Design, Usability & Conversion Column

    • 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.

      Marketing Landin How To's- 11 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…

    Marketing Land- 17 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- 18 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- 14 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- 37 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- 16 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- 21 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- 19 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- 23 readers -
  • 5 effective ways to improve your website’s checkout conversion rate

    … The Author Khalid Saleh is the CEO and cofounder of Invesp, a leading provider of conversion optimization software and services. In 2016, he is gearing up to launch his technology startup Figpii, a one-stop platform for everything related to conversion rate optimization. A recognized expert of marketing strategy, he has presented at marketing conferences across the globe. Khalid has been a frequent guest in key media .outlets, including CNN, BBC, SKY, France 24, MSNBC, New York Times, National Public Radio, and more. …

    Marketing Land- 27 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- 18 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- 15 readers -
  • Why 2016 is NOT the year of conversion optimization

    … thoughts that guided website optimization. Steve Krug had published “Don’t Make Me Think” in 2000. It made me think. Steve Krug made me think. The whole course made me think — think about the practice of conversion optimization and its historical development. The Eisenbergs had published the book, “Persuasive Online Copywriting,” in September…

    Brian Massey/ Marketing Land- 21 readers -
  • Your best users: Where they are and how to find them

    … help you. I’m a conversion optimizer and am fanatical about web analytics and data. It’s what I am. It’s what I do. In my world, everything starts and ends with analytics and conversions. By now, you have probably said to yourself, “Why do I care about this?” Here is why. It bugs me to no end when someone says they “think” they know who…

    Jeremy Smith/ Marketing Landin How To's- 9 readers -
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