Upleveling A/B Testing with AI for Conversion Optimization

With artificial intelligence (AI) generated content sending traditional SEO into a tailspin, converting traffic that does make it to the website is more important than ever to marketers.

The challenge in our digital age is that traditional A/B testing methods are slow, resource-intensive, and miss hidden opportunities. Click To Tweet

Since the early days of digital marketing, one common way to improve on-page conversions has been A/B testing. The challenge in our digital age is that traditional A/B testing methods are slow, resource-intensive, and miss hidden opportunities. 

Enter A/B testing with AI and machine learning, a game-changer that supercharges optimization efforts. Let’s look at ways to uplevel your A/B testing with AI to optimize conversions.

What is A/B Testing?

A/B testing, also known as split testing or bucket testing, is a randomized experiment that compares two versions of content to determine which one performs better. As this graphic shows, A/B testing is an effective tool to increase website and landing page performance.

A/B testing with AI

Source: FinancesOnline

The testing process involves randomly showing users two or more page variants and then using statistical analysis to determine which version performs better. 

Marketers can use the results to measure user behavior and make decisions based on statistics.

Marketers use these tests to optimize marketing campaigns, improve UI/UX, and increase conversions. For example, a marketer can test adding a payment method to an e-commerce store to see if it increases or decreases average revenue per user. Other assets testers can analyze include landing pages, display ads, buttons, and headlines.

Limitations of A/B Testing

Resources are the main limiting factors in traditional AB testing results. Anyone experienced with conventional testing knows that complexity quickly reaches an upper limit if testing relies on manual entries and calculations. Here are some examples:

Time and resource intensive. Setting up, running, and analyzing A/B tests can be time-consuming and require technical expertise. This limiting factor can be a hurdle for smaller companies or teams with limited resources.

Limited scope. Traditional A/B tests only offer insights into the variables you specifically test. They might miss broader behavior patterns or complex interactions between elements.

Difficulty achieving statistical significance. For low-traffic websites or tests of subtle changes, reaching statistical significance (where you can be confident the results are accurate and not due to chance) can be challenging, leaving you unsure of the winner.

Static and short-sighted. Traditional tests assume a stable environment, but visitor behavior and trends can shift over time. Traditional testing often struggles to optimize dynamic elements like product descriptions that constantly change based on user data or inventory. AI brings agility and personalization to this challenge.

Limited understanding of “why.” While this method shows what works, it often doesn’t reveal the underlying reasons why. This can limit your ability to apply learnings to future optimizations.

Not ideal for personalized experiences. Traditional A/B testing struggles to personalize experiences for individual users based on their unique behavior and needs.

AI-led Optimization of A/B testing

AI improves A/B testing in several ways. Machine learning algorithms analyze vast amounts of data, uncovering hidden patterns and predicting prospect behavior with remarkable accuracy. 

This capability enables continuous, self-optimizing tests that adapt in real-time, identifying winning elements and delivering the best experience to each user. Gone are the days of static tests; AI unlocks a dynamic, data-driven approach to conversion rate optimization (CRO). Let’s look at some further benefits. 

Benefits of A/B Testing With AI

Here are several ways AI changes the game with A/B testing:

Content Creation

No more writer’s block! Generative AI can help craft compelling A/B test variations for website copy, email campaigns, or social media posts. Consider it an intelligent collaborator who understands your brand voice and target audience, suggesting headlines, CTAs, and personalized greetings for different user segments.

Develop & Validate New Insights

Say goodbye to brainstorming in the dark. AI tools can analyze user data and past test results to suggest promising design tweaks, ad copy variations, or landing page layouts. Think of it as having a data-driven muse to spark your creativity and guide your testing roadmap.

Generate More Visuals

Ditch stock photos and generic visuals. AI algorithms can churn out unique, personalized images tailored to your target audience and specific test variables. Imagine dynamically generating product images that match a user’s search history or preferences, boosting engagement and click-through rates.

A/B Testing with AI Analyzing Results:

Go beyond basic conversion metrics. AI algorithms can delve deeper into user actions, uncovering hidden patterns and correlations that traditional analysis might miss. Imagine automatically identifying which user segments respond best to specific elements, allowing you to personalize your website and campaigns for maximum impact.

AI unlocks even deeper optimization through multivariate testing, analyzing the complex interplay of multiple variables simultaneously for truly data-driven decision-making.

By leveraging AI across these areas, A/B testing transforms from a manual, time-consuming process into a powerful engine for continuous optimization and data-driven decision-making.

How Can AI Improve Conversion Rates?

AI has the potential to significantly improve conversions by scaling the number of variables and increasing hyper-personalization.

A/B Testing on Steroids

AI can automate and optimize A/B testing, making it faster, more efficient, and more insightful. Among the benefits are:

Testing hundreds of variations. AI can simultaneously test multiple variations of website elements, ad copy, and landing pages, uncovering the optimal combination much faster than traditional methods.

Real-time conversion optimization. AI can analyze results in real-time and automatically adjust tests to optimize performance, ensuring you always show each user the best version.

Deeper insights. AI can analyze on-page actions beyond clicks and conversions, revealing hidden patterns and reasons behind user choices, leading to more informed optimization decisions.

Hyper-Personalization

AI can analyze vast amounts of user data, including demographics, browsing history, and past interactions, to tailor experiences to individual users, including:

Dynamic content. AI can personalize website content, product recommendations, and email campaigns based on individual preferences, increasing engagement and relevance.

Targeted ads. AI can analyze user actions to deliver highly relevant ads with higher click-through rates and conversions.

Personalized offers and discounts. AI can suggest customized discounts or promotions based on a user’s purchase history and interests.

With any new tool, the question is, “How do we get started?” Funnel Envy can help

Below is a simple 5-step overview to give you a framework. 

Implementing AI in the A/B Testing Process: A Five-Step Guide

Implementing an AI-powered A/B testing regime can be broken down into the following steps:

  1. Define Your Objectives: Set clear goals – what metrics do you want to improve with AI-powered testing? Conversions, engagement, or something else?
  2. Choose the Right AI Tool: Research your options based on budget, ease of use, and your specific needs (e.g., sample size, image generation, content creation).
  3. Create Different Variants: Craft variations for your test elements, leveraging AI suggestions for personalization or generating multiple options simultaneously.
  4. Analyze Your Results: Utilize the AI tool’s advanced analytics to uncover hidden patterns, go beyond basic conversion data, and understand on-page actions.
  5. Apply Your Learnings: Adapt your website, personalize experiences, and inform future campaigns based on the insights and winning variations identified by AI.

Moving Ahead with A/B Testing with AI

Have you started implementing AI into your A/B testing, or are you planning to do so soon? It can feel complex and a bit intimidating to start on your own. At Funnel Envy, we have the experience and resources to help you set up and analyze your campaigns. Reach out today to learn more!

By |2024-02-22T19:49:19-08:00March 4th, 2024|A/B Testing|0 Comments

The 4 Most Important Landing Page Elements

We’ve devoted several posts on this blog to discussions of landing pages and their importance within the broader context of your digital marketing. It’s no exaggeration to say that a landing page can make or break your funnel. Even if other elements are well-optimized and you have a great offer that adds value for prospects, a bad landing page can significantly constrain your results.

Too often, we think about landing pages in the abstract. They’re mentioned in passing as if every marketer should know how to construct a landing page by instinct. 

Unfortunately, real-world funnels aren’t that simple. Like any complex system, a landing page is only as good as its parts. The specific things you put on a landing page can vary based on the offer, your industry, and the people you want to attract. However, we’ve found that every landing page needs the below four elements in one form or another. Remember to view these tips in the context of your specific funnel and target audience.

Concise, Usable Forms

During many B2B funnel transactions, you will need to collect data from the user to take them further down the funnel. These efforts can be limited or stifled by forms that are difficult to use or unclear to the audience. Ideally, users shouldn’t need to think about forms; they should blend seamlessly into the broader landing page experience.

What exactly makes a good form? HubSpot has created a helpful list of tips, including:

  • Single-column design: According to design research, it’s easier for the eye to follow and progress through one column of text and fields. It can also feel overwhelming to be presented with two columns full of text and form fields.
  • Go from easy to hard: Putting a few simple questions at the front of a longer form will help reinforce the feeling of progress. Doing this makes visitors less likely to bounce while filling out your form, since they’ll feel they’ve already made tangible steps to finishing.
  • Validate entries immediately: If someone provides an invalid response to a form field – like an email address with no domain – make sure the form alerts them directly. They should not need to wait until they try to submit the form to notice and then work backward through it to identify the error. 

Succinct Copy

We’ve all met someone who loves nothing more than talking about themselves. Every topic concerns what’s happening in the person’s life with little care for those around them.

No one wants to hear you wax poetic on a landing page: they simply want to know how your offer is relevant to them and what they stand to gain. Click To Tweet

The digital marketing equivalent of this is a landing page with tons of elaborate sentences and flowery phrasing about the greatness of a product or service. No one wants to hear you wax poetic on a landing page: they simply want to know how your offer is relevant to them and what they stand to gain. 

That’s not to say long-form landing pages don’t work. Many B2B and B2C marketers have found success with longer, narrative-style landing pages, especially when selling a relatively new product or dealing with an audience that needs plenty of information before making a business decision.

But there’s a clear distinction between a long-form landing page and a page with too much text. Long-term testing will help you pinpoint an exact balance, but in the short term, you can reach out to trusted clients or colleagues to get quick feedback about your landing page copy. You can also use helpful online tools like the Hemingway App to see if you can make your writing more straightforward.

Social Proof

The power of social proof is well-documented and based on a simple psychological principle: people place a lot of weight on the words and experiences of others like them. Seeing that another person had a positive experience can go a long way toward convincing a prospect that your offering is right for them.

Like other parts of a landing page, the specific way you present social proof depends on the nature of the funnel and your audience. Some might like to see a talking-head-style video of a client like them speaking firsthand about how great their experience was. Others may want to look at hard data, like an ROI experienced by your previous clients.

Two quick tips for social proof: don’t go overboard. Many people are suspicious of things they see on pages designed to get them to buy or commit to something. Even if it’s true, an over-the-top client testimonial may appear inauthentic. Second, remember to offer external validation of the people you include on your testimonial page. A social profile or company website link can help visitors believe in what you’re showing.

A Multimedia Element

In 2023, “multimedia” can be defined in several ways. It could be a video, chart, graphic, animation, or even a lovely photograph depending on the specific nature of your offering and the people visiting the page. Multimedia is essential as a way to break up text on your page. It’s also valuable for visitors who may be using a mobile device or tablet and can’t spend a lot of time reading and processing text on a page.

Videos are popular for a landing page because they are easy to produce – all you need is a phone – and engaging for visitors on any device. According to marketing expert Neil Patel, it’s helpful to incorporate the video in the design of the rest of your page and track the video’s analytics closely to see how often it’s being viewed and for how long.

Final Thoughts on Key Landing Page Elements

It’s easy to conceptualize theories about landing pages and discuss ideas about what may or may not work. But for marketers who want to maximize their results, the only way to know what will lead to success is by trying and measuring different options to see which resonates most with your audience.

And remember: changes to your landing page elements or overarching strategy shouldn’t be static items you address whenever you get the time. It’s important to stay committed to frequent assessments of the success of your entire funnel, including landing page elements. By including concise copy, highly usable forms, social proof, and multimedia, you’ll be well on your way to constructing a successful funnel that drives your desired business results.

Looking for a hand with these four items or any other parts of building a landing page? Our team of specialists can help. We have many years of history assisting clients in different industries with their landing page needs. Whether you want a partner who can work with you to build a plan from the ground up or you’d simply like another set of eyes on the various components of your landing page, FunnelEnvy is ready to assist. Click here to fill out a short quiz to learn more about how we can help.

By |2023-04-05T19:53:14-07:00April 17th, 2023|Landing Pages|0 Comments

4 Simple Lead Form Optimization Tips

If your marketing campaigns were a military, lead forms would be the infantry. They are on the ground in the fight for more leads and conversions. Lead forms are the “tip of the spear” for a conversion campaign. If your forms aren’t in good shape, you’ll struggle to meet your marketing goals, putting a damper on revenue and constricting company growth. 

Some optimization steps are relatively easy to implement if you want to get your forms in better shape. Starting with this low-hanging fruit is a great way to refresh a campaign that was once successful but has stopped performing to its previous level or as a foundation for reviewing a new campaign before it’s finalized for launch.

Here are four easy strategies to improve your lead forms to increase conversions:

Minimize Friction

When you think about friction, you might imagine tires on a rough road or a marble sliding down a chute. In physics, friction is the resistance a surface encounters when moving over another surface. In a lead form, “friction” is anything that stops a user from filling out your form.

How do you minimize friction? Here are a few suggestions from HubSpot, with additional insights about each point:

  • Remove extra navigation on the page with your form. Having a standard navigation menu makes it too easy for someone to get distracted while they are trying to fill out your lead form. Even if they don’t, why give them the temptation? Most conversion forms have either no navigation menu options or a single link or button that takes users back to the home page or previous form.
     
  • Use precise language in your form. It’s a shame to put in all the work required to attract a lead to your website, only for that person to leave your page without converting because you used confusing language that they don’t understand. Make sure all parts of your writing are clear and concise, from the body copy on your website to the form fields themselves. When in doubt, it’s always best to use fewer short words than a longer, more complicated one. You can use an online tool like Hemingway to grade your page’s written content and ensure it’s understandable for the people visiting the site.
  • Make forms shorter whenever possible. There shouldn’t be a single unnecessary field that prospects need to fill out to complete your form, especially if they complete it to download a resource or schedule an appointment with someone on your team. 

There are many other great resources for conversion rate optimization online – check out sites like Shopify and CrazyEgg for more details about optimizing your forms and other conversion elements.

Use Multi-Step Forms

“Wait,” you might be thinking, “I thought I was supposed to keep my forms as short as possible! Doesn’t using multiple steps in a form contradict this idea?” It may seem that way at first glance. However, if you spend enough time marketing online, you’ll understand that some forms must be completed fully – there’s no way of getting around it. A common example in the ecommerce world is a customer information form that includes payment and shipping information. Another example might be setting an appointment to meet with someone on your team. You wouldn’t want the location or timing of the appointment lost because of an error or oversight on your form.

If you spend enough time marketing online, you’ll understand that some forms must be completed fully Click To Tweet

If you must present page visitors with a lengthy form, the best thing to do is break it up into multiple parts so that it doesn’t feel like a massive trudge to get through. Continuing with the example of an ecommerce transaction, you’ll typically see these form pages broken up by the various phases of the transaction: purchase info, shipping info, customer name, address, etc. This split makes it much more bearable to get through instead of having all of these forms presented simultaneously.   

Include Social Proof

As you know, people are social animals. We are conditioned to do things others do so we remain members of our tribe. Millions of years ago, expulsion from your tribe due to non-conforming beliefs or actions meant you had to try to survive on your own in the wilderness. Though most of us no longer live in tribes, people still have a natural tendency to trust and value the actions of others.

That’s why social proof is so valuable in modern marketing. Buyers in the B2B space tend to be less swayed by social proof than consumers, but even the most rational, logic-driven purchasers can still be persuaded to purchase if they know others have done the same. It’s particularly beneficial to get testimonials or social proof from people who are respected figures in a field. Placing social proof on your forms is a great technique for quelling those last-minute uncertainties about finishing.   

Consider Form Alternatives

At FunnelEnvy, we appreciate the classic elements of marketing that have worked consistently over the years. But we’re also big believers in looking forward and embracing cutting-edge technology. We suggest considering whether or not you even need to have a form to generate conversions at a sufficient rate. There are a few different options for replacing a form, but the most popular one comes to us thanks to AI and predictive language technology: chatbots.

Chatbots have grown increasingly common over the last decade – you’ve probably seen or interacted with one recently. The premise is that instead of filling out a standardized form, users can get customized assistance for their specific questions or challenges. Although this option isn’t feasible for everyone, some companies might even supplement an automated chatbot with a live customer service agent. But with interactivity and personalization looking like critical pillars of the next generation of marketing, it’s worth considering an automated chat program to replace a form. 

According to Forrester, over 40% of American adults believe it’s important for retail companies to offer live chat. And while that statistic may be mostly regarding B2C purchases, the way someone likes to make a purchase in their personal life probably translates to how they prefer to make purchases professionally.

Besides a chatbot, other options for replacing a form might include an interactive calendar or another widget that allows a user to schedule an appointment or call. In many cases, these options are simply a more advanced version of a form – but they’re still worth considering to improve your conversion rate.

Final Thoughts on Form Optimization

You don’t always have to reinvent the wheel to improve your marketing performance. By making the simple adjustments above, you can get more page visitors to fill out your forms and move to the next stage of your funnel, which ultimately drives revenue and growth for the entire business.

If you’d like some input on optimizing your lead forms or any other part of your conversion funnel, fill out this quick questionnaire to learn more about how we might be able to help.

By |2022-04-20T12:40:33-07:00May 2nd, 2022|Conversion Rate Optimization|0 Comments

Know Your Numbers: The Top Metrics for B2B Inbound Marketing

Numbers are key in any kind of marketing. While some people may want to operate their campaigns using a preferred method or channel, only actual data can show whether or not decisions are successful. 

Unfortunately, there’s a lot of confusion among marketers today about what numbers are the most important to track. The huge expansion of the marketing technology sphere over the last decade has led to the creation of all kinds of statistics that may or may not be relevant to your business.

A handful of metrics should matter most for B2B marketers, though. The data you generate from tracking the below numbers will provide the most insight into your marketing efforts and how well they’re performing.

Qualified Leads

A qualified lead is someone vetted as a valid potential customer. Generally speaking, there are two levels of leads generated by marketing activity:

  • Marketing qualified leads (MQLs) are prospective customers who have shown some interest in your online marketing. Here, the most common examples include someone signing up for your email newsletter or filling out a form to download a longer lead magnet such as an eBook or white paper.
  • Sales qualified leads (SQLs) are the next step beyond an MQL. An SQL is vetted by someone on either the marketing or sales team as a legitimate prospect that is able to purchase what your company is offering. For example, a lead who has exchanged a few emails with someone at your company might be qualified to move from an MQL to an SQL.

To qualify leads, you can refer back to the classic BANT framework: Budget, Authority, Need, and Timeline. If you’re using the BANT formula to qualify a lead, make sure you apply it to the specific person with whom you’re dealing. Just because the company you’re talking to has a need for your offering and can afford it doesn’t mean your contact has the authority to seal the deal.

If you’re using the BANT formula to qualify a lead, make sure you apply it to the specific person with whom you’re dealing. Click To Tweet

Pipeline Size

The size of your pipeline is defined as the number of active deals you have going on at any given time, in any stage of the sales process – from the newest leads to that one major deal your team has been working on for weeks. Your pipeline size is a dollar amount that adds up the total value of all the potential business you might be able to win in the short and mid-term future. Don’t forget to include existing clients that make repeat purchases every month or quarter – though it’s important not to rely too heavily on this type of business.

Knowing your pipeline size can help for a few reasons. First, it enables you to understand whether or not you’re doing enough marketing. A too-small pipeline could indicate that the marketing you’re creating isn’t compelling enough to generate interest in your product or service. How big should your pipeline be? You will hear anecdotal advice and rules of thumb ranging anywhere from 1.5 to 5 times your sales targets. The truth is that your pipeline goals will vary dramatically depending on what you’re selling. It’s impossible to create a one-size-fits-all ratio – instead, you should experiment and see what pipeline size to sales ratio strikes the best balance between growth and overwhelm for your team. 

Another helpful pipeline-related metric to track is your pipeline velocity. To calculate your pipeline velocity, multiply your number of deals by average deal size by win percentage, then divide the resulting number by the number of days in your sales cycle.

Metrics for marketing

Source: HubSpot

Your sales pipeline velocity tells you how many deals you are closing and how much revenue is moving through the pipeline each day. A higher velocity is obviously better. If your velocity isn’t where you want it, consider the factors slowing down deals from closing.

Meetings Set

Meetings are an essential part of sales metrics because they represent a significant transition point in the customer journey. To use an analogy from the dating world: it’s like going from having someone’s phone number and exchanging a few texts or phone calls to meeting up with them in real life. Things may or may not work out, but taking that step represents a level of commitment that doesn’t happen with everyone.

Meetings help you understand how often your people are getting in front of qualified customers. Tracking your meetings to leads ratio can help you identify the quality of your leads. If you’re getting lots of engagement with your marketing materials but aren’t setting that many meetings, it could be an issue with the kind of people you’re attracting. On the other hand, if you’re scheduling several meetings, but they aren’t resulting in closed business, it may be a good time to revisit some of your sales processes or refresh your team on best practices.

Customer Acquisition Cost

Customer acquisition cost (or CAC) is a relatively simple metric, but it can reveal a lot about your sales and marketing processes. To calculate your CAC, simply divide the total amount of money spent on all marketing activities by the number of clients generated. For a simple example, if your annual marketing budget is $100,000 and you were able to bring in 200 new customers from that marketing, your CAC is $500. 

Once you’ve determined your CAC, an easy way to evaluate the efficiency of your marketing is to compare it to your average customer lifetime value (LTV). Without knowing your LTV, it’s challenging to understand whether or not your CAC is where you want it. Continuing the example above: if an average customer will spend $1,250 with the company, a $500 CAC is excellent. That means you’re getting back roughly $2.50 in revenue for every $1 spent acquiring a customer.

On the other hand, say your LTV is only $250. Then, you have a problem because you’re spending $1 to bring $0.50 worth of business. Again, this is a straightforward example with round numbers for easy calculation. Still, these numbers will help you understand how to apply your CAC within the broader context of your marketing operations.    

Conclusion: Only Trust the [Right] Numbers

One thing we aren’t lacking in digital marketing is beliefs on how things should be done. It’s easy to sit around and theorize or talk about what we think might work for B2B marketing.

But the reality is that metrics are the only way to know which ideas are genuinely effective and which are just nice theories to talk about in meetings. Every company will have a slightly different perspective on where their numbers should be and what they should be looking for as they review marketing data. When it comes to metrics, remember to pick the right numbers to track and follow them consistently to gain a comprehensive picture of your marketing and its effectiveness.

Do you need some help filtering through all the marketing data you have to identify what matters? Or maybe you aren’t even sure where to start collecting data and want guidance from a specialist. Fill out this short quiz to learn more about how the conversion rate optimization experts at FunnelEnvy may be able to help.

By |2022-04-05T04:19:03-07:00April 18th, 2022|Analytics|0 Comments

The Reason Your B2B Website is No Longer Effective

The 1907 Quakers from the University of Pennsylvania were the juggernauts of college football. Heading into a home field matchup with the Carlisle Indians they had not only won, but dominated their previous seven games by a combined score of 189-10.

Their October home game on Franklin field against Carlisle wasn’t expected to be much different. Although the Indians were also undefeated, they were a group of unheralded, undersized players that the 22,800 fans in attendance didn’t give much of a chance against their mighty Quakers.

So what happened? Carlisle demolished Penn 26-6. The most notable play of the game was fullback Pete Hauer’s 40 yard perfect spiral pass that sports historians would later call one of the “three or four signal moments in the evolution of football” and “the sporting equivalent of the Wright brothers taking off at Kitty Hawk.”

These historians attribute Carlisle’s stunning upset that Saturday to Carlisle coach Pop Warner’s exploitation of a rule change that was adopted a couple of years earlier. In order to curb the surging violence in football schools adopted a number of rules changes, most notably legalizing the forward pass.

Warner decisively capitalized on this rule change, confusing the Quakers with long passes and new formations. Penn was playing by the old rules, and caught completely unprepared for the new era of football that they had the misfortune of writing into history that day.

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By |2018-10-20T21:47:07-07:00March 7th, 2018|The Funnel, Strategy, SaaS, B2B, Uncategorized|0 Comments

Credible Websites: 10 Factors Backed by Science

Your website loads fast, looks great, and is packed full of content …

But is it credible?

A lot of businesses overlook this question. They trust the quality of their products and services will shine through. Or they’re more concerned with generating more traffic than delivering a quality user experience.

Credibility can seem like a tricky concept to tackle.

What makes one website credible and another… not so credible? You know it when you see it, but can you quantify credibility? How are you supposed to make sure your website is credible if you aren’t sure which factors affect it in the first place?

Some compelling university research can help clear up the confusion. Keep reading to see how.

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By |2015-11-09T16:02:22-08:00November 12th, 2015|Strategy|0 Comments

What Pixar Studios Can Teach Us about Storytelling and Conversions

Chris Haddad started out like most information marketers: struggling.

He created a product in the dating niche designed to show women how to find the man of their dreams. But when he put a sales page together and launched it on ClickBank, it only converted at around 2%.

So Haddad tweaked his sales copy. He revamped the page by telling a personal story of all the techniques his girlfriend used to get his interest and keep it.

And the result? His conversions went up to 8%, and his product went on to become one of the best sellers on ClickBank.

Storytelling is one of the most powerful techniques to engage users and turn them into customers. A lot of businesses aren’t taking advantage of it.

But you can.

Keep reading to see what some of the best storytellers around, Pixar Studios, can teach you about telling stories and increasing your conversions…

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By |2014-07-11T00:07:01-07:00July 11th, 2014|The Funnel|0 Comments

How to Collect The Data You Need to Develop a Winning Conversion Optimization Strategy

We all want better results.

Who couldn’t use more visitors turning into leads, and more leads turning into paying customers?

You have the power to create those results for your business. But in the words of Peter Drucker, “you can’t manage what you can’t measure.”

That’s why conversion-rate monitoring and optimization are vital. Turning to data to understand what’s working well and what could be improved puts you in the best position for sustained success.

Conversion Rate Optimization is an investment. Getting the best possible ROI on that investment requires finding and gathering the right kind of data. The higher the quality of the data you collect, the better insights you’ll gain from testing and evaluating the results.

Collecting high-quality data isn’t as difficult as you might think. Keep reading to see how to do it.

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By |2014-06-08T23:44:27-07:00June 9th, 2014|Strategy|2 Comments

The Trouble with Attribution Models: Multi-device Realities and Conversion

One of the hottest topics in our industry and at a recent panel at SMX West is the reality of multi-device or multi-channel attribution and its impact on conversion optimization. If a user enters your funnel on one device and then picks up the process on another device, what does that do to your CRO efforts? It raises questions around managing the customer experiences, determining when and where cross-platform optimization is appropriate, and what if any impact this evolving reality has on our ability to measure and maximize conversions. Here’s a closer look at multi-device attribution and some preliminary thoughts on how you can work with this in your own efforts to increase conversions in your business.

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By |2014-04-29T19:48:25-07:00April 30th, 2014|Analytics|0 Comments

Optimization and Testing Takeaways from OptiCon 2014

Last week leading A/B testing company Optimizely held their first conference in San Francisco, OptiCon 2014. In addition to several exciting announcements from the company, OptiCon brought together leading Conversion Rate Optimization and digital marketing professionals to share their experiences and learn from one other. As tools like Optimizely make the tactics of testing easier and more accessible, the challenge shifts to the process and organizational challenges that need to be overcome to build successful optimization programs. These seemed to be the dominant themes from the sessions that I attended, which I’ve summarized along with some key takeaways here.

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By |2014-04-24T15:15:32-07:00April 25th, 2014|Conversion Rate Optimization|0 Comments
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