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The Duct Tape Marketing Podcast with Steve Oriola
In this episode of the Duct Tape Marketing Podcast, I interview Steve Oriola, CEO of Unbounce. Steve Oriola is a tenured CEO with over two decades of experience scaling dynamic B2B SaaS platforms, including Act!, Constant Contact, Pipedrive, and Julius. He recently led Unbounce through the acquisition of Insightly CRM, in which the two companies effectively merged.
We discuss the findings of a recent benchmark report on CONVERSION RATES. That’s right—we tried to get rid of email, but it looks like it has entered the chat again.
Our conversation covers the importance of simplified copy, the enduring effectiveness of email marketing, the dynamics of mobile versus desktop conversions, and the rise of Instagram as a leading platform for conversions. We also cover the significance of writing at (if you can believe it) a lower grade level for better engagement, the nuances of industry-specific language, and the role of conversion-rate optimization in marketing strategies.
Key Takeaways:
- Complex copy is significantly hurting conversion rates. Although industry-specific language complexity can vary, simplified language resonates better with audiences today.
- Email remains the highest converting channel despite the rise of other platforms.
- Mobile traffic is high, but desktop conversions are still more substantial.
- Instagram is outperforming Facebook in terms of conversion effectiveness.
- Adopting a mobile-first design strategy is crucial for success.
- Benchmark reports can provide valuable insights for businesses.
- Testing multiple variants is essential for optimizing conversion rates.
Chapters
[00:00] Introduction to Unbounce and Steve Oriola
[03:58] Email’s Enduring Effectiveness in Conversion
[05:59] Mobile vs. Desktop: Conversion Insights
[09:32] Writing at a Fifth to Seventh-Grade Level
[11:43] Industry-Specific Language Complexity in Conversion
[13:59] Using Benchmark Reports for Industry Insights
[16:32] Integrating Insightly with Unbounce
[18:58] Capturing and Retaining Attention in Marketing
More About Steve Oriola
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ActiveCampaign, Steve Oriola