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CXL Growth Marketing Overview-2

Hey Guys,
Hope you are doing well. This article is the continuation of my 1st overview article to get a glimpse of the Growth Marketing process and the best practices to do it.
I suggest you read the 1st overview article from here and catch up on this article,
Great let’s jump right into the user research part from card sorting,

Card Sorting

You get a group of users and ask them to arrange individual cards into piles that make sense for them. Each card represents a page or multiple pages of your website, you give them the cards, and they organize them into different categories. This exercise shows you the mental model of your company for your customers.
There are two types of card sorting:
1) Open Card Sorting
Here, the user has to organize the cards into any category that makes sense to them. You have to use a maximum of 30 cards because if you use more, it’s going to become confusing.
2) Closed Card Sorting
Users organize the cards into predefined categories. You can give each person more cards. If people struggle to put some cards in places, then you may have to change your categories because you have missed something.

3.6 Prototyping

Using Balsamiq, you can develop a cheap prototype and then do a usability test to understand more about how your customers use your site.
Each usability test has three components:
  • Do your customers get the basic concept of your site?
  • Can they find stuff on your website?
  • Can they do stuff?
You should do a usability test with no more than 6 people. You can basically use anyone outside of your company.
The only exception is if your product has a target audience of either kids or elderly. Then, you’d want to use people from a specific demographic.

3.7 Usability Testing

There are two types of usability testing:
  • Facilitated usability testing — 1-on-1 in-person test with your customers. It’s better because you can ask follow-up questions.
  • Unfacilitated usability testing — remote testing that’s way easier to do.
The main information you should take from analytics is the drop off points.
Testing for low-traffic websites:
  1. Test close to the point of conversion.
  2. Use only a small number of variations.
  3. Always go for bigger changes.

4.1 Growth Channels:

  • SEM (Search Engine Marketing/ PPC)
  • SEO (Search Engine Optimization)
  • Social and Display Ads
  • Email Marketing
  • Communities (Reddit, Forums)
You shouldn’t be on all them. A better approach would be to identify the1–3 channels that work best for your business and go all-in on them.
Key Things Make a Good Growth Channel:
  • Excellent ROI
  • The ability to scale
If you’re currently making money, using a particular channel but the price of advertising is going up, it’s time to look for new and emerging channels.

4.2 Here’s What Google Looks at to Crawl Your Site Faster:

  • Domain authority — how your site compares to your peers.
  • Page authority — how well your site is set up for success.
  • Content schedule — the frequency at which you post content.
  • Popularity — a combination of site traffic, click-through rate and time on site.
Pursue keywords that are long-tail with low volume and higher intent to get the most out of SEO.

4.3 Keyword Research:

Overall steps of a keyword research process,
  1. Look at your competitors.
  2. Determine high search volume keywords.
  3. Prioritize content accordingly.

4.4 Content Gap Analysis:

Fundamental approach,
  1. Compare competitors’ strategies.
  2. Assess your current approach.
  3. Build a roadmap to reach your goals.

4.5 Tools for Keyword Research:

  1. Google Adwords Keyword Tool
  2. Moz Keyword Explorer
  3. Keyword Tool
  4. Ahrefs
  5. Bright Edge
  6. Scream Frog
Two reasons why search engines use links:
  1. To discover web pages.
  2. To determine how a page rank in SERP.

4.6 Tips for Building High-Quality Backlinks:

  1. Seek links from quality, established sites like Forbes.
  2. Be relevant to your industry.
Each page title should have:
  • A targeted keyword on the page.
  • A brand or a company name.
The meta descriptions should increase clarity and click-through rate because a higher click-through rate improves your SEO rating.
On the other hand, the website URL has to be structured and needs to include the target keyword. Also, you should place the keyword in the image alt-text.
Two types of PPC campaigns:
  1. Awareness campaigns
  2. Lead gen campaigns

5. Research and Testing

5.1 Three Things to Measure for Our Optimization Process:

The effectiveness of the changes.
  1. The cost of optimization.
  2. The speed of experimentation.
“If you can’t describe what you’re doing as a process, you don’t know what you’re doing.” — William Denning.

5.2 A Good Optimization Process Shows You:

  • What the problems are?
  • Why this is a problem?
  • Where the problems are?
  • How to turn this problem into a test hypothesis?
  • How to prioritize instant fixes?
The foundation of your business should be conversion research.
Better data is everything that answers specific business questions.

5.3 Peep Laja’s 6-Step Optimization Process:

Step 1: Technical Analysis
Here you should ask yourself questions like:
  • Which devices?
  • Which pages are slow?
  • Is shit broken?
  • Where?
  • Which browsers?
Step 2: Heuristic Analysis
Ask yourself the following questions:
  1. Is this relevant to the user?
  2. Is this clear to the user?
  3. How does it impact the motivation of the user?
  4. Is there any friction?
Step 3: Digital Analytics
Questions to ask yourself:
  • Where are the leaks?
  • Which segments?
  • What are users doing?
  • Which actions correlate with higher conversions?
  • How many different ways are there to achieve our goals?
Step 4: Mouse Tracking and Form Analysis
Ask yourself the following:
  • Where do they click?
  • How far down they scroll?
  • What are the differences between devices?
  • Do we have session replays?
Step 5: Qualitative Surveys
Here, you should ask yourself these questions:
  • Which problems are they solving?
  • How are they deciding?
  • What’s holding them back?
  • What else do they want to know?
Step 6: User Testing
Ask the following questions:
  • What’s difficult to understand?
  • What’s difficult to do?
  • What goes wrong?
That is it, this is the learnings from CXL institute modules on Growth Marketing and Optimization.
Next week let’s deep dive into the importance of User Centric marketing.
Stay Curious,

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