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11 Culprits of Poor Website Conversions

March 2nd, 2015 No comments

By Barry Feldman
Owner, Feldman Creative

11 culprits of poor website conversions

You’ve got it going on with your keywords. You’re ranking high. The traffic is coming now. Web-a-palooza. Party time. Cha-chiiiiiing.

Not so fast Master Webmeister. It seems visitors are bugging out before they click a single thing.

This buzz-kill problem is called “bounce” in web speak. I call the culprits “website conversion killers.” You probably couldn’t care less who calls what what. It’s simply infuriating to see your incoming traffic come and go like lightning bugs.

Realize: Getting found won’t get you far.

You want visitors to click and stick.

After being involved in the creation of websites since—well—since websites were created, I’ve come to recognize the website mistakes that discourage new business prospects from getting into the website or getting any closer to becoming a customer. I’ve written about them on our blog and also in an article at Convince and Convert, but now I’d like to present the ugly truth about the web’s leading conversion repellents in a new infographic.

I hope you like it and I hope you share it too.

Here it is.

11-Leading-Website-Conversion-Killers

A great big thank you to the talented designer Marco Giannini, whose work is showcased here at www.infograficanimata.it

Review the entire list and make sure your website has zero conversion repellents. 

•  Define conversion
•  Make the website clean
•  Connect with keywords
•  Nix the jargon
•  Foster credibility
•  Offer helpful content
•  Inspire interaction
•  Embrace social media
•  Nurture
•  Make the site easy to search
•  Direct the visitor

 

*This post originally appeared on Feldman Creative.

 

About the Author

feldman-roundBarry Feldman is a content marketing consultant, copywriter and creative director with experience that predates AOL, Google and web-dot-anything. He’s been leading the creation of thousands of marketing programs for companies big and small for 25 years.

Barry blogs at many top online marketing websites and is a popular columnist. He’s often featured in interviews, webinars and industry best-of lists. Barry has been named a Top 40 Online Marketer by Online Marketing Institute, a Top 20 Content Marketing Leader by Onalytica and was included in LinkedIn’s Top 25 Social Media Marketers.

 

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Categories: Content, Conversion Tags:

3 Simple Copywriting Tips for Conversion Optimization

February 23rd, 2015 No comments

By Helen Nesterenko
CEO & Co-Founder, Writtent

3 simple copywriting tips for conversion optimization

 

When you’ve got traffic coming to your site but it isn’t converting, copywriting tips for conversion optimization can help you turn lookers into buyers.

Why waste time and money modifying marketing campaigns when a few simple tweaks can get more visitors to your shopping cart? It’s unnecessary.

Before you go making costly changes, spend some time optimizing your site for conversions. Fine-tune your copy and test!

Here are three simple things you can do right now.

 

Tip #1: Make your copy skimmable.

A funny thing happens when people read websites: they don’t actually read. They skim, they scan, and then poof, they are gone. In fact, research conducted on how people read online found that only 16% of users actually read word-for-word!

Perhaps it’s from years of conditioning, where we’ve learned that most of what we see on the Net isn’t worth reading. Perhaps it’s from data overload, where our brains need to take shortcuts in order to process things. Whatever the reason, anyone concerned with conversion optimization should make their content skimmable.

One of the easiest ways to keep readers is by breaking up blocks of text. This can be done by incorporating images, white space, and elements such as:

  • headings (use H tags)
  • bullet points
  • numbers
  • italics
  • bold

Generally, this will lower your bounce rate and increase time on site, which should increase your conversions. Additionally, Google seems to favor websites with navigable pages and content, so there may be an SEO benefit.

 

Tip #2: Ditch the marketese.

As a copywriter, your job is to communicate effectively and sell. Your job is not to impress readers with your knowledge of fancy words, or with the way you can weave literary references into your melodious, flowing sentences. Seriously, cut the fluff.

as a copywriter, your job is to communicate effectively and sell

There are actually 2 copywriting tips here for conversion optimization.

  1. Remove all hyperbole and industry jargon from the copy on your site.
  2. Simplify and shorten all complicated phrases in your content.

Conversion rates increase when readers feel as though they are being spoken to genuinely. It hurts your credibility when it is clear that your website exaggerates. The only thing “marketese” does for you is waste valuable space on your site.

Some words to remove and replace right away:

  • cutting-edge
  • unbeatable
  • revolutionary
  • high-end
  • impactful (technically, this isn’t even a word)

You might also want to get rid of these:

  • as of this date
  • at the end of the day
  • across the board
  • owing to the fact that
  • think outside the box

 

Tip #3: Skip the math – appeal to the emotions.

This is one of the most often overlooked copywriting tips of all. Perhaps an example will clarify this important tactic for improving your conversion optimization…

This article in The Atlantic cites an interesting study. Basically, it says that the math side of our brains is turned off when we read ad copy. In the study, consumers generally couldn’t tell the difference between the following two offers, even though the second one is better because the consumer gets 50% more coffee.

  • Deal #1: Get 33% more coffee.
  • Deal #2: Get 33% off the regular price.

What does this mean for you, the marketer? It means that you should adjust your offers. Instead of discounting a product or service, offer more of it (and/or something extra) for the same price. Our brains think qualitatively when we read copy. Let’s consider how one might write to sell a $50 bottle of supplements.

  • Ad 1 tells the consumer he or she will enjoy increased energy and get a free e-book on healthy living… plus a free T-shirt.
  • Ad 2 tells the consumer the bottle is one-third the price of competitors.

The first statement wins. Why? Because it shows clear benefits. And because when we make purchase decisions, we act emotionally, rather than mathematically.

 

Conclusion

Conversion optimization can be a technical and time-consuming process. However, the reasons for your low conversions aren’t always complicated. Many times, small changes can have big effects. Put these three copywriting tips to use on your website and landing pages. You may be surprised at the results.

 

About the Author

avatar1Helen Nesterenko is in online marketing and eCommerce business for over 10 years. Writtent.com is the second endeavour she founded in 2013. Writtent.com makes it easy for businesses to find and work with freelance writers.

 

 

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Categories: Content, Conversion Copywriting Tags:

Video 2.0: Video Players that Convert More Viewers into Customers

February 16th, 2015 No comments

By Greg Jarboe
President and Co-founder, SEO-PR

 

video-players-that-convert

The benefits of using video to convert viewers into customers are well document­ed. According to KISSmetrics, viewers are anywhere from 64-85% more likely to buy after watching a product video. And a survey by Animoto found that 73% of consumers are more likely to buy a product or sign up for a service if they watch a branded video that explains the product.

Over the past year, we’ve learned a lot about the types of videos that influence the purchasing decisions of 53% of all consumers in the U.S. For example, ZEFR uncovered 12 different video styles and/or genres that don’t have the words “product” or “review” anywhere near them. Instead, they’re words like “unboxing,” “torture test,” “haul,” and “pickup.”

However, we are still testing the potential of video as a conversion driver. So, perhaps it’s time to take a closer look at the video player itself – which has changed remarkably little over time. All we can do with most video players – including the ones used by YouTube and Facebook videos – is scan title-level information (i.e., name, description, picture, duration), and play, pause, fast-forward, and rewind the linear content.

But a few innovative companies – including JW Player, Wistia, and Vinja Video – are pioneering a concept that has been called “Video 2.0.” They are creating video players that convert more viewers into customers. How?  In large part by loosely coupling content, presentation, and analytics—enabling a highly dynamic ecosystem of localization, personalization, profiling and commerce driven by big data.

Here’s a quick overview of what these pioneers are working on:

 

JW Player is the largest independent video player in the world and the third largest overall behind YouTube and Facebook. The company recently announced that over 1 billion unique monthly viewers watched video on the JW Player during December, marking the first time the company has surpassed the billion viewer milestone in a single month.

One of the interactive demos featured on the JW Experiments section of their website is called “Hot Spots.” It says, “Interactive video is a concept used in many applications — marketing, eLearning, eCommerce, and digital storytelling, just to name a few. This experiment shows a simple yet effective implementation, with hyperlink icons popping in and out over the video. Icons can link to external pages, chapter markers in the current video, or to other videos.”

 

Wistia is a commercial service for hosting and sharing videos online.  With Pardot’s Wistia connector, users can track and monitor the success of their video marketing efforts, all from within Pardot. The Wistia connector allows marketers to:

  • See which prospects are interacting with their videos.
  • Add interactions to prospect profiles.
  • Access information on views and shares.
  • Determine engagement levels throughout each video.

According to a press release, Wistia increased conversion from its free trial program by nearly 30% percent with lead management campaigns powered by Pardot. Wistia creates, deploys and manages its online lead nurturing campaigns using Pardot, capturing the top of funnel leads for tracking and lead nurturing. With insight into the prospect, the company sends targeted emails, depending on how far along they are in the sales cycle.

 

Vinja Video was founded on the premise that it’s about time for web video to stop working like VCR and start working in concert with other web media. They recently released the public Beta of their cloud-based software that enables you to turn passive viewers into active consumers of the video content you want to highlight–and they want to watch–in any order they choose.

ULTA Beauty HaulAccording to a blog post, ULTA Beauty, a global leader in consumer cosmetics, recently launched #ULTAHAUL, featuring videos posted by guests (i.e., customers) who come home with a “haul” of merchandise that they share with followers one product at a time. Haul videos–the non-geeky first cousin of unboxing videos–started to get the attention of online retailers last year, spiking in 2013 during the week of Black Friday.

 

On Tuesday, May 12, 2015, I will be speaking about “Testing Video for Conversions: How to Turn Viewers in Buyers” at the Conversion Conference in Las Vegas.  This session will include case studies and examples from brand side marketers regarding what problems they encountered, what tools they are using, and what results they have seen from conversion rate optimization (CRO).

Although I will cover the small steps that marketers can take by tweaking their video content, my hope is that I will be able to report the giant leaps that are possible by changing the way we select and interface with video content. That’s the promise of Video 2.0: Video players that convert more viewers into customers.

 

About the Author

Greg JarboeGreg Jarboe is the President and co-founder of SEO-PR, a content marketing agency. He is also the author of YouTube and Video Marketing: An Hour a Day as well as a contributor to Strategic Digital Marketing: Top Digital Experts Share the Formula for Tangible Returns on Your Marketing Investment, Complete B2B Online Marketing, and Enchantment: The Art of Changing Hearts, Minds, and Actions. He is also profiled in Online Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus. He’s on the faculty at the Rutgers Business School and Market Motive. He writes for ClickZ and ReelSEO. He is also a frequent speaker at industry conferences.

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Don’t miss this year’s biggest and most established conversion optimization event! Join us at the Conversion Conference Mega Event in Las Vegas, May 13-14, 2015 – Check out the agenda and register now.

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8 Things Every CRO Expert Should Be Doing With Google Analytics

February 2nd, 2015 No comments

By Natalie Henley
VP, Volume Nine

 8 Things Every CRO Expert Should Be Doing With Google Analytics

If you’ve been living under a rock for the last 2 years, you may not have noticed that Google Analytics has changed…a lot. As CRO experts, we know that good measurement is the foundation of everything we do. With the popularity of Analytics only continuing to grow at every level, it’s our responsibility to stay up to date with the toolset, as well as make sure we are helping our clients take advantage of all the new data at their fingertips.

A few months ago, I decided to challenge myself and get certified in Google Analytics. Honestly, it was a lot of work, but I can’t believe how much had changed in the last year. I strongly recommend every CRO expert consider getting certified. Also, I made this sweet Google Analytics Certification study guide to help.

If you don’t spend a lot of time exploring Google Analytics, here are some of the features & techniques you may have missed that could add a lot of value to your CRO processes:

Behavior Metrics

behavior metrics

Although not a new category for Analytics, there are a lot of great data points & features in these reports. These are more classic CRO features of Analytics, but absolutely worth pointing out. A few of my favorites include:

-          Behavior Flow – Track the typical flow of traffic through the content of your site. This is especially useful when segmenting your traffic.

-          Google Tag Manager – Google Tag Manager just made this a lot easier for us all. Now you have more ability than ever to implement and analyze event tracking, without worrying about when a developer can get to it for you.

-          Experiments – Although you can certainly pay for third party A/B testing tools, Analytics also gives you the ability to run content experiments on up to 10 versions of a single page. Also, through Google Tag Manager you can also run experiments on your apps.

 

Conversion Metrics

conversion metrics

Ok, the standard stuff is still in these reports (e.g. conversion rates, ecommerce tracking, etc.), which I’m not going to dig into. However, there are some newer features that are worth paying attention to as it relates to multi-channel reporting. These metrics are invaluable to CRO, as it gives you a better picture of how each channel is performing relative to its spot on your marketing funnel.

-          Multi-Channel Funnels & Assisted Conversions – I remember 2 years we were all clamoring for this at conferences, and now we’ve got it and painfully few digital marketers seem to be taking advantage of it. This set of reports really lets you draw a picture of which channels are converting customers & which channels are really assisting those conversions.

-          Attribution & Model Comparison: For the more avid data geeks, it stands to reason that if you can track the path across channels that a customer travels, it’s fair to reason that the last channel shouldn’t necessarily get all the credit.  These sets of reports allow you to adjust the credit each channel gets, so that you can get a full picture of which channels are really performing better.

 

Common Setup Mistakes

common setup mistakes

Ok, this is a big one & frankly a lot of digital marketers don’t do their full due diligence in these. In CRO, we are reliant on the data to make good decisions & if the tracking system is flawed, we will also have flaws. A couple of the biggest setup elements that get missed regularly are:

-          Views & Filtering: Analytics recommends having at least 3 views, a clean, non-filtered view, a test view, and then your “go to” view that incorporates IP address filtering, etc.

-          Internal Site Search – Its super simple to setup, and yet skipped a lot. If a client has internal search, it’s worth the few minutes to set it up in Analytics so you can track where user experience and navigation may be falling short.

-          Content Grouping – A really neat feature of Analytics, if you want to be able to analyze a set of content (e.g. your blogs or all your service pages), you can set that up as a custom content group.

 

Get Certified – It’s Free!

Frankly this short blog post can’t do Analytics the justice it deserves, even reading back through this there is still a ton that I haven’t covered (e.g. understanding how the data is pulled in Analytics, the difference in custom vs. standard reports, etc.). However, I’ve spent my entire career using Analytics for clients and I still can’t believe how much I learned by going through the certification process.

Why you should get certified:

  1. It’s now free
  2. It’s a lot of work, but I’ve made it a lot easier with an in-depth GA study guide to help out:
  3. You are going to learn a ton
  4. Worst case scenario, it’s a good skill to post on your LinkedIn Profile

Even if you don’t carve out the time to do the full Analytics Certification process, it’s totally worth it to take some time to get to know some of the new features and reports that Analytics is continuing to roll out.

 

About the Author

Natalie Henley Headshot (3)Natalie Henley is a VP at Volume Nine, a Denver SEO company. She is a thought leader in the digital marketing industry & has spoken for numerous organizations & for industry conferences, including Search Engine Strategies, Digital Summit, ClickZ & Media Bistro. She specializes in digital marketing strategy, data analysis, data projections & creative digital campaigns.  For other CRO & SEO tips, subscribe to the V9 blog www.V9SEO.com/blog or connect with us on Facebook.

 

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Don’t miss this year’s biggest and most established conversion optimization event! Join us at the Conversion Conference Mega Event in Las Vegas, May 13-14, 2015 – Check out the agenda and register now.

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Categories: Analytics, Digital Marketing Tags:

4 conversion optimization trends and tips to watch for in 2015

January 19th, 2015 1 comment

By Karl Norelius 
Vice President of Sales, LeadsPedia, Inc.

4 cro trends & tips copy

Although the holidays have come and gone, that doesn’t mean marketers should take their figurative foot off the pedal in terms of accelerating conversion rate efforts. With New Year’s resolutions in full swing, it’s time to ramp up outreach efforts.

There are a handful of things advertisers should keep an eye out for in the early months of 2015. To yield the most successful results, marketers must be vigilant for upcoming trends and patterns that can drastically impact conversion rate optimization success. The end goal for most advertising professionals, in addition to proving return on investment, is this: How do we obtain more conversions - and therefore sales – than we did last year?

Conversion rate optimization can dramatically improve landing pages and a company’s website. There are number of factors that go into creating successful CRO, but marketers need to simplify their outlook and develop a strategy that will work for their clients’ needs.

That said, here are four tips and trends to keep an eye out for in 2015:

1. Complete a comprehensive analysis.

Although this may seem trivial, the first thing a business must do is perform a self-audit of their current strategy. If a conversion rate is currently underperforming, marketers must first try and identify where the discrepancy lies. Once that’s established, it’ll be much easier to move forward and progress. If a certain metric is lacking, it’s wise to dedicate a new or unique strategy to try and improve upon that unit of measurement.

2. A/B testing is here to stay.

Believe it or not, A/B testing can dramatically improve conversion rates. While some believe CRO and A/B testing are the same thing, they’re actually not. The former is an all-encompassing experience that guides a visitor through a website with the content and call to action compelling the user to complete a conversion. The latter focuses on testing two separate variants, A and B, against one another and see which produces higher results. For instance, a marketing team can test changes to its website against its current design and see if the modifications yield positive metrics. A/B testing is an aspect of CRO. In fact, 67 percent of companies are currently A/B testing, according to a recent RedEye and Econsultancy study. It’s the fourth year in a row A/B testing was the No. 1 CRO activity.

3. Bigger is better.

The entire purpose of improving CRO is to grab the user’s attention enough so they will convert. That said, calls to action must be prominent enough to literally capture the attention and direct the motives of the visitor. CTAs not only must be large and noticeable, they must also be placed in easy-to-view areas of the website so the information isn’t glossed over or worse, not even noticed. According to Unbounce statistics, more than 90 percent of visitors who read a website’s headline also read their CTA copy, which highlights the importance for CTAs to be above the fold.

4. It’s all about the user.

It’s all about the user: In the past, conversion tactics focused on selling high-quality products without focusing much on the user experience. That’s set to change in 2015, though. In fact, the user is now the primary driver of conversion rates optimization, and will be going forward. The user’s tendencies, needs and preferences will all dictate how CRO strategies will play out . It only makes sense that conversion rates increase when a company’s goals meet with a user’s buying objectives. When motivations align, the likelihood of a conversion is much higher. Businesses need to figure out how their visitors feel and what their habits are. Once determined, conversion rate strategies can be optimized.

 

karl-norelius

About the Author

Karl Norelius is VP of Sales at LeadsPedia, a SaaS performance marketing platform bringing Affiliate Management, Lead Distribution, Call Tracking & Routing all into one unified platform.

 

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Make plans to join us at the Conversion Conference Mega Event in Las Vegas, May 13-14, 2015 – get a full pass for only $897 when you register by January 31, 2015!

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Categories: Conversion, Digital Marketing Tags:

7 Ways to Refresh Your Testing Strategy

January 12th, 2015 No comments

By Kim Ann King
Chief Marketing OfficerSiteSpect

 

refresh testing strategy

Every once in a while it pays off to “test outside the lines.” Don’t get stuck in a testing rut and run the same old tests on copy and layout to increase clicks and conversions. It’s high time to shake up your site testing plan, and start testing new elements such as form length, shipping prices, location, mobile display, and more. Here are seven ways to freshen up your testing strategy:

 

#1 – Test the Ideal Form Length

Many optimization experts believe that the shorter the form, the higher the conversion rate. But that’s not always the case. Case in point: a SiteSpect client recently tested a longer version of its signup process. Test results proved that the longer form actually resulted in higher engagement and signups. Another client tested multiple variations of its address collection form to determine which length was optimal, leading to an increase in form completion rates of 8.75%. The winner?  The one with an additional, optional address field.

Bottom line: Shake up your form testing initiatives by trying longer form lengths with more form fields or additional form pages, as counter-intuitive as that sounds. Don’t let predisposed assumptions be a block to higher conversions.

 

#2 – Test How to Best Personalize Location-based Content 

Multivariate testing and targeting allows you to optimize content based on your customer’s location and customize the checkout and registration process accordingly. For example, if a site visitor from London is looking for an item to purchase, test displaying the UK flag, showing prices in pounds instead of dollars, and giving relevant international shipping estimates. In this instance, your site and checkout form can also be customized for British English, versus American English, helping to increase the likelihood the visitor will complete the checkout process.

Bottom line: Test information relevant to the visitor’s location and customize your registration and checkout process accordingly. You’ll be surprised at what a difference it makes!

 

#3 – Use Location to Test What Weather-related Content to Display 

A visitor’s location can also play an important role in what they are searching or shopping for. For example, winter visitors from Vail, Colorado, which receives significant yearly snowfall, should be far more interested in snow-related items (such as shovels, ski boots, or winter jackets) than visitors from Florida.

Bottom line: A visitor’s location can play an important role in what they’re searching for. Test showing relevant weather-related offers and merchandise to visitors based on their location.

 

#4 – Test Checkout Experiences for Known versus Unknown Visitors

Try testing two different checkout flows, one for visitors who are already logged in, and another for new or returning visitors who are not logged in. Ideally, you can direct the logged-in visitor to a single checkout form to complete a purchase, whereas new visitors may have to enter their name, address, and payment information.

Bottom line: This simple idea can help drive repeat customers to purchase more, increase their average order value, and drive additional business metrics.

 

#5 – Test Optimal Free Shipping Thresholds 

Free shipping can be one of the best incentives to convert browsers into buyers. But this benefit should be tested until an optimal threshold for increased conversion rates has been found. What works for one organization may not work for another.

A small increase in threshold, such as from $30 to $35, could increase average order values and thus increase bottom-line revenue — but it could also have an opposite effect and cause fewer visitors to convert. Look at your own internal pricing data and the current free shipping threshold to determine the cost to achieve free shipping within your test, and then iteratively roll out the test to your audience.

Be sure to measure these free shipping cost changes thoroughly so you have as much data as possible to make informed shipping cost decisions.

Bottom line: Free shipping can be one of the best incentives to convert browsers into buyers.

 

#6 – Test Checkout Plug-ins

Throughout the checkout or registration process, there are numerous areas where a visitor can just give up out of frustration and exit. That’s why most e-commerce sites feature plug-ins designed to alleviate anxiety. For example, many sites include an option to chat with a representative when making a purchase.

In this new testing idea, you can run a simple A/B test by using your testing tool to turn off chat for half of your audience in order to validate that the plug-in is helping increase conversions for the other half.

Bottom line: It’s worth testing whether these plug-ins are performing the way you expect.

 

#7 – Test Mobile Display for Both Tablets and Smartphones

Many marketers treat tablets the same as smartphones and group them under a general heading of “mobile.” The truth is, mobile visitors have vastly different behavior when using a tablet versus a smartphone.

According to IBM Benchmark Hub reports from Black Friday and Cyber Monday 2013, tablet visitors actually spent double the amount of time on e-commerce sites, and converted 50% more often than smartphone visitors.

With this in mind, consider your overall mobile experience and what that looks like on both a smartphone and a tablet. Ensure you are taking advantage of the increased screen real estate afforded by tablets and the time that tablet users are spending on your site to make the most of the mobile shopping experience.

If you do not have a site that is optimized for the screen size of tablets, consider a test that sends site visitors to the full desktop version of your site instead of a smartphone-optimized version. However, in the best case scenario, you should have a unique experience designed for smartphone, tablet, and desktop visitors that optimally utilizes the screen size for each device.

Bottom line: Mobile visitors have vastly different behavior when using a tablet versus a smartphone.

 

Summary

These are just some ideas to put new life into your web and mobile testing initiatives. Just about anything on a website can be tested, from how it looks to how it works. Companies can test and optimize both front-end content and back-end functionality, while creating relevant experiences for every site visitor. Going into any test without preconceived notions can deliver results and increased conversions beyond expectations. Not convinced? Test it! Would you like to learn more? Download SiteSpect’s whitepaper entitled “7 Ways to Refresh Your Optimization Strategy.”

 

About the Author

kim ann kingKim is an award-winning marketing executive and has been a business-to-business marketer for nearly 30 years.

She currently serves as the Chief Marketing Officer of web optimization firm SiteSpect, where she is responsible for demand generation, brand awareness, and sales readiness initiatives that drive customer acquisition and retention.

Throughout her career, Kim has built global brands and positive market presence, helping to successfully launch several well-known technology companies, including host security provider Bit9, Internet content delivery provider Akamai Technologies (the fourth-most successful IPO on NASDAQ in 1999), and e-commerce pioneer Open Market (IPO in 1996).
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Make plans to join us at the Conversion Conference Mega Event in Las Vegas, May 13-14, 2015 – get a full pass for only $897 when you register by January 31, 2015!

 

Categories: Digital Marketing, Testing Tags:

4 Unconventional Landing Page Techniques

September 22nd, 2014 No comments

By Juan Pablo Castro
Community Content Manager, Landerapp

 

 

4 unconventional landing page techniques

The Internet is packed with tips and tricks for maximizing the effectiveness of landing pages, but it may be time to think outside the box to improve results.

Although tried-and-true methods of Web design often deliver traffic, if you’re looking for a way to shake things up, it could be time for a change. Here are some landing page design tricks you may not have previously considered:

 

1. More Than One Call to Action

This tip goes completely against conventional landing page wisdom, but it can pay off when used appropriately, according to Crazy Egg. Most Web marketing experts will say one direct, specific call to action per page prevents users from being confused.

Utilizing multiple CTAs adds more opportunities for website visitors to convert. However, it’s important to let the page length and content dictate the number of CTAs you use. While more than one can contribute to higher conversions, don’t overdo it.

Multiple CTAs are most effective when they appear on a longer landing page. Traditional landing page design tips would recommend to keep pages short with the primary CTA appearing above the fold. It’s important to consider the overall flow of the page when using multiple CTAs.

 

2. Use Keyword Optimization for Images 

Search engine optimization is crucial for increasing landing page traffic, but you may be overlooking a few small aspects of your page where you can improve results.

Keyword optimization for images is a great way to boost on-page SEO results, Web Ecommerce Solutions reported. This strategy does not require a great deal of effort. All you need to do is name the image file to reflect your keyword targets before uploading it. Keywords can also be entered in fields for image properties, such as descriptions, titles, tags and comments.

Not only does this make your page appear more frequently on search engine results pages, it also increases the chances your products will be found in a Google Image search, which is particularly important for e-commerce vendors.

 

3. Longer Content 

Going back to landing page length, long form content can be beneficial when used in the right context. Shorter pages make sense in many ways: You want visitors to find what they need in the smallest amount of time possible.

However, the goal behind longer content is to provide readers with more resources that answer all of their questions. If you’re wary of creating a lengthier landing page, it’s important to remember that content needs to be engaging to keep viewers on the page.

Again, you need to consider the overall objective of the landing page and customer preferences. If potential customers need a lot of information before converting, longer content may be effective. It won’t necessarily be applicable for a quick, short-term offer.

 

4. More visuals

In the past, it was always thought that simpler landing pages were better because there was less to distract visitors from converting. However, images are quickly establishing themselves as a vital part of a content marketing strategy.

Visually compelling imagery can make people more likely to stay on your page. Photos, videos and infographics can make your landing page convert prospects.

Visual content works well because it’s a great way to distill complex information in an easy-to-understand format, which is useful for business-to-business vendors that sell highly technical products.

In particular, video can significantly increase conversion rates. This is a major change from conventional thinking that landing pages should be as simple as possible. Providing an interactive experience can drive conversions, making your pages more successful.

 

About the Author

JPCJuan Pablo Castro works as Community Content Manager at Landerapp, a landing page platform. He’s an author for the company’s blog, where he writes about Landing Page Optimization, Social Media, SEO and SEM. He also curates content for the company’s Twitter at @landerapp. 

 

 

 

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Make plans to join us at the Conversion Conference Mega Event in Las Vegas, May 13-14, 2015 – get a full pass for only $897 when you register by January 31, 2015!

 

 

Categories: Conversion, Digital Marketing Tags:

Igniting Behavioral Data for Business Growth

September 9th, 2014 No comments

By Yaniv Navot
Marketing & Growth Manager, Dynamic Yield

 

igniting behavioral data

Collecting behavioral user data, such as affinities, interests, demographics, past purchase data and any other available user-centric information may have a significant, positive impact on user experience and business growth. It is a dynamically evolving area, which involves complex machine-learning algorithms and data mining capabilities.

Utilization of behavioral data for customized ads and/or content requires deep data mining abilities.

Data mining is a term used to explain the process of analyzing big data for the purpose of finding interesting patterns, correlations and insights. It is an analogy of the method of extracting rock-solid data from a massive mountain. In the online world, data mining is used to find behavioral patterns of users by analyzing their past online behavior.

While one might think of it as an out-of-reach technology, the fact of the matter is that behavioral analysis and targeting tools have become much more accessible today and most valuable – now more than ever. In fact, behavioral targeting is all around us. It is commonly used by online advertisers to deliver customized ads and increase the relevancy and effectiveness of their off-site campaigns. One classic example is the retargeting of ads to segments of visitors who had previously visited the website based on specific behavioral criteria. Another great example would be Facebook’s Lookalike Audiences capabilities. The Lookalike Audiences feature allows advertisers to automatically target people on Facebook who are very similar to the initial seed of audience, which was selected by the advertiser as a highly relevant target audience to its business.

Behavioral analysis and predictive abilities are gaining in popularity.

Many websites today understand that in order to increase user experience, engagement and conversion rate, they need to engage users in more personalized ways. Up to 94% of in-house marketers agree that website personalization is critical to current and future success (source). Predicting future behavioral patterns of the target audience may have an impressive impact on the bottom line, and that’s exactly were website personalization engines come in handy.

Concluding valuable insights from a thorough, automated data mining process and, then, dynamically packaging it for personalized recommendation modules is one of the most typical and effective ways of leveraging behavioral data. As an example, e-commerce sites have been using this technique for offering personalized product recommendations to their visitors.

With the explosion of big data, before making any big decisions, marketers should know how to effectively gain valuable insight and avoid any bias.

One of the key findings according to “The State of Always-On Marketing Study” conducted by Razorfish in collaboration with Adobe is that 76% of marketers are failing to use behavioral data in segmentation analysis and targeting execution. In addition, very few are capable of delivering real-time analytics and experiences in terms of technology, creative execution and integration of data. Choosing the right behavioral targeting tools, as well as a mature marketing strategic plan, is key to achieving success.

 

About the Author

yaniv navotYaniv Navot is the Marketing and Growth Manager at Dynamic Yield, a SaaS-based solution for real-time personalization and automated conversion optimization. He’s a conversion optimization enthusiast and a web analytics expert.

 

 

 

 

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Make plans to join us at the Conversion Conference Mega Event in Las Vegas, May 13-14, 2015 – get a full pass for only $897 when you register by January 31, 2015!

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Categories: Conversion, Targeting Tags:

Wanted: CRO Experts to Speak at Conversion Conference Las Vegas 2015

July 21st, 2014 No comments

call-for-speakers-lv-blogveAre you an expert in conversion optimization, web usability, marketing analytics, neuromarketing, UX or other discipline related to website conversion rate optimization?

If you read our last post on the top speakers from Conversion Conference Chicago and thought, “Hey, I’d like to be among these folks,” then you should apply to speak at Conversion Conference Las Vegas, May 13-14, 2015.

We’re looking for killer presentations that would inform, delight, and impress an audience composed mostly of chief marketing officers (and others in the C-suite), conversion managers, UX designers/specialists, internet marketing directors and managers, e-commerce professionals, and web designers.

In addition, presentations should align with the following categories:

  • Getting started with CRO
  • Enterprise testing and optimization
  • B2C and ecommerce strategies
  • B2B lead gen strategies
  • Testing techniques
  • Neuromarketing/persuasion techniques
  • Mobile optimization and testing
  • UX and usability testing
  • Content/social/email strategies (as they support CRO)
  • CRO management (culture/team/process/analytics)
  • Tools and technology

Learn more about the content we are looking for and our selection process.

And if you really want your application to have at least a fighting chance, bear these in mind when crafting your session proposal:

  • Topics should not focus on a specific vendor tool or solution
  • Preferred sessions are those that are highly actionable (e.g. 5 Ways to … , 7 Strategies for…, etc)
  • Attendees prefer sessions with examples (successes and failures, best practices and worst practices, etc)
  • Case studies should have broad appeal and applicability (not specific to a small niche or industry)

If you qualify, you must submit your application online by August 8. Applications not submitted through this process will not be considered. If you have questions about this call for speakers, please contact Casey Murphy, casey@sitetuners.com or (619) 866-4606.

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Top Speakers from Conversion Conference Chicago 2014

July 17th, 2014 1 comment

ConvConTopSpeaker2014Wondering which presenters and sessions were a huge hit among conversion geeks and digital marketers at Conversion Conference Chicago 2014?

Well, the results are in (drumroll…) and here are the highest rated speakers and presentations from our final Chicago show based on audience feedback and ratings:

 

1. Charles Nicholls, Chief Strategy Officer, SeeWhytop-speaker-nicholls

A frequent speaker at Conversion Conference, Charles has never failed to impress ConvCon attendees. His sessions have always been among the highest rated at the conference, and his latest keynote presentation on Unlocking Mobile Conversions was not an exception. Charles not only focused on the “why” of mobile optimization but shared some valuable tips to ease conversions for users on multiple devices.

 

top-speaker-crestodina2. Andy Crestodina, Strategic Director, Orbit Media

It was Andy’s first time to speak at Conversion Conference and we’re glad we included him in the speakers’ roster when we did. Attendees got really practical ideas on content creation and lead generation from his Content, Conversions and Lead Generation session.

Plus, his deck rocked!

 

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3. Angie Schottmuller, Director of Strategic Planning & Optimization, Three Deep Marketing

When it comes to combining SEO and CRO, Angie knows her stuff – and isn’t stingy with her knowledge. Her eagerness to impart truly useful advice with other marketers was greatly appreciated by ConvCon attendees, who gave her glowing feedback and high ratings in return. And hey, who wouldn’t love learning conversion hacks for organic search traffic from Angie’s MacGyver themed presentation?

 

top-speaker-harvey4. Joel Harvey, Managing Partner, Conversion Sciences

Joel gave ConvCon attendees an unforgettable moment at our March show in SF when he broke a phone to drive home a point about broken mobile experiences. He didn’t do any of that in Chicago but his session, Optimizing Phone Calls: Five Steps for More Rings, was still one of the most valuable for attendees.

Want to know Joel’s (and his partner Brian Massey’s) not-so-secret weapon for persuading audiences? It’s the lab coat.

 

 

Which sessions and speakers did you find most insightful at Conversion Conference Chicago last month? Let us know in the comments!

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Want to meet and learn conversion rate optimization from the world’s top experts? Make plans to join us at the Conversion Conference Mega Event in Las Vegas, May 13-14, 2015 –

 get a full pass for only $897 when you register by January 31, 2015!

 

 

 

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