I bet you’d agree that you might lack a certain degree of direction in your testing program when you aren’t clear on your business goals. 

Essentially, you end up getting pulled in opposite directions – and that can cause a lot of confusion, which then leads to an optimization program that doesn’t add to the business’s growth. 

That’s why it’s important to consider aligning business goals with conversion goals. 

Landing page optimization is not something new. 

If you do a quick google search, you will see 1000s of results that show articles that discuss how to optimize your landing page.

Some of these articles date back to the days before popular social networks such as Whatsapp, Twitter, and Instagram were created. 

That’s really an indication of how old this topic is. 

But the conversation about landing page optimization is far from being over. 

When it comes to marketing, you’re often told that your brand story, copy, customer experience & customer service can help increase your conversions.

That’s true. But to increase your conversions, those elements have to stand out. 

This means that you can have a good brand story, copy, customer experience, and still have a low conversion rate.

In a world where your customers are flooded with content and options, your customers will only choose your products or services if they are stand out from the crowd. 

Marketers are well-aware that differentiation is essential. But they don’t show you HOW to do …

Every day we make choices. Some of them are so automatic we don’t even realize we are making them. It’s true in life. It’s true in business.

Every choice you make for your eCommerce site has an impact, the key is to choose in a way that has the most positive impact. 

In over twelve years of studying and experimenting, I have time and again come to the conclusion that optimizing your product page is the number one way to boost your conversion rates.

The product page is where we ask shoppers to part with their hard-earned money in exchange …

The year is 2020. 

The world is crippled by a pandemic outbreak.

Brick-and-mortar stores have been forced to close, and visitors are stuck to their devices now more than ever before.

Online shopping is only growing.

This of course triggers technological advancement and growth within eCommerce. We have seen an explosion in the number of direct-to-consumer (D2C) eCommerce brands. 

While this growth is good for customers, it is scary for other online businesses.

Why? 

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 …

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 …

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.