CXL - Tell your customer about competitors

I have 6 updates for you this week.

1. On my mind

If you think people might buy your products or services without checking out the competition first, think again.

Research is clear - on average consumers visit 3 websites before making a purchase. And the more sites a consumer visits, the more money they’re likely to spend. In other words, the more expensive the product, the more time people take to comparison shop.

But - most companies with tons of direct competition make their case as if they're the only ones doing what they're doing. (They're not).

Your average shopper is superficial. When comparing options, they usually only look at the most obvious things, like price and table-stakes features. 

When you're not clear about 'why choose you', they'll either go with the category leader (best known) or the cheapest (why pay more if it's all the same).

Solution? Compare yourself with the competition before they do.

(Of course, being truly unique is best, but most are not).

When you proactively compare yourself with the competition first, you have an advantage.

You can highlight differences that might be non-obvious, and focus on your theory of advantage. Odds are your competitors won't do it, and now you're more likely to influence the narrative.

Follow Peep on LinkedIn for more thoughts on strategy, messaging and optimization.

2. Master Google Analytics 4

Google Analytics has been around for over 15 years and it stayed the same for the most part, but everything is changing with the release of Google Analytics 4.

Charles Farina from Adswerve is speaking at this workshop to show you what are the real benefits of Google Analytics 4 and how does the future of data-driven attribution looks like.

User interface, data model, capabilities, and implementation is all new and different. We'll walk you through the new attribution features, how to customize user interface, and upcoming feature releases to help you not only see numbers, but the real insights they are providing.

Sign up and learn to uncover the benefits of Google Analytics 4.

3. CXL Playbooks

Scaling a business without clear and thorough documentation is a mess. But then, building your SOPs is just as chaotic.

Developers don’t reinvent every process with every new project. Instead, they use libraries. So why can’t marketers do the same? 90% of marketing tasks are not unique, and someone already figured out the optimal way to do it.

You can now be more efficient with your time and tame your daily work whirlwind. We’ve built CXL PLaybooks where best marketers share their processes through 10 step checklists. You can even integrate them with your project management tool and use them as a base for your SOPs.

Get access to the ultimate database of marketing playbooks. 

4. Latest episode on "How to Win"

Johnathan Dane is the person you want to hear talking when it comes to perfecting operations, crunching the numbers and working scientifically.

He's the Founder & CEO of KlientBoost, a digital performance marketing agency.

He can tell you all about how they doubled their revenue from $10 to $20 million during Covid, and are on track to hit $100 million ARR.

Listen to him spill his beans on Spotify, Apple Podcast, or your favorite podcast platform. 

5. CXL Job Board

Here are some great job offers we added to CXL’s Job Board this week. There’s more here.

If you want top brands to reach out to you, sign up for CXL Talent Pool. It's free. 

And if you're a company looking to directly access the best marketing talent and skip all the spammy applicants, apply here.

6. Discover how leading financial services companies use data and experimentation for faster growth

In this free virtual event on Friday 10th Dec you'll get:

• Exclusive research by Forrester into banking, data and experimentation.
• Learn how to stay compliant while optimizing your digital products and marketing.
• Learn how to cross-sell and up-sell customers with relevant banking offers and services.
• Reserve your spot and receive an exclusive digest of the key insights from the event and a copy of the Forrester report.

Sign up.

Peep Laja
Founder at CXL

Let's connect on LinkedIn.

Our address: 901 S Mo Pac Expy, Suite 150, Barton Oaks Plaza One, Austin TX 78746

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