Using heatmaps is like being Jason Bourne. You get to spy on your visitors and see exactly what they’re doing. And, like Jason Bourne, you’re not trying to be evil — you’re just trying to understand what they want. The same is true with SEO. You’re trying to understand what keywords people are searching for to find your business. You need to know what content you can create to drive links and keyword rankings. Essentially, the idea behind both is that the better you understand your audience, the better you’ll be at creating content that meets their needs. And when…
(This is a sponsored article.) More than ever, people are engaging with their phones in crucial moments. The average US user spends 5 hours per day on mobile. The vast majority of that time is spent in apps and on websites.
The difference between a good app and a bad app is usually the quality of its user experience (UX). A good UX is what separates successful apps from unsuccessful ones.
As a marketer, you cannot neglect the power of content. Sharing valuable information with your audience help you build trust with your audience and develop a strong and influential brand. We know that 61% of US online consumers are making purchases based on recommendations they read on blogs. Therefore, why wouldn’t you do the same thing? Why not set up a blog for your own company or the company you represent? I am not going into the technical details of setting up a company blog or how to make it web-ready for today’s environment, nor will I discuss the content…
And then we can push our designs further.
PRs and SEOs love press releases. You get an SEO boost, earning links from journalists in your space across a bunch of different sites. And you get traditional PR benefits. But focusing on your press page could bring much bigger dividends. Think of a press page in the context of broader strategy. If you’re emailing and phoning publications trying to get yourself or your client mentioned, you’re doing ‘outbound PR’ – the PR equivalent of cold calling. Surprise, surprise: journalists don’t really like it, and as Bloomberg’s David Lynch warns, ‘you’re going to strike out most of the time.’ A…
If you’re an active social networker, you already know that travel photos and social media go together like… aerial shots of brunch and social media.
So when we decided to throw a social media contest together for our upcoming Call to Action Conference, it seemed only fitting to make it travel themed. Not just because we like taking 10-second mental vacations by staring at pretty pictures of pretty places. But because Unbounce has done a little travelling itself.
After expanding to the German, Brazilian and Spanish markets over the past year, we opened an official Berlin office in January. Four walls, front door, ever-flowing kaffee and all. We’re thrilled that this year’s conference is the first we’ll host as a truly international company — and we want to celebrate by putting you on a plane with a free ticket to Call to Action Conference 2017.
What we want to know is:
What’s your favourite place in the world?
Tweet and/or Instagram a photo of wherever that may be (be it from your iPhoto gallery or Google Images, we can’t tell and we don’t care) with the caption:
“Fly me to #CTAConf @unbounce and make me love Vancouver as much as I love [insert location]”!
The winner will be announced at noon PST on Friday, June 3rd and receive a $1,000 flight voucher as well as a free ticket to Call to Action Conference, worth $999.
Click below for more contest details if you want them. And if you’re thinking, “What is CTAConf and why do I want a ticket to it?” then see what all the hoopla’s about.
Creating an effective color palette is a vital part of designing a website that works. But how do we get there? For some projects, you already have one or two colors picked out – maybe they’re your logo, or brand colors, and you’re working within those limitations when you create your site. For others, you’re starting from scratch. And some projects just need tweaking – minor adjustments to the color palette to make it more beautiful or usable. Whether you’re a seasoned pro looking to outsource some of the spadework of design, or you’re building a website for the first…
Note: This is a guest article written by Sujan Patel, co-founder of Web Profits. Any and all opinions expressed in the post are Sujan’s.
“If you build it, they will come” only works in the movies. In the real world, if you’re serious about e-commerce success, it’s up to you to grab the CRO bull by the horns and make the changes needed to maximize your growth.
Implementing an e-commerce CRO program may seem complex, and it’s easy to get overwhelmed by the number of possible things to test. To simplify your path to proper CRO, we’ve compiled a list of ways to optimize your site by channel.
This list is by no means exclusive; every marketing channel supports as many opportunities for experimentation as you can dream up. Some of these, however, are the easiest to put into practice, especially for new e-commerce merchants. Begin with the tactics described here; and when you’re ready to take your campaigns to the next level, check out the following resources:
Your website’s individual pages represent one of the easiest opportunities for implementing a conversion optimization campaign, thanks to the breadth of technology tools and the number of established testing protocols that exist currently.
These pages can also be one of the fastest, thanks to the direct impact your changes can have on whether or not website visitors choose to buy.
A number of opportunities exist for making result-driven changes to your site’s home page. For example, you can test:
Increasing prominence and appeal of CTAs: If visitors don’t like what you’re offering as part of your call-to-action (or worse, if they can’t find your CTA at all), test new options to improve their appeal.
Testing featured offers: Even template e-commerce shops generally offer a spot for featuring specific products on your store’s home page. Test which products you place there, the price at which you offer them, and how you draw attention to them.
Testing store policies – Free shipping is known to reduce cart abandonment. Implement consumer-friendly policies and test the way you feature them on your site.
Trying the “five-second test” – Can visitors recall what your store is about in 5 seconds or less? Attention spans are short, and you might not have longer than that to convince a person to stick around. Tools like UsabilityHub can get you solid data.
Making this change led to an estimated $100,000 in increased sales per year.
Proper CRO doesn’t just happen on your site. It should be carried through to every channel you use, including email marketing. Give the following strategies a try to boost your odds of driving conversions, even when past visitors are no longer on your site.
Use an established email marketing program to take the steps below:
Build lead nurturing content for all stages of the funnel: Following Digital Marketer’s Email Machine structure will ensure you cover indoctrination, engagement, ascendency, segmentation and re-engagement.
“4x higher open rates and 5x higher click rates compared to other promotional emails. Keeping in mind that in e-commerce, average revenue per promotional email is $0.02, welcome emails on average result in 9x higher revenue — $0.18. And if it’s optimized effectively, revenue can be as high as $3.36 per email.”
LiveChat Inc.’s report on chat greeting efficiency shares the example of The Simply Group, which uses customized greetings to assist customers having problems at checkout. Implementing live chat has enabled them to convert every seventh greeting to a chat, potentially saving sales that would otherwise be lost.
Content marketing may be one of the most challenging channels to optimize for conversions, given the long latency periods between reading content pieces and converting. The following strategies can help:
Tie content pieces to business goals.
Incorporate content upgrades.
Use clear CTAs within content.
Test content copy, messaging, use of social proof, and so on.
Test different distribution channels and content formats.
ThinkGeek uses YouTube videos as a fun way to feature their products and funnel interested prospects back to their site. Their videos have been so successful that they’ve accumulated 180K+ subscribers who tune in regularly for their content.
According to Invesp, “It costs five times as much to attract a new customer, than to keep an existing one.” Continuing to market to past customers, either in the hopes of selling new items or encouraging referrals, is a great way to boost your overall performance.
Don’t let your CRO efforts stop after a sale has been made. Some of your past clients can be your best sources of new customers, if you take the time to engage them properly.
Lastly, make CRO an ongoing practice by prioritizing it internally, rather than relegating it to “something the marketing department does.”
Ask CRO experts, and they’ll tell you that beyond the kinds of tactics and strategies described above, having a culture of experimentation and testing is the most important step you can take to see results from any CRO effort.
If you want an effective social media presence, you’re going to want images that fit with News Feeds, timelines and streams. Trouble is, the different channels all use different sizes and shapes for their images, and to keep you on your toes, they occasionally change them too. We have you covered, though. From staid, professional LinkedIn to noisy Twitter to the image extravaganza of Pinterest, here are the updated social media image sizes for the major channels. Facebook Facebook Photo Sizes Facebook Cover photo size: 851px x 315px desktop / 640 pixels wide by 360 pixels mobile Facebook Profile photo…
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.