🤝 Record revenue.

You may need more consent popups, how to boost the conversion rate of your clothes shop, and more. May 9, 2022 [Read in browser]( [logo] [sponsor]( Good morning. People sometimes joke about sending messages with carrier pigeons and smoke signals. But today’s Poolside has us looking at balloons in a new light. You’ll see what we mean after you float through today’s news. GOOGLE Get ready to show more consent pop-ups if you’re using Google Ads [article-image] Another day, another Google policy update. And if you’re remarketing to people in Europe, you’ll want to take notes on this one. First ask and then retarget: This new update requires you to [have additional consent updates]( on your property for Google Ads remarketing and conversion tracking, and possibly Google Analytics as well. Like walking a tightrope: On the one hand, letting users opt out of retargeting can have a significant impact on your ad performance. However, not showing users consent pop-ups can result in Google penalizing you—or banning you from the advertising platform altogether. E-COMMERCE Online sales are ramping up in Latin America Retail giant MercadoLibre, kind of like Amazon but for Latin America, [recorded a staggering 63% growth during Q1](, surpassing initial expectations. Why they’re thriving: Despite physical stores reopening across the region, the company has seen a surge in online user adoption. According to CFO Pedro Arnt, it’s partly because the company offers services that benefit in-person shopping too, like a digital wallet for in-store payments. Why we care: With some parts of the world seeing decreases in online sales, it’s good to look for new opportunities to diversify your business, and South America seems like a good one. SPONSORED BY SEMRUSH Get access to 20B high-intent buyer keywords—for free [article-image]( Don’t let the word “free” fool you. Fortune 500 companies like Tesla, Forbes, and IBM use [Semrush’s Keyword Intent tool]( to unlock new keywords and optimize their content creation strategy. Why? This tool gives you access to over 20 billion keywords. For every keyword you type, you get 20M keywords ideas you can use for your marketing. And if that sounds like too many keywords to sort and integrate into your strategy, don’t worry. Semrush’s Keyword Intent tool also helps you: - Monitor the intent of the existing keywords you’re already targeting. - Unlock untouched keywords and filter them by different types of intent: Commercial, Transactional, Navigation, and Informational for yourself. - Analyze the keyword intent of your competitors’ top pages. - See which keywords are actually driving traffic to your competitors’ pages. And more. [Find out how Semrush’s Keyword Intent tool can improve your ranking.]( USER EXPERIENCE How fashion and apparel stores can reduce friction during the buying journey… and make more sales [article-image] When shopping for clothes, one of the biggest interests buyers have is finding the right size—especially if they’re buying from an international store. But you know what’s crazy? A study conducted by the Nielsen Norman Group found that only a few shops do a good job of helping customers with sizing. So customers usually end up visiting other websites to make sure that the clothes they’re interested in will fit. Which is where you come in. By solving this problem for your customers, you remove friction from their buying journey, making their experience more enjoyable and stress-free. And for you, that means more sales. [The Nielsen Norman Group offers several valuable suggestions]( for reducing friction around sizing: - Users expect to find sizes in their country’s format. They don’t want to have to dig around for sizing charts. Yoox, an Italian fashion retailer, solves this problem by showing American users both the original size and the corresponding US size. - If you sell multiple brands, create brand-specific size guides. Shoppers know that sizes differ from one brand to another, and they know that a standard size guide for all brands is inaccurate. - Make sure size charts are easy to use for mobile shoppers. - Include body dimensions that fit each size so shoppers know what size is perfect for them. Clothing measurements can be helpful too, especially when users look for a fit different than the one shown on the model. Hopefully these suggestions help your customers find the right fit and pull out their credit cards faster! SPONSORED BY STOKE TALENT Much easier than managing freelancers with spreadsheets [article-image]( Are the logistics of managing and paying freelancers slowing you down? [Fast-growing tech unicorns use Stoke Talent to automate the whole process](: Onboarding, assigning projects and follow-up, managing the legal and tax contracts, approving invoices, payment... You can do it all from one simple platform. That’s right, managing freelancers just got easier. Now you can free yourself up from those mundane tasks—and spare yourself a few headaches, too. [Help your team move faster.]( THE CREW'S INSIGHTS Use these simple words to increase your conversion rate [article-image] What if we told you there’s a special class of words that, when used properly, can give a healthy boost to your conversion rates? There is, and these words are called power words. These are words and phrases that elicit a strong feeling from your readers. To demonstrate, we’ve written a short piece of copy for a hypothetical email service provider company. The power words are in bold: “It’s frustrating. Sending great emails shouldn’t feel like pulling your hair out. Complicated software shouldn't be the thing that holds you back from sending the right emails to the right people—and making more sales as a result. So we built Hypothetical. Because you deserve software that makes building beautiful emails feel like magic. And because it should be absurdly easy to do.” Two things are happening in this sample piece of copy: - We use power words consistently, helping readers connect emotionally with the copy. - When talking about the problem, we use negative power words. When talking about our solution, we use positive power words. This boosts conversion because, whether readers know it or not, they’re learning to associate a positive emotional response with your brand––and a negative one with the alternative. So take a look at your current copy. If you’re noticing a lack of power words, well… It might be time to mix things up. P.S. We used two power words, special and healthy, in the first sentence of this insight. Did you notice? ROUNDING UP THE STACK [MARKETING:]( Struggling to get clients for your coaching, consulting, or agency business? Science Of Client-Getting combines Conversational AI and identity-based persuasion to help you close more deals. Stop grinding your fingers to the bone to fill up your pipeline. [Let new clients come to you.](* [SEO:]( Sitemaps are getting thinner! Google is retiring some video and image sitemap extensions in a bid to simplify your website’s codebase. After August 6, they will no longer affect indexing or search features. [META:]( Stop trying to be perfect. According to Meta, users prefer unpolished ads that “feel more human.” The social media platform recommends brands follow six Culture Codes for better campaign results. [E-COMMERCE:]( “Add it to my tab.” Buy-now-pay-later (BNPL) continues to rise in popularity, with nearly a fifth of global consumers using the service in the past six months. [SEO:]( Has the debate about duplicated content been settled once and for all? Google’s resident search expert says it’s about the value you’re adding, not about the content you’re duplicating. [LINKEDIN:]( Content creators who want more Linkedin exposure will have to get more creative. LinkedIn is finally downranking engagement-baiting posts… And yes, that goes for polls, too. *This is a sponsored post. BRAIN TEASER What can you break, even if you never pick it up or touch it? You can find the [answer here](. [poolside-logo] POOLSIDE CHAT Is this the new “message in a bottle”? [article-image] Finding a message in a bottle sounds classic and cool. But finding a note attached to a bunch of balloons instead? That’s even cooler. That’s what happened to a 51-year-old hunter from Quebec. He [spotted pink birthday balloons floating in water while out hunting](. Attached to them was a simple message from a 10-year-old boy, ending with: “...if you find these, please write to me” The boy released the balloons during his sister’s birthday party in Kansas—and they went on to travel 3000 kilometers to Quebec. The hunter says he’s already preparing to reply… Probably not by balloon, though. Sounds like the beginning of a beautiful friendship! SHARING IS CARING Did you know you can earn a free Insights membership… for life? Normally joining Insights costs $99 a month. But when you make other marketers subscribe to our newsletter, you can join our exclusive group for free. That means: - free Deep Dives. - free unlimited access to our growing library of actionable marketing tips. … And more. All you have to do is share the link below and get smart friends and colleagues to subscribe. 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