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Get Custom Advice For Boosting Your Conversions With Unbounce’s New Landing Page Analyzer

Introducing: The Landing Page Grader, by Unbounce

As a savvy marketer, it’s our sincere hope you never start a campaign without a dedicated landing page for sending your paid traffic to. But — as you know — the job isn’t over once a landing page is created.

Your real opportunity is in understanding how your page performs.

Beyond tracking standard performance measures like conversions and landing page quality (LPQ), you’ve likely wondered about other factors like:

  • Is my landing page copy clear? Are there too many words? Too few?
  • Is my page faring well on mobile? Does it load fast enough?
  • Is this page just designed nicely, or is it also optimized for SEO?
  • Is this a good conversion rate for this type of page in my industry?

Ultimately you want to know whether you’ve got an especially high converting page, or if there’s anything specific you can improve. But it can be difficult to know what ‘good’ looks like, and you may not always have a second set of eyes to help you critique.

New: Try Unbounce’s Landing Page Analyzer

For years we’ve seen the need for a landing page audit tool or landing page grader of some sort, and so—after many months of development—we’re very pleased to unveil the Unbounce Landing Page Analyzer.

With this grader-style tool, you input your landing page URL (along with a few key details) and The Analyzer instantly delivers a comprehensive, personalized report with custom recommendations you can try today to increase your conversion rates.

Unlike other landing page reviews, The Analyzer is truly a deep dive into your performance.

Not only do you get a summary of how your page compares to others in your industry, but you also see important page performance insights including your landing page’s speed, load time, and page requests that may be slowing things down.

If The Analyzer discovers your images are too large (contributing to slow load time), your custom report will include compressed versions of all your images to replace quickly and get your page loading even faster.

Not your average landing page grader: The Analyzer compresses images for you

Pictured: you’ll get custom, compressed images as part of your page analysis.

In The Analyzer’s comprehensive report, you’ll see specifics across nine categories, and discover whether your landing page:

  • Conveys trust and security
  • Appears properly on social networks and mobile
  • Is designed in a way that’s especially high converting
  • Contains too many calls to action
  • Has an appropriate Flesch reading ease and sentiment for your industry,
  • and much, much more.

Looking for a landing page checker?

Evaluate your landing page to reveal rea, data-backed insights in minutes.

Wait, aren’t there other landing page graders out there?

Touche! There are other landing page analyzers/graders/calculators available, but we can confidently say Unbounce’s is the most sophisticated and comprehensive you’ll find. Ours is the only landing page analyzer on the market leveraging AI technology, and the endless amount of campaign research done by our customers and our in-house marketing team.

For the past eight years, we’ve been obsessed with the question “what’s a good conversion rate?”, and Unbounce’s internal research team has employed proprietary AI technology to analyze the behavior of over 75 million visitors to 65,000 landing pages with a goal of understanding what makes a customer convert.

We have more data than any other conversion platform to provide insights on what a high-performing landing page looks like, and The Analyzer leverages this insight.

Need a landing page checker? Check out the Landing Page Analyzer

The Analyzer’s data is sourced from Google Page Speed Insights, and our very own proprietary data broken down by industry.

Actionable feedback you can implement today

The best thing about this landing page review? You’ll discover instant improvements that might take you only minutes to fix.

The Wizard of Moz himself, Rand Fishkin ran the following product’s landing page from Moz.com through The Analyzer and had some great things to discover.

Rand wanted to run this page through for a landing page review

How’d this Moz page fare? Here are Rand’s initial thoughts:

“I’m glad to see we passed so many of the technical checks! I was a little nervous. [I] Realized that the page is missing testimonials or social proof. That’s a head-smacking moment.”

Rand may be a bit self-depreciating here, however. Moz’s page scored really well with a 75% overall:
The landing page grade for moz's page

Rand’s overall landing page grade.

Rand’s verdict on trying out The analyzer?

Rand Fishkin

“I’ve never seen a page analysis tool that’s focused on optimization. In my opinion, this can be hugely helpful for folks to quickly check that they’ve nailed the basics of landing page optimization and accessibility. I have no doubt tens of thousands of websites can get better just by applying this tool’s advice.”

What did we learn?

Interested in what The Analyzer could teach us about our in-house landing pages at Unbounce, we ran our recent event landing page for PPC Week through to see what we’d take away:

PPC week landing page

Pictured: The landing page for PPC week we input into the Landing Page Analyzer.

We learned the page converts very well for our industry (7.7%), and while the page loads pretty quickly (0.7 seconds), at 3.32MB it’s overweight and could be loading even quicker if we reduce it to less than 3MB:
our landing page evaluation for PPC week

Our PPC Week page’s overall grade. Note our message match and page speed could use some work.

What The Analyzer told us regarding page speed

Our PPC Week landing page is running a little slowly.

Fortunately, The Analyzer also provided us with some compressed images that will help us load up to 9% faster:

Some PPC week images we can replace

We also saw that our page title, meta description and H1 tags were helping our SEO visibility (which was important for this particular page).

All of these quick-to-change factors can improve this PPC Week page for us, but we’re most excited to see what you’ll discover about your own landing pages. Bonus, you don’t need an Unbounce-built page to try The Analyzer, either. Give it a try today and let us know what you think!

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Get Custom Advice For Boosting Your Conversions With Unbounce’s New Landing Page Analyzer

The State Of Advanced Website Builders

Advanced website builders — the tools provided by Squarespace, Wix, Weebly, The Grid and more — produce websites that look and feel like they were designed and coded by humans. They’re also software as a service, which is a different business model than traditional, custom-developed websites. So, should companies use them? At some point, will they replace custom development?
In short, yes.
Self-serve website-builder platforms are quietly becoming very powerful.

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The State Of Advanced Website Builders

Got A Conversion Question for Neil Patel? Ask Him During The Crazy Egg Conversion Talks

conversion talks with Neil Patel

Got conversion rate optimization questions? Wanna ask Neil Patel for help? Then join us for our weekly Crazy Egg Conversion Talks. Anyone can attend and ask as many questions as they’d like! Our first talk will be on May 5th, 2017 at 10 AM Pacific. Here are a few more details about the talks: Frequency: Weekly Duration: 1 Hour No sign-up required Learn From Neil Patel – Ask Him Direct Questions! Neil has been continually optimizing websites for over a decade and is an industry leader when it comes to traffic generation, growth hacks and conversion funnel improvements. Plus, he’s…

The post Got A Conversion Question for Neil Patel? Ask Him During The Crazy Egg Conversion Talks appeared first on The Daily Egg.

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Got A Conversion Question for Neil Patel? Ask Him During The Crazy Egg Conversion Talks

How to Micro Test New Product/Service Ideas Using AdWords

Launching a new business idea or deciding to develop a new product for your company is not without risk. Many of the best business ideas have come from inspiration, intuition or in-depth insight into an industry. While some of these ideas have risen to dominate the modern world, such as search engines, barcodes and credit card readers, many fine ideas still result in bankruptcy for their company, due to insufficient demand or failure to properly research customer desire. If you build it will they come? Often smart business entrepreneurs can still make big mistakes. With new product, service or business…

The post How to Micro Test New Product/Service Ideas Using AdWords appeared first on The Daily Egg.

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How to Micro Test New Product/Service Ideas Using AdWords

Current Trends And Future Prospects Of The Mobile App Market

The mobile app market is growing faster than a beanstalk. The industry is huge and growing daily, and there is no end in sight. Expectedly, the mobile developer population has boomed, and the number of mobile apps in the market has hit new heights. The revenue generated by the global mobile app industry has skyrocketed.
Hybrid monetization models, such as in-app ads and in-app purchases, are quickly gaining popularity in the business world.

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Current Trends And Future Prospects Of The Mobile App Market

Why we are Evolving into a Conversion Optimization Platform

Seven years ago, VWO was created with the aim to make marketers’ lives simpler. With its easy-to-use visual editor, it helped marketers focus on their main job (to increase conversions), than to chase the elusive IT team to get that A/B test running.

In these seven years, searches for A/B testing have gone through the roof, more than a dozen similar tools have entered the market, and A/B testing is now an integral part of marketing. VWO has been used to run some 700,000 tests, optimize close to six billion experiences and generate more revenue for businesses across industries and countries.

To say we are happy and humbled would be an understatement. But what will not be an understatement is to say that we have never felt more committed towards making our customers successful.

In the last one year, we have spent a lot of time looking at data. We have spent a lot of time looking at our most successful customers to figure out what is it they are doing that makes them successful.

And we have found that the businesses getting the most success out of A/B testing are the ones following a scientific process. These businesses clearly define what numbers they are trying to move, identify areas that can be improved, step into the shoes of their visitors to understand their pain-points, run A/B tests based on evidence and are incredibly zen about a few losses on the way.

Marketing might be driving the optimization process, but the culture of optimization seeps through every department in these organizations. The focus is on analyzing results, sharing insights and delivering better user experience all around. A/B testing is not just a hack or a seasonal marketing tactic, it’s an year-round commitment towards a ‘user-first’ philosophy.

These businesses understandably have to depend on multiple tools and products to continuously run this scientific process. They often use one tool to track the bottomline, another to prioritize and chart out the testing plan, another to observe visitor actions and yet another to run A/B tests. Getting multiple tools to work for one single process comes with its own complexities. To get real insights from that pool of data is another challenge.

We at VWO have not merely been observing all this. We have used all these observations in building the new VWO.

The new VWO will enable businesses to run all parts of this scientific process through one platform. The seamless connectivity of data will ensure businesses don’t lose track of the user story at any point of the process, putting unprecedented power in the hands of marketers.

VWO – The first Connected Conversion Optimization Platform

Right from tracking metrics, analyzing visitor actions, creating testing plan to running A/B tests, the new VWO will help marketers do everything optimization at one place, one point. To get a sneak peek into what is coming up, check out vwo.com/evolution.

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The post Why we are Evolving into a Conversion Optimization Platform appeared first on VWO Blog.

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Why we are Evolving into a Conversion Optimization Platform

13 Conversion Boosting WordPress Plugins You Should Be Using in 2016

If you’re starting a conversion rate optimization (CRO) project, there’s a good chance you’ll be doing it on a WordPress powered website. As a WPEngine infographic shows, WordPress is the world’s most popular content management system, with 59.3% of the market and is used by some of the world’s biggest sites and brands. That’s why it’s time for a 2016 update to last year’s list of conversion boosting WordPress plugins. Those plugins still rock, but there are some new entrants worth taking a look at. Headlines and Titles According to Copyblogger, 80% of people never read past the headline. That’s…

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13 Conversion Boosting WordPress Plugins You Should Be Using in 2016

How Badly Does Your Online Shop Need Live Chat?

From research to purchase, a typical customer journey is fraught with friction and anxiety. 77% of users say they want to contact a real person before buying. Contact can happen through phone, email, chat or social channels. But an overwhelming majority of 73% consumers feel live chat provides the highest satisfaction levels, compared to email with 63% and 44% for phone.

It’s easy to understand why online stores need live chat when you look at the advantages of live chat:

Meme on Live Chat

  • Fast Response Times: Live chat is quicker at resolving queries compared to other channels.
  • Least Obtrusive: Live chat exists only where it is required – the online store.
  • Convenience - a customer can chat to find answers even while doing other things (multi-tasking).
  • Low-Barrier – While on a store, live chat is the easiest channel to find access to.
  • Indirect Enough – consumers are jittery about getting on a call with sales people for fear of being hard-sold to. Live chat is indirect enough, letting consumers get on and off at their convenience.

60% of customers hate waiting for more than a minute for assistance.  43 seconds was the average time to solve a customer problem over chat, in a study involving 85000+ chats.

The above reasons highlight how live chat support is of value to the customer and can indirectly boost sales – happy prospects become paying customers. There are also direct ways that live chat helps business increase sales. Here’s how:

  • Decode Customer Needs: Most live chat softwares tell you where a particular customer came from, giving you an idea about what exactly the customer is looking for.  Or, the number of visits a particular customer made to your site, which might indicate that they are on your site to check if a particular product has become available. Armed with such information, initiating a timely and proactive chat session could effect a sale.
  • Data and Knowledge: Chat softwares log almost every piece information giving you access to data like number of visits, time on page, operating systems used by the customer, geographical data etc. Such data helps the business understand customer behavior, leading to better marketing programs tailored to their needs.

In short, global trends in live chat usage show irrefutable evidence that on-site chat support is here to stay.

With a high adoption rate, little doubt should exist about the efficacy of live chat. It is also moving towards a higher degree of personalization with ideas like co-browsing, where a support person can show the customer around the website, highlighting different areas of importance.

But most studies we found online deal with the efficiency of live chat as a whole medium, with little information about demographic preferences.

Understanding demographic preferences can answer questions like, ‘are there particular segments of audience that live chat is best suited for?” and “are there particular query types that live chat is best suited to resolve?”. Knowledge of such kind can help businesses decide on the priority of including a live chat feature and improve its efficiency and ROI. Software Advice did a survey recently to understand consumer preferences when it comes to live chat.

We chatted up with Craig Borowski, Market Researcher at Software Advice, asking him 5 of the most often asked questions about live chat, its benefits and issues. Here’s it all.

1. Are there any target demographics that seem to need live chat more than the average consumer?

Consumer preference for live chat is inversely correlated with consumer age; as consumer age increases, the preference for live chat decreases. The survey results show that 64% of consumers aged 18-34 have used live chat successfully at least once, while 61% of consumers aged 55+ have never used it successfully.

Live Chat Usage by Age

What this means is if your eCommerce store sells fancy t-shirts, you should have live chat implemented yesterday. Does this mean you don’t need live chat support if it’s hair-wigs that you sell? No. The survey only tells what consumer segment prefers live chat more. The fact remains that live chat is an extremely potent communication channel for all ages, and nearly all types of interaction.

If an online store implements live chat and realizes their audience rarely use it, then it’s more likely due to how it has been implemented than to any demographic variables of their customers.

2. Are there any particular query types that requires live chat more than others?

Live chat is great at providing immediate answers to simple queries, like “Do you have a return policy?”. Most customer queries before and during the purchase are easy to resolve because it is part of the purchase funnel and presumably, the business has thought through all the issues a customer might face and has answers at the tip of its fingers. Chat agents can simultaneously engage as many as 6 customers, making this channel very nimble at resolving simple customer queries. Triggers and automated greetings can also help speed up response times.

The survey results tell a similar story,

Live Chat vs Phone : Query Type

Financial queries are more sensitive by nature and consumers prefer to have those resolved over a more direct communication channel like phone. Typically such queries have more variables and initial responses might not be satisfactory to which customers might have more questions. It’s easier resolved over phone where their questions can be more personal and specific.

Simple queries like ‘where can I find the subscription form?” and shopping queries like “Do you have free shipping?” are not as critical and customers look to find answers to such queries in the quickest means possible – live chat. Such questions should ideally be addressed in the FAQ section as well. But would you want a customer on the payment page to move away to the FAQ page to find answers? Exactly. Including a live chat option helps keep the customer on the road to purchase.

For these above reasons, make sure that you’ve both a phone number and a live chat option on your critical pages. The priority should be to help the customer resolve all of his queries without bouncing off of the page.

This behavior is visible across age groups as well. For each of these query types, consumers belonging to the lower age groups prefer live chat to phone.

Live Chat Preference: Financial Queries
Live Chat Preference: Simple Queries
Live Chat Preference: Shopping Queries

3. Are there certain industries that need live chat more than others?

Some business models will find much faster ROI with their live chat implementations than others. For example, eCommerce sites can realize the benefits of live chat (namely, increased sales) very quickly. Customer interactions in eCommerce settings tend to be simple and straightforward and live chat is the perfect way to handle them.

On the other hand, companies that use live chat for more intricate interactions, like those found with post-sales customer service, may need to make some adjustments after implementing live chat before the true ROI can be had. But it’s not just eCommerce stores that can benefit from having a live chat support option. Here’s how Ez Texting increased signups by 31% using a live chat widget.

4. What are the possible implementation issues adding live chat to your website?

As far as implementation is concerned, live chat is probably one of most painless technologies there is. In most cases it can be added to a website simply by inserting one or two lines of code. It also comes at about half the cost of a call center.

Of course, companies still need to make sure everything is in order before they make live chat available to the public. Wait-times need to be estimated, agent scheduling and training may need to be changed and new company policies may even need to be created. All that aside, generally speaking, a little planning goes a long way and live chat implementations usually go very smoothly.

5. Some live chat widgets pop up right away and others wait until they are requested – which is better?

Unfortunately, there’s really no one-size-fits-all answer. It depends entirely on the context of the website and what goals the company has for it. Generally speaking, you want customers to know that live chat is available, but you do not want to annoy them with it (by having it pop up too frequently). Fortunately, there are many clever ways to offer live chat without going overboard. For example, the chat window can pop up only after a person has spent longer than average on a particular Web page, as this could indicate they have a question about it.

The key is to begin with a clear understanding of how customers currently use the website. To understand the customer and his behavior, mapping out customer journey is immensely useful. Once this is done, it should become clear how live chat should be implemented, and to whom it should be offered, to give customers the opportunity to use it when they need it, but not annoy them with excessive pop-up offers to chat.

You can read the full report of the Software Advice Survey here.

Have you been using live chat for your online shop? How has it worked for you so far and are the findings of the survey in line with your experience of it so far?

Share your experience with us and we’ll all sleep a little wiser tonight.

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How Badly Does Your Online Shop Need Live Chat?

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5 Advanced AdWords Strategies You Can Implement Today

switches-and-dials
Does your competition know about these advanced switches and dials in AdWords? Image by Marcin Wichary via Flickr.

As Google AdWords gets increasingly competitive, we search marketers have to sniff around for treasure.

Sometimes that treasure comes in the form of advanced switches and dials found deep within the AdWords interface – the little PPC campaign tweaks that make your ads more relevant and keep you ahead of the competition.

I’m here to share five of those tips and tricks. Let’s get to it.

1. Test in-market audiences

Ever wonder what Google does with the enormous amounts of data they’re quietly collecting about all of us as we sail through a variety of Google products and Google-tracking-infused websites?

A recently-released AdWords feature called in-market audiences makes use of this treasured info.

The idea behind this feature is to allow advertisers to look beyond demographics and target users who have demonstrated that they’re in the market for a specific product based on their web behavior.

Because Google knows when a visitor is actively researching and comparing products, or clicking on similar ads and converting, they can leverage this data to help advertisers reach potential customers on various sites across the web.

Here are some of the available in-market audiences and where they appear in AdWords:

in-market-audiences
In-market audiences allow you to leverage Google’s data to target customers who have shown that they’re in the market for your product.

Let’s say you’re a car dealer and you want to market to people whose web behavior has indicated that they’re planning on buying a new car soon. This feature is a great way to get after this audience using a rich volume of Google’s data.

You can (and should) layer in-market audiences on top of the keywords you’re already targeting in your search campaigns.

2. Try out AdWords dynamic ads

Standard remarketing serves up ads without knowing which specific product a visitor looked at on your site.

But Google recently launched the ability to do product-specific remarketing. Especially for retailers, this is a feature worth testing.

With a little help from your friends at Google, you can determine which products people looked at and serve up remarketing ads featuring those very products.

In other words, you can give people exactly what they want.

Here’s what a dynamic ad looks like:

amazon-socks
As you can see, I recently checked out some socks on Amazon. Don’t judge.

Now as I hang out elsewhere on the web, they’re reminding me that I looked at this item but never bought it. As you can imagine, this remarketing tactic creates highly relevant ads that convert quite well.

Want to give it a go?

Here’s a detailed guide to setting these up.

3. Customize ads with real-time updates

You know that urgency is an important component of high-performing ad copy, but who has time to constantly run promotions, update coupon codes and tweak ad text accordingly? Not you.

That’s why Google has introduced a handy set of scripts that the layman ad copywriter can understand.

For example, you can now tell Google, “My sale begins today and ends in 14 days, so update my ad copy accordingly every time you show it.” You can even use this strategy down to the hour: “Webinar starts in two hours – don’t forget to claim your seat.”

But that’s just the tip of the iceberg.

There are many other dynamic elements in the ad you can control, too. Take the example below, where everything highlighted in yellow is dynamic:

pro-whip-mixer

You can now encode the product name (ProWhip 300), product detail (5-quart), price ($199) and promotion end date (5 days).

Before this type of customization was available, old school AdWords retailers would have to set up a massive spreadsheet where inventory was cataloged and updated. This way, Google could pull in the appropriate product model, pricing and sale parameters.

Now, you can do this with a teeny bit of code simple enough for us online marketers to wrangle directly within the AdWords interface. The times they are a changin’.

For more information on real-time updates, check out this article.

4. Schedule ads to correspond to your sales bandwidth

There’s nothing more frustrating than paying for leads that have gone cold. So why do we run ads that drive leads at 3 AM when there’s no one there to call them back?

In some businesses, your customer will wait for that call – but others are different. When a lead is hot, it’s hot, and after a few hours have passed, a burning need becomes a passive query at best.

To maximize return on ad spend, some companies use ad scheduling religiously. Check out how a PPC ad scheduling strategy drove a 69% improvement in cost per acquisition.

It’s found under advanced campaign settings and it looks like this:

ad-scheduling

This is especially useful if, say, your offices and sales team are located in the Netherlands while your prospects loom large in the US. Or if you determine that your audience is more likely to purchase at a certain time of day.

This simple tweak helps you ensure that you only pay for leads that are hot off the press.

5. Don’t let competitors drain your ad budget

Your competitors are clicking your ads – I guarantee it. There’s a golden hack you can employ to keep from paying for these clicks.

The hack? Use IP exclusions.

There’s a trick for how to discover and block your competitors’ IP addresses, precluding them from ever seeing your ads again. And I’m going to teach it to you.

First, you need to determine your competitors’ IP addresses. You may need to try a few different tactics:

  • Find an email from the company. You can locate the IP address by looking at the email header content. This article explains how.
  • Locate the IP address for the company’s domain name. Here’s an eHow article explaining how to do this. Sometimes companies use a different IP address to browse the web than the one their site is hosted on, so this can be tricky. Give it a shot.

Once you have the IP addresses, just scroll down to “IP address exclusion” in your AdWords settings and paste them in. Here’s what that screen looks like:

ip-address-exclusion

And voilà. Their IPs are now blocked.

Test your way to better ROI

As with any marketing strategy, not all of these tactics will work for everyone.

Ultimately, most search marketers will tell you to test nearly everything. Because you should.

It’s my hope that across these five ideas you’ve been able to find something inspiring.

Which one of these tactics will you try next? Did we forget any of your favorite tricks? Let us know in the comments.


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5 Advanced AdWords Strategies You Can Implement Today

A Guide To Validating Product Ideas With Quick And Simple Experiments

You probably know by now that you should speak with customers and test your idea before building a product. What you probably don’t know is that you might be making some of the most common mistakes when running your experiments.
Mistakes include testing the wrong aspect of your business, asking the wrong questions and neglecting to define a criterion for success. This article is your guide to designing quick, effective, low-cost experiments.

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A Guide To Validating Product Ideas With Quick And Simple Experiments