Category Archives:Intermediate

  • The Rut That Ruins Your Conversion Rates

    How can your conversion optimization project be in a rut? You have an ongoing AB testing program, you stay on top of your analytics’ conversion goals, bounce rates, traffic sources, etc., and you know which are your best performing digital marketing channels.

    You’re set.

    And there’s the rut.

    You’re never set.

    Everyone knows how fickle customers can be and how constantly digital marketing evolves. Yet we continue to pour more resources into finding set-play solutions to most of our digital marketing hurdles. While we are convinced of the efficacy of being constantly aware and reactive to many digital benchmarks, those

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  • Email Ambush – A Critique of the Conversion Tactics Found in Your Inbox

    Critical reviews of at least some of the promotional messages in your email inbox is like doing your conversion optimization homework. It exercises the lessons you learn from testing and experience. Someone could talk to you all day long about the benefits of matching subject lines to headlines, but until you experience a spectacular failure, or feel a bond to a well-matched message, you really don’t make an emotional connection with the lesson – and you don’t learn it as well.

    Landing Pages & Email Messages: They are two separate channels with significant differences, from purpose to personalization. But

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  • The Landing Page Makeover Guide – 7 Tips for Higher Conversions

    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

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  • What Are Customer Journey Maps And How To Improve Them

    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

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  • Landing Page Design Review – Best Practices & AB Test Suggestions

    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

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  • 3 Important Elements Of An Effective Ad Copy And Benefits Of Good Ad Copy

    It’s often the single, tenuous bridge between your landing pages and all the potential customers searching online for products and services like yours.

    How it’s written affects your ranking in paid search results and cost per clicks.

    Even if they think it’s really important, PPC ad copy is far more important than most people realize. Seemingly minor differences in the copy can be the tipping point between a very successful campaign and wasting your PPC budget.


    Basic Benefits of Good Ad Copy

    (While you can run paid ads on a number of different platforms, including major search engines and many

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  • Want to Design a High-Converting Landing Page? Work on Your Unconversion Rate

    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

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  • How to Get Back Abandoned Ecommerce Shopping Carts

    It looms over ecommerce like a rain cloud over the parade. While online shopping continues to grow in leaps and bounds, all of us lament that it could be many times better if two-thirds of shoppers didn’t abandon their shopping carts before checkout.

    To get an idea of the impact of shopping cart abandonment on ecommerce, look at the numbers. If you assume an average abandonment rate of 65%, then all your ecommerce sales come from the 35% of carts that are not abandoned. If you reduced abandonment by 10%, or 6.5% of those who abandoned, your online sales would

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