📝 From The Blogs
Do you have forms on your website? Just kidding, of course you do. But when was the last time you thought about how to optimize them? Fieldboom did some great CRO analysis of number of fields, common fields, type, and more. 74 of the 100 analyzed SaaS companies had a captcha, despite captchas being notorious for causing conversion rates to fall by up to 73%. It's not surprising to me that marketers are not putting much considering into the forms on their websites. I suspect more and more will join Drift's #noforms movement and ditch them altogether.
Val makes the complex look simple. There are like a thousand takeaways from this tear-down but the one I'll probably remember forever is this: no matter what seems obvious, easily understood, or in plain sight, you can't assume anything in marketing. Val went looking for a resource on a Statement of Work and clicked on a search engine result from Shopify. Unbeknownst to her, she had just swapped something from the Shopify Partner Blog. After receiving several seemingly random and irrelevant emails, she went back and realized why she was receiving so much information about the Shopify Partner program. There were plenty of clues, but she wasn't looking for those clues. Never. Assume. Anything. Go through the work to provide a consistent and relevant experience every time.
Buzzsumo is one of my favorite tools to find great content ideas. Ahrefs is my go-to SEO tool, but Buzzsumo allows you to get much more granular and creative with your content ideas. Discover new opportunities, find commonalities between highly shared posts, analyze competitors' content, find influencers, and much more. Buzzsumo is one of the best tools for building relationships with people who will help you share your content and get it in front of the right readers.
(I'm not an affiliate for either of these tools)
Des Traynor (Intercom), Andrew Chen (Andreessen Horowitz), Rachel Hepworth (Slack), Sean Ellis (GrowthHackers), Karen Peacock (Intercom), Casey Winters (Pinterest), Shaun Clowes (Atlassian) teamed up to write about six components of growth: acquisition, activation, retention, monetization, optimization, and measurement. All I can say is wow. Intercom doesn't mess around.