Does anyone fully appreciate the critical importance of every element of their landing page strategy and design towards the overall success of their entire digital marketing campaign(s)?
It doesn’t seem so, judging by the majority of landing pages we come across.
Whether you’re trying to generate leads or make a sale, your landing page is the most crucial element of your entire digital campaign. It is the ultimate tipping point in a series of tipping points. It is where your visitor either becomes a lead or customer – or scampers away unconverted.
And that’s why landing pages are so important. If there …Read More
It starts before they arrive and doesn’t end when they leave.
You may never know where the journey of discovery, engagement and conversion begins for your customer in relationship to your business and/or its products. It may start in a conversation overheard in an elevator, or with the glimpse of a package, or in some other unknowable way.
And while the starting point may be difficult to pinpoint, you should do everything you can to make sure the end point never arrives. It’s less expensive to re-engage repeat customers and they generate five times more revenue per visit than first timers.
Customer …Read More
It’s like watching a train wreck. Everything rolls along nicely, then you sense something is wrong and suddenly it’s off the rails.
I’m talking about online sign-up forms and processes. If it seems harsh that I describe some as ‘train wrecks’, think about it this way: digital marketing and conversion optimization are about calling on your customers to join you in a voyage of discovery. And any bump along the way can derail your customers from the path.
The journey begins the moment customers become aware of your value proposition and it continues at least until they convert, but it really should never …Read More
So many landing pages, so little time. They come at you from your email box, web browser and search results. It’s so bad that we tune most of them out. At least I do.
So I thought I’d ‘stop and smell the roses’ (or is it ‘cow chips’?) of the landing pages that come my way to see what best practices are used, where I think pages could be improved and what optimizers might consider for their next round of AB tests.
Let’s Call it ‘The Good, The Bad and The Study’
The glut of landing pages makes it impossible to discuss …Read More
Imagine you have done all the conversion rate optimization work and now you live in a world of perfect landing pages. All you have to do is get visitors to click on your link and ~ poof ~ once they see your landing page, they all convert.
It’s a dreamland scenario for conversion optimizers, but it’s not as far-fetched as it sounds.
For an extreme example, if you gave away a Ferrari to everyone who took your call-to-action, you’d likely get a 100% conversion rate – though you’d be in dreamland for entirely different reasons.
Back to reality, depending on …Read More
Remember the good old days of retailing? You could count on at least two truths. First, advertising would get people into your store and, second, you converted some of that traffic into customers – at least 20% of them, with many sectors enjoying rates of 50% or more.
And there was a bonus truth: ‘cart abandonment’ wasn’t in your vocabulary.
Then along came ecommerce. The two truths remained the same. Online advertising, like SEO and PPC, would drive customers to your website. But the second truth proved shocking. While conversions still occured, online conversion rates were an appalling 2% to …Read More
For the purposes of this post, we need to get one basic thing straight: what is a landing page?
The literal definition is: a ‘page’ that a web visitor ‘lands’ on when clicking on a link to that page or when arriving at a site after entering a URL in a browser.
So a landing page can be just about any page on your website. A fact confirmed by lots of leading landing page specialists, including Unbounce and Hubspot.
The Term ‘Landing Page’ Sucks
What good is it if it refers to every page on your site? Why not just …Read More
The silver lining of appallingly low online conversion rates is that even small conversion improvements can produce big bottom-line improvements.
And whether you listen to the experts, like Neil Patel, or simply observe the experts, like Google (which performs thousands of tests each year – pardot.com) you’ll know that A/B or split testing is integral to improving conversion rates.
But, believe it or not, if you run any kind of testing program, you are in the minority.
Only 44% of companies use some form of testing to improve their conversion rates.
But Don’t Get Smug if You Split Test
Perhaps …Read More
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