Best of the Best: ConversionXL Live 2017 Key Learnings

This post gives an overview of all the key learnings from the ConversionXL Live 2017 event in San Antonio.

Introduction

The 2017 ConversionXL Live conference just came to a close. It was a jam-packed three days of Conversion Optimization sessions from the best of the best in the industry.

Day 1 was focused on UX and Digital Analytics.

Day 2 was an insane reel of sessions about optimization and testing strategies and processes. (Chris, our lead growth hacker also spoke on this day)

Day 3 rounded off on Growth & Customer Success.

It was an amazing few days filled to the brim with many learnings, many amazing conversations with intriguing people and perhaps a few too many drinks.

Things are just winding down and I want to transform my notes into something useful for you guys while it’s all still fresh.

In this post I’m going to give you all the key insights from the conference and ton of action points. So, from the sunny poolside of San Antonio, here is everything you need to know from CXL 2017.

 

Session 1: Is Design Metrically Opposed? - Jared Spool

Wow, what a start with the speakers! In his hour long session, Jared made us all question whether any of us really have a clue when it comes to measuring the right things. Thankfully, he showed us how to ensure we’re doing things right!

1. Are we measuring the right thing?

Here is the thing. We observe different things and we make inferences. We interpret our observations and based on what we inter, we make our design decisions. So we have:

  • Observation: What we saw
  • Inferences: Why we think it happened
  • Design Decisions: What we will do based on that decision

We make lots of different inferences about our data, but if we’re making the wrong inferences, we will make the wrong design decisions. That is why it is key to measure the right thing.

The best designers never stop at the first inference. Research turns inferences into observations.

2. Useless measures and silly metrics

Counting the letter “E” is a stupid metric, yet it actually has a significant correlation with market valuation.

Now, please don’t start putting the more “E’s” on your website... it is a stupid metric. As are a lot of metrics in analytics, such a bounce rate or time after search. They are stupid in the sense that they cannot tell us the why. We end up using them only to push a point — they are agenda amplifiers.

“If you torture data long enough it will confess to anything you like” - Ronald Coase

We need metrics to improve our user experience, but they need to be metrics that reveal to us the why. Stupid metrics like Net Promoter Score tells us nothing useful.

3. A measure experience

Instead of using stupid metrics, we need to focus on our customers’ experience during their journey. At what points are they delighted or frustrated? Instead of just looking at the numbers, you should get real users and see what is happening.

In other words, combine qualitative usability research and quantitative custom metrics to figure out what is actually going on.

Observations trump inferences.

4. Who is collecting the metrics?

It is no longer acceptable to have the design team and the analytics team working separately. The customer journey is owned by both UX and Analytics, so we need to link the two. Data science is now an essential skill for every UX team.

Design must drive metric collection, not the other way around.

Action Point:

Check out the Gallup CE11 for a better way of measuring customer satisfaction than Net Promoter Score: http://www.gallup.com/businessjournal/745/constant-customer.aspx

 

Session 2: Using Storytelling to Craft Multi-Device Experiences That Convert - Anna Dahlstrom

This was my second time hearing from this soft spoken Swedish storyteller. She is an advocate of looking at the whole customer journey rather than just the top of the funnel.

She uses a beautiful metaphor of the funnel being like a story where we have a beginning, a middle and an end. We can map out how people feel at each point and determine when we are losing them.

In a story we have three parts:

  1. The Characters - Users & Actors. Use dramaturgy to help define and visualize the plot of the experiences we design.
  2. The Plot - Typical Journeys. Identify and define all the different characters (actors) that play a role in the experience and what role they play and when.
  3. The Decor - The Eco System. Map, define and design the environment in which the experiences that we create take place.

We need to understand each part and ask questions at each part of the customer journey. In the end, a customer journey is really a story and every little part plays a role in its telling.

"Storytelling is at the heart of everything.” - Steve Levill

Action Point:

Check out Anna’s book Storytelling in Design!

 

Session 3: How to Make Sense of Any Mess - Abbey Covert

Abbey has a unique job: she is an information architect. She looks at how we arrange and understand information as a whole.

We all know that as an organization grows, communication can get chaotic. She gave us three clear tips on how to make sense of absolutely any mess of information by taking a necessary step back.

  1. Language matters. The words used influences its interpretation. Simple is not necessarily better, but we do need to be on the same page when it comes to what words we use to communicate certain things.
  2. There is no one right way. Tomatoes and zucchinis are technically both fruits, but you would probably still be confused if you didn’t find them in the vegetable section! Being technically correct is not the issue. It’s about how we organize and use information to best reach our goals.
  3. We need pictures. Pictures help us understand. They give us something in common to point out. Be careful when visualizing with reductionism: simple is not always better. Realistic is better!

Action Point:

Abbey talks about having a controlled vocabulary (an overview of what words are used and what they mean). This gets everyone on the same page about how and what to say to each other. Sit down with your team and create your own controlled vocabulary. Check out the one from her book to get you started: http://abbytheia.com/lexicon/

 

Session 4: Conducting Methodical Guerrilla User Research - Jamie Levy

I love, love, love user research! And especially Jamie’s take on it. It bugs me to no end when companies overcomplicate user research — it does not need to be that hard!

Some tend to make user research so complicated that it requires fancy labs and highly specific users. The result? They get less feedback because it’s so expensive and time consuming. Their product does not improve as much as it could.

Thank God Jamie agrees with this and has an alternative approach!

Guerrilla user research consists of three phases:

  1. Planning Phase - two weeks. This involves everything from finalizing your solution prototype to scheduling the participants. Determine your most important objectives and based on this prepare your questions. Next, scout out a venue and map out the logistics. Choose a coffee shop with tables out of sight of the cafe workers or the entrance because you are going to need to camp out for a while. Finally, advertise online for participants. Offer a reward and then rate the various individuals and call back the best ones.
  2. Interview phase - one day. Go early to grab multiple tables (bring lots of jackets). Have someone at the cafe door blocking participants so that they do not interrupt other tests. Pay them upfront so they do not worry whether they are getting paid. Make sure you have a note-taker, preferably a stakeholder from the department or company.
  3. Analysis Phase - two to four hours. Analyze what they said to get valid learnings and figure out whether or not they’d use your solution and what they would change.

All in all, it’s about get out of the building technique for conducting affordable yet efficient field research in a neutral environment.

Action point:

I immediately bought Jamie Levy’s book UX Strategy and can highly recommend it. Another great book for basic user testing is Rocket Surgery Made Easy by Steve Krug.

 

Session 5: How to Make Sure your New Website won’t Fail - Karl Gilis

Karl never fails to entertain. His down to earth approach to usability and conversion optimization is awesome. During his session he talked about why you need a redesign and how to go about it.

Firstly, the traditional redesign process is shit (his words, not mine). You end up waiting years until your website is truly unusable before getting a new one. Your poor website visitors.

You should instead constantly optimize and improve your website. I agree with this a 100%! We have seen clients who think the cost of a new website is it. Nope, your visitors and products are constantly changing so why shouldn’t your website?

So when do you need a new website?

  • You don't have a website
  • Your site sucks donkey balls (again, his words)
  • Content/structure are a disaster (huge layered website)
  • Crappy or outdated technology (e.g. FrontPage, Flash)

So how do you do this?

  1. Google analytics. What are the least viewed pages, don’t be afraid to get rid of them.
  2. User behavior. Look at heat maps and replays
  3. User testing. Observe users using your website, watch where they succeed and where they fail.
  4. Target surveys. Ask 1-3 specific questions figure out why they use your website and when they struggle.

Using this info, set up prototypes and test them again. Do what is good for your visitors, not just what is trending.

Action Point:

I have personally followed Karl’s course in usability and conversion optimization so can definitely recommend that: https://academie.agconsult.com/product/online-training-usability-conversie-optimalisatie/.

However, it is in Dutch (well Flemish). For an English version, he is releasing a similar course with the ConversionXL institute in May 2017: https://conversionxl.com/institute/live-course-ux-and-usability/.

If it is out of your budget, no worries, his blog is also filled with a ton of awesome resources: http://www.agconsult.com/en/usability-blog.

 

Session 6: Drive Conversion with Personalization - Krista Seiden

Krista is an Analytics Advocate at Google and also founded Women in Analytics. She walked us through factors that result in low conversion rates such as quality of website content or lack of personalization.

She showed us multiple ways of driving conversions with personalization such as basing content on visitor referral source, on the action level (based on their previous actions) and even using real time events. For example, if a customer is interested in a particular chair, changing the header to talk to them.

The final part of the talk gave us three awesome tips for optimizing with Google Optimize (Google’s A/B testing tool). While these examples use Google Optimize, they can be done with almost any A/B testing tool.

  1. Inject Code to Create Pop-up Offers. Have a pop up that is triggered based on the visitor’s segment, e.g. location, loyalty.
  2. Use GA Audience for Remarketing AND Targeting. The same audience you create for remarketing in Adwords can also be used for targeting with your A/B test. You can also use closed funnel analysis, setting up a segment and remarking based on those who added to cart and did not purchase
  3. Get more out of reporting in Google Analytics. You can add segments or secondary dimensions based on Variant$, Exp ID and Exp Name. You can also then create audiences and segments based on previous test behavior for future experiments.

Action Points:

Being an analytics nerd, I had to go have a chat with Krista. I asked her for her top recommendations for furthering my Analytics skills and received a ton of recommendations:

  1. The Google Analytics Youtube Channel is constantly adding new content - https://www.youtube.com/user/googleanalytics
  2. The Google Analytics Twitter is definitely worth following for interesting articles - https://twitter.com/googleanalytics
  3. Google Analytics just released two new free courses - https://analytics.google.com/analytics/academy/
  4. Just keep playing. The best insights come from adding secondary dimensions to different parts of analytics or setting up segments. Not sure how to do that? Check out the Google courses ;)

 

Session 7: Mastering Analytics for Optimization Success - Michele Kiss

Another awesome analytics guru to end an insightful first day. Michele talks about how we need to build hypotheses properly: I believe [some idea], and if I am right I will take [action].

She also talked about the importance of combining qualitative and quantitative insights, as well as using analysis in order to prioritize our ideas based on the expected revenue forecast.

By using existing data, we can make accurate predictions about the impact of an a/b test. For example, if you are changing the images on a page to videos use the following data:

  • Current traffic
  • Conversion on product page
  • % that view images
  • Conversion rate for image viewers

Then add your assumptions:

  • What % of Product Page and/or Image Viewers will view video?
  • What % lift in conversion will that drive

Based on this you can predict revenue. Don’t forget to consider the impact of seasonality and drift. The mean never stays constant. There are other things that have an impact such as overlapping test groups.

Action Point:

Check out Michele’s article about this topic here: http://analyticsdemystified.com/analysis/how-to-deliver-better-recommendations-forecast-the-impact/.

 

Day 2

Day 2 was filled to the brim with sessions, including our very own rockstar, Chris Out. We heard from a huge range of speakers from all over the world.

Session 8: From the Trenches, Lessons in High Converting Copy - Joanna Wiel

For those of you who don’t know Joanna, she is my copywriting idol. Everything I have learned about copywriting is from her, so you can imagine my excitement in seeing her live.

She definitely did not disappoint. I would need to hire a copywriter to help me describe how amazing she was…

Anyway, let’s get straight to it. The average visitor spends 15 seconds on a webpage (you clearly spent a little longer if you reached this point, but that’s because you’re special). So we ask a lot of copy. In just 10-15 seconds it needs to tell them why they should buy and the value you offer.

Let’s look at the numbers. We see 5.000 ad messages a day. Of those 5.000 we recognize 50 and remember a sad little 4. So, if you want to write copy that sticks, don’t try to compete with the 5.000. Writing 10-second copy makes you one of the 4.996 that are forgotten. You are not average, so don’t try to be.

The answer lies in being specific and speaking to the individual. Use the PAS Framework: Find the Pain, Agitate it and then offer the Solution. The right people will read your message.

Action Point:

I highly recommend Joanna’s Copy Hacker books, they will transform your copy: https://copyhackers.com/product/copy-hackers-bundle-ebooks/. Sadly, at the moment of writing the books seem to be out of stock so in the meantime check out her free Conversion Copywriting Videos: https://copyhackers.com/conversion-copywriting-101

 

Session 9: The Discipline Based Testing Methodology - Andrew Anderson

When we believe something, we often have a confirmation bias: we look for reasons to believe rather than reasons not to believe. This is terribly flawed, as there are only two outcomes: you are correct and feel vindicated, or you are wrong.

We need to stop thinking in hypotheses but rather in Betas (as in the Greek letter). The minute you think something is true, challenge it. In the end, you are the least important part of the process, what you think doesn’t actually matter. So focus on the outcome and not on proving your hypothesis right.

Andrew Anderson is a huge advocate of fragility: knowing the power of the options. Testing 2 options 100 times will not necessarily give you a huge lift. Instead, if possible, test 10 options 20 times.

Andrew gave so many insights, but I am trying to avoid writing a book about the conference. So instead, here are his basic frameworks:

  • Never test less than 4 experiences - Math is not on your side
  • Prioritize by the number of options and the beta of the options, not by your confidence
  • Plan your tests to your resources, not your resources to your tests
  • Discomfort = Money

 

Session 10: How to Get Business Impacting Insights from Your Growth Program - Chris Goward

Chris is a fellow growth marketer who talks about the unbelievably important issue of having data analysts and designers working together instead of being at war.

You need a growth marketing program that produces a never-ending stream of profitable insights.

Optimization champions are Zen marketing masters. They not only understand the yen, the quantitative side, but also the yin, the intuitive, qualitative, inspired and fuzzy side.

He introduced the “infinity optimization process” in which you have the exploring side: which is a messy process of creativity, and the validating side which is a process of data testing.

His company also invented the beloved Lift Model that we use when looking at a website: https://www.widerfunnel.com/lift-model/. This helps you understand your users and generate ideas for what needs to be improved about your website.

Action point:

This is another book I bought immediately: The Zen Marketer’s Guide to Growth. I have not read it yet but I am really looking forward to digging into it as I saw a lot of great similarities between Chris’ model and our own 7 Pillars of Growth Hacking.

 

Session 11: How to Manage a Large Scale Testing Program - David Nye

David Nye set up the Test and Learn program at hotels.com and is running hundreds of tests per week on a huge scale. He started off with highlighting why you need a high tempo testing program:

  • Managing Risk
  • Return on Investment
  • Competition
  • Prioritization
  • Knowledge Building

Their Test and Learn follows the following cycle: Observe —> Investigate —> Insights —> Hypothesis —> Experiment —> Conclude.

They are constantly looking at what works and testing different conversion veins based on what requires the most improvement. The most important thing is that optimization is not one department but businesswide.

Yet, with even such a high tempo program as theirs, there remains a lot of challenges:

  • Stakeholders who have 1 test and may want to call tests off early
  • Not getting so focused on test speed that you forget size of impact and success rate
  • Making sure you take the time to optimize the program itself and not just running tests
  • Making sure to retest when possible, especially when risk of the feature is high.
  • Investing in data quality: reducing the days lost due to test failure and / or data problems.
  • Test everything within reason, why are you doing the tests and how can you measure success.

 

Session 12: UX of Form Design: How to Design an Effective Form - Julie Grundy

At this point we moved over to a rapidfire round of eight 15-minute sessions. First up was Julie, she made good use of her 15 minutes through providing us with over 20 guiding principles to improve our forms. Here are my top five:

  1. Don’t use placeholder text as labels. Boxes with text draw more attention and otherwise users may mistake them for being filled in.
  2. Leave Selection Lists Blanks as static values are again easy to miss. Avoid profiling the option unless you think users will select the value.
  3. Specify errors immediately and inline, don’t just tell them later.
  4. Provide an option to show the password, especially on mobile. Also, if your security team will allow it, tell them which it is: the username or password they got wrong rather than a general error message.
  5. Mark fields as optional rather than required and don’t ever over-require

 

Session 13: How to Listen to Your Customer Effectively - Momoko Price

We are terrible listeners. We always say listening is important, but we don’t actually listen. We ask our customers tons of questions and do NOTHING with the answers. Then we test based on hunches and opinions.

We are basically askholes: Continually asking questions but not acting. To be a good listener we need to ask better questions.

For example, you can create a higher converting value proposition with just three questions. An effective UVP is:

  1. Relevance
  2. Desired Outcome
  3. Exclusive Benefit

So ask the following:

  1. Relevance - Ask visitors: What matters most to you?
  2. Desired Outcome - Ask customers: What’s the benefit?
  3. Exclusive Benefit - Ask customers: Why us, over others?

Don’t be an Askhole.

 

Action point:

Grab Momoko’s free ebook at: www.kantan.io/.

 

Session 14: Fast user segmentation for a better conversion strategy - Stefania Mereu

Lots of companies segment based on demographics. This is quick but it doesn’t work well because you just end up with stereotypes.

So instead, Stefania suggests a simple alternative: Look up the top keywords people are using and group them together based on type. For example, recycled jewelery terms are likely to be used by an environmentalist. Next build funnels for each persona:

  1. % of users entered for each keyword
  2. % add to cart
  3. % purchased

Action point:

For the more expanded user persona’s check out the following blog post: https://conversionxl.com/user-personas.

 

Session 15: Searching for Repeating Conversions Pattern - Jakub Linowski

We all run a huge number of a/b tests, but are there certain patterns as to what will or won’t work? That is what Jakub aims to find out. He collects 100s of a/b tests to figure out these patterns and predict what will lead to an increase in conversion rate.

One of the patterns he has found, for example, is that fewer form fields almost always works. Another one is adding the amount of discount for paying yearly instead of monthly.

Action point:

Check out Jakub’s research here: www.goodui.org/evidence.

 

Session 16: The Margin of Aggressiveness, the Game that Optimizers Should Really be Playing - Chris Out

Next up, our very own RockBoost rockstar, Chris Out. Chris talked about how companies do not see the value of CRO the way they do SEO or PPC. We need to stop focusing on just the website, but also on the additional value created.

CRO can improve future cash flow through:

  1. More clients
  2. Higher average spend
  3. Increased purchase frequency

The margin of aggressiveness is the % of earnings that you re-invest to boost LTV. So how can you do this: figure out your current lifetime value and cost of acquisition per customer segment and see where there is room to grow and increase cash flow.

Use this to sell CRO based on what the predicted change in conversion rate is and how this will influence the company’s valuation.

 

Session 17: How to find $100m of lost revenue without creating a single experiment - Abi Hough

So, I talked to Abi a few times before her talk and she was very nervous about it all, like “I don’t want to do this nervous”. If I hadn’t known it, I never would have guessed it: she nailed the presentation. She made a commonly considered “boring” topic of functionality in a funny and engaging way.

Functionality is basically about whether a website works the way it should work across all devices and browsers. In 24 hours of testing across devices and browsers, Abi found 99 issues for her client which saved them 100’s of millions (based on difference of conversion rate for those devices/browsers).

Too often, people only look at simulators. These are unreliable and miss a lot. The only way you are truly going to find the issues on your website is to take different devices and test them physically. Functionality testing is critical to your optimization process, make sure you:

  • Build your own device lab and keep it well stocked with devices
  • Use virgins to your website
  • Manual testing for qualitative results
  • Automated tests for quantitative results

Action Point:

For more about testing for functionality check out this awesome functionality toolkit Abi put together: www.endlessgain.com/functionality-toolkit/

 

Session 18: A better way to prioritize your a/b tests - Leho Kraav

Prioritization is key when choosing which tests to do in order to maximize the win %. We use the ICE framework (Impact, Confidence, Ease) as it is great also for prioritizing backlogs in general. However, there are many ways to prioritize, and Leho presented Conversion XL’s own framework, PXL. PXL focuses on:

  • Create weighted point model
  • Maximize change visibility
  • Score research data
  • Score ease of use

Again this is the best framework for them but you should customize and extend any framework to suit your own organization’s needs.

Action Point:

Check out the cxl.co/pxl framework: www.cxl.co/pxl

 

Session 19: Essential e-Commerce Optimization Techniques - Joel Harvey

When looking at your checkout process, break your funnels down to different channels (SEO, SEM, social). Users from different channels act in different ways, and this will allow you to run simultaneous tests. When creating test hypotheses consider the following:

  • Where did the visitor come from?
  • Did they land here or did they FLOW here
  • Was there an offer that brought them here
  • Are we clearly communicating our value at the right time
  • What friction points do we have in our website

Joel gave a ton of actionable points for improving your website but I had two favorites:

  1. Echo your Offer. If you have a welcome mat offering them a discount, don’t show it just once but have the offer follow through (E.g. small bar at the top) for the rest of the website.
  2. Every visitor has a click budget. Every visitor has a maximum number of clicks, keep this in mind when designing your website.

Action Point:

Check out his fellow conversion scientist, Brian Massey’s, book: Your Customer Creation Equation.

 

Session 20: Optimizing for the “Considered Purchase” - Bill Leake

Too often we focus only on the conversion rate, but this is just a small part of the whole customer journey. Conversion rate should never be the goal. Instead line up your conversion with how your sales work and use alternative conversion types:

  • Conversion doesn’t have to occur on your website
  • Track phone calls from search
  • Integrate chat to drive conversions
  • Maintain web referral traffic codes in your marketing automation system
  • A “click” is an easy conversion - what can you learn from it
  • Retarget heavily on your email nurturing campaigns

 

Session 21: Data Driven Marketing - Oli Gardner

I was really excited for Oli’s talk seeing as I use his landings page tool, Unbounce, every day. He has done a ton of research into landings pages and what works well in terms of length, sentiment, reading ease, etc. for different industries.

He highlighted some of these findings as well as explained the importance of data driven marketing:

  • 81% of designers must start their design work before they receive the copy
  • 62% of designers receive no data
  • And only 5% of designers actually use feedback

Data driven marketing is: curious, empathetic, evidence-based, designed for ideal, lifecycle-focused and transformative. He also showed us what this looked like in action. It starts with:

  • Discovery. What is your purpose, what does the research show, what opportunities are there and what are your priorities.
  • Design. Look at directions, message, mood, typography, image style, etc. Based on this build a 3D document: a data driven mood board.
  • Delivery. Deliver the results to the client, get feedback from users and keep improving the design.

Action Point:

Check out the full conversion benchmark report here: https://unbounce.com/conversion-rate-optimization/unbounce-conversion-benchmark-report/.

 

Day 3

The conference went unbelievably fast, so day 3 came before I knew it. It was a short day, only the morning with four sessions to round it all off.

Session 22: Personalized Experiences for the 97% - Guillaume Cobane

Guillaume is busy with some unbelievable stuff. He is creating next-level personalization and has run billions of versions in the last three weeks alone using machine learning.

Based on IP addresses he can show a completely different website depending on what your company does and what would be relevant for you. It can find about 50% of bigger companies based on IP address and based on whether the company would be a relevant potential customer.

It can also trigger different actions, such a chat for high score visitors. Again, even with the chat, it shows your company’s name, delivering a truly personalized website. Like I said, it truly is amazing if not scary at times what you can do with data.

Action Point:

Check out this demo where you can enter your website’s name and see it being personalized: https://segment.com/dynamic-homepage?idmmd=1&domain=salesforce.com.

 

Session 23: Growth Hacking Success - Sean Ellis

I got to go to Sean Ellis’ workshop the day before the conference but it was great to see him again. This time he focused on setting the right goals. If you have no clear growth goals, you face the following problems:

  • Your team is out of sync
  • Wasted efforts
  • Growth stalls

The keys to achieving high impact goals are as follows:

  • Pick the right goals. Make sure you are focusing on your OMTM and what actually reflects overall value delivered to customers and provides lens for measuring sustainable growth
  • Communicate specifics across the organization. Why is the goal important, where are we now and in what time frame do we want to achieve it?
  • Focus resources (team and dollars). Limit the number of short term goals per person and make sure that for the goals set there is a goal owner who is passionate about the goal, committed to achieve it and there is no direct financial incentive.
  • Use the proven growth process. Generate ideas, prioritize, test and analyze.

Action Point:

Sean has a new book coming out April 25th, Hacking Growth. I managed to get my hands on a prerelease copy and read it just before the conference. I definitely recommend (pre)ordering it.

 

 

Session 24: Build a Customer-Centric Growth Engine - Lincoln Murphy

Everyone wants their customers to stay longer, buy more, expand internally and advocate externally. Yet how do we achieve this? Lincoln walked us through his models for generating customer centric success:

  • Define Customer Centric Success. Define what is the desired action your customers want to achieve: this should be your operating philosophy.
  • Create Foundation for Customer Success. Who is your Ideal Customer Profile and what is their desired outcome?
  • Take Massive Action. Focus on the right time, the right milestone and trigger. It is all about when you reach out to them, what you offer them and how you do it.

 

Session 25: Closing Keynote “Better Landing Experiences” - Wil Reynolds

Wil is a hilarious presenter and the perfect person to round up CXL Live. He has been working in SEO for 17 years and has realized that too often we are so focused on driving traffic and getting ranked that we forget to solve people’s problems.

He uses a great example of cloud computing. All paid results push buying cloud computing solutions but if you look at the top suggested search it is the definition of cloud computing:

This is also what ranks the best organic. People don’t know what it is, they want to learn about what cloud computing is

  • Cloud computing companies could not even rank for cloud computing because they all wanted to sell people things instead of teaching them what cloud computing is
  • Google can tell when people are disappointed by these companies' websites

So how can we use this:

  1. Look for major differences between paid and organic: look at top content themes & formats.
  2. Figure out what people are actually searching, people with different queries land on the same page.
  3. Use videos of people searching to show behavior (e.g. Fiverr, validately)
  4. Make your landing page predictive of the next step
  5. Don’t hit enter first see similar results. See what ranks first.

Action Point:

You can change your Google Settings to see 10 suggested results instead of 4 to get even more insights about what people are searching for. Check out how: https://www.youtube.com/watch?v=LJnKBx5Pyp0.

 

Till 2018…

After reading all this, I am sure I will see you at the 2018 event as CXL Live is something you don’t want to miss. I gave a lot of action points so for ease here is an overview of it all.

Articles / Blogs

Books

  • Storytelling in Design - Anna Dahlstrom
  • UX Strategy - Lamie Levy
  • Rocket Surgery Made Easy - Steve Krug
  • The Zen Marketer’s Guide to Growth - Chris Goward
  • Your Customer Creation Equation - Brian Massey
  • Hacking Growth - Sean Ellis

Courses

Framework