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[Case Study] Ecwid sees 21% lift in paid plan upgrades in one month

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What would you do with 21% more sales this month?

I bet you’d walk into your next meeting with your boss with an extra spring in your step, right?

Well, when you implement a strategic marketing optimization program, results like this are not only possible, they are probable.

In this new case study, you’ll discover how e-commerce software supplier, Ecwid, ran one experiment for four weeks, and saw a 21% increase in paid upgrades.

Get the full Ecwid case study now!

Download a PDF version of the Ecwid case study, featuring experiment details, supplementary takeaways and insights, and a testimonial from Ecwid’s Sr. Director, Digital Marketing.



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A little bit about Ecwid

Ecwid provides easy-to-use online store setup, management, and payment solutions. The company was founded in 2009, with the goal of enabling business-owners to add online stores to their existing websites, quickly and without hassle.

The company has a freemium business model: Users can sign up for free, and unlock more features as they upgrade to paid packages.

Ecwid’s partnership with WiderFunnel

In November 2016, Ecwid partnered with WiderFunnel with two primary goals:

  1. To increase initial signups for their free plan through marketing optimization, and
  2. To increase the rate of paid upgrades, through platform optimization

This case study focuses on a particular experiment cycle that ran on Ecwid’s step-by-step onboarding wizard.

The methodology

Last Winter, the WiderFunnel Strategy team did an initial LIFT Analysis of the onboarding wizard, and identified several potential barriers to conversion. (Both in terms of completing steps to setup a new store, and in terms of upgrading to a paid plan.)

The lead WiderFunnel Strategist for Ecwid, Dennis Pavlina, decided to create an A/B cluster test to 1) address the major barriers simultaneously, and 2) to get major lift for Ecwid, quickly.

The overarching goal was to make the onboarding process smoother. The WiderFunnel and Ecwid optimization teams hoped that enhancing the initial user experience, and exposing users to the wide range of Ecwid’s features, would result in more users upgrading to paid plans.

Dennis Pavlina

Ecwid’s two objectives ended up coming together in this test. We thought that if more new users interacted with the wizard and were shown the whole ‘Ecwid world’ with all the integrations and potential it has, they would be more open to upgrading. People needed to be able to see its potential before they would want to pay for it.

Dennis Pavlina, Optimization Strategist, WiderFunnel

The Results

This experiment ran for four weeks, at which point the variation was determined to be the winner with 98% confidence. The variation resulted in a 21.3% increase in successful paid account upgrades for Ecwid.

Read the full case study for:

  • The details on the initial barriers to conversion
  • How this test was structured
  • Which secondary metrics we tracked, and
  • The supplementary takeaways and customer insights that came from this test

The post [Case Study] Ecwid sees 21% lift in paid plan upgrades in one month appeared first on WiderFunnel Conversion Optimization.

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[Case Study] Ecwid sees 21% lift in paid plan upgrades in one month

The Crazy Egg Guide to Google Search Console

These days, the first thing I do after setting up a new website is link it to Google Search Console. Previously known as Google Webmaster Tools, this free resource from Google shows how the search giant crawls and indexes websites. It is invaluable for anyone needing to monitor: Their site’s performance in search results Content accessibility Malware and spam issues Frankly, anyone who has a website should use this excellent tool. If you’re not already using it, here’s how you can get started. Note: If you ever find this guide to be out-dated, please reach out to me on Twitter…

The post The Crazy Egg Guide to Google Search Console appeared first on The Daily Egg.

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The Crazy Egg Guide to Google Search Console

Free Webinar Today! 5 Simple Steps to Profit with Google AdWords

This FREE webinar will be extremely valuable to you if: You’re just getting started with Google AdWords You’re already advertising but you want to improve your results When Is It? Tuesday, October 4, 2016 at 1pm Eastern. Here’s What This Free Webinar Will Do For You: You’ll learn how to identify the BEST keywords to advertise on, so you get more qualified leads and new customers (and avoid wasting money on irrelevant keywords or “tire kickers”). You’ll learn 2 key Campaign Settings that will instantly improve the quality of your traffic and help you generate more leads and customers from…

The post Free Webinar Today! 5 Simple Steps to Profit with Google AdWords appeared first on The Daily Egg.

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Free Webinar Today! 5 Simple Steps to Profit with Google AdWords

How Sport Chek is getting more value out of their value proposition

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TL;DR Canada’s largest sporting goods retailer has a multi-faceted optimization program, but two recent tests revealed impactful insights about the company’s ‘Free Shipping’ value proposition. Read the full case study here.

The Company

Sport Chek is Canada’s largest national retailer of sporting goods, footwear and apparel. We partnered with Sport Chek just over a year ago and have been working together to optimize their e-­commerce experiences, with the goal of increasing conversions in the form of transactions.

While Sport Chek’s conversion optimization program is multi-faceted, two different tests recently revealed impactful insights about one of the company’s value propositions.

What is a value proposition?

Value proposition can be thought of as a cost versus benefits equation that shows your prospects’ motivation. But it’s all about perception: if your perceived benefits outweigh the perceived costs, your prospects will be motivated to act.

Motivation = Perceived Benefits - Perceived Costs

Michael St Laurent

All value propositions have varying degrees of value depending on how they’re interpreted and how they’re communicated. Your benefits hold different weight for different people―it’s all about finding out which of your benefits are perceived to be most important to your prospects.

Michael St Laurent, Optimization Strategist, WiderFunnel

The value of ‘Free Shipping’

Sport Chek offers free shipping on online orders over a certain dollar amount. Of course, offering some degree of free shipping is basically par for the course in today’s e-commerce world. It’s a Point of Parity―these are the features that are important to your prospects that you also share with your competitors (the basic entry requirements to the game).

The question in this case was: How can Sport Chek communicate this offer in a way that provides more value to their customers? How can they make this Point of Parity look like a Point of Difference​―a feature that’s important to the prospect and unique to your business.

Related: For more on Points of Parity, Points of Difference and Points of Irrelevance, check out Chris Goward’s post “U​se these 3 points to create an awesome value proposition​“.

In this case study, you’ll read about:

  • Two experiments, one on the cart page and one on the product page, that led to substantial lift for Sport Chek
  • An unexpected variable that revealed an insight about the company’s ideal ‘Free Shipping’ threshold

The results of these experiments showed that ‘Free Shipping’ is an extremely elastic value proposition point for Sport Chek. At varying “you-qualify-for-free-shipping” price points, there are major swings in user behavior.

In the past, their ‘Free Shipping’ offer was an under-utilized value proposition because it wasn’t being emphasized in the right way. Now, this value proposition point is more visible and being communicated with more clarity.

Read the full case study here

Learn more about how Sport Chek extracted more value from their value proposition. Read the full case study here.

The post How Sport Chek is getting more value out of their value proposition appeared first on WiderFunnel Conversion Optimization.

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How Sport Chek is getting more value out of their value proposition

The Ultimate Guide to Running a Holiday Email Campaign [Free Ebook]

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In 2014, 35% of holiday shoppers relied on promotional emails to keep track of all the sweet deals. Can your customers count on you to keep them informed? And when your customers do open and click your emails, are you sending them to the right place?

Eliminate the guesswork with The Ultimate Holiday Email Marketing + Landing Page Guide, a free ebook written by Unbounce and the email experts at Campaign Monitor. It’s packed with the essential advice for running a delightful – and delightfully-successful – holiday campaign.

In this free ebook, you’ll learn how to:

  • Write subject lines that cut through the holiday chaos and make your message heard
  • Deliver personalized recommendations that encourage additional purchases
  • Craft high-converting landing pages for every single campaign
  • Ensure your content looks perfect on any device of any size

At 27 pages, you can finish reading it in the morning, plan your campaign in the afternoon, and reward yourself with some hot cocoa at night. (I recommend a dash of cayenne.)

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The Ultimate Guide to Running a Holiday Email Campaign [Free Ebook]

5 Ways Onsite Retargeting Can Supercharge Your A/B Testing Efforts

A/B testing is without doubt the poster-boy of conversion optimization methods. And if you are a regular reader of this blog, you are probably investing a lot of resources into your A/B tests.

Thanks to these efforts, a decent percent of your visitors might convert, but chances are that you are missing an even greater number. Is there a way to supercharge your results?

Yes! Yes! Yes!

Although A/B testing is a great way to find your best message, it has its limits as well: you simply can’t communicate to everyone. You may find the message that resonates with the largest visitor segment, but there will be other segments that are not receptive to your primary message.

That’s where traditional retargeting comes into play: you target your abandoning (non-converting) visitors at a later time. It gives you a second chance to communicate to them — and to convince them.

But retargeting has its limits as well: you can only reach a limited percent of your abandoning visitors, and it costs you money – quite a lot in fact, and unless you’re a big brand with a healthy retargeting spend, it’s very likely that you aren’t reeling in all abandoning users.

What if I showed you a way to get a second chance to convert visitors BEFORE they left your site? What if I told you, that with onsite retargeting you can double your chances to convert, and you can try your second best message?

So What Is Onsite Retargeting?

We call the traditional, PPC based retargeting offsite retargeting — because you retarget visitors AFTER they’ve left your site.

But there are ways to get a second chance with your visitors BEFORE they leave your site – and second chances are rare in online marketing. What would a second page view mean for your optimization efforts?

Onsite retargeting is about monitoring the behaviour of your visitors, and if their behaviour indicates that they are about to leave your site, retargeting them with a secondary message at the right moment.

This message is usually presented in a special type of popup (it is usually referred to as exit-intent popups), but there are several other display formats available.

As a great example here you can see the onsite retargeting message Visual Website Optimizer is using on their website:

Onsite Retargeting - VWO
And when you click on YES:

Onsite Retargeting VWO - Form Field

What Kind of Behaviour Indicates User’s Exit Intent?

The most widely accepted indicator of exit intent is movement of the mouse. When a visitor moves the mouse out of the page with the ‘right’ speed and the ‘right’ velocity, your message should appear.

But you can use other engagement related metrics as well, like showing a popup based on time spent on page (are they browsing that page too long?), or scroll behavior (have they finished reading the content, and now scrolling back? It is especially useful in mobile browsers), etc. The best onsite retargeting platforms support several popup trigger events.

Now that you know what onsite retargeting is about, let’s see how you can use it to boost your A/B testing results.

#1: Target Multiple Customer Segments

The primary message to visitors is usually centered around selling, or some harder conversion, like requesting a quote. Which is justified, since you paid a lot to acquire them, and this is where you make your money, right?

Right, but most of your visitors will not be ready to buy (or even sign up for a free trial) the first time they visit your site. Why? Because a visitor could be in any stage of the buying process:

Buying Stages of Customer

Can you communicate to visitors in all stages? Not likely, but you can definitely double your chances with onsite retargeting. You can push your sales messages to visitors in more advanced stages (who are already considering buying a solution for their needs), and you can back this primary message up with onsite retargeting campaigns specifically designed to convert early-stage visitors.

As a B2B software solution Antavo.com has a complex value proposition, which makes converting early stage visitors into leads difficult. That’s why they promote an easier conversion goal (a free introductory guide) to early stage customers:

Popup For Early Stage Buyer

Everyone loves FREE. Offering a free giveaway as an incentive is a great way to get people to sign up for your subscriber list. It’s a direct application of Cialdini’s principle of reciprocity — by giving something for free, a user is much likelier to return the favor by sharing his contact details. An ebook is one of the best free giveaways.

#2: Improve User Eperience

Optimizing for conversion often means that you have to push your offers in a more intrusive manner than you feel comfortable with. For example, you have to emphasize your lead magnet and your subscription box on your blog – but let’s admit that does not usually add to user experience. When you have to make a choice between user experience and conversions, picking one is never easy.

You must be thinking: right, and how will a popup help with that? The words ’pop-up’ and ’better user experience’ are rarely used together. We are used to annoying popups, which jump up at just the worst moment, blocking our view of the actually relevant content.

Well, onsite retargeting can help with that. First of all, the retargeting message will be triggered at just the right moment.  After all it will be shown when the visitor has just finished reading, and is about to leave your site – you are not distracting them while they are still browsing.

Plus, onsite retargeting allows you to optimize the original content better for user experience. You can make that subscription box a little less loud, and show your offer in an eye-catching format when visitors are about to leave.

You can also use onsite retargeting to forward visitors to other content that may interest them. This way you can have multiple opportunities to get that conversion. For example udemy.com uses onsite retargeting to promote their most popular categories:

Redirect to More Relevant Content - Udemy

Is this kind of message annoying for an engaged visitor? Not likely. Can it help you? Sure it can: you can redirect your visitors to your best content, and increase the chance of converting them.

#3: Redirect Users to Most Optimized Pages

You might have hundreds of landing pages (or regular pages) with significant traffic, but chances are you do not have the resources to optimize all these pages to the same level. More than likely there are a few top pages that you concentrate your optimization energies on.

Onsite retargeting can help you there as well: you can redirect abandoning visitors to these most optimized pages.

Bitninja, a leading server-security startup uses onsite retargeting to push users towards their most optimized sign up page (for free trial).

Redirect to Best Optimized Pages

Using onsite retargeting they increased the number of trial users by 65%.

#4: Personalize Display Messages

You have lots of visitor segments and customer groups, and they don’t respond the same way to each message. You should try to communicate messages that are relevant to the particular segment.

You can do that with onsite retargeting campaigns. Digital Marketer promotes the most relevant giveaway to each visitor of theirs.

If their visitor is interested in Facebook advertising? They show them a Facebook-related lead magnet:

Onsite Retargeting - Example

Are they interested in blogging? Show them a blogging related content:

Another Instance of Onsite Retargeting

And if they know nothing about the visitor’s interest? A universally relevant message is shown:

Without Segmentation - Generic Message

#5. Double A/B Testing Opportunities

Who told you that you can only test the primary message? You can test your onsite retargeting messages as well, and essentially double your test opportunities.

Conversific.com tested two different headlines in their onsite retargeting message, and the winner variation outperformed the other by 47 percent.

A/B Testing Popup Headlines

Is Onsite Retargeting For You?

If you are serious about improving conversions, then onsite retargeting is a great option to look into.

You want to use an onsite retargeting solution that allows you to easily set up and test different ideas without the need of coding. With the right software setting up your onsite retargeting campaigns can be done in hours, or in days at maximum if you have a more complex website with lots of different messages to communicate.

When done correctly, onsite retargeting will help you make your A/B testing efforts more effective by recovering users before they abandon your page, and giving you a second chance to convert them.

It’s your time to tell us now. Have you used onsite retargeting and how was your experience? Share your views, let’s all head back home a little wiser.

(Note: This is a guest post authored by Csaba Zajdo, founder of Optimonk, an award winning onsite retargeting platform.)

The post 5 Ways Onsite Retargeting Can Supercharge Your A/B Testing Efforts appeared first on VWO Blog.

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5 Ways Onsite Retargeting Can Supercharge Your A/B Testing Efforts

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Build a Killer Conversion Strategy with Nothing but Time and Empathy

Clear Your Calendar
You don’t need to hire an expensive CRO team to do great work. Just be ready to clear your calendar.

Conversion rate optimization is about different things to different people. For some, it’s simply about haphazardly changing elements on a page until people click more, and then it’s optimized! High fives all around!

You should not listen to those people.

If you want to build a real CRO strategy, based on sustainable optimization practices that will help you build a long-term business, ask the real experts. The ones who have staked their reputations and their livelihoods on their CRO knowledge.

This past April 9th, those experts came together to create over 24 hours of free programming, and over 10,000 people attended online and in-person events throughout the world.

We called it CRO Day. Well, we actually called it 2015 International Conversion Rate Optimization Day, but that didn’t fit into a hashtag.

With so many of the world’s top conversion minds sharing their techniques with the world, we thought this the perfect time to distill their wisdom into a punchy blog post!

Read on to learn what pros like Joanna Wiebe, Brian Massey, Talia Wolf and others think is crucial to building a killer CRO strategy that won’t just get you more clicks, but give you a better understanding of your customers.

If you don’t have the money, you’ll have to make the time

Joanna Wiebe and Brian Massey
Joanna Wiebe and Brian Massey, pictured at Call to Action Conference 2014

In their Ask Me Anything About CRO session, Joanna and Brian were asked what they felt the proper budget for a CRO team was. Their answer was instant and simultaneous:

One million dollars.

Okay, great. If you have a million dollars to spend on CRO, hit these two up.

On the off-chance that you don’t, you can work out a rough budget by multiplying the value of your conversions by a reasonable, estimated increase. Brian explained:

If I increase things by 10%, what is my annual increase in profit? That gives you an idea of what the upside is. So if you say, we could make $200,000 more with a 10% increase, yeah, I’m willing to spend $10,000, $20,000, $50,000 on conversion optimization.

If you can quantify the business impact that will come with increased conversions, you’ll have a better idea of just how much you should invest in CRO.

But how do you make CRO work on a small or non-existent budget? Joanna has some choice advice:

Take the budget that you have and apply it to learning. If you don’t have a lot of money, you have to have time. You don’t get to have no money and no time.

Thankfully, there are tons of free resources available that will help you become a CRO expert. (Like the over 24-hours of freely available content that was recorded during CRO day.)

And as Brian went on to elaborate, there are various free or inexpensive tools for analytics, click-tracking, session-tracking and conversion testing that become incredibly powerful once you’ve mastered the CRO basics.


If you can’t invest in a CRO team, spend your time learning to be a team of one.
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For the biggest conversion wins, test content over style

One of the most common CRO anecdotes is that changing the button color will increase your conversions, from anywhere between 5% and 100-billion-percent, depending on who’s telling the story.

It’s true that visual elements like button colors and background images can make measurable differences, but you’re not likely to see a huge impact from just fiddling with graphics. At least, that’s according to Ben Hunt, author of Convert!.

Ben HuntDuring his When CRO Goes Wrong webinar, he presented the results of 50 A/B tests he had run on both his own site and his clients’ sites, and broke down the differences in impact between style changes, content changes and changes that included both.

Ben Hunt's Graph
Comparing 50 A/B tests he had run, Ben realized that content changes far outperformed stylistic ones.

What he found was that purely stylistic changes tended to impact a page’s conversion rate by a mere 5%, and that he’s never reached a double-digit impact with stylistic changes alone.

Color, graphics, typography — does it matter? Yes, a little bit. But look at the content changes. They are typically between 5 and 20% — that’s the normal range when you’re changing content — and generally positive.

When someone comes to your site, they’re looking for real answers to a problem that they can’t solve on their own. Your content — be it copy, video, or informational graphics — is what’s going to provide those answers. So test it and perfect it.

This isn’t to say that strong design isn’t critical to having high-performing landing pages. But if you start by perfecting your message, you can then move on to create a design that supports it.

And that’s a surefire way to generate bigger wins with less effort.


To win big conversion boosts, test and perfect your message, not your color palette.
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Always be testing! No, seriously, do it

Once you’ve tested and discovered elements that perform well, it can be tempting to apply them all across your site and then move on something shiny and new.

While you shouldn’t necessarily spend all of your time iterating on basic elements, you should continue to explore new ideas for every element of your marketing campaigns. After all, the web is always changing, and so is your audience.

Adam AvramescuIf anyone knows about page optimization, it would be Adam Avramescu, head of education at Optimizely. He’s designed an experimental framework to help ensure that you are always learning from your tests, which he presented in a webinar entitled How To Create High-Converting Marketing Experiences with CCD and A/B Testing, which also included our own Oli Gardner.

Experimental-Framework

Adam’s framework is a cyclical process, with the final step leading back to the first. Let’s break down each step:

  • Determine the conversions to improve based on the KPIs that matter to your business (like your existing conversions, traffic, or revenue)
  • Form a hypothesis on how the conversion rate could be improved
  • Identify the variables — elements on your site — that can be adjusted to fulfill your hypothesis, and how they must be adjusted to do so
  • Run the experiment — an A/B or multivariate test — and wait patiently until you have enough conversions to be confident in the result
  • Measure the results and, based on what you can glean from them, decide which conversions you should improve next

As Adam says:

Optimization is a journey, not a destination. If testing is something you’re doing once, you’re leaving money on the table. Instead of testing one thing once, test everything, all of the time.


Hypothesize, test, learn and iterate — and do it all over again. Forever.
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Learn from your losers

Talia WolfIn the Top 5 Obstacles in CRO & How to Overcome Them Hangout, Talia Wolf of Conversioner reminded us that the the purpose of running optimization tests isn’t solely about increasing your conversion rate — it’s about learning from your experiments.

The whole idea of conversion optimization is not just to increase your conversion rate, per se. You want to be able to scale it and learn from the results of your tests. …

When you’re doing CRO the right way and you build hypotheses, and you have a strategy for each test, you are then able to understand the results — fail or win — because they are about your customer.

Bryan EisenbergWhat does it mean for your tests to be “about your customer”? Bryan Eisenberg of Market Motive suggests that instead of being in the business of selling your products, you should be in the business of helping your customers buy them:

Missed clicks, bounced visits and missed conversions are failures. When we throw ads up there and people don’t click, it means that we missed our targets. We didn’t understand them. When they click and they bounce right off, we didn’t satisfy them.

If they go through and they browse several pages but don’t convert, we didn’t help them buy. We didn’t answer all of their objections, answer all the questions they have in order to feel confident in purchasing from us.

Reframing failure not as a failure to convince, but as a failure to adequately address the concerns and needs of our audience will allow you to understand not just went wrong with a losing variant, but why.


Conversion failures are a failure to understand your audience.
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Play the long game

Conversion rate optimization isn’t about short-sighted “hacks” to get people to click a button that does whatever. If you approach it from that perspective, you might see some short-term gains, but you’ll fail to attract the very best customers for your business. And who are they? These are the questions Joanna recommends you ask yourself:

Who is most likely to buy your product, use it, be happy with it, tell their friends and then come back for more? … Does your value prop resonate with your ideal customer so strongly that they are absolutely willing to part with their money to get what you got?

CRO is a process that you have to invest in. And not just money or your time, but your intellect and your heart. Doing so is what has made the above experts so renowned for their work.

We’re only able to scratch the surface here, but if you want access to the 24+ hours of recordings from CRO Day, head over to the CRO Day website. It’ll take a while to get through everything, so consider starting with the events mentioned in this article. Trust us — it’s worth the time investment.


Continued here:  

Build a Killer Conversion Strategy with Nothing but Time and Empathy

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Your Social Media Campaigns Should Never Skip This One Step [PODCAST]

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Are you putting your social media campaigns to the test? Image by timlewisnm via Flickr.

On the surface, running a social media campaign seems relatively straightforward.

Write your copy, create your assets, set up tracking and then queue it all up in your social media scheduling tool. Simple enough, right?

But if you want to run social media campaigns that actually move the needle for your business and bring you measurable results, then there’s one important step you should never skip:

A/B testing your campaigns.

In this episode of the Call to Action podcast, we speak with Marcus Taylor, founder and CEO of Venture Harbour, about why (and how) you should be testing your social media campaigns.

In this episode you’ll learn…

  • The eight things you should be testing your Facebook ads for.
  • How Marcus used A/B testing to help a blog post go viral.
  • A simple design trick that’ll make your posts really pop in social media feeds.

Listen to the episode


Listen on iTunes.
Prefer Stitcher? We got your back.

Mentioned in the podcast


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Your Social Media Campaigns Should Never Skip This One Step [PODCAST]

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Want More Leads? Design Your Landing Pages Form First [PODCAST]

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Learn to generate leads like a boss. Image source.

When you created your last lead gen landing page, did you start by writing a punchy, benefits-driven headline?

Yes?

Not so fast. There might be a more effective place to start.

As Oli Gardner explained in our most recent episode of the Call to Action podcast, starting with your opt-in form can help you generate more leads.

In his free 7-Day Lead Gen Landing Page Course (and this podcast!) Oli teaches some tricks for growing your leads list like a boss.

In this episode you’ll learn…

  • How to grow your list using the concept of form-first design.
  • Why Unbounce intentionally creates friction in our hiring process.
  • The reason why Oli has a beef with the term “mobile-friendly.”

Listen to the episode


Listen on iTunes.
Prefer Stitcher? We got your back.

Mentioned in the podcast


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Link: 

Want More Leads? Design Your Landing Pages Form First [PODCAST]

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A Marketer’s Great Dilemma — Should Thou Direct to What’s Free or to What’s Paid — A/B Tested

P.S.(the pre-script one): Few days back I did a case study where adding the word “free” increased the button CTR for a company by 99.42%. And when I was looking at this test where a company eliminated the step involving “free”, they actually got a spike in their conversions. No, I am not surprised. A/B testing does question our instincts or what seems right. And a word of caution before I proceed — something that worked for one company, might or might not work for you.

The Company

EzLandlordForms is a typical example of business formed out of, “Solve a pain point. Even better, solve your own pain point!”.

Kevin, the founder, was a landlord back in 2005 when he thought of eliminating the trouble he was facing in creating the perfect lease. He launched the website EzLandlordForms, and since 2006, he along with his team has helped more than half a million landlords manage their properties with great ease. They sell all types of leases – residential, vacation, company, subleases, etc. and have hundreds of free lease forms in printable format.

The Test

To get more revenue from their online business, Brian, the Vice President of EzLandlordForms, signed up for VWO subscription. He tested a number of elements on the website to optimize it. In this case study, I’m going to talk about a test that EzLandlordForms did on their homepage, which increased their revenue per visitor by 20.4% and sales by 32.2%.

The test hypothesis was simple, yet interesting. They wanted to test whether taking the visitors directly to a paid goal from the CTA button was more valuable than a step-by-step approach of taking visitors to free forms first, and then to the purchase goal.

To test this hypothesis, they created 2 more variations of their homepage which was pitted against their original homepage. On their original homepage, the CTA button read “View Free Forms”. Since they offer a lot of printable free forms on their website, the CTA was pretty clear with its verbiage. But the problem was that it wasn’t helping them get paid conversions and account sign-up was a micro-conversion for them. In the words of Brian, “We were concerned the CTA was too indirect, and failed to push users to where they were most likely to convert.

This is how it looked:

Control

Their hypothesis was that by sending people directly to the paid state-specific lease agreements, they could increase their sales. To test this, they created 2 variations. The first variation took them to the intermediate page, same as the control, where they could sign-up for a free account and browse the free forms. The only change in this variation was CTA button text which was changed to “Create Lease”. This, they believed was a direct way to sell visitor paid state-specific leases than asking them to browse through the free ones first.

This is how it looked:

Winning Variation

The second variation went a step further, and even though it had the same text on the CTA button “Create Lease”, it dropped the intermediate page in-between and took users directly to the lease wizard.

The Result

In this test, they tracked 3 goals:

  • Revenue per visitor
  • Purchase conversion rate
  • Free account signup conversion rate

The primary objective of the test was to push people directly to the paid product. The test was run for a duration of 2 weeks and for about 6000 visitors. Second variation, in which they dropped the intermediate step of taking visitors to browse free forms, won and increased the conversion rate of purchase goal by 32.2% and revenue per visitor by 20.4%.

Why did the Second Variation Won?

  • The value proposition offered was different in the variation than in the control. Whereas, the CTA text on control said to view forms, the CTA text on variation was more specific towards the purchase goal and asked the people to create lease.
  • The variation dropped an intermediate step of taking visitors through the free forms. This solved two problems. One, it did not distract(and confuse) people who wanted to buy a state-specific lease by showing the free forms, and two, it eliminated one step towards the purchase goal. And we all know, lesser the friction towards the conversion, higher is the conversion rate.

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The post A Marketer’s Great Dilemma — Should Thou Direct to What’s Free or to What’s Paid — A/B Tested appeared first on VWO Blog.

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A Marketer’s Great Dilemma — Should Thou Direct to What’s Free or to What’s Paid — A/B Tested