Design, Usability & Conversion Column

    • Turning content pages into lead generators

      This summer, I presented at the Content Marketing Institute’s Content Marketing World conference. There I was faced with the challenge of explaining how content marketers can turn visitors into subscribers and subscribers into customers. There was one answer to this question in my mind: landing pages. I’ve written about landing pages here at Marketing Land.

      Brian Massey/ Marketing Land- 7 readers -
    • Generating leads from content: Placing calls to action

      Last month, I showed you how to turn a content page into a lead-generating landing page. After reading it, you should know what the following terms mean: Sidecar Showing the Guns Page Flair Peacocking Zuckerbait Heroing Lead Magnets Today we’re going to talk about where you should place powerful calls to action on a page.

      Brian Massey/ Marketing Landin Content- 7 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- 7 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- 10 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- 6 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- 8 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- 10 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- 14 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- 7 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- 14 readers -
  • 3 ways to use the “familiarity bias” for maximum B2B engagement

    … — make sure you don’t waste your time and money on platforms where your audience isn’t active. Put some significant time into researching the blogs and communities where you might find relevant customers, and look at the social channels where they’re most likely to be. For instance, if you’re a construction material supplier, you’ll want to connect…

    Matthew Barby/ Marketing Land- 8 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- 15 readers -
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