The Canadian Internet Marketing Conference (CIMC) wrapped up last Friday in beautiful Squamish, B.C. We had an incredible panel of speakers like Oli Gardner from Unbounce, Fab Dolan from Google Canada and Michele Slater from Twitter, who all shared incredible insights over two days. Here are some of my key takeaways that I got from the conference.
1. Outbound links are the bane of Landing Pages
We’ve all heard this one. Given that a conversion is the primary goal of a landing page, why have links that take your customers out? Every Digital Marketer has heard this before – remove all links from your landing page! But just how important is it to take out these links? As a matter of fact, it is extremely important.
Links that take your user away from the landing page is just another method for them to not convert. As shared by Oli Gardner, the average landing page has at least 4 outbound links. One of the key takeaways from the conference is to remove all the links from your landing page. Just by removing 3 links from your landing page, you can increase your conversion rate by up to 60%.
2. Be personal in your emails
On average, an employee receives 76 business emails per day. How do you set yourself apart? Well, as the good folks from Loomo shared, putting a recipient’s name in the subject line can increase your open rates by up to 17%. It’s safe to say I’ll be more personal in my subject lines to see if it has a positive effect on my open rates!
3. You should care about reporting too
Your manager always bugs you for that report on the health of your website or the status of the tests you’ve made on your landing pages. While often it’s a chore to get, it still must be done to see how well you’re doing. If you’re still not convinced, this bomb was dropped during the Digital Marketing Reports panel session:
“Reporting is what separates meeting your goals and staying hired and meeting your goals and getting fired.”
4. Word of the conference? Authenticity.
Several speakers throughout the conference spoke about the need for authenticity. How authentic are the customer experiences we’re providing? The power has shifted from the company to the customer. Gone are the days of the ‘build it and they will come’ mentality. Whether it’s an authentic social media presence or customer service, authenticity is something we all must provide in order to survive.
“People are not transactions. We need to treat people as people.”
– Tyler Douglas (Vision Critical)
Customers expect authenticity. They yearn it. They crave it. “The experience we provide is what will separate us from our competition” adds Tyler. Let’s start humanizing our brand and making sure that we provide an absolute authentic experience for our customers. We might get left behind if we don’t.
5. Sessions? No. Micro-moments.
2015 was the year where mobile searches surpassed desktop searches. With the advent of smartphones comes a change in the consumer buying cycle. Because we all have super computers in our pockets, the buying cycle is now broken up into micro-moments – short, unplanned moments where we feel the need to search something.
“What we are seeing now, is that we have gone from sessions to micro-moments.”
– Fab Dolan (Google Canada)
And what’s important is that we reach the customers in these micro-moments. Let’s change our messaging and make sure that we get to our customers in these short, unplanned moments, filled with intent. Let’s craft an authentic experience that will separate us from the competition.
My reaction to all of this?
All of these old news? Did you get some new insights? Let me know by commenting below or tweeting at @mjliangco.