Discover the secrets of a winning home page design:
What are the important analytics metrics you should examine for your home page What elements you should include on a home pageRead More
No website is optimized that doesn’t relate to its customers.
Even the most secret space program intranet site, used only by the highest-functioning rocket scientists, must relate to that audience if it is to achieve its goal.
Relating to Your Customers
So conversion optimization comes from making your website or landing page more relative to your customer.Read More
Many companies don’t realize the importance of continuously evaluating the website from the visitor’s perspective. The catch is that it’s never “one type of visitor.” Considering where and how customers will pick up “scent” (the trail for conversion) varies from one market segment, buying stage, and persona to the next. Last week, Khalid and I presented our webinar on the topic of buyer momentum and scent, which if addressed on a website can produce optimal results and raise conversion rates tremendously. The webinar was centered around a case study of a test we conducted for one of our clients which …Read More
The thought of working backwards is counter-intuitive to most humans.
From birth, everything we learn and every example we are given about how to get from point A to point B, whether it be on an actual journey, or eating dinner, or building a house; tells us to start at the beginning, follow the right path and get to the end.
But that “straight line” approach to completing a task only works if we understand where we want to go: our goal.
Without knowing specifically where we want to be after completing a task, we will not likely use …Read More
Every wonder how you determine the overall effect the optimization of one group of pages will have on the overall website? If I run a test on category pages and see a 30% uplift – it will not be reflected overall throughout the site; i.e. you won’t see 30% uplift in your overall conversion rate.
Why is this? Well, the reality, not each page on your website has the same impact on your conversion rate optimization project.
At Invesp, we assign the different of pages on a website a specific “value” which we call the conversion correlation factor. The …Read More
What’s the answer?
When you are trying to maximize website and landing page conversion rates, the problem is that it’s nearly impossible to even know what is the question.
Do you use the results and advice that comes from of all the great conversion rate optimization, A/B testing and analysis you find around the web? Or do you spend buckets of cash on a CRO specialist to set up your own testing program? Or do you do it yourself?
And even if you know these answers, where do you begin?
First, while most online information on CRO …Read More
The character of Don Draper, the dapper protagonist of the multi-Emmy Award winning program Mad Men, is a composite drawn in part from a number of real-life advertising people.
Draper’s professional accomplishments are said to be based on those of Rosser Reeves. Among other notable contributions to the profession, Reeves helped develop the idea that advertising must highlight a product’s Unique Selling Proposition (USP – sometimes referred to as unique value proposition or UVP).
Reeves’ more famous applications of the USP principle include “Melts in your mouth, not in your hands” for M&Ms candy, and “Better Living Through Chemistry” for Dupont Corporation.Read More
In the simplest terms, your customers choose to buy from you because of what makes you and/or your products different.
If they find no difference between you and your competition, they have no mechanism with which to make a purchase decision.
They have no trigger to buy.
Understanding that simple fact can bring time-saving focus to your AB testing program.
If you follow conventional testing wisdom, you will maintain an ongoing program of testing every element of your landing pages, email messages, product pages, etc., to find what improves conversion rates and what doesn’t.
But the consequence of the …Read More
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- 5 Benefits of Selling Direct to Consumer (DTC, D2C)
- Tips for Writing a Good Product Description for eCommerce Websites
- How to Write Value Propositions for eCommerce Websites
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