Brian Massey

  • Put your value proposition to the test

    When optimizing a website, one of the best places to start is the value proposition. This is the combination of words and images that tell your visitors why they are in the right place and why they should continue exploring on your site. The value proposition changes depending on the kind of page you’re working on. For a home page, the value proposition will include: What you offer.

    Brian Massey/ Marketing Land- 13 readers -
  • How to ask survey questions of liars and pretenders

    A/B testing delivers powerful data to a marketer, researcher or business executive. This data is powerful because it’s designed to deliver trustworthy behavioral data — data that can predict what makes more visitors convert. But A/B testing can’t be used for every question you have. For any website or campaign, you’ve got a limited amount of traffic to run A/B tests on.

    Brian Massey/ Marketing Landin How To's- 13 readers -
  • Questions are the center of great websites

    Questions get a bad rap. Everyone is so obsessed with answers. We fawn over people who are smart, who have all the answers. You know who has all the answers? Robots have all the answers. Like Skynet. In the “Terminator” movies, the robots’ answer was to get rid of humans. Answers have had their day.

    Brian Massey/ Marketing Land- 19 readers -
  • The effect of Moore’s Law on behavioral marketing

    In 2003, I wrote my first analytics package. I had the same problem all marketers had: I could do almost anything with digital marketing. I could easily create ads, pages and emails with any text, any font, any image. I could add video, animations, and even make aliens dance to sell car insurance.

    Brian Massey/ Marketing Landin SEO- 19 readers -
  • Yes, I want to take care of your spam problem for you

    It’s rare to find an easy way to significantly increase your conversion rate with a simple change. But today, I have just such a thing for you. Before I do, please click on the image below for me, so I can be sure you’re a human. Hmmm. You did that a little fast. Let’s make sure you’re really not a robot. Nope. Let’s try this: Good job. But we’re having so much fun, let’s do another one.

    Brian Massey/ Marketing Land- 20 readers -
  • The 4-Step Process For Drastically Increasing Inbound Calls

    Phone calls don’t get cold. Phone calls are answered and voice mails are returned. There is no CRM icebox where your contacts can be sent to chill while everyone updates their lead reports. Even if you have highly sophisticated marketing automation campaigns that move people through the sales funnel, none of them is as efficient and successful as a human being — listening, ...

    Brian Massey/ The Conversion Scientist- 22 readers -
  • What distinguishes conversion optimization from good design?

    Good design, the thinking goes, will naturally increase conversion rates. Will it? This is the “best practices” approach to optimization. It’s a practice that we stopped doing five years ago. A/B testing humbled us, demonstrating that what worked for one website often hurt another. Is conversion optimization necessary as a stand-alone industry? Based on the growth of convers ...

    Brian Massey/ Marketing Land- 25 readers -
  • 9 studies for landing pages that work

    I believe that cheap behavioral data will fundamentally change the way we do online marketing. How would this look for something as straightforward as developing a landing page? Below I’ve outlined nine studies — all of which can be done from your own computer and usually for a few hundred dollars or less — that will help you successfully develop a landing page.

    Brian Massey/ Marketing Land- 26 readers -
  • 14 Persuasive Writing Techniques That Trigger A Response

    Here are fourteen persuasive writing techniques that will trigger a response from your visitors. Have you ever wondered why nobody is responding to your offers? Why do people read your landing pages and then leave? Why do people see your ads and keep scrolling? You have a great product. You are offering an in-demand service.

    Brian Massey/ The Conversion Scientist- 38 readers -
  • Cheap data: You are about to get so much better at marketing

    In 2012, my agency, Conversion Sciences, completed an eye-tracking study of video. To complete that study, we sought 25 random individuals, equally mixed by gender, to watch an eight-minute video and complete a survey. The infared camera and software were relatively inexpensive, at $7,500. We used an email campaign over a month to find and schedule participants.

    Brian Massey/ Marketing Land- 28 readers -
  • Generating leads from content: Placing calls to action

    Last month, I showed you how to turn a content page into a lead-generating landing page. After reading it, you should know what the following terms mean: Sidecar Showing the Guns Page Flair Peacocking Zuckerbait Heroing Lead Magnets Today we’re going to talk about where you should place powerful calls to action on a page.

    Brian Massey/ Marketing Landin Content- 20 readers -
  • 10 CRO Experts Explain How To Profitably Analyze AB Test Results

    The AB test results had come in, and the result was inconclusive. The Conversion Sciences team was disappointed. They thought the change would increase revenue. What they didn’t know what that the top-level results were lying to us. While we can learn something from inconclusive tests, it’s the winners that we love. Winners increase revenue, and that feels good.

    Brian Massey/ The Conversion Scientist- 36 readers -
  • Turning content pages into lead generators

    This summer, I presented at the Content Marketing Institute’s Content Marketing World conference. There I was faced with the challenge of explaining how content marketers can turn visitors into subscribers and subscribers into customers. There was one answer to this question in my mind: landing pages. I’ve written about landing pages here at Marketing Land.

    Brian Massey/ Marketing Land- 19 readers -
  • Why 2016 is NOT the year of conversion optimization

    This is the certificate I earned in November 2006 from completing the “Wizards of the Web” course put on by Jeffrey and Bryan Eisenberg at an amazing business school called the Wizard Academy. Who knew this seminar would have an impact on our industry? In their course, they gave UX researcher Jakob Nielsen credit for formulating the first thoughts that guided website optimization.

    Brian Massey/ Marketing Land- 26 readers -
  • Fitt’s Law Says Button Design is Like Shooting Pool

    According to Fitt’s Law, clicking a button on your site can be modeled like a pool shot. It’s a fun way of saying that you should make buttons big and put them where the visitor expects them to be. If you’re looking for good ideas for testing button design, consider the game of pool. Most of us have at one time or another found ourselves at the end of a pool cue with “a lot ...

    Brian Massey/ The Conversion Scientist- 20 readers -