Archive for the ‘how to’ Category
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What you should expect from a Conversion Optimization services provider.
One of the questions we get asked very often by prospective clients relates to what types of services they can expect from us when it comes to testing. While my standard answer is “we do the work; you get the glory,” it probably doesn’t really explain much – especially when these prospective clients are shopping for a testing services vendor.
Being very clear in understanding the services you will get from a conversion optimization services provider is crucial because, if you don’t have this absolutely clear, you may be in for a nasty surprise Continue Reading
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You Can Improve Your Conversion Rate by Targeting at Source
Segmenting prospects is core to much of what we do as marketers to communicate value propositions to small, homogeneous groups in order to achieve higher than average conversion rates – and segmenting prospects by the search engine they come from is no different.
New research from comScore reflects that Google doesn’t just dominate the search market by a large margin; its users are also more loyal and more inclined to search in general than Yahoo and Microsoft searchers.
So marketers need to take note of the differences in their web traffic based on Continue Reading
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How to Hire a Conversion Optimization Services Provider… Part 6
This is the sixth posting in a series aimed at helping you as a Marketer evaluate conversion optimization services providers so you make the best possible decision of who to hire. You can read Part 1 here, Part 2 here, Part 3 here, Part 4 here and Part 5 here.
Q6: “What is expected from my team?”
When you hire a conversion optimization services provider, you must start off with a clear understanding of what will be expected from you and your team. If you don’t have this clear understanding, you may be in for a nasty surprise in terms of Continue Reading
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How to Hire a Conversion Optimization Services Provider… Part 5
This is the fifth posting in a series aimed at helping you as a Marketer evaluate conversion optimization services providers so you make the best possible decision of who to hire. You can read Part 1 here, Part 2 here, Part 3 here and Part 4 here.
Q5: “Do you work with any of my marketing services partners?”Your conversion optimization services provider must be able to work with your multiplicity of marketing partners and other services providers, and in this posting we explain why.
First, some context.
While we strongly believe that Conversion Optimization is crucial to a strong and profitable demand-generation strategy (and this is the focus of what we at WiderFunnel Marketing do), we are not narcissistic enough to believe Continue Reading
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How to Hire a Conversion Optimization Services Provider… Part 4
This is the fourth posting in a series aimed at helping you as a Marketer evaluate conversion optimization services providers so you make the best possible decision of who to hire. You can read Part 1 here, Part 2 here and Part 3 here.
Q4: “Do you follow a specific methodology to optimization?”There are lots of people “out there” who know how to use tools like Google Website Optimizer, Omniture’s Test & target, Optimost and such. (And this is especially true of Google Website Optimizer because it’s an easy to learn, free tool). However, very few of those people know how to increase revenues consistently by using the tool.
To know how to increase revenues by using a testing tool Continue Reading
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How to Hire a Conversion Optimization Services Provider… Part 2
This is the second in a series of postings aimed at helping you as a Marketer evaluate conversion optimization services providers so you make the best possible decision of who to hire:
Q2: What increase in conversion rates should I expect and can you guarantee it?
The conversion rate lift you can expect will vary, of course, depending on how poorly your current landing page (or website) is designed and Continue Reading
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How to Hire a Conversion Optimization Services Provider – Part 1
Online A/B and MVT experimentation to achieve conversion rate improvement has been around for a few years, with tools such as Offermatica (now Omniture’s Test & Target), Optimost, and others.
However, since the launch of Google Website Optimizer (GWO) last year as a free tool, we started to see a dramatic increase in awareness –as well as a fast rate of adoption– of online testing as an extremely valuable strategy.
After all, GWO easily allows marketers to run experiments on their web pages and determine which layout, offer, creative and copy combination delivers the highest number of conversions – without having to spend additional dollars driving *more* traffic to the site.
But, as in most cases, technology is only part of the equation for success.
After testing staples like a red button (yes, they often do improve the conversion rate; just try it) and shorter registration forms (the shorter the better), marketers often run out of ideas of what to test next. Continue Reading
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Three Tips for Creating Action Pages
Your prospects online are different than in any other media.
When they’re online they’re looking for action.Jacob Nielsen says his latest report on web usage shows that web users are increasingly action-oriented and impatient. Think about it. On TV they’re lounging, on radio or outdoor they’re driving, in newspapers they’re getting a start on their day (not looking for products). But online they are looking for something. Whether they know what they’re looking for or not, they’re in search mode. (I can hear the objections around social media users already, but they are looking for entertainment, usually pictures of their friends)
This is why search advertising works online and banner ads don’t, but that’s another topic.
How fast and easy are you making it for users to complete their action?
Here are three starting points for making high performance ‘Action Pages’: Continue Reading
Raquel Hirsch
Chris Goward
