Design, Usability & Conversion Column - Page 2

  • Machine learning is marketing’s future

    … accessible tomorrow — just look at the GPS system, or drones. We’re seeing this now with marketing technologies. Machine learning has made it so that marketing automation platforms can be predictive — able to learn, think and act without explicit instructions. The result: more precise, efficient marketing that adapts to the journeys customers travel…

    Marketing Land- 41 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

    … existing forms is to reduce the number of fields. Setting aside the fact that humans are lazy and would rather type one less thing into a box, it has been proven that shorter forms result in higher conversions: Take this behemoth with 18 fields as an example: By cutting the form down to just six fields — the only fields that mattered — the company…

    Marketing Land- 33 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- 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- 22 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- 29 readers -
  • Your best users: Where they are and how to find them

    … is converting on their website. You shouldn’t “think.” You should know based on data mining and research you have performed. Google Analytics will tell you the age, gender, location, device and a number of other attributes for each person who visits your website. You can break it down even further and get specific demographic information about people 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- 20 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- 30 readers -