Mobile-First Performance Marketing Strategies

Been working with a prominent surf brand this year to reset their digital playbook. Here's 3 things we've seen work really well which has resulted in a 55% increase in revenue YTD vs. last year. 1. Traffic x Conversion Rate x AOV = Revenue This can't be overstated enough. If your site conversion rate is below 1.5% you have to invest in improving it. A good converting website is usually not sexy, and that's ok (see no. 3 below for more on this). Start with the site experience and look at it on mobile through the lens of a new customer. Remove points of friction, quickly answer customer questions, and make getting to checkout easy. Focus first on home page, collection page, PDP, navigation, and cart/checkout. Then move to customer service pages, return/exchange process, etc. It sounds trivial, but you'll be amazed at how easily you can gain a quick .25% in conversion rate with minimal effort. 2. Performance Max Google's Performance Max is loathed by many as a black box (which it is) and therefore untrustworthy, but we've found two key ways to make it work incredibly successfully: Product feed optimization and setting focus on new customer acquisition. By leveraging all the product data points available from Shopify, you can juice a product feed to make Google very happy and reward you with high-performing shopping ads. It's a bit of effort up front, but once complete starts to pay dividends. There's also a somewhat hidden setting to turn on new customer acquisition focus. This can help avoid save on ad costs from people who may have purchased anyways and just clicked the first ad they saw. Before enabling this, provide the account with a list of current customers to exclude (use Klaviyo's integration to keep the list up to date in realtime). Last month we turned it on for one client and we saw Google Ads conversions from new customers increase 62% vs. prior month. 3. Premium Photography Such an important yet often overlooked component to a winning strategy is high quality product imagery. Going back to site UX - if your product photography is not high quality, does a good job showing the detail of the product, or on-model, it will take a toll on conversion rate, especially if you have a high AOV. A website doesn't need to be custom or flashy if the photography is high quality. You can grow a brand online to $20m+ annually with a Shopify theme like Prestige and let the product photography do the heavy lifting. With a channel like Meta ads, there's no greater lever you can pull than testing creatives. Lately we've been seeing that tight crops on product features and text overlay has been working well, but we're always testing and refining. Use Advantage Plus campaigns to test lots of creative types at once to find what works, then double down on that.

When advertising on LinkedIn, most don't realize that 80%+ of ad impressions are served on mobile 📱 . It's crazy high and you have almost 0 ability to change it. (Other than running text ads). And that's a problem. In B2B, desktop ads generally perform better. This is especially true for LinkedIn as shown below. So what does this mean. A lot, but a few takeaways; ➡️ Website clicks campaigns are 🗑️ because of mobile page load times. ➡️ Other than lead gen forms, it's near impossible to get people to fill out forms. People are less likely to fill out 8 fields with their thumbs. ➡️ People scroll social media feeds faster on mobile. Your creatives have to do the heavy lifting to fight the scroll. ➡️ You should always preview your ads on mobile. Ultimately, you have to start thinking mobile first at every step.

According to Adobe, mobile shopping surpassed desktop shopping this holiday season for the first time ever. What does it mean for brands? You need to be putting mobile first. Now, we've known that mobile is important for some time, and brands should have been optimizing for that traffic already, but this data truly highlights the necessity of optimizing for mobile. That means optimizing your images and videos. A mobile device is a lot smaller than a desktop. Are you formatting it correctly? Are your lifestyle images using text that's too small to read on mobile? Are you using vertical video? Your listings need to be optimized too. Less of your title shows up on mobile. Have you tested shorter titles? Have you put your most important keywords front and center? Finally, you need to think about how you advertise and measure performance. For example, if you use DSP, you can see how performance changes based on device type. That allows you to tweak your strategy and maximize every dollar. If your goal is to go from a 10% to a 12% conversion rate, optimizing for mobile can be just the thing to get there. #mobileshopping #listingoptimization #adsoptimization

B2B Meta Ads Checklist: Elevate Your Campaign Hygiene and Best Practices In a world dominated by the likes of Google and LinkedIn ads, Meta ads for B2B often lurk in the shadows, waiting to be discovered. Well, guess what? If you master the art of Meta advertising, it can be a game-changer for your B2B campaigns. 🌟 Let's dive into the secrets of this underrated gem 1. Simplified Campaign Structure 🎯 Keep it sleek and straightforward. Limit your campaigns to 5-6, with up to 4 Ad Sets in each and no more than 6-7 creatives per Ad Set for manual ads. A linear structure makes it easier to manage and optimize. 2. Learning Phase Mastery 🧠 Don't burn your budget in the learning phase. Aim to spend less than 20% of your budget during this stage. It's all about gathering data without going broke. 3. Audience Overlap Control 🧩 Prevent audience confusion! Ensure that the cumulative overlap for each Ad Set stays below 30%. This keeps your targeting precise and avoids competition within your campaigns. 4. Budget to CAC or SQL Ratio Boost 💰 Don't be shy about your daily budget. Increase it to 8-10 times your Cost per Purchase (CAC) or SQL. A higher budget allows Meta's algorithms to work their magic effectively. 5. Automatic Placement Dominance 🖥️ Let's talk placements! Opt for automatic placements whenever possible, aiming for over 75% of your ads to be on auto. Embrace the variety of placements (at least 6) to reach your audience where they are. 6. CAPI Implementation 🔗 Don't miss out on the power of CAPI (Conversions API). Implement it for stronger signal strength and more accurate tracking. It's the backbone of successful Meta campaigns. 7. Creative Diversity 🎨 Variety is the spice of life – and Meta ads! Mix it up with static and video creatives. But remember, mobile-first creatives are key in today's mobile-centric world. Make sure your ads look stunning on smaller screens. Now, here's the kicker – while Meta ads for B2B might be underutilized, they hold immense potential. 📈 But remember, it's not just about checking boxes on a list; it's about understanding your audience and the platform to create a seamless experience. Let's chat about it! Share your thoughts and experiences with B2B Meta ads in the comments below. 🗨️💡

In case you missed my newsletter from Sunday night, let me bring you up to speed on a game-changer for any DTC brand: Conversion Rate Optimization (CRO). Let's unpack why it's crucial and how it can transform your business. 🔑 Why Focus on CRO? Think about this – a minor tweak in your conversion rate can lead to a significant surge in sales, without increasing your ad spend. It’s about working smarter, not harder. CRO is not just a tactic; it’s a strategic approach to amplify your marketing efforts and maximize returns. 📊 Data at the Heart of CRO: CRO is a symphony of art and science, and data is the conductor. It’s about making informed, empirical decisions. Utilizing tools like heatmaps and session recordings, we dissect user behavior to understand their journey. Every click, scroll, and interaction is a valuable piece of the puzzle in enhancing user experience and boosting conversions. 🔍 Heatmaps Are Your Secret Weapon Click Maps: They show user interaction hotspots, highlighting areas that attract attention and potential points of confusion. Scroll-Depth Maps: These maps reveal how far users engage with your content, offering insights into content effectiveness and areas for improvement. Mouse Movement Maps: Particularly useful for desktop, they provide a glimpse into user attention and engagement patterns. Device-Specific Analysis: Tailoring user experience based on device type is crucial, and heatmaps help optimize for each. Individual Session Recordings: They offer a narrative of the user journey, uncovering hidden insights and opportunities for optimization. 🔄 The TRACE Framework Technology, Reporting, Audience, Creative, and Experience – these pillars form the TRACE framework. It’s a comprehensive strategy that looks beyond mere website optimization. It considers the entire customer journey, from targeted audience profiling to the creative elements of your ads and the eventual user experience on your landing pages. It’s about creating a seamless, cohesive journey that resonates with your audience. 💡 5 General Best Practices: 1. Mobile-First Campaigns: Optimize everything for mobile, from copy to landing pages (LPs), as most social traffic is mobile. 2. Page Load Speed: Utilize tools like Unbounce and Nostra for near-instant load times; every second counts in retaining users. 3. Heatmap Insights: Use them for actionable insights into user interactions. 4. Social Proof & Risk Reversals: Incorporate testimonials and guarantees to build trust and reassure new visitors. 5. Simplified Purchase Path: Strive for fewer clicks to purchase, reducing bounce rates. The full newsletter had 15+, easy-to-implement best practices. The link is in the description — sign up for free! Do you practice CRO?

Blaming the algorithm? 🤔 Think again. Your social media ads aren't converting, and it's not because of the mysterious algorithm changes. It's your strategy 🎯 Let's dive into why and how to fix it. 1. You're Talking, Not Listening 🗣️ → If your ads scream 'buy this' without understanding what your audience needs, you're missing the mark. The key? Listen more 🧏♀️ Engage in social listening to tailor your messages. 2. One Size Fits All? No More ➡️ → Generic ads are out. Personalization is in 👤 If you're not segmenting your audience and customizing your messages, you're throwing your budget into a black hole. 3. Ignoring the Journey 🛣️ → Not everyone is ready to buy NOW. If all your ads aim at immediate sales, you're neglecting those who are still considering their options. Create ads that cater to every stage of the buyer's journey. 4. Creative Fatigue Is Real 😴 → Using the same creative for months? Your audience is bored. Refresh your ad creative regularly to keep your audience engaged and interested. 5. Data? What Data? 📊 → Running ads without diving into the analytics is like flying blind. Track, analyze, and tweak based on data, not just gut feelings. 6. The Engagement Trap ❤️ → Engagement is great, but it's not the ultimate goal. Sales are 💰 Don't get so caught up in likes and comments that you forget the real objective. 7. Forgetting Mobile Users 📱 → If your ads aren't optimized for mobile, you're invisible to the majority of your audience. Mobile-first isn't an option; it's a necessity. Stop pointing fingers, adjust your strategy and see your ads perform. Identify one improvement area this week and share it here! Share your commitment in the comments! 👇 🔄 Like this? Repost P.S: Carousal design inspired by Ayesha Ameer 💜

It's common to see ad spend soar with no tangible results… I cannot emphasize the value of retargeting enough. It's like catching the attention of someone who walked by your ice cream shop, even if they didn’t know they wanted a treat. 📊 Deep data dive: Begin by studying your ad performance metrics. Go beyond surface-level insights - spot patterns, identify user behavior nuances, and understand where engagements are dropping off. 🎯 Audience segmentation: Tailor your message: - 30-day window: High-intent prospects. These are your hot leads. Your content should have compelling CTAs, address potential reservations, and showcase undeniable value. - 90-day window: A blend is key. Mix MoFu and BoFu content – from case studies to videos. It's about nurturing and building authority. - Beyond 90-day: It's not about aggressive selling but staying relevant. Think organic content, newsletters, or even insightful webinars. 💰 Smart budgeting: Allocate budget strategically, and start small. Prioritize the high-intent 30-day window but don’t forget the long game. Explore cost-effective methods for extended engagement. 🔄 Continuous optimization: Set up feedback loops. Use analytics to constantly measure ad performance. Adapt, iterate, and refine. It's not just about reaching out; it's about reaching out RIGHT. Intent and timing is KING and QUEEN. #growthmarketing #retargeting #digitalstrategy

DTC brands: If you’re optimizing your website for desktop over mobile, I'd highly suggest flipping priorities. At Anatta, we see at least 70-80% of site visits happen on mobile devices. If you’re not designing for mobile first, you’re designing for 20% vs. 80%, and that math just doesn’t math. This is also why it’s so important to get mobile usability right. We did a user study with our friends over at M.Gemi in which we showed them the behavior of their customers on mobile vs. those on desktop devices. On mobile, we could clearly see users’s eyes darting everywhere, telling us that they were distracted. When using their mobile devices, people are cooking, they’re taking care of their kids, they’re playing video games, they’re talking to their partner, they’re in the bathroom... all while shopping on your site. If you’re competing against that, you have to consider what type of experience you’ll need to design to - at the very least - capture their attention long enough for them to add-to-cart or bookmark your site for later. Getting all of those mobile attributes right - the sizing of buttons, the sizing of text, the placement of content and elements, and being mindful that there’s not too much on-page clutter - is so key… Because on mobile, you’re not just up against your competitors for someone’s attention. You’re competing with all of the many, many things going on in their life. #mobileux #ecommerce