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How well do you think you know the users who come to your website? Can you tell me about your best customer’s buying habits? Or maybe how long your average customer goes between purchases? Or which customer channel converts more than any other channel? Most marketers will unwaveringly claim to know a wealth of information about their customers.
Google Analytics (GA) is an indispensable tool for gathering data that will help you maximize your conversions. As a bonus: It’s free. GA offers excellent reports that provide an overview of key metrics for a particular period. But the out-of-the-box reports won’t always fit your needs. So, fortunately, GA also allows you to create your own reports.
If you’re in the e-commerce game, the goal is pretty simple: Get as many darn conversions down the hole as you possibly can. But there’s a difference between inelegantly grasping for sales versus adroitly funneling massive numbers of customers through the checkout process. You don’t want to look desperate, sound desperate or do desperate. Desperation kills conversions.
As a conversion optimization consultant, my purpose is to help in-house marketers understand and apply the principles of conversion optimization to their professional endeavors. Today’s in-house marketer has a huge job in the digital world. To quote my favorite conversion optimization expert, “[D]igital marketing today has an ocean’s breadth, so it’s impossible for a single ...
Every customer who completes an act of conversion on your website does so in the face of risk. Risk is part of every e-commerce transaction. It’s not the same type of risk or risk level of, say, jumping from your second-story window into the swimming pool, but there is a risk, nonetheless. As a conversion optimizer, you must recognize that reducing this risk — no matter how ...
Unless you’re just back from an extended stay in some parallel universe, you know that customer reviews are valuable to e-commerce and increasing online conversions. Even negative reviews can be helpful to you, as the purveyor of a product or service. The value of online customer reviews can hardly be overstated, though perhaps it approaches being over-documented.
The human brain is a marvelous thing. It’s astounding in its power and baffling in its limitations. I’ve long believed that the power of conversion optimization is found in three main things — an intensive obsession with data and testing, a heuristic for approaching a site’s conversion potential and a deep understanding of human psychology.
If you have a website, you have a call to action, or CTA — multiple CTAs, probably. There’s no such thing as a successful marketing campaign unless there is a successful CTA. Conversions, revenue, business and profit — they all depend on the mighty call to action. The CTA is so powerful, so important and so foundational to the success of any online marketing initiative that ...
Every now and then, conversion optimizers come up with a technique that blows our minds. Usually, the most effective “techniques” aren’t cute hacks about color or button size. They’re about the psychological underpinnings of human decision-making. One such powerful feature is the mere-exposure effect. In this article, I want to explain how it can completely change your conversion game.
Of all the scientific fields and developments that have been adopted by marketers, neuromarketing is one of the most fascinating and rapidly developing. The field of neuromarketing was first developed in the 1990s by psychologists at Harvard University, and it has since become a significant influence on modern marketing techniques.
Ah, the call to action. That’s what it all comes down to. All of your marketing efforts, from advertising on social media to optimizing your page for search engines, are designed in one way or another to create conversions. And you get conversions from the CTA. The call to action is that critical tipping point between a bounce and a conversion.
I know what you’re thinking. A CRO person just said “best practices.” Holy *(^&%&^. Hurry up, tell everyone. We are going to burn this guy in the comments and then publish it on every social network possible. OK, well, maybe not that dramatic. It’s a rare citing indeed, and I risk ridicule from all of my fellow CRO colleagues.
How does a gimmicky, phallic-shaped product turn into a sensational bestseller, with national media attention and a frenzied fan base? The answer is both mind-blowingly simple and absolutely complex. The answer is, well answers. If you can successfully answer your customers’ questions, then you will gain a powerful advantage in conversion optimization.
Normally, I’m a pretty peaceful person. But sometimes there are things worth fighting for. When conversion optimization faces off with other forces in the digital marketing world, sparks will fly. As conversion rate optimization pros (CROs), we need to understand that we are the spear tip of Web marketing. Design is important. Social media is enormous. SEO is essential. UX is critical.
When you put something up for sale on the internet, you enter a realm of powerful and compelling psychology. It can be complex; it can be confusing. But understanding this psychology is incredibly rewarding. One such area is reward framing — and no, it’s not what you’re thinking. What Is Reward Framing? Reward framing is the way that a customer perceives a reward.
Many marketers believe that they are supposed to change a user’s behavior. According to the theory, an effective landing page will challenge a user’s existing behavior and attempt to get them to adopt a new behavior that involves a conversion action. Most landing pages are attempting to coerce a potential customer to get, do, buy, change! This, I would argue, is a shortsighted strategy.
Most of the time when we conversion optimizers talk shop, we look at one all-important number: the conversion rate. This makes sense. After all, the goal of a conversion optimizers is to…say it with me…optimize for conversions! But in reality, conversion optimizers look at lots of data. Our world is full of numbers, percentages, decimal points, pie charts, line graphs, and ...
You’ve heard the expression, “attitude is everything.” It’s one of those inspirational shticks that you hear at the end of Ra-Ra sessions. And, as much as you may not like to hear it, it’s true. When it comes to conversion optimization, I’m a tactical guy. I crave strategy. I meditate on metrics. I eat data for breakfast. I have dreams about Google Analytics.
Pain, as the New York Times reported, is “the secret of neuromarketing.” And apparently it is a well-kept secret, because there are very few conversion optimizers discussing the place of pain or how to apply it strategically and ethically. I came up with just a couple mentions of it. One article from Search Engine Watch provided “20 Conversion Optimization Tips.
I love images. Images, as I’ve argued before, are like a secret weapon for conversion optimization. They’re pure, raw, unobstructed power. Regardless of the context or circumstances, images are powerful. From their explosive psychological impact to their persuasive power, images just plain work. But what about product images? That’s what I want to explore in this article.