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Lead generation marketers are remarkably lucky. If your peers in ecommerce run a series of utterly brilliant A/B or multivariate tests for conversion optimization (CRO), the most they can expect is a 20-something sales lift. (Heavy testers like Dell are thrilled when a test wins single-digit additional sales.) But, lead generation marketers can expect a much higher impact.
In fact, the average lead generation CRO campaign results in a 40-something conversion lift. As in 40% or more leads generated from the exact same traffic.
You can optimize every aspect of your lead generation pages – however, we’ve noticed the highest response lift often comes when you tweak your form.
Forms aren’t sexy.Most marketers would prefer to focus on creative things like images or copy. Testing creative does help of course; but your form is where the real action is.
Don’t let your IT team slap up a routine form on your lead generation landing pages, optimize it.
Here are three Case Studies to give you ideas to get started:
Overlays, screens that appear on top of a web page a visitor is browsing, are taking over as the most powerful way to gather email opt-ins from new visitors.
Thousands of sites use them, ranging from publishers such as The Motley Fool, to ecommerce sites like Joss & Main, and even Hilary Clinton’s last presidential campaign site.
Generally, a site with an overlay garners up to 400% more email opt-ins than a site that relies on an in-line form will.
To put that another way, if your site’s opt-in form gets a .5% opt-in rate now, adding an overlay could bring you a 4% opt-in rate or higher.
How can you make your overlays get an even better response rate? Happily, overlays are fairly easy to run A/B tests on.
Here are three examples to inspire you...
Are your landing page or product page images big enough to get the best conversion rate that you can get? We’ve seen a wide variety of marketers testing image size these days, including B2B, ecommerce and media sites.
I’m not talking about allowing your visitors to click to enlarge images. I’m talking about blowing up the size of your hero shot (the most important image on your page) so it’s much, much bigger.
Here are three examples from very different marketers to inspire you.
Be sure to share them with your design and testing team.
Social proof is perhaps the most well known of Robert Cialdini’s six keys to persuasion explained in his 2009 book titled “Influence”.
In this article I will describe why social proof works in the online context and how you can use it to increase conversions.
Following are my personal thoughts on what will be interesting and important in the world of digital marketing and ecommerce for 2013. As is traditional for my trends, there are around seventeen of them.
I haven’t spent too much time on giving extensive justification for any of these; they are based largely on the many conversations I have with industry influencers and practitioners.
Many are really just notes, or bullet points, but I’ve tried to give links to further information if you want to delve deeper. They are in no particular order though I’ve started with the more ‘strategic’ stuff.
As ever, I’d be very interested to hear your thoughts, or feel free to post a link to your own trends or predictions.
Sarah Chambers is Site Operations & Development Manager at fashion retailer Radley and Co, focused on optimising the website to improve customer experience and conversion rates.
Her role involves overseeing a data-driven approach to website optimisation that combines analytics, usability, design and testing. We asked her a number of questions about her approach, and the company's work with RedEye to improve conversion rates.
Marketers continually search for benchmark studies that confirm that they're acheiving acceptable conversion rates, but this approach won't help them reach maximum conversion from traffic they're driving to their site. Instead of living in the bubble of "but we're better than our competitiors," they need to establish their own conversion maximization priorities and push for their own standards.
We had a chance to speak to Boris Grinkot, one of our Digital Vision winners and the author of our newest report, Conversion Maximization - The Essential Workflow, to gain insights into marketers' missteps and the course corrections that could improve their approach toward conversion maximization. This practical report explores key issues and opportunities around the important process of improving conversion rates and how to avoid common misconceptions.
Two years ago I wrote about the 25 things that will make me leave a website in less than 10 seconds. I covered pop-ups, autosound, and a bunch of other user experience face palms. Sadly, most of these things are still used by perpetrators of various shapes and sizes.
In addition, websites can baffle and perplex users in equal measure. I have compiled a list of 20 things that need to be cleaved in two by digital professionals, in order to make the web a better place for all.
No doubt I'll have missed some of your pet hates, so do leave a comment below.
More companies are responding to mobile trends and designing websites for phones and tablets, but many are still not even testing how their sites look on mobile devices.
According to our fourth annual Conversion Rate Optimization Report, produced in association with RedEye, the proportion of organisations designing their websites specifically for mobile phones has increased from 25% to 35% since 2011.
However, the majority of organisations are still not designing their websites (61%) or conducting usability testing (55%) specifically for either mobile phones or tablets.
Christmas is just 63 days away, but that still leaves time to make changes to your site that can help to increase your conversion rates over the festive period.
Things like delivery offers and clear on-site messaging about returns policies can still make a difference.
I've been asking online retailers and e-commerce experts for tips on making the most of that extra Christmas traffic...
Though the market has grown rapidly, average online retail conversion rates have fallen.
The fact that, for every $92 spent acquiring customers, just $1 is spent converting them has a lot to do with this.
Today sees the release of Econsultancy's fourth annual Conversion Rate Optimization Report, which looks at the tools, strategies and processes employed for improving conversion rates.
The report, produced in association with RedEye, is based on a survey of 900 client-side and agency digital marketers, carried out in July and August 2012.
From the results, we have identified the five main areas organisations need to concentrate on if they want to improve website conversion and sales...