Ryan McCready Profile picture
Aug 31, 2021 10 tweets 6 min read Read on X
Shipping & Logistics is a VERY complicated industry.

So how did @ShipBob grow to:
✅ 5000 e-commerce customers
✅ $330 million in funding
✅ $1B valuation

While appealing to small businesses owners?

And competing with Amazon?

They became master storytellers.

🧵
Shipping & logistics is complicated.

ShipBob makes it easy.

However, explaining that to a new user is VERY tough.

Especially when talking about their features would make a new user's head spin.

So to get around this, ShipBob has embraced social proof like no other company.
One of the first things you see on their homepage is a review from a customer.

The open white space, compelling design & friendly headshot make it impossible to ignore.

This is the point!

They want you to focus on the social proof & story, before getting lost in the features.
As you scroll down the page, you will see 10+ more examples of social proof.

From simple internal metrics to expert quotes from journalists & even logos of companies they partner with.

Anytime ShipBob talks about a complicated idea or feature, it's paired with social proof.
Put yourself in the shoes of a small business owner.

What would get you more excited to try a product?

❓Shipbob talking about how great their complicated product features are?

❓A business owner telling you how ShipBob helped them scale 291%?

Definitely the second one.
Most of these new users are not shipping & logistics experts.

They are likely the owner of a small but growing ecommerce brand.

ShipBob recognizes this & uses social proof to show the user an amazing outcome.

Rather than sell them on an impressive but complicated feature.
Many brands think that:

👎 Impressive Features + Technical Copy = Winning Landing Page

But ShipBob has created their own formula:

👍 Impressive Features + Social Proof = Winning Landing Page

And you see this on every page of their site.
ShipBob has built a content engine that spits out social proof at an incredible rate.

But it's so much more than quotes or testimonials.

They produce incredible video interviews, case studies with top brands & expert webinars on a weekly basis.

It's an incredible feat.
ShipBob has realized the true power of a real customer's story.

Which is 100x more interesting than any shipping or logistics feature.

Especially to their ideal customer base.

And each piece of social proof or content that they produce is tied back to that simple idea.
If you want to learn more about how YOU can produce social proof just like @ShipBob, be sure to follow: @FoundationIncCo & @jessicateeorika.

And subscribe to our newsletter to be the first to see this FULL TEARDOWN + EXAMPLES when it goes live tonight!

content.foundationinc.co/insights-1

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More from @RyanMcCready1

Feb 16, 2022
LinkedIn News are master copywriters.

They write perfect headlines.

Paired with engaging micro-content

And make it easy for millions of people to share.

Here are 4 simple ways you can copy them!

🧵
The main goal of these LinkedIn News articles is to give users something relevant to share.

Without leaving the platform or having to go find a link.

All of their decisions in terms of design, copywriting & more tie back to this idea.
Need some concrete proof?

Look at that big share button at the top of the page.

So how does LinkedIn ensure you actually click that button...
Read 20 tweets
Feb 15, 2022
Shopify has invested a TON into a free tool.

For their Business Name Generator they have:

🔗 Built 36k+ backlinks
🔎 Targeted 40k+ keywords
🎨 Designed 225+ landing pages

Why would they do all of this for a free tool?

🧵
This seems like a ton of effort to put into a free tool, right?

Wrong!

@Shopify has also turned the Business Name Generator into a fancy sign-up form for their services.

This form has the opportunity to turn every person who searches for a business name into a customer.
It's so simple too!

After you find the perfect business name, you can sign up for a Shopify store with a single click.

Then, all you have to do is enter your email & Shopify will create the site in seconds.

It's basically magic.

Especially for a new business owner.
Read 11 tweets
Feb 14, 2022
Want to 2x your conversion rates?

Start by embracing the idea of:

"One path of success"

Especially on landing pages!

Let me show you how with these 10+ examples.

🧵
Let's break down "one path of success."

It means that you should eliminate unneeded distractions on a landing page.

And make it VERY easy for a user to find success or value.
For example, if you want someone to sign up for your SaaS from a certain landing page.

Make sure that is the ONLY thing they can do on the page.

If you don't make that SUPER obvious, they will likely not sign up.
Read 20 tweets
Feb 11, 2022
Let's be honest, I'm not a designer.

I got my degree in Econ, the least creative field.

But I have created 1000s of visuals over the past few years.

So how did I do it?

By using these 7 simple tips non-designers can use to look like a PRO.
1️⃣ Leave white space around your design elements

To make your designs look more professional, leave negative space around your design elements.

This gives your content, text, graphs & more some room to breathe.

Not only will this look better, it will help with readability.
2️⃣ Use a clear text hierarchy

This might sound scary to some people, but it's not!

Basically, just make sure your main headers are larger than the subheaders & those are larger than the body text.

A clear text hierarchy will allow readers to move through visuals with ease.
Read 9 tweets
Feb 10, 2022
With 2 simple tools, Ahrefs drives:

🔎 520k organic sessions
💰 $320k in traffic value

That's more than their entire blog!

How is this possible?

It's actually pretty simple.

Let's break it down.

🧵
Over the past few years, @Ahrefs has been giving away their best tools for free.

They have used that strategy to build a $10M content moat & an unmatched acquisition channel.
With just 13 of these SEO tools...

They drive around $858k in traffic value each month.

And rank on 532k diverse keywords!
Read 26 tweets
Feb 9, 2022
TikTok has one of the best simple growth/engagement loops I've ever seen.

And it took me way too long to realize it.

Mini 🧵
So when you share a link to a TikTok on another platform.

TikTok will notify YOU when that video is viewed.

And will show the TikTok username of the person you shared it with.

(Image from Reddit)
Now you can easily follow that person with a few clicks.

And BOOM.

Never have to share a TikTok with outside of the TikTok app.

It's genius!
Read 5 tweets

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