In the competitive business environment of 2023, having a great product is table stakes for building a profitable business at scale.
Many companies have great products, but struggle to keep the lights on. While many factors determine whether a business thrives or shutters, your market positioning strategy plays a critical role.
By removing mandatory account creation during the checkout process, KNB Online Inc. helped an ecommerce site from the furniture industry increase their sales by 77% and their conversion rate by 280%.
Here’s exactly how they did it.
By offering gift cards via LinkedIn’s messaging ad feature, the Wynter marketing team quickly doubled their demos booked, even during a typically slow season.
Here’s exactly how they did it.
John Wanamaker, considered a pioneer in marketing back in the 1800s, once said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
A lot has changed since then, and data modeling and digital channels make attribution much easier. But marketing is still a cost to every business, and it doesn’t always deliver the results you hoped for.
Ever think you’d pay a stranger to stay in their home when they’re not there? Airbnb realized that convincing people of this would be challenging when they first started out.
As a relatively unknown platform, it needed to gain the trust of users who were skeptical about staying in strangers’ homes. To overcome this, Airbnb emphasized user reviews and host ratings. As the reviews grew, so did the platform’s popularity, ultimately transforming it into a global giant.
This is social proof in action.
At its core, social proof is the psychological phenomenon where people look to the actions and opinions of others to guide their own behavior, especially when unsure about a choice. It‘s a powerful tool for anyone looking to influence decisions, build trust, and grow their brand or business.
After being in the industry for 10 years, how do you ensure that your team has the most up-to-date skills?
Webistry, a Canadian growth marketing agency, realized that to go beyond paid media and grow in a niche market, their team needed to expand and grow their skillset. Since they were highly specialized in one single field, this proved challenging.
Years ago, when I first started split-testing, I thought every test was worth running. It didn’t matter if it was changing a button color or a headline—I wanted to run that test.
My enthusiastic, yet misguided, belief was that I simply needed to find aspects to optimize, set up the testing tool, and start the test. After that, I thought, it was just a matter of awaiting the infamous 95% statistical significance.
I was wrong.
Get a chicken. Cook it until it’s perfectly done. Reduce the jus to a nice pan sauce. Then finish it with some butter until it has the right balance of flavors. Enjoy.
This is a useless recipe, but it’s not wrong. It assumes, however, that accurate advice on what you should do is as valuable as advice on how to do it—the “Should-How Fallacy.”
But being right doesn’t create value; empowering others to succeed does.
Quick! How many CRO “best practices” can you name off of the top of your head? I’m willing to bet the number is quite high.
Best practices are merely common practices. That’s why in this post we’re putting another “tried and true” concept to the test, just like we did with social proof.