What’s the first question you ask yourself when you set out to design a landing page? As a loyal reader of the Invesp blog, you’ll know that designing landing pages to optimize conversions starts with … the conversion goal. It’s fairly simple; you want conversions, so start there.

So that first question is: “what action do I want the visitor to take on this page?”

The Clash Between Your Goal and the Customer’s Goal

Tragically, the simplicity of landing page design diminishes exponentially after that first easy step of choosing a conversion goal.

Here’s an example: you decide to …

How’s your ecommerce conversion rate doing? Has it improved lately? If you are like the bulk of online retailers, the answers are, in order, “poorly” and “no”.

In May of 2012, Invesp reported average online conversion rates of 2.14% in their “Shopping Cart Abandonment Rate Statistics” infographic. Three years later, Monetate analysed almost 8,500,000,000 (yes, eight and a half billion) shopping sessions and found an average conversion rate of 2.25%. It’s up, but if we claim a victory from a tenth of a point uptick in conversion rates over three years, then no one should wonder why conversion rates absolutely …

Did you know around 59% of shoppers prefer to buy new products from brands familiar to them, and 21% say they purchased a new product because it was from a brand they like? Check out our infographic “How Branding Influences Purchase Decisions” for latest statistics on how brands are influencing the shopping behavior of online consumers.

It’s Digital Marketing 101: online marketing success requires three things. First, you need a presence, which is your website, landing page, social profiles, etc.. Second you need to attract people to your site, which you do through search engine optimization (SEO), paid advertising (PPC), social media, content, etc.. Third, you must convert those people, which you do with conversion rate optimization services.

Considering that if any one of those three things is missing, the rest of your digital marketing effort will be in vain, it can be said that each are of the similar import. (Your web presence is actually …

How can brands compete and adopt frameworks for continuous innovation with the customer in mind? First, brands need to adopt a methodical approach to innovation. Brands should carve up their approach to innovation into these phases:

1 – Continuous Analysis. Brands need to adopt tools and methods to measure and act on changes in consumer needs and market forces.

2 – Define problems. Know what you’re trying to solve. Business challenges are complex, so writing down your business challenges will help you stay focused and on target.

3 – Ideate. Develop points of view and hypotheses for your ideas.

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