Although these are nice looking display ads, the real reason I'm sharing these is because I think Kissmetric's USP (which is the main focus of their ads) &...View More positioning is very Swipe-Worthy & well worth studying. For over a year now (since early 2013), KISSmetrics has been running with their new slogan "Google Analytics tells you the what. KISSmetrics tells you who did it." I could write a whole report as to why this is extremely smart. However, what I find particularly fascinating is the way they've been using this new positioning since the beginning of 2014. First, it's important to note that simply by associating themselves with Google, KISSmetrics borrows their credibility & trust which is massive. I can't help, but think this is exactly what KISSmetrics is thinking because their new ads use the same exact colors Google uses & even have a "Log In With Google" button which simply means you can sign-up with a Google account. So overall, they're really making you feel like KISSmetrics is a Google product and when it comes to Google Analytics, everyone and their mother uses it for their site. Now, most don't venture further then that which is why KISSmetrics crafted this message to make you think twice. If Google is telling you "the what" & KISSmetrics is telling you "the who", this means Google Analytics is missing "the who"! Now, they've built a feeling of missing out, of no longer having all the tools needed just by using Google Analytics. In two short sentences, they make you feel like simply having Google Analytics is not enough, but having KISSmetrics with Google Analytics is and that right there is a damn good pitch.
Your relationships and associations are very important to your own brand's perception and can be used in your favor simply by including another brand's logo and colors as KISSmetrics demonstrates.
Want to solidify yourself as a top-tier solution? Compare yours in relation to other very well-known ones. If you frame it correctly, it could make your product or service look very reputable.
A simple A/B test KISSmetrics uses that you should try is photo of a smiling person. In this example, you can see they test the effectiveness of two different photos. When possible, make sure the person is facing the Call-to-Action
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of kissmetrics.com below.