Everyone wants to be the first listing on page one of Google for the terms that define their business. Many businesses pay dearly to maintain that position.
But what if this wasn’t necessary to get the attention of searchers? What if your third-place ranking was as powerful as being at the top of the page in terms of clicks?
This is the promise of video. Properly tagged with Open Graph meta tags, you can get a thumbnail of your video onto search pages and have more visual impact than the top listings.
https://conversionsciences.com/wp-content/uploads/2018/11/conversion-sciences-conversion-optimization-agency.png00Brian Masseyhttps://conversionsciences.com/wp-content/uploads/2018/11/conversion-sciences-conversion-optimization-agency.pngBrian Massey2012-07-30 11:02:082012-07-30 11:02:08How Open Graph Makes Video Pop on the Search Engines
These are the stories that caught the eye of The Conversion Scientist last few weeks. If you are a curious marketer looking to learn more about conversion, please subscribe my weekly recommended reading list, For Further Study.
The new book is being announced at Conversion Conference Chicago. For more, sign up to get a copy of my up-coming book: Your Customer Creation Equation: Unexpected Website Formulas of the Conversion Scientist.
Jun 11, 2012 06:06 pm
In my upcoming book, I make the case that email is preferable to social media for storing market attention. You might think that, in the era of mobile devices, my preference for email may seem quaint.
Clearly, mobile devices and email go together like milk and Cap’n Crunch cereal. Only healthier. Enjoy these stats and keep that email coming!
I only touch on the issue of Mobile Apps in my new book Your Customer Creation Equation. So I’m happy to share this very helpful infographic on Mobile websites vs. Mobile apps.
Is it just me, or is it clear that mobile websites are the way to go (except in extreme situations)?
Jun 05, 2012 08:06 am
How is this touching video different from your corporate press release? In every way. “The Human Voice is Unmistakeable.” In Your Customer Creation Equation (coming in June) I make the point that your business should be using the content it naturally makes to feed your audience.
Clearly Michael Lazerow is good with an iPad and Keynote.
What are you good with?
May 29, 2012 03:24 pm
It is a great sign that @SEOMoz included Conversion in their grand plan for Content Marketing. This infograph considers conversion a key component of content marketing, but in my upcoming book on conversion I make content a key part of conversion marketing. Different approaches, same result.
Enjoy the Infograph.
May 14, 2012 07:26 pm
This is a very geeky look at what makes video go viral. Very geeky. That’s why I love it. Dr. Brent Coker introduces us to the Branded Viral Movie Predictor (BVMP). Yes, it even has an acronym. If you’ve considered doing a video in the hopes that it might “go viral,” read this first and be sure you have the appropriate doses of congruency, emotive strength, network involvement and paird meme synergy. Don’t you love science?
https://conversionsciences.com/wp-content/uploads/2018/11/conversion-sciences-conversion-optimization-agency.png00Brian Masseyhttps://conversionsciences.com/wp-content/uploads/2018/11/conversion-sciences-conversion-optimization-agency.pngBrian Massey2012-06-21 07:38:492012-06-21 07:38:49Mobile Apps, Mobile Email, Infographs and Viral Video Formulae: For Further Study
The Dollar Shave video went mega viral because it is “funny”, right?
But to understand why and how it is funny you need to break it down and analyze what motional strings it is playing. Only then will you truly understand its success.
Michael is fed up. Who isn’t?
The major emotional theme of the video is “Fed up-ness”. At the heart of this Fed up-ness lies of course Dollarshave’s value proposition to customers who are fed up with paying for overpriced razor blades. But there’s more.
The whole body language of CEO Michael Dubin says “I’m fed up”. He just can’t sit or stand still, he needs to move, he’s on a mission. He’s fed up with political correctness as he proclaims that the blades are F***ing great. He’s fed up with over-paid tennis players. I think he’s even fed up with being fed up.
This goes right into the core of the American peoples’ feelings. Not only are they fed up with the Razor blade monopoly, they’re fed up with Washington, they’re fed up with no jobs. They’re also fed up with being fed up.
Michael takes matters into his own hands
By doing so he becomes an agent for the aspirations of Gillette-enslaved Americans. When they buy blades from Dollarshave, they’re not customers, they’re proactive change agents who can create change and fortune by their own actions. Together with Michael they enact their shared American dream.
Remember the payoff in the video?
“Isn’t it about time?”
It’s not a product or service statement. Actually not even a statement. It’s just about how you feel when you’re fed up and want to take matters into your own hands. Like Michael.
Michael is one of us, not one of them
Look at Michael’s office. It’s a mess. You’ll find similar offices all over the country. Except of course at Madison Avenue. It’s as far from that as you can possibly get. In any case Michael seems to spend most of his time in the warehouse.
Michael would not pay an agency tons of cash to make this video. If you know a little bit about video production you can see it’s professionally made. Still it’s created to preserve an amateurish look and feel. That’s not by coincidence.
And Michael obviously can’t play tennis.
Michael is American
Ok, the flag at the end is obvious, but when you think of it the American theme runs right through the video.
There’s an homage to the ancestors (Grandpa with Polio). The evil villain is a foreigner (a Swiss tennis player). There’s a reference to the Vanderbilts.
It might not be as obvious to you as it is to me (I’m Swedish), but it’s there for sure.
Michael talks to….. Yeah, Michaels
Michael is a former marketing exec. Does he need to save dollars on his shaving in order to be able to keep the kids in school? I don’t think so. He just thinks it’s about time.
So when crafting the video for the launch campaign Michael needed to decide what people he should appeal to. – “What is the persona of my early adopter?”, is the question he must have been asking himself.
And I think the answer is – “People like myself!”. People who think the Swiss Army knife approach of Gillette is starting to look ridiculous. People who don’t need to save on their shaving. People who just have this feeling that something should change. Not for rational money-saving reasons, but for emotional reasons.
Others will come later. Who really need to save on their shaving. Who wants more proof of the quality of the blades. Then we’ll see other campaigns designed for them. But for now Michaels want to wake up thousand of Michaels around the country.
Michael creates an Experience
I listened to Jared Spool at Conversion Conference SF a couple of months ago. He said that every innovation goes through three phases; Technology, Features and Experience, being the final one.
Gillette is clearly about Features, with their vibrating handle, flashlight, 10 blades and backscratcher (according to Michael). They’re trying to sell us a Shaving Experience which is an Experience around the use of the product.
Michael, on the other hand, spends exactly 5 seconds to talk about the features of the products in the 94 seconds video. Dollarshave creates an Experience around how we see ourselves as individuals and how we want to live our lives. This is infinitely stronger.
We react much stronger to messages about our identity than our actions. I guess Michael knows this.
So if and when you decide to buy those blades you’re not just shaving – You’re participating in a collective experience designed to enforce your self-image as a strong and active American who thinks “It’s about time”. John Ekman is the Chief Conversionista of Conversionista! He is regarded as a Swedish authority on Conversion Rate Optimization. According to John, a Conversionista is someone deeply and crazily passionate about improving Conversion Rates. You can find more inspiring posts on John’s blog.
https://conversionsciences.com/wp-content/uploads/2018/11/conversion-sciences-conversion-optimization-agency.png00John Ekmanhttps://conversionsciences.com/wp-content/uploads/2018/11/conversion-sciences-conversion-optimization-agency.pngJohn Ekman2012-05-01 10:59:052012-05-01 10:59:05The Secret Behind the Success of the DollarShave Video
https://conversionsciences.com/wp-content/uploads/2018/11/conversion-sciences-conversion-optimization-agency.png00Brian Masseyhttps://conversionsciences.com/wp-content/uploads/2018/11/conversion-sciences-conversion-optimization-agency.pngBrian Massey2012-02-08 03:08:072019-07-19 14:19:06The Magnetic Effect of Drawn Video
What Bouncy Bob, Lost Lucy, Methodical Mary and One-hit Juan will tell you about your business.
“It’s people!” Detective Thorn declared in the 70’s apocalypse flick Soylent Green.
The same can be said about analytics.
In the conversion lab, website analytics is a clinical tool, sterile in its collection of data on our visitors and their behaviors. It is capable of providing rafts of data and reams of reports over hundreds of metrics. And all of this is of little help to us in making business decisions.
I’ve given my analytics a more human face, and I think it will work for you as well.
In How to Use Advanced Segments and Custom Reports in Google Analytics [Video] I use two metrics and two helpful Google Analytics features to capture the behavior of four characters that visit our sites.
Bouncy Bob will spend below average time on the site and will visit few pages during his visit.
Like Bob, Lost Lucy will spend little time on the site, but will hit a number of pages higher than the site’s page-per-visit average. It’s like she is lost and trying to find something relevant. One-hit Juan spends a great deal of time on the site, but visits few pages. He lingers on some content before moving on.
Finally, Methodical Mary spends a great deal of time and visits many pages. This is typically considered a sign of high engagement.
Like most sites, Methodical Mary will drive the highest subscription rate. She’s engaged, staying for a long time and seeing lots of pages. She is also seeing my offers to subscribe multiple times.
Lost Lucy’s are, surprisingly, my second best visitor. She doesn’t convert at nearly the rate that Mary does, but perhaps she likes what she sees and wants to be reminded to come back when she has more time.
I would expect Bouncy Bob to have the worst conversion rate, but he beats Juan.
Juan visits an average of one page per visit, but stays for an average of more than ten minutes. What’s going on here? I suspected that he was watching one of the many videos I post on the site. But when I look at the pages that Juan frequents, I find something different: they all have links to other sites that open in a new window. The time-on-site clock is ticking while Juan checks out another site!
Juan shows us one of the pitfalls of links to other sites. If you open links to other sites in a new window, it skews your analytics reporting, and doesn’t seem to really help visitors come back to your site.
What can you learn from the people that you meet in your analytics?
It’s not easy to find search marketing firms that get conversion, the part of the search marketing process that puts money in your pocket. Globe Runner SEO is one of those firms that gets conversion. Notice the questions they ask and the focus they have on conversion in this brief interview.
Here we dive into the kind of conversion strategy you need if you have a considered (long) sales cycle or a high-repeat business: relevant, frequenty, easy email.
https://conversionsciences.com/wp-content/uploads/2018/11/conversion-sciences-conversion-optimization-agency.png00Brian Masseyhttps://conversionsciences.com/wp-content/uploads/2018/11/conversion-sciences-conversion-optimization-agency.pngBrian Massey2011-08-12 21:23:552011-08-12 21:23:55Email: Using a blog to get Relevance and Frequency (VIDEO)
I was on the hot seat at the Austin Content Marketing Meetup.
This isn’t your “play nice and listen while the guy reads his slides” sort of presentation. In the hot seat, the room is actively trying to destroy you, lobbing lit questions from across the room and questioning your every word.
Yes, it even got a little ugly. I think I held up OK.
You’re invited to sit back and enjoy the occasionally heated conversation on how to make your content convert visitors into sales.
The goal of my Ion Interactive presentation “What Can We Learn from the Bad Boys of Marketing?” was to shake things up a bit.
Conversion marketing is about bringing visitors to choice. B2B marketers carry this same burden.
Can marketers in more conservative industries use techniques proven to increase online leads and sales in B2C markets?
Not only should B2B marketers try everything that B2C businesses are using, they risk irrelevance if they don’t.
In my Ion Interactive webinar, I use two B2B landing pages to illustrate how these B2C techniques can be used:Mary O’Brien Adwords Advantage landing page AdwordAdvantage.com and CoverActionPro.com.
Highlighting and bullets
Signatures and postscripts
I go as far in the Webinar to state:
“Business to business copy sucks. It’s horrible to read. There is a need, that when someone recommends a site to their boss that you look professional, but it doesn’t mean you have to write like an idiot.”
Certainly you can deliver a high-converting experience without harming your online brand, like CoverActionPro.
You have to work harder. You can’t ask a committee of executives to review your pages. You have to know how your page is performing and how changes are affecting your results.
You can learn more about analytics and their proper application at my AEN Short Course “Web Analytics: Tools and Best Practices” on June 11, 2010.
Enjoy the Webinar and don’t miss Anna Talerico’s Conversations on Conversion podcast.
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