Design, Usability & Conversion Column

  • Achieve big testing wins by analyzing results by device type

    … and implement hybrid solutions utilizing the best results for each experience. The results may surprise you! 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 Abraham Nord is a Conversion Improvement Designer at SmartSearch Marketing…

    Marketing Land- 19 readers -
  • 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- 21 readers -
  • How to ask survey questions of liars and pretenders

    … or narrow down your design options. One way to do this is to ask some people to pretend they’re you’re customers and get their feedback. Bring in the liars and the pretenders Using surveys and focus groups to inform decisions is a time-honored tradition for advertisers and product developers. Traditionally, these were time-consuming and expensive…

    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- 21 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- 24 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- 24 readers -