Category Archives:Advanced

  • How to utilize personas for more effective email marketing

    Editor note: This is a guest post by McKenzie Gregory who is a content writer on the marketing team at Emma.

    Consider these two scenarios:

    Scenario #1: You’re grabbing a cup of coffee on the way to work. You order what you want, pay for it, get your coffee, and go on your way.

    Scenario #2: You’re grabbing a cup of coffee on the way to work. The barista smiles and greets you by name – in fact, he started making your regular order as soon as you walked in. You pay for it (adding a nice tip, of course), get

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  • Why you should run A/A tests in your conversion optimization program

    Did you know anywhere from 80% to 90% percent of A/B tests do not produce any significant results?

    In fact:

    Only 1 out of 8 A/B tests drive significant change.

    Done incorrectly, some marketers have begun to question the value of A/B testing…

    …their A/B test reports an uplift of 20% and yet, the increase reported by the AB testing software never seems to translate into improvements or profits.

    The reason?

    “Most winning A/B test results are illusory.” (Source: Qubit)

    Furthermore, the majority of arguments that call for running A/A testing consider it a sanity check before you run

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  • AB Testing: 14 Sampling Issues That Can Ruin Your Test

    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

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  • Conversion Rate Optimization Process: 12-Steps for Consistent Increases in Conversion Rates

    Conversion Optimization System

    If you have been doing CRO for some time, you know it is not an easy task to produce consistent increases in your (or your clients’) website conversion rates.

    There are months in which your A/B tests produce significant increases in conversion rates. Other months, you find not so great results. We struggled with this inconsistency 11 years ago, when we first started Invesp.

    We knew that we had to solve this problem if we were looking to build our conversion optimization practice. Our first attempt to solve this problem was by introducing the Conversion Framework.

    But the framework by

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  • 10 Most Common Trust Related Problems Affecting the Conversion Rate of Your Website

    Trust related Problems Affecting the Conversion Rate of Your Website

    The meaning of “best practices” has become blurred to me, in my over a decade tenure as a CRO expert.The term misleads us to believe we’ll successfully apply a one-size-fits-all solution across verticals and markets.

    Websites need different solutions and implementations.The promise of magical elements raising conversions only holds true after thorough research and careful implementation of specific,new aspects to a site.

    Websites do not share common conversion optimization solutions; they share common problems.

    Find out below the 10 most common CRO problems we have identified affecting visitors’ trust on a site.

    Identifying common CRO problems

    From our experience working

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  • 8 Ways You Can Tweak Your Microcopy To Boost Your Conversion Rates

    Tweak Your Microcopy To Boost Your Conversion Rates

    “No credit card required.”

    “Never shared, never spammed.”

    “Change your profile whenever”

    These are some great examples of microcopy. They are short, to the point, and placed right where they will be seen by tons of users.

    When done right, microcopy can persuade customers, clear doubts and reassure users of your product’s value.

    In this post, I’m going to show you 8 ways you can use microcopy to boost your site’s conversion rates.

    What is microcopy?

    In a nutshell, microcopy is any small bit of text/copy that helps address user concerns, clarify product value, or convince customers.

    This, for example,

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  • 7 Ways to Improve Conversions by Addressing Customer Fears and Anxieties

    Improve Conversions by Addressing Customer Fears and Anxieties

    Remember the first time you visited an unknown brand’s website?

    Like most people, you would have been cautious, if not apprehensive. You don’t know the quality of their products nor how others perceive the brand.

    A lack of customer trust is one of the biggest hurdles to better conversions. By addressing these fears, uncertainties, and doubts (FUDs), you can greatly increase your conversion rates.

    In this post, I’ll show you 7 easy ways you can address customer fears and anxieties to improve conversion rates.

    1. Assure customers of your shipping policies

    One of the greatest disappointments as an online business

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  • 7 Little Known Tips to Cut Down Your Bounce Rate

    Tips to cut down your bounce rate

    Bounce rate is the bane of every marketer.

    For one, it is widely misunderstood. A high bounce rate is always assumed to be a bad thing (even when it’s not – especially on landing pages).

    Low bounce rates, on the other hand, are equated with engagement even when other metrics (such as time spent on site or actual clicks) don’t back it up.

    That said, there are a lot of reasons why you might want to cut down your bounce rate. From increasing search rankings to improving user experience, lower bounce rate is definitely a marketing metric to strive for.

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