accolades, certifications, badges, trust symbols, endorsements, past clients, etc.

6. Everything else that can be used to satisfy the more shrewd shoppers, i.e. active ingredients, detailed descriptions, company history, etc.

Watch What the Titans Are Doing

The world’s largest brands spend thousands and thousands of dollars and countless man hours analyzing user experience data and doing testing of their digital assets to gauge performance. So, if you sell products online, look at what the biggest online retailers are doing. What do Apple, Nike, Amazon and Walmart do?

If you’re selling subscriptions, what do the biggest subscription services do? Netflix, Disney+, Amazon Prime, etc. All of this will chalk up to vital research and survey data you should take into consideration.

With regard to your competitors, unless they are obviously many times more successful than you, who cares what they’re doing? And even when they are more successful, take your observations with a grain of salt. The fact that they’re doing something doesn’t tell you that it’s working. It might just tell you that some corporate leech is playing company politics and trying to please a suit by being adventurous with their nephew’s idea. (Probably a true story.)

The latest spin-the-wheel popup may be a thing of the past in a few months. Go ahead and test it if it pleases you, but remember that longevity and sustained campaigns tell you more about your competitor’s performance than does the simple fact of what they’re doing that you think looks cool.

Landing Pages for eCommerce vs. Lead Generation

For e-commerce, a well-designed product page is usually a sufficient landing page.

For sales pages geared towards lead generation, minimal-to-no navigation should be present on the page to avoid directing traffic to other pages that are less likely to convert. In other words, remove your main menu from the top to keep Wandering Wanda from leaving your page and instead floating onto your Blog or Company Bios page (where there ain’t nothin’ good happening!)

Lead gen pages typically can benefit from a live chat option as well. Adding Facebook Messenger to your site is free and a great way to capture leads in real time.

Here are a few examples of landing pages that don’t suck. See if you can spot why we like them!

Need Help With Your Landing Pages?

A sizable chunk of Eden Ads’ team consists of seasoned web developers, writers, data analysts and user experience (UX) experts whose combined experience across makes us uniquely qualified to help you create a landing page that looks sharp, fits the aesthetic you’re going for and, above all, CONVERTS. Connect with us online or give us a call at (813) 940-5699!

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