Call to Action Conference Vancouver Recap

7 CRO Tips: Learn How to Convert With Our CTA Conference Recap

This part of our CTA Conference recap focuses on the actionable conversion rate optimization techniques we learned on Day 2. If you haven’t read it yet, please go to the first part of our day 2 recap of Unbounce’s conference.

If you’re short on time, we’ll take you to the quick CRO tips right now (45 second read).

Otherwise, the in-depth CTA conference recap continues below (11 minute read).

Kristen Craft: Are your Videos Working for You?

Kristen Craft, a director at Wistia, came to the stage with a whirlwind of video stratagem. She condemned most companies willy-nilly usage of online videos as a “disconnect” from the normally tactical and measured digital marketing methods.

Kristen’s three rules for strategic video were:

  1. The video and page must work together. No standalone videos without CTAs or next-steps.
  2. Clearly state what the video is meant to accomplish.
  3. Measure viewing and interaction metrics to decide how to alter your strategy.

Bamboo HR, CTA Conference Recap

Bamboo HR showcases a video that Kristen believes benefits the page. Its well-made, uses easy, personal language, isn’t obnoxiously auto-played, and it has a CTA (WOOO!). We like it too, Kristen.

A great resource takeaway was Wistia’s Scripting Tips. If you’re planning to create a business video, definitely check these out and do their scripting questionnaire.

Kristen’s presentation even inspired us to brainstorm a Vantage business video. Perhaps the whole team, each specialized piece, commuting to work in all our various ways, to work on a client’s account in the heart of Vancouver. Charming?

Johnathan Dane’s love of Poop Emojis and his 5 best-kept PPC secrets

Next, Johnathan Dane, CEO & founder of KlientBoost, spoke. We were excited for the 5 best-kept secrets, and our notepads filled quickly.

So quickly that we realized there were more than 5 important PPC tips, understood as follows:

  • CTR is the only network that matters to the network, i.e., they want people paying for clicks so your ads better be clicked
  • SKAGs or Single Keyword Ad Groups create a firm match between searcher’s query and your ad copy.
  • Record micro-conversions on your site for more data and optimization potential:
    • Time on site
    • Scroll depth (how far people scroll down a page)
    • From field completions
    • Button clicks
  • Optimize your keywords for the sale in addition to leads, allowing you to increase bids for profitable keywords in a more profit-oriented fashion.
  • Match your ad copy offers to the channel’s temperature to increase conversion rates:
    • Display ads should have less commitment intensive offers like email signups or whitepaper downloads
    • Relevant searches for your exact product or service should offer a free demo
  • Perhaps the most insightful piece of knowledge was this scale which offered tiers of all of the above:

PPC poop emojis CTA conference recap

Cara Harshman Announces the Death of the Homepage

RIP homepages around the worldwide web. Cara, freelancer and former Optimizely pro, ushered in a new era of personalized homepages. Her own work shows that she wasn’t lying:

CTA Conference recap homepages

Cara’s homepage went from 1 audience to 26. They wanted to show value rather than tell, and creating a specific experience for each audience helped them do this.

Cara’s team even made use of the 5-second value audit that Oli Gardner talked about on the previous day. Cara also encouraged us to learn more about ABM with Engagio and Local Maximum on ConversionXL.

Local Maximum being the apex of your A/B testing’s diminishing returns.

ABM being Account-Based Marketing (“the next big thing in B2B”) or Who, Where, What, and Why?

Our favourite takeaway was Cara’s encouragement to use social campaigns targeting specific verticals in your locale.

In our case, local search marketing in Vancouver. We’d have to create custom landing pages for specific industries, but we think this is a brilliant way for connecting with prospects.

Aaron Orendorff: Creating Content That Converts (Convincingly)

Aaron Orendorff, content marketing crusader from iconiContent, made us ask, “What is content?” An incredible buzzword.

Like Mathew Sweezey said in his presentation,

“Nobody ever said ‘I want content.’”

So how do you make it stick? Aaron advised that you:

  • Write articles for the client you want to get. Key word being FOR THEM. Not for you.
    • Use Buzzsumo to find the most shared content, i.e., content that does well
    • Create articles about this content, critiquing, supporting, applying it to your ideal client, etc.
    • Submit your articles to the creators and publishers of the most shared content to get exposure
  • Define what the hell you’re rescuing an ideal client from will do to them
  • Define what the heaven you’re giving them looks like.
  • Look at your testimonials and reviews to find out what real people say about you.
  • Use sales questions from your prospects to create informative content
  • Tell a story!
  • The most counter-intuitive (sarcasm) of all of Aaron’s tips: BE HUMAN

CTA Conference recap humanity

Aaron also advocated being trendy. New star wars film coming out? 15 Landing Pages Han Solo Would Land On. Justin Bieber on another roll? 14 PPC Tactics Represented by Justin Bieber Lyrics.

Sometimes being human isn’t all it’s made up to be…

Hana Abaza, Cats, Converting Content Myths, & More Cats

Unafraid of long presentation titles or capitalizing on the culture transcending cat meme, Hana Abaza, taught us what content myths are made of.

CTA conference recap cat memes

In the onslaught of “7+ Tactics for Using Your iPad That’ll Make Your Business A Top Performer and Increase Customer Retention Rates As Well As Cure Your Headache”, how do we create content that connects?

We use tools like Buzzsumo and AnswerThePublic to find content that people want and gets shared.

Hana astutely stated that we must:

  • Focus our content on serving the audience we want
  • Measure and audit the success of our blogs
  • Segment our resources by verticals
  • Incorporate relevant, and only relevant, CTAs onto all of our resources
  • Use our analysis to understand what stages of our sales funnel our users are in when browsing our content and matching CTAs to this stage

In simpler terms, Hana said that content needs to be,

“Readable, Actionable, and Tailored.”

Additionally, Hana brought us back to understanding how people navigate our marketing apparatus:

buyers journey CRO CTA conference recap

We also enjoyed Hana’s third myth of “more being more.” Rand Fishkin probably reveled in this myth as it was exactly the topic his presentation covered (and he also got to say it first).

Amy Harrison’s Deep-Seated Fear of Cheating Copy

Amy Harrison,sales copywriter, hates copywriting that cheats. She references “powerful results” across multiple industries losing all of its poetic value. Powerful bodybuilding results, powerful analytics results, powerful portapotty results, etc.

What are client questions and the challenges that they are facing? The answers will show you what your copy needs to address.

Use your customer and client testimonials and reviews to your advantage. Use their language to attract similar people to your business.

You need to be able to identify who and what your ideal customer wants to hear. What are their questions and what are your answers? Be their guide. Don’t be another monotonous voice in the sea of copy.

Michael Aagaard’s CRO Techniques to Reduce Brain Pain

If you were given the prompt S O _ P, what word would you make?

92% of people made the word SOAP given this blank question. Here’s what happened when they were primed with other ideas and images:

Michael Aagaard's SOAP

Mr. Aagaard, senior conversion optimizer at Unbounce and founder of ContentVerve, wants more intuitive experiences for your leads and customers. Analytical thinking is resource intensive and exhausting. Landing pages with a million options require analytical thinking.

Landing pages with clear focus and limited objects allow us intuitive thinking.

In other words, create an experience that’s simple to navigate and understand.

Don’t make people work to know what the heck you’re selling.

Michael also talked about framing landing pages, using sushi as an example:

Seaweed CTA conference recap


delicious CTA conference recap

Michael emphasized walking with your prospects through your sales funnel. Frame their pain points, give them answers, show them easy steps that prime the next, and make sure every page passes the 5 second test. Usability impacts sales.

Additionally, make sure each step is visually consistent in both design and value propositions. Reiterate what your prospects will receive and do it in a familiar way. Nothing should be shocking. Except when they reject you.

Offer them a way out. But riddle the way with risk, danger, and fear. We came up with a prompt that may need to be edited a bit: “No, I don’t want to fix my broke-ass PPC account”

Finally, Michael’s acronym, WYSIATI, as ungainly as it is, “What You See Is All There Is,” carries weight. In fact, Michael showed that by not displaying a cancellation policy, a certain landing page saw a 9% increase in CTR.

7 Quick CRO tips: CTA Conference Recap 2016 Vancouver

  1. Kristen Craft: Strategize your business video, make it serve the page it’s on. Include a CTA. Use real language for real people and script your videos.
  2. Johnathan Dane: Gave us a PPC poop emoji scale. Also encouraged the recording of micro-conversions on your site to get more data on how people navigate your materials such as:
    • Time on site
    • Scroll depth (how far people scroll down a page)
    • From field completions
    • Button clicks
  3. Cara Harshman: Use social media campaigns to target verticals in your locale. Create personalized homepage experiences for these visitors.
  4. Aaron Orendorff: Use Buzzsumo to find the best content about your industry and use it to inspire your own critiques or views of the same content and then share it with the publishers and creators of the original content.
  5. Hana Abaza: Put CTAs on all of your material, match these CTAs to the stage of the sales funnel the content rests in.
  6. Amy Harrison: Use the language of your customers’ reviews or your clients’ testimonials in your copy.
  7. Michael Aagaard: Prime the decisions your customers make through your funnel and give them CTAs to move through it. If they want to leave, offer them a way out that triggers their fear of what might happen without your product/service.
  8. Want more CTA conference insight? Our introduction contains our broad analysis.

    Day 1’s actionable takeaways are available here.

    The recap of the first part of Day 2 can be read here.

    And all of the quick actionable takeaways are put together here.