conversion Archives - Page 2 of 4

Mapping Your Funnel: How to Find the Microconversions that Matter

If you ask the majority of firms doing online marketing what their most important conversion goals are, most will tell you that it’s to make a sale. A few firms that are tuned into the broader marketing discussion might tell you that they’re focused on building their email lists or customer contact database. But far fewer will tell you that they are focused on reducing friction along the buying funnel.

Yet for most businesses, it’s understanding the universe of small conversions that lead up to the sale – and eliminating obstacles along the way – that ultimately yields the best results. Here’s a closer look at microconversions and how they affect your firm’s performance.

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By Arun Sivashankaran|2014-06-27T09:34:55-07:00June 30th, 2014|The Funnel|2 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 Arun Sivashankaran|2014-06-08T23:44:27-07:00June 9th, 2014|Strategy|2 Comments

How to Use Data About B2B Buyer Behavior to Improve Conversions

Unless you’re selling low-ticket items that cater to impulse buyers, most of your visitors won’t buy from you immediately after visiting your website.

Smart marketers create sales funnels to turn visitors into leads and nurture those leads into buyers. They encourage visitors to join email lists, request price quotes, or schedule product demos. Those initial steps are essential to identify leads and separate them from the rest of your visitors.

But you can’t stop there…

All of the leads in the world aren’t worth a dime unless you can turn a good percentage of them into buyers.

What’s the best way to do this? Most B2B businesses understand the importance of this, but many struggle with execution. But you use data-driven insights to develop your own lead outreach “best practices” and convert more customers.

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By Corey Pemberton|2014-05-27T21:30:22-07:00May 28th, 2014|The Funnel|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 Arun Sivashankaran|2014-04-29T19:48:25-07:00April 30th, 2014|Analytics|0 Comments

The Top 20 A/B Testing Case Studies that Every Marketer Should Read

There are numerous ways in which testing, especially A/B testing or the more complex multivariate approach, can be used to help your business. From improving your copy to streamlining your design for the best possible user experience to removing friction from your checkout process, conversion rate optimization can help you improve the bottom line and reach your business growth and revenue goals.

One of the most common requests that I get is for case studies. Entrepreneurs and business owners are looking for examples of “how it’s been done.” These inside looks at testing can be helpful at every step of the process, from identifying what needs to be tested to creating hypotheses, from designing your tests to implementing the results in your business. Below is a selection of case studies from around the web that I’ve curated to help my readers and clients understand some specific aspects of the A/B testing process. What follows is a list of the tests, along with a quick description and what I think you can learn from them.

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By Arun Sivashankaran|2014-04-22T08:47:57-07:00April 21st, 2014|Testing|4 Comments

5 Suggestions for an About Page that Converts

One of the most important areas for your prospective customers is the About Page. By optimizing this space on your website, you can generate engagement and establish a relationship with potential customers. You’re giving visitors a taste of your skills and credentials while telling potential customers what you can do for them.

As easy as it sounds, there is a right and wrong way to go about optimizing an About Page to increase sales and build customer support. This page can be one of the most important driving forces in building a reputation and converting your visitors into customers.

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By Arun Sivashankaran|2014-04-22T11:08:31-07:00April 16th, 2014|The Funnel|0 Comments

5 Practical Typography Tips for More Engagement and Conversions

A business philosophy that embraces incremental improvements and continuous testing pays off for months and years down the line.

The conversion rate optimization process is essential to making the most of limited resources and creating a long-term edge over your competitors. Yet those subtle improvements won’t have the effect you want if people don’t stick around to read your content.

Paying a little attention to how you present your content buys you invaluable time and attention to engage visitors and encourage them to become buyers.

Keep reading to discover practical ways how to do it using typography.

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By Arun Sivashankaran|2014-04-21T14:48:25-07:00April 1st, 2014|Conversion Rate Optimization|4 Comments

How To Improve Conversions Throughout the E-Commerce Checkout Funnel

We often talk about conversion in relation to the entire buyer’s journey, from locating a brand through to the sale and back-end relationship building. But for small e-commerce sites, there’s one particular portion of the funnel that needs to be optimized. When a customer selects a product and enters your checkout queue, it’s critical to make it as fast and easy as possible for customers to give you their money.

Purchase abandonment is a common hemorrhage point for e-commerce sites and it’s important to identify the causes and plug these gaps. By using basic user experience (UX) analysis, as well as data from analytics, it’s possible to find points of friction in the checkout funnel. You can then create hypotheses about why these occur and test to improve your general approach to the shopping cart and checkout funnel. If you’re a small e-commerce firm that’s working through conversion issues in your checkout area, here’s a checklist that you can use to evaluate your performance.

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By Arun Sivashankaran|2014-04-21T14:49:27-07:00March 28th, 2014|Conversion Rate Optimization|4 Comments

The Definitive Guide to Improving Conversion Rates with Trust Signals

TV pitchman Kevin Trudeau recently made headlines with a ten year jail sentence in connection with his “Cures They Don’t Want You to Know About” series of books and infomercials. The case study highlights persuasive techniques used for ill gain, and it’s certainly a cautionary tale on ethics in online marketing and information products. But when I was following the case, it brought to mind another consideration: trust signals are more important than ever, not only to win you customers but to set you apart from from fly-by-night companies in your space. This reality is particularly germane to online businesses.

Against the backdrop of the ever increasing noise of advertising in every sphere of our lives, legitimate businesses must work hard to earn the trust of prospects and customers. It’s not a one step process, but something that is created through an initial connection and builds strategically over time by meeting expectations and over delivering at every point in the customer life cycle. It’s also about constructing a user experience that leverages trust signals – the right trust signals – to help overcome objections and friction points at the moment they develop in the funnel.

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By Arun Sivashankaran|2014-04-21T14:49:46-07:00March 25th, 2014|Conversion Rate Optimization|2 Comments

How to Generate Value from Digital Marketing [Infographic]

Every online business is investing in some way in digital marketing and a look into the Google Trends data suggests that more marketers and organizations are trying to figure out the best ways to realize a return on that investment. In this infographic we’ve pulled together some relevant activities, statistics and trends about Customer Acquisition and Customer Optimization, two sets of activities that marketers need to balance to generate value.

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By Arun Sivashankaran|2014-04-21T14:50:34-07:00March 20th, 2014|Digital Marketing|2 Comments

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