Tag Archives: machine

Beyond the buzzword: What “artificial intelligence” means for marketing leaders, right now

By far the greatest danger of artificial intelligence is that people conclude too early that they understand it. ― Eliezer…Read blog postabout:Beyond the buzzword: What “artificial intelligence” means for marketing leaders, right now

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Beyond the buzzword: What “artificial intelligence” means for marketing leaders, right now

Afraid Of AI? Conquer Your Fears By Learning How It Can Boost Your Sales

It’s 2017, and the robots are here. However, artificial intelligence (AI) is nothing to be feared. In fact, AI will help boost your sales, increase conversions while ensuring that your business thrives and stays relevant in an ever-changing world. If you have resisted AI up until now because it sounded too complex, we’re going to explain how it can turbocharge your sales in plain, understandable English. We’ll be covering everything from chatbots, personal assistants to how AI can ramp up your email marketing efforts – as well as tighten up your security. As a business owner, this could be the…

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Afraid Of AI? Conquer Your Fears By Learning How It Can Boost Your Sales

Data-Backed Advice for High-Converting Real Estate Landing Page Design [+ FREE TEMPLATE]

You’re designing a landing page for your Real Estate client, and you turn to “best practice” advice articles to help guide the way.

But there’s a nagging voice at the back of your mind:

Does this “best practice” advice apply indiscriminately to my industry? Does this author really know anything about my audience at all?

“Best practices” become “better practices” when they are industry-specific.

When our design team was recently wireframing new landing page templates for the Unbounce builder, they set out to create industry-specific templates that addressed this truth: different audiences belonging to different industries behave differently. They have different pains, different motivators and different disincentives.

Firm believers that data needs to inform design, our design team sourced their research in two key areas:

  1. Data from the Unbounce Conversion Benchmark Report: The report includes average conversion rates for 10 popular industries, as well as Machine Learning-powered recommendations around reading ease, page length, emotion and sentiment.
  2. High-converting customer landing pages: Our designers looked at the top 10 highest-converting Unbounce landing pages in those industries, and analyzed common design and copy elements across the pages.

Our design team then combined insight from these two key areas of research to build out content and design requirements for the best possible landing page template for each of the 10 industries.

One of these industries was Real Estate, and now we want to share their findings with you.

See a breakdown of their process for designing the Real Estate page template at the bottom of this post, or read on for their key findings about what converts in the Real Estate industry.

Which copy elements convert best in the Real Estate industry?

Word count

The data scientists and conversion rate optimizers who put together the Unbounce Conversion Benchmark Report found that for Real Estate lead capture landing pages, short n’ sweet is better: overall, they saw 33% lower conversion rates for longer landing pages.

This chart shows how the word count relates to conversion rates for the Real Estate vertical. On the x-axis we have word count — on the y-axis, conversion rate.

This was consistent with what the design team saw across high-converting Unbounce customer landing pages in Real Estate: pages were relatively short with concise, to-the-point copy.

Reading ease

The Unbounce Convert Benchmark Report also revealed that in the Real Estate vertical, prospects want simple and accessible language. The predicted conversion rate for a landing page written with 6th grade level language was nearly double that of a page written at the university level.

This chart shows how conversion rates trend with changes to reading ease for the Real Estate Industry. On the x-axis we have the Flesch Reading Ease score — on the y-axis, conversion rate.
According to the Unbounce Conversion Benchmark Report, 41.6% of marketers in the Real Estate industry have at least one page that converts at less than 1.3% (in the 25th percentile for this industry). Download the report here to see the full data story on Real Estate and get recommendations for copy, sentiment, page length and more for nine additional industries.

Fear-inducing language

The Unbounce Conversion Benchmark Report used an Emotion Lexicon and Machine Learning to determine whether words associated with eight basic emotions (anger, anticipation, disgust, fear, joy, sadness, surprise and trust) affected overall conversion rates.

While these emotions did not seem to dramatically correlate with conversion rate in the Real Estate vertical, fear-based language was the exception. We saw a slight negative trend for pages using more fear-inducing terms:

This chart shows how the percentage of copy that evokes fear is related to conversion rates for the Real Estate vertical. On the x-axis we have the percentage of copy that uses words related to fear — on the y-axis, conversion rate.

If more than half a percent of your copy evokes feelings of fear, you could be hurting your conversion rates.

Here are some words commonly associated with fear on Real Estate lead capture landing pages: highest, fire, problem, watch, change, confidence, mortgage, eviction, cash, risk…

See the full list in the Unbounce Conversion Benchmark Report.

Calls to action

When our designers looked at the top 10 highest-converting Unbounce customer landing pages in the Real Estate vertical, they took a close look at the calls to action and found that:

  • Every page provided a detailed description of the offer
  • Almost all had a “request a call back” or “call us” option (other CTAs included “get more info,” “apply now” and “get the pricelist”)
  • Most did an excellent job of including button copy that reinforces what prospects get by submitting the form
If you use a “call us” CTA on your landing pages, make sure you try out our CallRail integration. This will help you track which calls are a result of your paid spend and landing pages!

Here are some examples of the forms and calls to action on some of our highest-converting Real Estate lead capture landing pages:

The usual suspects (benefits, social proof, UVP…)

Without much exception, the pages featured a lot of the copywriting elements that one would expect to see on any high-converting landing page (regardless of vertical):

  • Detailed benefits listed as bullet points
  • A tagline that reinforces the unique value proposition or speaks to a pain point:
  • And not surprisingly, testimonials. One page went above and beyond with a video testimonial:

Which design elements convert best in the Real Estate industry?

The highest-converting Real Estate landing pages included lots of imagery:

  • Beautiful hero shots of the interior and exterior of properties
  • Maps
  • Full-width photography backgrounds
  • Floor plans

Some examples:

Our designers also studied other design features as basic guidelines for the template they were then going to create.

While these specifics are meant to be taken with a grain of salt (you may already have brand colors and fonts!) they could serve as a good starting point if you’re starting completely from scratch and want to know what others are up to.

Many of the high-converting pages had:

  • San-serif fonts
  • Palettes of deep navy and forest green
  • Orange (contrasting) call to action buttons
The highest-converting landing pages in the Real Estate industry sit at 11.2%. If your Real Estate page converts at over 8.7%, you’re beating 90% of your competitors’ pages. See the breakdown of median and top conversion rates (and where you stand!) via the Unbounce Conversion Benchmark Report.

Behold, the template our designers created

After synthesizing all that research, our Senior Art Director Cesar Martínez took to his studio (okay, his desk), and drafted up this beautiful Real Estate landing page template:

Not only is the template beautiful, it was created by analyzing actual data: what makes for a high-performing landing page in the Real Estate industry via the Unbounce Benchmark Report and high-converting customer pages.

Footnote: The design process

Curious about the process our designers used to develop this data-backed Real Estate landing page template? Here are the steps they followed:

  1. For the 10 highest-converting customer landing pages, they analyzed all common elements (such as form, what type of information is collected, what type of offer, if there are any testimonials, etc). This allowed them to build their content requirements.
  2. They referred to the word count recommendations in the Unbounce Conversion Benchmark Report and designed for that word count limit.
  3. They referred to reading ease level recommendations for that specific industry from the Benchmark Report and shared the information with their copywriter.
  4. They sketched out a rough idea of their potential landing page template.
  5. They selected typography and colors relevant to the industry based on what was popular in the 10 examples.
  6. They named their imaginary company in the industry and sketched out some potential logos. They picked photography built out a moodboard.
  7. That helped them gather all the information they needed to build out their template!

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Data-Backed Advice for High-Converting Real Estate Landing Page Design [+ FREE TEMPLATE]

Glossary: Guerilla Marketing

guerilla marketing

Guerrilla marketing is a form of marketing that utilizes unconventional tactics to get maximum results when promoting a business or service. As the name suggests, this style of marketing relies heavily upon surprise, creativity and shock and awe tactics. Thus, large quantities of money are not necessarily required to perform guerrilla marketing — making it an ideal strategy for startups, small businesses and enterprises alike. It’s a much more personal form of marketing and tends to humanize even the largest of brands. Regardless of the size of your company, a little excitement and buzz surrounding your brand can always be…

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Glossary: Guerilla Marketing

Web Development Reading List #181: Mass Deployments, Prepack, And Accessible Smart Cities

In a world between building accessible interfaces, optimizing the experiences for users, and big businesses profiting from this, we need to find a way to use our knowledge meaningfully. When we read that even the engineers who built it don’t know how their autonomous car algorithm works or that the biggest library of books that mankind ever saw is in the hand of one single company and not accessible to anyone, we might lose our faith in what we do as developers.

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Web Development Reading List #181: Mass Deployments, Prepack, And Accessible Smart Cities

Marketing Machines: Is Machine Learning Helping Marketers or Making Us Obsolete?

Hollywood paints a grim picture of a future populated by intelligent machines. Terminator, 2001: A Space Odyssey, The Matrix and countless other films show us that machines are angry, they’re evil and — if given the opportunity — they will not hesitate to overthrow the human race.

Films like these serve as cautionary tales about what could happen if machines gain consciousness (or some semblance of). But in order for that to happen humans need to teach machines to think for themselves. This may sound like science fiction but it’s an actual discipline known as machine learning.

machine-learning-and-marketing-featured-650
The machines are coming. But fear not — they could help you become a better marketer. Image via Shutterstock.

Still in its infancy, machine learning systems are being applied to everything from filtering spam emails, to suggesting the next series to binge-watch and even matching up folks looking for love.

For digital marketers, machine learning may be especially helpful in getting products or services in front of the right prospects, rather than blanket-marketing to everyone and adding to the constant noise that is modern advertising. Machine learning will also be key to predicting customer churn and attribution: two thorns in many digital marketers’ sides.

Despite machine learning’s positive impact on the digital marketing field, there are questions about job security and ethics that cannot be swept under the rug. Will marketing become so automated that professional marketers become obsolete? Is there potential for machine learning systems to do harm, whether by targeting vulnerable prospects or manipulating people’s emotions?

These aren’t just rhetorical questions. They get to the heart of what the future of marketing will look like — and what role marketers will play in it.

What is Machine Learning?

Machine learning is a complicated subject, involving advanced math, code and overwhelming amounts of data. Luckily, Tommy Levi, Director of Data Science at Unbounce, has a PhD in Theoretical Physics. He distills machine learning down to its simplest definition:

You can think of machine learning as using a computer or mathematics to make predictions or see patterns in data. At the end of the day, you’re really just trying to either predict something or see patterns, and then you’re just using the fact that a computer is really fast at calculating.

You may not know it, but you likely interact with machine learning systems on a daily basis. Have you ever been sucked into a Netflix wormhole prompted by recommended titles? Or used Facebook’s facial recognition tool when uploading and tagging an image? These are both examples of machine learning in action. They use the data you input (by rating shows, tagging friends, etc.) to produce better and more accurate suggestions over time.

Other examples of machine learning include spell check, spam filtering… even internet dating — yes, machine learning has made its way into the love lives of many, matching up singles using complicated algorithms that take into consideration personality traits and interests.


Machine learning may be helpful in getting products or services in front of the right prospects.
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How Machine Learning Works

While it may seem like witchcraft to the layperson, running in the background of every machine learning system we encounter is a human-built machine that would have gone through countless iterations to develop.

Facebook’s facial recognition tool, which can recognize your face with 98% accuracy, took several years of research and development to produce what is regarded as cutting-edge machine learning.

So how exactly does machine learning work? Spoiler alert: it’s complicated. So without going into too much detail, here’s an introduction to machine learning, starting with the two basic techniques.

Supervised learning

Supervised learning systems rely upon humans to label the incoming data — at least to begin with — in order for the systems to better predict how to classify future input data.

Gmail’s spam filter is a great example of this. When you label incoming mail as either spam or not spam, you’re not only cleaning up your inbox, you’re also training Gmail’s filter (a machine learning system) to identify what you consider to be spam (or not spam) in the future.

Unsupervised learning

Unsupervised learning systems use unlabeled incoming data, which is then organized into clusters based on similarities and differences in the data. Whereas supervised learning relies upon environmental feedback, unsupervised learning has no environmental feedback. Instead, data scientists will often use a reward/punishment system to indicate success or failure.

According to Tommy, this type of machine learning can be likened to the relationship between a parent and a young child. When a child does something positive they’re rewarded. Likewise, when “[a machine] gets it right — like it makes a good prediction — you kind of give it a little pat on the back and you say good job.”

Like any child (or person for that matter), the system ends up trying to maximize the positive reinforcement, thus getting better and better at predicting.

The Power of Machine Learning

A lot of what machine learning can do is yet to be explored, but the main benefit is its ability to wade through and sort data far more quickly and efficiently than any human could, no matter how clever.

Tommy is currently experimenting with an unsupervised learning system that clusters landing pages with similar features. Whereas one person could go through a few hundred pages in a day, this model can run through 300,000 pages in 20 minutes.

How do your landing page conversion rates compare against your industry competitors?

We analyzed the behavior of 74,551,421 visitors to 64,284 lead generation landing pages. Now we want to share average industry conversion rates with you in the Unbounce Conversion Benchmark Report.
By entering your email you’ll receive other resources to help you improve your conversion rates.

The advantage is not just speed, it’s also retention and pattern recognition. Tommy explains:

To go through that many pages and see those patterns and hold it all in memory and be able to balance that — that’s where the power is.

For some marketers, this raises a troubling question: If machine learning systems solve problems by finding patterns that we can’t see, does this mean that marketers should be worried about job security?

The answer is more nuanced than a simple yes or no.

Machine Learning and the Digital Marketer

As data becomes the foundation for more and more marketing decisions, digital marketers have been tasked with sorting through an unprecedented amount of data.

This process usually involves hours of digging through analytics, collecting data points from marketing campaigns that span several months. And while focusing on data analysis and post-mortems is incredibly valuable, doing so takes a significant amount of time and resources away from future marketing initiatives.

As advancements in technology scale exponentially, the divide between teams that do and those that don’t will become more apparent. Those that don’t evolve will stumble and those that embrace data will grow — this is where machine learning can help.


Marketers that don’t embrace data will fumble. Those that do will grow — ML can help.
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That being said, machine learning isn’t something digital marketers can implement themselves after reading a quick tutorial. It’s more comparable to having a Ferrari in your driveway when you don’t know how to drive standard… or maybe you can’t even drive at all.

Until the day when implementing a machine learning system is just a YouTube video away, digital marketers could benefit from keeping a close eye on the companies that are incorporating machine learning into their products, and assessing whether they can help with their department’s pain points.

So how are marketers currently implementing machine learning to make decisions based on data rather than gut instinct? There are many niches in marketing that are becoming more automated. Here are a few that stand out.

Lead scoring and machine learning

Lead scoring is a system that allows marketers to gauge whether a prospect is a qualified lead and thus worth pursuing. Once marketing and sales teams agree on the definition of a “qualified lead,” they can begin assigning values to different qualified lead indicators, such as job title, company size and even interaction with specific content.

These indicators paint a more holistic picture of a lead’s level of interest, beyond just a form submission typically associated with lead generation content like ebooks. And automating lead scoring takes the pressure off marketers having to qualify prospects via long forms, freeing them up to work on other marketing initiatives.

Once the leads have reached the “qualified” threshold, sales associates can then focus their efforts on those prospects — ultimately spending their time and money where it matters most.

Content marketing and copywriting

Machine learning models can analyze data points beyond just numbers — including words on your website, landing page or PPC ads. Machine learning systems can find patterns in language and detect words that elicit the most clicks or engagement.

Is emotional copywriting on your landing page effective in your industry?

We used machine learning to help create the Unbounce Conversion Benchmark Report, which shares insights on how different aspects of page copy correspond to conversion rates across 10 industries.
By entering your email you’ll receive other resources to help you improve your conversion rates.

But can a machine write persuasive copy? Maybe, actually.

A New York-based startup called Persado offers a “cognitive content platform” that uses math, data, natural language processing, emotional language data and machine learning systems to serve the best copy and images to spur prospects into action. It does this by analyzing all the language data each client has ever interacted with and serving future prospects with the best possible words or phrases. An A/B test could never achieve this at the same scale.

Think this is a joke? With over $65 million in venture capital and a reported average conversion rate uplift of 49.5% across 4,000 campaigns, Persado’s business model is no laughing matter.

Still, there is no replacement for a supremely personalized piece of content delivered straight to your client’s inbox — an honest call to action from one human to another.

Recently Unbounce’s Director of Campaign Strategy, Corey Dilley, sent an email to our customers. It had no sales pitch, no call to action button. It was just Corey reaching out and saying, “Hey.”

corey-dilley-marketing-email-1

Corey’s email had an open rate of 41.42%, and he received around 80 personal responses. Not bad for an email written by a human!

Sometimes it’s actions — like clicks and conversions — you want to elicit from customers. Other times the goal is to build rapport. In some cases we should let the machines do the work, but it’s up to the humans to keep the content, well, human.


There is no replacement for personalized content and an honest ask from one human to another.
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Machine learning for churn prediction

In the SaaS industry, churn is a measure of the percentage of customers who cancel their recurring revenue subscriptions. According to Tommy, churn tells a story about “how your customers behave and feel. It’s giving a voice to the customers that we don’t have time or the ability to talk to.”

Self-reporting methods such as polls and surveys are another good way to give a voice to these customers. But they’re not always scalable — large data sets can be hard for humans to analyze and derive meaning from.

Self-reporting methods can also skew your results. Tommy explains:

The problem with things like surveys and popups is that they’re only going to tell you what you’ve asked about, and the type of people that answer surveys are already a biased set.

Machine learning systems, on the other hand, can digest a larger number of data points, and with far less bias. Ideally the data is going to reveal what marketing efforts are working, thus leading to reduced churn and helping to move customers down the funnel.

This is highly relevant for SaaS companies, whose customers often sign up for trials before purchasing the product. Once someone starts a trial, the marketing department will start sending them content in order to nurture them into adopting the service and become engaged.

Churn models can help a marketing team determine which pieces of content lead to negative or positive encounters — information that can inform and guide the optimization process.

Ethical Implications of Machine Learning in Marketing

We hinted at the ethical implications of machine learning in marketing, but it deserves its own discussion (heck, it deserves its own book). The truth is, machine learning systems have the potential to cause legitimate harm.

According to Carl Schmidt, Co-Founder and Chief Technology Officer at Unbounce:

Where we are really going to run into ethical issues is with extreme personalization. We’re going to teach machines how to be the ultimate salespeople, and they’re not going to care about whether you have a compulsive personality… They’re just going to care about success.

This could mean targeting someone in rehab with alcohol ads, or someone with a gambling problem with a trip to Las Vegas. The machine learning system will make the correlation, based on the person’s internet activity, and it’s going to exploit that.

Another dilemma we run into is with marketing aimed at affecting people’s emotions. Sure copywriters often tap into emotions in order to get a desired response, but there’s a fine line between making people feel things and emotional manipulation, as Facebook discovered in an infamous experiment.

If you aren’t familiar with the experiment, here’s the abridged version: Facebook researchers adapted word count software to manipulate the News Feeds of 689,003 users to determine whether their emotional state could be altered if they saw fewer positive posts or fewer negative posts in their feeds.

Posts were deemed either positive or negative if they contained at least one positive or negative word. Because researchers never saw the status updates (the machine learning system did the filtering) technically it fell within Facebook’s Data Use Policy.

However, public reaction to the Facebook experiment was generally pretty scathing. While some came to the defense of Facebook, many criticized the company for breaching ethical guidelines for informed consent.

In the end, Facebook admitted they could have done better. And one good thing did come out of the experiment: It now serves as a benchmark for when machine learning goes too far, and as a reminder for marketers to continually gut-check themselves.

For Carl, it comes down to intent:

If I’m Facebook, I might be worried that if we don’t do anything about the pacing and style of content, and we’re inadvertently presenting content that could be reacted to negatively, especially to vulnerable people, then we would want to actively understand that mechanism and do something about it.

While we may not yet have a concrete code of conduct around machine learning, moving forward with good intentions and a commitment to do no harm is a good place to start.

The Human Side of Machine Learning

Ethical issues aside, the rise of machines often implies the fall of humans. But it doesn’t have to be one or the other.

“You want machines to do the mundane stuff and the humans to do the creative stuff,” Carl says. He continues:

Computers are still not creative. They can’t think on their own, and they generally can’t delight you very much. We are going to get to a point where you could probably generate highly personal onboarding content by a machine. But it [will have] no soul.

That’s where the human aspect comes in. With creativity and wordsmithing. With live customer support. Heck, it takes some pretty creative data people to come up with an algorithm that recognizes faces with 98% accuracy.

Imagine a world where rather than getting 15 spam emails a day, you get just one with exactly the content you would otherwise be searching for — content written by a human, but served to you by a machine learning system.

While pop culture may say otherwise, the future of marketing isn’t about humans (or rather, marketers) versus machines. It’s about marketers using machines to get amazing results — for their customers and their company.

Machine learning systems may have an edge when it comes to data sorting, but they’re missing many of the things that make exceptional marketing experiences: empathy, compassion and a true understanding of the human experience.

Editor’s note: This article originally appeared in The Split, a digital magazine by Unbounce.

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Marketing Machines: Is Machine Learning Helping Marketers or Making Us Obsolete?

How to Leverage eCommerce Conversion Optimization Through Different Channels to Maximize Growth

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.

Yet, despite the potential of conversion rate optimization to have a major impact on your store’s bottom line, only 59% of respondents to an Econsultancy survey see it as crucial to their overall digital marketing strategy. And given that what’s out of sight is out of mind, you can bet that many of the remaining 41% of businesses aren’t prioritizing this strategy with the importance it deserves.

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:

On-Page Optimization

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.

Home Page

A number of opportunities exist for making result-driven changes to your site’s home page. For example, you can test:

  • Minimizing complexity: According to ConversionXL, “simple” websites are scientifically better.
  • 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.

Home Page Optimization Case Study

Antiaging skincare company NuFACE made the simple change of adding a “Free Shipping” banner to its site header.

Original

eCommerce conversion Optimization - Nuface Control

Test Variation

eCommerce conversion Optimization - Nuface Variation

The results of making this change alone were a 90% increase in orders (with a 96% confidence level) and a 7.32% lift in the average order value.

Product Pages

If you’re confident about your home page’s optimization, move on to getting the most out of your individual product pages by testing your:

  • Images and videos
  • Copy
  • Pricing
  • Inclusion of social proof, reviews, and so on

Product Page Optimization Case Study

Underwater Audio challenged itself to simplify the copy on its product comparison page, testing the new page against its original look.

Original

Underwater Audio Control

Test Variation

Underwater Control Variation - eCommerce conversion rate optimization

This cleaner approach increased website sales for Underwater Audio by 40.81%.

Checkout Flow

Finally, make sure customers aren’t getting hung up in your checkout flow by testing the following characteristics:

Checkout Flow Optimization Case Study

A Scandinavian gift retailer, nameOn, reduced the number of CTAs on their checkout page from 9 to 2.

Original

nameon-1

Test Variation

nameon-2

Making this change led to an estimated $100,000 in increased sales per year.

Lead Nurturing

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.

Email Marketing

Use an established email marketing program to take the steps below:

Case Study

There are dozens of opportunities to leverage email to reach out to customers. According to Karolina Petraškienė of Soundest, sending a welcome email results in:

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.”

Live Chat

LemonStand shares that “live chat has the highest satisfaction levels of any customer service channel, with 73%, compared with 61% for email and 44% for phone.” Add live chat to your store and test the following activities:

Case Study

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

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.

Case Study

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.

thinkgeek

Post-Acquisition Marketing

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.

Advocacy

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.

  • Create an advocacy program: Natural referrals happen, but having a dedicated program turbocharges the process.
  • Test advocacy activation programs: Install a dedicated advocacy management platform like RewardStream or ReferralSaaSquatch and test different methods for promoting your new offering to customers with high net promoter scores.
  • Test different advocate incentives: Try two-way incentives, coupon codes, discounted products, and more.
  • Invest in proper program launch, goal-setting, and ongoing evaluation/management: Customer advocacy programs are never truly “done.”

Case Study

Airbnb tested its advocacy program invitation copy and got better results with the more unselfish version.

airbnb

Reactivation

As mentioned above in the funnel-stage email recommendation, reactivation messages can be powerful drivers of CRO success.

Pay particular attention to these 2 activities:

  • Setting thresholds for identifying inactive subscribers
  • Building an automated reactivation workflow that’s as personalized as possible

Case Study

RailEasy increased opens by 31% and bookings by 38% with a reactivation email featuring a personalized subject line.

raileasy

Internal Efforts

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.

Here’s how to do it:

Have an idea for another way CRO can be used within e-commerce organizations? Leave your suggestions in the comments below.

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The post How to Leverage eCommerce Conversion Optimization Through Different Channels to Maximize Growth appeared first on VWO Blog.

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How to Leverage eCommerce Conversion Optimization Through Different Channels to Maximize Growth

Web Development Reading List #165: Starting The New Year With Browser News, Container Architecture, And React “Aha” Moments

Happy new year! I hope you had a good start and can feel positive about what 2017 might bring. As mentioned in the last edition of the past year, I don’t like New Year’s resolutions too much, but I’d like to point you to something that Marc Thiele wishes for this year:
“So my wish then also is, that you reflect and ask yourself, if you want to post the text or maybe even just have another, a second look on the text you are about to post.

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Web Development Reading List #165: Starting The New Year With Browser News, Container Architecture, And React “Aha” Moments

How To Create A Responsive 8-Bit Drum Machine Using Web Audio, SVG And Multitouch

In this little tutorial, I’m going to share some tips I recently followed to build a fun demo for the Build 2016 conference. The idea was to create a small 8-bit drum machine, with 8-bit sounds and graphics:

How To Create A Responsive 8-Bit Drum Machine Using Web Audio, SVG And Multitouch

This small web app was used in one of our demos to illustrate how you can easily provide a temporary offline experience when your hosted web app loses Internet connectivity. It works in all desktop browsers as well as on all smartphones (iOS, Android and Windows Mobile).

The post How To Create A Responsive 8-Bit Drum Machine Using Web Audio, SVG And Multitouch appeared first on Smashing Magazine.

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How To Create A Responsive 8-Bit Drum Machine Using Web Audio, SVG And Multitouch

15 Dead-Simple Hacks That Will Turn Your Site into a Revenue Machine

Almost any company looking to turn a profit in the 21st century has a website. That’s a good thing. But are all of these websites maximizing revenue potential? Absolutely not. I see it all the time. A business builds an expensive, shiny new website. And what does it accomplish? Nothing. The website is not optimized, poorly planned, and incorrectly utilized. It might make for an attractive showpiece, but it’s not a revenue machine. If you’re going to spend money on building and maintaining a website, it makes sense to do everything you can to make sure your investment pays off….

The post 15 Dead-Simple Hacks That Will Turn Your Site into a Revenue Machine appeared first on The Daily Egg.

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15 Dead-Simple Hacks That Will Turn Your Site into a Revenue Machine