All posts by Simba Dube

  • 8 Ideas on How to Increase Conversions on 404 Error Pages

    You click on a link, but instead of landing on the site page you want, a 404 error page pops up, indicating that the requested page does not exist.

    We all have been there before…and it can be so annoying sometimes. 

    As someone who takes a stroll on the web every day, I run out of fingers when I try to count the number of times I found myself on a website’s 404 error page. 

    In fact, I recently visited over 30 websites to see how they designed their 404 error pages. 

    Although some brands seemed to have figured out

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  • Using JTBD Framework to Write Welcome Emails

    How many of you treat emails as your products?

    I’m guessing, a few… 

    Just like the product you sell, welcome emails have to satisfy the customer’s needs or wants. 

    Your new subscribers have to see value in the first email you send them from the word go.

    That’s how you get them hooked. 

    Considering that 57.7% of marketers already send out welcome emails too, what can you do to make yours stand out from the noise?

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  • The Paradox of Human Behavior in Web Design: Novel vs. Routine Tasks

    One of the unwritten laws governing UX’s world is that designers have to borrow insights from the established field of psychology during their creative process. 

    An understanding of the principles of human 

    behavior,  aspirations,  and motivations 

    are instrumental in making users perform the actions they are expected to. 

    When we talk about simplicity for novel vs. routine tasks, we’re actually referring to the paradox of human behavior in web design. 

    Users are accustomed to specific routines – behaviors on a website that they don’t need to think twice about. The novel task, on the other hand, requires a deeper consideration

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  • Post-Holiday Marketing Strategies that increase conversions

    Let’s start with one simple fact: you need a post-holiday marketing strategy

    Why? 

    Remember that common saying? Failing to plan is planning to fail.

    Yes, without a post-holiday marketing strategy, your business will either underperform or tank no matter its size.

    This is actually one of the unwritten laws governing the world of eCommerce. 

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  • Infinite Scrolling on eCommerce: Is it for every website?

    This was the hypothesis used by the Etsy team when they were building an infinite scrolling feature on their website:

    Changing the pagination to ‘infinite scroll’ on the search results page, will increase items viewed and eventually purchases, as this is easier for the user.

    But after running the A/B test, the results surprised the team to the extent that they thought there was a bug or something. After doing some quality assurance, they were horrified to realize that the results were valid. 

    Instead of increasing conversions and enhancing customer experience, the test showed negative results.

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  • How to Run Promotions Without Deep Discounts

    Customers’ love for a bargain is indisputable. 

    If I wasn’t one of them, I would’ve thought that maybe they are conditioned to only make a purchase when they think they are getting a great deal. 

    But being both a customer and a marketer has helped me understand both spheres. 

    I understand why customers like promotions, and I understand why marketers often roll out sales promos. 

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  • Designing a Loyalty Program that works for your Brand 

    In a world where there are tons of brands providing loyalty programs, have you ever wondered why consumers are becoming less loyal to the brand and more loyal to the program?

    I’m not, by any means, downsizing the importance of loyalty programs to brands –it is no secret that they do have their own sets of advantages to brands. 

    But if various studies tell us that 82.4% of shoppers prefer doing more business with a brand that has a loyalty program.

    What does that imply? 

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  • 10 Marketing Podcast Episodes You Should Listen to

    During the lockdown, I picked this new hobby of binging marketing podcasts every single day. At first, it was a way of trying to avoid lockdown boredom, but it ended up being a regular in my everyday to-do list. 

    The more I inhaled different podcasts is the more I started to realize that there’s nothing to lose by making podcasts a part of my regular lifestyle – but essentially everything to gain. So far it has been truly amazing –you’d be surprised by the amount of expert knowledge you can get from these audio chunks. 

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    Conversion Optimization

    The Art and Science of Converting Prospects to Customers

    By Khalid Saleh and Ayat Shukairy

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