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When seeking to optimise a website, what is it that defines whether or not a test has been successful?
It would be easy to fall into the trap of thinking that a test is only successful if it results in a positive uplift of some sort (e.g. higher conversion rate), but in fact the truth is far more complex.
Multiple tests and research have shown that phone leads have the highest closing rate.
I'm here to show you how you get more of them.
The process of digital transformation often focuses on new technologies and software, while neglecting the equally important task of ensuring employees have the requisite digital skills.
However when it comes to the all important task of CRO, it would appear that companies are aware of the importance of employing people who are directly responsible for improving conversion rates.
More than a third of companies do not implement any form of personalisation in their marketing activities, according to a new report from Econsultancy.
This is in spite of the fact that a vast majority of companies achieved an uplift in conversion rates after implementing personalisation in one or more of their marketing channels.
The difference between success and failure is often in the details.
This is why the virtues of testing and optimizing are continually extolled on platforms which claim to promote best practice.
Today sees the release of Econsultancy’s sixth Conversion Rate Optimization Report, in association with RedEye.
The report looks at the types of conversion strategies and tactics organizations are using, in addition to the tools and processes employed for improving conversion rates.
It is based on an online survey of over 1,100 client-side and supply-side digital marketers and ecommerce professionals, the highest number of respondents in the survey’s history.
Here are four findings from the report....
Almost two decades ago, Jeffrey and I started evangelizing the notion that your conversion rate is a measure of your ability to persuade visitors to take the action you want them to take.
Good companies know how to persuade visitors, but legendary companies better understand their visitors and their desires, and do more than simply satisfying those desires.
Great companies find ways to delight them along their journey. This is sometimes labeled as 'flow' in the UX world.
In other words, conversion rate optimization is a critical discipline, but by itself, will it be able to transform a good company into a legendary one?
Attracting consumers to your site is only the first part of your problem. Once they show up, why do you think they’ll buy what you’re selling?
You’ve baited the hook and caught your audience’s attention, but if the bait’s not tied to anything your conversions sink straight to the bottom.
Behavioral psychology has a lot to say about why we buy the things we buy and what the decision-making process looks like.
Knowing what your customers want or need to see from you will help you convert the traffic you already have, and ensure that the ones who get away eventually come swimming back to you.
If you understand your brand and your market, these five strategies can turn traffic into conversions.
Search marketing budgets are set to rise, with companies increasing spend on PPC and SEO in 2014.
58% of companies plan to increase their paid search budgets this year, up from 55% in 2013, while 55% will spend more on SEO, up from 51% a year ago.
Here are a few of the key findings from the report...
Harvey Nichols has launched a new website that seeks to reinforce its status as a luxury multichannel retailer.
The relaunch includes a new mobile site and additional features such as a ‘Click & Try’ service and real-time stock levels.
Rather than carry out a full review of the new Harvey Nichols site, I thought it would be useful to highlight a few of the new features.
In the past we’ve come across a number of high-end brands that are severely let down by the online customer experience, so have Harvey Nichols and development agency Ampersand Commerce managed to get it right?
Read onto find out, or for more information check out our blog posts looking at 17 luxury brands with poor web user experience or how Mulberry's new responsive site shows luxury brands how to do UX.
One of the most important areas to invest time into is developing the persuasive layer of your online experience and deliver more reasons for your visitors to do what you want them to do.
In fact, I see persuasion as being one of the next big battlegrounds online.
As more websites are upping their game around the fundamentals of good user experience and usability principles they’re looking for the next area of growth and to gain competitive advantage.
One brand I’ve paid particular attention to since 2009 has been Booking.com. I previously wrote a piece back in October 2011 about the wide range of persuasive techniques used on its search results page.
Since then Booking.com has continually evolved and refined its online experience, adding in new features, functionality and in particular using even more persuasive techniques.
In this article, which is the first in a series, I’ve highlighted many of these newer features and provided tips and advice on how to apply these techniques to your business.
If you are entering the online world for the first time as a business it doesn’t matter whether you are a startup or an established bricks-and-mortar company, you need to choose what to spend your resources on.
So far so obvious; that’s all part of your marketing strategy. But when you’re thinking about that strategy there’s one big, tough question that will almost inevitably come up:
“Should we spend more of our resources trying increase brand awareness or increasing conversion rates?”
The answer to that question is much less obvious than the question itself.