Contents contributed and discussions participated by Brian Massey
Science of Conversion Rate Optimization * Yoast - 1 views
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@yaost offers some good advice in this article. In particular, there are some testing "elephants in the room" that he points out. These include the fact that the Z score used by testing tools assumes a normal distribution -- a bell curve -- in the data. That is often not the case.
He also recommends ending tests on week boundaries. If you start a test on Friday and end it on a Tuesday, you may be exaggerating your results as Tuesdays are often bigger conversion days for ecommerce sites.
This article is just nerdy enough for most marketers, and you're going to have to add some nerdy to your repertoire if you're not already there.
A Capella Science - Bohemian Gravity! - YouTube - 1 views
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The science we love must be entertaining, and what's more entertaining than finding more revenue hidden in your website? This creative little video does a great job of making string theory entertaining. It'll introduce you to words that will make you a hit at scientist parties, too. Thanks Roy H. Williams for the link.
7 Awesome Tools for Landing Page Optimization - OMI Blog | OMI Blog - 0 views
48 Tweetable Stats To Make You An Online Marketing SmartyPants | Unbounce - 0 views
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@unbounce has provide a post with a double payoff. First, this is a great list of conversion-related stats and, second, a great example of how to design content to be sharable.
The content is sharable for the following reasons: The title contains the call to action "48 Tweetable Stats..." There's something here for everyone The quotes are Twitter-sized for easy sharing in 140 characters Each quote has a call to action in the form of a "Tweet this" link. Every quote So, if you've got something you really want people to share, follow this recipe. For article-style content, use pull quotes and put a "Tweet this" link with each.
These guys are real smarty-pants.
E-Commerce Customer Acquisition Snapshot | Custora Blog - 1 views
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The interesting graphic shown in this post by Custora shows how e-commerce businesses are gaining customers and how that has changed since 2009.
It is no surprise to see cost-per-click (CPC) search advertising growing over that time. However, it is gratifying to see that email has grown the fastest, far outstripping banner advertising, Facebook and Twitter.
In my book I say that email is the biggest social network on the planet. It appears to be so for e-commerce companies as well.
Should I Use A Carousel? - 0 views
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So, should you use a carousel, those rotating hero images now found at the top of most B2B and B2C websites?
The answer is "carefully."
This clever little site illustrates the reasons rotating banners are so frustrating. The timing, the amount of text and the order all come into play.
We have been able to tune a rotating hero on an ecommerce site so that it outperformed a static image. But it took several test cycles and didn't work in every case.
Have a little chuckle at yourself and enjoy the content on this site -- if you can read fast.
No More Guesswork: 5 Website Formats Proven to Get Results | The Daily Egg - 0 views
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The folks at CrazyEgg have a wonderful summary of the five website formulas found in my book. Read this and you can skip chapters 3 and 4.
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The folks at CrazyEgg have a wonderful summary of the five website formulas found in my book. Brochure Site Consultative Site Publication Site Online Store Online Service Read this and you can skip chapters 3 and 4.
7 Eye-Catching Email Subject Lines to Catapult Your Open Rates | Unbounce - 0 views
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@unbounce - Writing headlines and subject lines and tweets all have something in common: You have a limited number of characters to get a prospect's attention in a very noisy environment.
Steve Young gives us some tested subject lines to consider in our campaigns.
Have some fun with your subject lines and don't take yourself too seriously!
7 Conversion Lessons Learned From Eye Tracking - 0 views
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@neilpatel collects some of the most interesting eye-tracking images available and provides seven insights that can help you design your pages and choose images. We have done our own eye-tracking study of business video and you can get the full report now. The report offers similar conclusions for the use of video in a landing page. It includes over 30 minutes of embedded video that you can watch yourself.
Neil's conclusions include:Be careful you you use [images of] peopleThat people love media (especially on search results pages)That men and women look at images differentlyThat simple images can be more effectiveThe power of the left side of the pageThe power of facesThat people love hand-written notes (my favorite)Enjoy the images he provides.
Shopping Cart Abandonment: Why It Happens & How To Recover Baskets Of Money - 0 views
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@peeplaja offers a great post on shopping cart abandonment
In my book I say that abandonment is like cholesterol: There is a good kind and a bad kind. For each there is a strategy for reducing the impact of abandonment on your business.
Good abandoners leave because they aren't done with their shopping process. The challenge is to get them to come back and buy when they are done. There are several strategies here for retargeting the visitor who abandons using email and ads.
Bad abandoners leave because you surprised them or didn't provide the information they were looking for. This kind of abandonment can be treated by improving the checkout process and by using pricing and shipping strategies.
Abandonment is the most heartbreaking of conversion killers. it is also a fertile place to increase the performance of your website.
Email Is Crushing Twitter, Facebook for Selling Stuff Online | Wired Business | Wired.com - 0 views
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If you're a frequent reader of our blogs, you won't be surprised by this report from Custora stating that email is a more effective marketing channel than social networks.
In fact, I say in my book that email is the biggest social network on the planet. Business people plan their days by their inbox. They program audible notifications when new items come into their inbox. It's not smart, but it's true.
Of course, this doesn't mean that you should send self-promotional crap. That won't work in email, mail or social media. But certainly don't eliminate email from your marketing mix.
MediaPost Publications Millennials Forge The Future (Depending on Life Stage) 07/01/2013 - 0 views
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If you like to study the steady march of the generations, you'll find this study of Millennials fascinating. Basically, Millennials are here to frustrate the retiring Boomer generation. They are the revenge of GenX. I think you can see from this article that Millennials will baffle Boomers (and GenX) with their attitudes.
Marketers are Operationally Proficient but Strategically Stalled. | - 0 views
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My partner is fond of saying that the best judge of your marketing is your accountant. This is relatively easy to do online, to measure your marketing results all the way to revenue. Plus the learnings can be tried in other parts of the marketing portfolio.
Marketing is always trying to get a seat at the executive table. This report shows why CMOs continue to struggle.
A Unique Home Page Split Test Experiment on TimeDoctor.com | Biz 3.0 - 0 views
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In my book Your Customer Creation Equation I talk about the two conversions that online services have:Conversion from visitor to trialConversion from tryer to buyerI recommend that online services find ways to get the visitor started as soon as possible. Online services have the advantage that we can try the product right there online.
This article is further proof that getting the visitor engaged with questions is a more effective way to find more tryers and buyers than the typical home page.
Big Data is Good-But Big Testing is Better | Chief Marketer - 0 views
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@chiefmartec "out of 12,000 experiments that Google ran in 2009, only about 10% of them resulted in adopted changes." You are not Google. But you must realize that in every industry, an online leader is going to emerge, and it will be the company that adopts a testing culture.
Intuition is no longer your friend. Your intuition cannot comprehend the variety of ways our visitors are coming at us. Data and testing are your friends, or your online audience will continue to abandon you.
Get excited about testing and taking that leadership role in your marketplace.
How to Use Ebooks Strategically and Reach Your Content Marketing Goals | Copyblogger - 0 views
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This article on ebooks comes at an important time at Conversion Sciences as we put the final touches on a unique ebook of our own (preorder Business Video Through the Eyes of Your Prospects).
Content is the way you charge and release the power stored in your marketing batteries (customer lists, email lists, social media networks).
And don't forget that ebooks now outsell print books.
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Of course, if we were to make a list of 50 ways your site could improve its conversion rate and RPV, we'd be right on about 25 of them. That's why we always back our recommendations up with a series of A/B or split tests.
Nonetheless, it's always good to look at those online athletes that are at the top of their game.
Would you like a free strategy session with a Conversion Scientist?