How to Stop Vultures from Stealing Your Landing Pages

3 vultures of landing pagesCopywriting 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.

Continue reading “How to Stop Vultures from Stealing Your Landing Pages”

3 Metrics for Buff Analysis of Landing Page Optimization

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:

  1. The percentage of visitors who saw your page and immediately left
  2. The percentage of visitors who hit your page and did not clickthrough

Continue reading “3 Metrics for Buff Analysis of Landing Page Optimization”

Facebook Landing Page Optimization: How to use social media data for tests

Facebook wants you on its network, and it has some great bait. No, it’s not giving you free credit and beer; it’s giving out free data. Facebook Insights is a surprisingly rich analytics platform that you can use for landing page optimization.

facebook optimization marketer bait

Insights will teach you about your Facebook fans (for free) and show you what they’re up to. Of course, it’s always good to know your audience before you reel them in.

Know who you’re dealing with

If you have a Facebook page, Insights’s data will shed light on two big aspects of your audience:

#1. Preferred topics – you can see the reach, sharing activity, and clicks captured by your posts on Facebook. This reveals which types of content resonate with your fans.

Look at the data and ask yourself, what does the audience prefer? Continue reading “Facebook Landing Page Optimization: How to use social media data for tests”

Get Bigger Budgets: Make bosses care about landing page optimization – 5 tactics

How to Increase Landing Page Optimization Budgets

Landing page optimization testing can fly under your bosses’ radar. Even though tests have a direct impact on revenue, your bosses are focused elsewhere. They don’t realize you increased ROI.

So make them realize.

Optimization Testing Ain't on the Radar
Boss Radar: Optimization Testing Is Not On It

A handful of good tests can smack ’em in the face and say “hey, I deserve a bigger budget!” You just have to show them why you deserve it.

Here are five tactics to do it:

#1. Market to your boss – talk benefits

Pretend you have a new audience. You are no longer marketing to customers. You are marketing to your boss. How would you sell your boss on optimization testing?

You need to focus on the benefits he cares about.

Is your boss an executive? — Then describe how testing increases revenue, cuts costs, and lifts ROI. You need to prove that you can turn a pile of money into a bigger pile of money.

Is your boss a director or manager? — Then understand the mid-level metrics he cares about. Is his job to cut cost-per-lead? Or increase repeat sales? Find the most important metrics and focus on them in your proposal.

#2. Avoid technical stuff

Landing page optimization testing is fun and exciting, but only people like us care about it. Hard to believe, I know.

You have to assume your boss does not care. He doesn’t care about eye path. He doesn’t care about form fields. He doesn’t care about conversion rates. He cares about his responsibilities, not yours.

If your boss wants the details, he’ll ask for them. Until then, focus on how optimization testing will make his life easier, and stay away from the details on software and testing.

#3. Know the answers

You, on the other hand, need to be intimately familiar with the details. You need to be prepared to answer questions about:

  • The testing process
  • Optimization principles
  • Resources you need
  • Why you need them
  • What you will accomplish

Your bosses won’t ask for every detail, but you need to be prepared in case they do. Also, doing your homework can help clarify your goals and uncover the exact benefits of testing. Write the benefits on a big sign. If any naysayers come to your desk, hold the sign in their faces. Closer.

Areas to consider:

Knowledge – do you need more expertise to push your tests to the next level? What will it cost to hire someone like the optimization masters at ConversionVoodoo to do it for you? And what will the return be? (By the way: ConversionVoodoo guarantees results)

Tools – do you need better testing software?

Resources – How much more do you need in your budget? How many additional work hours will you allocate to optimization testing and analysis? Where will this come from?

#4. Find supporters

Chances are that you’re not the only person who cares about optimization testing in your organization. You have a few supporters in the company, and you should recruit them to pitch your proposal.

Look for supporters in other departments. IT is a great place to start. In your proposal, have the IT people describe how analyzing test results will teach them about customers and improve their results. This will help you show additional benefits from another perspective. Put those benefits on the sign.

#5. Make rough projections

As soon as you say what you need, your bosses will dust off the mental abacus. Save them the trouble.

optimization testing abacus
Optimization Testing Abacus

Gather your test results from the last three to six months. Translate them into the metrics your bosses care about. Ask yourself:

  • What are other opportunities for increasing these metrics on yourwebsite?
  • Looking at past performance, how would similar results affect the bosses’ metrics?
  • How will a larger budget help achieve these results?

Give your boss a range for potential results, and be conservative. Overhyping your potential can backfire. Big time.

Warning: Manage expectations

You must not overhype your expected results or timeline. Results from landing page optimization will be strong, but exactly how strong and when they’ll arrive is difficult to predict.

Avoid making guarantees. Instead, talk in hypotheticals. Tell your bosses what a 3%, 5%, and 10% increase in conversions on a certain page will translate into. Make sure you speak in terms of their most important metrics.

6 Ways To Radically Reduce Shopping Cart Abandonment Rates

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!

One of Many Abandoned Shopping Carts

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: Continue reading “6 Ways To Radically Reduce Shopping Cart Abandonment Rates”