- July 5, 2017
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 …Read More
You must cover all the bases to get reliable results from your A/B tests.
A/B testing mimics scientific experiments, and similarly will not provide you a 100% certainty 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 performed A/B tests are more …Read More
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.Read More
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. …Read More
- May 31, 2017
- Conversion Rate Optimization
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 …Read More
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.Read More
- April 25, 2017
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 …Read More
- April 12, 2017
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? …Read More
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