Category Archives: Conversion Rate Optimization

Infographic: How to Get Customers Without Spending Any Money

low-cost-business-performance

This is a dangerous topic. Of course, we all want to get customers without spending a dime. But there’s an old saying that comes to mind: Be careful not to be penny wise and pound foolish. So, there are two important points here: Always work on figuring out ways to increase your KPI (key performance indicator) performance that also increases your overall ROI. Factor in the costs of time AND energy when operating low-cost activities. You may have found a cheaper way to do things, but is it too time-intensive? Does it become too laborious and start to eat away…

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Infographic: How to Get Customers Without Spending Any Money

Why a Killer UX Doesn’t Always Translate into Conversions

killer ux does not translate into conversions

One person’s killer UX is another’s UX killer. Why not copy the killer user experience of a famous site in your industry? The short answer? You’re not them. The longer answer is that unless you’re copying a fully optimized site with all the same variables, targets, and exact same audience, you’re likely setting yourself up for failure. Take Target for example. Following the success of Amazon’s review software, Target purchased it and sought to implement it on their own site. Even after copying the software and interface, the engagement with their reviews suffered. In fact, in the first month after…

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Why a Killer UX Doesn’t Always Translate into Conversions

How to Optimize the Post-Purchase Experience for Higher Conversions & More Profit

post-purchase

Give yourself a pat on the back. It’s time to celebrate, right? After all your hard work you’ve finally got the sale or sign up you’ve been searching for. You’ve used your audience data to optimize your landing page design, finesse your language, and ensure everything on the page is as perfectly personalized as possible. So here’s to a job well done. But, and I’m gonna rain on your parade here. Your job is far from over. Sure, you’ve managed to get the sale, but that’s not the end of your job. It’s the end of the purchase journey, and…

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How to Optimize the Post-Purchase Experience for Higher Conversions & More Profit

The Realities Of User Experience Design Within The Luxury Industry

For luxury companies and upscale lifestyle service providers, excellence in experience is an essential component of the value delivered. Conceptually different from the mass market, the luxury domain relies not only on offering the highest differentiated products and services, but on delivering experiential value.

The Realities Of UX Design In The Luxury Industry

Adopting technology and embracing a digital presence through platforms and initiatives, the luxury industry today is tackling the challenge of designing an unparalleled user experience (UX) online. In this article, we’ll present a case study and share observations on the peculiarities of the UX design of a luxury lifestyle service platform and its mobile apps.

The post The Realities Of User Experience Design Within The Luxury Industry appeared first on Smashing Magazine.

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The Realities Of User Experience Design Within The Luxury Industry

Data-Driven Optimization: How The Moneyball Method Can Deliver Increased Revenues

Whether your current ROI is something to brag about or something to worry about, the secret to making it shine lies in a 2011 award-winning movie starring Brad Pitt.

Do you remember the plot?

The manager of the downtrodden Oakland A’s meets a baseball-loving Yale economics graduate who maintains certain theories about how to assemble a winning team.

His unorthodox methods run contrary to scouting recommendations and are generated by computer analysis models.

Despite the ridicule from scoffers and naysayers, the geek proves his point. His data-driven successes may even have been the secret sauce, fueling Boston’s World Series title in 2004 (true story, and the movie is Moneyball).

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What’s my point?

Being data-driven seemed a geeks’ only game, or a far reach to many, just a few years ago. Today, it’s time to get on the data-driven bandwagon…or get crushed by it.

Let’s briefly look at the situation and the cure.

Being Data-Driven: The Situation

Brand awareness, test-drive, churn, customer satisfaction, and take rate—these are essential nonfinancial metrics, says Mark Jeffery, adjunct professor at the Kellogg School of Management.

Throw in a few more—payback, internal rate of return, transaction conversion rate, and bounce rate—and you’re well on your way to mastering Jeffery’s 15 metric essentials.

Why should you care?

Because Mark echoes the assessment of his peers from other top schools of management:

Organizations that embrace marketing metrics and create a data-driven marketing culture have a competitive advantage that results in significantly better financial performance than that of their competitors. – Mark Jeffery.

You don’t believe in taking marketing and business growth advice from a guy who earned a Ph.D. in theoretical physics? Search “data-driven stats” for a look at the research. Data-centric methods are leading the pack.

Being Data-Driven: The Problem

If learning to leverage data can help the Red Sox win the World Series, why are most companies still struggling to get on board, more than a decade later?

There’s one little glitch in the movement. We’ve quickly moved from “available data” to “abundant data” to “BIG data.”

CMO’s are swamped with information and are struggling to make sense of it all. It’s a matter of getting lost in the immensity of the forest and forgetting about the trees.

We want the fruits of a data-driven culture. We just aren’t sure where or how to pick them.

Data-Driven Marketing: The Cure

I’ve discovered that the answer to big data overload is hidden right in the problem, right there at the source.

Data is produced by scientific means. That’s why academics like Mark are the best interpreters of that data. They’re schooled in the scientific method.

That means I must either hire a data scientist or learn to approach the analytical part of business with the demeanor of a math major.

Turns out that it’s not that difficult to get started. This brings us to the most important aspect, that is, the scientific approach to growth.

Scientific Method of Growth

You’re probably already familiar with the components of the scientific method. Here’s one way of describing it:

  1. Identify and observe a problem, then state it as a question.
  2. Research the topic and then develop a hypothesis that would answer the question.
  3. Create and run an experiment to test the hypothesis.
  4. Go over the findings to establish conclusions.
  5. Continue asking and continue testing.

    Scientific Method of Growth and Optimization

By focusing on one part of the puzzle a time, neither the task nor the data will seem overwhelming. As you are designing the experiment, you can control it.

Here’s an example of how to apply the scientific method to data-driven growth/optimization, as online enterprises would know it.

  1. Question: Say you have a product on your e-commerce site that’s not selling as well as you want. The category manager advises lowering the price. Is that a good idea?
  2. Hypothesis: Research tells you that similar products are selling at an average price that is about the same as yours. You hypothesize that lowering your price will increase sales.
  3. Test: You devise an A/B test that will offer the item at a lower price to half of your e-commerce visitors and at the same price to the other half. You run the test for one week.
  4. Conclusions: Results show that lowering the price did not significantly increase sales.
  5. Action: You create another hypothesis to explain the disappointing sales and test this hypothesis for accuracy.

A/B Testing

You may think that the above example is an oversimplification, but we’ve seen our clients at The Good make impressive gains by arriving at data-driven decisions based on experiments even less complicated.

And the scientific methodology applies to companies both large and small, too. We’ve used the same approach with everyone from Xerox to Adobe.

Big data certainly is big, but it doesn’t have to be scary. Step-by-step analysis on fundamental questions followed by a data-driven optimization plan is enough to get you large gains.

The scientific approach to growth can be best implemented with a platform that is connected and comprehensive. Such a platform, which shows business performance on its goals, from one stage of the funnel to another, can help save a lot of time, effort, and money.

Conclusion

Businesses need to be data-driven in order to optimize for growth, and to achieve business success. The scientific method can help utilize data in the best possible ways to attain larger gains. Take A/B testing, for example. Smart A/B testing is more than just about testing random ideas. It is about following a scientific, data-driven approach. Follow the Moneyball method of data-driven testing and optimization, and you’ll be on your way to the World Series of increased revenues in no time.

Do you agree that a data-driven approach is a must for making your ROI shine? Share your thoughts and feedback in the comments section below.

CTA_FreeTrial_Being_Data_Driven

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Data-Driven Optimization: How The Moneyball Method Can Deliver Increased Revenues

Unbounce Convertables, Now with Advanced Targeting: Show the Right Offer to the Right Visitor at the Right Time

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Imagine you run one of those old-timey candy shops.

It’s packed wall to wall with chocolate, gummies, bubble gum, licorice and everything in between.

Unfortunately, you spent all your money opening the shop, and haven’t the funds to hire someone to help the customers while you tend the register. So when the shop gets busy, you notice many of your patrons become overwhelmed by the selection, often walking out of the shop empty handed.

Now imagine the candy shop is your website, and the patrons your visitors.

Each visitor to your website is unique — one may know exactly what they want while another requires a little more assistance. Your website, however, is simply not equipped to convert all your visitors, and you don’t have the time or resources to make changes to your website, hire a consultant to run a bunch of A/B tests or run a new campaign to attract more prospects.

What do you do?

Overlays can help

In November 2016, we launched Unbounce Convertables, a new conversion tool to help you capture more conversions on any page of your website, blog or online store.

The first type of Convertables is website overlays triggered by visitor behavior: entrance, exit, timed and on-scroll.

Overlays are modal lightboxes that launch within a webpage and focus attention on a single offer. Still fuzzy on what an overlay is? Click here.

If we’re using the candy shop analogy, overlays are the shop helpers that present your visitors with exactly what they’re looking for (or what they didn’t know they were looking for!). And the best part is they’re a fast, reliable and affordable way to add conversion opportunities to any web page, meaning you can launch them effortlessly while looking like a conversion hero.

Overlays work because, when implemented properly, they leverage psychological principles to focus the visitor’s attention on a single offer.

However, just like the rest of your marketing campaigns — be it PPC or email — the better targeted the overlay, the better results you’ll get.

Which is why we’re pleased to announce our new advanced targeting and trigger options.

Here’s what’s new:

These new features, combined with Unbounce’s core offerings — our trusted drag and drop builder, high-converting templates and marketing automation integrations — mean that you can build on-brand overlays quickly and…

Present the right offer to the right visitor at the right time

Has this ever happened to you? You’re killing time surfing the interweb when boom! — you’re presented with the most perfect-for-you offer that you wonder if your fairy godmother really does exist.

There are two possible explanations for this phenomenon: she does (lucky duck) or the offer was so perfectly targeted that it only feels like magic.

The latter is at the crux of Unbounce Convertables’ new advanced targeting: target the right person at the right time with the right offer.

Not only does this approach ensure your prospects see only the most relevant, timely and valuable offers, it ensures that you generate the best quality leads, signups and sales.

Let’s dig in.

Location targeting

Thanks to the internet, we can find what we’re looking for regardless of where we live.

For marketers, this is both a blessing and a curse — a blessing because you can cast a much wider net, and a curse because of differences in language, currency, laws, competitive landscape and preferences.

By pairing your overlay with location targeting, you can guarantee only visitors arriving from a specific country will see it. Here’s how it might look in the real world:

  • Offer region-specific ecommerce promos, like free shipping for UK visitors only
  • Abide by local data collection and age requirement laws, like the US’s CAN-SPAM or Canada’s CASL legislation
  • Promote local events to only local visitors
  • Present the same offer in different languages of origin
  • Highlight the most popular product in a country only to visitors from that country
  • And much more

Referrer targeting

Message Match is a principle we consistently preach at Unbounce. It’s about making sure your visitors see the same message from point A to point B of your funnel, which is important because strong message match increases conversions by reassuring visitors they’ve come to the right place.

With referrer targeting, you can show a Convertable to visitors who have arrived from a specified URL, creating that message match and forward momentum through your funnel. Here are just a few of the many ways referrer targeting can be used:

  • Offer organic visitors popular content, like a 101-level ebook, via a lead gen overlay
  • Present visitors navigating from an internal product page an offer to purchase
  • Show visitors who’ve viewed a technology partner page content relevant to them, like, for example, how your tool integrates with the partner tool
  • And, you guessed it, much more

Dynamic Text Replacement

Like referrer targeting, Dynamic Text Replacement (DTR) allows marketers to maintain a consistent message from referral source to overlay.

However, unlike referrer targeting where the visitor’s source triggers the presentation of a unique overlay, DTR lets you customize the actual text of your Convertable using URL parameters.

This means that the visitor sees custom copy, which increases the relevancy of your overlay for each individual user. Here’s what that could look like:

  • Create personalized incentives (e.g., “Hey Judy, how ‘bout free shipping?”)
  • Make relevant offers based on previous account activity (e.g., “You really really really like Carly Rae Jepsen — sign up for our newsletter for more on your favorite artists”)

Forget Cookie Monster, marketers love cookies. But we’re not talking about the ooey gooey chocolate chip kind (though I certainly wouldn’t scoff at one), we’re talking about cookie targeting.

Cookie targeting allows Unbounce users to specify which visitors see (or don’t see) a Convertable based on their browsing history. Here are a few examples of what cookie targeting allows you to do:

  • Hide Convertables from visitors who have already opted in
  • Show only one Convertable per visitor and hide all others (this is key if you’re running multiple Convertables, since you want to avoid bombarding your visitors)
  • Ask returning visitors who have already converted to complete a post-conversion action, like following you on Twitter

But wait, there’s more

You didn’t think that was it, did you?

On top of our advanced targeting and DTR, we’re also releasing a new type of trigger.

On-click trigger

Whereas targeting allows you to specify which visitors see your overlay, triggers determine when they’ll see it. Convertables launched with four triggers (on arrival, on exit, on scroll and after delay) and today we’re rolling out a fifth trigger: on click.

Overlays triggered on click mean you can select any element on your web page to trigger an overlay when the user clicks on it. Use it to build your newsletter subscriber list on your blog or to gather interested contacts for product updates.

Still not sure what we mean? Click here.

The secret to highly effective overlays…

The secret to highly effective overlays is really no secret at all — it’s all about presenting the right offer to the right visitor at the right time.

Using Unbounce Convertables, you can mix and match different targeting and triggers to present the most relevant, timely offers for your visitors.

And you can do it all within Unbounce’s trusted drag and drop builder, loaded with fully customizable overlay templates so you can stay on brand and still launch in mere minutes.

Convertables are available now from Unbounce. Try them for free for 30 days!

Already an Unbounce customer? Log into Unbounce and start using Convertables today at no extra cost.

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Unbounce Convertables, Now with Advanced Targeting: Show the Right Offer to the Right Visitor at the Right Time

Experimenting With speechSynthesis

I’ve been thinking a lot about speech for the last few years. In fact, it’s been a major focus in several of my talks of late, including my well-received Smashing Conference talk “Designing the Conversation.” As such, I’ve been keenly interested in the development of the Web Speech API.

Experimenting With speechSynthesis

If you’re unfamiliar, this API gives you (the developer) the ability to voice-enable your website in two directions: listening to your users via the SpeechRecognition interface and talking back to them via the SpeechSynthesis interface. All of this is done via a JavaScript API, making it easy to test for support. This testability makes it an excellent candidate for progressive enhancement, but more on that in a moment.

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Experimenting With speechSynthesis

Infographic: The Cost of Customer Satisfaction & What it Means for Your Business

customer satisfaction

Lost customers. Lost revenue. EEK! Increased competition. Oh no! It has been said that it costs six times more to recover a lost customer than it cost to acquire them in the first place. With that said, take a look at the infographic below to learn how you can get better at keeping your customers around. This infographic was originally published on Kissmetrics.

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Infographic: The Cost of Customer Satisfaction & What it Means for Your Business

How To Create A Realistic Clock In Sketch

Creating a clock in Sketch might not sound exciting at first, but we’ll discover how easy it is to recreate real-world objects in a very accurate way. You’ll learn how to apply multiple layers of borders and shadows, you’ll take a deeper look at gradients and you will see how objects can be rotated and duplicated in special ways. To help you along the way you can also download the Sketch editable file (139 KB).

How To Create A Realistic Clock In Sketch

This is a rather advanced tutorial, so if you are not that savvy with Sketch yet and need some help, I would recommend to first read “Design a Responsive Music Player in Sketch” (Part OnePart Two) that cover a few key aspects in detail when working with Sketch. You can also have a look at my personal project sketchtips.info where I regularly provide tips and tricks about Sketch.

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How To Create A Realistic Clock In Sketch

The Hard Truth About A/B Testing I Had to Swallow – By Dennis van der Heijden, CEO of Convert.com

Dennis CEO of convert.com

We lied to you. For years, we, as providers of an A/B testing tool, told you it was easy. We made a visual editor and pretty graphs and gave you wins on engagement or a lower bounce rate, but we did not really contribute to your bottom line. My apologies for making it look easy and dragging you into A/B testing when, in fact, it is actually very hard to do right. Flashback: It was July 2012, and on a sunny afternoon at the Blue Dahlia Cafe in Austin, I had lunch with Bryan and Jeffrey Eisenberg, both recognized authorities…

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The Hard Truth About A/B Testing I Had to Swallow – By Dennis van der Heijden, CEO of Convert.com