How do we know that our sites are performing at their maximum ability for our given objectives?
• Is it because we used A/B testing to get a set of iterative performance bumps?
• Is it because we used a focus group to tell us how we can improve?
• Is it because we used a supposedly high performance template we saw someone else using?
None of these are truly great indicators of maximum performance, but that last one is particularly problematic.
As MECLABS Institute’s (MarketingExperiments parent company) Managing Director, Flint McGlaughlin has said in the past, and continues to reiterate, that “best practices on the internet are often just pooled ignorance.”
So how can we truly overcome that nagging feeling that our pages are underperforming? The answer is by taking the time to map your customer’s thought sequence and build a digital experience around that map.
Only then can we be sure that we’ve made every effort to ensure a page is performing at its maximum potential.
In this week’s Quick Win Clinic, Flint talks about seeing through the best practices and into the customer’s thought sequence on a page submitted by Paul from Rosetta Stone.
Seven Tips for Writing Better-Performing Expanded Text Ads [Infographic]
Writing text ads is a challenge - how can you be compelling enough to drive a conversion with such limited space? There are several tricks of the trade explored in this new infographic. MarketingProfs
Google to Advertisers: Get Your Mobile Landing Pages Ready
Google recently announced that in two weeks, AdWords advertisers can use AMP pages as landing pages for their ads. This provides a seamless user experience when searching through Google and could have implications for page rank. Search Engine Journal
The print catalog era is over -- but Facebook wants to revive it on your iPhone
Do you miss the good old days of ordering from a catalog? Not many do. However, the lifestyle inspiration we all get from magazines is something that we haven't been able to replicate as well with our digital ads. Facebook is trying to close that gap with their new 'Lifestyle Templates'. Business Insider
Amazon Is Opening Up Its Ads Business, and Marketers See a Big Opportunity to Shake Up Search
According to AdWeek, "After testing search-based ads with agencies and brands, Kenshoo (a company that helps marketers manage search spend across platforms) is making Amazon ads readily available to all marketers through an API integration today." AdWeek
Instagram Expands Access to Branded Content Tools
After months of testing, Instagram has granted access to advertisers to its Branded Content tools. These will allow advertisers simplify the process for working with creators (and vice versa). Social Media Today
Google responds to Apple’s Intelligent Tracking Prevention with AdWords tracking update
The news of Apple's Intelligent Tracking Prevention in Safari has upset the advertising industry - but as usual, we have Google to the rescue. According to Search Engine Land, "Google has developed a new Google Analytics cookie that will be used to capture campaign and conversion data from Safari in a way that conforms with ITP." Search Engine Land
Amazon ‘1-Click’ patent expires today, get ready for faster web-wide checkout
Amazon's patent on '1-Click' checkout has expired - this means that eCommerce platforms can now duplicate this functionality on their own sites. This is expected to reduce cart abandonment for shopping sites and make a more convenient user experience. Marketing Land
73% Of Broadband Consumers Want To Tightly Control Their Personal Data
According to MediaPost: "A large majority (73%) of U.S. broadband consumers express a desire to keep tight control over access to their personal data, with nearly half being very concerned that someone will access the data without their permission, according to a new report by Parks Associates." MediaPost
What were your top digital marketing news stories this week?