Archive for the "Step by Step Guides" Category
Lots of people come to us for landing page optimization, but there’s a great deal to be learned from shopping cart abandonment as well. Today we’re excited to release an infographic showing the major concerns and solutions to battling shopping cart abandonment. Here are a few core concepts we always find interesting:
- Ecommerce sites have an average cart abandonment rate of 55% to 75%
- The average online checkout process includes 5.6 pages
- 40% of shoppers are hesitant to create an account because they expect to receive spam
What surprises you?
Copywriting and landing page optimization are an investment. You put in the effort and the time, and you get a reward. People known as “vultures” try to steal this reward by copying your landing pages and copy. We know this is true because, hey, it happens to us!
Competitors have stolen our services page, our homepage, and we assume other pages as well. Had they read our blog, they would know that stealing a competitor’s landing page is insane. They’re probably not big on reading, though (one even forgot to change the phone number from our homepage. Need we say more?).
We’re always looking for the positive in life. Instead of publicly shaming these companies as vultures, we will consider their scavenging a form of flattery. Today, we turn their theft into our opportunity to show you how to prevent competitors from stealing your landing pages and what to do about it when it happens.
Scare the vultures away
People will grab your content for all types of reasons. Some will scrape your blog to help their site’s SEO. Others are just lazy. They would rather eat your leftovers than write and test their own landing pages.
Big results are great. You can point to them and say, “That’s what we do, son. We earn money.” But do you know what’s better than a great test? A solid landing page optimization process.
An optimization process is not as sexy as an A/B test, but it always increases results over time. A test only increases results once. How’s that for sexy?
The marketing team at Firstmark Credit Union knows this well. The bank has 11 branches around San Antonio, and its
marketing team went on a full-bore testing rampage last year. The team earned:
- 250% increase in average email conversion rates in 11 months
- 6.9% conversion rate on a recent direct mail campaign that leveraged insights from online tests
“There has been a continuous increase in response rate and converted sales throughout everything we’re doing,” said Fred Hagerman, CMO at Firstmark. “It’s a result of the process.”
We sat down with Hagerman and Mitchell Shaw, Senior Marketing Analyst at Firstmark, to understand how they set up an optimization process that never stops earning results. Read the rest of this entry »
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 »
When you set up an AB Experiment through Google Website Optimizer, it expects you to have a few separate pages:
- The Control Page
- The Variant Pages
- The Conversion Page
For most websites this isn’t a problem, but what if you’re unique? What if you don’t have a typical conversion page to thank the user?
Don’t fret – we’ll show you how to trigger that conversion script if your end goal is a download, redirect, or something else non-standard. You can even use these techniques to confirm your visitors are actually reading your copy.
Over the years many have contemplated the counter-intuitive ability of “ugly” sites to win huge market share – think eBay.com, Amazon.com, DrudgeReport.com, PlentyofFish.com, CraigsList.org, MySpace.com, or usability expert Jakob Nielsen’s Useit.com.
In our adventures in website optimization we’ve developed our own grand unified theory of why ugly web design works: Read the rest of this entry »
User-interface guru Jackob Nielsen’s concludes that “Web users spend 69% of their time viewing the left half of the page and 30% viewing the right half. A conventional layout is thus more likely [to improve website conversion rate].”
On the FutureNow blog, Brendan Regan suggests developing an infographic to let you lay Nielsen’s findings over your own website.
We’ve taken this one step further and created a tool that you can download today to do your own tests,
Whenever a new client hires us to increase their landing page or eCommerce conversions the first thing we ask is “How do you currently track your statistics?” You’d be surprised at the answers we get – here’s a small sample:
“We just track sales”
“We track hits using Awstats in our Cpanel”
“We track visit, sales, ROI per visit, and Using our logistical…[continued talking for about 4 minutes]… in Excel Spreadsheet“
It still amazes me how many people with all the free tools such as Google Analytics still don’t track their site’s conversions.
So ladies and gentlemen, before we can give you any tips to increase your conversions the first thing we we will teach you is how to install Google Analytics so you can know exactly what is going on in your page.
This guide is made for the complete beginner so I will go into every detail and post a ridiculous amount of screenshots that may seem like common sense to more versed users.
Read the Step by Step Guide to Google Analytics for Beginners after the jump!