All posts by Ayat Shukairy

  • 13 tips that helped us improve a landing page conversions by 25%

    Our client creates dance videos that people can pay one time for unlimited access. Customers typically “gifted” this product to their significant other during holidays, birthdays, or other special occasions.

    Our client had a predicament during the February Valentine’s frenzy.

    The majority of the site traffic was coming through Facebook at a decent clickthrough. However, conversions were a dismal 0.5%.

    So, to increase the landing page conversion rate – I looked at ads and landing pages for companies during Valentine’s day.

    Let’s take a look at some of the lessons I learned.

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  • This is how people make decisions (with real life examples)

    There is no such thing as an impulse purchase. 

    Just because something is “inexpensive” doesn’t mean it’s an impulse decision. 

    Just because someone tends to purchase suddenly doesn’t mean they are making those decisions impulsively. 

    They’ve gone through a purchase journey – may be faster than others, but they have. 

    This customer thought that his purchase decision was on impulse – digging deeper, he was ready to make this decision more than anyone else. 

    After speaking to hundreds of customers, I’ve become well versed in understanding how to root out the causality that led to a purchase. It’s

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  • How to Understand and Beat Competitors!

    Understanding your competitors – whether you’re just starting out a new venture or you have a deeply rooted business – is key for the success of your business. 

    Competition comes in many forms. It can either be direct or indirect. 

    Direct competitors are those businesses that offer the same products as yours. Indirect competitors do not offer the same products or services like yours, but they target the same group of customers with the goal of satisfying the same need. 

    So if you think about it, the definition of competition should not be restricted to products or services that look

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  • Staying on Brand with Discounts and Promotions

    After so many years in this business, and working with e-commerce companies, in particular, it’s interesting to see how they all operate quite differently. But outwardly, and to the customer, most are just copycats of each other. 

    Take any women’s clothing category page and remove the logo – is there anything different besides the selection of items and the prices? Companies focus too much on price – because that is what they believe will help distinguish them in a crowded market. 

    But I’d argue we are struggling with monotony over anything. Visitors looking for a unique experience. Visitors are looking

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  • Understand The Magic of ‘Habit’

    Image Source: freepik

    We’ve all heard this quote somewhere, sometime in life – Motivation is what gets you started. Habit is what keeps you going. Some of us also have it pinned to our office desks. If you try and pay a little more attention to detail, you’ll be able to figure out that motivation and habit are very closely linked in the process of ‘achievement’. Motivation is the propeller to habit formation. That motivation is for a ‘variable reward’, a concept that Nir Eyal has beautifully nailed in this book titled ‘Hooked’. That’s conscious habit.

    But to a large

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  • The Reason CRO is FLAWed

    Image Source: Wikipedia

    Humans are flawed creatures. We conform to a number of biases outlined by the world’s greatest psychologist. Wikipedia has listed 180 biases that impact our everyday decisions.

    This in turn makes our jobs as marketers and optimizers quite tricky. According to social scientists Amos Tversky and Daniel Kahneman, you can’t quite overcome your biases. You’ll always fall into them. Tversky died in 1996 and Kahneman went on to win the 2002 Nobel Prize in Economics for the work the both of the men did together. His work was summarized in the highly acclaimed and 2011 best

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  • Speaker Diaries: Inbound 2018

    My first experience as a speaker and attendee at the INBOUND18 conference was great. I was taken aback by all the glitz and glamour of such a large show. The lineup of keynotes and spotlight speakers was exciting with names like Beth Comstock, Shonda Rhimes, Reid Hoffman, Deepak Chopra, 2DopeQueens, and A-Rod (no J-Lo did not make a surprise appearance).

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  • The State of Voice Shopping – Statistics and Trends [Infographic]

    Voice Shopping in E- commerce

    Did you know that 50% of all searches will be voice searches by 2020 and Voice Shopping is estimated to reach $40 Billion in U.S. by 2022. More than 30% of US internet users have used a voice assistant to look for product information or purchase products. Check out our infographic on Voice Shopping in E-Commerce to know about the growth of voice shopping and latest voice shopping statistics and trends.

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    Conversion Optimization

    The Art and Science of Converting Prospects to Customers

    By Khalid Saleh and Ayat Shukairy

    Get a Copy