You’ve probably seen them used to describe software products. Maybe you use them to describe your own product. They seem like great descriptors, because you know they’re truthful, and what’s true must be convincing, right?
Words like these: Fast, quick / Easy, effortless / Modern / Best, top / Simple / Powerful / Beautiful / Flexible.
The hard truth is that these words are devoid of any real meaning, significance, or differentiation. They fail at convincing people to try your product. How can you be sure of that? Greg Kogan has interviewed hundreds of enterprise software buyers to learn what messaging does or does not resonate with them.
The article provides background and more details.
No matter what your marketing campaign’s goal is, you will need a compelling call-to-action to guide your visitor seamlessly towards the action you want.
This article comprehensively breaks down 60 call-to-action examples by website examples, landing page examples, email marketing examples, Facebook ad examples, Google Ads, AND YouTube examples. All backed up by data.
Navigation menus are one of the most-viewed and most-clicked-on pieces of interface.
The article looks at some principles of nav design that will help users have a better experience, broken down into 7 simple tips, like the one below:
Show them where they are. Clearly communicate the user’s current location. Use multiple clues, like the ones below, to help them orient themselves. Our users should never have to wonder where they are.
April Dunford wrote a great book on positioning: Obviously Awesome. She knows her stuff about positioning. This Twitter thread is a great explanation of the three types of competitors each product has.
Every product has three types of competitors – the hoard (everyone else in your space) the giant (the big market leader), and the ghost (the status quo) and you have to beat all three.
Google Analytics shows 104 conversions. Your CRM shows 123 new leads. Heap reports 97. And so on.
This article covers discrepancies between Google Analytics and your:
- CRM, CMS, accounting, or other back-end software.
- A/B testing tool, personalization tool, or some other analytics tool.
- Google Ads.
It’ll show you what causes those discrepancies with Google Analytics data and how to resolve (or, at least, minimize) them.
PS. Regarding the menus: although you should always save space on mobile, hiding the menu is not a good idea. The hamburger is tempting but don’t hide everything completely. You have other options available to save space but not remove everything: tabs, scrollable lists, progressive collapsing.