→ Need testing ideas for your website? You’ll find 71 specific ones to start the ideas flowing.
→ Then you can see what types of mistakes to avoid on your landing pages.
→ Once you have implemented the ideas and fixed the landing pages, run some effective Twitter ads campaigns, using 12 very actionable and useful tips.
The Big Book of Website Optimization Ideas [Intellimize & Speero]
Looking for new test ideas and concepts? This guide takes you through a standard website experience, presenting ideas at every stage of the journey, whether you have a consumer or business audience. All the concepts are grounded in UX and psychology principles.
Very detailed, real-life examples, descriptions for each idea, with the reasoning behind each idea.
Example of one of the ideas (there are 71 of them in total):
What I learned roasting 200 landing pages in 12 months [Roast My Landing Page]
Over the last twelve months, Oliver Meakings has roasted the landing pages of 200 startups. Landing pages from indie makers, VC-funded scale-ups and profit-generating enterprise organizations, across multiple industries and audiences.
He found the 9 most common (and easily fixed) things that founders miss:
- One goal. Focus your landing page on one conversion goal.
- A focus on USPs. If a buyer is in the consideration stage (comparing solutions) your USP is what is going to make them recall you, and decide if you are the best fit for their needs. Contrast your product with competitors and the current way of doing things.
- Clear, relevant social proof. Move your social proof up the page, make sure it’s concise, compounds your copy, and from a buyer relevant to the visitor.
- Simple language. Avoid technical terms and acronyms, and write in plain language. Remember you’re talking to a human, even if they are a B2B buyer. Ask yourself if a 12-year-old could understand your landing page.
- Real pain. Agitate your visitor by painting a vivid picture of the pain using emotional language, stories and visuals.
- Clear benefits and use cases. Visitors shouldn’t have to work out how and why the product will benefit them. Tell and show them with clear benefits language, and example use cases.
- Signposted CTAs. Yes, they were about to sign up but… how long would it take? What were they agreeing to? How much would it cost? What technical setup was involved? Add context to your CTA so the visitor knows what to expect.
- Asking instead of over-thinking. Add an exit intent survey on your landing page. Ask why they’re leaving. Address those reasons on your page.
- Knowing their stats. Set up analytics and events tracking. Uncover a conversion baseline for future experimentation.
The full article also contains 7 (slightly more) advanced ideas for better-performing landing pages and things Oliver learned about building a productized business.
Does Google use engagement signals to rank web pages? Yes. But exactly how Google uses engagement signals (i.e. clicks and interaction data) is subject to endless SEO debate.
Not too long ago, a new Google patent was discovered that described “Modifying search result ranking based on implicit user feedback.”
It can be summarized into 3 tenets of click-based engagement metrics for SEO: First, Long, and Last.
- Be the first click. The more often you are the first click on the search results page, the stronger your signal for ranking.
- Earn long clicks. Users spend more time on pages that are relevant. It signals quality.
- Be the last click. A signal of satisfying content. If you provide anything that is needed for a specific query, there is no need to search for more.
The articles describes how to optimize for all three, with specific examples.
Twitter can be a breakthrough platform if you’re looking for a new way to acquire customers. Here are 12 best practices for running Twitter ads.
- Campaign structure. Start with two campaigns. One for cold targeting and one for retargeting.
- Setting bids. Use automatic in most cases. If your ads aren’t serving, then try target. If it still isn’t serving then use maximum.
- Don’t use TAP. Exclude TAP (Twitter Audience Platform) from your targeting. Your cost per page view will be insane ($0.02) but the traffic is Pile of poo
- Target by location. Specify which countries you want to target or it will automatically go worldwide.
- Target narrow not broad. Unlike other platforms (Facebook), you want your targeting to be narrow. As long as your audience size is in the green bar, you should be okay.
- Use LAL (lookalike audiences). Upload your email list (this is better than using their pixel). Their LAL capabilities are not as powerful as Facebook but they get the job done.
- Target people’s followers. The best targeting feature is you can target peoples followers and even build LALs off their audiences. This is awesome and is one of the biggest benefits of using Twitter Ads.
- Mix and match when building audiences. Do a mixture of interest, keywords, and follower lookalikes for your targeting instead of just one in each audience.
- Signs of Audience Fatigue. You will see a slope in your CPM so I recommend creating a view in Sheets to see CPM week over week.
- Retargeting. You have three options for retargeting. Try all three.
- Upload a CRM list to retarget.
- The Twitter pixel also can generate that list (best).
- There is a checkbox to target users who have engaged with previous Twitter campaigns.
- Creative best practices. Refresh every two weeks. Twitter strongly recommends video (that’s a mixed bag). If you go video, you will see a 3x increase in completion if you keep it around 0:15 seconds. Add: visual cues, a “sound on” prompt, captions.
- Use Cards. You can create “cards” which are images/videos that link to your specified URL. Put your UTM parameters here. Don’t just post images and a bitly link!!! That will miss a lot of traffic.
- (bonus) The real secret sauce of Twitter ads. You can promote a tweet from a personal account. BUT, you need written (email) permission that has to be approved by a rep. This is the way to go. The ad seems more organic than from a brand account.
Until next Thursday!
PS. I’ve tried Twitter ads only once for GrowRevenue, a few years ago. It was a very simple test and it actually worked fairly well. I don’t know why I never came back to try it again. Reading all the tips on how to run effective Twitter campaigns gives me a few interesting ideas to try out.