CXL

How to Craft Competitor Comparison Charts that Convert 🚀

In this lesson, growth expert Daphne Tideman teaches how to design comparison charts that will actually boost your conversion rate.

Here are the key takeaways:

⭕ Compare at Different Stages:
Tailor your comparison charts to where customers are in their journey. Think about the different consideration sets at the top, middle and bottom of the funnel.

⭕ Don't Be A Bully:
Your competitors aren't all bad. Acknowledge where they do well—credibility builds trust.

⭕ Get Concrete:
Ditch vague claims. Use specific facts, numbers, and clear visuals to make your case.

⭕ Get Visual:
Stop the scroll with eye-catching designs or videos. Visuals can make or break your comparison charts.

Get the full breakdown in the video so you can start turning those comparisons into conversions.

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Website optimization is all about understanding user behavior.

You're not just designing pretty websites, but shaping how users think and act. It's important to keep in mind that user decisions are driven by many irrational factors. Understanding these biases can help you with the optimization process and increase the credibility of your data when presenting your findings to stakeholders.

In our latest course on Heuristic Analysis, André Morys teaches you all about it.

Dive in here:
https://cxl.com/institute/online-course/heuristic-evaluation-online-course/?utm_source=fb_page&utm_medium=CXL&utm_campaign=publer

Imagine if a few key changes could exponentially grow your business.

This upcoming Growth Strategy course by Daphne Tideman will help you understand the crucial roles of growth, marketing, and product in your go-to-market strategy. It will teach you how to identify when to adopt a growth-focused approach and set metrics to guide your team’s efforts.

You’ll learn to build user engagement strategies, optimize customer acquisition channels, and create effective growth teams. It will equip you with all the tools you need to develop and implement a growth strategy that can significantly boost your company’s success and ability to compete in your market.

Launching: Thursday 5 September

Who's excited?

Imagine if a few key changes could exponentially grow your business.

This upcoming Growth Strategy course by Daphne Tideman will help you understand the crucial roles of growth, marketing, and product in your go-to-market strategy. It will teach you how to identify when to adopt a growth-focused approach and set metrics to guide your team’s efforts.

You’ll learn to build user engagement strategies, optimize customer acquisition channels, and create effective growth teams. It will equip you with all the tools you need to develop and implement a growth strategy that can significantly boost your company’s success and ability to compete in your market.

Launching: Thursday 5 August

Who's excited?

Need some help understanding all the options available to you on Google Ads?

In this video, John Moran provides a detailed guide on the different bidding strategies available on Google Ads. What are they, how do you use them, and when should you use them?

⭕ Maximize Clicks
- Starts high and gradually reduces CPC
- Good for initial testing and positioning
- Works well for e-commerce, may deliver lower quality leads for lead generation

⭕ Maximize Clicks with Maximum Bid Limit
- Caps the maximum CPC at a set limit
- Useful for high-intent, expensive keywords
- Can be restrictive depending on match type

⭕ Maximize Conversions
- Very aggressive bidding strategy
- Good for big budgets and quick launches
- Limits scale as it sells conversions, not traffic

⭕ Maximize Conversions + TCPA
- TCPA stands for Target Cost Per Action
- Allows setting a target cost for each conversion
- Limits spending based on conversion likelihood

⭕ Maximize Conversion Value
- Focuses on the value of conversions rather than quantity
- Takes longer to learn and requires more data
- May sacrifice quantity for higher-value conversions

⭕ Maximize Conversion Value + TROAS
- TROAS stands for Target Return on Ad Spend
- Can set a target return percentage (default is 200%)
- Aims to achieve specified ROI while maximizing conversion value

⭕ Target Impression Share
- Great for brand campaigns or when top positions are crucial
- Allows choosing placement (absolute top, top, or anywhere) and frequency
- Works well for protecting brand searches and reacting to competitors

⭕ Manual CPC
- Sets a maximum bid for keywords
- Operates like a manual auction
- Simple to use but requires more hands-on management

⭕ Enhanced Manual CPC options
- Includes Google's automated bid adjustments
- Aims to improve performance while maintaining manual control

Watch the video below for the full breakdown.

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Mastering D2C Email Marketing with Grind Coffee 🚀

Join Daphne Tideman as she dissects Grind Coffee’s successful welcome flow that’s helped them rake in $20M annual revenue.

⭕ Crafting a Clear Value Proposition:
Grind nails it by addressing pain points upfront, keeping subscribers engaged from the get-go.

⭕ Building Trust with Social Proof:
They use Trustpilot for in-depth reviews and real customer stories to create a trust factor that converts.

⭕ Guiding Subscribers to Purchase:
Instead of overwhelming options, lead customers to the right product—this boosts conversions and customer satisfaction.

Watch the full video below to see how you can apply insights from Grind Coffee's Welcome Flow to optimize your own and turn subscribers into loyal customers.

Our new course on Heuristic Evaluation with André Morys is officially live 📢

You can go ahead and dive in here 👇
https://cxl.com/institute/online-course/heuristic-evaluation-online-course/

After completing this,
you will be able to assist your team, company, or clients with:

⭕ Conducting heuristic evaluations to identify usability issues.
⭕ Simplifying complex concepts with neuromarketing and behavioral sciences.
⭕ Gaining quick and valid insights without the need for direct user research.
⭕ Understanding and leveraging cognitive biases in user behavior.
⭕ Systematically improving website performance and conversion rates.

This course is for you if you are responsible for:

⭕ Product design and development
⭕ User research and experience
⭕ Conversion rate optimization (CRO)
⭕ Website and product optimization
⭕ Marketing and growth strategies

LinkedIn has added some handy upgrades to their website tracking.
You can now curate what and who you want to track much more accurately than before. Join Rob Muldoon as he unpacks this exciting update.

⭕ LinkedIn scans your landing pages to understand what actions can be taken:

LinkedIn got smarter. It scans pages to identify possible events, labels them, and lets you pinpoint which actions and events you want to track.

⭕ No more need to get your tech team involved:

Setting up the insight tag has also become much more manageable. You don't need to call in support from your devs or tech team anymore.

⭕ Smart audience targeting:

You can now create custom audiences based on specific user actions on your website. This allows for much more precise targeting.

⭕ Exclude people who converted from your retargeting:

You can now also use negative retargeting to exclude people who’ve already converted, so you’re not wasting ad spend on them. This means better use of your budget and happier prospects.

Check out the full video for a deep dive into the new Website Actions feature and how to leverage them to optimize your LinkedIn Ad campaigns.

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Are you ready?

🎓Heuristic Evaluation Online Course
🗓️Launching Thursday, 22 September 2024

Understanding user behavior is crucial for optimizing websites and driving conversions. Heuristic analysis simplifies this process, providing quick and reliable insights without the need for extensive user research. This course equips you with the skills to systematically analyze and improve your website, ensuring you stay ahead of the competition.

Join André Morys as he dives into the topic and walk away knowing how to:

⭕Conduct heuristic evaluations to identify usability issues.
⭕Simplify complex concepts with neuromarketing and behavioral sciences.
⭕Gain quick and valid insights without the need for direct user research.
⭕Understand and leverage cognitive biases in user behavior.
⭕Systematically improve website performance and conversion rates.

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Will you be taking this course?

Exciting Updates on Google Analytics 4 and BigQuery 🚀

Join Fred Pike as he shows you what's new and why you should be paying attention to these updates:

⭕ New Event Sequence Fields:
Google added three new fields that allow us to see the exact order in which events were processed in GA4. This is a game-changer for anyone mapping user journeys or debugging issues—accuracy just got much better!

⭕ Session Traffic Information:
BigQuery now includes session traffic data, not just first-user data. This long-requested feature lets us track how users interact with our sites across multiple sessions.

If you haven't connected GA4 to BigQuery yet, now's the time. The setup is straightforward, and it's free for small to medium-sized sites.

With these new capabilities, understanding and optimizing your customer journey is a breeze.

Check out the video for a deep dive into these updates and how you can leverage them to get the most out of your data.

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Exciting announcement 📢

We are partnering with Michael Aagaard to deliver our very first exclusive mentorship program, where he will be teaching six participants how to 𝗠𝗮𝘀𝘁𝗲𝗿 𝘁𝗵𝗲 𝗔𝗿𝘁 𝗼𝗳 𝗣𝘂𝗯𝗹𝗶𝗰 𝗦𝗽𝗲𝗮𝗸𝗶𝗻𝗴.

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Become a confident speaker with an engaging presentation under the mentorship of Michael Aagaard and deliver your talk at a CXL Webinar.

𝗗𝘂𝗿𝗶𝗻𝗴 𝘁𝗵𝗶𝘀 𝗽𝗿𝗼𝗴𝗿𝗮𝗺 𝘆𝗼𝘂’𝗹𝗹 𝗹𝗲𝗮𝗿𝗻 𝗵𝗼𝘄 𝘁𝗼:

⭕ Create a solid structure and a strong storyline
⭕ Design a beautiful and impactful slide deck
⭕ Be a confident and engaging speaker
⭕ Overcome stage fright and nerves

𝗛𝗼𝘄 𝗱𝗼𝗲𝘀 𝗶𝘁 𝘄𝗼𝗿𝗸?

The program consists of 7 live sessions via Zoom that’ll be around 90 minutes each. It’ll be cohort-style, with six students and Michael on the calls. Each session will cover a specific topic and consist of a mix of students presenting their work, with Michael providing feedback, coaching, and teaching.

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Interested or want to learn more?

Watch the video below.

Read more on the landing page > link in comments.

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Managing experiments on a low-traffic website can be challenging, but it doesn't mean you have to miss out on conversion rate optimization (CRO) opportunities. In fact, you can still effectively optimize and boost your conversions, even without statistically valid A/B testing. Here's how:

Understand Your MDE:

Before diving into any tests, calculate your Minimal Detectable Effect (MDE). This helps determine whether A/B testing is feasible for your traffic level. If the MDE is too high, it's worth exploring alternative methods.

⭕ Use marketing platforms like Google Ads and social media to test different copy and visuals.

⭕ Apply user testing methods like 5-second tests, preference tests, first-click tests, usability tests, and card sorting to gather valuable insights.

⭕ Focus on micro-conversions. When A/B testing on primary conversions is not possible, track micro-conversions instead, like cart visits instead of purchases. The data from this is still valid and useful.

⭕Combine & conquer: By combining different methods, you can validate your ideas, refine your strategies, and optimize your website step by step, even with low traffic.

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Want to learn more about CRO for low-traffic websites?

Check out the video from Ruben de Boer and start optimizing today.

𝗧𝗛𝗘 𝗡𝗘𝗪 𝗕𝗟𝗢𝗖𝗞𝗕𝗨𝗦𝗧𝗘𝗥 𝗙𝗘𝗔𝗧𝗨𝗥𝗘 𝗖𝗢𝗨𝗥𝗦𝗘 𝗜𝗦 𝗟𝗜𝗩𝗘 🚨

You can now officially dive in and learn from demand capture expert Gaetano Nino DiNardi.

Walk away knowing:

⭕ Why SEO should be a bottom-of-funnel play
⭕ How to create content that cuts through the noise, ranks, and drives results
⭕ The optimal order of operations in SEO
⭕ How to determine feasibility before executing
⭕ And much more

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🔗 https://cxl.com/institute/online-course/bottom-of-funnel-seo-strategies-in-tough-niches/

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Accurate data is vital to the success of any growing company.

To make sure you are heading in the right direction and optimally spending resources, accurately measuring gains from experiments is essential.

Misestimating gains can lead to misallocated resources, reduced ROI, and loss of trust. One effective method to ensure accurate measurement is through retesting.

Join Liam Furman as he dives into the topic:

He explains that by repeating experiments, you can confirm initial results and mitigate the “winner’s curse,” which often leads to overestimating gains due to selection bias.

Retesting provides a more reliable estimate, helping to make better decisions and maintain trust in data-driven processes.

⭕ Make Informed Decisions:

Accurate gains measurement helps with prioritization, cost-benefit analysis, performance metrics, and strategic planning.

⭕ Avoid Misallocation:

Retesting prevents misallocation of resources and ensures efforts are focused on high-impact areas.

⭕ Maintain Credibility:

Reduces the risk of overestimating gains and losing stakeholder trust.

⭕ Mitigate Winner’s Curse:

Retesting helps to avoid the bias of overestimating gains by confirming initial results.

⭕ Reliable Estimates:

Retesting provides a more accurate and reliable estimate of gains, leading to better decision-making.

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Perhaps it’s a good time to revisit some of your experiments and retest them to confirm the results and gains.

Watch the video below to learn more:

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3 Days to go 🗓️

Bottom-of-funnel SEO Strategies for Tough Niches
New CXL Feature with Gaetano DiNardi

In this course, you will learn:

⭕ How to create content that drives business results, not vanity metrics

⭕ The power of great, first-hand experience content

⭕ Why SEO is such a powerful bottom-of-funnel strategy

⭕ Why you need to do things in a specific order in SEO

⭕ When to do SEO and when not to do SEO

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Course launch date: 8 August 2024

There are few things as powerful as genuine, positive reviews and testimonials from happy customers. They support the decision-making process for others looking to buy in your category.

But, often, these are hard to come by and even harder to convert into something useful, especially for growing B2B companies. When companies do convert them, they often lose their authenticity, coming across as curated and staged, showcased as an asset on the website, or in a forced design on LinkedIn.

LinkedIn now allows you to boost any post that mentions your brand directly from the original poster's profile. This is a powerful way to put some momentum behind positive word-of-mouth for B2B brands.

Setting it up and getting started is quite simple. These are still uncommon, so it's also a nice way to stand out and get a step ahead of your competitors.

Swipe through the carousel below to see how you can start using it today.

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Let's take a look at the power of Google Performance Max. A powerful omnichannel growth tactic many companies are still sleeping on or trying to figure out at this point in time. Knowing how to use it effectively might just give you the upper hand in your industry.

Customer Acquisition Specialist, John Moran, explains that Google Performance Max works best as an omnichannel campaign when it can piggyback off successful demand generation efforts.

Performance Max reacts to existing demand for a product or service, meaning that if there is demand, it can and will likely capture it, whether from brand or non-brand sources.

Join John as he presents a hands-on case study to show you how they used Performance Max to ramp up sales for one of their e-commerce customers, piggybacking off a strong YouTube campaign.

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Have you used Performance Max to create an omni-channel presence and capture demand?

If not, why don't you try it and let us know what results you see?

"You need to be in front of problem-aware, solution-seeking people."

SEO as a bottom-of-funnel strategy works best when you get strong, relevant content in front of people actively looking for solutions to their problems.

To do this effectively, you must have a clear and thorough understanding of your target audience's needs and pain points.

Join Gaetano Nino DiNardi in our upcoming feature course, 𝗕𝗼𝘁𝘁𝗼𝗺-𝗼𝗳-𝗳𝘂𝗻𝗻𝗲𝗹 𝗦𝗘𝗢 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 𝘁𝗼 𝗪𝗶𝗻 𝗶𝗻 𝗧𝗼𝘂𝗴𝗵 𝗡𝗶𝗰𝗵𝗲𝘀, where he shares his expert insights and strategies on the subject matter.

Here's a little sneak peek from the course 👇

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Join the waitlist today and be the first to watch it when it goes live on our platform on 8 August 2024

https://cxl.com/institute/online-course/bottom-of-funnel-seo-strategies-in-tough-niches/

Ads that don't feel like ads, B2B influencer posts, boosted testimonials, and founders leading the charge on demand generation. Let's talk about LinkedIn Thought Leader Ads. What are they, how do you use them, and why should you use them?

It's reported that engagement rates are as much as 150% higher, and CPCs are 20-40x lower than standard LinkedIn ads from company pages.

With stats like these on a platform with a billion users, it's strange that many growing B2B companies are still sleeping on this tactic.

We decided to tackle the topic with Rob Muldoon in this week's CXL Feed to help you jump on the bandwagon if you have not done so already.

Join Rob as he dives into LinkedIn Thought Leader Ads and help you and your team master them.

⭕ Watch the video
⭕ Set up your own campaigns
⭕ Test it out
⭕ Let us know what results you are seeing

So many growing companies are just doing SEO for the sake of doing SEO. Spending millions to rank for keywords that never contribute to business growth or building the brand in any way whatsoever.

When done correctly and approached with the right strategy, SEO can easily be the strongest growth lever in your company. It can give even the smallest team on the tightest budget a massive competitive edge in the market and steal traffic from the industry leaders.

When done right, great content can go a very long way.

That's why we are bringing you a blockbuster feature course with rockstar Gaetano Nino DiNardi, putting the WHY back into SEO. Helping you and your team win the search game.

Walk away knowing:

⭕ How to create content that drives business results, not vanity metrics

⭕ The power of great, first-hand experience content

⭕ Why SEO is such a powerful bottom-of-funnel strategy

⭕ Why you need to do things in a specific order in SEO

⭕ When to do SEO and when not to do SEO

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You don't want to miss this one.

Join the waitlist today and stay tuned for more information:
https://cxl.com/institute/online-course/bottom-of-funnel-seo-strategies-in-tough-niches/

Course launch date: 8 August 2024

"If you master attribution, you will become one of the top 1% of marketers worldwide."

One of the biggest growth hurdles scaling companies face is that they struggle to pinpoint exactly what is working and what is not working in their consumer journey.

In most cases, this leads to missed opportunities and wasted resources on speculations.

Before pouring money into new campaigns or channels, ensure your data infrastructure is set up to track every touchpoint and interaction to understand exactly what drives results and what is not.





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Expert insight by:
🐻 Russell McAthy