William Exchange

Web design is all about facilitating user behaviour. The goal is to break down all barriers that can prevent the user from performing the desired behaviour. Working with CRO can be compared to decorating a physical shop. Many shop owners put a lot of time and energy into building their store so that visitors get a good experience, which in turn will make them buy from there.  Below, we present to you 5 CRO strategies that you can readily implement on your website or webshop today. 1. Don’t be afraid to display your prices Displaying your products is the first of our CRO strategies. Never be afraid to show your prices. Within B2C, it is natural to have visible prices but within B2B, there may be a tendency to omit them as B2B solutions are often complex and thus difficult to price. Despite this, you should try having visible prices on your B2B site to test if it provides more customer inquiries. If you are afraid of scaring off potential customers with visible...

Professor Chris LoDolce defined smarketing as “The alignment of the sales and marketing team around common goals within a business or organisation, focused on improving revenue.” The two teams are traditionally disconnected and viewed, at least internally, as two separate entities. They tend to work with cross-purposes, but the evolution of the B2B buying process has changed the game, and businesses must adapt. Let’s look into why collaboration between sales and marketing is necessary to the health of B2B companies, and how smarketing could help them. The customer buyer journey has changed The B2B buying process is a collaborative one and marketers need to target more than just the key decision-makers. Consulting peers on social media plays a part in the buyer’s process, but colleagues within the company, spread across many departments, complete the group. The targeted marketing message must scale to reach each stakeholder in this circle of influencers. The di...

It doesn’t matter how good you are—some customers will be unhappy. If you’re lucky, they’ll complain. That may sound odd, but remember that 95 percent of dissatisfied customers never complain in a way you can find it. So the five percent that do complain are doing you a favor, for two reasons: They tell you where you can improve They give you a chance to do something about their unhappiness The second one is what we’ll cover today. When customers complain, I see too many businesses fretting about whose fault it is that the customer is unhappy. That internal deconstruction is valid, eventually, but not at first. Because what’s done is DONE. The customer perceives that you failed to meet or exceed their expectations in one or more ways, period. How do YOU handle complaints? The FIRST and ONLY thing to worry about immediately is to figure out what you’re going to do about it. And here, you have three (and only three) options. Option 1: Ignore or Dism...

An experienced fisherman will tell you that some fish will bite a baited hook when they are hungry, some bite it because they are curious, and some bite it because they are angry. The fish’s motivation can literally change with the wind, water temperature, cloud cover, air temperature, and a myriad of other reasons that most of us will never care to understand.  But, the fisherman just keeps trying different areas of the lake, and different baits and lures until they find the right combination. Even the smallest tug on the tip of a fishing rod is enough to develop a strategy for landing that world record clunker. They patiently work all areas of the lake with all different types of baits and lures. As digital platforms continue to change the marketing landscape in real time, all marketers can take a cue from the fisherman. Recognizing that purchasing power has shifted to a new, more digitally savvy generation, and is no longer the brand’s path to define, it’s ti...

What makes a  PPC campaign  successful? It’s not measured in pure clicks. It’s not measured in how little you spend on a click. We can’t even measure it solely by conversions. PPC campaign  success comes down to one all-important metric. What’s your PPC ROI? Turning clicks into conversions is what truly matters. To grow your business it all comes down to this question. What’s it cost to acquire new customers vs. how much is that customer is worth? How much money will they usually generate once they have converted to a customer? What kind of ROI do you need to see from your PPC campaigns? 5X, 10X, 15X? Let’s explore how to attain it. How to Launch a Successful PPC Campaign 1. Keyword Research Done Right To have a successful  PPC campaign , you must choose the right keywords to target. These aren’t just any keywords that relate to your business. They’re strategic and designed to maximize your PPC ROI.  Effective keyword res...

Everyone talks about video content for advertising, but they don’t always do it. Why is that? Could it be the misconceived notion that it’s always expensive because you need to purchase high-end equipment, hire videographers, or rent a studio? I think so. While those amenities would be great for any business to have, they are not realistic for most, especially small businesses. If that sounds like your scenario, worry not. You can create customized, high-quality video content for your Facebook advertising campaigns easily, affordably, and successfully with Facebook Slideshow Ads. Let me tell you how. In this guide, you’ll learn: What Facebook Slideshow Ads are and how they work How to set up Facebook Slideshow Ads for your business 4 tips to sell like crazy with your Facebook Slideshow ads What are Facebook Slideshow Ads? Slideshow ads are video-like ads that use a series of still images and effects that show motion, play sound, and display text to showcase...

Do a quick Google search for “multitasking” and you’ll find a wealth of articles and reports that pretty much arrive at the same conclusion: Trying to juggle too much at once will substantially undermine your productivity, so it’s best to tackle one task at a time. That’s all well and good. I can certainly testify from my own personal experience—as a content marketer here at WordStream—that multitasking is generally a bad idea. I am, however, one of the lucky ones: Because the day-to-day nature of my job makes it relatively easy for me to focus on one discrete project at a time, resisting the urge to multitask isn’t exactly strenuous. The same can’t be said for someone like Veronika Cervenakova, Performance Marketing Executive at digital signage solutions provider ScreenCloud. Tasked, like many fellow marketers at small and medium-sized businesses, with the management of several online advertising accounts, Veronika has an extraordinary amount of stuff on he...

As a long-term marketing strategy, SEO can help drive organic traffic and steadily boost your site’s ranking in the SERPs As an internet marketing technique, search engine optimization plays an important role in the growth of your online business. Not only does it help search engine robots to accurately index your web pages, but it also helps enhance user experience. Moreover, as a long-term marketing strategy, SEO can help drive organic traffic and steadily boost your site’s ranking in SERPs. Implementation of SEO, however, can be a challenge for newbie marketers. This is because SEO comprises of a wide range of on-page and off-page SEO factors. If you are unaware of what these are, you are bound to make silly SEO mistakes. This, in turn, can severely affect your site’s ranking as well as traffic and conversion. If you have noticed a sudden drop in your ranking and traffic, then one of the reasons for it could be one or more of these SEO mistakes. Let’s take a ...

Search advertisers will need to adapt the way they market for the next generation of consumers, with 78% of Generation Z seeking authenticity as an important quality in brands that are advertising to them. To connect with new audiences, advertisers will need to become part of the conversation; they will need to understand the wider […]   Search advertisers will need to adapt the way they market for the next generation of consumers, with 78% of Generation Z seeking authenticity as an important quality in brands that are advertising to them. To connect with new audiences, advertisers will need to become part of the conversation; they will need to understand the wider discussions that are happening in digital media, and evolve their messaging to resonate with the next generation. Read this report from Adthena to learn how brands can capture the hearts and minds of Generation Z. This report features: Survey results – with key stats and facts on what makes Gen Z ti...

While summer can be a slower season for some retailers, the large success with massive summer shopping events like Amazon’s Prime Day for brands not named Amazon show there is an opportunity in every season. Most importantly, it doesn’t have to be a grand gesture or event. Small changes and tweaks can make a world of difference to ensure you gain a competitive edge. As we approach the end summer, it’s never been a better time to refresh your marketing strategy through testing as you gear up for the holiday season. Here are a few ways to refresh your tactics to gain valuable customer data and drive sales to close   out summer. 1. Change up the little things:- If you’re a savvy marketer, you’re likely used to constant testing of your tactics as A/B testing in email marketing is a given. It’s easy to focus on the main creative pieces – headline copy, imagery, featured products – as they can increase ROI on your email marketing program. At the same time, you only hav...