Attention is the first thing a growth marketer needs from a potential customer. After that, keeping that attention is the fuel required to move through the customer journey.
Getting attention heatmaps for your landing page before you launch.
Video Heatmaps represent concentration of attention in a video that is being played. This isn't something you can do instantly, but you can request a Video Heatmap from the Attention Insight team.
These are modeled AI heatmaps, and not based on your actual web visitors experience. You can use tools like hotjar.com to get click & scroll heatmaps based on actual data after launching.
Compare the open rates of 2 different subject lines.
1. Determine two email subject lines you want to test. Let's name one "A Control" and one "B Test". Usually the current subject line already in use is called the "control", but you could be testing 2 new subject lines. It doesn't matter.
2. You could just take your entire list and split it in half. However, usually you want to do a little test before you pick a winning subject line so you can send the winner to the remaining people on the list.
Using the chart below or a sample size calculator, figure out the number of people you need to email as a sample test to get valid results.
Picking the size of your test depends on your predicted open rate, total number in your mail list, and the confidence level you want in your results. (To simplify a bit, let's just assume a 95% confidence level with a margin of error of 5%.)
For example, if you have a mailing list of 5000 and an average open rate of 50%, you would send the "A Control" subject line to a random sample of 357 people and send "B Test" subject line to a random sample of another 357 people.
3. Randomly select your 2 mailing samples.
4. Email your tests at the exact same time to eliminate as many variables as possible.
5. You can then compare the open rates from samples and pick the winner to use as the subject line for the remaining people in your full list.
Not sure how to randomly select email names? One trick I use is to export the emails to Excel, use the RAND() function in a column, and then sort by that column. You can then select the first x number of rows to get a random sample.
"On the average, 5 times as many people read the headline as read the body copy. When you have written your headline, you have spent 80 cents out of your dollar." - David Ogilvy
A headline is there to grab attention and pull your reader in. It is not meant to do the entire job, though. Don't try to do too much. Ask for a little attention at a time and build on it.
And of course, test it!
It's easy to call out bad behavior with negative attention. But experts have found that giving positive rather than negative attention is much more effective in changing behavior in kids, and could be applied to everyone.
Positive attention is "catching someone doing something right". For positive attention to be most effective, it needs to be:
We've all heard that goldfish have something like a 7 second memory, right?
Well, this turns out to not be true. Goldfish have actually become a model system for studying the process of learning and the process of memory formation exactly because they have a memory and because they learn.
Time to get Goldie a bigger fishbowl.
You made it to the end! Thank you for your attention.
It was so fun to put together this week's issue focusing on attention. I learn something new every week and I hope you do too.
Happy Scrappy Marketing!
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