What You Should Know About Different Data Types And Website Testing

In website testing for CRO, most things are pretty definitive. Did a customer visit convert into a sale or not? Was it A or B, yes or no, win or lose? The simplicity makes data both easy to collect and easy to analyze. But are we missing out on something with this simplistic model? The ones and zeros that make up a binary digital signal combine in the countless billions to form images on our TVs, phones and computer screens. In the same way, we can use data to make our website testing paint a more complete picture, sometimes with…

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What You Should Know About Different Data Types And Website Testing

Conversion Rate Optimization: Why Now is the Best Time to Get Started

Assume for a moment that your site’s doing well across many key performance indicators (KPIs). You have healthy traffic stats thanks to your SEO, paid search, and social media campaigns. Things look to be on the up and up, except for one problem—sales remain stagnant. What’s going on? Isn’t web traffic the Holy Grail of digital marketing? In reality, it’s not so simple. While traffic is an important foundational metric, not all user visits are created the same. As such, it’s important to remember that while traffic is important, the real goal should be finding ways to correlate traffic metrics…

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Conversion Rate Optimization: Why Now is the Best Time to Get Started

Desktop Wallpaper Calendars: June 2016

We always try our best to challenge your artistic abilities and produce some interesting and unique artwork, and as designers, we usually turn to different sources of inspiration. As a matter of fact, we’ve discovered the best one: desktop wallpapers that are a little more distinctive than the usual crowd.
This creativity mission has been going on for eight years now, and we are very thankful to all designers who have contributed to it and who are still enthusiastically continuing to do so each month.

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Desktop Wallpaper Calendars: June 2016

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What does Evolutionary Site Redesign in action look like? Like this.

Reading Time: 2 minutes

TL;DR: After 7 months of testing with weBoost, an electronics manufacturer, their website looks radically different and the company has seen an over 100% lift in their year-over-year conversion rate. This is evolutionary site redesign (ESR) at work. Read the full case study here.

The company

weBoost homepage
The hero section from weBoost’s (current) homepage.

Our partnership with weBoost began in the summer of 2015. weBoost is an ecommerce retailer and manufacturer of cellular signal boosters. These boosters provide stronger, more reliable cellular signals while simultaneously enhancing the user’s ability to receive and transmit data.

The goals

Beyond the goal of simply increasing ecommerce sales, the weBoost team was looking to fuel their entire marketing program. In order to do that, weBoost executives were also hoping to gain customer insights through WiderFunnel’s proven conversion optimization process: the Infinity Optimization Process™.

At the outset, there were several questions that weBoost was looking to answer through a partnership with WiderFunnel:

  1. What kind of information do we need to provide about our products in order to make the sale?
  2. Are our customers well-informed for the most part, or do they need more technical, descriptive details about our products?
  3. What user flow results in the best conversion rate?
  4. How can we learn about our customers to fuel marketing efforts across the company?

The results

After 7 months of testing, the weBoost website looks dramatically different and the company has seen a lift of over 100% in their year-over-year conversion rate.

The insights achieved along the way have allowed weBoost to broaden their further up-funnel programs as well as boost e-commerce sales. The benefit of conversion optimization, then, is not just about direct sales, but increased brand awareness and overall growth.

And this is only the beginning.

Mike St Laurent

The testing we’ve done with weBoost is a perfect example of evolutionary website redesign (ESR). Their website looks radically different than it did when our partnership began, and it’s converting at a much better rate.

Michael St Laurent, Optimization Strategist, WiderFunnel

How did we do it?

In this case study, you’ll read about several tests we’ve run on 3 key areas of the weBoost site: the homepage, the product category page, and the product detail page. We have been able to redesign the entire website iteratively, based on statistically significant wins on each of these pages: this is evolutionary site redesign in action.

ESR works by implementing a system of continuous A/B split testing throughout an entire website and digital marketing. Rather than relying on gut feeling and flawed intuition, website decisions are made against the crucible of customer actions.

Check out the full case study for the specifics:

  • A shortened weBoost homepage sees huge success
  • A well-intentioned layout change on the category page goes south
  • A stronger scent trail on the product detail page leads to a 27% increase in completed orders

…and more!

Jamie Elgie

WiderFunnel delivers Wilson Electronics [weBoost] a cadence and quality of A/B testing that is game-changing for our brand. Direct sales increases are enabling us to increase our spend on other advertising because of the known performance return. That in turn is driving our overall brand awareness. Put simply, WiderFunnel does not just help us sell directly; it is rocket fuel for our entire cross-channel marketing program.

– Jamie Elgie, Chief Marketing Officer, weBoost

Read the full case study here

Learn more about how the weBoost website underwent a dramatic transformation through evolutionary site redesign (and how it’s now converting at a much better rate). Read the full case study here.

The post What does Evolutionary Site Redesign in action look like? Like this. appeared first on WiderFunnel Conversion Optimization.

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What does Evolutionary Site Redesign in action look like? Like this.

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4 Post-Conversion Autoresponder Tactics to Keep Your Leads Alive

resurrect-landing-pages-from-the-dead
Bring your leads back from the dead with an engaging autoresponder.

There’s no shortage of top-notch online content aimed at optimizing your landing pages. Ultimate Guides, Best Practices and Perfect Anatomies abound.

Unfortunately, the vast majority of all that amazing content ignores what happens immediately after your visitor converts… and that, ladies and gentlemen, is where your landing pages go to die.

In other words, unless you have a plan for what happens after someone signs up or says “Yes,” all the conversion momentum you bled to create — not to mention the ripest opportunity you have to engage — might be for nothing.

This means crafting an authentic, engaging autoresponder — whether that’s a confirmation email, download link, or even just a friendly “Thanks for signing up” — in a way that bonds you to your prospects right from the jump.

To do that, let’s take a look at four proven tactics guaranteed to keep your landing page alive… after a lead opts in.

1. Give ‘em what they asked for

Here’s the brutal truth: people don’t sign up to your list because they like you nor because they want to hear more about you and your company’s awesome products.

No, they sign up because they want something you’re offeringto them, for them, to benefit them. That offer can run the gamut from an ebook to an industry report to a free coaching session to a simple ecommerce discount.

Whatever your offer is … the worst thing you can do after someone signs up is get in the way of letting them have it.

That sounds obvious, but even enterprise-level organizations can make an absolute trainwreck of the confirmation process.

Take, for example, investment platform Seeking Alpha.

Two weeks ago, I registered for a free account at Seeking Alpha. I’d been researching Lowe’s Home Improvement recent use of Facebook ads and found what looked to be a primary-source goldmine: Lowe’s Companies’ (LOW) CEO Robert Niblock on Q3 2015 Results – Earnings Call Transcript.

I tore through the first two pages of the transcript. But when I tried to move ahead to page three this pop up appeared:

read-transcript-overlay

Naturally, I’d already invested myself in the first two pages of the article, so I filled out the form and hit “Register.”

And that’s when the nightmare began.

First, Seeking Alpha served up this pretty standard “Thank You” page:

seeking-alphabet-thank-you-page

Thinking that I’d already created an account by giving them my email and a password, I clicked “log in,” was redirect to the “Member sign in page” and filled out the fields.

To my surprise — despite using the same email and password I just entered — this error message appeared:

seeking-alphabet-sign-in-page

A bit discouraged but still hungry for page three, I jumped over to my inbox where this confirmation email waiting for me:

seeking-alpha-confirmation-email

“Good,” I thought, “Just need to confirm my registration and then … page three here I come.”

Instead, when I clicked “Confirm Your Registration,” I was sent to an additional three-step form:

customize-seeking-alpha

step-2-seeking-alpha

seeking-alpha-step-3

After being forced to answer a series of segmentation questions, opt in to an additional list and supply four or more stocks to continue, I was sure clicking “Save & Continue” would finally send me to page three.

But once again … no.

In lieu of page three, a previously-unannounced fourth step appeared that now required me to enter my phone number in order to “Get the App,” something I had shown zero interest in during my previous responses. I wasn’t even on a mobile device at the time:

seeking-alpha-get-theapp

But oh! How I wanted page three. So I plugged in my phone number, clicked “Text me a link” earnestly hoping that finally I’d be given what I’d asked for.

Tragically — and you probably saw this coming — what I got next was … nothing.

No redirect, no thank you page, no article, no link, no page three. Nothing. Just a dead end screen with nowhere to go next. In order to ultimately reach page three, I had to go back to the login page and walk through the entire search process.

All told, it took ten separate screens to go from page two to page three of the piece I’d originally asked for.

What’s the moral of the story?

People value one thing above all others: time. What’s more… people respect people who respect their time. When someone signs up for your email list, all they want is to get what they asked for.

You can do this in one of two ways.

Ensure that your initial autoresponder includes a direct link to whatever offer your new lead signed up for

For instance, whenever someone signs up for my Ultimate Content Creating Checklist, I use GetResponse’ autoresponder workflow to send them a simple, stripped-down email with just one link to the resource itself:

content-creation-checklist

If a new lead doesn’t click that link within 24 hours, they get a even more stripped down email with a friendly reminder:

did-you-miss-it

Create a redirect or popup after your form page that gives new subscribers direct access

That’s how Unbounce and Onboardly’s new ebook The Growth Marketer’s Guide to Landing Page Optimization does it. Immediately after completing the form comes this popup:

onboardly-unbounce

Boom — just like that, I’m in.

Bottom line?

Do not waste your prospects’ valuable time with useless emails, additional questions, or by making them jump through hoops.

Just give ‘em what they asked for.

Optimize Your Email Automation & Boost Your Conversions!

Get a FREE copy of The Smart Guide To Email Marketing Conversion.
By entering your email you’ll receive weekly Unbounce Blog updates and other resources to help you become a marketing genius.

2. Start a conversation

Just like the first tactic, our second tactic should be obvious.

Sadly, it isn’t.

Often confirmation emails and autoresponders are brutally humdrum. If someone takes the time to customize their autoresponder at all, the conversations are blatantly one sided. Why? Because we’ve forgotten that behind every computer screen is a real, live human being.

As a result, you and I can differentiate a personal email from an autoresponder a thousand miles away.

That, however, shouldn’t be the case. Done right, you can not only make someone feel like they’re talking to another person… you can even get them to respond.

Think that’s impossible? It’s not.

In fact, that’s exactly what happened to Oli Gardner when he signed up for Sujan Patel’s ebook.

As Oli admitted on Unbounce’s podcast:

“Two days ago I downloaded an ebook by Sujan Patel. … And that’s when the trickery began, because I got an email, an automated email that was so well crafted that I thought it was real.

He made it sound like he recognized me.

So I responded.

And then I was like, ‘Mother [expletive]!’ I looked at it again and realized, ‘He didn’t write this to me. He put it as an autoresponder.’”

Sujan’s autoresponder is the living proof that you can start a conversation from the jump:

sujan-patel-email

On top of that, starting these real human conversations drives bottom-line results. In my own massive Landing Page Optimization Guide, I asked Sujan about how well his conversational approach works:

“First, of the people who subscribe to the blog, 6.6% click on a link to one of my two software products — Narrow.io or ContentMarketer.io — or on one of my two books. And 39% of those clicks eventually convert into either a product trial or a book purchase.

Second, of those who preview my ebook, 12% purchase the full book and an additional 3% start a trial of either Narrow.io or ContentMarketer.io.

Third, of the people who buy my ebook, 1.9% end up buying the other book and another 15% start a trial of Narrow.io or ContentMarketer.io.”

Bear in mind, those big numbers are all generated by simple and conversational emails like the one above.

To start your own real human conversations, keep these two principles in mind.

Write the way you talk

Don’t make the mistake of trying to impress your new contact by using jargon-heavy language, formal introductions, or corporate mumbo-jumbo.

Simply read your emails out loud to yourself and if they don’t sound like one human talking to another, go back to the drawing board until they do.

Most notably, use short words, short sentences, short paragraphs and (of course) short emails.

Take Henneke Duistermaat’s initial email when you sign up for her Snackable Writing Course as a model:

henneke-autoresponder

Personalize your emails

Deep personalization — especially for ecommerce — includes a host of advanced segmentation features, customer and lead tagging, product-offer coordination, upselling, cart-abandonment emails and even off-site strategies like retargeting. All that can easily make your head spin.

For your first email, don’t over think it.

While it’s not techncially a confirmation email, Inbound.org nails truly human personalization. By keeping the format plain, adding an *FName* field, and by only sending emails on topics their users have already shown interest in, I’m constantly tempted to write back to Ed directly:

ed-fry-autoresponder

3. Ask a question

Do not underestimate the power of a good question.

Why?

Because the human brain is hardwired to automatically engage with a question.

Neurologically speaking, this is called “The Zeigarnik Effect,” named for the Russian psychologist who discovered it.

The power of a good question lies in its ability to entice, seduce and above all demand a response. That’s why some of the most successful advertisements in history start with a question:

do-you-make-these-mistakes
Rather than insulting its audience by pointing out their deficiencies, Maxwell Sackheim’s advertisement sparked curiosity and generated direct responses for forty years.

John Caples’ uber classic Tested Advertising Methods lists “Have your headline ask a question” as one of the proven methods for writing “headlines and direct mail teasers.”

Of course, the theory and that example are more than a generation old. So do questions still work?

Absolutely.

Late last year, Retention Science reported that “punctuation [in an email subject line] impacts email open rates” significantly:

The presence of any type of punctuation mark increased open rates by 9 percent.

And can you guess the most conversion-generating piece of punctuation?

Question marks:

Question marks are particularly effective at engaging recipients. In fact, the study found subject lines with question marks have open rates 44 percent greater than those with exclamation points.

The application of this principle to your autoresponder should be clear: add a question.

Of course, you can easily scatter questions — rhetorical or otherwise — within your emails. For instance, Neil Patel of Quick Sprout asks two questions and encourages you to reply:

neil-patel-email

However, a better application of this tactic is to build your very first email around a single, driving question that matters to your audience … not you.

This is precisely what Ann Handley does. Sign up for Ann’s list and here’s the very first email you’ll receive:

ann-handley-subject-line

total-annarchy

At the risk of getting a bit meta, I replied to that question email with a question of my own:

ann-handley-email

And do you know what Ann did?

She actually wrote back:

“When I first launched AnnHandley.com’s email subscription option, I used to thank new signups, as I do now. But the question was different: I used to ask them to share with me the most innovative or interesting bit of content they’d seen lately. I was looking for something that engaged them… or that they found surprising. Because, I explained, I was always looking for stellar content examples.

About 10% of those who subscribed actually responded with a content example.

Over time I realized that the response rate was pitifully low, especially given my approachable vibe and voice.

It dawned on me that maybe that was because my note was essentially about ME — tell me what you like, because I am always looking for good example. It was not about the subscriber. It was not about what I could do for them.

So I rewrote the Welcome email to be about the subscriber and not about me.

I asked very basic questions: What are you doing here? What do you hope to learn?

Now, roughly 60% of those who subscribe actually write me back. And when they do respond… I always try to respond BACK. (I may have missed a few here or there… but I try not to.) I don’t write a book — but I do acknowledge their response. People always appreciate that I’m actually monitoring responses. I get a lot of ‘wow I can’t believe you wrote back….’

It’s funny how a little time and care goes a long way.”

Yep… it sure is. And it all starts with a question.

4. Provide unexpected value

Admit it. You love surprises. After all, who doesn’t?

Surprise parties, unexpected gifts, out-of-the-blue good news. We all love that feeling of getting extra value in our lives, especially when we don’t see it coming.

The only secret to success — regardless of the industry — isn’t really a secret at all: don’t just add value… add more value than anyone else.

The great Tony Robbins enshrined this bed-rock principle in his recent book MONEY: Master the Game:

Money is nothing more than a reflection of your creativity, your capacity to focus and your ability to add value and receive back.

If you can find a way to create value — that is, add value for a massive number of people — you will have an opportunity to have a massive amount of economic abundance in your life.

What’s true for the world at large is also true of your subscribers.

This fourth tactic — provide unexpected value — increases the loyalty of your new leads, builds rapport and trust and leans hard on the persuasive principle of reciprocity all by exceeding their expectations.

For instance, if people signed up to download a free SEO report, you could easily offer a free one-page checklist or website audit as a way of showing your gratitude.

On the other hand, if they signed up to learn more about your nutrition coaching business, you could surprise them by giving away a detailed list of easy recipes to help them lose weight.

The point is: they didn’t expect those things and because of that element of surprise, what might otherwise be just another lead magnet provides far more value.

For example, when you sign up for one of the Robbie Richard’s case studies, he surprises you by giving away an extra case study:

robbie-richards-email

Likewise, Derek Halpern – author of Social Triggers – applies the same principle. After you sign up to download one of his worksheets, he gives you a “surprise gift”:

derek-halpern-email

Remember Sujan Patel’s conversational emails? After signing up for his blog, he provides readers with “a few of my best posts while you wait for my next newsletter”:

sujan-pattel-email

Brian Dean from Backlinko? Yep, he does it to:

dean-bakclinko

Even Blog Tyrant Ramsay Taplin uses this tactic. Notice that not only does he provide an unexpected resource, he also offers a conversational tip and an invitation to connect with him directly:

tyrant-troops-email

What do all these first-contact autoresponders have in common?

They all provide unexpected value… and you should do the same.

Don’t let your landing page die

Sure, Ultimate Guides, Best Practices and Perfect Anatomies abound. And it’s wise to optimize your on-page elements for maximum conversions.

But, that doesn’t mean you can overlook what’s next: after the page.

To ensure that your landing pages live on, follow these four proven tactics:

  1. Give ‘em what they asked for
  2. Start a conversation
  3. Ask a question
  4. Provide unexpected value

Got a favorite autoresponder tip? Be sure to share it in the comments… especially if it tricked you into writing back.

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4 Post-Conversion Autoresponder Tactics to Keep Your Leads Alive

Smart Responsive Design Patterns, Or When Off-Canvas Isn’t Good Enough

Design patterns often have a bad reputation. They are often considered to be quick, lazy, off-the-shelf solutions that are applied blindly without consideration of the context of a problem. Solutions such as the almighty off-canvas navigation, the floating label pattern or carousels for featured products are some of the prominent ones.
This article isn’t about these patterns, though. This article features some of the slightly more obscure design patterns, such as responsive car-builder interfaces, mega dropdown navigation, content grids, maps and charts, as well as responsive art direction.

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Smart Responsive Design Patterns, Or When Off-Canvas Isn’t Good Enough

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Win a Free Trip to CTAConf 2016 [Prize Package Valued at $6,000]

TL;DR: Win a trip to the Unbounce Call to Action Conference in Vancouver this upcoming June 19 – 21 (a prize valued at over $6,000) by creating a landing page that converts.

For the past two years, we’ve hosted an epic contest to send deserving marketers to our Call to Action Conference in Vancouver.

>>This way to win your way to CTAConf

We received some pretty remarkable landing pages entries. Hilarious videos were created. Retargeting happened. Directional cues were used. A ton of personality, memes, dancing, creativity, blood, sweat and tears went into these pages.

In short, we were pretty blown away. So we’re doing it again.

But this time it’s going to be a little bit different.

The challenge

Listen closely.

We’ve created a new landing page template all about CTA Conf 2016 (hosted by Unbounce this upcoming June 19 – 21) and why we think every marketer should attend. It’s 95% complete…

But we think it could use your help.

The challenge is simple:

  1. Check out what makes the Call to Action Conference so special.
  2. Log in to Unbounce (or create a free account) and head to our templates library.
  3. Create a new landing page using our Call to Action Conference Contest template, and add your own finishing touches to persuade people to click that call to action! Make the copy more persuasive, the color palette prettier — whatever you think will result in more conversions.
  4. Publish and share your landing page with all your marketing friends through email, social, remarketing or any other creative idea you come up with.

The honorable judge

Last year we had a mix of Unbouncers and speakers as judges. But this time, there is only one judge: data. #micdrop

Whoever’s page drives the most conversions (form submissions to our Call to Action Conference Agenda page) will win a free trip to Vancouver to attend Call to Action Conference. Tickets, flights, accommodation, fun touristy activities — the whole shebang!

What does the Ultimate CTAConf Package Include?

In other words, why should you put your blood, sweat, tears and conversion chops into this?

Check out our prize packages:

First place

The first place prize package includes:

  • One CTAConf ticket for you and one for a friend
  • One flight to Vancouver (up to $1,000)
  • Three nights at the Delta Vancouver Suites from June 19 – 21
  • Your choice of Sunday Funday activity before the conference
But wait, second and third place are rewarded for their efforts too!

Second place

If you’re next best, you’ll get two free tickets to CTAConf 2016, an invitation to the private speaker dinner on June 19 (think of all the unlimited mingling you’ll get to do with marketing experts!) and your choice of Sunday Funday tourist activity before the conference.

Third place

And if you come in third, you’ll still get to come to the conference for free — Sunday Funday included! And you’ll walk away with an Unbounce swag back.

Up for the challenge? Read the rules, download the template and get crackin’.

The contest ends June 9, 2016 at 5:00pm PST.

Happy converting!

P.S. If you don’t want to make a landing page but still wanna come to the conference, we’ve got a special discount for our blog readers. Get an extra $200 off your ticket at the checkout by using the promocode “UnbounceBlog” until the landing page contest submissions end on June 9, 2016 at 5:00pm PST.

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Win a Free Trip to CTAConf 2016 [Prize Package Valued at $6,000]

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How Videos Can Make a Powerful Impact On Your Online Conversions

What internet retailer wouldn’t want to increase their average order value? A survey of online retailers (Best Buy, Newegg, and Under Armour – to name a few), found an increase in average order value (AOV) when they implemented product videos. Retailers that had videos on all of their product pages had close to 9% conversion rates. 9% might not sound like a high number at first – but think about it for a moment: For every 100 visitors to that page, 9 of them made a purchase. That’s not too shabby. It’s also reported that customers who watched more videos…

The post How Videos Can Make a Powerful Impact On Your Online Conversions appeared first on The Daily Egg.

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How Videos Can Make a Powerful Impact On Your Online Conversions

Web Development Reading List #139: jQuery 3, Web Payment API, And ES6 Tricks

Finding our passion is a big challenge for all of us as human beings. At some point in life, we try to figure out what our purpose in this world is, what our future will look like. And for some of us, the answers we find to these questions are constantly changing.
The constant search to find answers lets us stay curious, creative, vital — and if that’s missing, we need to find our passion again by exploring what things we like in our world, what makes us happy.

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Web Development Reading List #139: jQuery 3, Web Payment API, And ES6 Tricks

A Look At The Modern WordPress Server Stack

Do you remember when you could run a “fast” WordPress website with just an Apache server and PHP? Yeah, those were the days! Things were a lot less complicated back then.
Now, everything has to load lightning-fast! Visitors don’t have the same expectations about loading times as they used to. A slow website can have serious implications for you or your client.
Further Reading on SmashingMag: Proper WordPress Filesystem Permissions And Ownerships Moving A WordPress Website Without Hassle How To Develop WordPress Locally With MAMP Do-It-Yourself Caching Methods With WordPress Consequently, the WordPress server stack has had to evolve over the years to keep up with this need for speed.

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A Look At The Modern WordPress Server Stack