When you launch a new feature, you can put adoption (or lack thereof) in four categories: [list] [*]Users that haven't heard of the new feature [*]Users that have heard of the new feature but haven't used it [*]Users that have heard of the new feature, used it once or a few times and stopped [*]Users that have heard of the new feature, used it once and are continually using it [/list] Each group of users need to be treated differently. And each group can be learned from to drive more product adoption and help direct future product releases. Here's how to do it in Kissmetrics. Users That Haven't Heard of The New Feature You can find who fits into this group by using a simple yes/no survey from a tool like Qualaroo. You can place it on every page of your app and have it appear until the user provides a response: [center] For the people that select Yes, you can have a simple messaging saying Thank You. But for those that select No, you can prompt them to check out your new feature. [center] That's one way to make sure newcomers are at least aware of your new feature and what it does. But as the saying goes, you can bring a horse to water but you can't make him drink it. In this case, your user is the horse and the water is.ok, bad analogy. But you get the point. Awareness isn't activation. Activation isn't engagement. So, that's method #1. The other method involves using a little analytics from Kissmetrics. Just pull up a People Search and find the people that are current users, have received the email announcing the feature, but have not used it. While some of these people may have read the subject line, they aren't too familiar with your new feature because they didn't open the email and haven't used the feature in the app. Run that search, and you'll get a list that looks something like this (just with different email addresses): [center] So it looks like there's a few people that aren't too familiar with this feature. For them, we'll create an email message that we'll send to them. We won't have to leave Kissmetrics or export anything to do this. It's all in the same solution.
We'll send them an email about this new feature, and will create follow up emails for people that still haven't used the feature. The goal here is to get users who haven't heard of the feature to start using it and getting value out of it. Users That Have Heard of Feature But Haven't Used It Now we have the group of users that are at least aware of the feature, but haven't tried it yet. These users may have opened the email announcing the new feature, visited the feature page, asked a member of your support team a question about it, or click an in-app notification. You can find any of these people with a simple People Search. Just plugin your conditions and date range, and run a search. We'll create a Campaign message for them. Since they're already aware of the feature, this won't need be a replica of the email announcement. Instead, we'll try to entice them to try the feature using the power of social proof. We'll use customer testimonials that we've collected.
This email will be sent to users who are aware of the feature, but have not used it yet. If they receive this email, open it, and still don't use the feature, we can create another email with a different twist maybe embed our product video into the email. And we'll do all the tracking in Kissmetrics. We'll keep a watchful eye of the product engagement with Populations:
Now let's go on to the next group of users. Users That Have Heard of Feature, Used it Once or Twice, and Stopped This group of users has heard of the feature, is aware of what it does, and has even tried it a few times before eventually not returning to it. This group of users needs to be treated a bit differently than the previous two. We aren't as interested as getting them to try the product as we are gathering feedback to see why they dropped off. The reasons will vary: [list] [*]I didn't get value out of it [*]I've been too busy to get to using it [*]I'm about to cancel [/list] To find this group of people, we'll run a People Search for users that have used the feature no more than 3 times, have not used in the past 2 weeks, but have logged in in the past 2 weeks. This is to make sure we're finding the active users that are logging in but are not using our new feature. If there is a group of people in this search, we'll create a Campaign and write our message. There are a couple ways we can go we can either ask them for feedback on the feature or try to get them to use it again. Let's first start with a feedback email.
We'll send this email to our users that fit the criteria mentioned above. The main objective of this interaction should be to gather feedback to see which problems they run into (if any) and discover why they aren't using the feature anymore, despite still signing in and using the product. Users That Are Using the Feature Often (5+ times a week) These can be known as our power users. They've not only heard of the feature, they're actively using it. These users can be a source of feedback, and a few of them may even be willing to provide a testimonial that you can use in public. Some of them may even go a step further and write a positive review on a site like G2 Crowd or Capterra. The search for these users is pretty straightforward. You'll find users that have used the feature at least x amount of times in the last week. A good measure for most features is at least 5 this way you'll find people that have used the feature 5 or more times during the last 7 days.
We can also attempt to learn more from these power users and funnel those insights into future product development and marketing materials. For instance, if we find that the users that get the most use out of our tool are growth teams, but we've been targeting marketing teams, we'll know we should consider modifying our marketing messaging to target growth hackers. Unique Emails to Each User Group Throughout this post, we've gone through four user groups and emails you can send to each group. It's important to keep in mind that these are separate emails going to different groups of users. We aren't sending all these emails to the same customer group. For example, we won't be sending the same email to power users as we do to users who have never heard of the feature. Each group gets its own email as they are treated differently and what we are looking to get out of them differs. Conclusion Building something people want is hard. At least, building something a lot of people want is hard. Then, getting them to keep using it day after day, year after year is almost impossible without near-perfect product iteration. Customer development can help. So can co-creation. And good ol' customer feedback through conversations and emails can also do the trick. Especially when it's targeted towards a specific user group with differing product-adoption levels. Kissmetrics can help you identify these user groups, and you'll even be able to send these behaviorally-targeted emails within Kissmetrics. Click the play button to learn more.
Questions? Ask them in the comments. About the Author: Zach Bulygo (Twitter) is the Blog Manager for Kissmetrics.
How Much Data is Generated Every Minute? [Infographic] This infographic reveals what happens online every minute. The world internet population now represents 3.7 billion people. The findings on data usage includes social media platforms, video usage and the other most popular data generation websites and apps happening right now. Social Media Today
How Email Is Accessed in 2017: Top Devices, Platforms, and Clients The report that was based on 27 billion emails opened between May 2016 and April 2017 highlights the devices on which email is accessed most frequently, the most popular email clients and the most popular email platforms that consumers are using.MarketingProfs
Introducing New Features to the Instagram Platform API Brands are now able to access valuable insights in the Instagram API. You can keep track of organic content performance and have access to comment moderation by being able to hide or toggle on and off. To access these new features, you must have a business profile for Facebook. It is available for Facebook and Instagram Marketing Partners. Instagram Blog
Facebook's Video Helps Drive $9B in Ad Sales, Up 47% AdAge reports: Facebook ad sales topped $9 billion last quarter, proof that its heavy investment in video is paying off, according to industry watchers Its nearly $9.2 billion in ad revenue represented a 47% gain over the period a year earlier. AdAge
Easier Way to Block Comments With Links From Your Videos Video publishers can now block comments that contain links and hashtags with a new setting found in Creator Studio. Once enabled, this setting will hold comments containing links for review before being published. YouTube Help Forum
Google Has Dropped Google Instant Search Google Instant showed search results as you type them, and Google has removed the feature from Search. Due to the recent changes in how searchers use mobile, Google decided to get rid of the feature. You will only see search suggestions that you can click on, but will no longer load any result pages without clicking on the suggesting, or hitting enter. Search Engine Land
Amazon Launches Spark, A Shoppable Feed of Stories and Photos Aimed at Prime Members Inspired by Instagram's use of shoppable photos, Amazon launched a new feature called Spark. The feature is available on the Amazon mobile app only for right now. Start by selecting at least 5 interests you want to follow, and with this information, Amazon Spark will create a customized feed of products and ideas of things to learn more about or shop for. TechCrunch
Facebook is Now Letting Brands and Media Companies Create Their Own Groups Within Pages Brands and media companies are now able to create their own groups without having to rely on admins to set up the groups from personal accounts. This gives Pages administrators the ability to boost engagement with niche groups, and social media managers more privacy and separation from work. AdWeek
What were your top digital marketing news stories this week?
Infographics are amazing! Besides being one of the best ways to explain a complicated topic with ease, they make information come alive. Research found, people following directions with text and illustrations do 323 percent betterthan people following directions without illustrations.
Maybe that's why infographics are 'liked' and shared on social media 3x more than any other type of content. And the concept of relaying information through visuals is nothing new. If you think about it, cave paintings and hieroglyphics dating back to 30,000 BC accomplished the same thing. They were far less sophisticated but demonstrate just how hard-wired we are when it comes to visual information. So it's easy to see why infographics have become so ingrained in content marketing. They get results! Unbounce even went so faras to say infographics are the most powerful tool in your content marketing arsenal.
And like with any piece of content you create, you'll want it to be SEO friendly. But here's the thing. Doing SEO for an infographic demands a slightly different approach than the one you would use for a conventional blog post. In this post, I explain the most vital components of infographic SEO to ensure yours gets proper visibility in the SERPs. The biggest hurdle Let me start by saying infographics are technically just images. They are typically saved in image formats such as JPEG, PNG, GIF, etc.
Of course, they're much more robust and contain far more information than a regular image, but that's how Google views them. This is important to know because Google can't read images like it can text-based content such as a blog post. Fortunately, there areseveral other elementsthat you can optimize. Start with keyword research You won't be able to take advantage of keywords in the actual body of an infographic, but there are a few areas where you can insert keywords. That's why you'll still want to do some keyword research to identify a primary keyword phrase as well as a couple of secondary phrases to target. Let's say I was planning on creating an infographic about productivity hacks. A quick search on the Google Keyword Planner shows me that productivity hacks is low competition, which is good.
The only issue is that it's a short-tail keyword with only two words. But I could still probably make it work, especially if I added infographic to the end of productivity hacks. In terms of secondary keywords, there are a few possibilities.
The bottom line here is to perform keyword research like you would for any other type of content. The only difference is how you go about inserting those keywords. File name Selecting the right file name is vital. This is one of the main factors that Google will analyze to determine what your infographic content is about. You need to get it right. I shouldn't even have to say this, but you'll obviously want to stay away from anything generic like Image001.png. This tells Google absolutely nothing and is going to be a strike against your infographic SEO. A better choice would be something like productivity-hacks-infographic.png. It's short and sweet and lets Google know exactly what your content is about. Just make sure you're not doing any keyword stuffing, using the same phrase multiple times or anything else that's spammy. But you already know that. Alt text Equally important is your alt text. This is the text alternative of an image that lets someone know what an image contains in the event that it doesn't load properly. Screen readers for the blind and visually impaired will read out this textand thus make your image accessible. More importantly, this gives you another opportunity to explain to Google what's in your infographic. Just follow best practices for your alt text and describe as succinctly as possible what your infographic is about. In this case, I might want to use Infographic explaining 15 productivity hacks. URL Your URL is important for obvious reasons. As I mentioned in a post from NeilPatel.comthat referenced Google's top 200 ranking factors from Backlinko, when it comes to the significance of URLs, here is what we know: [list] [*]URL length is listed as #46 [*]URL path is listed as #47 [*]Keyword in the URL is #51 [*]URL string is #52 [/list] I'm not going to cover the nuts and bolts of URL optimization here. You can find that in the post I just mentioned. But I will tell you that you want to aim for a short URL that contains three to five words and a max of 60 characters. This advice comes directly from an interview with Matt Cutts, so you know it's gold.
When it comes to keywords, be sure to include one or two of them in your URL. Research from John Lincoln and Brian Deanfound that this is the sweet spot and considered as part of URL keyword best practices (at least for the time being). H1 tag Although you can't capitalize on the H1 tags (or H2s, H3s, etc.) in the body of your infographic, you can still place one above your infographic so Google can read it. Here's an example:
See how the same keyword phrase that's in the actual infographic is used as an H1 tag at the top? This is a simple yet effective way to give your infographic a bit more SEO juice. While H1s may not be as big of a ranking factor today as they were a few years ago, they certainly don't hurt. And they can be especially helpful for infographics where you have a limited amount of text to work with. Meta description Ah, the good ol' meta description. Here are a few best practices to adhere to when creating one for your infographic. [list] [*]It should be between 135 and 160 characters in length. [*]It should include your keyword phrase (once). [*]It should accurately describe the content within your infographic. [*]It should have a CTA at the end to encourage search engine users to click on your content. [/list] Getting it just right should make your infographic go further with Google and help you rake in more organic traffic. For more on creating a killer meta description, I recommend reading this post from Yoast. Supporting text I really like hacks, shortcuts, loopholes, etc. Call them what you will, little tricks like these are what help you gain the edge on the competition. And there's one specific hack I would like to point out in regards to infographic SEO. It's simple. Add some supporting text at the beginning. Here's a great example of what I'm talking about:
Notice that it's nothing fancy. It's just a few paragraphs that expound upon the infographic and offer a quick preview of what it's about. This is helpful for two reasons. First, it provides a brief description for human visitors, which should hopefully pique their interest and make them want to check out the infographic. Second (and more importantly), it supplies Google with additional text to crawl and decipher meaning from. This helps your infographic get found and increases the likelihood that it's indexed under the right keywords. So it's a win-win situation. There's no reason to go overboard and write 1,000 words of supporting text, but 100 words or so can be a great help. An added plus is that you can throw in a couple of internal links to relevant pages on your website. Don't force it, but try to work in some internal links as well. Load time Back in 2010, Google announced that page speed was a ranking factor. Content that loads quickly will get preference. Not only that, a faster load time tends to translate into a lower bounce rate, more time spent on your site and so on. The point I'm trying to make here is that you should be conscious of how long it takes your infographic to load. Keep in mind that infographics are fairly bulky images, so this can definitely be a concern. Generally speaking, PNGs, GIFs, JPEGs, BMPs and TIFFs load the fastest, so keep this in mind when choosing a file format. You can also test the loading speed of your infographic with this free tool. Just type in the URL.
Then click Analyze.
Google will analyze it and grade it. If there are any issues, Google will provide you with specific advice for speeding it up. Conclusion Doing SEO for an infographicisn't dramatically different from doing SEO for any other type of content. It incorporates many of the same techniques and strategies. The main thing you have to work around is the fact that an infographic is an image and therefore Google can't read it like it can regular text-based content. Fortunately, there are several ways to get around this and ensure your infographic is perfectly optimized for search engines as well as humans. By covering all the bases, you'll position it to climb the rankings and achieve maximum visibility in the SERPs. Do you have any other recommendations for doing SEO for an infographic?
119 Facts About Email Marketing [Infographic] Discover 119 facts you didn't know about email marketing including, why email marketing works, biggest email trends for 2017, most common types of emails, most used email marketing tactics, segmentation and personalization, mobile email statistics and more. (MarketingProfs)
Gen Z is The Largest, Most Diverse Group of Media Users, According to a New Report From Nielsen A new report from Nielsen's Total Audience Report for the first quarter of 2017 highlights how unique and diverse Gen Z is in media consumption. This report shows a device ownership and other technology breakdown by generation, and why Gen Z is more able to adapt to new technologies than other generations. (AdWeek)
Snap Inc. Launches 'Snap Publisher' Ad Creation Tool Snap Inc. recently launched a new self-serve ad tool to encourage more advertising spend, which is now global, instead of limited to certain regions. A new creation platform was also announced to launch soon called Snap Publisher. This new platform offers templates to create ads and simply upload your brand logo, tagline, content and video. (Social Media Today)
Ask A Question, Get an Answer in Google Analytics If you know what data you need, and want it quickly, just ask Google Analytics and get your answer. This new voice feature uses the same natural language processing technology as other Google products like Android and Search, and will be available in English to all Google Analytics users over the next few weeks. (Google Analytics Solutions Blog)
Work Smarter and Stay Connected with the New LinkedIn App for Windows 10 The new LinkedIn app for Windows 10 gives LinkedIn members more options for how they connect with their professional network. The app is for desktop users and includes many features to make it easier to connect and full control to customize your experience while using the app. (LinkedIn Official Blog)
Google News Feed Now With Machine Learning & Follow Buttons Google Search is now making it easier to discover, explore and stay connected to what matters most to you. You can follow topics based on search queries that helps Google understand what you're interested in, and your news feed will be based on your interactions with Google. (Search Engine Roundtable)
Facebook Always Wins: Data Shows Publishers Are Buying Far More Facebook Traffic Publishers are buying more traffic from the platform despite declining organic reach and monetization issues. The average number of paid monthly impressions from Facebook over the last 18 months has doubled, and publishers are using Facebook to distribute content profitably to achieve their business goals. (DigiDay)
Google Expands Home Service Ads to More Markets, More Business Categories Google's Home Services ad product is now available for more business categories in more cities than before. As a customer of this service, your ads can be featured at the top of SERPs with added trust and prestige due to the strict qualifying criteria that advertisers must meet to publish their ads. (Search Engine Journal)
What were your top online marketing news stories this week?
Are you responsible for ensuring your organization thrives in this software-powered world? Then the MarTech Power Pack is for you. You'll gain insights, ideas, and strategies you can use to accelerate your marketing and marketing organization. Brought to you by the Martech conferences, the Power...
Growing a wildly successful software as a service (SaaS) business is a game of numbers. More new customers than canceling customers? You'll grow. If not, you'll stagnate, and the competition will gobble up market share right in front of you. At the same time, not every new idea for boosting growth and retention will be feasible with the resources you have. Your product team is busy working on ideas to build a SaaS product that is 10x better than what's on the market. Your engineering team is building next generation technology that will give a crucial edge of the competition. It's not always strategic to pull them off core functions to work on the latest growth idea. So, while they are busy working on the product, there's still room for low-cost, easy-to-implement techniques to improve the growth and retention of your SaaS product today. Think of these ideas as low hanging fruit you can get started on today to see results in the coming months. 1. Call New Prospects Immediately When They Sign Up This is an idea that I first heard from Steli Efti. He makes the bold claim that if you're a B2B SaaS startup you need to be calling all your free trial signups within the first 5 minutes. You might be thinking whether spending time on the phone is a good use of your team's time. It's definitively not scalable once you're getting hundreds of new trials per day. The benefit is that as an early stage company, every phone call is an opportunity for customer development. Because the person on the other side just went through your marketing funnel, you'll get feedback on whether your website is performing well. It can also act as an early warning system for poorly targeted ads. You'll potentially save a lot of money if you realize that your AdWords are attracting the entirely wrong set of audience based on the conversions you're having with new signups. The downside is that you'll have to add a phone number input to your form, which may reduce your sign up rate slightly. You can make it optional so people can self-select whether they want to hear from you via the phone or not. In my experience, people are generally happy to hear to from you if you call within minutes of signing up to welcome to the service and let them know if they have any questions you're happy to talk. The insights you learn from these calls can be turned directly into hypotheses for experiments to run on your SaaS onboarding funnel. For example, you might find out that many of the signups are using a specific piece of legacy software, so you can adjust the funnel to highlight how easy it is to move over to your product. 2. Offer a Weekly Webinar Some of the best, stickiest SaaS products will be become deeply woven into the fabric of your customers' lives, saving them countless hours or helping them generate more revenue. But it's often hard for people to see the improvements your product will bring when they are looking at the empty state of your app after they've just signed up. In Elements of User Onboarding, Samuel Hulick refers to this concept as helping your users envision their improvement. Webinars are an opportunity to give them a glimpse of how your product will look in action after they've been fully onboarded. Once they've seen with their own eyes how easy your product makes it to get a specific job done, they'll have a reason for why they're going through the hard process of trying something new and investing in learning your product. At the same time, webinars can be operationally challenging. Live webinars, in particular, pose problems. You'll need a soundproof studio with someone to keep an eye on the chat box while another person walks people through the product demo. And then the problems start: the wifi is patchy, your product doesn't respond as expected while live on air or your mic suddenly stops working. It's tough to stay calm on camera! Therefore, Intercom took a hybrid approach to product demos. They showed pre-recorded demos interspersed with live Q&A and discussion. They automated the part that could be automated, such as showing how to do a particular job in their app, while they kept that part that couldn't be automated: live feedback from a product expert. Personally, I was skeptical when I first heard of this hybrid approach, but I decided to give it a whirl. For the first version, you can use something like Screenflow or Camtasia to quickly record your screen coupled with a decent mic such as the Samson Meteor Mic to get good audio. I was worried that webinar attendees would be disappointed that the video wasn't live. However, those fears turned out to be unfounded. In fact, because I could concentrate on the questions coming in via chat, I could give better answers to questions and quickly pull up the relevant documentation to send to them right there. I'd particularly recommend this approach if you want to offer multiple webinars a week for different time zones. 3. Try Out a Win-Back Offer for Expired Trials When you first launch your product, users may like your MVP product, but not pull the trigger on moving over to you, just yet. However, as you develop your product into a more fully featured solution, those initial prospects might just be ready to move over. I've noticed that several SaaS providers send out win back emails to dormant trial accounts after a year, offering them another 30-day trial while highlighting what's changed in the meantime. Here's an example from Front:
The great thing about this tactic is that it's so easy to implement. You can manually pull a list of these accounts every month to start. If the tactic works well for you, you can move to an automated email. 4. Send a Summary of What Happened This Week in Your SaaS via Email I first heard this idea put into words by Patrick McKenzie, a serial SaaS entrepreneur:
A thing geeks consistently underestimate: "What happened this week in $YOUR_SAAS_ACCOUNT" ; archivable, free earned media channel, etc - Patrick McKenzie (@patio11) April 5, 2017
Many SaaS products work day in, day out on your behalf. For example, monitoring services such as StatusPage test your services every minute to make sure all services are operating as expected. Other examples include connecting services such as Zapier, which let you link up data from various services. These services work for you in the background. In best case scenarios, you might not log into these products for months on end. A monthly report card listing what the app did for you each month will clearly demonstrate the value you're getting from that particular SaaS. In the next financial meetings when ongoing subscriptions are put under a magnifying glass, your customers will be able to defend their monthly subscription to your service to the accountants. An even better approach is to put a dollar number to the value you provide, as Nickelled does:
Depending on what your application does, you can send out emails highlighting number of issues closed, number of conversions tracked or leads generated. The closer you can get to a metric that managers care deeply about, the better this tactic works. 5. Retarget SaaS Trials with Customer Success Content Retargeting is a powerful way to reach out to your past visitors to get them to come back to visit your site. In fact, there's nothing right now that can work as well as retargeting (for your non-identified users). Often, SaaS companies use retargeting to get past visitors back to their site so they sign up. But you can also use retargeting in a myriad of ways to drive better retention of users. For instance, you can target people within your free trial period with an ad for your webinar. Facebook Lead adverts make it so easy to sign up to the webinar with pre-filled fields. Just two touches and you are signed up, even on a mobile device. [center][center]Mocked Up Example of a Facebook Lead Generation Ad Alternatively, you can advertise customer success stories that highlight the type of value that people can expect to get from your product. Once customers have activated and are paying customers, you can even take retargeting a step further and start targeting customers that look like they might be in danger of churning based on the data you see in Kissmetrics. You can export a monthly segment of users that are danger of churning and target them with ads on more advanced features they are missing out on or strategies for getting more value from your product. 6. Offer a Done for You Data Onboarding Package Depending on your SaaS, your customers may need to move a lot of data over to your app before they can get started. Particularly if you're starting out, this roadblock may get in the way of many of your customers using your product. Offering a done for them data onboarding package to new customers can be a way to smooth the path. In many cases, this data will have to be moved over from one of your competitors. Other times you'll be faced with a collection of excel sheets, CSV files, or SQL dumps. The result is that you'll be faced with importing data from a myriad of different software, including custom in-house solutions. This diversity of data sources makes it difficult to offer an entirely automated import flow that your customers can carry out themselves. Even importing something as simple as a CSV file can be fraught with issues, as Patrick McKenzie points out. Typically, enterprise customers won't bat an eyelid at paying for this service, whereas an upfront charge can be a barrier for many SMB customers. Test Out New Ideas On a Regular Basis Small improvements in your growth rates and churn rates can have a big impact on your bottom line. Each optimization in your funnel results in more customers using your product, more word-of-mouth referrals and higher customer lifetime value. The revenue this generates means you can invest more back into product development and growth, accelerating the growth loop. Do you have some ideas on how to boost growth and cut churn? Let me know in the comments! About the Author: Thomas Carney has worked for tech companies in Munich, Paris, and now Berlin. When not on a computer, he's at CrossFit or trying to brew the perfect coffee with an Aeropress coffee maker. He writes about marketing for SaaS at ThomasCarney.org.
The world's most destructive mud volcano was born near the town of Sidoarjo, on the island of Java, Indonesia, just over 11 years ago and to this day it has not stopped erupting. The mud volcano known as Lusi started on May 29, 2006, and at its peak disgorged a staggering 180,000 cubic meters of mud every day, burying villages in mud up to 40 meters thick. The worst event of its kind in recorded history, the eruption took 13 lives and destroyed the homes of 60,000 people. But although
When potential customers click on a webpage, they ask themselves - either consciously or unconsciously - three important questions: Where am I? What can I do here? and Why should I be here? If you don't answer all three within the first four to six inches of the page, you are losing customers - and you are losing revenue. In this Quick Win Clinic episode, Flint McGlaughlin optimizes a webpage submitted by Issues Ink, a content marketing agency for agricultural companies. The pagedoes a good job of answering two of the questions, but it fails to answer the most critical one - why should I be here? In other words, why should I consider you over anyone else? This is called the Only Factor. Watch the video to learn how to avoid this pitfall and get the highest response rate.
If you create display ads for your job, you're already well aware of how hard it is to get prospects to click. Unlike search ads, display ads aren't typically served up to an audience who is actively on the hunt for something specific, so there's even morepressure to stand out. Think about it: when was the last time you clicked on a display ad? On our quest to find out what makes for click-worthy ads,we interviewed the marketers and designers at Indochino, Wistia, Webistry and Unbounce to see what inspires their display ad designs.
Turns out that many of them draw inspiration from the very ads that entice them to click. Picasso originally said it best: Good artists copy; great artists steal. To help you get your creative juices flowing, we've gathered the most interesting takeaways from our interviews with the marketers and designers at these companies. This post will cover: [list=1] [*]In the wild examples of display ads that marketers and designers admire [*]How real marketers and designers translate their inspiration into their own ads and landing pages for higher-converting campaigns [*]Helpful resources that experienced designers use to create more clickable ads (that you can use too) [/list] Ready to be inspired? Indochino: K.I.S.S Keep it simple, stupid The fine folk at Indochinoare masters of seamless design. Their handsomely designed ads and corresponding landing pages are as perfectly tailored as their custom made-to-measure suits. ;) When we spoke to Indochino to see where they find inspiration, we learned that they look to brands like Harry's, Casper and Everlane:
Michelle Wake, Art Director at Indochino, explained to me what she finds striking about these ads: The biggest design takeaway here is simplicity. All three ads are clear and to the point. The designs are clean and bright with minimal text. Casper, Harry's and Everlane feature their product in the ad, but in an understated way that does not overwhelm the space. Or as Lisa Craveiro,Senior Acquisition Manager put it succinctly:
When designing display ads, keep it simple. Less is more. -@lisacrav@INDOCHINO Click To Tweet
How Indochino translates design inspiration into a real-life campaign Indochino translates the same rule of simplicity from the Harry's, Casper and Everlane ads into their own ad designs. Take their Tailored Advantagedisplay ad on the left for example. Although the ad canvas is limited, the design elements are minimal which means that Indochino can feature the product in the design without over-crowding the space. Also, notice that the white front contrasts well with the darker, solid background. Michelle explained that this is a conscious decision to make the ad pop: Consider where the ad will be seen. If the image does not have a full bleed background, then we often place products on a colored background. When visitors click Indochino's Tailored Advantage ad, they're taken to the following campaign landing page:
Unbounce customer Indochino sends traffic from their Tailored Advantage campaign to this landing page. Click to view full-length page. There are clear benefits to having a minimal, straightforward ad leading to a landing page with flawless design match: this page converts at 7.8%. Not too shabby. Wistia: Take design risks in your ads (And let landing pages do the heavy lifting) Meet Wistia,your friendly neighborhood video platform. Wistia looks to other B2B subscription-based companies like MailChimp and Slack for design inspiration:
Danielle Bushrow, a designer at Wistia, explained to me what she liked about the ads: I love MailChimp's ads. Their work is consistently unique, delightfully surprising, and even when it appears to diverge stylistically is always on-brand through personality or mission. Challenging the preciousness of style guidelines allows them to take more creative risks, and it pays off.
When designing display ads, take more creative risks it pays off.@daniellebushrow @Wistia Click To Tweet
In other words, these companies do a good job of staying on brand but they're not afraid to take quirky design and copy risks. For example, the MailChimp ads use a clever play on words by incorporating copy that sounds like MailChimp in order to grab prospects' attention: MailShrimp, KaleLimp and JailBlimp.
As Danielleexplained to me, if your ad does its job of standing out from the sea of other ads, you can then let your landing page do some of the heavy lifting: One thing that stands out about these examples is that they commit to one direction, spark interest by connecting with a feeling, and let their linked landing page do the rest.
Display ads: spark interest by connecting with a feeling & let the landing page do the rest Click To Tweet
How Wistia translates design inspiration into a real-life campaign In April 2017, Wistia launched a series of ads for a campaign that was centered around the concept that all businesses can communicate more creatively. By pulling upon creative inspiration from brands like Slack and MailChimp, Wistia created a set of ads with a strongly branded yet playful theme. The ads sparked interest with unique design (motivating prospects to click):
And then they let their corresponding campaign landing page do the rest of the work by explaining the offer in great detail. It included a persuasive video, testimonials, strong copy and a break down of all the benefits:
Unbounce customer Wistia sends campaign traffic to this dedicated landing page. Click to view full-length page. It's an approach that has worked well for them; this landing page currently converts at a healthy 13%. Webistry: Appeal to your audience's emotions Montreal-based digital agency Webistry is a small team with big ideas. When searching for ad design inspiration, agency cofounderStefano Apostolakos looks to Netflix, Airbnb and Chipotle:
Stefano explained that the ads that really get his attention are those that tug on his heartstrings (or get him to laugh with a dash of humor). He explained to me that when you play on your audience's emotions, they feel more connected to your brand and product. The closer the connection, the more likely prospects are to click.
Make display ads stand out by infusing your ad copy + images with emotion @stefwebist@WebistryHQ Click To Tweet
Have a look at how the Airbnb ad paints a beautiful, sentimental picture of what it'd be like to book a space through them for your next vacation. (Tell us you don't have travel #fomo after seeing these ads!)
How Webistry translates design inspiration into a real-life campaign An image of a puppy can stir emotion in just about anyone. So when Webistry set out to help their client Poop-N-Scoop run an advertising campaign, they knew that an emotional approach was the way to go. (If this pup's adorable face appeared on your screen, you'd be hard pressed not to click.) But Stefano and his team took things a step further by creating animated banner ads, using a very simple HTML5 banner tool: Google Web Designer. Stefano explained his reasoning behind creating more dynamic ads for his client: Animated HTML5 display ads (when done correctly) should provide an additional layer of engagement from your viewers. Overly animated ads could actually hurt your CTR (click-through-rate) so, like everything, test! The campaign ran as a seasonal promotion; the ads and landing page were active over the spring period (their peak season) when snow starts to melt.