'Research' Category

Startup Marketing Conference: Conversion Hacking The Brain

Posted by Kent Lewis on October 23rd, 2014 at 2:16 pm

One of the Godfather’s of landing page and conversion rate optimization, Tim Ash, CEO or SiteTuners, kicked off the afternoon sessions at Startup Marketing Conference. He felt obligated to start at the bottom (of the brain), as it affects how we design successful LPO/CRO campaigns.
For starters, your reptilian brain is…

Lazy
It likes simple choices
It has no patience
It’s automatic

And we as human animals survive by following the four F’s:

Fight (within seconds of meeting people, we figure out how we would kill them)
Flight
Feed (we need to eat to stay alive)
Fornication

Then Ash touched on how your brain actually works*:

Is it dangerous? -> Deal with it or, if yes…
Is it novel? -> Ignore it, or, if yes…
Consciously explore it.

*95 percent of our actions are pre-conscious.
Then Ash revealed The New Sales Funnel:

The Brain Stem
Limbic System
Neocortex

The goal is to make sure consumers have a small number of clear choices. He adds a caveat in regards to The Long Tail, where more choices are better, but only for specific situations (like looking for music, a book or movie). It doesn’t work when making business decisions (whether it be a pen or marketing automation platform). Here are a few LPO/CRO strategies:

Remove similar choices (they are distracting) and keep it... Read more

Report: Social Media Benchmarks for 5 Industries

Posted by Doug Schumacher on October 15th, 2014 at 12:07 pm

One of the more popular reports we publish are benchmarking reports. As every industry is different, it’s interesting to see how KPIs like fan counts and engagement rates track across different industries, as well as across brands within the same industry.
This report takes a look at 5 major industries: Snack Foods, Fashion Retail, Pet Food, Luxury Auto and QSR Restaurants, assessing each on two major social media KPIs. Fan count, and engagement rate. The networks they are analyzed on include Facebook, Twitter, YouTube, Instagram, Google Plus and Pinterest.
Key Takeaways

Facebook is still the dominant network in each industry. There’s only one industry, Luxury Autos, in which Facebook has less than 80% of the total average community size.

Instagram leads significantly in engagement rate in every industry profiled.

Google Plus is showing both strong community size, and even more surprisingly, high engagement rates, in several of the industries.

Luxury Fashion: 3 Social Media Campaigns from September

Posted by Doug Schumacher on October 9th, 2014 at 11:10 am

Luxury fashion brands play well with social media. With social media becoming more and more visually-driven, it’s put this category in an even better position to maximize impact with highly graphic content.
This report takes a look at 3 of the more prominent campaigns that ran during the month of September, 2014. The brands analyzed are Burberry, Louis Vuitton, Chanel, Dior, Versace, Gucci, Armani, Dolce & Gabbana and Calvin Klein.
Key Takeaways

Numerous campaign themes evident within a single month

Industry is trying a range of messaging tactics: branded content, product launches, event coverage, publicity

Network performance varies greatly, with Facebook offering reach, and Instagram high engagement levels

The Most Effective Holiday Discount Offers

Posted by Katya Constantine on October 6th, 2014 at 5:49 pm

Holiday retail season is almost here! Bring on Chrismukkah, Cyber Monday and Festivus! Soon, many companies will start to offer an array of discounts to boost their holiday sales. Offering a discount is easy enough, but what type is most effective?

Report: Social Media Analysis – Children's Hospitals

Posted by Doug Schumacher on October 3rd, 2014 at 10:16 am

The Zuum report “Children’s Hospitals - A Week In Social Media” is an example of how to use Zuum to stay on top of the latest content trends in any given industry. See not only which networks have the most fans but also drive engagement. Review the top campaigns, comparing how they perform to other campaigns and popular topics. Assess a brand’s top influencers and how much influence they generated.
Brands analyzed include Children’s Hospital of Chicago, Boston Children’s Hospital, Children’s Hospital of Los Angeles, Children’s Hospital of Philadelphia, Children’s Hospital of Pittsburgh, Children’s Hospital Colorado, Cincinnati Children’s Hospital Medical Center, Johns Hopkins Children’s Center, Nationwide Children’s Hospital and Texas Children’s Hospital.
Data highlights and key takeaways:

37% of all posts were made by the Children’s Hospital of Pittsburgh

49 of the Children’s Hospital of Pittsburgh’s 176 posts were for their #dverockschildrens campaign

Posts requesting donations generated more than 3x the overall per post average engagement

Children’s Hospital of Pittsburgh used the #dverockschildrens campaign to support their fundraising drive

During the #dverockschildrens campaign, Children’s Hospital of Pittsburgh had a noticeable spike in new fans