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Simple Neuromarketing Hacks that Increased Revenue by 65% in the First Round

May 7th, 2014 6 comments

 

By Talia Wolf
CEO, Conversioner


neuromarketing is all about influencing buyer psychologyImage source

 

We’ve just finished our first round of tests with one of our new partners & have interesting results that can help in your next optimization test.

The product enables customers to design & personalize their own invitations, greeting cards, slideshows and more. As a photo service, they allow  to quickly turn life’s moments into magical digital creations to share with others.


The Goal


The test goal was simple: increase the amount of sales. The status was that users would download the app and pay for the service, our mission was to get more people paying.


At my latest event I spoke about the reason people buy products or services.


To put in a nutshell: We buy products because of what they make us feel about others and ourselves. This is the basic psychological status of our purchasing habits. This is where Neuromarketing hacks step in.


For example, people who buy Apple products buy them to feel sophisticated, unique, different & smart. Yes the product is great too, but it comes with a dream and a sense of achievement. Price is not a factor (mostly).


There are many companies  selling the same product or service as you are, and it is up to you to give your potential clients a promise, to sell the dream that comes with your product and not its features. This is what we set out to do in our test using different Neuromarketing tactics.

 

The original landing page

Original-Landing-Page

Once we reviewed our client’s landing pages and completed our research we set off to design a new funnel.


Our research showed that we should focus on the ‘promise’.  We won’t be selling invitations or birthday cards, we’ll be selling an unforgettable event, the dream of a perfect event and the perfect wedding/birthday that everyone will remember.


The Test

Variation 1:

Landing-page-variation-1


Variation 2:

landing-page-variation-2


The first step in the funnel was creating the landing pages. Each landing page was designed by text and image to create an experience that enhances fun, love and cherished moments that will come.


The pink colors were chosen to increase femininity and romance while the green color was chosen to establish wealth, relaxation, cool. Green is also known as the easiest color for the eyes to process that making it easier for people to focus on the action (more about the emotional power of color and its effect on conversion optimization).

Other Neuromarketing hacks were introduced via messaging and text and in addition each landing page contained a fair amount of data below the fold helping users and navigating them through each step of the way.

The Results:

Ok be honest, without looking at the results below: which landing page do you think won? (Comment below, we’d love to know)


So, the most interesting thing we established and always tell our clients is that every part of the funnel matters, from banner to checkout. Usually when companies want to improve their online sales, the first place they want to optimize is the checkout but that’s not always the right way to go. What matters is the process, and doing things in a methodological way that can educate us and help us establish a conversion optimization strategy.


And here’s how we prove it; the landing pages didn’t have a huge increase in downloads. Even though at first glance the page is about downloading the app, we didn’t see a large increase in downloads, what we did see is an 65% increase in revenue in the first round of testing! The similar amount of people were downloading the platform but 65% more were purchasing the product. This is to do with the messaging and emotional triggers used on the landing page and why it is important to know where to start optimizing. The entire funnel is important, emotional conversion optimization is about making the small changes along the funnel that trigger something in the user that won’t necessarily increase that particular part of the funnel but will have a huge impact on the funnel as a whole.


We’re already working on the next steps in the funnel and the landing page optimization process, we’ll keep you posted as we go.  By the way, the winner is variation 1 :)


Looking forward to your comments!


This post originally appeared on the Conversioner Conversion Rate Optimization Blog.

 

About the Author

wolf-vTalia is a conversion optimization expert, social media advisor & speaker. As CEO at conversioner she is known for helping worldwide companies optimize their funnels & increase their revenue using emotional conversion optimization. Prior to conversioner, Talia ran one of the top social media agencies in Israel, and she consults with several startups helping them build their social reputation, conversion & marketing strategy.


See Talia Live!


Join Talia in her session on “Emotional Targeting: How to Convert Visits into Customers in Less Than 3 Seconds” at Conversion Conference Chicago 2014, June 17-19.


Great news: You can still save with early bird rates when you register by May 9th.

Save $100 when you register

Categories: Conversion, Testing Tags:

How to Create Written Content that Generates Leads

May 5th, 2014 No comments

By Andy Crestodina
Co-Founder & Strategic Director, Orbit Media Studios

Do you need more leads?


Are you looking for creative ways to use your blog content to improve your conversion process?


In this article, you’ll discover how to identify and patch the weaker part of your funnel by writing the right type of content.


How Content Drives Leads


Written content works in many ways.


Some writing pulls your audience toward you, building awareness.


Other content builds trust and compels your audience to take action. In other words, content can be useful at strengthening different parts of the conversion funnel.


The “funnel” is just a metaphor for the path that visitors take on their way to becoming leads, starting with awareness and ending with action. If you’re not getting leads, it’s because there’s a weakness in your funnel.

 

Content conversion funnel

Create the content you need to strengthen your conversion funnel.


What follows are many tips to help you generate more leads with your written content.


#1: Raise Awareness at the Top of the Funnel

At the top of the funnel, your goals should be to:

  • Get attention.
  • Establish relevance to the topic.
  • Support your branding.

If your conversion rate from visitors into leads is good (above 2%), but your traffic is low, the top of your funnel is weak. Here are some tactics and topics that will help.

Include Search-friendly Blog Content

Traffic from search engines is an excellent way to fill the funnel at the top. One of the fastest ways to fill the funnel with referral traffic from search engines is to align your web content with key phrases. Before you write your next blog post, research key words that relate to your product or service and write your blog posts around these keywords.


Write Guest Blog Posts


Guest blogging on external sites offers three benefits to the top of the funnel.


First, as you post on blogs other than your own, your social following grows. Next, the posts improve your link popularity and make your site more likely to rank higher in search results. Finally, every guest post you write strengthens your network of allies.

 

Guest posting with benefits

Links in a guest post and bio can drive traffic back to your own site.

Share Your Content

Of course, you should share everything you publish across all of your networks. Better yet, learn to adapt your web content to perform well in other places. After you publish a blog post, create a supporting video and post it on YouTube. Then, turn it into a presentation and put it on SlideShare.

Publish List Posts


It’s a fact that some types of posts get more clicks than others. Numbered lists tend to get more clicks because they set an expectation with potential visitors: they’re organized, scannable and provide multiple items that are useful or interesting.

List posts encourage people to click through and read

List posts like this one encourage people to click through and read.


#2: Encourage Consideration in the Middle of the Funnel

In the middle of the funnel, your goals should be to:

  • Educate people.
  • Engage prospects.
  • Get visitors to go deeper—to subscribe to your email newsletter and follow you on social media.

If your site has few shares and no comments, if traffic from campaigns is low and your email list isn’t growing or if very few visitors return to the site and the average visitor sees fewer than two pages, the middle of your funnel is weak. Try these tactics and topics and create a stronger middle funnel and keep your brand top of mind with visitors.

Write Detailed, Authoritative Posts and Pages


How-to posts help you demonstrate your expertise and position your brand as helpful. Visitors love them. Truly useful How-to’s are the posts that compel visitors to subscribe and follow, and these actions lead to repeat visitors.


Link Related Topics With Relevant Content


If your website has detailed pages about topics A and C, but not B, your visitors will leave to find that information elsewhere. Ask yourself if you’ve missed an important piece of content. Write those pages and link them to the related pages on your site.

Value of related articles

MOZ linked the text “T-shaped approach” to a related article that further informs readers and leads them deeper into the site.


Collaborate With Relevant Influencers


Build credibility by partnering with people whom your audience trusts. Contribute to relevant blogs and invite relevant bloggers to contribute to your site. This collaboration is a form of endorsement that strengthens the perception of your brand.


Use a Personal Tone and Be Approachable


Building a community means being a person. Let your visitors hear the voice of the brand in the writing and see faces in the team section. They should see interaction in the comments. Faceless companies just aren’t as memorable and prospects won’t stick around if your brand feels impersonal.

 

#3: Drive Action at the Bottom of the Funnel

At the bottom of the funnel, your goals should be to:

 

  • Turn “suspects” into prospects.
  • Build trust.
  • Inspire visitors.
  • Start a conversation.

 

If the conversion rate of your website is below 1%, you’ve got a problem at the bottom of your funnel. If your site doesn’t have a complicated lead generation process or a confusing ecommerce checkout, the problem is probably your content. These tactics and topics will help you support the bottom of your funnel and move your visitors to action.

Tell Stories That Show Your Values


If lists are for the top of your funnel, stories are for the bottom. Take your time and write posts that tell people the complete story of why you do what you do. The story should show you care and why the work you do makes a difference, whatever it is!


Show Evidence of the Value of Your Services


Numbers can be powerful motivators. Use data to prove your results and give your visitors a reason to trust your abilities.


Also, remember that anything you write is marketing, but anything someone else says is social proof. Use the voice of your customers throughout your site as testimonials.


Publish Content That Answers the Most Common Sales Question


For every prospect who contacts you and asks a question, there may be 100 others who didn’t bother to reach out and ask. Listen for those common questions and publish the answers in a research article or in an FAQ section on your site.

Guide Visitors From the Blog Into the Marketing Pages

A great marketing blog gently steers its visitors toward the marketing pages. The posts you publish should be relevant to your products or services and link to marketing pages within the text. Use these links to guide visitors deeper into your funnel toward conversion.


Include Calls to Action Relevant to the Posts


Are you suggesting that people connect with you? Is there a call to action at the bottom of your web pages and blog posts that encourages visitors to contact you? Or is each page a mini–dead end? Nudge your visitors toward your contact page with quick calls to action placed strategically throughout your site.

 

An example of a call-to-action (CTA)

To increase conversions, place calls to action throughout your website.

Write Articles for Specific Prospects

Do you have a few potential clients who just aren’t ready to sign your proposal? Do they have specific concerns? Are several of them worried about the same thing? Write a post, case study or white paper that addresses that concern. Even if it doesn’t close the deal with current prospects, the post may warm up your next lead.

 

Conclusion

Know, Like and Trust.

You’ve heard this before. People work with those they know, like and trust. These aren’t just vague concepts. They’re specific parts of your conversion funnel. If there’s a problem with your funnel, you can fix it with specific tactics and specific topics.


Use the tactics outlined in this article to make the weak parts of your funnel more efficient and effective.

What do you think? Do you know of other ways to fix a funnel? Do you have any questions? Let us know with a comment below.

This post originally appeared on Social Media Examiner


About the Author

Andy Crestodina imageAs Strategic Director for Chicago-based Orbit Media, Andy has provided web strategy advice to more than 1000 businesses over the last 12 years. Andy loves to teach web marketing, both as a public speaker and on the Orbit blog. He has written more than 170 articles on content marketing topics including SEO, email marketing, social media, and analytics. He is the author of “Content Chemistry: The Illustrated Handbook for Content Marketing”. Andy graduated from the University of Iowa with a degree in Asian Language and Literature and a certificate to teach Chinese.


See Andy Live!


Join Andy in his session on “Content, Conversions and Lead Generation” at Conversion Conference Chicago 2014, June 17-19. Great news: You can still save with early bird rates when you register by May 9th.

See Andy Crestodina at Conversion Conference

 

Categories: Content, Conversion Tags:

Session Preview: 7 Ways to Make CRO a Growth Driver for Your Business with Sean Ellis

May 1st, 2014 No comments

 conversion rate optimization is at the core of growth hacking

As a serious conversion optimizer, you know how important optimization is to the bottom line. That’s why you champion testing, devote attention to improving usability and user experience on your site, and obsess over the ROI of your campaigns.

But oftentimes, conversion optimizers can get too caught up with chasing after tactical gains that they lose sight of the bigger picture. You forget to ask how optimization fits into the overall growth strategy, how your efforts contribute to creating a sustainable fuel – a competitive advantage, if you will – for the business.


Without such foresight, your optimization efforts may bring in some short-term wins but ultimately succumb to the law of diminishing returns. Over time, you’ll be getting less and less from every tweak and test. A lot of factors lead to this, such as the declining quality of ideas, increasing competition from other websites, and changing customer behaviors.


Fortunately, you can fix this early on by going beyond campaign-level optimization. And all you really need are conversion rate optimization skills and knowledge to growth hack your business.

Save $100 when you register

Meet Sean Ellis


‘Feel it’s time to unlock growth in your business? Then you should talk to Sean Ellis, the one who coined the term Growth Hacking itself.


ellis,s-vSean Ellis is the CEO and co-founder of Qualaroo, a startup focused on enabling marketers to get the most out of their websites. Prior to Qualaroo, Sean held marketing leadership roles with several breakout technology companies including Dropbox, LogMeIn, Uproar, Eventbrite and Lookout.


Sean ran marketing through NASDAQ IPO filings at two of these companies, so he definitely knows the essential ingredients for launching a successful marketing program for startups.


7 Ways to Make CRO a Growth Driver for Your Business


At his session in Conversion Conference Chicago, Sean will show how CRO was the key ingredient for the growth of Dropbox and LogMeIn. He will provide insights gained from growing two startups from concept to IPO (LogMeIn, Uproar), as well as his time at Dropbox, Eventbrite, and Xobni. You’ll learn everything from using early testing wins to build momentum, to maximizing test quality and velocity, to the golden questions in customer research that unlock big gains.


You’ll walk away with seven specific ways to make CRO a growth engine and a framework for a scalable and repeatable optimization process that can grow your business.


See you at Conversion Conference Chicago in June!


Make plans to join Sean at his Conversion Conference Chicago session. Great news: You can still save with early bird rates when you register by May 9th.


If you’ve already registered for the Chicago event, don’t forget to check the agenda for other must-attend presentations!

Categories: Conversion, Digital Marketing Tags:

Session Preview: Marketing Apps – The Next Must-have Weapon in Your Conversion Arsenal with Mary D’Alatri-Ward

April 28th, 2014 No comments

How marketers think online users behave vs real online behavior


We digital marketers have been through a lot in these last few years. We’ve had to cope with rapid changes in the socio-cultural and technological landscape: the increasing ordinary-ness of mobile and social, and the changing habits, whims, and values of an always-on, always-connected consumer.


And yet, our basic problem as marketers remains the same: How do we capture and keep the interest of our visitors?


The bad news is that there is massive content on the web and our user’s attention is very much limited. So we can safely say that we have the same problem; Only this time, the difficulty level has gone up a notch. Or even higher, given the content overload that our audience experiences daily on the web.


Enter marketing apps, which, according to advocates, cantransform your static content into a useful digital experience.” They can potentially help us cut through the clutter and noise of the gazillions of content produced every day. They can help our landing pages stand out in the sea of cookie-cutter pages on the web.


Hey, we can finally practice user-centered design by putting out content that our visitors actually find useful and delightful!


So how do you get started?


Meet Mary D’Alatri-Ward


If you’ve been wondering how you can re-energize your digital marketing, then you should meet Mary D’Alatri-Ward.


200x200_MaryMary is the VP of accounts at ion interactive, leading their client services and production teams. Prior to joining the ion team, Mary served as the Director of Client Services and Development for an online marketing agency focusing on search engine optimization and paid search. This has given her extensive knowledge of the entire online buying cycle and how to create a high-impact integrated marketing plan.


Mary can answer your darnedest questions, such as “will marketing apps really solve my engagement problem?” Or “Does it mean that if I shift to marketing apps, I won’t need a landing page ever again?”


Marketing Apps: The End of the Landing Page?


The concept of parting from trusty landing pages would doubtless shock some marketers. But if you’re willing to take some risk to explore this opportunity for deeper engagement and user interaction, you should join this lively and controversial discussion.


In this session, Mary will reveal why some marketers are saying that landing pages are an outdated concept that should be replaced with personalized and engaging “Maketing Apps.” You’ll learn why marketing apps are the next “must-have” weapon in your conversion optimization arsenal.


You will walk away with practical ideas on how to start using them as springboards to launch into the rest of your marketing landscape.


Join us at Conversion Conference Chicago this June!


Make plans to join Mary at her Conversion Conference Chicago session. Great news: You can still save with early bird rates when you register by May 9th.


If you’ve already registered for the Chicago event, don’t forget to check the agenda for other must-attend presentations!

Categories: Digital Marketing, Engagement Tags:

Session Preview: Content, Conversions and Lead Generation with Andy Crestodina

April 22nd, 2014 No comments

Content – it’s the most important element on your site. It’s the reason visitors come and visit your web pages. And the quality of textual and visual information within your web content has a huge influence on prospects’ decision to interact and buy from you (or not).

Creating content that converts

In the online world, content can spell the difference between a bounce or a conversion, a lost prospect or a qualified lead, an abandoned cart or a sale.

Content is the lifeblood of any online business.

So it isn’t surprising that content marketing has become a top priority for marketers since this year, according to the Quarterly Digital Intelligence Briefing: 2014 Digital Trends released by eConsultancy and Adobe. With major search engines further emphasizing content relevance and the increasingly competitive digital space, more and more digital marketers are embarking on the quest for killer web content and the most effective strategies for winning prospects’ and customers’ attention.


But you and I know getting attention isn’t always enough. The more important questions remain: How exactly do you create content that converts? How do you make content that’s irresistible to your target customers?


Meet Andy Crestodina


If you’re still looking for answers, it’s time you meet Andy.


crestodina-vAndy is strategic director of Chicago-based Orbit Media, a web design company he co-founded in 2001. He has provided web strategy advice to more than 1000 businesses over the last 12 years.


His passion for teaching web design and web marketing has led to more than 170 articles on content marketing topics including SEO, email marketing, social media, and analytics. He is also the author of “Content Chemistry: The Illustrated Handbook for Content Marketing.”


Content, Conversions and Lead Generation


At Conversion Conference Chicago, Andy will analyze the birth of a lead, deconstructing each page in the process and each stage in the funnel. His session will show you the topics and types of content that attract and engage visitors.


In addition, you’ll learn the page elements and posts that generate leads and how to create content that drives lead generation for every stage of the funnel.


You should come to this session if you want to learn how content affects the conversion funnel, from high-ranking blog post to the page after the thank you page.


See you at Conversion Conference Chicago in June!


Make plans to join Andy at his Conversion Conference Chicago session. Great news: You can still save with early bird rates when you register by May 9th.


If you’ve already registered for the Chicago event, don’t forget to check the agenda for other must-attend presentations!

 

 

Categories: Conference News, Content, Conversion Tags:

Session Preview: Optimizing for the Entire Customer Experience with Melissa Burdon Cameron

April 16th, 2014 No comments

modern-vitruvianImage credit: Mike Licht via Flickr


If you’ve been paying attention to the biggest trends in digital marketing, then you know that your job as a marketer just got tougher. In the age of the mobile, social media, and multi-screening, optimizing your website or emails for visitors on desktop is no longer enough. Today you also need to make sure that there’s a consistent user experience across the various channels, platforms, and devices that you use.


In a nutshell, this means you as digital marketer must develop a deep understanding of customer behavior and preferences across devices. You must have a keen sense of user intent on each and every platform and be able to deliver experiences that match visitor expectations wherever and whenever they arrive on your desktop/smartphone/mobile site – or on your social pages.


Sounds fascinating, right? But it’s a lot of [hard] work.


Meet Melissa Burdon Cameron


Creating a seamless path to conversion in a complex environment is a big challenge, which is why you should meet Melissa.


burdon-cameron-vMelissa is the Director of Marketing Optimization at Extra Space Storage, where she heads customer acquisition across all platforms and channels. From desktop to mobile to email to call center processes to social media to apps – you name it, Melissa is on top of it. Her responsibility entails communicating with IT/Developers, Analysts, Creatives and Executives and working closely with the SEO, Branding, PPC, Email, Pricing and Call Center teams.


Melissa has been working for over 14 years as a consultant to numerous US and international companies on conversion rate optimization. Her experience includes a 7 year association with FutureNow Inc., one of the pioneer agencies in the Conversion Rate Optimization industry.


So, you see, if there’s one person you should be asking, “how the h*ll do I ensure a consistent cross-channel and cross-platform optimized customer experience?” that person should be Melissa Burdon Cameron.


CXCRO – Optimizing for the Entire Customer Experience


If you want to learn how to combine customer experience optimization and conversion rate optimization principles to personalize and optimize each and every interaction with your customer, then come join Melissa at Conversion Conference Chicago 2014, June 17-19th. Her session, CXCRO – Optimizing for the Entire Customer Experience, will show you how to use data to identify where there is room for improvement within your customer’s buying experience.


In addition, you’ll learn why you shouldn’t isolate your perspective to a single piece of the puzzle that obviously needs work. Every change you make to your customer’s experience will influence the pieces before and after.


Plus, you get to see how Extra Space Storage has gotten better results by optimizing and testing the experience as a whole and carrying through a consistent message.


See you at Conversion Conference Chicago in June!


Make plans to join Melissa at her Conversion Conference Chicago session. Great news: You can still save with early bird rates when you register by May 9th.


If you’ve already registered for the Chicago event, don’t forget to check the agenda for other must-attend presentations!

 

Can Your Conversion Optimization Strategy Last Another Season?

April 7th, 2014 No comments

conversion is king

 

Brace yourself – The optimized websites are coming.

We were thrilled when conversion rate optimization (CRO) finally gained attention in the past couple of years. Thanks to CRO geeks everywhere, the word “conversion” became part of every digital marketer’s vocabulary.

However, now that the “secret” is out, your work as a digital marketer has become harder. More companies (i.e. more of your competitors) are doing the same tactics: they’re testing and tweaking every page element they can get their hands on.

Worse, by now even your own efforts may be suffering from diminishing returns. If you were among the first to dabble in changing button colors, copy messaging, or image placement, then you’re probably seeing less of a lift from every tweak and test.

You’re also probably running out of good ideas to further optimize your website and improve user experience. It doesn’t help if you’re limited to working on the tactical aspects of conversion rate optimization, without a solid CRO strategy. And even with a strategy in place, that has still to be evaluated and updated on a regular basis. Because without a focused CRO strategy that incorporates emerging trends, technologies, and tools, it will be difficult to sustain whatever gains you’ve made.


Attend the One Conference That Makes Your Website Convert Better


If you suspect that your strategy is fast becoming outdated, send your team to Conversion Conference. Find out for yourself why some of the world’s biggest e-commerce and business-to-business (B2B) players attend one of our events year after year.

Discover not only the strategies you need to up your optimization game but an entire community built upon a common passion for website conversion optimization. Learn from the world experts in conversion rate optimization. At our Chicago event in June, you’ll meet:

  • Tim Ash, Author of Landing Page Optimization and CEO, SiteTuners
  • Charles Nicholls, Founder and Chief Strategy Officer, SeeWhy
  • Melissa Burdon Cameron, Director of Marketing Optimization, Extra Space Storage
  • Charlie Claxton, Chief Creative Strategist, UpTop
  • Andy Crestodina, Co-Founder, Strategic Director Orbit Media Studios
  • Mary D’Alatri-Ward, VP of Accounts, ion interactive
  • Sean Ellis, CEO, Qualaroo and Founder, GrowthHackers.com
  • James Green, CEO, Magnetic
  • Joel Harvey, Managing Partner, Conversion Sciences
  • Greg Jarboe, President, SEO-PR
  • Arnie Kuenn, President, Vertical Measures
  • Brian Lewis, Director of Optimization, SiteTuners
  • Anita Perez, Co-founder and VP Operations, TopSpot Internet Marketing
  •  Kyle Rush, Head of Optimization, Optimizely
  • Yulia Smirnova, CEO and Founder, CommerceBrain
  • Talia Wolf, CEO, conversioner

Conversion Conference is attended by hundreds of digital marketers, who, like you, insist on tracking, measuring, analyzing web performance, and utilizing the data and insights to improve online campaigns. Attend the conference and engage with these folks who know that there really is only one king in the realm of digital marketing: conversion.


Image credit for the iron throne: Wicker Paradise via Flickr

Save $100 when you register

Categories: Conference News, Conversion Tags:

Conversion Conference San Francisco 2014: Highlights, Takeaways, and Selfies

March 26th, 2014 No comments

convcon sf 2014

Another successful Conversion Conference San Francisco wrapped up last week and we are immensely grateful to everyone who joined us there. The SF event marked the 5th year of the Conversion Conference event series. Although we’re a bit saddened that it would be the final ConvCon in San Francisco, we’re glad that we had this opportunity to spread the conversion rate optimization in the Bay area one last time (and reconnecting with old friends and meeting new ones is simply…priceless!).


Half a decade of preaching CRO


Continuing the conference’s tradition of providing a space for web optimization and digital marketing professionals to learn and forge relationships, this year’s event brought together the best and the brightest in the website conversion optimization field to share success stories and their best tips. Keynote speakers Tim Ash, Bryan Eisenberg (who was back at ConvCon for the first time since 2010), and psychologist Bart Schutz impressed attendees with their knowledge on conversion maturity, ecommerce optimization, and psychological techniques for persuading visitors.


The sessions encouraged attendees to light Twitter up with insights on testing, persuasion, web design, mobile optimization, content marketing, usability, and user experience:

 

 

 

 

 

 


Check out the rest of the #convcon tweets here!

 

Oh yeah, there were “selfies” like this one, too:

 

 

Check out ConvCon chair Tim Ash’s fun pics from the 2 day conference here!

 

Techniques to last a lifetime

If you want to know what you missed or just need to relive the experience, check out these articles:


Welcome to Conversion Conference San Francisco! by ion interactive


That’s a wrap! at Conversion Conference San Francisco by ion interactive


#Convcon 2014: Interviews with the Experts by Fernando Florez, LanderApp


Conversion Conference 2014: Best Tips from Day 1 by Fernando Florez, LanderApp


Conversion Conference 2014: Best Tips from Day 2 by Fernando Florez, LanderApp


42 Takeaways from Conversion Conference San Francisco 2014 by SiteTuners


Conversion Conference SF 2014 Recap: 3 Actionable Themes by Jocelyn Burch


Broken Promises: How to Avoid Launching Tests That Break Your Site by Brian Massey


Conversion Conference Comes to San Francisco by Murray Newlands


Conversion conference proves that ‘conversion is king’ by Murray Newlands


 

 

See you in Chicago!

Join us next in the Windy City on June 17th-19th – Better not miss ConvCon Chicago because it will be the last show for 2014 before the re-launch of a bigger, better Conversion Conference next year. You can enjoy Early Bird rates until May 9th so check out the agenda and register today!

 

Categories: Conference News Tags:

Finding the better in the different

March 14th, 2014 No comments

By Ryan Dahlstrom Staff Manager, Interactive Windstream Communications

different

  Everyone is unique. We all think, act, and respond differently to situations than the person sitting next to us in the office, on the bus, or at home on the couch. So, assuming this to be true in each and every situation in which we find ourselves, why don’t more websites take this into account when serving up content for users to consume? Why do we continue to be faced with one-size-fits-all (or at least one-size-fits-enough-to-remain-profitable) experiences?

The answer, as I see it, has a lot to do with Mr. Ives’ thought. It is so easy to simply serve content differently; it’s an entirely different matter when it comes to doing so and achieving better results. Why spend the extra effort to concept, create, and stand up something that you don’t know will work? Most business owners won’t. So then, how do we go about figuring out what different works?

My suggestion: segmentation testing. “Huh? What’s that,” you may be asking. Simply, it’s finding the better in the different by trying different things with different users and measuring the results. As a business owner, you know the ins and outs of your audience. You (should) know who is most profitable, who complains the most, who are your greatest advocates. You (should) know who prefers Product A to Product B. Use this knowledge as your starting point when figuring out what to test and where.

Three things to keep in mind when choosing segments to target & test:

  • You must be able to easily identify the segments that you want to test. It does no good to conceptualize a test that targets 50+ men when you have no way to actually identify this group once they hit your site.
  • You must be able to do something once you learn something…and be able to do it over and over and over again.  (Big bonus points if you are able to do something differently in other channels with what you’ve learned)
  • The segment you choose should be large enough to be profitable. There’s no sense in dedicating design and programming hours against a test (no matter how successful from a data standpoint) when that test won’t yield enough positive lift to cover the development work.

Ok, so you’re sold on the idea, but are having trouble figuring out this whole segment identification piece. Here’s some ideas of things that you could try:

  • Geography – try selling ‘Pop’ to a New Yorker or “Sneakers” to someone in the mid-west. They won’t know what you’re talking about, let alone purchase from you. Testing something as simple as product references could go a long way.
  • Life Cycle – what is the sense in testing ‘Offer A’ vs. ‘Offer B’ to someone his or her first time back after purchase? They just purchased! How about trying a “Thank You?” Even an upsell test wouldn’t be so bad…but don’t try to sell them what they’ve just bought!
  • Traffic Source – someone clicking on a flashy banner ad is likely in a much different sales funnel location than the person organically navigating to your URL.
  • Time of Day – we do different things at different points during the day, which means that our frames of mind are very different throughout our waking hours. Use testing to appeal to these variations…flash sales or “pressure tactics” during lunch hours when people don’t have a lot of time to think about what they are doing or move from one thing to another very quickly.
  •  Weather – if you knew that the “storm of the century” was coming early next week would you buy a new jacket today if it was on sale with free two-day shipping? The likelihood is a lot greater than purchasing new swim trunks at the same offer. Unless, of course, you’re headed to Aruba to beat the snow…

So then comes the age-old question, “What do I test?” Honestly, it doesn’t matter. Test something. Test anything…

  • Headlines
  • Button Colors/Shapes/Sizes/Font size/CTAs
  • Imagery & Artwork
  • Body copy – especially useful when “echoing” search terms to capitalize on intent

…just get away from thinking that one-test-fits-all. Please. So, go. Get out there. Start looking for the better in the different.

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This post was originally published in RyanDahlstrom.com

Image credit: Zoha.Nve via Flickr

 

About the Author

Dahlstrom-vRyan Dahlstrom leads digital customer acquisition, support, and engagement at Windstream Communications. His experience includes overseeing digital strategy for a Fortune 500 company, managerial and leadership skills in e-Commerce, SEM, SEO, digital media, A/B Testing, web optimization, and customer support.


Categories: Targeting, Testing Tags:

There’s No Place like Home

March 12th, 2014 No comments

By Brian Lewis
Director of Optimization, SiteTuners


home-sweet-home

 

Many times the name we call something greatly affects our attitudes about that something.

Take the term “homepage”, for instance. In the context of the web, we all know that our homepage is where most of our visitors will first meet us, experience our brand messaging, learn about our products and services, and hopefully determine if we offer solutions to their problems.


As such, many marketers treat their homepages as an electronic kitchen sink, throwing every message, offer, special, countless products and then further distracting us with endless rotating banners under the misconception that “we need to show everything … after all, it’s our homepage”.


One of the reasons marketers have gotten derailed trying to construct effective homepages is because this page is referred to as “the homepage”.


Think about it … “Home” commonly refers to a place you are content to stay; a place where one lives. In baseball, it’s a place a runner wants to reach to end his journey around the bases and score a run.


On the web, though, we want to get our visitors off the homepage and into our site as expeditiously as possible. An effective home page:

  1. Quickly communicates  what it is we do;
  2. Allows the visitor to quickly decide if the company can meet their needs, and;
  3. Guides the visitor to the page in the site that’s of interest to them


I like to think of the homepage as more like an airport terminal. Remember your last visit to an airport? The problem you were trying to solve was to get to your destination as quickly and easily as possible. You were looking for information to get you to the right gate, and the shortest path to that gate, so you could board your plane. You didn’t care about flights to other destinations and certainly did not want to spend any more time than necessary there.


Remember that your homepage should provide clear navigational information and direct the visitor to their desired destination. The challenge is to meet the various needs of all the many types of visitors who’ll arrive on your homepage while not creating an electronic kitchen sink.


One of the best ways to accomplish this is through the development of Common User Scenarios. To learn all about Common User Scenarios, why they’re productive and how to craft effective scenarios, stop by my session, “Maximizing Conversion with Common User Scenarios” at the Conversion Conference in San Francisco, CA, March 17-19.


Image credit: Jawcey via Flickr


About the Author


lewis-vBrian is Director of Optimization at SiteTuners, a firm that improves website conversion rate via conversion-focused redesign blueprints, landing page testing, and training of internal optimization teams. Brian’s 20 years of hands-on and strategic online marketing experience spans a diverse range of industries and has made him a popular expert speaker at industry conferences such as Search Marketing Expo, PPC Summit, Conversion Conference, Online Marketing Summit, and others. Brian earned a B.A. in Economics from the University of California, San Diego and an M.B.A. from the W.P. Carey School of Business at Arizona State University, graduating both schools with honors.


See Brian Live!


Join Brian in his session on “Maximizing Conversion with Common User Scenarios” at Conversion Conference San Francisco 2014, March 17-19. Follow Brian on Twitter and ask for a promo code to save more on your pass.

 

Categories: Conversion Tags: