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PPC 2023 in review: UA sunsets, Google antitrust trial, X’s downfall and more

Search Engine Land

Google stirred things up by shaking cushions and discreetly adjusting ad prices, and the entire industry faced a major shift with the sunset of Universal Analytics, forcing everyone to transition to Google Analytics 4. The decline of X Following Elon Musk’s takeover in 2022, Twitter’s ad revenue steeply declined.

Retail 116
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Nudge Marketing: From Theory to Practice

ConversionXL

In other words: Behavior = motivation x ability x prompt. Without understanding the psychology behind the choice architecture, these “bad” nudges can hurt the user experience. With the data you get from testing on-site nudges, you can gather behavioral and even psychographic data about your users.

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Getting The Website Information Architecture Right: How to Structure Your Site for Optimal User Experiences

ConversionXL

It should determine the big picture – organizing the content on the site to support the tasks that users want to perform. Information architecture should also include little things like deciding that products on a search page should be ordered by price rather than by name. Their goal is to send users somewhere else.

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A Step-by-Step Guide to LinkedIn Ads

ConversionXL

But a higher CPC can be prohibitive for smaller businesses and lower-priced products and services. Industries known for high-priced products and businesses experiencing rapid growth also work. High-priced products are table stakes in the medical device industry. Message ads land straight in users’ inboxes.

CTR 129
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How to Do a Competitive Analysis: A Step-by-Step Guide

ConversionXL

Companies do it for a wide variety of reasons—SEO, branding, go-to-market strategy, pricing, etc.—and How does the user experience on my website stack up to the competition? How does your site's user experience stack up to the competition? Competitor X is doing Y. Run a functional investigation.

UX 126
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2023’s 19 Best Sales Prospecting Tools

Hubspot

Pricing: A limited version is free as part of Hubspot’s Sales Hub. For more advanced functionality, HubSpot offers premium features in the Starter, Professional, and Enterprise versions of Sales Hub. Prices start at $45 per month, $450 per month, and $1,200 per month, respectively. Pricing: Available upon request.

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Website Credibility: A 39-Point Checklist

ConversionXL

For example, your wife said Product X is good, or your friends said Service Y sucks. My guess is that you won’t buy it—even though the price is amazing, and you know it’s a good product. Show prices. Many companies (not just B2B) don’t reveal their prices, and make people get in touch instead.

Trust 132