This year we had TONS of great posts that came from our regular contributors as well as industry experts. It’s just hard to remember all the hits! We could dig through Google Analytics and pick out the ones that got the most traffic, but that’s a bit too robotic. And just because a post received a lot of traffic doesn’t mean it’s great – it could’ve just been some SEO luck. So let’s just go with what stood out to us… 1. A Guide To Creating Buyer Personas That Will Improve Your Content Conversion Rates This is really a guide…
Earlier this year, I redesigned my portfolio website. During this process, I decided to add a feature that educated visitors on how to say my name. One day, I opened the “Voice Memos” app on my iPhone, tapped “Record”, and asked my wife to say my first name. Then, I embedded a small button onto the landing page after my first name. Clicking on that button would play the audio file of my name.
Website owners and executive teams have a tendency to want to add more “stuff” to websites. “I think we should add a contact form to the sidebar.” “Let’s add a slider to the home page that slides through each of our main features!” For the people in charge of conversion optimization, adding “stuff” to a home page or any webpage becomes a living nightmare. They know that the second you add something new to a webpage, the conversion rate is going to change. That’s why Google has a home page gatekeeper. For years it was Marissa Mayer (now the CEO…
Who would ever think that a B2B team chat app would stir up so much enthusiasm that it would turn into a cult following? Yep. People really love Slack. Here’s why: Amazingly designed, easy to understand interface It lets you instantly communicate with your team, from wherever you are It lets you share files of all types All of your communication is housed in-app, so you can look back at it for reference Excellent in-app search functionality You can customize your notifications Every business department has its own unique function, and should ideally have a custom communication solution that streamlines…
Full disclosure: I’m not a developer. I don’t code. And yet, as a digital marketer, I find myself looking at the source code of websites all the time. When I’m in marketing analysis mode, one of the first things I’ll do when I hit a client’s site is hit option + command + u on my Macbook’s keyboard. Instantly, I’m face-to-face with this: It doesn’t matter how many tools you have for SEO campaigns at your disposal, at some point you’ll wind up looking into the source code of a website either to check on a specific item or to…
If you’re like me, your inbox is a mix of professional emails sprinkled with a dash of webinars and a touch of ebooks.
Sometimes, I’ll open one of these hyper-actionable and insightful emails, but no matter how hard I try, I can’t follow through (despite my good intentions).
The truth is, even if I carve out time during the day, I focus on what needs to be accomplished now, and often that doesn’t include improving my marketing skills for the future.
There, I said it.
Now that I’ve revealed the truth, I have to admit that operating this way will only get me so far.
Which is why this holiday season, I’m taking advantage of some much-needed free time to level up my conversion marketing skills. And you can too! We’ve handpicked some of our most actionable webinars, filled with expert advice that will not only help you increase your conversions, but also get you on track to becoming the marketer you want to be in 2017.
So instead of spending the holidays eating yourself into a peppermint bark-induced coma, brush up on the skills that will make the most impact in 2017. (Or do both — we vote for both.)
“Affiliate marketing has made businesses millions and ordinary people millionaires.” So wrote Bo Bennett, the founder and CEO of eBookIt.com and president of Archieboy Holdings. He created one of the first web-based affiliate programs. The way affiliate marketing works is simple: it’s a performance-based advertising channel in which a business pays a commission for a conversion to one or more affiliates. The industry involves four players: brand, network, affiliate, and the customer. Not all of these players are always involved at the same time; some brands have an affiliate program and they manage the relationship with affiliates directly. In other…
If you’ve ever tested your website, you’ve probably been in the unfortunate situation of running out of ideas on what to test.
But don’t worry – it happens to everybody.
That’s of course, unless you have a website testing plan.
That’s why KlientBoost has teamed up with VWO to bring to you a gifographic that provides a simple guide on knowing the what, how, and why when it comes to testing your website.
Setting Your Testing Goals
Like a New Year’s resolution around getting fitter, if you don’t have any goals tied to your website testing plan, then you may be doing plenty of work, with little results to show.
With your goals in place, you can focus on the website tests that will help you achieve those goals –the fastest.
Testing a button color on your home page when you should be testing your checkout process, is a sure sign that you are heading to testing fatigue or the disappointment of never wanting to run a test again.
But let’s take it one step further.
While it’s easy to improve click-through rates, or CTRs, and conversion rates, the true measure of a great website testing plan comes from its ability to increase revenue.
No optimization efforts matter if they don’t connect to increased revenue in some shape or form.
Whether you improve the site user experience, your website’s onboarding process, or get more conversions from your upsell thank you page, all those improvements compound into incremental revenue gains.
Lesson to be learned?
Don’t pop the cork on the champagne until you know that an improvement in the CTRs or conversion rates would also lead to increased revenue.
Start closest to the money when it comes to your A/B tests.
Knowing What to Test
When you know your goals, the next step is to figure out what to test.
You have two options here:
Look at quantitative data like Google Analytics that show where your conversion bottlenecks may be.
Or gather qualitative data with visitor behavior analysis where your visitors can tell you the reasons for why they’re not converting.
Both types of data should fall under your conversion research umbrella. In addition to this gifographic, we created another one, all around the topic of CRO research.
When you’ve done your research, you may find certain aspects of a page that you’d like to test. For inspiration, VWO has created The Complete Guide To A/B Testing – and in it, you’ll find some ideas to test once you’ve identified which page to test:
Content near the fold
Awards and badges
As you can see, there are tons of opportunities and endless ideas to test when you decide what to test and in what order.
So now that you know your testing goals and what to test, the last step is forming a hypothesis.
With your hypothesis, you’re able to figure out what you think will have the biggest performance lift with the thought of effort in mind as well (easier to get quicker wins that don’t need heaps of development help).
Running an A/B Test
Alright, so you have your goals, list of things to test, and hypotheses to back these up, the next task now is to start testing.
With A/B testing, you’ll always have at least one variant running against your control.
In this case, your control is your actual website as it is now and your variant is the thing you’re testing.
With proper analytics and conversion tracking along with the goal in place, you can start seeing how each of these two variants (hence the name A/B) is doing.
When A/B testing, there are two things you may want to consider before you call winners or losers of a test.
One is statistical significance. Statistical significance gives you the thumbs up or thumbs down around whether your test results can be tied to a random chance. If a test is statistically significant, then the chances of the results are ruled out.
And VWO has created its own calculator so that you can see how your test is doing.
The second one is confidence level. It helps you decide whether you can replicate the results of your test again and again.
A confidence level of 95% tells you that your test will achieve the same results 95% of the time if you run it repeatedly. So, as you can tell, the higher your confidence level, the surer you can be that your test truly won or lost.
Multivariate Testing for Combination of Variations
Let’s say you have multiple ideas to test, and your testing list is looking way too long.
Wouldn’t it be cool if you could test multiple aspects of your page at once to get faster results?
That’s exactly what multivariate testing is.
Multivariate testing allows you to test which combinations of different page elements affect each other when it comes to CTRs, conversion rates, or revenue gains.
Look at the multivariate pizza example below:
The recipe for multivariate testing is simple and delicious.
And the best part is that VWO can automatically run through all the different combinations you set so that your multivariate test can be done without the heavy lifting.
If you’re curious about whether you should A/B test or run multivariate tests, then look at this chart that VWO created:
Split URL Testing for Heavier Variations
If you find that your A/B or multivariate tests lead you to the end of the rainbow that shows bigger initiatives in backend development or major design changes are needed, then you’re going to love split URL testing.
As VWO states:
“If your variation is on a different address or has major design changes compared to control, we’d recommend that you create a Split URL Test.”
Split URL testing allows you to host different variations of your website test without changing the actual URL.
As the visual shows above, you can see that the two different variations are set up in a way that the URL is different as well.
URL testing is great when you want to test some major redesigns such as your entire website built from scratch.
By not changing your current website code, you can host the redesign on a different URL and have VWO split the traffic between the control and the variant—giving you clear insight whether your redesign will perform better.
Over to You
Now that you have a clear understanding on different types of website tests to run, the only thing left is to, well, run some tests.
Armored with quantitative and qualitative knowledge of your visitors, focus on the areas that have the biggest and quickest impact to strengthen your business.
And I promise, when you finish your first successful website test, you’ll get hooked on.
Human interactions are incredibly fascinating if you take a close look at them — the social awkwardness, the communication styles, the way knowledge is transferred, the way stories are told and trust is built. But what happens when a machine evokes the same response?
Conversational interfaces have become the new hotness in UX design. Google is about to release a new virtual assistant chatbot; Facebook has already launched the updated Messenger platform with chatbots; and Microsoft went as far as to claim that the operating system of the future isn’t Windows, but “conversation as a platform.”
Working at Unbounce has its perks. But the best perk by far is working with some of the most talented, friendly people dogs.
There’s Darwin, Gonzo, Winnie, Tribble, Stella, Luna, Billy, Kiki, Carter, Izu, Mango, Leo, Ted, Bruno, Molly, Captain, Falcon, Timmy, Hambone and Lola… just to name a few.
Now you might think the life of an Unbounce office dog is all fun and games, but they’re expected to hit their targets just like the rest of us. In fact, they’ve been working tirelessly on a holiday campaign just for you.
So if you’re running campaigns and need to get a hold of us during the holidays, we’re offering email support during our office closure! Simply shoot an email to email@example.com and the lovely peeps in Customer Success will get back to you. Check out our hours below:
8AM – 6PM PST / 11AM – 9PM EST
December 26 – December 30
8AM – 9PM PST / 11AM – MIDNIGHT EST
8AM – 8PM PST / 11AM – 11PM EST
9AM – 9PM PST / NOON – MIDNIGHT EST
5AM – MIDNIGHT PST / 8AM – 3AM EST
December 25 & January 1
And while we love delighting you all year long, we’re taking a little break from our regular publishing schedule to spend some time with our loved ones. But don’t fret, we’ll be back in action come the New Year.
So happy holidays, from our family to yours! And may you be blessed with conversions galore this holiday season!