We cut our bounce rate by 85% and increased demo-requests by 190%. Here is what we did.

Like pretty much every company out there, we’re constantly trying to optimize our website. And like every other marketing team out there, we release iterations that suck and versions that rock. Our newest website is one of the latter and below is our ‘secret sauce’.

Here are the numbers —comparing the first week of December 2014 to the first week of March 2015. Let me walk you through what we did, step by step.

TL;DR: We released a very effective and highly performing website. To do it, we took time to go through market research and customer feedback, adjusted our voice to match what we are–young, fun and clever–removed all unnecessary industry jargon, excluded boring feature lists from the public site, and trusted our awesome designer to turn it all into a visually appealing product. Look at the screenshot above–it worked for us!

Continue reading We cut our bounce rate by 85% and increased demo-requests by 190%. Here is what we did.

This may be the kookiest marketing strategy we’ve come up with. And it might just work.

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We know that there’s a number of marketing blogs out there doing a live coverage of Oracle’s Modern Marketing Experience and Marketo’s Marketing Nation Summit, but we’re going to be doing things a bit differently.

But before we get to that, let me walk you through how this idea first started and evolved, eventually leading us to fly down to Las Vegas with a GoPro and a bag full of jungle explorer gear (!). This is a live marketing experiment of sorts. For that purpose, we’re going to keep everything completely transparent, letting you in on every detail, strategy, or stunt we try.

Hold on tight–it might get a bit crazy pretty quickly!

The Origin

When we first looked at attending some of the giant marketing events lined up this year, we quickly sobered up from the enormous ticket prices, not to mention getting a booth space. We were on a limited budget (#startuplife) and we needed to figure out a way to get in front of the attendees and come home with leads, exposure, and connections.

But how do you stand out from a bustling hall full of other marketers, some of them our competitors, without a designated booth?

Our hack? After an afternoon of brainstorming, we landed on an attention-grabbing tactic that would make us the portable booth: dress up as jungle explorers and walk around the event with a stack of business cards pointing them to the Pressly hub we created for covering the events.

Using our GoPro and a 5D MIII, we’d populate the hub with original and real-time content, the core of which will be a video interview series of experts that we “run into” (a sighting in the jungle!). We’d also offer more traditional coverage of the keynotes as individual blog posts and pepper the hub with pictures, social content, and cream-of-the-crop quotes.

The ROI

If all goes well, there are several things that can come out of this:

  • Become an attention magnet without investing in a booth space
  • Create relevant and original content that will be of value for the attendees as well as those who are missing the events
  • Showcase our product by using Pressly to host all of the content
  • Be a memorable experience for everyone we encounter, generating brand awareness, business opportunities and inbound leads
  • Have some fun instead of standing behind a booth and handing keychains out!

Standing Out From the Jungle

Standing out from the crowd is one of the biggest challenges to content marketing and it’s the same for gigantic conferences like the Modern Marketing Experience.

For the next few days, we’re going to be embracing our crazier side; we’re going to put aside conventions and inject some individuality to these buttoned-up conferences. In other words, we’re going to take what we know about standing out from the content mass and apply it to a real-life marketing scenario.

The Schedule

We will be navigating the jungle of two events: Oracle’s Modern Marketing Experience in Las Vegas and Marketo’s Marketing Nation Summit in San Francisco.

If you’re missing these events, visit contentjungle.co for live coverage. If you’re at all curious about where this crazy tactic is going to lead us, stay tuned–we’ll dish out everything that goes right, everything that goes wrong, and all the things in between that we didn’t expect.

Like: How we tried to grab a 30-second interview with keynote speaker James Franco and what quickly transpired afterwards. Watch this space!

The Tony Robbins Effect at Dreamforce: AKA Day 1’s Mind Explosion

Dreamforce 14 has kicked off with a bang. CEO of Salesforce Marc Benioff welcomed over 130,000 attendees, with over 3 million people following the action online, via dreamforce.com/live stream. Tony Robbins had the room literally dance their minds out and shaking it off like the pros. PayPal Mafia trio talked all things money, from early days of PayPal to Bitcoin. And Tony Prophet spoke about giving back, the value of philanthropy and empathy as key to success in life.

“As a leader you have to be ready for inevitability of change and keep the beginner’s mind” – Marc Benioff of Salesforce.

Focus on Giving Back

Focus on creating more value than you capture, and give back. Marc Benioff asked everyone at Dreamforce to bring canned food, to deliver millions of meals to fight hunger. And in the spirit of giving back, who was the speaker to kick off the Dreamforce experience? Tony Prophet, VP of Microsoft who spoke about community service and philanthropy. Prophet is focused and passionate about improving health care for children and HIV positive women, and helping teens get college education. “No one should be treated unfairly, just because they’re different. We all have the same rights. Having impact beyond the bottom line. That’s what I’m most proud of,” Prophet said. Can an intense focus on empathy be a key to success?

PayPal Trio on Data, Hiring People Who Failed and eBay

The firechat with the PayPal Mafia trio – Max Levchin of Affirm, Jeremy Stoppelman of Yelp, and Reid Hoffman, an entrepreneur and investor – took everyone back to the early days of Silicon Valley, when PayPal was just a crazy idea of a bunch of people who wanted to “disrupt money.” Levchin shared thoughts on the recent split between PayPal and eBay: “It’s great they’re splitting, because, being part of eBay there’s lots of things we never touched on, like small business lending. We’ve been huge and steady for so long. Pulling PayPal out into the wild is a good idea. PayPal makes more sense as an independent company.” Key to PayPal success? Hiring passionate entrepreneurial people during tough times. “The company became composed of the bunch of smart, entrepreneurial and driven folks. Half of the people we recruited was from the companies that failed,” said Levchin. Then the conversation moved on to the value of data as the driving force for innovation. The panel was in agreement: Data is the new overlord, and our collective future depends on it.

Tony Robbins set Dreamforce on Fire

Tony Robbins took Dreamforce by storm and yes, this is how the room looked like. That’s when you know Dreamforce is not your average conference.

Tony Robbins pulled off an epic talk, covering lots of ground from how your decisions and focus in life affect your emotions and success, to engagement to money and giving it all away. Bonus: most people in the room got their workout in for the day, because Robbins is just that intense. “What are you going to focus on? Whatever you’re focused on you are going to feel. Focus equals feeling and when you start to control your focus, you start taking control of your life. The meanings we give to things control your life.” said Tony Robbins.

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