Brian Massey

  • 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- 7 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- 14 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- 7 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- 11 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- 11 readers -
  • 2 ways word clouds help you optimize

    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.

    Brian Massey/ Marketing Land- 10 readers -
  • Graphing trends can make you better at calling A/B tests

    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.

    Brian Massey/ Marketing Land- 8 readers -
  • Multivariate Testing: Promise and Pitfalls for High-Traffic Websites

    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 ...

    Brian Massey/ The Conversion Scientist- 17 readers -
  • The Hero’s Journey to an Amazing AB Testing Program

    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.

    Brian Massey/ The Conversion Scientist- 19 readers -
  • AB Testing JavaScript: Great Power, Great Problems

    The AB Testing JavaScript that powers tests is powerful, but can lead to many unintended consequences. Conversion Sciences offers a pretty amazing ability to our clients: A completely “turnkey” testing service. By “turnkey” we mean that our clients don’t need to do anything to their website in order for us to analyze the site, design creative, develop code, QA, test, review ...

    Brian Massey/ The Conversion Scientist- 11 readers -
  • 4 Mobile AB Testing Ideas that Worked for Our Clients

    Joel Harvey, Conversion Scientist™ This post is excerpted from Designing from the Mobile Web 2.0 by Joel Harvey. Joel discusses what he’s been learning through the tests that Conversion Sciences has done for the mobile web. You can begin to take these as new hypotheses in your business so that your mobile devices and your mobile traffic is converting at higher and higher levels.

    Brian Massey/ The Conversion Scientist- 14 readers -
  • Mobile-Friendly Redesign with Conversion-Centered Principles

    Joel Harvey, Conversion Scientist™ This post is excerpted from Designing from the Mobile Web 2.0 by Joel Harvey. Joel discusses what he’s been learning through the tests that Conversion Sciences has done for the mobile web. You can begin to take these as new hypotheses in your business so that your mobile devices and your mobile traffic is converting at higher and higher levels.

    Brian Massey/ The Conversion Scientist- 11 readers -
  • Mobile-friendly redesigns: Experiment on your current site

    I’ve written before about the dangers of designing a mobile-friendly website using responsive web design (RWD). To summarize, we’re fond of active web designs (AWD) and behavioral web design (BWD). BWD is a step-by-step design process using analytics data and testing. BWD acknowledges that we’re never really done designing our site.

    Brian Massey/ Marketing Land- 7 readers -
  • AB Testing Tools used by Retail Electronics Websites

    If you compete online in the retail electronics industry, there is ample opportunity, according to a study completed by Conversion Sciences and Marketizator. The full report, Optimization Practices of Retail Electronics Websites, can be downloaded for free. It is the latest in our series of industry report cards that include reports on Higher Education, Seasonal Ecommerce, and B2B Ecommerce.

    Brian Massey/ The Conversion Scientist- 14 readers -
  • AB Testing Inspiration: Using Emotional Triggers

    AB Testing is only effective when you’re testing something meaningful. This is especially true on small-screen devices we call smartphones, or “Mobile” generically. Talia Wolf believes that The root of every conversion = Human Behavior. We certainly wouldn’t argue with her. She also believes that emotion is at the core of human behavior.

    Brian Massey/ The Conversion Scientist- 14 readers -
  • Are our leading brands also optimization leaders?

    As I soar 35,000 feet above the Amazon jungle, my thoughts turn to the attentive audience I addressed in São Paulo, Brazil, this week. The attendees were executives and professionals from Brazil’s largest online businesses. These online retailers — brought together by Compasso, a UOLDIVEO company — sold everything from apparel to books to shoes to men’s clothing, and even college degrees.

    Brian Massey/ Marketing Land- 12 readers -
  • AB Testing Guide

    How Does AB Testing Make Websites Better? As online marketing tools become more sophisticated and less expensive, AB testing is “kind of a big deal”. With traffic becoming more expensive, the rate at which online businesses are able to convert incoming visitors is becoming more and more important.

    Brian Massey/ The Conversion Scientist- 16 readers -