Design, Usability & Conversion Column

    • Your best users: Where they are and how to find them

      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.

      Jeremy Smith/ Marketing Landin How To's- 5 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- 10 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 in your business. 1.

      Marketing Land- 5 readers -
  • 7 advanced conversion strategies you probably don’t know

    … If you’re at the point in your digital marketing efforts where it seems like things are going fairly well, but you haven’t reached peak performance, then it might be time to take your conversion optimization efforts to the next level. To that end, you’ll want to split-test a number of CRO (conversion rate optimization) strategies that you’re…

    Marketing Land- 7 readers -
  • 2 ways word clouds help you optimize

    … have. Below, I present two ways to pre-process transcripts — Combining Words and Weighting — that will help you understand what language is truly important. First, here’s an example of how words can reveal conversion-improving ideas. How the word cloud saved us We had completed three rounds of A/B tests for Discount Catholic Products and had…

    Brian Massey/ Marketing Land- 8 readers -
  • How to run a conversion-focused Facebook Ads campaign

    … With 1.09 billion users, Facebook is an advertiser’s dream come true. But this immense reach also brings with it a lot of challenges. As click-through rates drop and competition increases, it’s more important than ever to run a conversion-focused Facebook ad campaign. In this post, I’ll share four things you can do to create a Facebook…

    Marketing Landin Social Facebook How To's- 13 readers -
  • Mobile-friendly redesigns: Experiment on your current site

    … be carried wholesale to the new site. These are the conversion drivers that often get overlooked in the rush to redesign. Then number and wording of your calls to action can carry over to a new design. Risk reversal What if a visitor fears the regret of purchasing the wrong product or getting spammed after filling out a form? Risk reversal handles…

    Brian Massey/ Marketing Land- 5 readers -
  • 3 web UX personalization tools for code haters

    …, conversion data, device, onsite searches and many more parameters, and marketers can set sophisticated personalization rules according to combinations of multiple parameters. Personalized user experiences can range from product recommendations to entirely different home page designs, and it’s all A/B tested for performance measurement. The platform’s…

    Marketing Land- 8 readers -
  • 3 ways to use the “familiarity bias” for maximum B2B engagement

    … with builders and designers. You’ll likely find them on Facebook, of course, as 50 million small businesses (PDF) have pages on the network, but you’ll also want to include a strategy to address more niche networks and websites like Angie’s List, Houzz and Porch. I’ve used this tactic within a ton of SEO campaigns to get results in the past. It’s…

    Matthew Barby/ Marketing Land- 7 readers -
  • Top 7 Must-Have Tools For Website Owners

    … and the right tools. After that, you can try out different tools to make your work process more effective and productive. You can’t get everything you need with one tool. It’s vital to check out various options like analytics, task management, work process automation and graphic design. The following are some of the most valuable tools for webmasters…

    Jordan Kasteler/ Marketing Land- 14 readers -
  • Visualizing Your Marketing And Sales Process

    … conversions for any given traffic source. If you read this column, you’ll be familiar with most of the knobs on this little gem. Value Proposition The headlines, text and images that spell out the value being offered by your company and products. Answers the question, “What’s in it for me?” Layout and User Experience The way the design draws a visitor’s…

    Brian Massey/ Marketing Land- 13 readers -
  • Is A “High” Bounce Rate Always Bad? Plus: How To Improve Bounce Rates

    … you’ve taken some of the previous steps to zoom in on traffic sources and entrance pages, you should indeed try to improve bounce rates for relevant traffic. The issues that affect bounce rates are mostly user experience or tracking issues. Here are some suggestions. Measure And Improve The Conversion Rates Of Meaningful Actions On The Site. Set…

    Marketing Landin How To's- 12 readers -
  • Why The Wrong Web Traffic Is Ruining Your Landing Page Test

    … Landing page testing is a great way to make the most out of your traffic. They’re already on your page — you just need to increase the odds that they’ll convert, right? You’d think it would be fairly easy to improve your conversion rate, so why, according to VWO, do six out of seven A/B tests fail to produce positive results? For many…

    Marketing Land- 8 readers -
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