Design, Usability & Conversion Column

  • Put your value proposition to the test

    … to do so. A lot of designers fancy having your web pages contain a bold image at the top of the page, or the “hero shot.” This technique is used in a knee-jerk way, but it has roots in direct mail marketing. Direct marketer Frank Johnson was able to increase response rates by adding a box at the top of a mailer — now called the Johnson Box…

    Brian Massey/ Marketing Land- 15 readers -
  • How to ask survey questions of liars and pretenders

    …, asking a prospect if they’re interested in participating in a survey. But this sort of thing may impact your conversion rates and derail a buyer. One technique we’ve used at our company is a “Thank you page” survey. This catches qualified participants after they’ve purchased. Our favorite question is: “What almost kept you from buying today?” We…

    Brian Massey/ Marketing Landin How To's- 13 readers -
  • How to inject urgency into your product pages

    … There are many powerful ways to influence your customers and heighten your conversions, but one of the most effective methods is instilling urgency. If you can successfully inject urgency into your sales-oriented content, including your product pages, you’ll have a much greater chance of increasing your conversion rates. Urgency and its cousin…

    Ben Jacobson/ Marketing Landin How To's- 27 readers -
  • Questions are the center of great websites

    … time. Do 15 minutes of meditation or a half-hour of yoga, and then ponder your “I wonder” questions before jumping to “I think.” For example, the conversion optimization industry is maturing, and at one point, we thought it might be time for a more corporate (i.e., boring) approach for our website. Our “quirky” website performed well for several…

    Brian Massey/ Marketing Land- 20 readers -
  • How to create remarkable offers and increase your conversion rate

    … Boosting your conversion rate isn’t as easy as simply running some A/B tests or changing the copy on your landing page, hoping for a bump in conversions. Sure, that’s easy to do now, with web design tools for all experience levels and testing tools that empower marketers to dive into every aspect of their analytics. Maximizing your conversion…

    Marketing Landin How To's- 14 readers -
  • 5 pragmatic — and powerful — places to improve CX right now

    …. It makes sense — we advocate because we’re highly attuned to the needs of our customers, and we notice all too clearly when we see something that’s not quite right in the design and flow of our apps. That empathy is a major strength of companies that create value from long-lasting customer relationships. But if the goal of a great experience turns…

    Marketing Land- 21 readers -
  • 4 ways you can improve your website conversion rate with SEO

    … Efforts to drive more traffic and rank better on search engines sometimes seem to be in conflict with those for increasing conversion rates for your website. But, as improved user experience becomes a stronger criterion for search engines, search engine optimization and conversion rate optimization are becoming a complementary, multistep…

    Marketing Landin SEO- 22 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…

    Brian Massey/ Marketing Land- 21 readers -
  • Machine learning is marketing’s future

    …. What used to be nice only in theory (predictive analytics, often complex and expensive) can now be put into practice, via features that allow for real-time data optimization, automated workflows and personalized content. Think of it as a team of robots at your disposal — at the ready to evaluate, modify and optimize your company’s programs so you…

    Marketing Land- 41 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…

    Brian Massey/ Marketing Land- 26 readers -
  • A 9-step guide to increase your landing page conversion rate

    … launching, testing, learning and optimizing can you improve your landing page conversion rate. But sadly, it falls under one of the five biggest problems B2B marketers face. To overcome such hurdles, we have put together a nine-step guide to help you optimize landing pages for improved conversions. 1. Understand your campaign goals You’d think the goal…

    Marketing Land- 22 readers -
  • 9 studies for landing pages that work

    … design? Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here. About The Author Brian Massey is the Conversion Scientist at Conversion Sciences and author of Your Customer Creation Equation: Unexpected Website Forumulas of The Conversion Scientist. Conversion Sciences specializes in A/B Testing of websites. Follow Brian on Twitter @bmassey …

    Brian Massey/ Marketing Land- 26 readers -
  • 6 UX principles marketers can’t afford to overlook

    … In the past, user experience and marketing have been two separate fields of study. User experience (UX) is rooted in often-unclear concepts of software design, whereas marketing has always been about hard data. Bad news for marketers: If you treat the user badly, you’re going to get punished. Our limited attention span and frustration…

    Marketing Land- 33 readers -
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