Podcast appearances and mentions of chris dayley

Watch this episode on YouTube! In this episode of the Marketing x Analytics Podcast, host Alex Sofronas interviews Chris Dayley, a digital marketing entrepreneur with over 15 years of experience. Chris shares insights on the evolution of SEO, the importance of conversion rate optimization (CRO), and the pitfalls of non-data driven strategies. He provides practical advice on starting CRO, the significance of A/B testing, and tailoring marketing strategies to a business's specific needs. Chris highlights the shift from traffic generation to focusing on conversion quality and the benefits of a structured, data-driven approach to online marketing. Follow Marketing x Analytics! X          |          LinkedIn   Click Here for Transcribed Episodes of Marketing x Analytics   All view are our own.

Get ready for a dynamic episode of Forbes Factor, where creativity meets conversions in an insightful conversation featuring two marketing powerhouses, Chris Dayley and Robert Rose. Join us as we delve into the fascinating intersection of psychology, strategy, and success. Chris Dayley, a digital marketing entrepreneur and neuromarketer, takes us on a journey through the psychology of online shopping. Discover what influences our decisions to buy and the factors that can either drive or deter online purchases. With expertise honed through psychology-based testing and analytics, Chris shares how businesses can enhance their website experiences to boost conversions and customer satisfaction. In the same breath, Robert Rose, an author, consultant, and marketing strategy expert, navigates the evolving landscape of marketing strategy. With over 25 years of experience, Robert has helped some of the world's biggest brands tell their stories more effectively. Today, he sheds light on a monumental shift in the business world: how companies, from solopreneurs to corporate giants, are becoming media companies. In the era of AI, automation, and social media disruption, Robert explores how businesses are crafting their narratives and capturing audiences through owned media strategies while balancing traditional product and service marketing. Tune in to gain unparalleled insights from Chris and Robert as they explore the delicate balance between creativity and conversions. From the psychology that drives online decisions to the seismic shifts in modern marketing, this episode offers a captivating blend of expertise that's set to reshape the way you approach your business strategies. Join Forbes Riley and her esteemed guests for an episode that promises to inspire, educate, and elevate your marketing game.

Get ready for a dynamic episode of Forbes Factor, where creativity meets conversions in an insightful conversation featuring two marketing powerhouses, Chris Dayley and Robert Rose. Join us as we delve into the fascinating intersection of psychology, strategy, and success. Chris Dayley, a digital marketing entrepreneur and neuromarketer, takes us on a journey through the psychology of online shopping. Discover what influences our decisions to buy and the factors that can either drive or deter online purchases. With expertise honed through psychology-based testing and analytics, Chris shares how businesses can enhance their website experiences to boost conversions and customer satisfaction. In the same breath, Robert Rose, an author, consultant, and marketing strategy expert, navigates the evolving landscape of marketing strategy. With over 25 years of experience, Robert has helped some of the world's biggest brands tell their stories more effectively. Today, he sheds light on a monumental shift in the business world: how companies, from solopreneurs to corporate giants, are becoming media companies. In the era of AI, automation, and social media disruption, Robert explores how businesses are crafting their narratives and capturing audiences through owned media strategies while balancing traditional product and service marketing. Tune in to gain unparalleled insights from Chris and Robert as they explore the delicate balance between creativity and conversions. From the psychology that drives online decisions to the seismic shifts in modern marketing, this episode offers a captivating blend of expertise that's set to reshape the way you approach your business strategies. Join Forbes Riley and her esteemed guests for an episode that promises to inspire, educate, and elevate your marketing game.

Show Resources Here were the resources we covered in the episode: Chris Dayley AJ Wilcox Investopedia LIs advice for optimization NEW LinkedIn Learning course about LinkedIn Ads by AJ Wilcox Contact us at Podcast@B2Linked.com with ideas for what you'd like AJ to cover.   Show Transcript AJ Wilcox You're running and testing your LinkedIn Ads. But how do you know when your test is complete? When something isn't working? How do you know when it's time to pivot? We're covering deep testing strategy on this week's episode of the LinkedIn Ads Show. Welcome to the LinkedIn Ads Show. Here's your host, AJ Wilcox. AJ Wilcox Hey there LinkedIn Ads fanatics. So we've all been told that we need to always be testing with our ads. Well, sometimes it can be hard to know when our tests are conclusive. Or when it's time to move on to a new test, or even what do we need to be testing? Well, if you test too long, you end up missing opportunities for more learnings. And if you test too short, you risk coming to the wrong conclusion, which can really be costly on your future performance. So this week, we're gonna dive deep, we're going to talk about the different types of tests that you can run, and how to tell when they're complete. Make sure to listen to the end, because I'm going to be sharing my methodology for deciding which tests to run next, after you found conclusive results from your previous test. So first off in the news, I got a chance to talk to a friend who's part of a really cool beta for LinkedIn right now. It's called the audience insights beta. And essentially, what it is, is a really granular breakdown of the audience makeup of the attributes from a matched audience. You can think of it as a really helpful analysis of your target audience, as well as a great tool for understanding the ways that LinkedIn targets better. The way that it works is you'll go into your matched audiences section, and you'll select one of those audiences, then this can be any sort of a matched audience, it could be a website retargeting audience, or anyone who's submitted a form, or anyone who's visited your company page, you get the idea. Then you click a button that says, generate insights and it will open up a dashboard about that audience. And what you get here is a whole bunch of different facets and breakdowns of what makes up your audience. It'll show you your existing audience size. And it will tell you how many of those people fit into different categories. There's interests, so this is where you can find out which interests that your target audience are tagged with. And this can help you with your interest targeting, determining whether to use it, or how many or which types of interests to use. As a side note, I hardly ever use interest targeting because it's such a black box. But now with this, I actually feel a lot more comfortable in finding and using interest targeting. There's organic content, so you can see the trending content that is most engaging to this exact audience. You can see the location, and this is the profile location of where members of that audience are located. There's demographics, there's education, there's job experience. And this gets really exciting because it'll show you the seniority breakdown of your target audience, your job functions that fit within them, your years of experience, and even more. And as you probably know, when you're building a campaign over in the right rail, we get a little bit of an audience size breakdown, but this is really that on steroids. It's a supercharged version of audience Insights. And then as you're exploring here, it's really quick to create a campaign based off of the targeting you're exploring, which is pretty cool. When this feature sees full general audience release, we will definitely let you know more about it. But for right now, I wanted to give you a quick heads up on what's likely coming and how excited we are about it. AJ Wilcox 3:36 Okay, on to the testing topic. Let's hit it. So first off what is pivoting? You may have heard the Silicon Valley term to pivot. A business needs to pivot. When a business doesn't have product market fit, companies can pivot or adjust their strategies to find the right fit. You've probably also heard the axiom of fail fast, and that originates from Silicon Valley as well. And the concept is that by taking too much time doing the wrong thing, or a less effective thing, you risk so much more than if you were to just make a quick painful one time adjustment and get to that product market fit much quicker. The same risks are present in our ad testing. If you're testing two different ad concepts against each other to the same offer, but that offer is bad, what you're doing is you're wasting weeks of good potential performance that you could have from running a better offer. So definitely, we should always be testing something. And to be clear, not every test will be exactly what you want. Some tests will fail and others will win. And some will just be inconclusive, or some will teach you something but it's just not important. So pivoting is essentially knowing when something needs to be changed, or when to conclude your current test. You can pivot because something is working. You can pivot because something's not working. Or you can pivot just because it's time to want to test or try something new. AJ Wilcox 5:00 So we're going to do something we haven't done before on the podcast, I'm going to bring on a guest for explaining a certain topic. So please welcome Chris Dayley, CEO of smart CRO, who's going to explain the concept of scientific testing and statistical significance. Alright, we're doing something that we haven't done here on the podcast before, I got to bring in my friend Chris, who is a conversion optimization expert. A longtime friend, partner we met, it's probably been 11 or 12 years ago, maybe even more than that, where we're both doing SEO at the time. And anyway, this is Chris Daly, who runs smart CRO. And, Chris, I brought you on because we're going to be talking a little bit about statistical significance and obviously, this gets into the stats side and the math side of marketing, where many marketers who may have come from the more creative side may not have experience. So first of all, tell us about yourself. And then I'll ask you more of the meaty questions. Chris Dayley 6:00 First of all, thanks so much for having me on the show, man. You know, I'm one of your biggest fans and so I feel flattered to be on the show. And, you know, like you said, I've got, you know, more than a decade of background in digital marketing, I pivoted to conversion rate optimization about 10 years ago. And I've been running a conversion rate optimization agency for the last eight years, I think it'd be a fun fact, AJ, and I actually started our agencies like within a week of each other. And I called AJ, because I wanted to pitch a company that he was working at. And he's like, Oh, I'm actually not there anymore, I started an agency. And I was like, me too. Cool. So yeah, I've been doing version optimization for about the last eight years. And actually, I hated statistics when I took statistics in college. Probably one of the reasons I'm dropping out of college. But since I started doing conversion optimization, I've actually really fallen in love with a lot of the statistics that because of how applicable it is, and I'm excited to dig into this stuff with you. AJ Wilcox 7:01 So cool. Well, and the reason why I brought you on, Chris, I mean, every time I'm talking about statistical significance, or anything stats related, it's always parroting something I've heard on one of your, I think I've probably listened to 80 or more podcasts that you've been a guest on, and I've gotten to hear you speak at so many different conferences, and I'm basically just parroting stuff that I've heard from you. So I wanted to bring you on to ask these questions. Because I mean, why parrot what someone else said, why not just go right to the source? So tell us, first of all, what is statistical significance? What's the definition? And I guess why it matters? Chris Dayley 7:35 Yeah. So well, let me first say why it matters. So anytime you are measuring data, right, like when you're running ads, for example, and you see that one ad has a 50% conversion rate, and the other one has a 10% conversion rate. There's all sorts of questions that come to mind, once you hear that this one has a better conversion rate than the other one. You know, most marketers would want to know is, well, how reliable is that? How much data do you actually have? Are you talking about, you got 10 clicks on both of them, and one of them had five conversions and the other one had two, because that's not a very big data set. And so which makes that data not super reliable, or in other words, there's a huge risk or chance that's involved in saying that one thing is a winner and one thing is a loser when you have such a small data set. And so statistical significance is really a it's a statistical calculation of how confident you are that your results are not due to just random chance, right? Because, again, if you have 10 clicks on two different ads, and one of them has five conversions, and one of them has two, they obviously have a super, super different conversion rate there. But there's a huge likelihood that you might have just had like two people on the first ad that were awesome. And they could have landed on either ad and converted. And so you're not really sure if it's due to the ad, or just due to the fact that a couple of qualified people saw those ads. So anyways, the reason that statistical significance matters is you need to know with certainty that when you say an ad, or in my case, if you say that a variation of a landing page is better, you need to be pretty confident that that result will hold true because there's all sorts of risks that's involved. If you assume that the ad that got five clicks is better than the ad that got two clicks. And you start basing all of your marketing around that first ad, like let's say that that first ad had a video and the second one had an image, if you base all of your future ads off of the fact that you think a video worked better. But it turns out that actually if you had run that test for longer, the image would have performed better. You're going to really screw yourself over in the long run, you're going to end up operating under false assumptions. And so, again, statistical significance is just way to with confidence say that what you think is a winner is actually a winner. AJ Wilcox 10:05 Oh, yeah. Alright, so one thing I've heard you talk about you like to determine your statistical significance to that 95% confidence? Do they call it a confidence interval? I forget what it's called. Chris Dayley 10:16 Yeah, confidence interval or P value or whatever you want to call it. There's lots of different terms for it. But yes. AJ Wilcox 10:23 So why do you run your test to a 95% significance level? Other cases in marketing where you'd suggest a 90% or an 80%? Or do you recommend the 95 for all of us? Chris Dayley 10:34 Yeah, that's a good question. And let me break that down into a couple things. 95% statistical confidence means that you're 95% certain that this winner is actually a winner, right? And the reason that I like using 95%, as sort of a minimum threshold is obviously 100% would be ideal, right? To be 100% certain, but it usually takes a lot of traffic or a lot of data to get to 100% statistical confidence, unless you have a huge difference in numbers, right? Like, if you have 10,000 visitors that saw one ad, and you have 10 clicks, and you have 10,000 visitors that saw another ad, and you have 1,000 clicks, you'll have 100% statistical significance, because the difference, the discrepancy is massive. But again, if you're testing ads, for most datasets, you're going to end up with like, you know, 10,000 views and 500 clicks and 10,000 views, and 550 clicks. And, yes, the second ad had 50 more clicks, but there's only a 10% difference. And so it's gonna take a lot more data to know ,okay, was that for real? Was there something that fluency not variation? Or if you keep running for long enough, are they just going to even out? So 95%, it's a high enough confidence that there's still a very low chance of calling something a winner, that's not a winner. So there's only a 5% chance that if you say this is a winner, it's only a 5% chance that you're wrong. Right, which is, there's still a chance and it'd be great if there was zero chance, but I mean, my philosophy has always been if you're testing enough, like, if you are constantly running AB tests, on ads, or whatever, yes, maybe 5% of the wins that you called were false positives. But if you run enough tests, you're gonna end up with 95 winners, true winners, and maybe five that weren't true winners. But overall, by and large, you have a very, very high win rate there, right? That's the first thing. A 95%. For me, it's high enough that I feel confident, but it's not so high that it's impossible to reach. 100%, I view as very unlikely to get 100%. So the second part of your question is do you have to go with a 95% statistical significance. And I say no to that, I don't always run tests until I get a 95% and here's why. The closer the data is, so again, if you have 500 conversions on one, and 530 on another, you could be stuck at like an 85, or an 80% statistical significance. You might be stuck there for weeks, because there's lots of things that may happen. And one variation might get a few more conversions one day, which is going to decrease your static and then the next day, you might have a lot more conversions on the version, which is gonna increase your stats and so the statistical significance number is going to fluctuate over time. So I usually pair in or I add in a second rule, it's like my backup rule. So I like to shoot for 95% statistical significance. But if I end up with a variation that has been winning consistently for a period of two weeks, and I still don't have a 95% stat sig, then I will still call it a winner. Because even though you know, I might have an 85% stat sig. If I have a winner that has been consistently performing well, then I will use that longevity of data to sort of support okay, yes, I only have an 80% stat sig here. So there's a 20% chance I might not be calling a winner, but the data looks pretty reliable. Right? Like the test is being consistent. 95% If I can get it, and and if not, do I have consistent performance? AJ Wilcox 14:23 Oh, that's great. All right. So question for you then. What I love about testing to statistical significance, is we as marketers aren't shooting from the hip. We're not just gut checking all of our marketing, because that can obviously lead you down pretty bad roads. I know a lot of marketers do, but I don't recommend it. It allows us to approach this scientifically and actually be certain that you're learning stuff along the way. But how then do you know when you've reached statistical significance, because the LinkedIn ads platform isn't going to tell you, you don't get to register your AB test anywhere and have it monitoring? What tools do you use or what would you make available to yourself to watch this and grade your AB tests? Chris Dayley 15:01 Yeah, good question. There's lots of free tools. I mean, if you Google statistical significance calculator, there's tons of free calculators that you can use out there. I was showing you before this call that I've actually just developed my own inside of a Google Sheet, where I just use an API by just pulling all of the raw data from Google Analytics. And then I calculate my own statistical significance. Even though the tools that I use, do calculate it for me, I still like to have my own statistical significance calculations. You can grab tools online, and if you have a way of plugging in the raw data from LinkedIn, then you can calculate it. You can also just go in and like, you know, for example, Neil Patel on whether you like Neil Patel or not, he's got a free tool on his site, that you can just plug in the number of visitors or the number of, you know, like, if it's an ad, the number of impressions you have, and the number of clicks you have, or the number of clicks you have, and the number of conversions you had, or the number of impressions, you have, whatever, but you're going to plug in the number of "traffic", and then the number of conversions for each of your variations, and then it will give you a statistical significance calculation. So I mean, like I said, free tools, easy place to start, if you're not calculating statistical significance now, just go and grab the data from two of your ads and pop them into one of these tools. And it will calculate the statistical significance for you. The one other thing that I'll just say, say, you know, you'd mentioned that like, it's easy to shoot from the hip as a marketer. And statistical significance is a great way of ensuring you're not doing that. It also ensures and it also helps to put some checks in place so that you don't call tests too quickly. Because I know whether you are an in house marketer, or if you are an agency marketer, you always want to show your boss or your client, like you want to show them when these you want to show them wins as quickly as you can. And you want to mitigate the risk, you don't want to be running a test that is losing money for your company or your client for very long. And so the reason that I see people end tests too quickly, is because they're like, Yeah, but if that variation continues to perform that way, it's going to lose us a lot of money, or the opportunity cost is so high, because I could be generating so many more conversions from this other ad. And so statistical significance is a good way of like putting a check in place for yourself. So I always tell my clients, we're at least gonna run tests for a minimum of a week. Even if we see something just like blowing this other variation out of the water, we're still gonna give it a week, because things can change in a few days. And so you want to run experiments for long enough that you see some historical data in there. And the static will help with that. AJ Wilcox 17:43 What was so shocking to me when we were talking, this has been years and years ago, but you were showing me one of your tests for a giant enterprise company. And you were showing an AB test. And we were looking at this graph over time, and we could see that by like day five of your test, variation B had statistical significance, it was the winner by like 30%, or something high. And then it may not sound high to you, I know you get higher. But then you showed me the continuation of that graph. As the test kept going into week two, all of a sudden, variation, a took over with, again, statistical significance, and it was winning, and then it reverted back to B. So what I love about what you're saying is run the test for long enough, but realizing that stats can be misleading just because human behavior can change. But we really should be, I guess, tracking things that will stand the test of time, as well as just fitting our statistical significance. Chris Dayley 18:38 And I would say don't even calculate statistical significance until you have at least a week's worth of data. Because if you calculate stat sig on day one of a test, I almost guarantee, you'll get a calculation that says you have 100% statistical significance, because it's gonna be like, Hey, we have five conversions on this one, and none on this other one that will give you a 100% statistical significance. But it's such a small data set, it would be stupid to like call a winner with that small of a data set. So like I said, I don't even look at static until at least a weekend, because it really doesn't mean anything until then. AJ Wilcox 19:16 Yeah, and especially on a platform like LinkedIn, where every day is a little bit different. I know that a weekend day performs very different from a Monday, and I know the difference between a Monday and a Tuesday. They're closeish, but they're very different. And then you have the difference between a Friday, totally different. So you don't want to run for a partial week, especially to the LinkedIn audiences, when every one of those days has a little bit different of a personality. Love the idea of running for at least a week love the idea of two weeks, so you have to have each kind of day. And I love the idea of making sure that you're running whole days. You didn't start your test mid day one day. Chris Dayley Yep, absolutely. AJ Wilcox 19:55 All right. So kind of a fun little announcement here. Chris and I were talking before the call about creating a joint tool that we can then share with this audience. So make sure that down in the show notes, you'll see the link to both of our LinkedIn profiles. Make sure you're following us. So you'll get the free tool when we release it. We don't know how long it's gonna take, I have a crazy idea in my mind that I don't even know if it's possible. But whatever we come out with, I know it's gonna be cool. But Chris, where can people find you? Where can they follow you? Where do you put your stuff out? How do they get in touch with you? Just take us wherever you want us? Chris Dayley 20:26 Yeah, so the only social media platforms I'm on is LinkedIn and Twitter. So you can find me on Twitter, it's @ChrisDayley. Last name is D A Y L E Y. Or you can find me on LinkedIn. I'm not on Facebook, not on Instagram. And then my company website is smart-cro.com. You know, and again, I focus on website and landing page AB testing. And so if you're wanting to go from testing your ads to testing your landing page, your website, that's definitely something I'd be happy to chat with anybody about. AJ Wilcox 21:00 Awesome, Chris, thanks so much for enlightening us, we'd love to have you back on the show. At some point when I can think of a something else that we need your commentary on. But thanks again for for just being willing to come on and sharing your abundant knowledge. Chris Dayley 21:12 I will talk to you anytime you want to talk to AJ. So thanks for having me on the show. AJ Wilcox 21:15 All right party on. AJ Wilcox 21:17 So Chris, and I talked about different tools for calculating stat sig. In the show notes, you'll see a couple links to some tools that we've used to calculate that you can try out. And by way of instruction, here's how you'll use them. So what you'll see is an A and a B. And there's essentially a box for before and a box for after that you fill in. And this can be kind of confusing, but what you'll do, if you want to test the statistical significance of the click through rates on two different ads, what you'll do is in the top box, for your ad, a variation, you'll put in the number of clicks. And the bottom box, you'll put in the number of impressions that ad a received, then the same thing for ad B. In the top box, you put in the number of clicks, which is the number of results. And on the bottom, the number of impressions. So the number that it's out of. If you want to test conversions between two offers, it's the same type of thing, it's just in the top box, you're going to put in the number of conversions or leads. And in the bottom box, you're gonna put in the number of clicks, that's going to show you your winner. And the statistical significance. If there is some between the conversion rates, you could take this way further, if you have enough data on, let's say, sales, qualified leads or proposals sent, you could put the same thing in the number of those results with the number of leads or whatever it is you want underneath. Okay, so now you know how to use these tools, go check them out, go try them, and evaluate some of the tests that you're running. So I guess my first question is, how do you know when you have enough data to actually make a decision about your tests? LinkedIn has a section on their website in their help section that we've linked to in the show notes, so you can go read it. But basically, they say, you want to always be testing, which we definitely agree with. LinkedIn says every one to two weeks, pause the ad with the lowest engagement, and replace it with new ad creative. Over time, this will improve your ad relevance score, based on indicators that LinkedIn members find that that ad is interesting, such as clicks, comments and shares, which will help you win more bids. Since bid actually means something important when they say, which will help you win more bids. I think what they're probably trying to say is, which will help you win more auctions. But we'll let them make that clarification. LinkedIn also recommends include two to four ads in each campaign because campaigns with more ads usually reach more people in your target audience, I would disagree with the majority of that advice. What we found is that the learning phase when you launch ads, usually lasts about one to one and a half days. So if you have ads with really poor engagement, after let's say, your first two days, it's usually pretty safe to say, there's something wrong with these ads, we can take action now by pausing them and taking them off the table. That being said, even if click through rates really aren't great. Sometimes we'll keep them running just so that we can suss out the conversion rates because obviously, getting leads and getting a good cost per lead is way more important than the amount of engagement that an ad gets. But of course, we always do want good click through rates whenever we can. I'm also not in a hurry to pause the low engagement ads, since we're always using LinkedIn's option of optimizing the ads in the campaign to those that have the highest click through rate because that's going to send almost all of the impressions to the higher performing one anyway. So having another ad in there, that's just kind of dead weight. It's getting ignored anyway, so I'm not in a huge hurry, but its okay if you want to. We've talked about this before on the show, but I don't recommend including more than two ads per campaign. Since what it does is it it dilutes your AB test. If you're running an ABCD test, but your ad A gets 60% of the impressions and ad B gets 30%. And the last 10% are split between C and D. That doesn't make for a very good test with a lot of data, we would ideally want a lot more data spread around all of those variations. I get it LinkedIn asks us to put more ads in a campaign because it breaks the frequency caps and allows your ads to be shown more often, which will get you to spend more money. But I care a lot more about the performance of ads getting good performance than just spending all of my budget usually. Okay, here's a quick sponsor break. And then we'll dive into what you should watch for to evaluate your tests. The LinkedIn Ads Show is proudly brought to you by B2Linked.com, the LinkedIn Ads experts. AJ Wilcox 25:56 if the performance of your LinkedIn Ads is important to you B2Linked is the agency you'll want to work with. We've spent over $150 million on LinkedIn Ads, and no one outperforms us on getting you the lowest cost per lead and the most scale. We're official LinkedIn partners and you'll deal only with LinkedIn Ads experts from day one. Fill out the contact form on any page of B2Linked.com to chat about your campaigns, we'd absolutely love to chat with you. AJ Wilcox 26:22 Alright, let's jump into what to watch for in your tests. First of all, you want to set your threshold. You want to decide what the parameters of your test are going to be. One parameter you could set is say I'm going to run this test for a certain amount of weeks or months or days, we heard Chris talk about how he wants to run for at least a full week. And with LinkedIn specifically, I would suggest running for at least two full weeks, you do also want to make sure that you are working from whole days, which means you'll want to start your test as close to midnight in the UTC timezone as possible. And then finish it around UTC midnight whenever you're finishing the test. But of course, if you see that the results are crazy different, like you have two offers, where after a week and a half, one of them is converting at 40%. And the other is converting at 6%. You don't have to finish the rest of your time period test as long as the data is there. And you can tell yes, definitively, this offer A that's converting at 40% is way better, you can determine your winner a little bit sooner. Another parameter you could set for your test is say we're going to allocate a certain amount of budget towards this, you can say 3000 Euro is going towards this test. We see a lot of marketers do this because their bosses give them a certain amount and they have to apportion it out and budget it across different things that they want to learn. This is certainly possible, but just make sure that by the time you're done spending that budget, you are running a statistical significance calculator across it to make sure that the results that you got can actually be trusted. Another way that you can set a parameter here is saying how much data you want to generate. So you might say, we want to run this test until we have 120 leads, or 400 clicks or anything like that. Again, you just want to make sure that the parameter you set here for the amount of data you want, is actually enough to make a difference. You may also set a threshold of stat sig between two ad variations on the click through rate level. And that's going to come pretty fast actually, because what you're doing is you're showing clicks compared to impressions across two different ad variations. And you could get that statistical significance quite quickly. You could take that a step further and run a test based on statistical significance at the conversion rate level. So now you're seeing which offer converts better. With even more data, you could do the same thing, statistical significance based off of which ad or which offer gets the highest number of marketing qualified leads. Another step further based off of sales, qualified leads, or proposals or closed deals. Now, if you want statistical significance between two ad variations or two offers all the way to the close deal, you will need to be spending a lot of money, this is in the millions per month in order to get here or you have to have been spending for years. I just want to level set you just in case you're thinking that sounds really fun. But if you're spending, you know $5k a month or something that's probably not realistic, I would stick more to like statistical significance at the conversion rate level. A lot of times we'll end up running pretty much the same ad variations, the same AB test across a lot of different campaigns. And so rather than trying to achieve statistical significance, within each one of those campaigns are we're looking at a small number of clicks and a small number of impressions. Instead, with a simple pivot table in Excel, we can combine the performance of all of those ads that were ad A and all of the ads in the account that are ad B add them all together. And then we're going to achieve our statistical significance so much faster. You can do the same thing with your costs per click. Measure which ads or which offers get a better cost per click. This obviously doesn't mean nearly as much as your leads, or close business does, but it is something you can test. Generally, the ads with the higher click through rates are going to get the lower cost per click. But if you're spending enough, something really good to test is your conversion rates. Which ad gets a higher conversion rate? Which ad variation gets a higher conversion rate? Which offers get a higher conversion rate? Which audiences get a higher conversion rate? These are all things that you can test again the same way with static, if you're getting data back from your sales team on lead quality, or if you have a lead scoring algorithm set up, you can judge your tests based off of lead quality or traffic quality that's coming from a certain audience. Then if one of your audiences is producing a higher lead quality, then you'll know that you can adjust your audience. Use more of the targeting that's winning less of the targeting that's bringing in the crappy quality. One word of warning here, though, is that with any social advertising, one issue that we're always going to face is ad saturation, which means changing performance over time. If you try to run the same test, and you run it for two months, chances are at the beginning of that two months, performance will look pretty good. But then about halfway through the test, you'll see performance falling, and then by the end, it might be abysmal. So if you try to lump those two months of performance together, you're going to get something that looks pretty average or maybe even bad. But what you didn't know is the first two weeks or the first month that it ran, it was really good. And you should want to do more of that. As a general rule of thumb, I found that your ads or your offers will saturate after usually about 28 to 33 days. But how do you know? Well, I like to go into the performance chart and look at campaign performance since the day of launch. And I like to look at click through rates over time, as the same people tend to be seeing your ads over and over and over, or they're exposed to the same offers, every time they're on LinkedIn, they're going to be much less likely to click over time and you'll see those click through rates drop. So with your tests, make sure that you're changing things up enough, or you're starting new tests, before your last test fully saturates and you watch performance drop over time. Sometimes I'll be running a test, and I stop the test not because it's finished, or I've achieved stat sig, it's because there's something else that is a higher priority thing that I want to learn. And I think that's just fine. If the opportunity cost of waiting for a test to finish is higher than the upside of what you're going to get out of learning something from the new test. Don't be afraid to either nix it or put that test on pause. And what you should know is, there are different kinds of tests that you can do. Some are easy, some are hard. But any test that we do that's closer to the money is going to teach us something more valuable. What I mean by that is testing things like ad copy. Sure, you can improve results by 5 to 15%, with different ads and different imagery. But by changing the offer, you can double, triple quadruple your results. By working with and coaching your sales team to get them in the right mindset to nurture the leads that you're generating from LinkedIn, that can improve your ROI by 10, 20%. But obviously, the closer you get to the money, the longer those tests are going to take. AJ Wilcox 33:36 So here are some of the types of tests that we like to run. There are ad tests and the first ad test that we like to run is same image, same headline, but we vary the intro in the ads. We like to test motivation there. So an example I like to use is maybe one of those makes them feel like the hero and the other one warns them that if they don't take some sort of action, they'll look bad or be disgraced. But you can definitely also do imagery or video ad tests, keeping the intro and the headline the same, but just varying visual. Testing offer against offer. So an ebook against a guide, or a checklist versus a cheat sheet, a webinar versus a case study. These are all good examples of offer tests you can run. What about how often should you fail before you decide that it's time to pivot and change your entire strategy? I'll give up on an offer if I've run three A B tests have messaging against it, and all six of those ads have failed. If that's the case, after our best effort, I'm certain that the offer just isn't that great. There's no amount of lipstick that I can put on that pig and make it look pretty. I guess this is gonna be my rule of threes because the same thing applies if I've tried three different offers in the same kind of vein. And if none of those offers work, that I'm going to guess we either don't have the right audiences or we don't have product market fit or we just haven't figured out what it is that this audience cares enough about. I just got a chance to speak at Social Media Marketing World in San Diego last week. And one of the speakers that I heard said something really interesting. We solve migraine problems, not headache problems. And what that means is your offers, they really do have to solve something really significant, that's causing a lot of pain, because someone's not going to go out of their way to go and sign up for something, or talk to a sales rep about something or download a guide about something that is just kind of a meh problem. If it's a headache, they can work through it. If it's a migraine, you have to stop everything and focus on it. So how do you then determine what your next test should be after you've finished one? If I have a brand new offer, my first test is almost always going to be an intro versus intro in these ads test against the same offer. I want to find out what motivation or how do we call out to them to get their attention best. If I've been running the same offer for more than a month, then my favorite test to line up is an image versus image test. And this is because if people have been seeing the same image over and over for a month, they're going to saturate, they're going to say, Ah, I've already seen that, and not pay attention to it. But if you can change up the imagery significantly, you'll get people to take a second look. And they may realize, ooh, this actually would be good for me. If you know what your audience likes already, you can start to do offer versus offer tests. So use the same motivation, the same callouts, but push them to one offer or another. Let's say you have two different offers. One is a guide that teaches them how to solve a certain problem. And the other guide teaches them how to investigate and analyze some of the results they're seeing. Test offer against offer and find out which is their bigger headache, or which ones their migraine. Maybe some of you have done market research. This is more on the PR side of marketing. But we get to do a lot of this with the level of testing that we can do on LinkedIn. Because the targeting is so good, we can break our audiences up into these little micro segments that act like little focus groups. So maybe you're trying to decide do operations folks, or do IT folks resonate more. Which one is our better customer? Do manager level seniorities interact with us in a different way than chief level or VP level? These are all tests that you can run simply by breaking these audiences up into separate campaigns and measuring their results against each other. The advice that I always give to my team is make sure that you keep a testing journal. This could be a Google sheet, it could be a physical notebook that you keep next to your desk, whatever it is, what this is going to be is a record of every test that you're running, and you want it to have a few things. First of all, you want to put the date. Second of all, you want to put the expected outcome of it. For instance, you might say I'm testing offer A against offer B. My hypothesis, so you include the hypothesis. My hypothesis is that offer B is going to perform better because I think it provides more value. Next you want to write down your parameters. So are you testing for a certain amount of time or after a certain amount of budget. And then lastly, you have to take action on this, you can't just leave the notebook there and never come back. So I like to put something on my calendar. On Friday at three o'clock, I'm going to go back and reevaluate this week's test. I'm going to go back to that testing journal and write everything down. Once you have several tests, you want to share these things, share them with your team. Freak, reach out and share them with me. Anything cool that you learned about your audience, or your offers or pain points, or messaging, these are all valuable things. These are hard fought victories. You need to remember them and share them so that you can then go and create new offers that take advantage of it. New ad copy that takes advantage of those learnings. And then you'll have higher performance from then on out. So I can't encourage you enough. Definitely make sure that you're keeping a testing journal so you can make sure that you are taking advantage of all of your learnings. Alright, I've got the episode resources for you coming right up. So stick around Thank you for listening to the LinkedIn Ads Show. Hungry for more? AJ Wilcox, take it away. AJ Wilcox 39:32 Alright, here's our resources from this episode. First of all, Chris Dayley, you'll see down in the show notes, we have links to his website, his Twitter and his LinkedIn. You'll also see the link to my profile as well so you can follow me for when we come up with that really cool LinkedIn Ads, test evaluation tool, whatever we want to call it something that calculates statistical significance ongoing over time. You'll also see the links to two different statistical significance calculators. One on Investopedia and one run on HubSpot as well as the link to LinkedIn advice for how to optimize and run tests. If you are new to LinkedIn Ads, or if you have a colleague who is definitely check out the link to the LinkedIn Learning course that I did with LinkedIn. It's by far the least expensive and the highest quality of any LinkedIn Ads course out there to date. Look down at your podcast player right now, whatever you're listening on, and make sure you hit that subscribe button, especially if you want to hear more of this in the future. If you hated this, I don't know why you're still listening. But yeah, you probably don't have to subscribe, but I hope you do anyway. Please rate and review the podcast and anyone that who reviews will give you a shout out live on air. And of course with any feedback, any questions about the podcast, suggestions, you can reach out to us at our email address Podcast@B2Linked.com. And with that being said, we'll see you back here next week. cheering you on in your LinkedIn Ads initiatives.

Learn how to use A/B testing to increase your conversion rates 30% or more! A keynote speaker, and sought-after expert, explains his proven strategy.

Do you want more sales from your website? Wondering how to test different elements to improve your conversion results? To learn how to optimize your website or landing pages for conversions with conversion rate optimization, I interview Chris Dayley.Sponsor: View demo at keap.com/sme | Guest: Chris Dayley | Show Notes: socialmediaexaminer.com/463 | Review our show on Apple Podcasts.

In this episode of Best of the Best Ever, we hear three perspectives on growing your website traffic and conversion rates from Neil Patel, Chris Dayley, and Melissa Johnson. Neil focuses on increasing traffic and conversions by SEO, keyword best practices, and avoiding the #1 mistake people make when building a website. Chris discusses what his company looks for in a strong website and how to minimize your resistance factors to increase your conversions. Lastly, Melissa discusses how she creates and promotes content to drive traffic to her website. Neil Patel Background: Marketing and online expert  Top Influencer on the Web (Wall Street Journal) Top 10 Online Marketer (Forbes) 100 Most Brilliant Companies in the World (Entrepreneur Magazine) Top 100 Entrepreneur (President Obama) Chris Dayley Background: VP of site testing and optimization at Disruptive Advertising Started his agency, Dayley Conversion in 2014 that merged with Disruptive Advertising Helps businesses learn what users want on their website, through psychology based testing, and analytics Melissa Johnson Background: Full time real estate investor, and the Co-Founder of San Antonio InvestHer meetup group 17 years of real estate experience She has completed over 1000 flips, and has a portfolio of rental properties and notes Click here to know more about our sponsors RealEstateAccounting.co ThinkMultifamily.com/coaching

Today on Deep Dive I chat with Chris Dayley about his business, Smart CRO which helps businesses improve their conversion rates by 30%. Chris tells us the story of how he got into the industry, starting with search engine optimization (SEO), and how that led him to start his conversion business. You won't want to... continue reading »

Join me in welcoming Chris Dayley to this episode of Polish My Pitch! Chris's business, Smart CRO, helps businesses with conversion rate optimization so their websites are more profitable. Because “70% of humans purchase based on pain,” I suggested that Chris adds a pain statistic around optimization to better illustrate the need for his service.... continue reading »

An expert guide to CRO Tests & Tools -- Chris Dayley // SmartCRO. Show NotesConnect With: Chris Dayley: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // Twitter See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

An expert guide to CRO Tests & Tools -- Chris Dayley // SmartCRO. Show NotesConnect With: Chris Dayley: Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // Twitter

Crafting a value prop that resonates with your traffic -- Chris Dayley // SmartCRO. Show NotesConnect With: Chris Dayley : Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // Twitter See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Crafting a value prop that resonates with your traffic -- Chris Dayley // SmartCRO. Show NotesConnect With: Chris Dayley : Website // LinkedInThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // Twitter

Chris Dayley is an assistant professor of English and director of the Master of Arts in Technical Communication program at Texas State University. Chris has over 13 years of professional experience in higher education and his scholarly work has been featured in the academic journals Technical Communication Quarterly and Programmatic Perspectives. Chris’ research focuses on issues of social justice with a specific emphasis on diversity and inclusion in technical and professional communication (TPC) academic programs. Today's technical communication students will become tomorrow's technical communication professionals. Increasing diversity in technical communication academic programs is a very important part of increasing diversity in the field in general. What can academic administrators do to increase diversity in technical communication programs? What can professionals do to help increase diversity in academic programs? How does increasing diversity in the field help technical communication as a profession? In this episode Room 42, we discuss how to increase diversity in the field of Technical and Professional Communications.

Chris is a digital marketing entrepreneur, speaker, and neuromarketer who gets excited about helping businesses learn what users want on their website using psychology based testing and analytics. His agency, Smart CRO, is a full service agency that helps companies run strategies to improve website profitability.www.smart-cro.com

Chris Dayley is a Neuromarketer and the Owner of Smart CRO, an agency that specializes in helping e-commerce companies create profitable websites and build high-impact A/B testing programs. With over seven years of experience with Conversion Rate Optimization (CRO), Chris is an expert at improving website profitability using psychology-based testing and analytics.  In addition to this, Chris is also an avid CRO speaker and has spoken at a variety of conferences and events, including Social Media Marketing World and Content Marketing World. In this episode… What does the best version of your website look like to your clients? Should your header be more prominent, or is it better to focus on creating more content? While you could continue to guess which elements of your website will lead to more leads and conversions, there is a more effective and accurate strategy: A/B testing.  Chris Dayley, the Owner of Smart CRO, has doubled conversion rates for his clients using A/B testing. He understands that the market is continually evolving, so companies have to change their methodologies to keep up. With his A/B testing strategies, you can create an adaptable website that stands out, attracts high-quality leads, and converts users into clients today.  In this week's episode of Spill the Ink, host Michelle Calcote King interviews Chris Dayley, a Neuromarketer and the Owner of Smart CRO, about how to use A/B testing to generate leads and boost conversions on your website. Chris shares the ins and outs of Conversion Rate Optimization (CRO), the details behind his strategic website layout, and the ideal budget your firm should set for A/B testing. Stay tuned for more.

Chris Dayley- My company helps businesses see an average of 30% increases in revenue on their websites using A/B testing strategies. I have been in the world of Conversion Rate Optimization (CRO) for 8 years now, and have developed a proven 3 step strategy that has generated results for hundreds of companies. Connect with him on LinkedIn!Connect with Billy and ChatFunnels!Billy on LinkedIn and Twitter.ChatFunnels on LinkedIn, Facebook, Twitter, and Instagram.Check out our blog to for some great research on conversational marketing and optimizing the sales funnel!ChatFunnels just announced that we will be hosting the RevTech Summit on January 27th, 2021! Register now to learn from dozens of experts about marketing and sales best practices and automation tools.

Chris Dayley of www.smart-cro.com joins Christoph Trappe on this episode to discuss how to go about A/B testing, how to drive conversions through better web experiences and more. Find more podcast episodes: https://lnkd.in/eYsZuzr Christoph's content performance book: https://authenticstorytelling.net/content-performance-culture-book/ Need help with your marketing? Grab Christoph’s discounted strategy and implementation package now: https://authenticstorytelling.net/digital-marketing-strategy-offer/ --- Send in a voice message: https://anchor.fm/ctrappe/message

In our last conversation with Chris (episode 37) we only scratched the surface of Conversion Rate Optimisation (CRO). Chris helps people improve their conversion rates as part of their paid advertising strategy. We continue that conversation in this episode by digging a little deeper and discovering how to run A/B tests. Rob, Jonathan and Chris talk about... The best times of the year to run A/B tests What the home page on your website should not be trying to do The type of A/B test to run to discover what matters to your page/website visitors The trouble in making assumptions without testing The questions to ask in helping create AB tests Three things you can do with the simplest of A/B tests Why you probably don't need a big fat website redesign What a failed A/B test can tell you Whether to use a landing page builder or create a website The minimum threshold of traffic and conversions you need to run A/B tests The advantages and disadvantages of hiring an agency to handle your CRO And if you decide to use an agency, how do you select a good one. The free tool you can use for running as many A/B tests as you like The tools to use when you're ready to scale up And the tool not to use when you're getting started with CRO The biggest mistake that people make when A/B testing To find out more about Chris, visit smart-cro.com or on LinkedIn @chrisdayley.

In this episode, Rob and Jonathan are talking to Chris Dayley, who specialises in Conversion Rate Optimisation (CRO). Chris helps people improve their conversion rates as part of their paid advertising strategy. They discuss two techniques that you can apply immediately to your paid advertising strategy. And even if you're not running ads, there's a technique you can use to improve conversion rates on your website. Listen now to learn: Why improving your conversion rates is a big win What makes a good A/B test (if you haven't heard of A/B testing then you really should listen to this podcast!) Where most people get stuck when running an A/B test Why it's essential to begin with a good business question Why you don't need super design skills to run A/B tests The first two A/B tests you can run with any new landing page or advert to get started. Why you don't want to be making assumptions until you have data How to run an Existence Test on your homepage How much traffic do you need before you can run A/B tests To find out more about Chris, visit smart-cro.com or on LinkedIn @chrisdayley.

Welcome to the LinkedIn Ads Show. Show resources: Conversation Ads Release Content Friction Funnel Slide Listables checklists – Listables.com Hushly – Hushly.com Chris Dayley – CRO consultant LinkedIn Learning course about LinkedIn Ads by AJ Wilcox: LinkedIn Advertising Course Contact us at Podcast@B2Linked.com with ideas for what you’d like AJ to cover. Transcript: Absolutely positively the most important element in your LinkedIn Ads. We’re talking about it today. 0:12 Welcome to the LinkedIn Ads Show. Here’s your host, AJ Wilcox. 0:19 Hey there LinkedIn Ads fanatics, the most important part of your whole LinkedIn Ad strategy is your offer. Now the offer is whatever you’re asking your target audience to do. Sometimes advertisers will ask prospects to do things like “hey, read a blog post”, or “download a piece of content” or “buy something now”, or even “hop on the call with a sales rep”. So let’s dive deep into what offers work on LinkedIn Ads, and which don’t. Let’s hit it. As for the news, LinkedIn announced a new ad format called conversation ads. Now because this episode airs a few weeks after it’s recording, it should be available to everyone listening. These use the same inventory as message ads, what they just rebranded as from sponsored in mail, and it’s much more versatile. It feels like a conversation a lot more than message ads, which feel like cold outreach. So check out the link in the show notes for a little bit more about the release, we had really good success with these, we were part of the the early pilot with one of our clients, and it ended up going really, really well. We’re really happy with it. So definitely check out that ad format as you get a chance if there’s a good use for it. Okay, so here’s the rub on offers. You can buy ad space anywhere, and you can ask anyone to do anything, but it certainly doesn’t mean that they’re likely to do it. You could ask people to buy your teleportation machine from your new storefront on Mars, but you’ll definitely have a zero percent conversion rate, which would be actually good because if someone did buy you wouldn’t have anything to give them. So there are all kinds of different things you can ask someone to do from an offer. I’ve seen a lot of companies ask for a buy now or talk to sales, or take a trial of certain kind of software, download a piece of content, come to an in-person event, read a blog post, listen to a podcast episode even. And what influences someone as to whether they’ll be actually interested in converting on whatever you’re asking them to do from your offer totally depends on their mindset and your relationship with them. So if someone is actively searching for something, let’s say they’re searching on Google, or they came to your website to fill out a contact form, then they’re definitely ready to buy and you really can cut right to the chase. They’re asking you for something and you can just give that to them. And then we have these audiences that we call warm audiences where the audience already knows, likes, and trusts them. Maybe they’ve been subscribed to your newsletter for a long time or they regularly consume your content. That means that anything you ask, they’re probably going to be receptive to it, and they’ll give you the benefit of doubt. They will oftentimes be willing to take an action that a cold audience would not. And that’s simply because you’ve built up goodwill with them. But then when you have an audience that doesn’t know who you are, we call them a cold audience, you still have to earn their trust. And this is where LinkedIn usually sits. I picture that every impression from my LinkedIn ads go out to someone who has never heard of me before. This is the first time a member has ever heard of my client or heard of my company before. So if you have a cold audience, you really do have to lead with something that’s either going to increase their know like and trust factor, or you have to lead with something that is so incredibly attractive to them, that they are willing to jump to the middle of your funnel, rather than the top to get to know you to consume this information. If you happen to already have a strong brand, let’s say it’s your one of the Fortune 500 then the majority of your audience already knows who you are and you can cheat a little bit, you can ask more from people than they would normally give from a cold audience because you’ve already built up goodwill and name recognition with them over the years. So 95% of the time, if you go and put out a demo request ad, or a free trial, or a Buy Now, in your LinkedIn ads, it will fail. We’ve found about 95% of the time, it totally falls flat. What that failure means is we will see low click through rates that turned into really high costs per click. And then the clicks that we do get turn out to have really low conversion rates, oftentimes between about one and a half to 4%. It will feel like pulling teeth trying to get LinkedIn to give you traffic, and therefore you’ve got this inability to scale. That means that you could spend all of your budget now which is great, but if in two months, your boss comes to you and says let’s double down. Let’s spend more this channels work in great, you won’t be able to scale because LinkedIn just won’t give you the traffic, you’re not earning it. I say 95% of the time that fails, but the other 5% of the time. The exception here is that when you’re offering something that’s so Earth shatteringly disruptive that people have been waiting for it, they’re chomping at the bit. I’ve got an example from a client who ran a helicopter taxi service. And it was so funny, I was sure that this was just going to fail miserably. But asking people to sign up for like a lift ride, but in a helicopter, that was really expensive. We had from a hard offer asking people to immediately book a helicopter taxi ride, we had 17% conversion rates, which were incredible. These are what I would consider bottom of the funnel purchase behavior that we were getting at the rate of like downloading a white paper or something. It was incredible. So sure, I am totally floored and surprised 5% of the time when this works, but so 95% of the time I’m just predicting, yep, when I asked too much too soon, it’s probably going to fail. So when you choose to force it, you choose to force people who don’t know who you are, you don’t have a relationship with them to go immediately to the bottom of the funnel, we regularly see $400 to $1,000 per lead, which is incredible, because I’m amazed that anyone would pay that much for a lead. But certainly if it’s working, that’s great. I wish them well. But when you have the right offer for your audience, magic happens. LinkedIn Ads sits in this really interesting place in the market, where it’s priced like it’s the bottom of the funnel, kind of ad traffic, but it’s traffic that acts like it’s top of funnel. And if you move forward to an audience and you give them something of real value, they are willing to jump from the top of the funnel to the middle of the funnel, and they will give you their contact info. LinkedIn is so good at getting in front of your exact target audience. These are the most highly valuable people that you could get your business message in front of. So what you want to do is give them an offer that they are so incredibly excited about. It’s something that adds a ton of value. And what they will do, then this is your ideal target audience. By the way, they will click on your ads at a much higher than average rate, which results in tons of volume at lower costs than LinkedIn is normally going to give you traffic. It’s not uncommon for us to be able to pay below LinkedIn’s floor price, when we have excellent content offers. They also convert at 15% or higher, which results in really low costs per opt in. Some of our better ones are between $25 to $40 per opt in. And that’s awesome, especially when you compare that to companies who are paying $400 to $1,000 per bottom of funnel lead when you’re not leading with value first. So the economics here, the way that this works out, you’re willing to pay $25 to $40 per opt in. And that means for the same price that you paid for one lead, one phone call when you were trying to force people to the bottom of the funnel for 400 to $1,000, you now have 20 plus contacts, who are your most valuable target audience, and they are ready to be nurtured by email, ready to be reached out to by sales, ready to be nurtured with other retargeting ads. They’ve also consumed your content and interface somewhat with your brand. So they’re starting to know, like, and trust you, which is exactly what we need to take a cold audience and turn it into a warm one. What we found is usually about 10% to 20% of these opt ins will be open to hopping on a call with sales. So if you follow the math, would you rather have a single demo request for $400? Or would you have rather have one to four demos booked along with 10 to 20 names in your database, all with goodwill pointing towards you. That’s exactly why gated offers works so well on LinkedIn and why I recommend everyone use them. I built a model that I call the offer friction funnel, and it shows the relative friction of each type of offer each type of ask that you could give someone. And I’m actually putting a link to this in the show notes. So definitely open it up wherever you are. And I want you to take a look at it because it’s a little hard to describe a visual just over audio here, but I’ll try. It’s shaped like a funnel where the top is wide and the bottom is narrow, which we’re used to with funnel imagery. And the top tend to be offers that are lower in friction, meaning that more people are willing to do them especially cold audiences. And at the bottom, we see offers that are much higher in friction that people are less likely or willing to do. Now your conversion rate will generally follow the level of friction so low friction offers at the top will tend to convert at a higher rate and higher friction offers at the bottom will tend to convert lower. Totally make sense. The one exception here is that the very top of the funnel, you’ll see is like blog posts and infographics. And those are very low friction, because you’re asking, “Hey, come and read this blog post”. And there’s very little risk for your visitor in doing that. If they get to your blog post, and they read a paragraph or two and decide they don’t want to be there anymore, they can just leave the page and all they sacrificed was a little bit of their time. But those blog posts and infographics, they very naturally have a very weak call to action, meaning that if you’re actually measuring a conversion rate from that content, it will be very, very low or maybe even non existent. So that’s why we talk about friction being from low to high instead of just talking about conversion rates, because at the very top of the funnel, you won’t have a conversion rate. But as soon as you gate something as soon as you start asking for someone’s information. That’s when you start to see conversions. I get asked all the time, what is the content? What is the style of content, the medium that gets the highest conversion rates? Essentially these companies asking what should I build? Well, I’ll let you know, the real value is not what the content is, it’s the promise of what they’ll be able to do once they’ve consumed it. I’ll repeat that, again. Because it’s really important. It’s the promise of what someone will be able to do once they’ve consumed your content that makes them more or less likely to convert. To prove this, we did a study where we took the same report from one of our clients, and we broke it into a one page checklist, a seven page guide, and a 30 page ebook, and we advertised all of them to the same audiences. And what was so interesting to us time and time again, when we’ve done these studies, we noticed that they all have relatively similar conversion rates. So regardless of the medium that someone chose, it was just as valuable because we weren’t advertising, you know, this one’s a guide because of that you should get it. There’s probably some of that built in. But it was the promise, here’s what you’re going to be able to do, Here’s the value that you’re going to get out of this offer, once you consume it. And if it happens to be a 30 page ebook, there will be some people who love reading, and they will be willing to download it because of that. There will be certain people in your audience who go, I don’t have time to read an ebook, and so they’ll forego, but it’ll average out all about the same. So the goal here then, is to go out and build your content around something that your audience would find extremely valuable. Don’t go and build an ebook just because someone told you to go build an ebook, build it for a purpose to actually provide value. Okay, here’s a quick sponsored break. And then we’re going to jump into the different types of offers and what we’ve seen work and not 12:59 The LinkedIn Ad show is proudly brought to you by B2Linked.com, the LinkedIn Ads experts 13:08 B2Linked is the LinkedIn Ads focused agency. We manage many of LinkedIn’s largest accounts worldwide, and we are official LinkedIn partners. So contact us on B2Linked.com to get in touch, and our team will help you enact these and other strategies to get you the best performance for your money. All right, let’s jump into the different types of offers. 13:30 We’ve talked about what happens when you go too deep into the funnel too soon. When you’re asking for a demo, asking for a trial, or asking for a purchase, those things to a cold audience just are very, very rare when they work. But you have these gated offers that are kind of in between where you’re giving value first, and all you’re asking them for is some of their personal information to be able to follow up with them, to be able to nurture them. So let’s go through each type of gated offer and from my experience what I’ve found to be a pro and con of each and what works and what doesn’t work. So very first off checklists, I love checklists. They work really well with advanced professionals, as well as beginners. Because advanced, people want to know if they’ve missed any of the checklist items. So something like “hey, the 11 things that every LinkedIn ads account needs”. If you’re a total LinkedIn Pro, you’re probably still willing to download that asset, just to see like, Oh, yeah, I probably know 10 of them. But it’s probably worth my time to figure out that 11. And, of course, if you’re a total beginner, you’re going to look at that and say that sounds like a resource I’ll want to learn, because I really should know all 11 items that LinkedIn advertisers need to know. And of course, this is just an example I don’t actually have a piece of content called the 11 items that every LinkedIn advertiser needs to know, but maybe I’ll look to create something like that. A checklist also feels really easy to consume. So it feels low risk to a prospect. You could very quickly look over it, find the one or two items that you need, and then move on, it didn’t take 30 minutes from your day. I also really like this idea of interactive checklists, meaning that people will keep it around digitally. And they love to check things off. So there’s a company out there called listables.com that does this and I’ll throw a link in the resources, where people will keep an interactive checklist around, just so people will continue to stay top of mind digitally, and their prospects will want to come back and tick things off as they complete them. All right, the next one is a cheat sheet. And think of this like a resource that people will hang up in their offices or cubicles with your branding on it. The best example for this was early on in my career, I followed a company called Moz, religiously, moz.com. And this was when I was really into search engine optimization or SEO. They had the SEO developers cheat sheet or something like that. And I remember it was a pretty PDF, I printed it off, and I kept it up in my cubicle for like five years, I had something Moz related always up in my office or cubicle. And it felt really high value to me. And it was really easy for me to consume to use as a resource. And of course, that built a lot of goodwill with me. Then you’ve got resources like guides, and the feeling you get with a guide is I’m going to hold your hand and walk you through something that you don’t already know how to do. And so it feels highly educational, it feels helpful, and it feels pretty simple to consume because you’re going to walk them through step by step. Then there’s white papers and white papers. This is a pretty old term. And think of them like long form content designed to promote the products or services from a specific company. I pulled that definition from investopedia. I didn’t come up with that one on my own. But I think white papers really depend on the promise because if this is essentially a product brochure, no one is willing to give you their email address. And first name last name in exchange for a company brochure. That’s the kind of stuff that should be made free. So make sure if you are really designing a white paper to be a white paper, make sure you’re leading with the value to them. Then you have ebooks. I think as a not great reader myself, I just get so bored when I’m reading books. And so that’s why I love podcasts and audiobooks so much. But I perceive when someone is pitching me an ebook that it’s going to take me a lot of time to consume, and that might turn people like me off, it might make it less likely to get consumed. So certainly try an ebook. But you might also take exactly the same content and package it up as a guide and see if that increases your conversion rates because people might see it being a little bit less friction or a little less difficult to consume. Then webinars. Oh man, I still love webinars for years. I’ve wondered when people are going to stop signing up for it and consuming webinars, but they just keep going. Webinars are so interesting. Of all of the different gated content I’m telling you about, webinars are the one thing that really stands out to be really nuanced. If you want to follow someone who is brilliant about webinars, go and follow Daniel Wass, his last name is spelled Waas. He’s German. He has some of the best content about webinars I’ve ever seen. He spoke at the Inbound conference back in 2019 about it, and I took so many notes during his his presentation, I felt like my hand was gonna fall off. So anyone doing webinars, make sure to go and consume his content. But here’s what’s so interesting to me about webinars, about 50% of the people who sign up won’t attend, but at some point, they put their name on the list because you are offering to solve a problem that they need solved. So even though only 50% will show up. The other 50% are definitely still marketable. So don’t write them off, continue to market to them. Now the 50%, who do show up, now they know like and trust you more than if they’d read five white papers of yours. They have heard you speak, they’ve gotten the goodwill from you sharing content that’s helpful to them, as long as the webinar was good and helpful. And now they’re going to have a much higher likelihood of closing in your sales cycle. Many signups will expect to just watch the replay so they don’t have an intent of actually showing up live. But when you do a live webinar, you can really stoke this, this FOMO this fear of missing out and this urgency that the fact that because it’s live, they’re going to miss it if they don’t put it on their calendar. I’ve seen a lot of advertisers try to use on demand webinars just because they take so many fewer resources. And what I found is your conversion rate drops on signup and your attendance rate is also much lower as well. So certainly you saved the time of yours to create content. But people see right through it, it loses that fear of missing out, it loses the urgency, because they know that they can consume it anytime. And it spurs them to inaction. So my recommendation, if you are currently using on demand, or you’re trying to use an on demand type of webinar, try just performing it live, give yourself a good three weeks ramp period to advertise it on LinkedIn, and see if you can have better results pushing towards a live webinar. Obviously, it’s more work. But if it turns out that you’re getting a much lower cost per lead, and you have a higher attendance rate of people willing to come and talk to your sales team, then it’ll be well worth your time. I found that free in-person events tend to work really well as well. And there’s a ton of urgency and FOMO on the side of the prospect here as well, because they know that there’s going to be some event that they’re not going to be a part of if they forget to put it on their calendar, and they’ll miss it. Oftentimes, there’s opportunities to network with their peers, get drinks, have food, get educated on a topic that they may care about. So I’d realize this is a ton of work to put together an in person event. But these work very well as an offer on LinkedIn. They feel very VIP. People feel really special. And so this will work especially well with message ads, with conversation ads, and with sponsored content. It’ll feel special. I get asked a lot about case studies as well. Case studies to me are surprisingly bottom of funnel even though it is something like gated content, or might be viewed by your marketing department as gated content. But to a prospect, you’re most likely not willing to download a case study and even care about the contents until you’re already considering working with that company. So if you’re not already in this consideration, phase of working with someone, meaning you would be a warm audience anyway, you’re probably not going to be interested in a case study. So what we found is to a cold audience, a case study may have a really low conversion rate. And you might get high costs, like it’s a bottom of the funnel type of asset, even though it really is content. So I don’t generally like to lead with case studies, that might be a good retargeting type of asset. 22:23 Similar to in person events, online summits can work quite well, especially because it’s the ability to run an in person event, but be able to get many, many more people because everyone’s virtual and technology is cheap. So getting someone into a big online summit with LinkedIn Ads, as a cold audience would probably be just as simple as trying to book them onto a webinar. So then you’ve got the things that are a little bit lower in the funnel, like a demo request, people expect a sales pitch, and so they’re not going to do a demo request until they’re getting pretty serious. So that’s pretty bottom of funnel. You might be able to get a few people to do it, but without that know like and trust factor built up, it’s probably going to be a very small percentage of the population leading to high costs per, and then really low conversion rates. 23:14 Free trials are pretty similar, unfortunately, because people know that there’s a big time investment into trying out a product. There’s also a huge pain in the rip and replace of a software solution. And so people dread it, they don’t want to get involved in a new trial. Doesn’t matter how attractive the trial is, or how “easy” it’s going to be for them to try. It’s a lot of work up front, meaning that this likely won’t convert with a cold audience very well. Although it might do better than a demo request, you might get a slightly higher conversion rate. And of course, asking someone directly for a purchase, this is really difficult to a cold audience and this just isn’t for LinkedIn. This is for any cold audience. Asking someone for a purchase if they are a previous customer or an existing warm audience who already has that know, like, and trust factor, those can work, okay. But this is too much to ask from a cold audience. And whether you’re selling a product that costs $2 or $2,000. Both are really problematic on LinkedIn. Because if you’re asking for something that’s cheap, let’s say it’s $2, you’ll never be able to overcome LinkedIn’s high costs to make a return on that investment. And if the cost is high, if it’s $2,000, then maybe you can recoup the cost from LinkedIn. But because it’s expensive conversion rates going to be really low and unlikely you’ll get enough people who actually will do the action. So that’s a walkthrough of pretty much all of the offers that I see regularly being used on LinkedIn. And my biggest recommendation here is to call the offer whatever you want, because as soon as everyone starts using a tactic, it ceases to work. You probably remember 20 years ago when people started offering, every company had a free consultation, and it probably worked really well back then. But now because everyone does it, it doesn’t feel special anymore. And it’s hard to actually spur someone to action with an offer that feels like everyone else is doing this too. So maybe try calling it something like a free Strategy Session or a free Power Hour. Change things up a little bit and make it feel a little bit more special. Okay, so you’re sold on this, you know that coming up with a really valuable offer is the best thing that you can do for your LinkedIn Ads program. So now you need to come up with this content offer because this hasn’t occurred to you before. My recommendation is to go and meet with people in your team who interface with customers all the time. Oftentimes, this is sales. And you go and sit down with them and find out what are the most frequently asked questions that are keeping customers up at night. What’s in the news and relevant to them that they would get excited about. An interesting example here is we ran a programmatic advertising guide to a whole bunch of marketers for one of our clients and it was so interesting. We had these crazy high conversion rates with VPS and CMOS. And we wonder why in the world was that. And it turned out that people who were, let’s say, Manager, Director level, and even individual contributors, they already knew what programmatic advertising was and they were consuming it, trying to decide if it was right for them. But you had these VPS and CMOS, these high level marketers that were expected to know what programmatic advertising was, but they didn’t kno. They were looking for someone to educate them, so that when they got asked about it, they didn’t look stupid. So think about things that will solve the pain point for someone that it’s keeping them up at night. And maybe it’s in the news and relevant to them. I think this content is so well produced within a company because you guys know your own customer and you know your own product and industry very well. But one outsource approach I found I’ve got a friend who it’s a husband and wife team and she’s a journalist, and he’s a writer, and they go and interview customers, prospective customers leads that didn’t close, and they go and find interesting subjects and pain points. And then they write it up in this pretty package of, you know, here’s the content from the research. And it just goes to show that when you actually solve the problem, people will beat down your door to get it because that content always performs super super well. 27:24 So the gist here is you go and solve a real problem for them or satisfy a real curiosity. And you really can do no wrong. You could do things like have a misspelling in your ad, or insult their intelligence or have a crappy landing page, and you’ll still see 15% or higher conversion rates, you’ll get endless scale with your audience, and you’ll have super low cost access to your ideal target audience. It will be brilliant and it will feel like magic and the only difference is the piece of content. A good example of this is we had a client who was offering five different content assets and we went through and did super hyper testing on all of these assets, we could not get our cost per conversion under like $129. And we’ve been working with this client for four months, and I was absolutely certain they were going to fire us because there’s just no way that downloading a guide or a white paper is worth $129. Then one day they came out with a new piece of content. It was titled The Definitive Guide to Onboarding and it was an HR offer to companies HR, who were constantly onboarding new employees and trying to give them a better experience. And overnight, that piece of content totally changed our entire initiative, the entire program. Click through rates tripled, and conversion rates doubled. We ended up with cost per conversion under $29, which was a total change and allowed us to scale way up. So that was a great example to me of same audience. We’re using the same tactic to get in front of them, but the content made 100% of the difference. We’ve got a client called Xant.ai. That’s the letter Xant.ai. And they have a product that connects salespeople to the buyers better. They have a dialer solution so they’ve done tons and tons of outbound sales and they have all the data around it. And we put out this offer that was like, “Here’s the best time of day to contact people”. “Here’s the best cadence to follow up”. “Here’s the best number of times to do each kind of outreach to result in the best success”. And this converted super super well. We also had a client who was partnering with Google to do a breakfast at Google’s headquarters for marketers. And the landing page wasn’t special, the targeting wasn’t special, the ad copy wasn’t special. The offer was. Marketers were so excited to go and have breakfast at Google and learn about these things. So it had a 55% conversion rate, which was Incredible. We did exactly the same thing with Microsoft and Bing, a couple months later, and it didn’t have nearly the same conversion rate. So remember, these things are very special, and they are in the offer itself. So turn all of your guns towards creating the right content that people will kill for. And you will see the results in your LinkedIn Ads. There are some people who are doing really cool things in the space for increasing your conversion rates. There’s a company called Hushly, I think it’s Hushly, who will take all of the traffic on your website who are looking at a piece of content. And using exit intent, they will pop something up and try to get that user to then re-engage and give you their information. So these are only the people who are going to leave anyway and then they charge you on a per lead basis of the people who they got to convert that wouldn’t have converted already. Really cool solution. Really not expensive. And then I mentioned listables.com earlier. That was like a dynamic checklist that someone would not only want to give their information to download, but they’ll want to keep it around so they can always check back with it and check things off. I’ve got a friend named Chris Dayley, D-A-Y-L-E-Y, who runs Smart-CRO.com. And he’s a conversion optimization consultant. And he helps companies who have a lot of traffic, do a lot of AB testing to figure out what people will convert on better and what they won’t. And so those are three of the cool things or people I’ve seen who are working wonders in this space to try to increase conversion rates on top of whatever offer it is you’re looking for. Okay, I’ve got some cool episode resources coming right up, so stick around. 31:58 Okay, as promised, here are the resources that we talked about this week, there is the link to conversation ads release that LinkedIn just came out with a week of recording. So definitely check that link out in the show notes. There’s also a link to the content friction funnel that we talked about. This is a slide that I regularly use when I do public speaking and teaching and training about LinkedIn ads. So check that one out. It’s just a link to a JPEG of my slide, where you can visualize and see what types of content work at different areas of friction in the funnel. Then we also talked about listables.com, they’re the interactive checklists that you can subscribe to get for your company or your clients. There’s hushly.com, the company who takes with exit intent and charges you by the lead only for those that you would have lost anyway. And there’s Chris Daley from smart CRO, who’s a consultant that anyone who wants to check out and hire someone to help them do AB testing better, learn about their audience. He’s a great resource that I know I use quite regularly. You’ll also see the link to the LinkedIn Ads Course on LinkedIn Learning that I did. This is a great one if you’re just getting into LinkedIn Ads. It’s a very cheap course, that goes into a lot of depth. Like I’ve said in previous episodes, it covers usually about the first hour and a half of my training that I’ll give one on one, and I charge $500 an hour for that, you can get the course for 25 bucks, not a bad deal. Also on whatever podcast player you are listening, please do subscribe. I would love it if you could have all of our future episodes just fed right to you so you don’t miss a beat. And then of course, if you like what you hear, please do rate and review on whatever podcast player you are listening on. It makes a huge, huge difference to podcasters and I would give you a personal high five anytime I see you or a big digital hug if you do that for me. As always reach out to us at Podcast@B2linked.com with any ideas you have for the show, or any feedback, I’d absolutely love hear it. You know, this is Episode 10 so far, and so there’s a lot more coming out. And I’ve got a lot of ideas, but certainly love your impact as well. Okay, see you back here next week and I’m cheering you on in your LinkedIn Ads initiatives.

Our ninth week's Best of episode from the best entrepreneurs. Listen and learn with: Chris Miles, Founder of Money Ripples Corey Blake, CEO of MWI Global Travis Chappell, Founder and Host of Build Your Network  Chris Dayley, Founder of SmartCRO Dianna Huff, Founder and President of Huff Industrial Marketing, Inc Dmitry Dragilev, Founder of JustReachOut.io

Today, we will be interviewing Chris Dayley. Chris is a digital marketing entrepreneur, speaker, and neuromarketer who gets excited about helping businesses learn what their users want on their website, using psychology-based testing and analytics. His company, Smart CRO, helps businesses generate additional revenue from website traffic by creating and executing high-value a/b tests, and by training internal marketing teams to sustain results long-term.

The roulette table is back! Chris Dayley sits in for Paxton in this episode. We talk through 3 things: Time travel, open offices, and A/B testing morality. Listen up!

Dr. Chris Dayley shares his research into how students perceive diversity in university technical communication programs and offers strategies for making these programs more inclusive.

Today we're going to discuss thinking holistically about how to drive more customers to convert on your website. Joining us is Chris Dayley, the owner of SmartCRO, which is a consultancy that helps customers increase revenue generated from their website through data-driven site designs. In part 2 of our conversation, we're going to talk about some of the biggest tips that he has for CRO and some of the tools that he recommends you use. Show NotesConnect With:Chris Dayley: Website // LinkedIn // TwitterThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Today we're going to discuss thinking holistically about how to drive more customers to convert on your website. Joining us is Chris Dayley, the owner of SmartCRO, which is a consultancy that helps customers increase revenue generated from their website through data-driven site designs. In part 2 of our conversation, we're going to talk about some of the biggest tips that he has for CRO and some of the tools that he recommends you use. Show NotesConnect With:Chris Dayley: Website // LinkedIn // TwitterThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // Twitter

Today we're going to discuss thinking holistically about how to drive more customers to convert on your website. Joining us is Chris Dayley, the Owner of SmartCRO, which is a consultancy that helps customers increase revenue generated from their website through data-driven site designs. In part 1 of our conversation, we discuss crafting a value proposition that resonates with your traffic. Show NotesConnect With: Chris Dayley: Website // LinkedIn // TwitterThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // TwitterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Today we're going to discuss thinking holistically about how to drive more customers to convert on your website. Joining us is Chris Dayley, the Owner of SmartCRO, which is a consultancy that helps customers increase revenue generated from their website through data-driven site designs. In part 1 of our conversation, we discuss crafting a value proposition that resonates with your traffic. Show NotesConnect With: Chris Dayley: Website // LinkedIn // TwitterThe MarTech Podcast: Email // Newsletter // TwitterBenjamin Shapiro: Website // LinkedIn // Twitter

We all want to think there’s true meaning in the work we do. In this episode, Content Marketing Institute’s Robert Rose questions why we create the content we create. Plus, he offers a fresh take on a news piece about how Best Buy might just be your next media buy; an interview with the founder of the Native Advertising Institute; and an article that will help you do native advertising the right way. And that’s a wrap for the week ending, October 19, 2019. SPONSOR Demand Generation Summit – Free Webinar Event October 23, 2019 10AM – 2PM Join us to learn how you can combine the online and offline experience to make a lasting impact—all while streamlining your content creation, gathering audience data, and saving time and money. Drawing from our own engagement strategies to drive demand at events, we’ll walk you through our best practices that effectively scaled our resources and drove stellar results. It’s a free, virtual event dedicated to demand generation, created for all marketers to help show how their roles can impact demand and increase profitable customer action for their brand. Speakers include Corinne Schmid, Chris Dayley, Michael Brown, Mark Bornstein and Carlos Hidalgo. For more information and to register one webinar, the entire day, or to watch them all on demand if you aren’t available that day, visit: http://cmi.media/demandgen2019 NEWS ITEM of the Week Best Buy touts first-party data capabilities as it looks to build its media business https://digiday.com/marketing/best-buy-touts-first-party-data-capabilities-looks-build-media-business/ INTERVIEW of the week Jesper Laursen, founder of the Native Advertising Institute, and CEO of Brand Movers and Media Movers, agencies that work in content marketing and journalism, respectively. Jesper believes native advertising done right holds great potential for getting your message to the right people, at the right time, and in the right manner. He’s the host of the Clever Content Conference, Native Advertising Days, and The EDGE conference, where I recently spoke. I ask Jesper about what he calls the “next frontier” of content marketing – integrating everything from TV ads to paid search to direct calling to all the tactics in the marketing mix. Learn more: https://nativeadvertisinginstitute.com/ OUR CONTENT MARKETING IDEA of the WEEK How to Do Native Advertising Right: A Brief Guide With Great Examples https://contentmarketinginstitute.com/2019/04/native-advertising-examples/

In this episode, Content Marketing Institute’s Robert Rose explores how to find the heart in your thought leadership. Plus, he offers his take on an article suggesting publishers’ hearts aren’t in the subscriber game; interviews the author of a business book that offers surprising lessons from American transcendentalists; and he points to an article that will help give your content more heart and soul. And that’s a wrap for the week ending October 11, 2019. SPONSOR Demand Generation Summit – Free Webinar Event October 23, 2019 10AM – 2PM Join us to learn how you can combine the online and offline experience to make a lasting impact—all while streamlining your content creation, gathering audience data, and saving time and money. Drawing from our own engagement strategies to drive demand at events, we’ll walk you through our best practices that effectively scaled our resources and drove stellar results. It’s a free, virtual event dedicated to demand generation, created for all marketers to help show how their roles can impact demand and increase profitable customer action for their brand.  Speakers include Corinne Schmid, Chris Dayley, Michael Brown, Mark Bornstein and Carlos Hidalgo. For more information and to register one webinar, the entire day, or to watch them all on demand if you aren’t available that day, visit: http://cmi.media/demandgen2019 NEWS ITEM of the Week Why aren’t most publishers succeeding with subscriptions? Research suggests they may not be trying (hard enough) https://whatsnewinpublishing.com/why-arent-most-publishers-succeeding-with-subscriptions-research-suggests-they-may-not-be-trying-hard-enough INTERVIEW of the week John Jantsch, President, Duct Tape Marketing John Jantsch is a marketing consultant, speaker, and author of Duct Tape Marketing, and The Referral Engine and the founder of the Duct Tape Marketing Consultant Network.  He took a bit of time to chat with me about his latest book, (which I have to tell you is just wonderful) and it’s called The Self-Reliant Entrepreneur: 366 Daily Meditations to Feed Your Soul and Grow Your Business, is a daily reminder to entrepreneurs that a better you makes a better business. For more info visit: https://ducttapemarketing.com/ OUR CONTENT MARKETING IDEA of the WEEK 13 Easy Tips to Give Your Content More Personality https://contentmarketinginstitute.com/2019/08/content-personality-tips/  

When considering a website redesign when you already have an established audience, the last thing you want to do is change everything on them that’s going to give off not only a different look, but a different feel. Chris Dayley urges us to remember that your website is not for you, it’s for your users, your customers, and your clients. And you need to keep that in mind when you’re undergoing a redesign. There needs to be a strategic approach when it comes to website redesigns. That includes a great deal of testing, research, and analysis to figure out what works and what doesn’t. It also helps to take advantage of tools like heat maps and customer surveys.

Being truly customer-centric includes knowing the reason that people buy your product. And that reason is found through experimentation. The way you test matters directly correlates to your ability to anticipate changing customer needs over time. Jess Dewell talks with Chris Dayley, Neuromarketer at Disruptive Advertising, about how to understand the connection you have to your customers.

This week we sit down with Chris Dayley a digital marketing entrepreneur that helps businesses succeed online. We discuss a bunch of very interesting topics including things like SEO, conversions, A/B testing, and PPC. This episode is a great resource for any web developer, or online entrepreneur, that needs to brush up on their marketing skills.  Show Notes: https://www.htmlallthethings.com/Podcast/5cf825c86a070d0011eb655d You can find us on... Facebook | Twitter | Instagram RSS | Patreon | Spotify Medium | YouTube | GitHub  Reddit | Discord

On Episode 67, we continue our chat with Chris Dayley about converting social media traffic. We discuss split testing, understanding where people are in your funnel, and, of course, data—and lots more. He’s an engaging guy, and I think you’ll enjoy the chat.

In this episode we talk to Chris Dayley, VP of Testing and Site Optimization at Disruptive Advertising. Want to get a no-fluff email that boils down our 3 biggest takeaways from an entire week of B2B Growth episodes? Sign up today: http://sweetfishmedia.com/big3 We'll never send you more than what you can read in < 1 minute. :)

Should you worry about CRO? Only if you want to turn your website visitors into customers! Chris Dayley with Smart CRO joins hosts Jeff Neuville and Gary Muller on this month’s Entrepreneur Exchange to talk about his new entrepreneurial venture plus give tips on how to monitor and modify your website to improve its performance. Plus hosts Jeff and Gary try to figure out what CRO stands for, discuss how new businesses secure start-up capital, and share their picks for small business of the month. It’s all here on this month’s Entrepreneur Exchange!

On Episode 66, Chris Dayley is back to discuss the dark arts of social media conversions. We start off our two-part chat with a discussion of what a company should expect from social media, the value of a two-way dialogue, and using tech like Facebook LIve.

What are the biggest problems that most companies have with their websites, and why is fixing them not as simple as just redesigning them? That’s the question we’re going to answer this week on the Raise Your Frequency Podcast. We’re chatting with Chris Dayley, VP of Site Testing & Optimization at Disruptive Advertising. Chris is a digital marketing entrepreneur with a passion for helping businesses succeed online. In 2016 he merged his company with Disruptive Advertising, offering full-service A/B solutions to clients including strategy, design, development and analytics. He’s worked with big names in the podcasting world such as John Lee Dumas, and he’s going to make us think twice about what we’ve been doing (or NOT doing) with our websites. To connect with Chris or to learn more about Disruptive Advertising, visit https://www.disruptiveadvertising.com/ To grab Chris’s FREE guide on A/B testing, go to https://www.disruptiveadvertising.com/guide  To connect with ME outside of the podcast:  https://www.lisacapri.com/  On Facebook:   https://www.facebook.com/lisacapricoaching/  On Instagram:  @raiseyourfrequencydaily  Or shoot me an e-mail at voicesplash@gmail.com!  Affiliate disclaimer: It is possible that some links mentioned on the podcast or in show notes may be affiliate links. This means that I might receive a small commission for referring certain products or services AT NO EXTRA COST to you. I only refer products or services that I LOVE and/or that I use personally.  

Do you want more motivated buyers to your website and be found on Google? My guest, James Yuille is the owner of Media Glue, and that is what his company does, help businesses get found on Google.  Google Ads is a great marketing tool. However, there has been a lot of negative publicity and scepticism and about Google Ads and my conversation, today with James will strip away a lot of this confusion.  On this episode we discuss:  Identifying and understanding who is a Google Ads expert.  The difference between Google Partners (blue stripe) and Google Premium Partner )orange Stripe) Google does not endorse SEO "SEO is all about trying to beat Googles algorithm, and that won't happen." The history of Coke trying a new recipe How to deal with a nuisance competitor "Advertising has one purpose, to sell stuff, and Google Ads gives everyone a level playing field". Newbie Mistakes The secret to a successful campaign on Google Ads is the preparation. Then, there is a lot more work to do. It's like fine-tuning a supercar.  Look at Ads every couple of days At the end of 30-days look at the data rather than the results Review of Keywords Split testing Conversion tracking, etc.  Position on page Google rewards relevance - the ad has got to mention the relevant words Quality Score: Ad and page congruence Bib ($) times Quality Score determines rank on page Have a strong negative keyword list - I do not want my ad to show if these words are searched. The value of a client/customer/patient Google Analytics  Age of websites - Budget to replace your site every three years.  Speed of websites. Page loading and mobile loading  https://www.thinkwithgoogle.com/feature/testmysite  "Google won't tell you how to get better organic results, there a media company". FREE DOWNLOAD From James: Are Google Ads Right For Your Business?  Monday Morning Tip Spend time documenting what problem you solve and who you solve it for. Then ask, is what you do relevant?  If you have any questions about this podcast episode, please contact me at tf@tysonfranklin.com, or you can connect with James Yuille at Media Glue.  If you're a podiatrist, or a person open to new ideas and like to think outside the box, check out the Podiatry Legends Podcast.  FREE DOWNLOAD: First 16 Pages of My Book – It’s No Secret There’s Money in Small Business. If you're a Podiatrist you may prefer to order my first book; It's No Secret There's Money In Podiatry.  12 Secrets to Get More People Through Your Front Door If you like this episode you will enjoy: Episode 157: How To Avoid SEO BS with Nicky Jurd Episode 153: Aligning Your Social Media To Your Business with Matt Hanham Episode 138: Why 76% of Google & Facebook Ads Are Wasted with Chris Dayley 

Chris Dayley first came on the show a little over 3 years ago. In this episode, we talk through a lot of the changes in CRO that have happened over the last few years. Super interesting! Listen up!

In this episode, Stacy sits down with digital marketing entrepreneur, speaker, and neuromarketing expert Chris Dayley. They discuss the biggest problems that most companies are facing with their websites and why fixing them is not as simple as just redesigning them.

Are your Pinterest Pins performing but just not converting? Are you driving traffic with your ads but no one purchases your product? Can you afford not to listen to this episode where we discuss how you can optimize your traffic with conversion rate techniques? Chris Dayley is a digital marketing entrepreneur, speaker, and neuromarketer who gets excited about helping businesses learn what their users want on their website, using psychology based testing and analytics. He started his Conversion Optimization agency Dayley Conversion in 2014, which he later merged with Disruptive Advertising, where he currently works as VP of site testing and optimization.

Chris Dayley is a digital marketing entrepreneur with a passion for helping businesses succeed online. After spending years driving traffic through SEO and digital marketing efforts, Chris turned his attention to the user experience of websites to see if he could influence traffic to convert better. After running his first successful test, he fell in love and began focusing on helping businesses test their website experience. In 2014, he started his Conversion Optimization agency Dayley Conversion, which was a full-service agency helping businesses discover what converts best on their sites through testing. In 2016 he merged his company with Disruptive Advertising, where he currently works as VP of site testing and optimization. They offer full-service A/B testing solutions to clients including strategy, design, development and analytics.   During This Show We Discuss… What disruptive advertising is What disruptive advertising can do to help business owners The forms of advertising that are working best right now Some of the easiest ways to obtain new clients Why business owners struggle to get leads and convert them How to effectively market on a budget 3 ways to test content on your website Why you should remove things from your website to see what converts best Where to start testing the right things that will net you more sales The exact tools you should use to test and have more website conversions STOP using Google Analytics the wrong way, here's how What you should know about heatmapping that can get you more customers What A/B testing is How to start with A/B testing Common mistakes with A/B testing to avoid The types of tracking and analytics you should be tracking How to get started with tracking activity on your website And much more…

Chris Dayley is a first-hand witness to far too many disasters. Specifically, AdWords accounts that are a complete mess. He shared how he manages accounts, what B2B companies should know about PPC, and how to make paid search advertising a strong part of an overall marketing strategy. The best way to listen to the episode is through Apple Podcasts, Google Podcast, Stitcher, or Overcast. You'll be able to listen to past episodes and subscribe so you don't miss future episodes. As we mentioned in the show, if you're enjoying the B2B Revealed show we'd love it if you would leave a nice review on Apple Podcasts, Stitcher, or wherever you listen to the show.

One of the things we cover often on this show is entrepreneurship. Part of becoming a successful entrepreneur is understanding the habits and practices that lead to success. Our guest today – Chris Dayley – is a fantastic example of how the right habits and practices can lead you to success as an entrepreneur. We're going to chat with Chris about both the habits of success and dig into his area of expertise – online marketing through better user experience of websites. Listen at http://nextyearnowpodcast.com/31

CRO (Conversion Rate Optimization) doesn't have to be complicated. In this interview, Chris Dayley shows you how to boost your website conversion rates and stop leaving money on the table

Chris Dayley from Disruptive Advertising is an expert when it comes to search engine optimization (SEO), pay-per-click (PPC) advertising, and conversion optimization. Many SEO agencies are short sighted and simply look for a "trick" to provide their clients, such as ranking them in Google. However, Chris and his agency like to make data-driven decisions. A "great" looking website is an essential ingredient, but they also run A/B tests, think about what the customer is expecting to see on the page, improve load time, and use the data from heatmapping software (HotJar) to change navigation. Additionally, Chris says that every website needs to have: a value proposition (identified by the audience), a call-to-action (that they can identify in 2-3 steps), content (watch how much they're consuming), clarity/conciseness/readability, removal of all diversions/distractions (such as banner ads), and handling any anxiety people have when visiting that website. Resources A/B Testing Starter Guide (Website) Disruptive Advertising (Website) HotJar (Website) Visual Website Optimizer (Website) Google Optimize (Google Optimize) Diesel Power Gear (Website)

Conversion rate optimization can be a difficult thing to understand. Chris Dayley breaks it down to help us all give our audiences what they really want to ultimately increase our conversion rate. Hear his top tips. ThinkLikeAJournalist.com See the show notes.