A metric that makes you feel good without telling you anything about your business. Or as Tim Ferris puts it: ‘Vanity metrics: good for feeling awesome, bad for action.’ Vanity metrics are things you can measure that don’t matter. They’re easily changed or manipulated, and they don’t bear a direct correlation with numbers that speak to business success. People use vanity metrics because they don’t know that these numbers don’t really count, or because vanity metrics can make you feel like you’re getting results – even though they don’t really tell you anything about your business health or growth. What’s…
Content marketing is all the rage right now. And for good reason. It’s the best way to bring in new organic traffic to your site. If you want a piece of the organic, SEO traffic pie, you need to be creating new content on a daily basis. Otherwise, you risk falling behind. There are currently millions of blog posts published daily. Meaning you are competing with potentially thousands of other businesses for the same traffic. But what if you don’t have to, want to, or need to blog? What if your business doesn’t make sense for blogging? It’s becoming a…
It always comes back to copywriting. You can blindly post to social media, or you can take a step back and carefully wordsmith the language of your updates. The right concoction of words can multiply the effect of your social media efforts. Today’s infographic will help you get started in the right direction. Just be sure to track what you’re doing and measure the results. And even though most social media networks track your performance for you (using their native analytics systems), I find it’s always a good exercise to record your performance in a Google spreadsheet. It makes you…
A 1-100 score predicting how well a site will rank in major search engines. Domain Authority is a measure of how well a website is likely to perform in search engine results. It’s a search engine ranking score developed by Moz to give an overview of likely site performance. After Google deprecated and then stopped publishing PageRank, DA became one of the go-to replacements. Where Do I Find Domain Rank? If you’re using Moz toolbar, it’s here: If you’re inside Moz Open Site Explorer, it’s here: How Does Domain Authority Work? DA is a good quick way to tell if…
As a savvy marketer, it’s our sincere hope you never start a campaign without a dedicated landing page for sending your paid traffic to. But — as you know — the job isn’t over once a landing page is created.
Your real opportunity is in understanding how your page performs.
Beyond tracking standard performance measures like conversions and landing page quality (LPQ), you’ve likely wondered about other factors like:
Is my landing page copy clear? Are there too many words? Too few?
Is my page faring well on mobile? Does it load fast enough?
Is this page just designed nicely, or is it also optimized for SEO?
Is this a good conversion rate for this type of page in my industry?
Ultimately you want to know whether you’ve got an especially high converting page, or if there’s anything specific you can improve. But it can be difficult to know what ‘good’ looks like, and you may not always have a second set of eyes to help you critique.
New: Try Unbounce’s Landing Page Analyzer
For years we’ve seen the need for a landing page audit tool or landing page grader of some sort, and so—after many months of development—we’re very pleased to unveil the Unbounce Landing Page Analyzer.
With this grader-style tool, you input your landing page URL (along with a few key details) and The Analyzer instantly delivers a comprehensive, personalized report with custom recommendations you can try today to increase your conversion rates.
Unlike other landing page reviews, The Analyzer is truly a deep dive into your performance.
Not only do you get a summary of how your page compares to others in your industry, but you also see important page performance insights including your landing page’s speed, load time, and page requests that may be slowing things down.
If The Analyzer discovers your images are too large (contributing to slow load time), your custom report will include compressed versions of all your images to replace quickly and get your page loading even faster.
Pictured: you’ll get custom, compressed images as part of your page analysis.
In The Analyzer’s comprehensive report, you’ll see specifics across nine categories, and discover whether your landing page:
Conveys trust and security
Appears properly on social networks and mobile
Is designed in a way that’s especially high converting
Contains too many calls to action
Has an appropriate Flesch reading ease and sentiment for your industry,
and much, much more.
Evaluate your landing page to reveal rea, data-backed insights in minutes.
Wait, aren’t there other landing page graders out there?
Touche! There are other landing page analyzers/graders/calculators available, but we can confidently say Unbounce’s is the most sophisticated and comprehensive you’ll find. Ours is the only landing page analyzer on the market leveraging AI technology, and the endless amount of campaign research done by our customers and our in-house marketing team.
For the past eight years, we’ve been obsessed with the question “what’s a good conversion rate?”, and Unbounce’s internal research team has employed proprietary AI technology to analyze the behavior of over 75 million visitors to 65,000 landing pages with a goal of understanding what makes a customer convert.
We have more data than any other conversion platform to provide insights on what a high-performing landing page looks like, and The Analyzer leverages this insight.
The Analyzer’s data is sourced from Google Page Speed Insights, and our very own proprietary data broken down by industry.
Actionable feedback you can implement today
The best thing about this landing page review? You’ll discover instant improvements that might take you only minutes to fix.
The Wizard of Moz himself, Rand Fishkin ran the following product’s landing page from Moz.com through The Analyzer and had some great things to discover.
How’d this Moz page fare? Here are Rand’s initial thoughts:
“I’m glad to see we passed so many of the technical checks! I was a little nervous. [I] Realized that the page is missing testimonials or social proof. That’s a head-smacking moment.”
Rand may be a bit self-depreciating here, however. Moz’s page scored really well with a 75% overall:
Rand’s overall landing page grade.
Rand’s verdict on trying out The analyzer?
“I’ve never seen a page analysis tool that’s focused on optimization. In my opinion, this can be hugely helpful for folks to quickly check that they’ve nailed the basics of landing page optimization and accessibility. I have no doubt tens of thousands of websites can get better just by applying this tool’s advice.”
What did we learn?
Interested in what The Analyzer could teach us about our in-house landing pages at Unbounce, we ran our recent event landing page for PPC Week through to see what we’d take away:
Pictured: The landing page for PPC week we input into the Landing Page Analyzer.
We learned the page converts very well for our industry (7.7%), and while the page loads pretty quickly (0.7 seconds), at 3.32MB it’s overweight and could be loading even quicker if we reduce it to less than 3MB:
Our PPC Week page’s overall grade. Note our message match and page speed could use some work.
Our PPC Week landing page is running a little slowly.
Fortunately, The Analyzer also provided us with some compressed images that will help us load up to 9% faster:
We also saw that our page title, meta description and H1 tags were helping our SEO visibility (which was important for this particular page).
All of these quick-to-change factors can improve this PPC Week page for us, but we’re most excited to see what you’ll discover about your own landing pages. Bonus, you don’t need an Unbounce-built page to try The Analyzer, either. Give it a try today and let us know what you think!
Our traffic bounces all over the place. We have social. We have email. We have paid ads. There’s more sites, platforms, and networks than we could possibly hope to run our campaigns on. How do we keep track of it all? How do we know what’s working and what’s not? We use UTM codes. What’s a UTM? UTM stands for Urchin tracking parameters. They’re little pieces of data that we add to our URLs in order to see where different traffic comes from. They were introduced way back with an analytics tool called Urchin, the tool that was bought by…
The landing page is probably one of the most important pages on your website. A slight change in your conversion rate could mean a world of difference between dying from panic or sipping a mojito at the beach. Yet… designing a high-converting landing page is tough. There are so many elements to get right: the copy, the design, the images, the structure, and so on. It’s overwhelmingly tough. The good news is — you don’t have to design landing pages from scratch. You can actually model other people’s landing pages. Find out what they did right, analyze what they can…
Read the following observations related to website data:
Your website is turning your visitors away, and you don’t know why.
You are experiencing low visitor engagement on your website.
High bounce rate and low conversion rate are your major concerns.
If you are facing any or all of the above challenges, you know that your conversion rate is lower than expected. This post can help you address these challenges and find a solution to overcome these.
You may not know which design or copy elements you need to change in order to increase the conversion rate. And this is where Conversion Rate Optimization (CRO) steps in.
More Google searches for “conversion rate optimization” are being made than ever before. – Google
Conversion Rate Optimization is a long-term process that helps you analyze what’s wrong, understand how you can fix it, and optimize your website to boost its conversion rate.
Companies whose conversion rates improved last year are conducting 50% more A/B tests and 47% are using more methods to improve conversion. Econsultancy
Problem with CRO Implementation
CRO, being a budding industry that’s booming rapidly, which in turn implies a scarcity of quality resources and a number of challenges. And that’s where maximum damage takes place.
In addition to the challenge of “lack of resources”, CRO is still pictured as an “optional” or “additional” marketing effort, but not a “necessary” one. Some marketers still believe that some quick fixes can do the magic. In such cases, the conversion rate can mostly be dissatisfactory.
Let’s have a quick look at the major problems with CRO:
Lack of technical knowledge
Limited industry experience
Lack of resources and a defined process
No quality assurance
Lack of Technical Knowledge
About 58% of CRO professionals have been in the field for 2 years or fewer. (Source)
A basic understanding of Statistics, UX, Design, Development, or Analytics doesn’t suffice to become a CRO expert. You need to be good at all of these (and much more) to run a successful CRO program.
Also, there are many who still confuse A/B testing with the entire conversion process and are unaware of what all they can do in terms of optimization. In such cases, it becomes hard to measure success, especially if they don’t know what metrics matter.
Limited Industry Experience
As CRO is a rapidly evolving industry, staying updated with industry is a constant challenge for many. Limited industry knowledge sometimes also accounts for making wrong choices while choosing a CRO platform and prioritizing A/B testing hypotheses that might not be beneficial.
Lack of Resources and a Defined Process
According to a survey by ConversionXL, 41% had no one in particular who was accountable for optimization efforts. The survey also showed that around 30% of companies had a dedicated employee assigned to the task.
In most of the cases, there is no one analyzing the data carefully, giving a well-researched suggestion, running tests, and boosting the conversion rate. Besides this, the lack of a defined process is a constant problem.
Another constraint is the budget allocation for CRO. As CRO is seen as something “optional,” a small budget is allocated for this process.
Lack of resources leads to no or minimal understanding for the users, leading to lesser scope for experimentation. This leaves businesses in a tough spot where they lack in terms of coming up with new test ideas.
No Quality Assurance
While there is no quality check being done – no cross-device testing, no cross-browser testing etc, a huge number of errors is quite a common scenario. Also, there are no set primary and secondary KPI’s to validate the results.
As a Result
Unexplored CRO capabilities
Limited understanding of visitors and customers
Low conversion rates
Drop in ROI
What you had imagined and what you experience could have no similarities at all.
Having a predefined CRO process and a dedicated CRO team or the person accountable for CRO is what it’ll take.
It is known that not many organizations have the resource/bandwidth to have a CRO process, but that should NOT stop you from testing/experimenting. The growing need for a dedicated CRO team has led many agencies and CRO platforms to move to a solution-based approach. Their dedicated CRO team provides constant support, right from the research to the post-campaign analysis. And that’s exactly what the VWO’s service team does.
If you don’t have an in-house team to support you for the entire CRO process, our dedicated services team is there to help you.
What can you expect?
“Working with VWO Professional Services was a very smooth process. After we provided the test hypothesis and desired setup, they had the test ready to run in just one day.
We found their technical expertise especially valuable – this enabled us to expedite the setup process and saved us many hours that would have been spent trying to resolve technical challenges.
Additionally, the quick response time and reliable customer service provided is commendable. We are glad to have VWO as a partner, thank you VWO!”
Our Services team takes charge of ideation, planning, testing, and analysis.
Creating the test was so easy with the help and support of VWO. We supplied them with the test hypothesis, wireframe, and design layout and they coded it up within one day. The design needed only minor alterations from the layout supplied and these were done within the hour. They also put the variation through QA testing. Their support didn’t stop there, once we set up the test they then went into it to review it and also made additional tracking recommendations. It’s great having a partner like VWO onboard, who pricing is fair and their customer service is excellent. Well done VWO and thank you
VWO Services is as good as having a dedicated internal team. These guys are quick, efficient and don’t stop until the job is done.
– Jason Tippins
E-Commerce Analytics Manager | BBC Store
While the CRO market is expected to reach $45.2bn by 2022, you wouldn’t want to stay behind. In any company, for the CRO process to be successful and less challenging, it is important to keep experimenting and believing that these experiments will work.
With multiple plans available to fit your business goals, connect with us over a call or drop an email at firstname.lastname@example.org
“The ball is round, the game lasts ninety minutes, and everything else is just theory.”
— Sepp Herberger
In Portuguese, football is known as o Jogo bonito, which translates to The Beautiful Game. At VWO, we believe that like football, conversion rate optimization, or CRO, can be done beautifully.
When a person is introduced to a complex topic such as CRO, there is a lot of information to be processed, which can get quite overwhelming. However, according to Harvard Business School professors Jan W. Rivkin and Giovanni Gavetti, if a concept is learned with the help of an analogy, the process can be eased.
This post aims to highlight the similarities between Football and Conversion Rate Optimization. For those who want to learn about CRO from a technical perspective, please refer to The Beginner’s Guide to CRO.
Why Are Goals Important?
Goals win you matches—it’s as simple as that. Score more number of goals than your opponent, and the match is yours. It’s not just about the goals that are scored during a football match, but also about the goals or objectives that are set up for the season.
N’golo Kante, a midfielder from the English football club Chelsea, had this to say during a press interview:
“For a club like Chelsea, we want to win everything, we’re going to try and win everything. It’s a new challenge for everyone.”
All football clubs set up their respective goals at the beginning of the season, whether these include winning the trophy, a particular league, or just some number of matches.
Key Takeaways for CRO
Before starting with Conversion Optimization, it is important to set up goals that can be tracked and measured anytime during the process.
The goals created in an A/B test should align with your business objectives. The primary goal selected will be used then to decide the outcome of the test.
The results of the minor goals that accompany the primary goal can influence the final decision made just after the test has just concluded.
Research and Analysis
Why Is It Important?
Every year, football leagues are getting more competitive. The stakes are getting higher, and the pressure is mounting. With the help of research and analysis by using modern technology, teams are able to plan and prepare better for a football season.
A manager can now watch heatmaps of players’ movements on-field. Players can now watch recordings of their own gameplay and more. The Guardian refers to this revolution as “datafication” of Football.
In their spare time, football players practice on PlayStation to improve their decision-making skills and to become better at their game. Former Italian footballer Andrea Pirlo was even quoted saying this: “After the wheel, the best invention is the PlayStation.”
Key Takeaways for CRO
After the baseline metrics are decided, it is important to research and analyze how you can achieve the desired goals.
Research and analysis includes viewing heatmaps, watching visitor recordings, or conducting on-page surveys that ask your visitors for relevant feedback.
With the help of research and analysis, you can get answers to the following 3 questions:
What do visitors do on your website?
How do visitors behave?
Why do visitors do what they do?
Why Is It Important?
After research and analysis, the next task for a manager is to plan for the season ahead. This includes deciding the squad, tactics, and formations.
Planning is not only limited to preseason. It is a continuous process that goes on during and after the season gets over.
On the training ground and during matches, managers have their diaries out, where they note down observations and try them out in the later part of the season.
“I don’t think many people fully understand the value of observing, but I came to see observation as a critical part of my management skills. The ability to see things is key or, more specifically, the ability to see things you don’t expect to see.”
Key Takeaways for CRO
As you come across and analyze problems during the research phase, it is important to note your observations. Organize these well at one place.
The next part of the process is to create a hypothesis from these observations and prioritize these based on their importance. Validating the hypothesis is the most important part of the testing phase.
Why Is It Important?
In the picture above, even the same formation (4-4-2) is tested with different positions. Football managers don’t get formations right in the first go.
They constantly experiment with their formations throughout the season and ultimately change it to the one in which all the players seem to fit in perfectly.
Within formations, managers also rotate their players. According to football analysts, the key to Real Madrid’s successful 2016–17 football campaign was Zidane’s clever squad rotation.
Key Takeaways for CRO
Don’t be afraid to experiment. Every element of your website can be tested, from colors to text to images.
Testing is not just limited to plain A/B testing. You can create combinations of elements on your website and run multivariate tests.
By changing the complete layout of certain pages, you can also try out Split URL tests.
Learning and Deployment Phase
Why Is It Important?
Consider the example of Real Madrid’s manager Zinedine Zidane who used a 4–3–3 combination in the form of a sharp arrowhead.
He tested different combinations by playing Marco and Morata in a couple of matches but mostly stuck with the trio of Benzema, Bale, and Cristiano (popularly known as BBC) in the front. This combination led Real Madrid to glory in the champions league.
It is important to test different combinations and learn from the mistakes to get the formation right in the end. With the combination of a winning mentality and experimentation, you are finally on the road to success.
Key Takeaways for CRO
It is important to learn from every test, the way a football manager does from every match. The best way to find out your winning combination is to have a well-structured conversion optimization process in place.
After you have successfully found the winning variation, deploy it on the website to achieve your goals.
We hope you enjoyed reading the analogies we made between football and CRO. Next time, when you are watching a game of football, you should be able to notice and appreciate all the efforts that go into the strategy and preparation before the start of the game.
It would be a dream come true if every person who visited your website ended up converting or at least became a valuable lead. But you know that that’s not how it works.
At the same time, it’s possible to get closer to achieving this goal by taking some actions that may turn your visitors into high-quality leads. This can have a significant impact on your conversion rate.
While it’s important to optimize your sign-up forms, these aren’t the only way to capture leads. If you’re only relying on these, there’s a good chance you are struggling to improve your lead generation results. A lot of visitors may not be willing to part with their personal information. And others may not find your site interesting enough to sign up.
This post will not focus on optimizing your sign-up forms. Instead, you’ll learn new, innovative ways to convert your website visitors into high-quality leads.
1. Create Personalized Experiences for Visitors
What you need to remember is that your visitors come from different backgrounds. They may have landed on your site through completely different channels and could be looking through your website to find completely different things.
By understanding their differences and delivering experiences that befit their individual needs, you can improve your chances of turning them into valuable leads. You may think this sounds challenging. But by using the right tools, you should be able to collect accurate data about your visitors and their behavior.
Leadfeeder, for example, helps you discover who visited your website, where they came from, and what pages they viewed during their visit. It can also update your CRM automatically in case there are any revisits. Using all this information and automatic CRM update, you can follow up more effectively with content that’s personalized according to their preferences, behavior, and interests.
And even if the visitors end up exiting your site and don’t convert through forms, you can use this data in your re-engagement strategy. For example, you can find out which pages engaged them longer. And you can use this information to show personalized social media ads, displaying the products or services they viewed.
You can use the Leadfeeder data to help you design ads with offers, content suggestions, and/or product recommendations relevant to visitor behavior. The goal is to ensure that visitors see ads that suit their needs and interests so that they potentially turn into leads.
2. Provide Real-Time Support
Someone ends up on your site after conducting a relevant Google search. But when they look through your site, they can’t find the exact information they need. Or they were viewing a certain service package and some points weren’t clear to them.
There can be 2 outcomes in this case—either they leave and go to your competitors or you provide them with the help they need and turn them into valuable leads.
That’s why you need to make it easier for visitors to get help when they need it. Make sure your search bar is clearly visible and FAQ section is easily accessible. Better yet, why not add a live chat support feature on your website? That way, you can quickly answer visitor queries in real time and they don’t have to wait for hours waiting for your responses.
As you can see in the screenshot below, the live chat button is clearly visible on the right side of the screen. Visitors who need some help can just click the button and chat with one of the company’s representatives.
3. Reward Visitors with Something Valuable
To turn more website visitors into high-quality leads, you need to step up in the content marketing game. When visitors land on your site, the best way to engage with them is through your website content. It can be actionable blog posts, intriguing videos, eye-catching infographics, or anything that they might find valuable.
You need to engage them enough to the point that they realize your value and expertise. Your content can show them how much of an expert you are in the field. After gaining their confidence, offer something exclusive and valuable that will make visitors sign up for your newsletter or subscribe to your blog post.
Also, you can offer your website visitors a free ebook that will guide them on a relevant topic. Or you can offer them free access to your webinar or any exclusive content that is available only when they provide their email address. You can even go so far as to provide them with a free trial in exchange for an email address.
Clever, for instance, offers free access to a report on influencers in exchange for some personal information.
4. Implement Exit-Intent Pop-Ups
After visitors browse through your website, you may notice that they are still leaving without signing up. Although you may not be sure of the reason, it’s a good idea to make the final attempt to engage them before they leave. Try displaying exit-intent pop-ups to visitors who show any intention to leave.
These pop-ups can display some exclusive offers or opportunities that weren’t easily visible earlier. The goal is to make the visitors pause and think for a minute, which can hopefully end up in a lead.
Here’s an example of an exit-intent pop-up from Conversific, offering a free ebook to visitors.
But make sure youoptimize these pop-ups in such a way that you deliver these to only the most relevant visitors.
For example, instead of displaying exit pop-ups for each and every visitor who’s leaving, you can show these to visitors who have spent some time browsing through your site. Or you can customize the offer according to visitors’ behavior, such as the pages they seem to be most interested in.
These are some of the best ways to turn your website visitors into high-quality leads. As you can see, it’s all about delivering a personalized experience to your visitors and enhancing their experience in such a way that they feel valued.
Got any questions about the points? Let me know in the comments.