Daily Archives

8 August 2015

How to set the Voice and Tone for a web site? The answer – try MailChimp’s solution!

I like MailChimp‘s messages a lot.

For example, right as you enter the web site, it says: “Send Better Email”.

If you want to join, it tells you: “Join more than 8 million people who use MailChimp to design and send 600 million emails every day.”, and, more, the button invites you to sign up for free.

The journey continues when you plan to register: “Sign up in 30 seconds. No credit card required.”.

Even after you create your account, messages like these are commonplace: “Send a lovely HTML email along with a plain-text alternative version.” or “This is your moment of glory!” (prior to sending a campaign).

Initially, I thought all the logic behind is to try and make things a bit friendlier, funnier and pleasant.

I’ve seen some other CRO (conversion rate optimization) recommending practices like this.

And, then, I go to this web site:

Voice and Tone »

Now, I know there’s much more to these message than I previously thought.

It looks like there’s quite a science behind this, with user’s feelings including things like “Curiosity / Interest / Optimism” and so on.

I suggest you have a look at the web site and consider adding similar things to your web site.


Voice and Tone »

Best time to tweet

Based on New Research: The Best Time to Tweet for Clicks, Retweets, and Replies:

“Tweets sent between 2:00 and 3:00 a.m. earn the most clicks on average”

“Tweets sent between 2:00 and 3:00 a.m. earn the most total engagement on average”

“Tweets sent at the 9:00 p.m. hour in the U.S. earn the most retweets and favorites on average”

“When analyzing our tweet data, I did not control for these extraneous factors, and I’m sorry for the confusion this has caused. Analyzing the data as-is means that, when you see a result of 2:00 a.m. to 3:00 a.m. as the hour in which tweets receive the most clicks, this is an average amount of clicks for all of the tweets in that particular timezone.

This is an important consideration for a couple reasons:
– It means that large accounts with many followers have an unusually large influence on the average amount of clicks per tweet.
– Especially in the early morning hours, these large accounts have a disproportionate effect on the average amount of clicks because of both the high follower count and the relatively low tweet volume from many of the other Twitter accounts.”

kylesteed - Clock Icon, https://flic.kr/p/7g7qVZ
kylesteed – Clock Icon, https://flic.kr/p/7g7qVZ