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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.
We were contacted this week by a company that offers hundreds of online games all on one site. The site’s home page displayed dozens of colorful tiles, each linking to a game. To fin ...
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.
When it comes to page design, I’m fond of saying that we don’t need a designer as much as a draftsman. Their job is less about making things attractive and more about getting a visi ...
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.
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, ...
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 ...
As data becomes cheaper and more accessible, behavioral science becomes an increasingly important term for anyone serious about marketing and conversion optimization. Many people think of behavioral science as a field of academic study or the domain of dedicated data scientists, but it’s much broader in scope than that.
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.
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.
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.
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.
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.
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.
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.
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 ...
The key to successful A/B testing on your site is picking the right things to test. One of the most helpful sources of testing hypotheses is transcripts of customer conversations. There are a number of sources of transcripts, such as those from live chat, phone calls and more, that help you understand the primal questions that your visitors have.
An A/B test is designed to be binary. We want to know if one of our ideas results in an improvement in performance and advances our fortunes, or if it is a dog that lowers results. A purist will tell you that there is no reason to look at test results until statistical significance has been achieved. Thank you, Purist. However, there are other concerns to consider when a test is running.
Multivariate testing offers high-traffic websites the ability to find the right combination of features and creative ideas to maximize conversion rates. However, it is not sufficient to simply throw a bunch of ideas into a pot and start testing. This article defines what a multivariate test is, explains the advantages and pitfalls of this kind of testing, and offers some new ...
We are often guilty of writing about the AB testing process as if it was something you can jump into and start doing. We believe an AB testing program can keep you from making expensive design mistakes and find hidden revenue that your competitors are currently getting. It’s not an overnight switch, however. It takes some planning and resources.