The secret is to deliver a faster web experience
Posted: Sat Jan 04, 2025 4:22 am
Want a higher-converting campaign?
Marketing leaders talk about a lot of things. But whether we talk about personalization, page load time, or performance, it’s all about conversions.
Recently, I sat down with Gatsby co-founder Sam Bhagwat to talk about marketing campaigns. I came to two conclusions.
First, you can’t have great conversions without a great campaign.
Second, you can’t have a great campaign without delivering a faster web experience.
Below is the video and transcript of our conversation.
Traditional marketing campaigns are at afghanistan phone number lead risk of becoming irrelevant the day they launch
Dorian Kendal: From a marketing leader’s perspective, it’s all about conversions. Whether we talk about personalization, page load time, performance, uptime, seamless checkout, it’s all about conversions.
Dorian Kendal: If you’re driving funnel building, the most important metric is conversion rate. If you’re in e-commerce, the most important metric is sales. But regardless, everything feeds into this metric.
Adopt an “action-oriented” language , exhortative, affable but firm;
Be precise and do not use ambiguous terms: the user should not have to struggle to understand what he has to enter or what he has to click (think about the frustration you feel when you have to choose between buttons like “cancel” and “delete”, for example…);
Use as few fields as possible, don't waste their time releasing information that you're not really interested in. The shorter it is, the more the user will be encouraged to fill it out;
Demonstrate that you are trustworthy , clearly explain the protection you will have for the data that will come into your possession.
Marketing leaders talk about a lot of things. But whether we talk about personalization, page load time, or performance, it’s all about conversions.
Recently, I sat down with Gatsby co-founder Sam Bhagwat to talk about marketing campaigns. I came to two conclusions.
First, you can’t have great conversions without a great campaign.
Second, you can’t have a great campaign without delivering a faster web experience.
Below is the video and transcript of our conversation.
Traditional marketing campaigns are at afghanistan phone number lead risk of becoming irrelevant the day they launch
Dorian Kendal: From a marketing leader’s perspective, it’s all about conversions. Whether we talk about personalization, page load time, performance, uptime, seamless checkout, it’s all about conversions.
Dorian Kendal: If you’re driving funnel building, the most important metric is conversion rate. If you’re in e-commerce, the most important metric is sales. But regardless, everything feeds into this metric.
Adopt an “action-oriented” language , exhortative, affable but firm;
Be precise and do not use ambiguous terms: the user should not have to struggle to understand what he has to enter or what he has to click (think about the frustration you feel when you have to choose between buttons like “cancel” and “delete”, for example…);
Use as few fields as possible, don't waste their time releasing information that you're not really interested in. The shorter it is, the more the user will be encouraged to fill it out;
Demonstrate that you are trustworthy , clearly explain the protection you will have for the data that will come into your possession.