Scott serves as Chief Optimizer
on the Webdirexion
team for both development and content marketing strategy, and is the author of the new book, "The Marketer's Concise Guide to CRO
" (Oct. 2015). He is a career marketing communications professional with niche industry specialties in healthcare, law firms, and hotel marketing and holds recent certifications in Google Analytics Mastery
(Udemy), and RACE Digital Marketing
Scott has also taught business, web programming and eCommerce courses at colleges in the Portland, Oregon area. He currently teaches WordPress Content Marketing Power
, an online course through Udemy, and has spoken at several Content Marketing conferences. When he is not geeking out on a Mac, Nexus 7, or Google Chromebook, he enjoys Tai Chi, walking with his two dogs, and survives on Coffee and Pizza.
When choosing an A/B test winner, there will always be a certain amount of risk. What risk? Well, statistically speaking, testing is not a binary proposition with one version a clear loser and one a clear winner. How then can you be confident in your A/B test results? Let’s take a look.
I was preparing a lecture for my online course on “CRO Power” (recall that CRO stands for Conversion Rate Optimization), where we have been testing two versions of a pop-up to subscribe to our newsletter in return for an eBook on R.A.C.E. marketing strategy and tactics. Here are the two versions and you can see which one “won”:
Our A/B test results for these two pop-up versions showed that the A version (left) got better results. How significant is that?
Design, UI, and Strategy components all combine to play a symphony pleasing to website visitors.
Looking back at a run of recent projects (see examples below), we can see modern responsive design, content strategy, and conversion rate optimization (CRO) is paying off. Like a concert master, the “music” of each design and strategy component are directed to play the right “tune” to attract and engage your prospects. We review some recent Webdirexion WordPress Content Strategy projects to look at the symphony of choices involved in developing compelling websites. (more…)
You’ve worked hard growing followers on Twitter, why not turn them into leads so you can work toward sales using automated marketing? Twitter ads? Yup. Don’t count that platform out yet — especially when we have a new American President that loves to tweet, and the platform has 317 million users in 2016. That bird can still sing.
Our clients are always interested in smart ways to gather more leads, so we are pleased to tell you about a tactic where you pay only for the leads gathered. This strategy pairs up newer Twitter ads with your marketing automation program of choice to discover leads and grow your list. And with a lead campaign on Twitter, you pay only for the leads gathered. (more…)
How can Digital Marketing help gather more leads? We’ve prepared a high-level checklist to help you.
Leads are the gold for digital marketers.
You’ve got a budget, goals, and need to prove your digital marketing campaign’s ROI. How can you show your team is meeting its objectives? There are a lot of fancy acronyms and tactical names in this business, but in the end a company lives or dies on qualified leads your sales team can close (B2B) or buying customers for ecommerce and B2C sales.
At Webdirexion LLC, our team uses a marketing model known as “R.A.C.E.” (Reach, Act, Convert, Engage) to organize strategic thinking, the tactics that flow from it, and measurements to meet and exceed goals.
We’ve found this helps solve a lot of the challenges marketer’s face as shown on the chart at right. Take a look at the top three challenges (Producing engaging content, doing it consistently, and proving ROI), and ask yourself how you now measure content effectiveness? Shouldn’t you see direct results in terms of engagement and leads? We think so. We’ve written an eBook about R.A.C.E. strategies and tactics and will send you a copy along with a Digital Marketing checklist. (more…)
Welcome to the twilight zone. An Artificial Intelligence (AI) is in charge of search returns now, when you use Google. You can’t control what it does. What does this mean for content marketers?
Ready to meet an Artificial Intelligence? You already have — every time you do a Google Search you are working with one.
Google calls it’s AI, “RankBrain”, and while only an infant, it already thinks for itself. That’s called “machine learning. According to a recent SearchEngineLand.com (SEL) article, “Machine learning is where a computer teaches itself how to do something, rather than being taught by humans or following detailed programming.”
According to wikipedia, “RankBrain is a machine learning artificial intelligence system, the use of which by Google was confirmed on 26 October 2015. It helps Google to process search results and provide more relevant search results for users. In a recent interview, Google commented that RankBrain is the third most important factor in the ranking algorithm along with links and content.” (more…)
What if you could increase readership for sales related blog posts by 67% or more? And… what if you knew, before spending a lot of ad dollars on your content, exactly how well it engaged your target prospects? Kapow.
Kapow: How split testing + Facebook audience engagement pays off — before your ad campaign (and after).
We do a lot of split testing at Webdirexion because it causes our content to perform better for clients and our agency itself. Too many content marketers and web designers think they are done after their “first guess” at compelling copy and design. Not so. Better engagement of qualified prospects means more sales, so why would you not test for this?
In this post I’ll tell you about a Facebook pre-test “Kapow” tactic that helps you get your content optimized better results before a higher advertising spend. Then I’ll answer the oft-asked question… how do you know when you have enough of a test sample so that your results are valid? Quick tip — the wider the percentage of conversion results, the sooner you can end the test; see below. (more…)
You’ve got content, but it’s not engaging at the rate you thought it would. Readers are not proceeding to calls to action. What do you do?
In this post, I’ll suggest two solutions — one from the R.A.C.E. digital marketing strategy we practice at Wedirexion, and one from our favorite marketing tactic — split testing.
Building a Smart Content Message House
You’ve been reading your analytics and your bounce rate is too high. In R.A.C.E. marketing strategy, one concept used to focus on better copy writing is what we call the “Message House”. You proceed from an umbrella statement to core messages and end with supporting evidence and proof points, like this: (more…)
What if you could test every “module” on a page from slideshows to forms to subheadings to tab boxes? Now you can using the Divi builder’s built in A/B testing. One of the best solutions for smart content strategy that we have seen to date. Learn why we’re building it into all of our latest projects.
We’re WordPress specialists and also literally wrote a book on CRO — Conversion Rate Optimization — so we were very pleased when a market leading theme developer upped their game and added A/B testing for over 30 modules (like slideshows, tabbed boxes, images, and text components) that are also part of the theme.
Split testing = more leads and customers.
It’s called Divi from Elegant Themes, and aside from the fact it makes layout go much faster with modular components, now with split testing (we sometimes call this “A/B” testing since it is common to test two variations of landing pages, but with this tool you can actually test several more variations) we like it so much we have been using it on all our recent projects including the new Old Town Portland site, two Dental sites, eCommerce sites, and for ProtoCall Services (design by Smith Creative Group) — one of our healthcare clients. This is cutting edge for smart content strategy. (more…)
Video marketing is on the increase… and all research shows it potentially out performs all other types of online ads.
As web technology moves more toward mobile surfing, and digital assistants become more popular along with a rise in social media video advertising, we thought it would be a good time to review some video marketing trends. After a bit of research on recent video marketing trends we found the following statistics:
- Video ads have an average click-through rate of 1.84%. Not bad. This is up to three times the average for a standard PPC ad.’
- 65% of viewers watch more than 65% of a video. Again, another strong engagement factor.
- Using the word “video” in an email subject line can boost open rates by up to 19%, with CTR — Click Through Rates — boosted as much as 50%. This of course will depend on how well you have targeted your email recipients and how interesting they might find the subject(s) of your videos to be.
- Marketing surveys rank videos high for ROI, and also show that professional marketers are planning on using videos more in 2016 and 2017.
Meet Scott Frangos, “chief optimizer” for Webdirexion — the Digital Marketing Agency
Wednesday May 25th, Noon – 1pm • Boomerang Coffee Shop, 8th and Main Street in Vancouver
Webdirexion Publishing, a division of Webdirexion LLC, is pleased to announce a lunch and learn for business people and marketer’s based on the recently published Marketer’s Concise Guide to CRO. Available in print and e-book format, the guide helps online marketers convert website visitors into customers using proven conversion rate optimization (CRO) tactics.
The book was distributed in February for a workshop by conference leaders at the Medical Device Marketing Summit in Tampa, Florida, and and continues to sell with good ratings on Amazon.com and reviews also available on GoodReads.com.
“Every business needs to grow their prospect list. I wrote the book I wish I’d had when I was starting our agency,” explains Scott Frangos, the guide’s author and founder and president of Webdirexion LLC — a digital marketing agency. “We wrote it to get marketers quickly up to speed, and to help them gather more qualified leads, in smart ways using newer tactics and technology.”
The short lunch and learn presentation followed by a book signing is scheduled for this May 25th during the noon hour, at downtown Vancouver’s Boomerang Coffee House & Generosity Shop (808 Main Street). Join us for a lunch break with the author, who will speak briefly on smart ways to gather more qualified business leads and customers. Guests will be entered to win a copy of the book and coffee, tea, & snacks will be served.
Books, Snacks, and Generosity at Boomerang Coffee Shop:
The book will be offered only at this event for 10% off retail price, and another 40% will be donated to the good causes supported by Boomerang, “a generosity shop with a special mission.”
Join us at the Boomerang Coffee Shop (where generosity returns) — Wednesday May 25th, Noon – 1pm • 8th and Main in Vancouver
There will be CRO Guides for sale at 10% OFF, plus 40% of proceeds goes to local charities.
This Webdirexion A/B Test resulted in a 493% gain in qualified leads — click to enlarge.
493%? That’s right — we achieved this gain for leads with an A/B landing page test for Total Testing, a Georgia based online human resource testing firm. And because many tests result in lower gains, when you hit one out of the park it’s always good to look at tactics used.
How did we do it? Well, just like I explained in a recent “ConversionCast Podcast” interview, it was all bout a focus on fundamental marketing principles of persuasion that carried this test to a great result.
Listen to the ConversionCast Podcast with Webdirexion Founder and CRO Guide author, Scott Frangos
Why do we do what we do? It’s a great question, posed by Joe Pulizzi, friend and colleague, and founder and CEO at the Content Marketing Institute in a post that lays it straight out — “Your WHAT Doesn’t Matter if Your WHY Is Lacking“. Let’s find out how knowing the answer is key to business success and in so doing learn why one paddles a canoe.
Why do we do what we do in business?
Joe wrote the foreward for our new book on CRO — Conversion Rate Optimization. Optimization for conversions (when a visitor comes to your site and takes a step closer to doing business with you) is part of what we do because it helps marketers win more qualified leads. And conversions are one of the focus areas in our marketing strategy model we follow which we call R.A.C.E. — Reach, Act, Convert, Engage. Again, that’s what we do, but why do we do this? You might as well ask why do canoe enthusiasts paddle canoes (I will give you my answer below)?
I know what Joe does — he provides resources to help Content Marketers including content marketing conferences which I have attended a couple of times (highly recommended).
I know what each of our healthcare clients do. For example, one provides software for hospitals so they can manage revenues better. I know what our hotel clients do — they provide a resting place at a vacation destination. But why… why are we all in business?
Why ask why? The answer is that your marketing success depends more on the why and less on the what. Or, as Pulizzi puts it, “Your why is the problem your product solves.” Ok, let’s see then: (more…)
[Editor’s Note: This is the first in a series on the primary focus areas of R.A.C.E. Digital Marketing: Reach; Act; Convert; Engage. We will expand on these articles to create longer guides for Digital Marketers and make them available at our training division site: CollegeofMarketingPros.org]
Leads are the gold for B2B marketers looking for strategic conversions.
Every business needs qualified leads. That’s why we wrote a guide to CRO — Conversion Rate Optimization. CRO is arguably one of the best tactics you can use for ROI with a quick payback. It also sits prominently within our RACE marketing cycle diagram (below) at position #4. If your site is not converting, and you are not working on ways to improve conversion rates, then you may be losing money.
In B2C and e-commerce, marketers are often concerned about moving directly to a sale. Conversely, B2B sales cycles are longer so it’s very important to capture leads. We at Webdirexion contend that leads are very important in B2C work too, particularly for potential customers who aren’t ready to buy yet. One of our focus industries is in hotel marketing and we see a majority of hotels just focusing on reservations alone.
“Your site “design” is just a best guess at what will be persuasive and compelling.”
At Webdirexion LLC, our team uses a marketing model known as “R.A.C.E.” (Reach, Act, Convert, Engage) to organize strategic thinking, the tactics that flow from it, and measurements to meet and exceed goals. And, we’ve just published a book on one important focus area in the R.A.C.E. marketing cycle — Conversions (you can get “The Marketer’s Concise Guide to C.R.O.” on Amazon, paperback or kindle). This is a key digital marketing strategy. C.R.O (Conversion Rate Optimization) revolves in large part around testing, so we wanted to present you with some thoughts and research on same (click to enlarge):
We reviewed this A/B concept for an Inn during the webinar. This is rough, but the B version shows elements used to persuade visitors to fill out the form.
[Editor’s Note: You may also wish to watch our recent webinar on Smart Ways to Book More Rooms]
I always enjoy the webinars and online trainings we do because it pushes me, as an instructor, to come up on answers and solutions for questions students ask. Keep those questions coming!
We had some good questions at the end of the webinar on Smart Ways To Book More Rooms” we did for PAII (we’re proud to be a member) — Professional Association of Innkeepers International — last week that I’m going to follow up on here: (more…)
They’re here — our new book, The Marketer’s Concise Guide to CRO, is out and available on Amazon, and also direct from our publishing division — have a look at ordering options for corporate trainers and instructors here (plus… a publisher’s special discount!).
The Marketer’s Concise Guide to CRO offers a comprehensive review of CRO tools, tactics, and techniques to help marketers grow their businesses in a targeted and meaningful way. With an overview of different site tests and a comparison of online analytical tools, anyone from marketing students to career marketers will find something useful in this comprehensive guide.
Below is a recent webinar we did for Hoteliers and Innkeepers on “Smart Ways To Book More Rooms” in conjunction with Checkfront* — an innovative cloud booking service with some
unique marketing features.
(see also our post on Hotel Marketing Q & A)
*Webdirexion has a marketing agreement with Checkfront because they offered the best solution for our clients in our opinion. Do contact us for a comparison table of three popular booking companies.
In preparing for our PAII Webinar on Online Marketing Recommendations for Websites (Sept. 30th — register online, it’s free), we took a closer look at some Hotels & Inns we had reviewed recently to look for the strengths in their social media strategies.
Below, I’ll outline some things we know are strong for both the Balch Hotel and the Edenwild Inn with regards to their presence in the social venues. First, let’s look at the Balch Hotel:
The Balch Hotel covers a range of social sites including those above (Google+, Twitter, and Facebook) with a smart strategy to emphasize different advantages of staying with them
Join us for a webinar with PAII
– Professional Association of Innkeepers Internationa
l— next week on Sept. 30th
at 10:30am PST/1:30am EST on “Top 10 Online Marketing Recommendations for Inn Websites
” – » Register online (it’s free)
The debate rages on about AirBnB versus some hotel industry trade associations and city governments. A lot of innkeepers and hoteliers we talk to continue to resent AirBnB. That’s understood. But it still looks like this “disruptive” technology play is here to stay, so what can we learn when we take a look at the big picture? Are there opportunities for smart, progressive BnB owners?
Let’s focus on Seattle inside the city. In future posts we’ll consider smaller rural areas, but a review of three different map sources of data for Seattle is quite revealing in this major metropolitan area, to start with:
Look at the pure density of rooms and homes being rented out in the emerald city. AirDNA produces this map and counts 3200+ AirBnB properties available in Sept. 2015 for Seattle, WA.
Remember in the iconic Sci-Fi flick, Aliens, when the marine (played by Bill Paxson) said “Game Over”? That’s exactly what happened to Office Depot and Microsoft when they forgot to test.
I’ve got a book coming out about CRO — Conversion Rate Optimization — which involves testing your websites and landing pages as an essential tactic, so I thought I’d tell you a story about two well known brands who failed to test, and lost millions because of it.
It was the year 2000 and the two big brands looked around them and realized things were going to change. Microsoft realized that software in a box was going to move into the cloud. Office Depot saw the same writing on the wall and realized that it would mean aisles of software in boxes, representing significant revenue, drying up and vanishing. What to do? Bingo. Start selling software as a service in the stores. So, they created something called bCentral (yep, the official press release is still out there) — a package of website creation, scheduling, and ecommerce tools — then hired a cadre of sales and ecommerce consultants in 20 different major US cities to sell the services and consult with clients. (more…)