What’s the best length for landing page forms? Would a shorter form increase submissions while retaining quality, or are longer forms better?
These exact questions have been at the center of a hotly contested debate that’s been raging on since 2009. In fact, the popular website WhichTestWon that catalogs A/B tests, has 40+ tests on forms alone.
ESPN recently redesigned their website. Nothing out of the ordinary there. Companies redesign their websites roughly every 18-24 months. (You’re probably sick of yours right now, am I right?)
But this particular redesign garnered a ton of attention, earning coverage and analysis in Fast Company, TechCrunch, and VentureBeat, among other publications.
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You would think that personalization of content and ads would be a welcome tactic, considering how many people complain about irrelevant advertising.
Most marketers know the importance of creating unique content for different social mediums. For instance, would you use the same exact copy in a paid search ad that you did in a tweet? I hope I’m hearing a resounding, “No!”
And yet, many marketers aren’t fully prepared for what comes next: when a visitor actually clicks on a link and lands on their website.
Personalized marketing is more than just a buzzword you should use when trying to fit in at networking events. Gone are the days of the generic blast email and one-size-fits-all website. Today, three out of four companies personalize their marketing efforts, most commonly across websites and emails.
We’re now encountering more personalized experiences than ever before. Before, it was just your favorite coffee shop barista who greeted you by name. Now, your News Feed is customized to your interests and behavior, your online purchases are largely influence by what Amazon’s algorithm think you’d like, and you can’t open up an email without it saying, “Hi [First Name].”
Before the rise of inbound marketing, traditional marketers often focused on broadcasting their messages to as wide of an audience as possible. Their tactics were expensive, interruptive, and, perhaps most egregiously, untargeted.
First, make sure you know what smart content is and how it works. (Hint: It’s also known as dynamic content.)
Then, you need to create a smart content strategy to address different target buyers who are in different stages of the buying journey. Sound confusing? Use this template to get organized.
Years ago, I would have been shocked to receive an email that said “Hello Rachel,” but today it would shock me to see an email that didn’t greet me by my first name and feature content tailored to my individual interests.
But with all the information we marketers know about our contacts … it’s very possible that we can over-personalize emails.
This post originally appeared on the ecommerce section of Inbound Hub. To read more content like this, subscribe to the ecommerce blog here.
Personalization has proven to be an important part of developing consumer trust, but what happens if you take it too far?
