Archive for the ‘conversion rate optimization’ Category
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Everything Counts Toward Your Value Proposition
It’s been said that the medium is the message.Just as your choice of advertising medium can communicate and reinforce your advertising message, so do the choices in your communication design and content give cues to your Value Proposition.
Your Value Proposition is the full set of perceived costs and benefits of your products, services and calls-to-action. There’s a reason it is the central component of our conversion optimization framework, the LIFT Model.
Ralph Waldo Emerson said, “Who you are speaks so loudly, I can’t hear what you’re saying.” Continue Reading
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Does Conversion Optimization Look Too Easy?
Nike has a line of shirts & gear featuring the words:
…and their highest performing athletes, like Earvin ‘Magic’ Johnson, Kobe Bryant, Roger Federer and Usain Bolt do just that. The pros at the top of their game always make their work look effortless.It looks easy, but could you do just as well on the court or the track? Is it really that simple? Continue Reading
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The Strategic Marketing Optimization Manifesto
Conversion Optimization has been undersold.
We have the ability to use conversion optimization to gain marketing insights with scientific certainty, yet many in the industry still use landing page optimization like it is only good for eking out marginal conversion rate improvements.
This is tragic.
Those of us who test most understand the power of all the beautiful traffic you have arriving on your website daily. Not only are these prospective customers looking for an opportunity to buy from you; they’re also willing to (unknowingly) tell you which messages and experiences are most effective for them.
Think about the far-reaching effect of testing your value proposition messaging
By running an ongoing series of controlled tests of messaging approaches, you can gain statistically significant learning about what moves your customers to action.
That learning can lead to dramatic lifts in leads, sales and revenue. But, far beyond that, the insights can lead to even greater changes in the marketing and business strategy.
The Conversion Optimization industry is evolving. We are no longer just tweaking and tuning button design and headline colors.
Will you join us in our quest for continuous improvement by becoming a Strategic Marketing Optimization professional? Will you be an advocate for data-driven organizational improvement?
Here’s what we believe:
Feel free to embed this, using this code:
Or download the printable pdf version of the marketing optimization manifesto.
Here’s the text:
The Strategic Marketing Optimization Manifesto
We listen to our gut, then test what it says.
We gather marketing research, then test it.
We create best practices, then test them.
We listen to opinions, then test them.
We hear the advice of experts, then test it.We believe in art and science.
We believe in creativity and discipline.
We believe in intuition and evidence.
We believe in continuous improvement.We aim for marketing insights.
We aim to improve business results.
We test because it works.Scientific testing is our crucible for decision-making.
Come with me as we push the boundaries of conversion optimization toward strategic marketing optimization.
Are you with us? Add a comment below!
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What are landing page elements that contribute to increased conversions?
Recently I participated in an engaging roundtable discussion where the topic was “Improving Landing Page Conversion Rates”. The questions submitted in advance by attendees produced a highly interactive session and I’d like to share some of it here.During the discussion, which was organized by Paul Mosenson of Focus.com, the audience was encouraged to give real-time feedback to the panelists, letting us know whether they thought we were being interesting or not. It certainly added to the excitement and stress, but definitely kept us on the task of delivering value!
But the point of this post isn’t the interesting discussion format.
The experience reminded me that you probably have similar questions about conversion optimization. So, I’d like to answer some of the most interesting questions raised. Continue Reading
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What are Your Biggest Conversion Optimization Challenges?
The Conversion Rate Optimization industry continues to evolve and the challenges organizations face are different now than they were 5 years ago when we began WiderFunnelWe’re curious to hear about the conversion optimization challenges you face in your organization today.
Would you take 30-seconds to answer this one-question survey? You’ll be able to compare your results with your colleagues immediately.
What are your biggest Conversion Optimization Challenges?
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Play the Landing Page Optimization Case Study Game
Learning doesn’t have to be boring. WiderFunnel has just launched a new (free!) online game for marketers to allow you and your colleagues to test your conversion optimization skills. You by guessing on the results of real landing page experiments. Continue Reading
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WiderFunnel is Growing and I’m Thankful
On this day when our American friends are celebrating Thanksgiving, we have a reminder to take a few moments to reflect on what we have to be thankful for.What are you thankful for? Continue Reading
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Rotating Offers – the Scourge of Home Page Design
As Conversion Optimization Professionals, our job is to identify components of websites that are hurting the company’s conversion rates and revenue.
In some cases, where the site has already been tested or happens to be well-planned, we have to dig deep in our bag of tricks to develop the test plan.
Other times, the site gives us a gift with components that are common conversion killers. One of the most common of these gifts is the rotating home page offer banner.
We love offer banners! They give us lots of great opportunities to easily beat the Control page with our newly designed test Variations.
Should I use a rotating home page offer banner?
That’s a question I’m often asked when I present at conferences and webinars. Unfortunately for the questioner, they are addressing a common cause of Relevance, Clarity and Distraction problems. (Note: For more information on these and the other three Conversion Rate Factors, read up on the LIFT Framework that we use to analyze landing pages)
I decided to visit an arbitrary sampling of home pages today and found nearly all of them featuring some form of a gallery rotator. Continue Reading
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New Case Study Just Posted: Why this Conversion Optimization Test Delivered +17.4% Downloads but Surprised the Experts
Someone recently Tweeted that WiderFunnel had the largest collection of Conversion Optimization case studies anywhere on the web (even I didn’t realized that!) and today we added one more: the PluralEyes Software case study.
Our 30th posted Case Study tells how testing PluralEyes Software increased its Free Trial Download rate by over 17%. This, of course, in and of itself was a major success but the story has an interested wrinkle: we were all surprised with the results. Continue Reading
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You Are Invited to Play the Conversion Optimization Skills Game Beta (and we need your help)
Readers of this blog will remember that last month we announced the Alpha version of the ConversionSkills.com game — and today I am excited to announce the imminent launch of the Beta, and invite you to sign up to play the Game.
If you are passionate about Conversion Optimization testing, you’ll love this game! Continue Reading
