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📶 11% Boost in Paid Ads for Hubspot, Improving Email Accessibility, and more

Author

Shaival Mehta
August 19, 2024

Your AI curated newsletter

19th August 2024

Using the power of AI to save you hours skimming through unimportant articles.

TOP RANKED ARTICLES OF THE DAY

1. What We Didn’t Do Boosted Our Paid Ad CVR by 11%

Boosting paid ad conversion rates can sometimes come from what’s left out, not added. HubSpot's CRO team, led by Rebecca Hinton, increased conversion rates by 11% by cutting down distractions on landing pages for their paid ads. Instead of sending users to cluttered product pages, they created dedicated landing pages without overwhelming navigation links. This tactic gave users a streamlined experience focused on the primary call-to-action (CTA).

The Power of Minimalist Landing Pages

  • HubSpot removed 90% of navigation links on landing pages.

  • Dedicated pages focused users solely on signing up or requesting demos, reducing distractions.

  • A regional test saw an incredible 83% boost in conversion for their Spanish-speaking market, showing significant regional variations in effectiveness.

A/B Testing Strategies for Maximum Impact

  • Rebecca emphasizes bold, radical testing approaches, not minor changes. Big swings in testing quickly reveal user preferences.

  • Start by testing landing pages with stark differences, then fine-tune based on the winning results.

  • Always track statistical significance to ensure results are reliable and not just a fluke. HubSpot, for example, found statistical confidence in their increased sign-ups but not in demo requests.

Key Tips for Agency Marketers

  • Avoid assumptions about what works; test regionally or by target audience.

  • Ensure each landing page builds a logical journey from ad to conversion.

  • Consider the post-conversion experience—what happens after they sign up matters just as much.

Streamlining the user's path and testing big changes helped HubSpot discover what truly drives higher conversion rates.

2. Email Accessibility: 2024’s Game-changing Email Marketing Trend (And How To Get It Right!)

Email accessibility is shaping up as a crucial trend for 2024. With over 2.2 billion people worldwide having vision impairments, ensuring emails are accessible to all audiences is both a necessity and a competitive advantage.

Why Accessible Emails Matter

  • Accessible emails enhance user experience for all, not just those with disabilities.

  • 99.97% of emails tested contain accessibility issues, showing room for improvement.

  • Following standards like WCAG prevents legal risks and enhances brand reputation.

Best Practices for Crafting Accessible Emails

  • Clear Subject Lines: Stick to under 50 characters and avoid vague terms.

  • Text Over Image-Based Emails: Screen readers can't interpret images, so aim for an 80/20 text-to-image ratio.

  • Simplified Layouts: A single-column, HTML-based layout ensures easy navigation, especially for mobile users.

  • High Contrast Colors: Ensure a minimum contrast ratio of 4.5:1 for text readability.

  • Legible Typography: Use fonts like Arial, with appropriate spacing and size to ensure readability across all devices.

  • Alt Text for Images: Descriptive alt text ensures visually impaired users can understand image content.

By focusing on these strategies, marketers can craft more inclusive, effective email campaigns, benefiting a wider audience and reducing potential legal issues.

3. How To Mine Customer Reviews and Ratings To Improve Your Marketing and Products

Online reviews are a goldmine for marketers, offering real-time, unfiltered feedback from users that can shape both products and messaging.

Reviews as Digital Focus Groups

  • Reviews reveal customer needs, pain points, and trends.

  • Analyze competitor reviews to improve your products and marketing.

Tylenol’s Success with Review Feedback

  • Tylenol changed its packaging after discovering customer confusion from reviews, boosting product ratings and sales.

Practical Tips for Agencies

  • Use tools like Trustpilot and TrustRadius for B2B review collection.

  • Analyze reviews manually or leverage AI for deeper insights and faster results.

Harness reviews to improve product positioning and create more compelling marketing strategies.

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