Tag Archives: conversion

In a Pinch? Here Are 4 Fast-Acting Methods to Meet Your Growth Goals Every Month

hit your goals

Want to make sure you never miss a monthly growth goal? Perhaps you need a boost right now to get the month moving in the right direction? Then you’ve come to the right place. Big companies like Facebook and HubSpot have lofty growth goals and continue to meet them every month. But how do they do it exactly? Planning of course! That is, consistently planning ahead to meet their goals and then planning for the occasional situation when they need to scrape together their resources and make ends meet. I call this having an ace in the hole. This is…

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In a Pinch? Here Are 4 Fast-Acting Methods to Meet Your Growth Goals Every Month

The Cost Per Lead Calculator – Better Allocate Your PPC Spend

The pay-per-click landscape has become so saturated that only the most analytical marketers are able to continuously turn a profit from their paid search, display and social campaigns.

Data-driven marketers who are able to effectively manage PPC campaigns to a target cost per conversion (a.k.a. cost per lead) will continue to see campaigns with a predictable, repeatable profit margin.

Everybody else is most likely paying too much to acquire customers.

As it stands, this means that more sophisticated and aggressive PPC marketers will eventually find the “ceiling” price for a click and will be forced to find operational efficiencies and higher conversion rates to improve their margins. Less savvy PPC marketers will be forced to find cheaper, less qualified traffic sources or get out of the PPC game altogether.

The most important metrics for PPC marketers

The PPC equation
Cost per click (CPC) and conversion rate (CR) are the two most important factors for improving the cost per conversion. The problem is, they are independent variables and don’t always move in unison.

As costs per click rise, cost per conversion will also rise assuming conversion rate stays constant. Therefore,
marketers that focus on optimizing for lower CPCs and/or higher conversion rates will consistently achieve better results and remain competitive.

Should you focus on improving cost per click or conversion rate?

Ideally, both! But knowing how to set the right expectations and manage your time is a bit trickier. Our clients typically understand the relationships between these three variables but sometimes the details get a little murky when combined with all the other PPC metrics that matter to campaign performance.

At Workshop Digital, we built this simple but powerful calculator to help our teams understand and explain the relationship between cost per click, conversion rate and cost per conversion:

CPL Calculator
Click to view the calculator (and read on to learn how to use it).

Our clients love it and we’re offering it up today to help you prioritize your time to achieve a target cost per lead for your PPC campaigns. As I mention in the video below, the calculator is a great way to determine where to focus your optimization efforts (whether that be in improving your ads or the conversion rate on your landing pages).

Video: See how to use the cost per lead calculator

Focus on the right metrics to beat the competition

PPC marketers often become enamored with surface-level metrics like click-through rate, average position or Quality Score. These data points are helpful in the right contexts but they don’t directly impact cost per conversion.

If you don’t focus on improving your cost per conversion with smart bidding and conversion rate optimization, ultimately you risk losing customers to your more efficient, conversion-focused competitors. Grab the calculator and run your ideal vs. current numbers today.

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The Cost Per Lead Calculator – Better Allocate Your PPC Spend

Instantly Boost Your Facebook Ad ROI With These 5 Advanced Tactics

At this very moment, there are marketers out there achieving great things with the help of Facebook Advertising. However, there’s a good chance that a lot of these marketers aren’t taking full advantage of what Facebook Advertising actually has to offer. In fact, a lot of them might be able to take their Facebook Ad Campaigns to the next level, by making use of some of Facebook’s ‘Advanced features.’ In this post, we’re going to take a look at what those advanced features are and how you can make use of them. Once you’ve finished reading, you’ll know how to…

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437 Digital Marketers Went Head-to-Head with a Conversion-Predicting Machine — Who Reigns Supreme?

Being a digital marketer is an exciting gig. Ad platforms, best practices and tools change at warp speed, meaning you’re always learning and you’re never bored.

But it’s a tough gig, too. As competition stiffens and we spread our time and resources across more and more platforms, it’s harder to get our message seen, and we yearn for the results we once (perhaps) took for granted.

In 2004, the internet became the highest grossing channel in advertising expenditure, and it’s been on the rise ever since.

Image via Mary Meeker’s annual Internet Trends report.

That up-and-to-the-right blue line means that acquisition has become more competitive than ever.

Couple this with a rising average cost per click and cost per conversion, and you’ve got a hefty task at hand: Cut through the search noise, create a compelling digital experience and interpret and apply tens of thousands of data points all while coming in under budget.

President of global digital agency Mirum and 2017 Call to Action Conference speaker Mitch Joel doesn’t see this as a problem though — he sees it as an opportunity:

I’m more of an opportunistic person — I see this and think, ‘Wow, this is going to be a very interesting and dynamic time for people who really want to build better relationships with customers.’

It’s no wonder that marketers are looking at advances in automation, machine learning and artificial intelligence and asking, “How can I capitalize on this opportunity?” 

AI technology is already infiltrating all aspects of society, from the fleet of self-driving cars Google is testing, to the anti-snore wearable Sleep.ai you go to bed with to the Amazon Alexa smart speaker in your living room.

What these machines have in common is that they’re designed to make life better for humans so we can spend less time commuting, tossing and turning or shuffling through our record collections and more time on the things that matter.

To fear or not to fear the machine, that is the question

Pop culture is rife with dystopian visions of a machine-dominated future. But we’re already seeing AI technology being used to complement human ingenuity and serve the greater good.

IBM Watson Health, for example, analyzes vast amounts of data (gathered via peer-reviewed research, doctors, family health history, even your FitBit) and leverages machine learning technology to recommend data-backed patient care plans.

From a marketing perspective, AI technology can be used to help marketers make better decisions about where to focus their efforts, and to create smarter tools that present prospects with the right offer, in the right place, at the right time. To — as Mitch shared with me — “create marketing [using] assumptions and knowledge that I myself may not even be aware of as a customer.”

Mitch says marketing AI goes beyond presenting relevant offers based on past purchases, but rather presenting offers that prospects will definitely act on or — at the very least — that the technology will “leverage and [learn] from to make it better and better each time — that sort of iterative learning that makes it better with each experience.”

Carl Schmidt, Unbounce co-founder and CTO, keeps a close eye on the digital marketing landscape and how AI and machine learning can — and in some cases already is — helping the digital marketer.

Carl says AI is already being used “to automate ad purchasing, create ad copy, score leads, identify customers at risk, select ad creative, run tests and more.”

Tomorrow (or in the near future rather) AI will empower marketers “to offer highly personalized marketing experiences,” says Carl. “Digital touch points (web, mobile, chat, automated voice) will understand the visitor’s context and preferences and construct messaging that is much more relevant; almost like a digital salesperson.”

Beyond that, Carl says AI could be leveraged to “deliver digital personas; online avatars that perfectly exhibit brand values and have a complete understanding of the brand’s products and services.”

Unbounce CTO Carl Schmidt talking about the future of AI and marketing at Unbounce’s Call to Action Conference.

Over the past 12 months, Carl and a team of data scientists and conversion optimization experts at Unbounce have been using machine learning to analyze hundreds of thousands of landing pages built in Unbounce.

The team believed they’d hit a significant milestone when they built a machine learning model that could predict whether landing page conversion rates are above or below industry averages with 80% accuracy.

But Carl and his team were eager to know how impressive that really was. Could human marketing experts do better?

Machine vs. Marketer: The challenge

Ever since chess champion Gary Kasparov’s stunning loss to IBM supercomputer Deep Blue more than 20 years ago, “man vs. machine” matchups have been used to gauge the advancement of AI technology.

In 2011, supercomputer Watson defeated Jeopardy! Champions Ken Jennings and Brad Rutter in an epic two-day match.

And just a few months ago Google’s AlphaGo defeated world champion Ke Jie in the ancient Chinese game Go. The game, which originated some 25 centuries ago, is known as one of the most challenging games ever created — one that you can spend your whole life mastering.

While we believe the future of marketing isn’t a question of “machines vs. marketers”, but, rather, machines helping marketers, let’s face it: everyone loves a good showdown.

A few weeks ago we welcomed 1200+ digital marketers to the fourth annual Call to Action Conference in Vancouver, Canada, just a couple blocks away from Unbounce headquarters.

As Carl said during his opening remarks, it was a perfect opportunity to test our AI technology against some of the savviest marketers in the world. But it also gave us the opportunity to “gauge customer reaction [and] educate and enlighten” (a.k.a. turn AI skeptics into believers).

“We’ve encountered folks who’ll tell us they’ll ‘never trust a machine,’” Carl says. “Or they ‘will always know better than a machine.’”

Marketers trying their hand at beating “The Machine”.

What they came up with was a mobile web challenge for attendees to test their conversion-predicting abilities against the machine they’ve been working on.

Here’s how it worked:

  • Using their phones, attendees were presented with one of 204 Unbounce-built landing pages.
  • Analyzing only the copy, the AI technology predicted whether the page had an above or below average conversion rate, as benchmarked against thousands of landing pages built in Unbounce.
  • Participants analyzed the pages at the same time and were asked to make their own predictions.

In total 427 digital marketers (including conference speakers and experts like Mari Smith, Joel Klettke and Talia Wolf) attempted to outsmart the machine.

But the human marketers were no match for “The Machine”. Like its predecessors (Deep Blue, Watson, AlphaGo) “The Machine” reigned supreme:

Not even the expert marketers were able to beat “The Machine”.

On paper, 2017 CTAConf speaker Joel Klettke is the perfect opponent. His expertise is conversion copywriting, and he promises his copy will “turn skeptics into advocates and prospects into paying customers.”

Because the algorithm only parses copy, you’d think these two would have a pretty fair fight, but no dice.

Joel, who got 57% correct, explains why he found the challenge so tricky:

“The tough thing is knowing what to look for and getting past your own biases. Some niches, offers and designs just hit me as “yuck.” Even as a copywriter, it takes some serious time to get into the shoes of the people you’re trying to write for; to understand what appeals to them or not.”

Kidding! Please don’t do this.

While we definitely do not (I repeat DO NOT) recommend firing your marketing department and hiring robots, the results provide us with a glimpse into the future of digital marketing, and how AI-powered conversion tools and insights will amplify our marketing efforts to build truly outstanding marketing experiences and better conversion growth.

Despite losing to “The Machine,” Joel seemed genuinely excited about what the challenge might indicate for the future of marketing and AI:

I think it tells me there’s room for some AI help out there. It’s not a wholesale replacement for research, critical thinking, empathy… but it’s a good barometer for how well you’ve put those elements together, at least from an algorithmic standpoint.

I’m excited to see what will happen when the machine gets better at accounting for context, like niches or types of offers. Many of the times that I beat the machine, it was because I understood how heavy a commitment the page was asking for and knew it’d drive conversions way down.

But, ultimately it opened my eyes a bit to how AI is going to gun for all of our jobs. Until then, we stand to gain a lot by playing nice with it.

Looking ahead to AI-powered conversion optimization

Yosem Sweet is Unbounce’s Director of Business Optimization. He’s been working closely with Unbounce’s data scientists to develop applications of AI to conversion rate optimization.

I asked Yosem to explain how this was possible:

AI-powered conversion optimization leverages a computer’s capability to process large amounts of data to find patterns. These patterns are then used to help the conversion optimization process by: reducing the time needed to generate winning hypotheses, reducing the effort needed to make better pages and (hopefully) finding unexpected solutions to conversion problems.

It’s interesting, no doubt, but how it might look is the cool part.

Yosem says there are a lot of different forms AI-powered conversion optimization will take, “everything from copy suggestions and auto-layout of content to strategic recommendations on driving specific traffic sources for a campaign.”

“The sky’s the limit,” says Yosem, “but before we get to the utopian future, we’d like to start by using AI to help marketers understand where they should focus their optimization efforts. Traffic? Copy? Design? Offer? And which pages have a lot of opportunity for improvement?”

Ultimately Yosem wants to “free marketers up to focus on the creative and strategic aspects of their job.”

Again, giving marketers back precious time is the key here — augmenting their toolkit to help them provide over-the-top amazing marketing experiences and, ideally, giving them superpowers.

And if you too think that, as Joel puts it, AI will be gunning for our jobs, Facebook marketing expert, author and CTAConf speaker Mari Smith begs to differ. She insists that there will always be a place for real-life marketers:

Us humans can sometimes be unpredictable and will always crave real, human-to-human connecting. Businesses that go the extra mile, that provide extraordinary customer service and excellent post-sales follow-up and that surprise and delight their best customers…these are the businesses that will stand out and thrive in the long run.

(Cue collective sigh of relief.)

What this means for digital marketers

Here’s the thing: Most marketers either don’t know what a good conversion rate is or can’t tell if a particular page can achieve its target conversion rate. This data just hasn’t been available, so even the most seasoned marketers rely on anecdotal evidence and gut instinct to determine these benchmarks.

AI technology can help bridge this gap.

I asked a handful of marketers what this type of technology might mean for them, and no matter how tiny (or robust) there team was, the reaction was the same: AI-powered conversion optimization would amplify their results and multiply their time.

Johnathan Dane is founder and CEO of Klientboost, a fast-paced PPC agency based in Irvine, California.

When he’s not speaking at CTAConf (he’s done so the last two years) he works with his clients to get them the best results for their PPC spend.

For Johnathan et al, AI-powered conversion automation would mean zooming out from the nitty gritty details and spending more time doing the things he loves.

We’d be able to strengthen our retention rate even more than it is now (one of our core focuses behind the curtains).

It would allow us to shift our resources towards other things that help grow our business, like using time to build partnerships, launch new marketing campaigns, create more of the content that has gotten us known on other platforms.

CTAConf attendee and marketing specialist Kelsey McFarlane of Orchestra Software shared a similar sentiment. The company she works for builds business software for craft brewers and distilleries.

Competition in her industry is minimal, since many of their competitors are not currently using digital marketing. But her team is small, so anything to amplify their efforts is huge.

We’re a really small marketing team — there are only three of us. So for us to gather the data to create the landing pages and then distribute [resources] to do A/B testing — we would be able to cut down on how much time is spent doing something that computers can already do for us. So it could streamline our team and make them pay attention to the more important aspects of what’s going on.

Joel on the other hand says he would spend more time not doing work.

A part of me wants to say I’d put that time into building out my other business ventures, trying to future-proof myself and make sure I’m constantly offering services that are relevant and robots can’t steal. But, honestly? I’d probably just get my projects done earlier, and then try to get outside. Life’s short, money is fleeting, and fresh air is important.

Start integrating AI insights into your marketing today

No matter how smart, no matter how scrappy your team is, if you don’t start leveraging the power of AI in your marketing efforts, you will be at a competitive disadvantage.

In the near future, AI will amplify your marketing efforts and multiply your conversions, but more importantly, it will free up your time to focus on the most creative and impactful parts of your job. .

Johnathan explains it best: “Too many people think that they need more money to grow their business (which is easy), carving time is the hard part, and that’s what AI would help us with.”

As Unbounce’s AI gets smarter and we learn more about the variables (copy, images, form fields, traffic sources, etc.) that influence conversion, we will be sharing our learnings and insights with our customers and readers.

We recently released the Unbounce Conversion Benchmark Report — an analysis of 74,551,421 visitors to 64,284 lead generation landing pages created in the Unbounce platform this year.

The Unbounce Conversion Benchmark Report is filled with industry-specific data, graphs and actionable takeaways.

The report provides marketers across 10 popular industries — including real estate, higher education, legal and more — with data-backed recommendations around copy length, emotion and reading ease. More importantly, it answers the previously unanswerable question, “What is a good conversion rate for my industry?”

Start working AI technology and insights into your landing page optimization process today — download the Unbounce Conversion Benchmark Report and find out what’s a good conversion rate for your industry.

Start implementing AI insights into your landing pages today

Get the Unbounce Conversion Benchmark Report and learn what copy converts for your industry
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437 Digital Marketers Went Head-to-Head with a Conversion-Predicting Machine — Who Reigns Supreme?

Your Website’s Menu Is Costing You Conversions and Here’s What To Do About It

compass nav

As a designer, developer, or marketer, it’s your job to develop something unique for your brand’s website. The reason for this is simple: you want to stand out from the generic chatter surrounding your brand in the market, and a unique style will help you do that. But sometimes being adventurous in design can do more harm than good. Case in point: the navigation. In a web usability report from KoMarketing in 2015, roughly half of their survey’s respondents reported using the navigation menu to acquaint themselves with a new website. On the flip side of that, 37% of respondents…

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Reinvent Your Marketing Funnels with Google Analytics Cohort Analysis and LTV Reports

cohort analysis report

There have been many published articles on marketing funnels emphasizing the need to track the full customer lifecycle, in order to determine the best return on campaign activity spend. Some provide tracking solutions through hacks (e.g. using customer variables), other articles suggest using an enterprise level solution (e.g. Salesforce or Google Analytics Premium). While there’s also a small number that argue the fact that the customer journey isn’t linear, which means it can’t be tracked. The main challenge is that multi-channel attribution was and is still (until the next update comes out) measured on assumptions on what the individual credited…

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Reinvent Your Marketing Funnels with Google Analytics Cohort Analysis and LTV Reports

How to Increase Conversions, Sign Ups, and Subscriptions with Web Push Notifications

web push notifications

It’s Friday afternoon, and Bill is frantically writing a rebuttal to a fiery political thread on Facebook. Smashing his keyboard violently with fingers of fury. Around 3 pm, a message flies in on the upper right-hand corner of his computer screen updating him of the final score of the Giants vs. Phillies game. “Giants lost?!? What?” At 4:30, another notification flies in telling him the pet food he was browsing online earlier in the week is available at his local pet store and he can grab it on the drive home. “Gizmo’s gun’ be happy tonight heh heh. JUMBONE for…

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How to Increase Conversions, Sign Ups, and Subscriptions with Web Push Notifications

How Kula Partners Followed A Structured Conversion Optimization Process Using VWO

The need for a structured, process-driven approach to conversion optimization (CRO) cannot be stressed enough. A structured CRO program is essential to deliver consistent and repeatable improvement in conversion rate and user experience (UX). Only a few organizations and agencies have adopted this approach to optimizing conversions; even fewer have been able to master it.

Kula Partners is one such agency that has actively practiced and advocated a structured CRO program. This story aims to highlight the optimization process followed by Kula Partners and how VWO helped it achieve success at each step of the process.

Based out of Nova Scotia, Canada, Kula Partners is a certified partner with VWO, offering services such as conversion optimization, inbound marketing, and web development. While optimizing conversions for its clients, Jeff White, Principal at Kula Partners, discovered that following a rigorous optimization process is what leads to success.

Synopsis of Kula’s Way of Optimizing for Success

The optimization process at Kula begins with identifying optimization opportunities on a client’s website or landing pages. It is done by closely analyzing website data and user behavior, using a variety of tools. Next, it hypothesizes ways to capitalize on each optimization opportunity. Hypotheses are then prioritized based on a few factors such as potential of improvement and effort in implementation. The hypotheses undergo A/B tests for validation, per its priority list. The results of A/B tests are thoroughly examined, and the learning is documented in a common knowledge repository. This repository is used to generate more hypotheses to optimize the website further. The cycle continues.

As Jeff puts it, “Optimizing a client’s site for conversion always starts for us with listening. We begin by implementing VWO heatmaps, clickmaps, and visitor recordings to see how people are using a site. Combined with analytics from tools such as Google Analytics and HubSpot, we’ll look for the pages that have the biggest opportunities for conversion optimization based on total number of visits and current conversion rates. Once we have a good understanding of how people are using those pages, we’ll implement a series of tests to see how best to improve the conversion rate. Sometimes this takes the form of simple changes to the body copy, button position and format. In other cases, it may mean making much larger bets and designing a wholly different, alternative landing page.

After we’ve an opportunity to implement revisions on a client site, we’ll continue to monitor the results to see how site visitors interact and refine the interface to improve the user experience even further.”

Since 2014, Kula has been trusting VWO for its optimization strategy. It has been using new features as they come up to achieve better conversions for its client websites.

Step-by-Step Process-Oriented Approach to Conversion Optimization

Let’s talk about how Kula puts its well-defined process into practice.


Step1: Identifying Optimization Opportunities

The first step in optimizing a website for more conversions is to establish baselines. This means setting up key metrics or goals that clearly indicate visitor actions and conducting quantitative analysis around these goals. Visitor actions leading to completion of a final goal (such as Checkout in case of eCommerce) are tracked as funnels. The website conversion funnel is extremely effective in spotting leaks—pages from which most users drop off.

Kula uses robust tools such as Google Analytics and HubSpot to track key metrics and discover potential leaks. These tools also point to high-value pages on a website—the pages that attract the highest traffic and the pages that contribute to many conversions.

Jeff says, “We identify opportunities for testing through a number of ways. We establish website funnels in tools such as HubSpot, Google Analytics and MixPanel. We then monitor conversion rates across the funnel to see areas that may be ripe for improvement. “

Step 2: Analyzing Visitor Behavior

After identifying potential leaks, the next step is to analyze how visitors are interacting with these pages on the website. This calls for a qualitative analysis of how visitors behave on the website. Such analysis provides significant insights about why visitors are behaving in a certain way. For example, if a lot of visitors are abandoning sessions on a eCommerce home page, a heatmap or visitor recording can be used to find out what category of products they were looking for and what specific problems they faced while searching for the product. Knowing what deters users from completing a conversion step is an opportunity for optimization.

At Kula, the team takes help of VWO capabilities such as Heatmaps, Scrollmaps, Visitor Recordings, and Form Analysis to understand the usage habits of visitors. It also uses VWO On-page Surveys to directly ask visitors for feedback.

Jeff shares, “As stated above, we always start our tests by observing the present usage habits of site visitors through heatmaps, clickmaps, and visitor recordings. If it makes sense, we may also gather subjective data through exit surveys. Once we have found where users stumble, we formulate specific tests to try to improve conversion.

Here’s how Kula analyzed visitor behaviors for their clients, using VWO’s advanced capabilities:

Using Heatmaps to Improve Traffic Flow

Kula Partners was working on optimizing the Halifax International Airport Authority (HIAA) website by highlighting information for airport visitors at the forefront: arrivals and departures, parking information, and directions. Although the new website saw major traffic increase (more than 300%), the team continued to scout for more optimization opportunities.

A heatmap report of the HIAA home page revealed interesting insights—68% of all clicks on the home page were on the Departures tab and only 6% clicked back to the Arrivals tab.


Kula realized that this made perfect sense. Most of the traffic on the website home page would be coming to check when their flight is scheduled to depart. Far less people would look at the arrivals; they would do that only before receiving someone at the airport.

Based on this insight, Kula decided to make Departures as the default view on the home page. As a result, it saw a 20% drop in the number of visitors that clicked the other tab, which was Arrivals in this case.

Using Website Surveys Directly Provides Insights from Actual Visitors

This time, Kula was optimizing the website of Tirecraft—a company providing superior tires, wheels, accessories, and automotive services. The objective in this case was to increase the number of quotes users submit on the website.

To do that, it first tried to understand what prevented visitors from submitting a quote. It went ahead with a website survey and asked the website visitors, “What stopped you from submitting a quote request today?”

Visitors could choose their answers from the following options:

  • I prefer to purchase this product in person.
  • There was no pricing information available.
  • I need more information.
  • I can’t buy the product I want online.
  • Other.

The result of the survey highlighted the major pain points that users faced.


An overwhelming number of visitors responded with the second option “There was no pricing information available.”

Using Visitor Recordings to Optimize User Experience

Jeff shared an example of how Kula is using visitor recordings to help its clients.

We recently completed a large UX analysis project with a series of visitor recordings for a luxury extended stay apartment company with a national presence in Canada. Through this process, we’ve been able to develop a series of over 100 recommendations for improvement of the user experience. Our plan is to begin a series of extensive innovative A/B tests, starting with their product pages and moving to other areas of the site from there.”

Step 3: Planning and Prioritizing Testing Hypotheses

The insights and observations collected from quantitative and qualitative analyses act as fuel for the optimization engine. Our next key task is to manage this library of insights and build hypotheses for testing based on data insights.

A typical hypothesis statement looks like: Based on the observation that visitors are abandoning cart because they can’t find security seals on the checkout page, I expect that adding security seals on the checkout page will address the trust issues for visitors not completing the purchase.

There is a hypothesis aimed at addressing each optimization opportunity. Just as a thorough website analysis brings up multiple optimization opportunities, the hypotheses are also numerous. At most instances, it is not possible to validate all these hypotheses through A/B tests simultaneously. At that point, the hypotheses are prioritized on factors, including the potential to deliver positive results and ease of implementation. Prioritizing these hypotheses helps us pinpoint which tests to run first and which ones to park for future.

Kula also follows a similar prioritization model. Jeff adds, “Although we don’t specifically follow any single prioritization framework, our process most closely aligns with the PIE framework. As an agency with considerable dev chops, we’re lucky in that we can implement nearly any level of test no matter how complex. The question at that point is whether or not there’s enough potential lift in conversion to make the adjustment worthwhile.

The prioritization is usually implemented with the help of project management tools.

We record and detail our hypotheses for client tests using our project management tool, JIRA. We also maintain detailed notes about how to conduct tests and implement them in VWO, using Confluence, so that all Kula team members can quickly reference the correct processes.” explains Jeff.

Step 4: Validating Hypotheses with Testing

After the hypotheses are created and prioritized, it is time to test them. Testing a hypothesis helps you validate your thought process, and a winner assures the percentage of gain you’ll achieve by executing the change on the website. Based on the complexity of the change to be implemented, you should choose the type of test to run. For instance, it makes more sense to experiment with multivariate tests on websites with heavy traffic than on pages with low traffic.

Jeff talks about his experience with testing while he was working with rest of the team on creating a new version of the website to match the new positioning.

“We rolled out a version of the new layout for our HubSpot landing pages four months before we began designing the full site. The result was pretty solid—on our most popular asset landing page, we saw a conversion lift of nearly 10%. This gave us the confidence to deploy the design more widely.

Here is a screenshot of the test variations with the old version on the left and the new one on the right:”


Step 5: Analyzing Test Results and Documenting the Learning

The last leg of the optimization journey focuses on analyzing how the test results tie to visitor behavior and on saving learning from this analysis for future optimization.

Jeff explains, “When running tests, we review the results from VWO but also look at how GA and HubSpot are reporting on the changes in conversion or traffic behavior. We definitely document our results from previous tests in order to inform our future tests. These are also used in our presentations to clients on why/how we should implement CRO for their businesses.

Key Takeaways

  1. A process-driven strategy for optimizing conversions is the key to long-term success.
  2. To run the optimization engine for long-term growth, businesses need to adopt a structured approach that generates insights and learning that to act as fuel for this engine.
  3. The optimization process begins with first putting the baselines in place and finding areas of potential leaks. Next comes an in-depth view of how the visitors are behaving, that is, qualitative research. This is followed by recording and prioritizing hypotheses, which are validated through structured A/B testing.


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How To Increase Website Conversions With The Right Messaging

 Note: This is a guest article written by Josh Mendelsohn, VP of Marketing at Privy. Any and all opinions expressed in the post are Josh’s.

Let’s cut right to it. We all suck at conversion. According to E-marketer, 98% of online traffic leaves a site without filling out a form or completing a purchase. That means you have missed a chance to start building a relationship with potential customers. While it’s easy to shrug off a low on-site conversion rate, imagine if you owned a physical store and 100 people walked in… and 98 walked out without interacting with a represented or making a purchase. You’d be pretty sad, right? Yet, that’s what most of us are doing in our online stores and are not able to increase website conversions.

Why Do We Do This To Ourselves?

For starters, most organizations are thinking their product far more than they are thinking about conversion. If you’re a publisher, that might be the articles you are producing. If you’re an online store, it’s literally the products you are sourcing, merchandising, and selling. If you’re a non-profit, it’s the services you are providing to the world.

They are also likely thinking about how to drive site traffic. Whether that is through building a social media presence, paid search, radio, or even print ads.

And they may have even hired someone to think about the customer or member experience and how to keep those people engaged and generating word of mouth. But they often forget the middle, critical piece of the funnel, which is on-site conversion.

For the (much) smaller group of organizations who are actively trying to drive conversion, most fall into one of two camps. They either take a very passive approach because they don’t want to be too salesy. Or they take an overly aggressive approach with forms coming at a visitor from all angles, blocking a site’s core content.  But that’s not what good salespeople do. They take what they know about a prospect (in this case, a site visitor) and they use that to craft a message.

What We Know About Site Visitors

Through the magic of digital marketing, we know a lot about a site visitor without having to ask. While some people may find this creepy, for marketers it is an untapped goldmine of messaging opportunity.  For example, we can usually answer the question:

  • Where did they come from?
  • Is this their first visit?
  • What page are they on?
  • How many pages have they looked at?
  • What language do they speak?
  • What device are they on?
  • How much is in their cart?

What Do You Do With That Information?

While most organizations who have started thinking about conversion might have a simple opt-in form pop-up for visitors to their site, those who are focused on it can use the information we know to their advantage to create a more targeted experience for visitors to their site by crafting different messages based on who they are and what they have done. For the example below, I am going to imagine an E-Commerce company selling women’s clothing and I want to offer a 10% discount to new customers who sign up for my email list. While you probably wouldn’t want to hit someone with ALL of these messages, you can see how your core message might change based on what you know about a visitor.

Question What we know Messaging Strategy
Where did they come from? The visitor clicked on an Instagram ad featuring a specific blue swimsuit . Try featuring the product that they already expressed interest in within your message. “Looking for a new swimsuit? Get 10% off your first purchase by entering your email below.”
Is this their first visit? They have visited before but have never bought anything from you. Don’t treat them like a stranger! “Welcome back to my store! We’ve just launched a new product line. Sign up below to get 10% off your first purchase.”
What page are they on? They are on the “About” page of your site and not actually shopping. Try a “stay in touch” message over a discount. “Sign up to hear about new products and special offers.”
How many pages have they looked at?


How much is in their cart?

They have looked at 7 different pages in your store without adding anything to their cart, which means they are browsing but are not yet sold. “Having trouble finding what you are looking for? Sign up and we’ll let you know when we launch new products and give you a 10% discount for your first purchase.”
What language do they speak? The visitor’s primary language on their browser is spanish. “¡Bienvenidos a mi tienda! Regístrese abajo para obtener un 10% de descuento en su primera compra.”
What device category are they on? The visitor is on a mobile device, which is a great cue to slim down your text. “Sign up today for 10% off your first purchase.”

How To Deliver The Message

There are two things that you need to think about when delivering the message to your site visitors: timing and format. Let’s look at the format first :

1- Targeted displays – There are three categories of display types that drive the most on-site conversions.

– Popups: Popups, also known as lightboxes, typically display in the center of the website, or sometimes as “fly outs” in the corner.

– Bars: A full width bar that typically sits either on top of your site, or at the bottom.

– Banners: A more subtle interaction that sits at the top or bottom of a site, but starts in a “hidden” state until triggered, then rolls into sight at the desired time.

Pop-Ups for Increasing Website Conversions
Pop-Up for Targeted Display

More and more often, successful online stores are investing in automated and live chat to help reduce the anxiety that consumers feel before making a purchase from a new retailer. In fact, the availability of a “live” person on your site accomplishes two important goals:

– It allows people to ask any questions ahead of completing a purchase. Especially for larger ticket items, this inspires confidence that they are making the right decision

– It tells them that if something goes wrong with an order, there is a real person they can reach out to for help. The combination of those two factors makes shoppers more likely to hit the buy button.

Chat for Increasing Website Conversions
Engaging Visitors through Chat

3- Video
The third way of delivering the message that can have a huge impact on conversion is the use of video. Unlike static images and text, video helps bring your products to life and gives you the chance to both explain why someone should buy and put the product in a real life context. Or in some cases, lets you tell a broader story of how the product came to be in the first place.  Here’s an example of one I love (and am desperate to own.)

Product Videos for Increasing Website Conversions
Product Videos for Capturing Visitor Attention

Triggering Your Messages

The second consideration is deciding when to trigger each of your messages. There are four primary ways you can trigger a campaign to your desired audience.

  • Timer: The time trigger simply enables you to determine when to display your campaign, based on how long a visitor has been on your site. It could show immediately when a visitor lands, 10 seconds later, etc.
  • Exit intent: This trigger is growing in popularity. Exit intent tracks your visitors mouse movement, and if the visitor appears to be leaving or “exiting” your site, you can use that as a trigger for your campaign.
  • Scroll percentage: Show your campaign once a visitor has scrolled down your page a certain percentage.
  • Tabs: Tabs, or other visual calls to action can be customized to fit in with your site layout, and when clicked, trigger your campaign to display.

Which Converts Best?

Ultimately any combination of targeted messaging delivered through displays, videos, and chats will improve your conversion rate. We’ve looked at thousands of campaigns and found that each of the display types and triggers can be effective.  Because investing in video can take significant resources (time and money), I recommend starting with display and chat to deliver the right message at the right time. Once you have videos on hand, you can embed them on your product pages to level up your product content and add them into your displays to get them in front of shoppers as they navigate your site.

In terms of display types, banners are actually the highest converting format largely because they are less subtle than a simple “bar” but less frustrating to visitors than pop-ups that interrupt the browsing experience before a visitor has had a chance to consumer any of your content. In addition, we find that triggering a campaign in less than thirty seconds from the time a visitor lands on your site (or a specific page) is most effective in driving conversion.

Setting that data aside for a second, recent trends are showing that among the most impactful things you can do if you operate an online store is actually combining a pop-up with an exit intent trigger that serves as a “cart saver.” Simply put, if someone is visiting your store and attempts to leave by closing the browser tab or clicking the back button, you can show a message with a special offer that gets them to sign up and/or keep shopping while giving you permission to market to them in the future.

Exit Intent Pop-Ups to Increase Website Conversions
Exit Intent Pop-Ups

Walk. Jog. Run.

So, where do you get started? You don’t need to craft custom messages for every audience and every page on your site right out of the gate. We suggest thinking about one or two of your most common audiences and creating targeted offers and messages just for them that you can track, test, and adapt before rolling out a full on-site conversion program.


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How To Increase Website Conversions With The Right Messaging

Survey: What’s The Biggest Challenge For Your Online Business?

what is your biggest business challenge

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