This newsletter curates growth insights from the Demand Curve Slack community. It keeps you up-to-date on growth tactics.
This week we're covering DTC reviews, landing page copy, free templates, and Ahrefs trick.
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Insight from Baymard.
Common marketing wisdom tells us that on-site user reviews are a great form of social proof for converting prospects.
This is generally true. But for DTC ecom brands, you might be collecting and displaying your reviews in the wrong place.
Research shows that users spend little time looking at DTC site-provided reviews—they believe these reviews have a higher likelihood of being manipulated.
Users would rather look at external reviews on Instagram, Reddit, YouTube, or another third-party source.
So if you’re a DTC ecom brand, rather than focus on gathering on-site reviews, consider these tactics:
If you’ve already invested in getting reviews on your site:
Insight from Demand Curve.
Landing page copy is difficult to optimize. You need a sufficient level of traffic to run accurate A/B tests, but driving traffic to your landing page is costly (you're paying per click just to get people to the landing page you're testing).
Consider running ads to test and refine your landing page copy.
Since your ads will get significantly more impressions than your landing pages, you'll be able to get statistically significant results on your copy, quickly.
Insight from Yes Optimist and Hiba Amin.
Many B2B and consumer SaaS startups create free resource templates for their target audience to use with the goal of nurturing them into paying customers.
They tend to offer these templates as part of a blog post. For example, an email service provider might provide cold email templates as part of a guide to cold outreach.
This SEO strategy is a great way to attract visitors—but you can get even more from it by creating standalone landing pages for each of your resources. Hypercontext, an employee engagement app, did exactly this by creating separate landing pages for each of its 60+ meeting templates. The result was a 51% organic traffic boost in just three months.
To be clear, Hypercontext still includes its templates in some of its blog posts. For example, it’s published:
To avoid keyword cannibalization, Hypercontext focuses its blog posts on other relevant info not provided in its templates. Meanwhile, it keeps its template pages very short and to the point.
Why does this strategy work? The standalone pages grab more long-tail template-related keywords than a blog post might. And since users searching specifically for templates usually have more of a transactional intent (and likely less interest in reading a long blog post), your standalone template pages actually better satisfy user intent.
Insight from Kevin Indig.
Most content marketers know how to use Ahrefs for keyword research, backlink research, and site analysis.
But there are other powerful ways you can use Ahrefs that many marketers don’t know about. If you’re working in content marketing, consider trying these three tactics:
If you're looking for a top growth role, check out the opportunities below from our job board.
From Courtney Dunn on Twitter.
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See you next week.
— Nick, Grace, Joyce, Dennis, and the DC team.
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