Design, Usability & Conversion Column

    • 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.

      Ben Jacobson/ Marketing Landin How To's- 26 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- 12 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- 17 readers -
  • How to create remarkable offers and increase your conversion rate

    … obvious, until you can consider that the average landing page conversion rate is 2.35 percent, yet the top 25 percent are converting at 5.31 percent or higher. This signals a huge opportunity to increase content downloads by focusing on landing page optimization. Finally — and hopefully, obviously — the offer must deliver on its promises, without…

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

    … Philosophy abounds with variations on the notion that pretty good is actually pretty great. Aristotle found virtue in the middle ground between aesthetic and ethical extremes. Ralph Waldo Emerson advised “moderation in all things.” And we know how Goldilocks felt about finding something that was just right. But, still, it’s human nature to hold…

    Marketing Land- 20 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- 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…

    Brian Massey/ Marketing Land- 19 readers -
  • Machine learning is marketing’s future

    … accessible tomorrow — just look at the GPS system, or drones. We’re seeing this now with marketing technologies. Machine learning has made it so that marketing automation platforms can be predictive — able to learn, think and act without explicit instructions. The result: more precise, efficient marketing that adapts to the journeys customers travel…

    Marketing Land- 39 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- 23 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

    … and study’s.” When I say “Do a study,” I refer to the act of stopping during development and asking yourself, “Do we have any data to help with my current design decision? If not, could we collect some?” Some studies may only require a quick peek at your analytics. Others may require that you collect some data and may take days or weeks. All…

    Brian Massey/ Marketing Land- 24 readers -
  • 6 UX principles marketers can’t afford to overlook

    … existing forms is to reduce the number of fields. Setting aside the fact that humans are lazy and would rather type one less thing into a box, it has been proven that shorter forms result in higher conversions: Take this behemoth with 18 fields as an example: By cutting the form down to just six fields — the only fields that mattered — the company…

    Marketing Land- 29 readers -
  • 5 effective ways to improve your website’s checkout conversion rate

    … Checkout conversion rate is arguably the most important metric for any e-commerce business. This is the page where your business actually makes money. Mess up here, and all the hard work you put in attracting and nurturing visitors will have gone to waste. Shopping cart abandonment makes your checkout process conversion rate even more…

    Marketing Land- 29 readers -
  • Generating leads from content: Placing calls to action

    … the visitor to visit a landing page. The advantage of strategy 1 is that it doesn’t require the visitor to leave the page, where conversion rates are usually higher. The advantage of strategy 2 is that dedicated landing pages with a specific offer have higher conversion rates than content landing pages. We’ve found that conversion rates for dedicated…

    Brian Massey/ Marketing Landin Content- 20 readers -
  • Turning content pages into lead generators

    …. Typical landing pages are graded on their conversion rate, the number of people who take action divided by the number of people who see the page. Content pages tend to be graded on softer metrics, engagement metrics. Time on page and pages per visit are two soft metrics. If your business is investing in content to generate leads and sales, you need…

    Brian Massey/ Marketing Land- 19 readers -
  • 3 popular CRO tactics (that can backfire terribly)

    … Conversion rate optimization (CRO) is an easy enough idea to understand. You perform tests, measure activity, and then choose a winner based on the results. Unfortunately, many popular CRO tactics can actually hurt your business if not done correctly. In this post, I’m going to share three such tactics — and show you how they can backfire…

    Marketing Land- 19 readers -
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