Writing by James

Articles and opinions on technology, social media and innovation


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Unbounce – Return of the Honey Badger!

Unbounce - LogoLike the Hulk, or to be precise, like Bruce Banner, I’ve been trying to keep my alter-ego under wraps for the last couple of months. Unfortunately the pressure was too great and after an internal struggle full of tension and pulling silly faces, he escaped.

THE HONEY BADGER HAS RETURNED!

You can catch up on the damage he did to other people’s landing pages over at Unbounce, but don’t say I didn’t warn you if you find it distressing. This time the landing pages are focussed on cloud services:

Cloud Services are seen as a way to introduce technology into an organization simply and easily, without the need to get bogged down with IT processes and procedures. That may be an over-simplification, but the audience for these services cannot be assumed to be technical, so the approach taken with landing pages has to reflect this. Jargon is out, features are in, and there should be a focus on simplicity. It’s also imperative to build confidence quickly, creating trust in the solution with the audience.

In this article we’ll look at cloud services offering everything from file sharing through to innovation, and see whether they make the right first impression with their landing pages.

Even for those familiar with landing page design it’s worth checking up on the latest trends in design, but just in case you don’t fancy the article, here’s Hulk doing what he does best in The Avengers (2012).


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Unbounce – 8 Small Business Landing Pages Critiqued for Conversion

Unbounce - LogoMy latest article for Unbounce – 8 Small Business Landing Pages Critiqued for Conversion – is now online at the Unbounce blog.

As always, you can read the article at Unbounce, but here’s an extract:

In the United States small business accounts for 44% of GDP and employs 60 million people. In the United Kingdom, small businesses are responsible for 60% of private sector jobs.

That’s a lot of money and a lot of jobs. It’s also a big market place. In this article we’ll be looking at landing pages that are focused on selling to small businesses and asking one thing: do they cut the mustard?

Despite their importance to the economies of the US and UK and their combined buying power, selling to small businesses requires a particular approach: one based around value, not scale, and focused on ease-of-use, not enterprise features. Lined up below are eight landing pages from big and small organizations; let’s see how they get on.

 


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Unbounce – 12 Surprising A/B Test Results to Stop You Making Assumptions

Unbounce - LogoThis week it’s A/B testing week over at Unbounce. My contribution to the series of articles is 12 Surprising A/B Test Results to Stop You Making Assumptions.

It’s easy to think that your landing page is going to work just because you’ve followed best practice examples – but that isn’t always the case. Sometimes it’s the unexpected combinations and designs that make the biggest impact. In this article I look at some examples that don’t follow convention, as well as some that do.

You can catch the rest of the articles from A/B testing week at http://unbounce.com/a-b-testing/.


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Unbounce – 15 Landing Pages That Couldn’t Sell Honey to a Honey Badger

Honey Badger Gets What Honey Badger Wants!Just a quick post to say that my latest article for Unbounce – 15 Landing Pages That Couldn’t Sell Honey to a Honey Badger – is now online at the Unbounce blog.

It seems I have a reputation for telling it as it is, hence the eponymous Honey Badger of the title and the Tweets that went out today to promote the article:

And the editor’s intro:

With that, I’ll hand you over to James Gardner (no relation), who’ll walk you through 15 pages, an overview of their customers and what’s good and bad about them, some might get a little bloody, but there’s gold in there too, he makes a lot of sense and has some great advice, so pay attention.

I’m really quite pleasant in person, but I guess you can be who you want to be on the internet! I guess #iamthehoneybadger isn’t a bad reputation to have. Thanks Oli!

Here’s an extract, you can read the rest at Unbounce.

If there’s one thing a business wants from its landing pages, it’s conversions.

In this article we’ll look at 15 landing pages and critique them for conversion; looking at the good, the bad, and the indifferent. The key to driving a high conversion rate lies in understanding your audience, which is why I’ll dig into the types of customers they’re serving. If you do that, then at least you’ve given yourself the best possible chance. So who’s up first? Oh look! Adobe…


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Medmeme: Does an Effective Corporate Website Really Matter?

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I now have a new post available at Medmeme.

Does an Effective Corporate Website Really Matter?‘ questions whether an effective corporate digital presence really translates into digital success, or whether pharma companies still need to do more to use digital communications effectively for patients and healthcare professionals.


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Guest posts now online at Medmeme

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Just a quick post to say that two pharma-focused articles are now up at Medmeme.

Pharma and Facebook: Gone for good?’ investigates the relationship between big pharma and the world’s largest social network, whilst ‘Two Rarely Mentioned Reasons to go Digital’ looks at the less obvious reasons for moving towards digital marketing: money and compliance.


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4 reasons why mobile marketing shouldn’t be an afterthought

In the past, many companies tried to graft digital strategies onto existing offline campaigns. The results were uncoordinated campaigns that failed to make the most out of the opportunities that an integrated approach could bring. They were, in effect, two separate campaigns.

The same thing is happening today, but this time it’s regarding mobile strategies. Here are four reasons why mobile marketing shouldn’t be an afterthought.

Reason #1: It will cost you more

While it’s possible to create a separate mobile marketing strategy around your existing marketing, it will cost you more in the long run.

Why?

Because the content and assets required for effective mobile marketing are not the same as for offline, or even digital marketing. Mobile content should be lightweight, adaptable and concise – creating a 200-page PDF whitepaper won’t cut it on a three and a half inch screen.

While content marketing is the new king of the marketing hill, content is expensive and time consuming to create. By creating effective content that can be used across many communication channels and finding multiple applications for it, you’ll use your budget more effectively.

Reason #2: Your campaigns won’t be truly ‘integrated’

Planning campaigns to be multichannel from the start allows the savvy marketer to make the best use of mobile as a communication channel. Marketing synergies can be created by linking offline and online channels through QR codes to drive consumer activity at the point of interaction – be it on packaging, posters, or any other touch point – rather than later on.

The immediacy of mobile marketing increases our ability to influence the customer. In fact, according to the Mobile Marketing Association, 70% of all mobile searches result in action within one hour! Whether that search is driven from offline or digital marketing activity, the opportunity that mobile marketing provides are too great to ignore. An integrated multi-channel approach to marketing will ensure that you capture the broadest possible audience into the sales funnel.

Reason #3: You won’t be taking advantage of the opportunities that mobile makes available

Mobile marketing provides a new set of opportunities to marketers. The hardware capabilities of the mobile devices allow for new approaches to customer interaction.

Not only does the camera on a mobile device enable QR codes, it also allows foraugmented reality experiences, where our message can be overlaid over the real world.

Geo-location is even more exciting. Marketers are now in a position to communicate with consumers at, or close to, the point of sale. Traditional approaches, such as discounts and coupons, can be delivered directly to the consumer as they approach a store, or during the purchasing process.

Reason #4: Purchasing behaviour is changing and mobile is becoming more important

The beauty of a mobile device is that it is with your consumer almost all the time and gives them access to information on the move. As a result, people are changing their browsing habits by accessing information away from the traditional desktop browser.

This change in browsing habits is having an impact on the way people behave offline; consumers are now much more likely to use a smartphone or similar mobile device to inform the purchasing decision. By allowing mobile marketing to be an afterthought, you’re throwing away the opportunity to influence customer behavior at a time that matters most – in-store at the point of purchase.

Not convinced?

If you’re still not sure about the benefits that mobile marketing can bring, consider this: mobile internet usage will outstrip desktop usage by 2015, and in the last year smartphone and tablet sales outstripped desktop PC sales for the first time.

By embracing mobile marketing now, you’re not just getting ready for the future, you’re making the most of now. The mobile era is here already; don’t get left behind.

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