For the love of landing pages, let’s turn them into high-converting machines for our websites. Who wouldn’t love landing pages? Helpful to visitors and great allies to companies, landing pages drive targeted traffic to your website, bringing in qualified prospects in search for the solutions you and your company offer. A website can increase leads in 55% by increasing the number of landing pages from 10 to 15. However, generating leads is still the top marketing challenge. The median conversion rate among different industries for lead generation pages falls between 2.6% and 6%. So, there is still room for improvement. …

There is no such a thing as a perfect website. No designer, developer, or marketer can alone spot the entire range of problems on a website. Why? One direct reason is that only real users can identify some of these problems. The market nowadays is a fierce battlefield, as everyone is striving to provide the best they can for their users. At the frontline, marketers need techniques to better understand websites’ visitors and customers. There are many articles that tackle usability testing and its benefits. But most of these articles deal with usability as a broad and theoretical term. …

Losses terrify us. The possibility of losing what is close to our heart, or wallet, impacts our decision-making process. Naturally, we avoid going through any losses, but our brains have mysterious ways of averting losses and falling into risky situations. A bird in the hand is worth two in the bush, old wisdom has taught us. Although that is not always how we process our decisions, especially when cognitive biases come into the picture. So, the central question is: can you help your customers in making decisions that will keep the bird/dollars in their hands, by minimizing their losses? The answer …

Reveal and fix your conversion problems with google analytics goals and funnels Thanks to Google Analytics and amazing data evangelists for popularizing analytics and the use of data in digital marketing! I recall a conversation I had 12 years ago with Kurt Peters, the editor in chief of the Internet Retailing Magazine, explaining to him how many of the large retailers we were working with back then either did not have analytics installed on their websites, and if they did, they did not have a team to analyze the data. Fast forward to 2017, things have changed quite a bit. …

Email marketing campaigns are here to stay, as elusive white whales they might become at some point to all of us. We almost thought we were losing them over so many new social platforms, but emails are persistent. You are diligently growing your company’s email list of subscribers, crafting and delivering hot, reader-centered tips on your newsletters, and segmenting your list for specific campaigns. The beautiful template you found has been filled with top-notch content, distributed through personalized strategies. Great! Now, are you making sure this template is mobile responsive? Between tablets and phones, you can spot significant increase in …

Impulsive personas are the apple of the eye of marketers and business owners. The credit-card-in-hand shoppers get undivided attention in copy, design, and layout of websites, landing pages, and ads, as well as in brick-and-mortar displays and services. So much is carefully crafted to address impulsive buying: scarcity and emergency elements, benefits displayed in bullet points, big and bright CTAs, smooth and fast check-out processes. But who are the impulsive buyers shaking up online and offline commerce? Are they mostly married or single? Do they usually act impulsively while online shopping or in-store browsing? Do they really regret their purchases? …

Analytics is the king, but it is not enough. With analytics, you can track the behavior of your website visitors, but, in most of the cases, you can’t find out WHY and HOW users behave the way they do. Looking to delve deeper into the motives of your website visitors? Go to the source. Only your website visitors can tell you why they did not proceed to checkout, left your website or ignored sections of the page. This is where qualitative research comes into play. When done right, qualitative research can give you deep insights in actions and reasonings of …

If you have been doing CRO for some time, you know it is not an easy task to produce consistent increases in your (or your clients’) website conversion rates. There are months in which your A/B tests produce significant increases in conversion rates. Other months, you find not so great results. We struggled with this inconsistency 11 years ago, when we first started Invesp. We knew that we had to solve this problem if we were looking to build our conversion optimization practice. Our first attempt to solve this problem was by introducing the Conversion Framework. But the framework by …