[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fisabel-nunez-lopez":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":176,"head_links":177,"breadcrumbs":164,"posts":181,"pages":159,"head":1408},"Isabel Nunez-Lopez","","I'm a Senior Digital Experience Specialist here at Impression. I’m responsible for leading and delivering strategies for our clients to maximise their traffic and improve conversion rates. Find me at the Climbing Depot or gym if I’m feeling healthy, or watching Netflix on the sofa if I’m not.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FIsabel-Nunez-Lopez.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":10,"full_bio":11,"specialist_service_links":12,"photo":29,"page_content_modules":85,"hero":160},"Senior Digital Experience Specialist","\u003Cp>Senior Digital Experience Specialist. Joined Impression in April 2023.\u003C\u002Fp>\n\u003Cp>Before joining Impression I was a CRO specialist at Boots, where I’d been for almost 8 years, starting in e-commerce in 2015, and moving into digital optimisation and CRO later on. I got into CRO whilst studying digital marketing at uni and found I loved the blend of digital strategy and creativity. After almost 8 years in-house I’ve made the switch to agency side with Impression and am excited to be working with clients across different industries and sectors.\u003C\u002Fp>\n\u003Cp>I’m responsible for leading and delivering strategies for our clients to maximise their traffic and improve conversion rates. This includes website analysis, hypothesis creation, test planning and prioritising, user research, UX design, A\u002FB testing and reporting.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nCompleting my digital marketing degree with 1st class honours whilst working full time. Whilst studying I was able to expand my knowledge of a variety of marketing disciplines including CRO, strategy, optimisation and campaign planning.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nFind me at the Climbing Depot or gym if I’m feeling healthy, or watching Netflix on the sofa if I’m not. I also love eating out, live music and am partial to a wine tasting here and there.\u003C\u002Fp>\n",[13],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},24873,"98","2023-09-19 15:41:00","Digital Experience","publish","closed","digital-experience","2026-09-25 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Nunez-Lopez’s posts",{"data":91,"pages":159},[92,112,124,134,149],{"type_key":93,"title":94,"excerpt":95,"to":96,"postedAt":97,"readingTime":98,"image":99,"authors":100,"category":109},"post","Impression Picks – Digital Marketing Roundup May 2024","\u003Cp>Welcome to May’s edition of Impression Picks. This digital marketing roundup serves as some food for thought, brought to you by Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, share a helpful insight and explore a campaign that’s caught our attention. Article: Success in ecommerce requires more than […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-picks-digital-marketing-round-may-2024\u002F","2024-06-03T09:09:25",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fpexels-cottonbro-3944405.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[101,104,107],{"name":102,"image":103},"Rebecca Edwards","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":105,"image":106},"Alex Kadukova","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":4,"image":108},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F07\u002FIsabel-Nunez-Lopez.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":110,"name":111},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type_key":93,"title":113,"excerpt":114,"to":115,"postedAt":116,"readingTime":117,"image":118,"authors":119,"category":121},"Boosting Paid Media efficiency through UX Design","\u003Cp>Paid Media is an essential part of any performance strategy but how can you best identify inefficiencies and get more out of your current paid traffic? Making the case for UX Design A successful paid advert will be in the right place, at the right time, targeting the right audience, with the right message. Paid […]\u003C\u002Fp>\n","\u002Fblog\u002Fboosting-paid-media-efficiency-through-ux-design\u002F","2024-03-13T14:48:15",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Fjosh-riemer-YW11AF7Jjto-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[120],{"name":4,"image":108},{"to":122,"name":123},"\u002Fblog\u002Fcategory\u002Fcro\u002F","CRO",{"type_key":93,"title":125,"excerpt":126,"to":127,"postedAt":128,"readingTime":129,"image":130,"authors":131,"category":133},"Landing page design: Examples & insights from psychology","\u003Cp>In the ever-changing realm of digital marketing, optimising your landing pages can feel like an intimidating task.  In this blog, we’ll cover the different types of landing pages, how you can optimise them using behavioural science tools and look at some examples of different landing pages. If you’d like more info on how our digital […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-to-design-a-landing-page\u002F","2023-11-23T16:52:12",13,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002Famper-FvpVY7TpwNY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[132],{"name":4,"image":108},{"to":122,"name":123},{"type_key":93,"title":135,"excerpt":136,"to":137,"postedAt":138,"readingTime":98,"image":139,"authors":140,"category":148},"Impression Picks – Digital marketing roundup for November 2023","\u003Cp>Welcome to November’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month. This month features thoughts from our strategy team, including; Digital Experience Specialist, Yussuf Aamer, […]\u003C\u002Fp>\n","\u002Fblog\u002Fimpression-picks-digital-marketing-roundup-for-november-2023\u002F","2023-12-13T11:42:27","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-picks-nov-2023.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[141,144,147],{"name":142,"image":143},"Zoe Le","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":145,"image":146},"Ben Ross","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FIDc7eDzT-Ben-Ross.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":4,"image":108},{"to":110,"name":111},{"type_key":93,"title":150,"excerpt":151,"to":152,"postedAt":153,"readingTime":154,"image":155,"authors":156,"category":158},"How to leverage social proof to build trust with users","\u003Cp>To harness the power of customer trust, we must understand the phenomenon of social proof; the principle where individuals rely on the actions of others as an indicator of what is socially acceptable, correct or desirable. What is social proof? Social proof, in the context of conversion rate optimisation, refers to content that showcases evidence […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-to-leverage-social-proofing-to-improve-trust\u002F","2023-07-11T12:36:17",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Ftowfiqu-barbhuiya-0ZUoBtLw3y4-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[157],{"name":4,"image":108},{"to":122,"name":123},"1",{"type":161,"style":162,"title":163,"heading":4,"intro":11,"services":12,"breadcrumbs":164,"photo":47,"social":176},"author","dark","Meet the Team",[165,168,171,174],{"path":166,"name":167},"\u002F","Home",{"path":169,"name":170},"\u002Fabout\u002F","About Us",{"path":172,"name":173},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":175,"name":4},null,{"twitter":5,"linkedin":5},[178],{"rel":179,"href":180},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fisabel-nunez-lopez\u002F",[182,582,779,966,1225],{"id":183,"date":184,"date_gmt":184,"guid":185,"modified":97,"modified_gmt":97,"slug":187,"status":19,"type":93,"link":96,"title":188,"content":189,"excerpt":192,"author":193,"featured_media":194,"comment_status":20,"ping_status":20,"sticky":191,"template":5,"format":195,"meta":196,"categories":198,"collections":200,"coauthors":201,"class_list":205,"acf":213,"head_links":214,"breadcrumbs":215,"url_path":96,"search_description":222,"featured_image_urls":223,"authors":258,"type_nicename":354,"reading_minutes":98,"category":355,"yoast_title":197,"yoast_meta":357,"yoast_json_ld":411,"_links":533},28849,"2024-05-31T08:35:54",{"rendered":186},"\u002F?p=28849","impression-picks-digital-marketing-round-may-2024",{"rendered":94},{"rendered":190,"protected":191},"\n\u003Cp>Welcome to May’s edition of Impression Picks. This digital marketing roundup serves as some food for thought, brought to you by Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, share a helpful insight and explore a campaign that’s caught our attention.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#article-success-in-ecommerce-requires-more-than-a-smooth-experience-it-requires-a-brand\">Article: Success in ecommerce requires more than a smooth experience. It requires a brand.\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#insight-retail-media-the-fastest-growing-channel-for-2024\">Insight: Retail Media: The fastest growing channel for 2024?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#campaign-the-capital-one-uk-transparent-billboard-clever-brand-awareness-or-effective-education-on-repricing\">Campaign: The Capital One UK Transparent Billboard - Clever Brand Awareness or Effective Education on Repricing?\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"article-success-in-ecommerce-requires-more-than-a-smooth-experience-it-requires-a-brand\">Article: Success in ecommerce requires more than a smooth experience. It requires a brand.\u003C\u002Fh2>\n\n\n\n\u003Cp>Customer experience is important, but the problem for high street retailers rushing to ecommerce may be higher up the funnel.\u003C\u002Fp>\n\n\n\n\u003Cp>There’s a lot written about the ‘customer experience’ in ecommerce, and it’s totally valid and a key factor of a successful ecommerce business. However, this stuff is still comparatively new for many brands, not to mention shoppers, and it can be very complicated.\u003C\u002Fp>\n\n\n\n\u003Cp>With so many options available, a seamless online shopping experience is no longer enough to guarantee success. Many retail brands aren’t strong enough to thrive online.\u003C\u002Fp>\n\n\n\n\u003Cp>Of course, experience is important. Retailers selling online need to get product discovery right, especially when they have a large product range. Conversion is important, too, meaning ease of purchase. And fulfilment and customer service are potentially the most frustrating parts of the whole journey; they need to be predictable and, preferably, swift.\u003C\u002Fp>\n\n\n\n\u003Cp>If retailers don’t nail these practical elements of ecommerce they will either lose orders on their website, or lose customers’ trust and their future orders.\u003C\u002Fp>\n\n\n\n\u003Cp>But, the experience part may be commoditised over time. For example, recommendation engines and dynamic merchandising are getting easier to ‘plug in’ to ecommerce platforms. So the best way to compete and ensure longevity is through building a brand and making sure the brand is stamped all over the ecommerce experience.\u003C\u002Fp>\n\n\n\n\u003Cp>In summary, ecommerce brands need to focus on three core factors to succeed:\u003C\u002Fp>\n\n\n\n\u003Cp>1. Look beyond just a smooth experience: While a seamless experience is important, it’s becoming standard. Build a strong brand to differentiate yourself.\u003C\u002Fp>\n\n\n\n\u003Cp>2. Prioritise core functions: Ensure product discovery, conversion optimisation, fulfilment, and customer service are excellent. These are crucial for trust and avoiding lost sales.\u003C\u002Fp>\n\n\n\n\u003Cp>3. Invest in brand building: Brand is your long-term advantage. Create a strong brand identity and weave it throughout the ecommerce experience for lasting customer connection.\u003C\u002Fp>\n\n\n\n\u003Cp>Read the full article in Marketing Week \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.marketingweek.com\u002Fben-davis-success-ecommerce-requires-strong-brand\u002F\">here\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Cp>Article reviewed by Yussuf Aamer, Digital Experience Specialist at Impression. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"5980\" height=\"3900\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fpexels-olly-3769747.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28864\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"insight-retail-media-the-fastest-growing-channel-for-2024\">Insight: Retail Media: The fastest growing channel for 2024?\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>GroupM has predicted that retail media is going to be one of the fastest growing channels, growing by 16% this year, but what challenges lie ahead and how can you prepare to unlock its full potential?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>This isn’t the first time I’ve drawn attention to an article about retail media, and I highly doubt it will be the last. \u003C\u002Fp>\n\n\n\n\u003Cp>In a world where we’re facing the demise of cookies and increasing restrictions around data usage, retailer data can offer an opportunity to reach valuable audiences in a way that is lawful and efficient. \u003C\u002Fp>\n\n\n\n\u003Cp>As consumers, we all give data away to different types of retailers and as we continue to shop with them, they collect more and more data about our buying behaviours and is fast becoming a gold mine for brands – even those whose products aren’t sold in-store can benefit from reaching a desired audience set. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>As a snapshot, retail media is exciting because:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>The data is good quality data\u003C\u002Fstrong>: retailer data is consented, opted-in and first party.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Detailed insights & targeting\u003C\u002Fstrong>: Data segments can be used both for insights and targeting – beyond the retailers own channels\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>“Closed loop” measurement capabilities:\u003C\u002Fstrong> actual sales are recorded either in-store or online following exposure to an ad.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>However, while this all sounds like a complete dream for marketeers, there are always a few catches or rather challenges to overcome. \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Not everyone is ready:\u003C\u002Fstrong> Although many retailers want and are ready to monetise their data, this is not true for all. \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Consistent is key:\u003C\u002Fstrong> The dependencies sit on how their data is structured and what types of data can be available, which widely differ across the market. \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Data access:\u003C\u002Fstrong> The environments their data sits in can also be many and varied, which can represent a challenge for brands and agencies to be able to access in a simple and unified way.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Walls are being built:\u003C\u002Fstrong> Some larger retailers are also offering managed-service processes, walled-garden-style access to insights and “data plus media” packages to clients.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>The idea of retailer data is an exciting and evolving one, and because of that I’m not surprised to see predictions about it becoming one of the fastest growing channels just ahead of OOH and CTV – predicted to grow by 16% and 13% respectively. \u003C\u002Fp>\n\n\n\n\u003Cp>As a brand, it’s certainly an intriguing space to watch, and as media agencies, it will be interesting to see how a partnership with retailers can form in order to shape the future of this promising channel and to overcome the current challenges. \u003C\u002Fp>\n\n\n\n\u003Cp>If you’re curious to know more about the potential opportunities in the retail media space, I’d recommend giving \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.campaignlive.co.uk\u002Farticle\u002Funlock-true-value-retail-media\u002F1867733\">this article\u003C\u002Fa> and the original report a quick read.\u003C\u002Fp>\n\n\n\n\u003Cp>Insight provided by Rebecca Edwards, Senior Digital Strategist, Impression\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3900\" height=\"2195\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fpexels-emirkhan-bal-221704-953864.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28865\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"campaign-the-capital-one-uk-transparent-billboard-clever-brand-awareness-or-effective-education-on-repricing\">Campaign: The Capital One UK Transparent Billboard – Clever Brand Awareness or Effective Education on Repricing?\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Brand Awareness vs. Raising Awareness of Repricing\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Capital One UK’s Credit Made Clearer campaign is undeniably clever. The striking see-through billboard, which popped up in London’s Victoria Station just last month, effectively conveys the key message of transparency, capturing attention and engaging viewers through visual storytelling. The credit card provider has leveraged this unique OOH experience in a bid to highlight the concept of APR repricing, raising awareness about a relatively unknown issue among consumers, and making it a memorable and impactful initiative.\u003C\u002Fp>\n\n\n\n\u003Cp>However, while the campaign succeeds in creating brand awareness, there is a valid question as to whether it accomplishes its self-proclaimed goal of specifically raising awareness about repricing. The campaign emphasises the lack of transparency around APR repricing through its innovative advertising, but it is important to evaluate its effectiveness in educating consumers about the potential increased borrowing costs.\u003C\u002Fp>\n\n\n\n\u003Cp>Capital One UK’s research reveals that only 51% of applicants are required to be offered the representative APR, leaving the remaining 49% susceptible to potentially higher rates. This lack of transparency can result in consumers receiving higher interest rates than anticipated when applying for credit. Furthermore, Capital One UK’s findings show that over 1 in 10 adults have experienced receiving a higher interest rate than the representative APR they initially applied for, shedding light on the issue of repricing and its financial impact on consumers.\u003C\u002Fp>\n\n\n\n\u003Cp>Despite these insights, the campaign itself does not provide extensive information on repricing or delve into the intricacies of APR calculations. It is important to consider whether this billboard is then sufficient to create a comprehensive understanding of repricing within the broader context of credit products, especially where no call-to-action is featured within the advertising efforts.\u003C\u002Fp>\n\n\n\n\u003Cp>To truly achieve its goal of raising awareness about repricing, Capital One UK could complement the Credit Made Clearer campaign with additional educational efforts. This could include providing more detailed information on repricing, APR calculations, and transparent pricing policies through, for example, a scannable QR code. By equipping consumers with a deeper understanding of the factors influencing borrowing costs, Capital One UK can empower them to make more informed financial decisions.\u003C\u002Fp>\n\n\n\n\u003Cp>In conclusion, the Capital One UK Transparent Billboard campaign is undoubtedly a clever and impactful marketing initiative that successfully raises brand awareness. However, when evaluating its effectiveness in achieving the self-proclaimed goal of raising awareness specifically about repricing, there is room for improvement through a more comprehensive educational approach.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.marketing-beat.co.uk\u002F2024\u002F04\u002F04\u002Fcapital-one-uk-campaign-credit\u002F\">Source: Marketing Beat\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>Campaign reviewed by Alex Kadukova, Senior Paid Social Strategist, Impression. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"5184\" height=\"3456\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002FoD8BAyKm-rupixen-Q59HmzK38eQ-unsplash.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28867\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity\"\u002F>\n\n\n\n\u003Cp>Have any further questions? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch!\u003C\u002Fa>\u003C\u002Fp>\n",false,{"rendered":95,"protected":191},153,28862,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":197,"_yoast_wpseo_metadesc":5,"inline_featured_image":191,"footnotes":5},"Impression Picks – Digital marketing roundup for May 2024 | Impression",[199],39,[],[202,203,204],225,219,258,[206,93,207,208,209,210,211,212],"post-28849","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing",[],[],[216,217,220,221],{"path":166,"name":167},{"path":218,"name":219},"\u002Fblog\u002F","Blog",{"path":110,"name":111},{"path":175,"name":94},"Welcome to May’s edition of Impression Picks. This digital marketing roundup serves as some food for thought, brought to you by Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, share a helpful insight and explore a campaign that’s caught our attention. Article: Success in ecommerce requires more than […]",{"thumbnail":224,"medium":226,"medium_large":228,"large":230,"1536x1536":234,"2048x2048":236,"post-thumbnail":238,"12_col":240,"default_landscape":242,"default_portrait":244,"6_col_and_margin_short":246,"11_col_and_margin":248,"9_col_rectangle":250,"11_col":252,"staff_image_696_600":254,"rectangular_thumbnail":256},{"url":99,"width":225,"height":225},640,{"url":227,"width":50,"height":50},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fpexels-cottonbro-3944405.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":229,"width":53,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fpexels-cottonbro-3944405.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":231,"width":232,"height":233},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fpexels-cottonbro-3944405.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",1892,1000,{"url":235,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fpexels-cottonbro-3944405.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":237,"width":62,"height":62},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fpexels-cottonbro-3944405.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":239,"width":65,"height":66},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fpexels-cottonbro-3944405.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":241,"width":68,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fpexels-cottonbro-3944405.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":243,"width":71,"height":45},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fpexels-cottonbro-3944405.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":245,"width":45,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fpexels-cottonbro-3944405.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":247,"width":65,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fpexels-cottonbro-3944405.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":249,"width":75,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fpexels-cottonbro-3944405.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":251,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fpexels-cottonbro-3944405.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":253,"width":80,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fpexels-cottonbro-3944405.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":255,"width":44,"height":45},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fpexels-cottonbro-3944405.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":257,"width":83,"height":84},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F06\u002Fpexels-cottonbro-3944405.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[259,303,346],{"id":260,"path":261,"display_name":102,"job_title":262,"description":263,"avatar_url":103,"acf":264},141,"\u002Fabout\u002Four-team\u002Frebecca-edwards\u002F","Account Director ","I'm an Account Director at Impression who helps clients create and deliver multi-channel strategies and advises them on the best decisions and tactics to help their business grow. I'm a big documentary binger who loves to try out new cooking recipes in my free time.",{"job_title":262,"full_bio":265,"specialist_service_links":266,"photo":277},"\u003Cp>Account Director. Joined Impression in January 2023 .\u003C\u002Fp>\n\u003Cp>I’ve been working in the marketing industry for 7+ years and in that time I’ve worked both agency and in-house. Agency side, I’ve had varied digital marketing experience, from starting out as a digital copywriter to being the head of digital marketing, overseeing a team of marketing specialists for a range of B2C and B2B clients.\u003C\u002Fp>\n\u003Cp>I’ve been lucky to have worked on channel-specific projects such as SEO, PPC, email, social, web and print projects but more recently I’ve been specialising in digital strategy, audits and campaign plans.\u003C\u002Fp>\n\u003Cp>I’ll be working with clients to create and deliver their multi-channel strategies, understanding and consulting on the best decisions and tactics to grow their business. This includes working with the solutions team to gather data and turn trends and insights into actionable plans.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m proud of:\u003C\u002Fb>\u003Cbr \u002F>\nMy gingerbread and butter pudding – Nigella eat your heart out! Or, (more seriously) buying my first property by myself.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003C\u002Fb>\u003Cbr \u002F>\nGoing to new places, reading, trying new recipes, binging a good documentary, getting crafty, but most likely eating and drinking!\u003C\u002Fp>\n",[267],{"page":268,"link_text":271},{"ID":269,"post_author":16,"post_date":270,"post_date_gmt":270,"post_content":5,"post_title":271,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":272,"to_ping":5,"pinged":5,"post_modified":273,"post_modified_gmt":273,"post_content_filtered":5,"post_parent":274,"guid":275,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":276},108,"2020-12-16 14:36:55","Digital Marketing Strategy","strategy","2025-10-29 17:34:16",33,"\u002F?page_id=108","\u002Fdigital-marketing\u002Fstrategy\u002F",{"ID":278,"id":278,"title":279,"filename":280,"filesize":281,"url":282,"link":283,"alt":5,"author":36,"description":5,"caption":5,"name":284,"status":38,"uploaded_to":23,"date":285,"modified":285,"menu_order":23,"mime_type":40,"type":41,"subtype":42,"icon":43,"width":44,"height":45,"sizes":286},33336,"Rebecca-Edwards","Rebecca-Edwards.png",436411,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&q=90","\u002Frebecca-edwards-4\u002F","rebecca-edwards-4","2025-05-29 12:02:48",{"thumbnail":287,"thumbnail-width":48,"thumbnail-height":48,"medium":288,"medium-width":50,"medium-height":51,"medium_large":289,"medium_large-width":53,"medium_large-height":54,"large":290,"large-width":56,"large-height":57,"1536x1536":291,"1536x1536-width":59,"1536x1536-height":60,"2048x2048":292,"2048x2048-width":62,"2048x2048-height":63,"post-thumbnail":293,"post-thumbnail-width":65,"post-thumbnail-height":66,"12_col":294,"12_col-width":68,"12_col-height":69,"default_landscape":295,"default_landscape-width":71,"default_landscape-height":45,"default_portrait":296,"default_portrait-width":45,"default_portrait-height":71,"6_col_and_margin_short":297,"6_col_and_margin_short-width":65,"6_col_and_margin_short-height":69,"11_col_and_margin":298,"11_col_and_margin-width":75,"11_col_and_margin-height":69,"9_col_rectangle":299,"9_col_rectangle-width":77,"9_col_rectangle-height":78,"11_col":300,"11_col-width":80,"11_col-height":69,"staff_image_696_600":301,"staff_image_696_600-width":44,"staff_image_696_600-height":45,"rectangular_thumbnail":302,"rectangular_thumbnail-width":83,"rectangular_thumbnail-height":84},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FRebecca-Edwards.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",{"id":304,"path":305,"display_name":105,"job_title":306,"description":307,"avatar_url":106,"acf":308},132,"\u002Fabout\u002Four-team\u002Falex-kadukova\u002F","Senior Paid Social Strategist","I'm a Senior Paid Social Strategist at Impression, having previously worked in the beauty industry. I’m classically trained on the piano and am fluent in 3 languages!",{"job_title":306,"full_bio":309,"specialist_service_links":310,"photo":321},"\u003Cp>Joined Impression in September 2022.\u003C\u002Fp>\n\u003Cp>Before I discovered my love for the world of marketing, I worked in the beauty industry assisting backstage at photoshoots and events like London Fashion week. I first dipped my toe into marketing by producing organic social content and visual merchandising – I loved it!\u003C\u002Fp>\n\u003Cp>The following couple of years found me working in-house for a major fashion company as a Paid Media Executive, focusing primarily on Meta and spearheaded testing for vertical video ads on Snapchat and TikTok. Later I became a Paid Social Specialist at an international lead-generation agency, which rekindled my love for working with clients. However, I wanted to explore more into ecommerce and retail which has lead me to Impression!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>I’m classically trained on the piano and am fluent in 3 languages, with hopes to become fluent in 2 more in the near future!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>You’ll usually find me hanging out with my cat watching horror movies, jamming out (do people still say that?) to heavy metal at various gigs in London or reading books on the occult by candlelight. I also love to bake!\u003C\u002Fp>\n",[311],{"page":312,"link_text":315},{"ID":313,"post_author":16,"post_date":314,"post_date_gmt":314,"post_content":5,"post_title":315,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":316,"to_ping":5,"pinged":5,"post_modified":317,"post_modified_gmt":317,"post_content_filtered":5,"post_parent":318,"guid":319,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":320},233,"2020-12-21 13:00:55","Paid Social","paid-social","2026-01-13 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Paid media campaigns excel at \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Fnorse-atlantic-airways-traffic-driving\u002F\">driving traffic\u003C\u002Fa> to your website, acquiring users in a short space of time. This presents an ideal opportunity for your audience to learn about your brand and for you to learn about your audience. Your website needs to be the perfect environment to collect data and behavioural insights without depending on third-party platforms and their tracking capabilities, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fgoogle-delays-the-ban-of-third-party-cookies-to-late-2024\u002F\">as these processes will soon become redundant.\u003C\u002Fa> \u003C\u002Fp>\n\n\n\n\u003Cp>Once a user is on your site, you only have seconds to grab their attention and get them interested, and UX tactics can help you quickly gain trust, brand recognition and retention. However, driving traffic through paid advertising is just the beginning of a journey of persuasion, nurture and influence.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-ux-research-benefits-your-paid-media-strategy\">\u003Cstrong>How UX research benefits your Paid Media strategy\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fuser-research\u002F\">UX research\u003C\u002Fa> enables you to go beyond basic demographics by delving into quantitative and qualitative data. By conducting UX research, you gain a richer understanding of your target audience and their behaviours. User interviews and surveys unveil their motivations, pain points, and preferred content formats. Clickmaps analysis and heatmaps, such as \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.hotjar.com\u002F\">hotjar\u003C\u002Fa>, provide a visual tour of their journey, highlighting friction points and areas for optimisation. These insights empower you to create:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"laser-focus-targeting\">\u003Cstrong>Laser-focus targeting\u003C\u002Fstrong> \u003C\u002Fh3>\n\n\n\n\u003Cp>Craft messaging that resonates with specific user segments based on their needs and preferences. Imagine your ads speaking directly to their pain points, offering solutions they genuinely need. This targeted approach leads to higher click-through rates and reduces ad spend on irrelevant audiences.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"personalised-creative-landing-pages\">\u003Cstrong>Personalised creative & landing pages\u003C\u002Fstrong> \u003C\u002Fh3>\n\n\n\n\u003Cp>Ditch generic ad copy and bland \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-design-a-landing-page\u002F\">landing pages\u003C\u002Fa>. UX research informs you what kind of visuals, language, and offers captivate your audience. Constantly refining your approach based on new data points and insights for maximum engagement.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"frictionless-conversion-flow\">\u003Cstrong>Frictionless conversion flow\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Imagine users seamlessly navigating your website, guided by intuitive design and clear calls to action. UX research helps identify and eliminate confusing elements, streamlining the conversion process. This translates to fewer abandoned carts and higher conversion rates, directly impacting your campaign’s ROI.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"joint-experimentation\">\u003Cstrong>Joint experimentation \u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Optimising paid media campaigns solely based on intuition and instinct has its limitations. While tinkering with keywords and bids yields incremental improvements, true leaps in efficiency and results require a more robust approach; joint experimentation.\u003C\u002Fp>\n\n\n\n\u003Cp>Combining in-platform experiments with on-site testing unlocks a goldmine of insights about your audience and their experience. Imagine seamlessly linking different ad variations to corresponding landing page layouts, calls to action, and even website content. This holistic approach empowers you to:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Challenge the status quo:\u003C\u002Fstrong> Go beyond \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fcro\u002Fab-testing\u002F\">A\u002FB testing\u003C\u002Fa> minor tweaks and explore bold hypotheses that could revolutionise your user experience. Test creative elements like interactive ads or personalised landing pages that dynamically adapt based on user data.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Uncover unexpected insights\u003C\u002Fstrong>: By observing how users interact with both your ads and your website, you gain a complete picture of their journey. Identify friction points, uncover hidden biases, and discover unexpected opportunities to add value to your audience.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Maximise returns: \u003C\u002Fstrong>By optimising every touchpoint, from the initial ad impression to the final conversion, you can significantly improve campaign performance and maximise your return on investment. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Of course, joint experimentation requires more planning and coordination. Integrating data sets, aligning teams, and managing the sheer volume of information can be challenging. However, the rewards far outweigh the initial complexity. By breaking down the silos between \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">paid media\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002F\">website optimisation\u003C\u002Fa>, you unlock a world of data-driven insights and pave the way for optimised touchpoints that all feel part of the same brand experience.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"humanising-the-metrics\">\u003Cstrong>Humanising the metrics\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>CPMs, CTRs, CPAs, ROAS and CVRs are among many metrics that a typical performance dashboard might include. While they’re crucial data points, it’s easy to overlook the fact that each metric represents a real person, with unique challenges, experiences, and desires. Focusing solely on numerical optimisation misses the bigger picture – which is understanding the people you’re targeting.\u003C\u002Fp>\n\n\n\n\u003Cp>This is where humanising metrics come in. It’s about moving beyond cold, hard numbers and embracing the emotional and psychological dimensions of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002Fbehavioural-science\u002F\">user behaviour\u003C\u002Fa>. By leveraging UX research, joint experimentation, and data analysis with an empathetic lens, you unlock a powerful understanding of your audience.\u003C\u002Fp>\n\n\n\n\u003Cp>The difference between an ad targeting a demographic and one that speaks directly to a user’s aspirations is a big one. Instead of generic messaging, consider the young professional desperately seeking a fulfilling career path. Your ad could offer relevant resources and highlight how your product\u002Fservice empowers them. This shift from “selling” to “connecting” fosters engagement and builds trust, leading to better results.\u003C\u002Fp>\n",{"rendered":114,"protected":191},27416,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":594,"_yoast_wpseo_metadesc":595,"inline_featured_image":191,"footnotes":5},"Boosting Paid Media efficiency through UX Design | Impression","Paid Media is an essential part of any performance strategy but how can you best identify inefficiencies and get more out of your current paid traffic?",[597,598],55,36,[],[204],[602,93,207,208,209,210,211,603,604],"post-27394","category-cro","category-paid-social",[],[],[608,609,610,611],{"path":166,"name":167},{"path":218,"name":219},{"path":122,"name":123},{"path":175,"name":113},{"thumbnail":613,"medium":614,"medium_large":616,"large":618,"1536x1536":620,"2048x2048":622,"post-thumbnail":624,"12_col":626,"default_landscape":628,"default_portrait":630,"6_col_and_margin_short":632,"11_col_and_margin":634,"9_col_rectangle":636,"11_col":638,"staff_image_696_600":640,"rectangular_thumbnail":642},{"url":118,"width":225,"height":225},{"url":615,"width":50,"height":50},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Fjosh-riemer-YW11AF7Jjto-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=133&q=90&w=200",{"url":617,"width":53,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Fjosh-riemer-YW11AF7Jjto-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=512&q=90&w=768",{"url":619,"width":232,"height":233},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Fjosh-riemer-YW11AF7Jjto-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":621,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Fjosh-riemer-YW11AF7Jjto-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1024&q=90&w=1536",{"url":623,"width":62,"height":62},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Fjosh-riemer-YW11AF7Jjto-unsplash.jpg?auto=compress%2Cformat&fit=scale&h=1365&q=90&w=2048",{"url":625,"width":65,"height":66},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Fjosh-riemer-YW11AF7Jjto-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":627,"width":68,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Fjosh-riemer-YW11AF7Jjto-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":629,"width":71,"height":45},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Fjosh-riemer-YW11AF7Jjto-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":631,"width":45,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Fjosh-riemer-YW11AF7Jjto-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":633,"width":65,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Fjosh-riemer-YW11AF7Jjto-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":635,"width":75,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Fjosh-riemer-YW11AF7Jjto-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":637,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Fjosh-riemer-YW11AF7Jjto-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":639,"width":80,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Fjosh-riemer-YW11AF7Jjto-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":641,"width":44,"height":45},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Fjosh-riemer-YW11AF7Jjto-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":643,"width":83,"height":84},"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F02\u002Fjosh-riemer-YW11AF7Jjto-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[645],{"id":193,"path":347,"display_name":4,"job_title":10,"description":6,"avatar_url":108,"acf":646},{"job_title":10,"full_bio":11,"specialist_service_links":647,"photo":650},[648],{"page":649,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},{"ID":30,"id":30,"title":31,"filename":32,"filesize":33,"url":34,"link":35,"alt":5,"author":36,"description":5,"caption":5,"name":37,"status":38,"uploaded_to":23,"date":39,"modified":39,"menu_order":23,"mime_type":40,"type":41,"subtype":42,"icon":43,"width":44,"height":45,"sizes":651},{"thumbnail":47,"thumbnail-width":48,"thumbnail-height":48,"medium":49,"medium-width":50,"medium-height":51,"medium_large":52,"medium_large-width":53,"medium_large-height":54,"large":55,"large-width":56,"large-height":57,"1536x1536":58,"1536x1536-width":59,"1536x1536-height":60,"2048x2048":61,"2048x2048-width":62,"2048x2048-height":63,"post-thumbnail":64,"post-thumbnail-width":65,"post-thumbnail-height":66,"12_col":67,"12_col-width":68,"12_col-height":69,"default_landscape":70,"default_landscape-width":71,"default_landscape-height":45,"default_portrait":72,"default_portrait-width":45,"default_portrait-height":71,"6_col_and_margin_short":73,"6_col_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e":426,"@id":532,"url":8,"contentUrl":8,"caption":4},{"self":742,"collection":747,"about":749,"author":751,"replies":753,"version-history":756,"predecessor-version":760,"wp:featuredmedia":764,"wp:attachment":767,"wp:term":770,"curies":777},[743],{"href":744,"targetHints":745},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F27394",{"allow":746},[539,540,541,542,543],[748],{"href":546},[750],{"href":549},[752],{"embeddable":88,"href":552},[754],{"embeddable":88,"href":755},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=27394",[757],{"count":758,"href":759},15,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F27394\u002Frevisions",[761],{"id":762,"href":763},27444,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F27394\u002Frevisions\u002F27444",[765],{"embeddable":88,"href":766},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F27416",[768],{"href":769},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=27394",[771,773,775],{"taxonomy":571,"embeddable":88,"href":772},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=27394",{"taxonomy":574,"embeddable":88,"href":774},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=27394",{"taxonomy":161,"embeddable":88,"href":776},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=27394",[778],{"name":580,"href":581,"templated":88},{"id":780,"date":781,"date_gmt":781,"guid":782,"modified":128,"modified_gmt":128,"slug":784,"status":19,"type":93,"link":127,"title":785,"content":786,"excerpt":788,"author":193,"featured_media":789,"comment_status":20,"ping_status":20,"sticky":191,"template":5,"format":195,"meta":790,"categories":793,"collections":794,"coauthors":795,"class_list":796,"acf":798,"head_links":799,"breadcrumbs":800,"url_path":127,"search_description":792,"featured_image_urls":806,"authors":838,"type_nicename":354,"reading_minutes":129,"category":846,"yoast_title":791,"yoast_meta":848,"yoast_json_ld":876,"_links":928},25280,"2023-11-23T16:52:05",{"rendered":783},"\u002F?p=25280","how-to-design-a-landing-page",{"rendered":125},{"rendered":787,"protected":191},"\n\u003Cp>In the ever-changing realm of digital marketing, optimising your landing pages can feel like an intimidating task. \u003C\u002Fp>\n\n\n\n\u003Cp>In this blog, we’ll cover the different types of landing pages, how you can optimise them using behavioural science tools and look at some examples of different landing pages.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’d like more info on how our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-experience\u002F\">digital experience services\u003C\u002Fa> could help you optimise your website & landing pages, feel free to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#defining-a-landing-page\">Defining a landing page\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#different-types-of-landing-pages-based-on-search-intent\">Different types of landing pages based on search intent\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#informational\">Informational\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#navigational\">Navigational\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#commercial\">Commercial\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h4\">\u003Ca href=\"#transactional\">Transactional\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-psychology-involved-in-landing-pages\">The psychology involved in landing pages\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#attention\">Attention\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#memory\">Memory\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#anxiety\">Anxiety\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#loss-aversion-scarcity\">Loss aversion & scarcity\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#reciprocity\">Reciprocity\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#trust\">Trust\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#motivation\">Motivation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#landing-page-building-blocks\">Landing page building blocks\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#headlines-title-copy-the-hero-area\">Headlines & title copy - The Hero area\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#call-to-action\">Call-to-action\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#visual-cues\">Visual cues\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#copy\">Copy\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#video\">Video\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#imagery\">Imagery\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#design-and-layout\">Design and layout\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#research-experimentation\">Research & experimentation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#examples-of-effective-landing-pages\">Examples of effective landing pages\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#informational-headspace-meditation-for-work\">Informational - Headspace | Meditation for work\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#informational-ikea-how-to-create-three-workspaces-in-one-room\">Informational? - IKEA | How to create three workspaces in one room\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#navigational-asos-returns-form-page\">Navigational - ASOS returns form page\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#commercial-masterclass\">Commercial - Masterclass\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#commercial-google-pixel-comparison-page\">Commercial - Google Pixel Comparison page\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#transactional-lick-paint-product-page\">Transactional - Lick | Paint Product Page\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"defining-a-landing-page\">Defining a landing page\u003C\u002Fh2>\n\n\n\n\u003Cp>To start off, let’s take a look at what we mean by a landing page. A landing page, also known as a sales page or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fguide-to-squeeze-pages\u002F\">squeeze page\u003C\u002Fa> is a page on which a user lands after clicking on an ad from sources like paid social, PPC, email CTAs or any other form of link that leads them to a specific page on your website.\u003C\u002Fp>\n\n\n\n\u003Cp>Landing pages \u003Cstrong>should\u003C\u002Fstrong>:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Serve a single purpose\u003C\u002Fli>\n\n\n\n\u003Cli>Have a clear goal\u003C\u002Fli>\n\n\n\n\u003Cli>Be created with a specific audience in mind.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>That purpose could be to generate leads, deliver sales or provide information. Creating multiple landing pages that address different demographics with different needs will allow you to tailor your content to their specific requirements, as well as provide a unique focus for different marketing campaigns. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"different-types-of-landing-pages-based-on-search-intent\">Different types of landing pages based on \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fusing-search-intent-to-shape-a-content-strategy\u002F\">search intent\u003C\u002Fa>\u003C\u002Fh3>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"informational\">Informational\u003C\u002Fh4>\n\n\n\n\u003Cp>Informational landing pages usually come in the form of blogs or guides and are relevant when a user wants to know more about something. This type of page most often supports the awareness stage of the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Faida-model-and-digital-marketing\u002F\">conversion funnel\u003C\u002Fa>, albeit certain formats such as buying guides can lean more towards the interest and desire phases.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"navigational\">Navigational\u003C\u002Fh4>\n\n\n\n\u003Cp>Navigational landing pages are intended for a specific purpose. The user already knows what they’re after when searching (e.g. Facebook login or ASOS returns). The page could be in the form of a homepage, login page or contact page and should be available easily for users. \u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"commercial\">Commercial\u003C\u002Fh4>\n\n\n\n\u003Cp>A commercial landing page is most relevant when the user is closer to purchasing and should contain information on pricing and an option to buy, whether that is different pricing options for a service or a product page.\u003C\u002Fp>\n\n\n\n\u003Cp>Commercial pages are a little harder to pin down as they are somewhere between informational and transactional, the user might need more information and want to compare pricing or product options.\u003C\u002Fp>\n\n\n\n\u003Ch4 class=\"wp-block-heading\" id=\"transactional\">Transactional\u003C\u002Fh4>\n\n\n\n\u003Cp>A transactional page should support the conversion journey. This could be purchasing a product, filling in a form or signing up for a free trial. On a transactional page, we should aim to reduce distraction and anxiety and increase clarity and value to motivate the user to convert.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-psychology-involved-in-landing-pages\">\u003Cstrong>The psychology involved in landing pages\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>An interesting challenge that marketers face is how to effectively influence user behaviour. Using psychology to influence the actions of users is becoming more critical in today’s noisy digital landscape filled with adverts and marketing campaigns fighting for user attention. \u003C\u002Fp>\n\n\n\n\u003Cp>Being aware of how the page performs from a behavioural science standpoint means we can optimise more effectively. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"attention\">Attention\u003C\u002Fh3>\n\n\n\n\u003Cp>A landing page should serve a single purpose, and aim to keep distractions and noise to a minimum to keep the user’s attention.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"memory\">Memory\u003C\u002Fh3>\n\n\n\n\u003Cp>The human brain can only retain up to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fuxplanet.org\u002Fdesigning-for-human-memory-a2cdc0b6a75a\">7 (+-2) pieces of information\u003C\u002Fa> at once. An overload of information for a user to retain can result in choice paralysis, overwhelm and avoidance of making a decision which will impact the performance of your page.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"anxiety\">Anxiety\u003C\u002Fh3>\n\n\n\n\u003Cp>People like to feel in control, especially when purchasing. Consider if anything could be causing uncertainty or anxiety on your landing page.  For example, ensuring your CTA message tells the user what will happen when they click reduces uncertainty.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"loss-aversion-scarcity\">Loss aversion & scarcity\u003C\u002Fh3>\n\n\n\n\u003Cp>Also known as FOMO (fear of missing out). As humans, we value not losing something or missing out and will do anything in our power to avoid it. Using messaging to drive urgency or a sense of scarcity (e.g. Only X number of items left in stock) can trigger this FOMO response.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"reciprocity\">Reciprocity\u003C\u002Fh3>\n\n\n\n\u003Cp>The principle of giving in exchange for receiving. This is particularly powerful when it comes to sharing personal information. Unless users feel like they are getting something in return (e.g. a freebie) they will be more reluctant to part with their details.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"trust\">Trust\u003C\u002Fh3>\n\n\n\n\u003Cp>For users to engage with your product or service, trust is crucial. You must provide genuine evidence to build that trust. Reviews, user-generated content, awards and testimonials are good ways to show your legitimacy.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"motivation\">Motivation\u003C\u002Fh3>\n\n\n\n\u003Cp>Essentially we want to push the user through the journey by motivating them to do so, this could be through a loud urgency message or something as subtle as a green tick when a user types their details into a form.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"landing-page-building-blocks\">\u003Cstrong>Landing page building blocks\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"headlines-title-copy-the-hero-area\">Headlines & title copy – The Hero area\u003C\u002Fh3>\n\n\n\n\u003Cp>The headline should be powerful and give the reader the most relevant context for the page (e.g. the title for a commercial landing page is likely to be different to informational). It should be short, memorable, and motivate the user to stay.\u003C\u002Fp>\n\n\n\n\u003Cp>A subheadline to complement the headline – If the headline grabs the user’s attention, then the subheadline should make them stay. It should take the opportunity to go into more detail about the offer at hand.\u003C\u002Fp>\n\n\n\n\u003Cp>A small paragraph to further promote the offer – This is a great opportunity to elaborate on what’s on offer in a nutshell. Bullet points or statistical data are a bonus.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Supporting image or video\u003C\u002Fstrong> – Visual content is an essential component of landing pages. The brain processes images 60,000 times faster than text, so users will be affected by the images on your landing page instantly. Focus on high-quality, relevant visuals that complement what you are selling.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Supporting proof elements\u003C\u002Fstrong> – Sometimes you need evidence to support your case, testimonials, customer logos, or security badges can help build trust and encourage users to convert.\u003C\u002Fp>\n\n\n\n\u003Cp>The importance of a good page title cannot be overstated. This is usually the first thing visitors will notice and is their first indicator as to whether your page serves their needs or not. Not only that but if your page is indexed, then your title will be one of the factors used to determine how well you rank in Google, as well as affecting how likely users are to click on your site\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"call-to-action\">Call-to-action\u003C\u002Fh3>\n\n\n\n\u003Cp>Usually, a button to click or a form to fill in is the most obvious element as it captures the conversion. It must be simple, clear and free of distractions. Limit the information that you need from the user to make leaving a few details simple.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"visual-cues\">Visual cues\u003C\u002Fh3>\n\n\n\n\u003Cp>Visual cues tell the user where to look. This could be in the form of arrows, colours, movement or icons. Universally recognised cues can also influence behaviour, for example, showing your Trust Pilot rating using the TrustPilot logo & stars sends a trust signal to the user.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"copy\">Copy\u003C\u002Fh3>\n\n\n\n\u003Cp>Throughout the page content, you should write in a tone that meets your brand voice, aiming to inform your potential customers without patronising them. Make sure to promote your USPs clearly, and include a consistent and engaging call-to-action scattered throughout the page.\u003C\u002Fp>\n\n\n\n\u003Cp>Breaking your content down into clear sections, or even simplifying it into bullet points will make your page much easier for users to digest, and reduce the risk of them bouncing off the page. It’s also important to ensure that your copy gets to the point you want to make fairly quickly, and doesn’t conflate this with other topics that ought to be served by separate pages.\u003C\u002Fp>\n\n\n\n\u003Cp>If you do want to mention additional things which don’t strictly fit the purpose of your specific page, link to a more relevant aspect of your site and gain the benefits of internal linking. This will also improve the user experience of your page and increase the likelihood of them staying on your site rather than going elsewhere.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Methods of contact\u003C\u002Fstrong> – Having a phone number or address can help clarify that your company is genuine. If a user is hesitant about converting, having a point of contact can ensure that users can choose to get in touch. Don’t overdo it though, links to social media accounts could distract the user away from converting!\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"video\">Video\u003C\u002Fh3>\n\n\n\n\u003Cp>If you have video assets at your disposal, these can be highly engaging and informative resources to include on your landing page. Giving potential customers an opportunity to see your product or service in action is the easiest way to demonstrate what you offer and for them to decide whether it suits their needs. In some cases, this has been shown to increase conversion by \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.wsiworld.com\u002Fresources\u002Finfographics\u002Fwhy-you-need-to-level-up-your-landing-pages\u002F\">as much as 86%\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Alternatively, depending on what you are promoting, it may be appropriate to use video as a lead generation tool. For example, someone selling e-learning content could offer free access to an introductory video for users who submit an email address. Collecting this data in a GDPR-compliant way means it can then be passed onto your sales team, who can reach out to these lukewarm prospects and convert them into paying customers.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>\u003Cem>Important note: think carefully before making any videos auto-play sound. While this may be intriguing to some users, it can also be incredibly annoying for others.\u003C\u002Fem>\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"imagery\">Imagery\u003C\u002Fh3>\n\n\n\n\u003Cp>Imagery is key to any landing page, regardless of the product or service on offer. It serves many purposes, including visualising the product on offer as well as breaking up chunks of copy. (As a general rule, avoid including walls of text on your landing pages anyway. But images provide a nice break for the eyes).\u003C\u002Fp>\n\n\n\n\u003Cp>Make sure to invest in some high-quality photos of what you’re selling, otherwise, your imagery could end up working against you. Be sure to include photos which convey quality, legitimacy, and value for money.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"design-and-layout\">\u003Cstrong>Design and layout\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcxl.com\u002Fblog\u002F10-useful-findings-about-how-people-view-websites\u002F\">Studies show\u003C\u002Fa> that when a user lands on your website, their eye path starts from the upper left corner, and moves on from there. According to layout studies, these areas on a page get the most attention:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"511\" height=\"277\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002Fhow-users-view-websites-grid.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25301\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Taking this into account it would make sense to assume that positioning your headline and subheadline in the top left section of your page in a clear, readable font should get you off to a good start. Of course, there can be expectations, but use this as a starting point and test from there.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmedium.com\u002Fuser-experience-3\u002Fthe-gutenberg-diagram-in-web-design-e5347c172627\">Another study \u003C\u002Fa>that further supports predictive eye movement is the Gutenberg Diagram, also known as the ‘Z pattern’.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002Fgutenberg-diagram.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25303\" width=\"599\" height=\"407\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The Gutenberg diagram divides a page design into \u003Cstrong>four areas\u003C\u002Fstrong>: the primary optical area at the top left, the terminal area at the bottom right, the strong fallow area at the top right, and the weak fallow area at the bottom left. \u003C\u002Fp>\n\n\n\n\u003Cp>According to the diagram, Western readers naturally begin at the primary optical area and move across and down the display medium in a series of sweeps to the terminal area. For example, a layout following the Gutenberg diagram would place key elements at the top left (\u003Cem>headline\u003C\u002Fem>), middle ( \u003Cem>form or image\u003C\u002Fem>), and bottom right (\u003Cem>call to action\u003C\u002Fem>). Again, it’s important to consider this as only a guide for predictive eye movement and not a guarantee, as we can dictate where users look using visual hierarchy.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"research-experimentation\">\u003Cstrong>Research & experimentation\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Everything covered so far should give you a lot to think about, but in order to de-risk any potential changes to landing pages, a level of research and experimentation should be considered. \u003C\u002Fp>\n\n\n\n\u003Cp>An effective landing page should have a mix of quantitative (the \u003Cem>what) \u003C\u002Fem>and qualitative (the \u003Cem>why) \u003C\u002Fem>research behind it, followed by a level of either experimentation or user testing to gain certainty that the changes are the right ones to make.\u003C\u002Fp>\n\n\n\n\u003Cp>Without this approach, you won’t know with any certainty if the changes you intend to make will drive higher conversion rates, or if they will cause a drop in conversion rate, meaning more time, money and resources have to be spent making more changes.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"examples-of-effective-landing-pages\">\u003Cstrong>Examples of effective landing pages\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Each example is broken down by search intent. Let’s explore some landing pages, and what they’re doing.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"has-text-align-center wp-block-heading\" class=\"has-text-align-center\" id=\"informational-headspace-meditation-for-work\">\u003Cstrong>Informational – \u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.headspace.com\u002Fmeditation\u002Fwork-meditation\">Headspace | Meditation for work\u003C\u002Fa>\u003C\u002Fh3>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"2880\" height=\"2794\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fheadspace-meditation-informational-page.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-26120\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>\u003Cstrong>What tools does this page use well?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Reciprocity – they offer users a ‘free’ 3-minute meditation and the option to start a free trial directly below.\u003C\u002Fli>\n\n\n\n\u003Cli>Imagery & video are used on the page to break up the blocks of text.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002Fheadspace-example-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25302\" width=\"664\" height=\"438\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>\u003Cstrong>What could be improved?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The larger areas of text on the page could be optimised with the use of spacing, icons or bullet points.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"has-text-align-center wp-block-heading\" class=\"has-text-align-center\" id=\"informational-ikea-how-to-create-three-workspaces-in-one-room\">\u003Cstrong>Informational  –\u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.ikea.com\u002Fgb\u002Fen\u002Frooms\u002Fliving-room\u002Fhow-to\u002Fhow-to-create-three-workspaces-in-one-room-pubd020bb20\">\u003Cstrong> IKEA | How to create three workspaces in one room\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fh3>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fikea-products-page.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-26122\" width=\"840\" height=\"1195\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>\u003Cstrong>What tools does this page use well?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Ease\u003C\u002Fstrong> – IKEA makes it easy to digest information by tagging the images with the products featured & showing prices.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Memory\u003C\u002Fstrong> – Very small amounts of text used against each image meaning the user doesn’t need to digest and remember lots of information. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"has-text-align-center wp-block-heading\" class=\"has-text-align-center\" id=\"navigational-asos-returns-form-page\">\u003Cstrong>Navigational –\u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.asos.com\u002Fpayments-and-deliveries\u002Freturns\u002F\">\u003Cstrong> ASOS returns form page\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fh3>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"2880\" height=\"2678\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fasos-returns-page-informational.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-26123\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>\u003Cstrong>What tools does this page use well?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Relevancy\u003C\u002Fstrong> – for a user with the intent of returning an item, this page serves that purpose well, it provides information and clarity on the returns policy, and gives the user a clear action to take.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Ease\u003C\u002Fstrong> – by having a consistent layout across the different options, it’s easier for the user to select the right one. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Motivation\u003C\u002Fstrong> – use of ‘FREE’ against each option.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>What could be improved?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>The ‘create return’ CTAs could be clearer, particularly on smaller screen sizes.\u003C\u002Fli>\n\n\n\n\u003Cli>The use of imagery could be improved by enlarging the logos of each returns service as this is more likely to help the user make a decision.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"has-text-align-center wp-block-heading\" class=\"has-text-align-center\" id=\"commercial-masterclass\">\u003Cstrong>Commercial –\u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.masterclass.com\u002Fcheckout\">\u003Cstrong> Masterclass\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fh3>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002Fmasterclass-example.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-25300\" width=\"599\" height=\"547\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>\u003Cstrong>What tools does this page use well?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Clear differences between each pricing option\u003C\u002Fli>\n\n\n\n\u003Cli>Call out of limited-time offer with discount values shown & best value called out.\u003C\u002Fli>\n\n\n\n\u003Cli>Simple, clear design with little distraction on the page to push the user to the next step.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>What could be improved?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Clarity – inconsistency with the use of ‘yes’ and tick icons could be improved. \u003C\u002Fli>\n\n\n\n\u003Cli>Memory – using icons could help users retain the benefits of the product.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"has-text-align-center wp-block-heading\" class=\"has-text-align-center\" id=\"commercial-google-pixel-comparison-page\">\u003Cstrong>Commercial – \u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fstore.google.com\u002Fcategory\u002Fphones?hl=en-GB&pli=1&toggler0=Pixel+7&toggler1=Pixel+7a&toggler2=Pixel+7+Pro\">\u003Cstrong>Google Pixel Comparison page\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fh3>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"2880\" height=\"1490\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fgoogle-pixel-comparison-page.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-26124\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>\u003Cstrong>What tools does this page use well?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Ease & memory – icons are used to compare different features of the phones next to each other. \u003C\u002Fp>\n\n\n\n\u003Cp>Attention – the user is able to explore phones in more detail before comparing different models further down the page, giving them all the information they need to make a decision on one page.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>What could be improved?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Motivation – price isn’t shown which is a vital factor when purchasing. If the price can’t be stated, a scale (E.g. £ ££ £££) gives a sense of price comparison.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"has-text-align-center wp-block-heading\" class=\"has-text-align-center\" id=\"transactional-lick-paint-product-page\">\u003Cstrong>Transactional – \u003C\u002Fstrong>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.lick.com\u002Fuk\u002Fproduct\u002Fwhite-01-matt-paint\">\u003Cstrong>Lick | Paint Product Page\u003C\u002Fstrong>\u003C\u002Fa>\u003C\u002Fh3>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1286\" height=\"1152\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Flick-transactional-page.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-26130\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>\u003Cstrong>Why does it work?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Attention\u003C\u002Fstrong> \u003Cstrong>& ease\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The use of headlines, short product copy, icons and clear CTAs pairs well with the powerful use of imagery, showing the colour in different lighting and settings, giving the user a strong sense of what to expect, which in turn, gives them a better sense of control.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Trust\u003C\u002Fstrong> \u003C\u002Fp>\n\n\n\n\u003Cp>User-generated content (UGC) is utilised within the product imagery itself, which acts as a trust signal, and users are 2.4x more likely to trust UGC than branded content according to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.hootsuite.com\u002Fuser-generated-content-ugc\u002F#:~:text=User%2Dgenerated%20content%20(also%20known,testimonial%2C%20or%20even%20a%20podcast.\">Hootsuite.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cp>Additionally, customer reviews all contain images, further signalling to the user that the product is high quality and genuine.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Motivation\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Lick offers a £2 sample of the product, which gives the user a way to try the product without spending much, but makes them more likely to purchase later on.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>\u003Cstrong>Looking for help with your landing page?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>We have a whole range of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002F\">services\u003C\u002Fa> that could help you improve the performance of your landing pages; \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch with us here\u003C\u002Fa> \u003C\u002Fp>\n",{"rendered":126,"protected":191},25309,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":791,"_yoast_wpseo_metadesc":792,"inline_featured_image":191,"footnotes":5},"Landing page design: Examples & insights from psychology | Impression","Explore different types of landing page designs, how you can optimise them using behavioural science tools and human psychology with examples.",[597],[],[204],[797,93,207,208,209,210,211,603],"post-25280",[],[],[801,802,803,804],{"path":166,"name":167},{"path":218,"name":219},{"path":122,"name":123},{"path":175,"name":805},"Landing page design: Examples & insights from 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to November’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month.\u003C\u002Fp>\n\n\n\n\u003Cp>This month features thoughts from our strategy team, including; Digital Experience Specialist, Yussuf Aamer, Digital Insights Analyst, Zoe Le, and Senior Paid Social Strategist, Ben Ross. As always, we hope you enjoy the content and insights we provide as a part of our monthly roundups.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#we-no-longer-live-in-the-age-of-mad-men-but-of-math-men\">We no longer live in the age of Mad Men, but of Math Men\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-sustainability-spotlight-a-key-consumer-trend-for-2024\">The sustainability spotlight: a key consumer trend for 2024\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#kfc-is-owning-its-pitfalls-a-branding-masterclass\">KFC: Is owning its pitfalls a branding masterclass?\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"we-no-longer-live-in-the-age-of-mad-men-but-of-math-men\">We no longer live in the age of Mad Men, but of Math Men\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>What do we really know about the effectiveness of digital advertising?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-picks-nov-2023-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-26066\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>For a long time, advertising was an art, not a science. Big data didn’t exist. You would pay millions for a TV ad then start praying. Would anyone see the ad? Would anyone act on it? Nobody knew. But this worked perfectly for advertisers, they are selling billions worth of advertising a year, so why would they want anyone to know what works and what doesn’t?\u003C\u002Fp>\n\n\n\n\u003Cp>Today, with unprecedented precision, data giants like Google and Meta are the ones to go for if you’re after clicks, impressions and conversions. They will get the right message to the right people exactly at the right time. More than $250 billion is spent on digital advertising globally, and most of these ads are purchased from Google and Meta.\u003C\u002Fp>\n\n\n\n\u003Cp>But the question is, is any of it real? Are these platforms really this good at manipulating us? The majority of brands today take their digital expenditure, combine it with the total sales and voila. They made X return on their spend. Great result! Or is it?\u003C\u002Fp>\n\n\n\n\u003Cp>The main issue is what economists refer to as the ‘selection effect’. It is vital for advertisers to find ways to distinguish between people who see your ad, but are already going to click, buy or register from people who see your ad, and that’s why they start clicking, buying, registering, downloading etc. The benchmark companies use to measure effectiveness in terms of clicks, views, and sales is fundamentally misleading.\u003C\u002Fp>\n\n\n\n\u003Cp>Fortunately, there is a way to measure the unadulterated effect of digital ads: experimentation. Divide the target group into two random cohorts in advance: one group sees the ad, the other does not. Designing the experiment thus excludes the effects of selection.\u003C\u002Fp>\n\n\n\n\u003Cp>In 2011, eBay brought in a professor of economics at the University of California, Berkeley to conduct a few experiments. The first experiment he suggested; let’s stop all of our Google advertising for a while. Let’s see if it works as we think it does. Everyone anticipated a disaster, predicting at least a 5% drop in sales. But the impact? Nothing. For every dollar eBay spent on Google ads, they lost 63 cents. The 12X return they thought they were getting was actually tens of millions wasted on fruitless advertising.\u003C\u002Fp>\n\n\n\n\u003Cp>We all at some point were able to get our heads around a cynical advertising world, but a naive one? A market of billions of pounds is governed by irrationality. It’s about big data and knowables, but even the big data sets don’t always provide insight.\u003C\u002Fp>\n\n\n\n\u003Cp>If you want to learn more about this topic, this article from The Correspondent is an interesting read and includes some great insights from eBay, Facebook and Google.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fthecorrespondent.com\u002F100\u002Fthe-new-dot-com-bubble-is-here-its-called-online-advertising\u002F13228924500-22d5fd24\">Article reviewed by: Yuusuf Aamer\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-sustainability-spotlight-a-key-consumer-trend-for-2024\">\u003Cstrong>The sustainability spotlight: a key consumer trend for 2024\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Sustainability is no longer just a buzzword; it’s a vital aspect of businesses today and that isn’t going to change anytime soon. A new report from Statista states that 45% of UK consumers consider themselves sustainable consumers as they will continue to embrace ethical and sustainable shopping choices in 2024 and beyond.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-picks-nov-2023-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-26067\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>38% of respondents also agreed that sustainability should not be a luxury, with Gen Z being the most passionate about believing eco-friendly shopping should be accessible to everyone. \u003C\u002Fp>\n\n\n\n\u003Cp>But, when they do have to pay more, these ethical consumers are willing to pay a premium for essential goods that align with their values. In fact, over 40% of consumers are willing to invest more in sustainable Food and Drink products, while 1 in 3 are willing to do the same for Beauty and Personal care items. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>So, what can marketers do to capture ethical buyers? \u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>First, develop key messages that resonate with your audience, emphasising credibility and a genuine commitment to sustainable practices. \u003C\u002Fli>\n\n\n\n\u003Cli>Next, prioritise creating a well-executed sustainable brand image can be a powerful tool for attracting ethical buyers. \u003C\u002Fli>\n\n\n\n\u003Cli>Finally,  look to close the gap between sustainability and affordability with offers or practical pricing\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>By implementing these strategies, you can capitalise on the attention of environmentally and budget-consumers to build a loyal customer base that values sustainability and ethical shopping practices.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.statista.com\u002Fpage\u002Fconsumer-trends-2024-ons\">Insight by: Zoe Le\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"kfc-is-owning-its-pitfalls-a-branding-masterclass\">\u003Cstrong>KFC: Is owning its pitfalls a branding masterclass?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>KFC are back at it again, taking ownership of its pitfalls and putting a creative spin on it to turn it into a playful marketing campaign. But does this tactic work for every brand?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-picks-nov-2023-3.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-26068\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Most people will remember KFC’s #ChickenCrisis, where operational shortages led them to infamously suffer from a chicken shortage which created a new direction for its marketing messaging. Initially launched to limit the damage being caused to the brand, this campaign has since been praised as a fresh take on crisis management and set a new path for KFC’s brand messaging, which they still lean on today. \u003C\u002Fp>\n\n\n\n\u003Cp>But why does this approach work well for KFC? Would this tongue-in-cheek messaging style work for any brand? And what does a brand need to be conscious of before giving it a try?\u003C\u002Fp>\n\n\n\n\u003Cp>Another recent notable example of humorous self-awareness has been with RyanAir. The UK airline has been taking a unique direction on \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.tiktok.com\u002F@ryanair?lang=en\">TikTok\u003C\u002Fa> as its content focuses on being low-cost, but well-aware of the level of service that they provide. They continue to embrace the negative perceptions that come with the brand to speak directly to its user base in a fun, comical way… And whilst this approach is not entirely new to RyanAir, given the airline has always had a comedic approach on its Twitter page, RyanAir has been able to leverage this style further by ensuring its content is suited specifically for TikTok.\u003C\u002Fp>\n\n\n\n\u003Cp>While these are two great examples of brands succeeding with this approach, there are some key elements to be conscious of, as this approach may not suit the style of all brands:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Whilst your overall tone of voice (TOV) needs to be consistent in terms of its direction, you will need to tailor your TOV using platform-specific language and formats. TikTok content wouldn’t be suitable as a TV advert for example.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>Often, there is a time and a place. Social channels allow more freedom for brands to speak directly to their customers in an interactive space – so it’s important that your tone of voice whilst representing the brand, is suited to fit platform norms and formats.\u003Cbr>\u003C\u002Fli>\n\n\n\n\u003Cli>Customers more than ever want brands to speak to them like real humans, so brands must pick the best marketing channels that enable them to do this. Social is the ideal place to be more conversational and to fully embrace this.  However, if embraced, it’s key to fully own this messaging style and to be consistent to avoid looking like a crisis cover-up and to really build engagement with the audience.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>For me, KFC’s brand and campaign-style stand out from the crowd, especially when compared to wider, more shiny rebrands (ahem – I’m lovin’ it), and I love the style of messaging and direction of the brand that they are continuing to pave.  And whilst they’re now promising that the new fries are “Available now (and Forever)”, I hope they aren’t ironically setting themselves up for a fries shortage…\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.kfc.co.uk\u002Fkfc-signature-fries\">Campaign reviewed by: Ben Ross\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>Look out for our next Impression Picks in December for more digital marketing articles, insights and campaigns to inspire your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">digital strategy\u003C\u002Fa>. Have any further questions? \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch!\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003Ca rel=\"noreferrer noopener\" href=\"javascript:void(0)\">\u003C\u002Fa>\u003C\u002Fp>\n",{"rendered":136,"protected":191},26072,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":978,"_yoast_wpseo_metadesc":5,"inline_featured_image":191,"footnotes":5},"Impression Picks – Digital marketing roundup for November 2023 | Impression",[199],[],[982,983,204],212,124,[985,93,207,208,209,210,211,212],"post-26054",[],[],[989,990,991,992],{"path":166,"name":167},{"path":218,"name":219},{"path":110,"name":111},{"path":175,"name":135},"Welcome to November’s edition of Impression Picks! This digital marketing roundup serves as some food for thought for you from Impression’s experts and the wider marketing community. Each month, we will highlight an interesting article, insight and campaign of the month. This month features thoughts from our strategy team, including; Digital Experience Specialist, Yussuf Aamer, […]",{"thumbnail":995,"medium":996,"medium_large":998,"large":1000,"1536x1536":1002,"2048x2048":1004,"post-thumbnail":1006,"12_col":1008,"default_landscape":1010,"default_portrait":1012,"6_col_and_margin_short":1014,"11_col_and_margin":1016,"9_col_rectangle":1018,"11_col":1020,"staff_image_696_600":1022,"rectangular_thumbnail":1024},{"url":139,"width":225,"height":225},{"url":997,"width":50,"height":50},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-picks-nov-2023.jpg?auto=compress%2Cformat&fit=scale&h=115&q=90&w=200",{"url":999,"width":53,"height":23},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-picks-nov-2023.jpg?auto=compress%2Cformat&fit=scale&h=440&q=90&w=768",{"url":1001,"width":232,"height":233},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-picks-nov-2023.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",{"url":1003,"width":59,"height":59},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-picks-nov-2023.jpg?auto=compress%2Cformat&fit=scale&h=880&q=90&w=1536",{"url":1005,"width":62,"height":62},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-picks-nov-2023.jpg?auto=compress%2Cformat&fit=scale&h=1173&q=90&w=2048",{"url":1007,"width":65,"height":66},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-picks-nov-2023.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",{"url":1009,"width":68,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-picks-nov-2023.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",{"url":1011,"width":71,"height":45},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-picks-nov-2023.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",{"url":1013,"width":45,"height":71},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-picks-nov-2023.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600",{"url":1015,"width":65,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-picks-nov-2023.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860",{"url":1017,"width":75,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-picks-nov-2023.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",{"url":1019,"width":77,"height":78},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-picks-nov-2023.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",{"url":1021,"width":80,"height":69},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-picks-nov-2023.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",{"url":1023,"width":44,"height":45},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-picks-nov-2023.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",{"url":1025,"width":83,"height":84},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fimpression-picks-nov-2023.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[1027,1063,1098],{"id":1028,"path":1029,"display_name":142,"job_title":1030,"description":1031,"avatar_url":143,"acf":1032},111,"\u002Fabout\u002Four-team\u002Fzoe-le\u002F","Marketing Analytics Specialist","I support the strategy and solutions teams in creating reporting dashboards and I conduct market research using first and third-party data analysis.",{"job_title":1030,"full_bio":1033,"specialist_service_links":1034,"photo":1037},"\u003Cp>Marketing Analytics Specialist. Joined Impression in May 2022.\u003C\u002Fp>\n\u003Cp>Before moving to the UK to pursue a master’s degree in Marketing and Brand Management, I worked on multiple engagements in the marketing sector, brand-side. My experience led me to develop an interest in market research and customer insight analysis.\u003C\u002Fp>\n\u003Cp>At Impression, I support the strategy and solutions teams in creating reporting dashboards and I conduct market research using first and third-party data analysis.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nTravelling more than 6000 miles from Vietnam to England to live and study. I take pride in the courage and effort I have invested in this journey.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI like meditation and connecting with nature. I am also a keen traveller that loves to discover new cultures.\u003C\u002Fp>\n",[1035],{"page":1036,"link_text":271},{"ID":269,"post_author":16,"post_date":270,"post_date_gmt":270,"post_content":5,"post_title":271,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":272,"to_ping":5,"pinged":5,"post_modified":273,"post_modified_gmt":273,"post_content_filtered":5,"post_parent":274,"guid":275,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":276},{"ID":1038,"id":1038,"title":1039,"filename":1040,"filesize":1041,"url":1042,"link":1043,"alt":5,"author":36,"description":5,"caption":5,"name":1044,"status":38,"uploaded_to":23,"date":1045,"modified":1045,"menu_order":23,"mime_type":40,"type":41,"subtype":42,"icon":43,"width":44,"height":45,"sizes":1046},24282,"Zoe-Le-NEW","Zoe-Le-NEW.png",383725,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&q=90","\u002Fzoe-le-new\u002F","zoe-le-new","2023-08-02 10:40:31",{"thumbnail":1047,"thumbnail-width":48,"thumbnail-height":48,"medium":1048,"medium-width":50,"medium-height":51,"medium_large":1049,"medium_large-width":53,"medium_large-height":54,"large":1050,"large-width":56,"large-height":57,"1536x1536":1051,"1536x1536-width":59,"1536x1536-height":60,"2048x2048":1052,"2048x2048-width":62,"2048x2048-height":63,"post-thumbnail":1053,"post-thumbnail-width":65,"post-thumbnail-height":66,"12_col":1054,"12_col-width":68,"12_col-height":69,"default_landscape":1055,"default_landscape-width":71,"default_landscape-height":45,"default_portrait":1056,"default_portrait-width":45,"default_portrait-height":71,"6_col_and_margin_short":1057,"6_col_and_margin_short-width":65,"6_col_and_margin_short-height":69,"11_col_and_margin":1058,"11_col_and_margin-width":75,"11_col_and_margin-height":69,"9_col_rectangle":1059,"9_col_rectangle-width":77,"9_col_rectangle-height":78,"11_col":1060,"11_col-width":80,"11_col-height":69,"staff_image_696_600":1061,"staff_image_696_600-width":44,"staff_image_696_600-height":45,"rectangular_thumbnail":1062,"rectangular_thumbnail-width":83,"rectangular_thumbnail-height":84},"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",{"id":758,"path":1064,"display_name":145,"job_title":1065,"description":1066,"avatar_url":146,"acf":1067},"\u002Fabout\u002Four-team\u002Fben-ross\u002F","Associate Director (Paid Social)","I’m a Associate Director (Paid Social) at Impression, joining the team in March 2021. I have previous experience of working with a wide range of businesses, both large and small.",{"full_bio":1068,"job_title":1065,"specialist_service_links":1069,"photo":1073},"\u003Cp>Associate Director (Paid Social). Joined Impression in March 2021.\u003C\u002Fp>\n\u003Cp>Deciding to stick to where I know and to study in my hometown of Nottingham, I studied Media with English at Nottingham Trent University and graduated in 2013. Being a real nerd and never being 5 metres away from a computer, naturally, I found myself drawn towards digital marketing at the start of my career and I haven’t stopped since. Began my professional career at an App start-up company, before transitioning to becoming a Freelance Digital Marketer specialising in paid social marketing. Following this, I progressed from a digital marketing executive to being the head of a digital marketing agency working specifically with clients in the Hospitality sector. Working across a wide range of the many different hospitality businesses, both large and small, from national multi-venues, large-scale national festivals, to small independent family-run restaurants.\u003C\u002Fp>\n\u003Cp>At Impression, first thing will be checking in on my emails and having a run-through of all ad accounts to review performance. Optimisations and changes made to campaigns to drive best -performance. Leading on strategy across my paid social accounts and putting into place. Reporting back to clients on performance and next steps. Generally, working with fantastic people!\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m proud of:\u003Cbr \u002F>\n\u003C\u002Fb>Getting in the top 10 rankings on EA UFC for Xbox.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>You’ll usually find me grinding out on a video game, endlessly scrolling through Reddit, trying to keep awake to watch the latest UFC event (and failing…) or binging Netflix with my cat.\u003C\u002Fp>\n",[1070],{"page":1071,"link_text":1072},{"ID":313,"post_author":16,"post_date":314,"post_date_gmt":314,"post_content":5,"post_title":315,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":316,"to_ping":5,"pinged":5,"post_modified":317,"post_modified_gmt":317,"post_content_filtered":5,"post_parent":318,"guid":319,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":320},"Paid Social Strategy",{"ID":1074,"id":1074,"title":1075,"filename":1076,"filesize":23,"url":1077,"link":1078,"alt":5,"author":36,"description":5,"caption":5,"name":1079,"status":38,"uploaded_to":23,"date":1080,"modified":1080,"menu_order":23,"mime_type":40,"type":41,"subtype":42,"icon":43,"width":44,"height":45,"sizes":1081},7398,"Ben-Ross","IDc7eDzT-Ben-Ross.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FIDc7eDzT-Ben-Ross.png?auto=compress%2Cformat&q=90","\u002Fben-ross\u002F","ben-ross","2021-06-24 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t":195,"meta":1236,"categories":1239,"collections":1240,"coauthors":1241,"class_list":1242,"acf":1244,"head_links":1245,"breadcrumbs":1246,"url_path":152,"search_description":1238,"featured_image_urls":1251,"authors":1283,"type_nicename":354,"reading_minutes":154,"category":1291,"yoast_title":1237,"yoast_meta":1293,"yoast_json_ld":1320,"_links":1370},23624,"2023-06-20T13:03:13",{"rendered":1229},"\u002F?p=23624","how-to-leverage-social-proofing-to-improve-trust",{"rendered":150},{"rendered":1233,"protected":191},"\n\u003Cp>To harness the power of customer trust, we must understand the phenomenon of social proof; the principle where individuals rely on the actions of others as an indicator of what is socially acceptable, correct or desirable.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-social-proof\">What is social proof?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-benefits-of-social-proof\">The benefits of social proof\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-content-types-can-you-use-to-leverage-social-proof\">What content types can you use to leverage social proof?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#examples-of-social-proof-in-practice\">Examples of social proof in practice\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#customer-reviews-etsy\">Customer reviews - Etsy\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#testimonials-savvy-navvy\">Testimonials - Savvy Navvy\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#certifications-customer-base-monzo\">Certifications & customer base - Monzo?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#client-base-canva\">Client base - Canva\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#user-generated-content-oliver-bonas\">User-generated content - Oliver Bonas\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#case-studies-impression-digital\">Case studies - Impression Digital\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#key-things-to-consider-with-social-proofing\">Key things to consider with social proofing\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-social-proof\">\u003Cstrong>What is social proof?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Social proof, in the context of conversion rate optimisation, refers to content that showcases evidence of how other individuals have purchased a product or service and found value in it. \u003C\u002Fp>\n\n\n\n\u003Cp>This powerful phenomenon, also known as ‘\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.optimizely.com\u002Foptimization-glossary\u002Fsocial-proof\u002F\">the bandwagon effect\u003C\u002Fa>’, influences people to be more inclined to purchase a product when they observe others engaging in the same behaviour.\u003C\u002Fp>\n\n\n\n\u003Cp>We can use different content types to communicate social proofing on our websites, improving user trust, brand credibility, conversion rate and revenue.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-benefits-of-social-proof\">\u003Cstrong>The benefits of social proof\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>It builds credibility and authority\u003C\u002Fstrong> – Showcasing industry certifications, awards and accreditations is a great way to build credibility and establish yourself as a key market player in customers’ minds.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"2\">\n\u003Cli>\u003Cstrong>It helps users to overcome scepticism\u003C\u002Fstrong> – If a user is unfamiliar with a brand, they can be sceptical at the first touchpoint. It takes time and influence to build trust and awareness, after all. By utilising social proof, you can effectively alleviate some of the perceived risks for users and improve confidence in your brand.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"3\">\n\u003Cli>\u003Cstrong>It helps establish yourself as a unique and legitimate market player, differentiating you from competitors\u003C\u002Fstrong> – Tangible data and statistics will help solidify your status as a major player or market leader. In a competitive marketplace, capturing customer attention is a challenge, and social proof can help to cut through the noise.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"4\">\n\u003Cli>\u003Cstrong>It enhances the user experience\u003C\u002Fstrong> – Page design that strategically integrates social proof content with your own enriches the overall user experience. By thoughtfully incorporating credible social proof, your content gains an added layer of credibility and persuasiveness.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Col class=\"wp-block-list\" start=\"5\">\n\u003Cli>\u003Cstrong>It helps you to build long-term relationships with customers\u003C\u002Fstrong> – Social proof is a great way to engage with customers, build trust and generate content. By incorporating social proof into your digital marketing strategy, you can cultivate a sense of community, strengthen customer relationships and build loyalty.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-content-types-can-you-use-to-leverage-social-proof\">\u003Cstrong>What content types can you use to leverage social proof?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Customer reviews \u003C\u002Fli>\n\n\n\n\u003Cli>Testimonials\u003C\u002Fli>\n\n\n\n\u003Cli>Awards, accreditations and certifications\u003C\u002Fli>\n\n\n\n\u003Cli>Case studies\u003C\u002Fli>\n\n\n\n\u003Cli>Existing customer base numbers\u003C\u002Fli>\n\n\n\n\u003Cli>User-generated content (UGC)\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"examples-of-social-proof-in-practice\">\u003Cstrong>Examples of social proof\u003C\u002Fstrong> in practice\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"customer-reviews-etsy\">Customer reviews – Etsy\u003C\u002Fh3>\n\n\n\n\u003Cp>For sellers of handmade, vintage and unique items, Etsy fully utilises customer reviews by placing them directly below the images on their product landing pages, giving them more presence than the product description.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Fetsy-social-proof.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-23640\" width=\"559\" height=\"500\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Why does it work?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The ‘centre-stage’ placement of review content both establishes trust for the user and helps them reduce the risk of buying from a new seller.\u003C\u002Fp>\n\n\n\n\u003Cp>Etsy also shows reviews for the seller, which further enhances trust in the product. This two-fold approach is helpful if the product doesn’t have many reviews; if the seller reviews are positive, the user can have confidence the product is likely to be good value for money.\u003C\u002Fp>\n\n\n\n\u003Cp>Etsy also allows users to upload images against reviews. According to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bazaarvoice.com\u002Fblog\u002Fhow-to-get-the-most-out-of-your-customer-reviews\u002F\">BazaarVoice\u003C\u002Fa>, shoppers are 62% more likely to purchase if they can view customer videos and photos in reviews.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"testimonials-savvy-navvy\">Testimonials – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.savvy-navvy.com\u002F\">Savvy Navvy\u003C\u002Fa>\u003C\u002Fh3>\n\n\n\n\u003Cp>Nautical navigation app Savvy Navvy uses powerful testimonials taken from customer reviews and places them directly below their download button.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Fsavvy-navvy-social-proof.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-23643\" width=\"484\" height=\"442\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Why does it work?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The placement of these testimonials is notable. It’s above their own claims and features content, meaning they let their users speak for them, giving power to the customer.\u003C\u002Fp>\n\n\n\n\u003Cp>The additional impact is created by including the date from each testimonial’s post. Recency is an important part of social proof content. For example, if the content is from 3 years prior, it becomes less relevant and credible.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"certifications-customer-base-monzo\">Certifications & customer base – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmonzo.com\u002F\">Monzo \u003C\u002Fa>\u003C\u002Fh3>\n\n\n\n\u003Cp>Online bank Monzo uses multiple social proofing elements on their homepage to drive impact.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Fmonzo-bank-social-proof.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-23641\" width=\"503\" height=\"653\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Why does it work?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Monzo features their certifications, Trustpilot ratings and their customer database directly below the hero area. Their clear CTAs also allow users to sign up quickly after seeing these authority prompts. \u003C\u002Fp>\n\n\n\n\u003Cp>It’s also worth noting their Trustpilot star rating is 4.3 out of 5 based on 26,775 reviews. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bazaarvoice.com\u002Fblog\u002Fwhat-shoppers-look-for-in-reviews\u002F\">A rating between 2.7 and 4.7\u003C\u002Fa> is considered the most believable and trustworthy. A 5.0-star rating can seem ‘too good to be true’, resulting in reduced trust in your product or service.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"client-base-canva\">Client base – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.canva.com\u002Fen_gb\u002F\">Canva\u003C\u002Fa>\u003C\u002Fh3>\n\n\n\n\u003Cp>Design software Canva features some of the well-known brands they work with using a black and white logo carousel.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Fcanva-social-proof.jpeg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-23642\" width=\"733\" height=\"668\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Why does it work?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>While these logos don’t refer to an individual\u003Cem> \u003C\u002Fem>experience, they intend to convey confidence towards Canva’s potential clients by showcasing their credibility and history.\u003C\u002Fp>\n\n\n\n\u003Cp>Featuring the logos in black and white also helps them stay relevant and visible without distracting from Canva’s messaging and branding on their homepage. Canva also confidently calls out that they are ‘trusted by well-known companies’, reinforcing their reputation.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"user-generated-content-oliver-bonas\">User-generated content – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.oliverbonas.com\u002F\">Oliver Bonas\u003C\u002Fa>\u003C\u002Fh3>\n\n\n\n\u003Cp>Homeware, gift and fashion retailer Oliver Bonas features its customers’ social media content on its homepage. They link directly to the products featured in the content allowing customers to shop what they see.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Foliver-bonas-social-proof.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-23644\" width=\"700\" height=\"277\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Why does it work?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>According to BazaarVoice, Oliver Bonas saw a \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.bazaarvoice.com\u002Fsuccess-stories\u002Foliver-bonas\u002F\">26% increase in average order value\u003C\u002Fa> when this type of social content was shown on their website. \u003C\u002Fp>\n\n\n\n\u003Cp>This is an authentic way of marketing products, and using content that users are more likely to respond to. Interacting with customers this way is also beneficial in building loyalty and customer lifetime value.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"case-studies-impression-digital\">Case studies – \u003Ca rel=\"noreferrer noopener\" href=\"\u002F\">Impression Digital\u003C\u002Fa>\u003C\u002Fh3>\n\n\n\n\u003Cp>At Impression, we feature case studies directly below the hero area of our website.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F06\u002Fimpression-digital-case-studies.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-23645\" width=\"539\" height=\"392\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Why does it work?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp> Case studies help potential clients see examples of some of the great work done and act as a trust signal that backs up our headline message ‘digital growth specialists’. No one likes a brag, but we think we do a pretty good job with how our case studies are presented, see more \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002F\">examples here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>To ensure the case studies are credible, numbers are used in the headline of each case study.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"key-things-to-consider-with-social-proofing\">\u003Cstrong>Key things to consider with social proofing\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>As we’ve seen, there are so many ways to leverage social proof, and it may be tempting to plaster all the content you have on your homepage. Woah there! The best way to understand what will \u003Cem>really \u003C\u002Fem>drive an improved conversion rate is to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcro\u002F\">experiment\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>A\u002FB or multivariate testing is the best way to gather data and decide which social proofing tools will work for your website, and how best to execute them from a design point of view.\u003C\u002Fp>\n\n\n\n\u003Cp>The other key thing to bear in mind is not to \u003Cstrong>overuse\u003C\u002Fstrong> social proofing. If overly relied on, we risk users having ‘\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fcxl.com\u002Fblog\u002Fis-social-proof-really-that-important\u002F#h-how-and-when-to-use-social-proof-on-your-site\">banner blindness\u003C\u002Fa>’, and your message could come across as inauthentic. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch\u003C\u002Fa> with our CRO team to see how we can help you drive real growth and unlock the most from your website via social proofing. For more CRO top tips, be sure to check out more \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fcro\u002F\">CRO blogs\u003C\u002Fa> on our site.\u003C\u002Fp>\n",{"rendered":151,"protected":191},23661,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":1237,"_yoast_wpseo_metadesc":1238,"inline_featured_image":191,"footnotes":5},"How to leverage social proof to build trust with users [with examples] | Impression","Social proof is an essential approach for any successful user-centric digital strategy. 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