Design, Usability & Conversion Column - Page 2

  • 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- 21 readers -
  • Machine learning is marketing’s future

    … When you hear “artificial intelligence” or “machine learning,” what comes to mind? A complicated technology that demands deep domain experience or a degree to use? This was once the way technology worked; only a select few had access. But innovation has a funny way of changing things. What might seem out of reach today can become widely…

    Marketing Land- 43 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- 27 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- 22 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- 26 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- 33 readers -
  • 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- 29 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- 21 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- 20 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- 25 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- 31 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- 10 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- 22 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- 33 readers -
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