Did you know that 80% of new leads never translate into sales and companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost. More than 35% of B2B marketers surveyed have established a lead nurturing strategy. Check out our infographic on “The importance of lead nurturing” for latest lead nurturing statistics and trends.

How often do you conduct a usability test to realize middle-way through you should have taken a different route?

I wouldn’t be surprised if the answer was very often!

Conducting a usability test is by no means cut and dry, and there are many methodological pitfalls that can turn the whole test into a flop if not conducted properly. It is also an important step when conducting a conversion optimization project.

With the different kinds of usability testing, you should keep an eye on the issues that may rise along the way.

This article will focus on answering questions …

Growth rates for the Software as a Service business model are inspiring high.

You can just check the astounding Dropbox 3900% growth over 15 months, reaching over $1 billion in annual revenue run rate in 2017. Or Slack’s 63% paid seat growth in 5.5 months. Or Zendesk’s dollar-based net expansion rate of 115% during the fourth quarter of 2016. But SaaS companies need to grow at these impressive rates.

Unlike companies in other industries, which would happily welcome a 20% annual growth, a software company growing at 20% annually has a 92% chance of extinction within a few years.

To …

You must cover all the bases to get reliable results from your A/B tests.

A/B testing mimics scientific experiments, however, it is not a tool that will give you a 100% sure answer in 100% of tests that you run. Only few marketers are aware of the limitations of the method and know how to run it to get valid results and minimize the risk of false positives and false negatives.

That’s why Martin Goodson, now the Chief Scientist at Evolution AI, wrote a paper called “Most Winning A/B Test Results Are Illusionary.” In his paper, he explained that badly …

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.

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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.

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