Does Your Creative Convert? Measuring the ROI of Design

Summary

In this panel discussion, industry experts Evan Lee and Brie Bush Lively delve into the intricacies of measuring creative efforts in marketing. They emphasize the importance of understanding audience engagement metrics, such as thumbnail retention and conversion rates, to optimize creative strategy. The conversation highlights the significance of storytelling in creative advertising and the role of design in sales experiences, advocating for a data-driven approach that aligns with business objectives. Evan introduces the concept of a 'creative strategy flywheel,' while Brie discusses the impact of personalization in marketing. Together, they provide insights on fostering a culture of experimentation and continuous improvement within creative teams.

Takeaways

• 🎯 Measuring creative efforts involves focusing on engagement metrics such as thumbnail retention, click-through rates, and conversion rates.
• 📈 The importance of creative strategy is to optimize and make effective ads that resonate with the target audience and drive desired actions.
• 🛠️ Creative teams should be held accountable for performance metrics, aligning their work with sales objectives and growth targets.
• 🔍 Conducting research and understanding the buyer's journey is crucial for creating impactful creative content that supports potential customers.
• 💡 Great design and storytelling can significantly enhance the sales experience, contributing to customer loyalty and business success.
• 🔄 A/B testing should evolve beyond basic elements and consider how variations in creative impact the entire funnel, from clicks to conversions.
• 🌟 Creative integrity can be maintained by adhering to brand guidelines and style guides, ensuring consistency across all collateral.
• 📊 Prioritizing creative can significantly impact campaign performance, with examples like split screening showing its effectiveness in capturing audience attention.
• 🤝 Collaboration between marketing, creative, and sales teams is essential for driving successful campaigns and achieving business goals.
• 🚀 Embracing AI and automation tools can facilitate scalability and enhance creative workflows without sacrificing quality or effectiveness.

Q & A

How do engagement metrics help in diagnosing and improving creative efforts?

Engagement metrics such as thumbnail retention, thumb stop ratios, hook rates, click-through rates, and conversion rates provide insights into how well the creative content is resonating with the audience. By understanding these metrics, teams can diagnose which aspects of the creative are effective and which need improvement, ultimately leading to the production of better creative content.

What is the significance of the Challenger sales methodology in relation to creative advertising?

The Challenger sales methodology emphasizes the importance of offering unique and valuable perspectives to customers, which can be applied to creative advertising. By aligning creative content with the principles of Challenger, such as addressing unrecognized problems and providing a compelling sales pitch, the advertising can enhance the sales experience and establish customer loyalty.

How do buyer's journey and sales pitch decks relate to creative design?

Creative design plays a critical role in storytelling for sales pitch decks. It helps to visually communicate the commercial teaching choreography of the Challenger approach, creating a pit of despair through dark backgrounds and negative stats, and then introducing a new path forward with light backgrounds and positive imagery. This visual storytelling enhances the verbal narrative and contributes to the effectiveness of the sales pitch.

Why is creative considered the new targeting in post iOS 14 world?

In the post iOS 14 world, ad platforms have limited access to user-level data, making creative the primary way to communicate with the target audience. The creative elements, such as images and copy, provide the algorithm with information about the intended audience, which is crucial for driving sales and ensuring the ad is delivered to the right person.

How can creative testing evolve beyond basic A/B testing?

Creative testing can evolve by going beyond basic A/B testing by focusing on how different creative elements contribute to the entire funnel, from clicks to conversions to qualified opportunities and pipeline generation. It involves measuring the effectiveness of creative elements like button colors or images in driving business outcomes, not just engagement metrics.

What is the role of data in balancing data-driven strategies with creative storytelling?

Data plays a crucial role in striking a balance between data-driven strategies and creative storytelling by providing insights into customer behavior, preferences, and responses to different creative elements. This information can be used to inform and refine creative decisions, ensuring that the storytelling remains relevant, engaging, and aligned with business objectives.

How can businesses maintain creative integrity across different collateral pieces?

Businesses can maintain creative integrity by establishing and adhering to clear brand guidelines and style guides. These documents provide a consistent framework for creative teams to follow, ensuring that all collateral pieces, from ads to social media posts to sales decks, reflect the brand's identity and messaging consistently.

What are some examples of metrics that can be used to hold a creative team accountable?

Metrics such as thumb stop ratio, click-through rates, conversion rates, and time to conversion can be used to hold a creative team accountable. These metrics focus on engagement and performance, allowing teams to see how effectively their creative efforts are resonating with the audience and driving desired actions.

How can creative teams foster a culture of experimentation and continuous improvement?

Creative teams can foster a culture of experimentation and continuous improvement by implementing frameworks like the creative strategy flywheel, which encourages research, ideation, and iteration based on data and feedback. Additionally, teams can adopt agile methodologies like creative sprints, which provide regular opportunities for experimentation and refinement of creative work.

What are some key skills or traits that you look for when assembling a creative team?

When assembling a creative team, it's important to look for individuals who can think critically and creatively, understand and leverage data, and are willing to take initiative and challenge the status quo. Other desirable traits include strong communication skills, adaptability, and a collaborative mindset.

What role does leadership play in fostering a culture of scalability and team building within creative and performance teams?

Leadership plays a crucial role in fostering a culture of scalability and team building by setting an example, encouraging experimentation, and creating an environment where team members feel safe and empowered to contribute ideas. Leaders should also promote cross-functional collaboration, prioritize learning and knowledge sharing, and provide the necessary resources and support for teams to grow and succeed.