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Good example of using "persona tabs" on a landing page.

Here are some good answers to burning questions when using video on your pages..

Does your company have a Markishing department yet? That's a Marketing/Publishing department, and if you don't you better start working on it.

This infograph from Eloqua illustrates the power of content at various stages of the purchasing cycle. You don't have to be an enterprise to be using this kind of markishing approach to marketing. Learn about content development and cascades in my up-coming book.

 @unbounce Here is some data that we are seeing elsewhere, in which video increases conversion rates. The universal appeal of video is quite surprising -- and powerful.

 @thisissethsblog introduces us to a video that defies critique. But, haven't we all played a part in a meeting like this?

 @ashocka18 has written an article for designers working on landing pages. In the process Heidi has linked to some very helpful posts.

I was struck by the way she laid out the article, perfect for those of us who scan. Your landing pages should be designed to help scanners find the salient points of your copy... like where the link to my post is.

I especially love the banner images for each topic. Very fun. Boring Call to Action Button Lame Logos Inconsistency Too many fonts Random colors Spacing fails Cheesy stock photos (I call this "Business Porn") Overuse of photoshop effects Icons from everywhere Readability issues Navigation Check it out.

You may believe us, but does your boss?

As you know we believe that dedicated landing pages are one of the most powerful ways to increase revenue and leads online. It would be best to have a special landing page for each offer you make in an ad, email or on your site.

But who has time to build all of those pages??

If you knew that more landing pages meant more money, you might be able to get your boss to give you more resources.

This post from Hubspot may have the data you need.

The analytics at one of our clients indicated that some 40% of the visitors did not have Javascript enabled. This was a shock, and something we hadn't seen before. We needed a way to verify that the analytics was reporting accurately.

Our development team found this interesting approach to setting up a test of how Javascript is used by your audience.

Three strategies that keep you from losing some of your hard-won visitors from our friends at KISSMetrics. Exit-intent Technology more Persistent Cookies (cookies tend to persist around my waste) Ad Remarketing

Most interesting part of this article, is the way that people make up stories about why they do what they do. This is why self-reported data is always we use it for qualitative research, that is but never to find answers to questions. Humans are very good at making up stories about why they do, and these stories are usually lies.

Whenever someone writes an article about Conversion Consultants (like us), we are always nervous that we might cross some of these lines.

We know that we have made these mistakes in the past.

The issue is exacerbated when the author is someone like Amy Africa, who has the experience and likes to tell things like they are. Her middle name could be "Frank".

I'm happy to report that we have evolved beyond these "lies" and firmly embrace the matching truths.

If you are looking for someone to guide your optimization efforts, have a conversion with a Conversion Scientist.

The kind of traffic that comes to a "Click Bait" headline is often not well qualified. People come because of the headline's hook, not because they need a product or service.

Having said that, the psychology of these headlines can be used to draw a more qualified audience to a content piece or landing page. So I offer this little study of click-bait headlines. It's worth the read if only for the dog videos.

I've always argued that wireframes should come later in the web design process after copy and persuasive elements have been established.

Zakary Kinnaird argues there may be no good time for wireframes.

I can't test wireframes, esp. if they contain Lorem Ipsum copy. So wireframes lock in design elements before we even know what visitors prefer. Good comments as well.

Data science in the season of US poitics. Good resources for mining text for test hypotheses. Good for chat transcripts, phone logs, reviews, etc.

I always tell my audiences that exit-intent popovers will increase lead generation and often increase sales in an ecommerce setting. However, there is a negative brand impression from them. Nobody likes popovers, if you ask them.

Now we have some data on what people THINK about exit-intent popovers.

The steps we take as conversion optimizers look suspiciously like designers. Each of theses steps can use more data, though:User PersonasJob StoriesUsability TestingAffinity Mapping2x2 AnalysisProblem DefinitionIdeate & CreateMockupsPrototypeValidateOur task is to execute on this with high frequency and make small changes as we go to learn what moves the needle.

Everything we do as marketers or salespeople is about story. Our content and conversations should excite the imagination and make others curious about the characters in our story - and perhaps see themselves in it. A.I. and other tech innovations will allow us to get closer to the characters in the stories we tell.

Great list of things that lead us to make bad decisions... even with data.

@PrototyprIO - Great summary of where Ghost buttons come from and when they could be used without impacting your conversion rates.

 @conversion_team-I'm speaking about "flipping" you message when writing copy that converts at #convcon West in San Francisco. Basically, "flipping" prevents "blending" your message, which makes it lose impact and relevance.

The catch is that you must understand something about the Web visitors that you're flipping your message toward.

The Conversion Team has a solution, and this article does a great job of helping you get an actionable understanding of how to write for your visitors in a persuasive and relevant way.