Design, Usability & Conversion Column

  • 5 effective ways to improve your website’s checkout conversion rate

    … to check out as a guest: A/B test these tactics, and measure the conversion rate for you business. 3. Clear calls to action Don’t leave people confused. Tell them exactly what to do with a clear call to action. What might be obvious to you (or your designer) might be obscure to your non-tech-savvy users. If you have older customers who may be less…

    Marketing Land- 22 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- 8 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- 11 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- 10 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- 13 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- 8 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- 9 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- 11 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- 15 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- 8 readers -
  • 3 web UX personalization tools for code haters

    …, it integrates with Google Analytics, so you can manage and track results alongside your other performance tracking. Offsite-powered segmentation A powerful platform used by enterprises and smaller businesses alike, Frosmo allows you to gain full control of your website so you can modify any design or functional aspect without relying on code development…

    Marketing Land- 15 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- 8 readers -
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