CXL - Up against the category leaders

The Duplication of Purchase Law

Small and medium businesses are up against it. 

Whether you want to or not, you could be competing against the category leaders.

Research on this topic is clear.

This is the Duplication of Purchase Law.

The big players have a lot of clout. Everything from Ad spend to Brand Power.

They can afford the best tooling and hire the best people.

Big brands need to spend less effort to convince you to buy from them.

Your team has to be well-equipped to fight these giants.

Components of a competitive advantage

How can marketing teams of small and medium sized companies compete?

You need to stand out from the massive noise out there.

Stay top of mind and build mental availability.

So when customers are in buying situations and have the need. They think of you.

Out-convert the competition so you can acquire customers cheaper, especially during a budget crunch.

Understand what is working so you can be efficient. A consistent answer on “if we spend X in Z channel, we’ll get ABC as a result”.

You have to make the most out of your resources.

You may have to deal with lower traffic on A/B tests and the absence of statistical significance. You have to take calculated, educated risks. 

And you have to experiment. A lot.

CXL is no different. Experimentation is a core part of who we are.

What have we been up to?

Its been our mission to teach this to marketers and small-to-medium businesses for the last decade.

We have run a lot of experiments. You have been part of many of them.

And we learned a ton from it. We will be sharing with you some stories and experiments from our last few years.

The highs, the lows.

The wins, the “fails learnings”.

We will be sharing with you details of what we did AND what we are going to do next.

• From CRO to Growth to everything else
• T-shaped marketing and what it means to us
• Fast Marketing
• Playbooks
• CXL Talent 
• Minidegrees - What happened, what is next.
• Changes to our platform.
• Courses - Hits and Misses.
• CXL Live now EXL
• Content experimentation.
• And more

To start, in the next newsletter, we will be summarizing a year's worth of user research and feedback and key learnings.

Hesh Fekry

President at CXL

New blog: Landing Page Optimization Process for High Conversion Rates

For every $92 spent on acquiring web traffic, $1 is spent on converting visitors into paying customers.

Which means ads are sending traffic to low-converting landing pages. 

Paid ads shouldn't be created in isolation from their pages, they should tell a consistent story.

Gerda, Co-Founder at Koalatative explains this and shows the mistakes most companies make when trying to align ads and landing page optimization.

Read the full blog post.

New Course: SEO-Driven Editorial Calendar

Without proper content planning your traffic might not grow.

Even if you are blogging, doing content marketing, working with writers, optimizing your content, or producing good quality content.

To see results and traffic growth you need an SEO-driven editorial calendar. 

We just updated our SEO-Driven Editorial Calendar course to teach you how to grow your organic traffic with proper topic research that works in the age of AI.

Check it out.

New blog: Startup SEO: Build a Defensive Moat

Organic search is incredibly measurable compared to other marketing tactics. 

You can predict growth based on keyword rankings, and see how much organic traffic and leads different SEO strategies are driving. 

Beyond measurability, SEO strategies compound over time in a way that paid advertising doesn't and leads tend to be more convertible. 

When done right from the start, SEO can build a powerful defensive MOAT. 

Because once you rank on the first page, it becomes extremely difficult for competitors to displace you. 

Get started by:

– Prioritizing search intent over product messaging.

– Nailing the E-E-A-T factors for search engines.

– Monitoring search engine rankings and organic traffic.

– Building authority with quality backlinks.

All this will build a defensible MOAT and outrank competitors.

Read the full blog post.

Upskill Your Entire Team

✔ Unlimited team seats – big team, big savings.

✔ 120+ Highly Practical and detailed marketing courses.

✔ 10 Deep skill building programs.

✔ Learn from vetted Top 1% marketing practitioners.

If you have a team of 10, that’d be only $672/yr per team member. $336/yr per member for a team of 20.

Start a 15 day free trial. 

CXL, 901 S Mo Pac Expy, Suite 150, Barton Oaks Plaza One, Austin TX 78746.

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