Archive for the "Beginner Guides" Category
Is your landing page conversion rate not where you want it to be? Sometimes you just need to change things up on your website and get a new look. When you use A/B testing, you have two separate landing pages. Some of your traffic is sent to one page, site “A,” while the rest is sent to site “B.” Each landing page is slightly different, allowing you to gauge and experiment visitor reactions. With A/B testing, you’re able to find the best placement for items on your page, colors, and more to maximize visitor conversions.
How to Make Changes
One of the first things you’ll want to consider when thinking about doing A/B testing is what changes to make. There are a variety of things that you should reposition or completely change on your website that will enhance your conversion rate: Read the rest of this entry »
Have you ever been in a meeting when everyone started throwing around acronyms? It gets a little confusing. Since many of these acronyms are either interchangeable or similar, that makes it even harder to follow. Let’s try to decode some of the most notorious marketing acronyms.
1. AOV – Average Order Value
Image via Flickr by Anthony Easton
Averages are all the rage in marketing and sales. When you know your average order value, you can state this in marketing letters, inquiries, and more. Of course, knowing your AOV isn’t going to tell you what’s wrong with your site, but if your AOV is low it can help you realize if you have some work to do. Read the rest of this entry »
If you have a website, you need to make sure that you market it well. However, to do that, you need to know exactly what your customers are looking for. There are a variety of ways to do this, but the two most debated options are A/B testing and multivariate testing. What are the differences? Which is better for your site?
Learning the Basics of the Two
First, you need to understand the differences between A/B testing and multivariate testing. There are several key differences, so establishing those is the first move creating the most effective landing page.
- A/B testing – After creating two versions of a website, you split the traffic coming to your site evenly between the two.
- Multivariate testing – You only have one version of the website. You are testing a variety of elements inside the page, to see what is most popular.
If you browse our blog regularly, you may have noticed a little green tab at the bottom of the page that reads “Chat with us!” – if you ever come across it, feel free to chat with us! There’s a real person behind it and we don’t bite!
We are always looking for the next best thing for conversion rate optimization, and we’ve noticed lots of websites are popping up with live customer support chat. People usually want instant customer service, rather than calling a 800 number and waiting on hold for 15 minutes for a question that takes 30 seconds to answer. Elements like this can also help decrease shopping cart abandonment, as they can get their questions/concerns dealt with in real time. There are a couple different options in this space, but we decided to go with Olark.
Setting up Olark is extremely simple to install, even more simple if you have a dynamic website. All you need to do is take the code they give you and paste it in your HTML code, thats it!
“Dr. Suess wrote The Cat in the Hat with only 236 words, so his editor bet him that he couldn’t write a book with only 50 different words. Dr. Suess won the bet with Green Eggs & Ham, which became one of the best-selling children’s books of all time.”
This is a quote from my favorite chapter of Steal Like an Artist titled “Choose What to Leave Out”, and it applies directly to EVERYTHING in CRO.
Communicating rich thoughts and ideas with minimal waste is called “word economy” when we’re copywriting or designing headline experiments.
This is directly applicable to minimizing page elements, focused messaging, effective elevator pitches, or building your deck.
On the CRO side alone I’ve written out several examples of this concept in motion:
- Using simple language will improve your conversion rate
- Using simple, ugly design will improve your conversion rate
- Dramatically cutting your content will increase your conversion rate
Simple, beautiful and distilled messaging ALWAYS wins in my experience.
Kind of like this: “Full service conversion rate optimization on a performance basis – contact us today!“
Data keeps your landing page optimization strong. The trouble is that some marketers are lazy with data. They get a report every month. They look at cost. They look at revenue. They throw it away and charge forward.
We want you to be the other marketers – the ones who understand “no pain, no gain.” You have to dig into data to maximize revenue, and testing is only the beginning.
Here are three metrics to start your optimization-fitness program and what to do with them:
Metric #1. Bounce rate
You know this nasty little critter. The bounce rate tells you one of two things:
- The percentage of visitors who saw your page and immediately left
- The percentage of visitors who hit your page and did not clickthrough
Imagine a father is at the ballpark with his son. Two vendors hear the kid whining about being hungry. One vendor yells “hotdogs!” The other tells the father that he can shut the kid up for $5. He gets the sale. Why? Because he uses targeted landing pages. A bit more advanced strategy for your landing page optimization process.
A targeted landing page speaks directly to the needs of a specific type of customer. It connects on a deeper level because it’s not just yelling “hotdogs.” It’s selling a solution to a specific need – and that increases conversion rates.
When done well, a targeted landing page will always have a higher conversion rate than a generic landing page. There are too many types of customers for a single, generic page to satisfy. The page will yell “hotdogs!” and everyone will wonder “why should I care?”
Target one customer at a time
Let’s say you’re a flood insurance company and you want people to fill out a form to request a quote. You could use a single landing page that emphasizes “coverage you can count on.” OR you could use a different page for each type of visitor.
Here are three examples: Read the rest of this entry »
Presidential campaigns are tornadoes of cash. This year’s is the biggest yet. Floods of money have poured into campaign marketing. The money supports a mountain of tactics, and this year we’re seeing a lot of landing page optimization.
Here’s what we found:
Landing page optimization — déjà vu
When you search for each candidate in Google, the campaign website is the first result. Both sites display an email capture form before the homepage, and we’re going to comment on these forms together. Take a look and you’ll see why:
Am I having déjà vu? In terms of landing page optimization, the pages are almost identical! Only a few details are changed.
Here’s what we see:
High shopping cart abandonment rates is a thorn in the side of every ecommerce marketer. People load their carts, see your shipping rates, and say “adios.” Instead of being frustrated, you should see abandonment for what it really is: a big fat opportunity to slash shopping cart abandonment rates!
More than 75% of all shopping carts are abandoned, according to Listrak’s six-month shopping cart abandonment index. That means only one out of every four shoppers converts. The question is, how do you get the other three to pony up some dough?
Here are six facts you need to know to lift shopping cart and checkout conversion rates:
Fact #1. Shoppers want free shipping
Shipping costs are to blame for 44% of abandoned carts, according to Forrester. It’s the number-one cause of cart abandonment, and has been for years.
What do people want to pay for shipping? Zero dollars. Free shipping and coupon codes are everywhere. They’ve conditioned consumers to expect a deal. If you don’t have a deal, they’re going to find someone who does.
This leaves ecommerce sites with two options: Read the rest of this entry »
Remember the last time you bought something at a gift shop? Maybe you were at a museum and bought a commemorative spoon or something? You probably didn’t realize it, but that experience taught you about landing page copywriting.
Whatever you bought, it was insanely overpriced. But you were feeling good. You were on vacation with the kids. You had extra money. Why not?
About a week later you probably saw the spoon and wondered, “What was I thinking?” The truth is that you weren’t thinking. You were “feeling.”
“Feeling” is stronger than thinking
Everyone wants to be logical. We want to weigh facts, consider options and make good decisions. But many times we don’t.