Tag Archives: optimization

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Website quality assurance: How to make certain your experiments don’t fail before they launch

According to Donald Norman, the user’s final experience of your website is at a reflective level: Was the experience delightful…Read blog postabout:Website quality assurance: How to make certain your experiments don’t fail before they launch

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Website quality assurance: How to make certain your experiments don’t fail before they launch

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Landing Page Optimization: Best Practices, Tips, Tools (2018)

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Landing page optimization doesn’t happen overnight. That’s why marketers get frustrated — and often give up. If you want better landing pages, focus on collecting data. You should design your landing pages based on what you already know about your audience, but you’ll collect even more information as more people visit the page. Converting that data into informed decisions about your marketing funnel can produce more leads and sales. Today, I’m going to teach you my best landing page optimization tips and tricks so you can attract more prospects and convert more customers. If you’d like to skip around, here’s…

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Landing Page Optimization: Best Practices, Tips, Tools (2018)

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Landing Page Optimization: Best Practices, Tips and Tools (2018)

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Landing page optimization doesn’t happen overnight. That’s why marketers get frustrated — and often give up. If you want better landing pages, focus on collecting data. You should design your landing pages based on what you already know about your audience, but don’t stop there — make sure you collect even more information as more people visit your website. Converting that data into informed decisions about your marketing funnel can produce more leads and sales. Today, I’m going to teach you my best landing page optimization tips and tricks so you can attract more prospects and convert more customers. If…

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Landing Page Optimization: Best Practices, Tips and Tools (2018)

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CRO Hero: Sam Clarke, Director of Growth Marketing at Placester

CRO Heroes

Admittedly, Conversion Rate Optimization is not the most sexy term in the marketing world – but if you’ve ever run an A/B test where the variant won by a landslide, or made a website design change that led to a significant increase in product purchases, you know firsthand how exciting and powerful CRO can be in action. Marketers who specialize in conversion rate optimization are often a rare mix of analytical and creative; tactical, and intuitive. They need to get inside a customer’s head, but they also need to dive deep into data. Often, CRO professionals are tasked with: Reducing…

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CRO Hero: Sam Clarke, Director of Growth Marketing at Placester

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What is Conversion Rate Optimization (CRO), Best Practices, Tools [Guide]

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Conversion rate optimization offers one of the fastest, most effective methodologies for turning your existing web traffic into paying customers. Also known as CRO, conversion rate optimization can involve numerous tools and strategies, but they’re all geared toward the same thing: Converting visitors into leads and leads into customers. There is a lot of conflicting and illuminating information out there about CRO. For instance, one study found that using long-form landing pages increased conversions by 220 percent. However, some companies find that short-form landing pages work better for their audiences. Similarly, about 75 percent of businesses who responded to another…

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Get a Glimpse into the Future of PPC From Microsoft’s Senior Manager of Global Engagement

Purna Virji on AI and PPC
As I learned at the start of February, if you’re a lucky enough to get one-on-one time with Purna Virji, Senior Manager of Global Engagement at Microsoft, you ask her about the future of search, AI, and pay per click (because she makes everything sound pretty exciting).

Purna—named the #1 most influential PPC expert in the world by PPC Hero in 2016—is on the forefront of what’s coming down the pipeline in our industry. She’s joining us February 21st as a speaker for Marketing Optimization Week to share her insight into AI, and today we’re sharing a sneak peek of what to expect in that session.

Watch our chat below, or read on for the condensed Q&A.

Jen: What do you imagine the day-to-day life of a marketer will be like with access to exciting AI? You grab your morning coffee, log on to your computer, then what?

Purna: [Then] you’ll be getting all kinds of wonderful notifications about performance, new insights, and ideas for engaging with your audience. AI solves some of our biggest problems—including [how to] engage with people in this world full of distractions.

AI is super helpful because it can analyze all of the different data and touchpoints to see what’s working (or not), and it can help us get really good at personalization and engaging with people in the way they’d like to be engaged with.

It also gives us new interfaces. Things like chatbots or digital assistants, as well as virtual reality. So if I interest somebody through a chatbot to look at the latest collection of shoes, I can just put on my HoloLens and take a look at a 3D hologram in front of me of all the latest styles.

It’s really about cool ways to engage with brands and people in a very seamless manner.

Jen: You’re speaking at Unbounce’s Marketing Optimization Week February 21st on how to prepare for AI’s emerging role in marketing. As a preview, can you share one of those things we can all prep for?

Purna: Yes! I think one of the things marketers can prepare for is to understand what AI can do for us and try to touch the waters a bit more with a chatbot. [In my talk] I’ll be giving people some tips for how to incorporate a chatbot within search. For example, Bing offers a conversational bot right in the SERPs, so I’ll give some tips on how you can set this up and a strategy you can use for your bot.

Jen: Chatbots are very hot right now.

Purna: It’s because they’re so easy and convenient. You’re already using a platform you’re familiar with—whether it’s Skype or Facebook Messenger or Kik—or whatever platform you use to talk to your friends. In that same platform, I can order a pizza or check on a status of my order, or do anything I need to do with a brand in that same place. There’s no multiple hops that have to happen.

Jen: It seems like, for customers, chat is very natural. It’s how we already go about our world.

Purna: yes—conversation is the first thing we learn. From babies to now arguing about who’s going to take the trash out. Conversation is [still] at the forefront of all of our lives.

Jen: Here at Unbounce we’re a Conversion Platform for marketers, and many of our customers pair landing pages with PPC in social or search. How do you see AI impacting pay per click the most in the next few years?

Purna: I think AI will have a couple of different roles…

For one —it’s going to make it easier to hone into the right person. We’re already seeing some signs of this with our much more advanced audience targeting, such as in-market audiences—which lets you slice and dice audiences based on people who are more likely to buy —so it’s going to [enhance] reaching the right person at the right time.

It’s also going to help us take a lot of the effort and pain out of the administrative side. We saw this with bit automations…it’ll make things like reporting a lot easier, keyword research a lot easier. Anything that’s really a repetitive task can get automated and can be improved by AI. Time savings and more effective ads – it’s a win win for all.

Jen: Y’know, we hear some marketers kind of demonize AI, or see it in a sort of detrimental way. But you don’t see it this way.

Purna: No, I don’t think so. I think the way AI has been designed and actually, the way companies like Microsoft, Google or IBM, who are at the forefront of creating AI…I think the responsibility is on people like us to infuse the technology to respect humans. And, I mean, that’s one of the pillars we’re building our AI on, that it is respectful to the human. It’s there to augment what we can do. It’s not there to replace us or destroy us or anything like that.

All AI is doing is taking what we’re good at and giving us a little super power. It’s like wearing a little jet pack so we can run faster or slide faster. When you think of it that way it’s giving us gifts we didn’t have access to before.

Jen: You’re no stranger to setting up an AdWords or Bing campaign. So, what’s a little known technique that anyone managing paid spend can do today for more impact with their PPC ads?

Purna: I’d say there are two things. The first is to make sure you’re implementing in-market audiences. If someone was to ask me, “what’s one tip for success for 2018?”, I’m a big believer of the power of in-market audiences, it’s still in pilot in open beta so anyone can sign up an be a part of it and test it.

Throughout the testing period we’ve seen such amazing results from many people. It allows you to reach an audience that’s in the market or looking to buy specific products or services you’re selling. We have over 120 different categories, so if you just layer them onto your existing ad groups or campaigns and just adjust the bids accordingly, you have a better chance of reaching people who are interested in what you sell but may not know who you are…you’re just reaching this very qualified audience.

If you can do [this] and combine it with the wonderful landing page learnings you get with Unbounce, I think that’s a really win win solution.

Jen: We know voice search is going to have a much bigger role to play. What should PPC’ers be thinking about to prepare for this?

Purna: We are seeing voice being adopted more and more. We’ve seen Mary Meeker’s internet study…and Google [has shared] that 20% of their mobile traffic is voice now, because voice is easy.

I would say PPC marketers should think about the differences or what’s unique to voice. First, it tends to be much more local. If you’re running local campaigns, you’ll want to think about the queries relating to your business that people may ask if they’re in a hurry or on the go.

And second, all marketers (including SEOs too) should consider: are we providing the right information? I.e. do we have some sort of structured data or schema markup that can give the search engine much more insights into understanding what the page or information is about.

Lastly, [we can] look at the keywords. Voice is of course more conversational and with conversational queries, we tend to have longer phrases, [so] we’re much more clear on the intent. If you can, look at testing some of the most common, broader questions or phrases that get asked and actually test adding them in keywords. Ask yourself what could be the right way to answer [the query].

In the old days (ha, just last year!) we would look for shoes, like mens sandals. We’d go to the website, select colours, size and width. But now with voice, you self-select in the query itself. You say “show me blue strappy summer sandals in size 8”. If I then [have] to go to the website and do the selections again I’m quite annoyed, but if I got to a page that showed just what I was looking for? It’s about making it very seamless for the customer.

Jen: so prepare for more granularity…
Purna: exactly, [it’s] on page as well, which is why it’s important to look at some of the landing page options you have, [and ask] —“are we answering the right questions” in the right way.

Jen: You’ve seen dozens of landing pages for PPC. What do you think is the biggest mistake people make when creating landing pages to pair with their search ads?

Purna: It’s not being specific enough. If [someone’s] looking for something and your ad promises something, does your page deliver on that promise?

For example, if I’m doing a search for waterproof digital cameras and see an ad that talks about waterproof digital cameras on sale, and I go on your landing page and its all of your digital cameras —again you’re giving the searcher more work to do.

You want to make life as easy as possible, answer the right questions, and don’t go too broad. Yes – there’s the temptation, especially with newbie PPC marketers— Let’s just send people to the homepage. As you know that’s just not going to work and they’ll realize that soon.

Also, as you say, the call to action—even sales people fail at this sometimes—you don’t or forget to ask exactly what you want [visitors] to do. So making sure you do that is a huge advantage.

Don’t miss Purna’s session February 21st as part of Marketing Optimization Week. She’ll be joining other experts from Drift, Hanapin, and Emma delivering the latest tactics you can use to see better results. See the agenda here.

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Get a Glimpse into the Future of PPC From Microsoft’s Senior Manager of Global Engagement

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Introducing the Daily Egg Internet Marketing and Conversion Rate Optimization Glossary

We’re pleased to announce our new glossary section at The Daily Egg. You can find it in our top navigation under “Resources” if you’re on a desktop computer: ..or in the “hamburger menu” if you’re on a mobile device: We’ve been working on this slowly for a while now. As we publish articles, often our writers will refer to terms, industry jargon and acronyms that not everyone is familiar with. We figured an online glossary would be a good resource to keep our readers informed on all this terminology. We try to go beyond simply defining terms. If you click-through…

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Introducing the Daily Egg Internet Marketing and Conversion Rate Optimization Glossary

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How To Avoid Web Analytics ‘Analysis Paralysis’ & Spend More Time Making Optimization Wins

Visualizations are the best place to start It’s much easier to start your website optimization journey from a visual perspective than a strictly numerical one. When you can immediately see where visitors and users are clicking and where they’re not, you’re instantly clued into obvious bottlenecks, blockers, and regions that are completely ignored. Take this Google Analytics data for example… When you start digging through your typical analytics packages, you’ll end up several pages deep, looking at listed data like what is shown above. Not always helpful, right? What happens when I look at visual website analytics? This is a…

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How To Avoid Web Analytics ‘Analysis Paralysis’ & Spend More Time Making Optimization Wins

How to Avoid Web Analytics “Analysis Paralysis” and Spend More Time Making Optimization Wins

It’s much easier to start your website optimization journey from a visual perspective than a strictly numerical one. When you can immediately see where visitors and users are clicking and where they’re not, you’re instantly clued into obvious bottlenecks, blockers, and regions that are completely ignored. Take this Google Analytics data for example… When you start digging through your typical analytics package, you’ll end up several pages deep, looking at listed data such as that shown above. Not always helpful, right? Visualizations are the best place to start What happens when I look at visual website analytics? This is a…

The post How to Avoid Web Analytics “Analysis Paralysis” and Spend More Time Making Optimization Wins appeared first on The Daily Egg.

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How to Avoid Web Analytics “Analysis Paralysis” and Spend More Time Making Optimization Wins

How Kula Partners Followed A Structured Conversion Optimization Process Using VWO

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

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

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

Synopsis of Kula’s Way of Optimizing for Success

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

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

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

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

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

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

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Step1: Identifying Optimization Opportunities

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

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

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

Step 2: Analyzing Visitor Behavior

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

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

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

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

Using Heatmaps to Improve Traffic Flow

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

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

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

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

Using Website Surveys Directly Provides Insights from Actual Visitors

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

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

Visitors could choose their answers from the following options:

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

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

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

Using Visitor Recordings to Optimize User Experience

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

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

Step 3: Planning and Prioritizing Testing Hypotheses

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

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

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

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

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

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

Step 4: Validating Hypotheses with Testing

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

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

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

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

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Step 5: Analyzing Test Results and Documenting the Learning

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

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

Key Takeaways

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

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The post How Kula Partners Followed A Structured Conversion Optimization Process Using VWO appeared first on VWO Blog.

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How Kula Partners Followed A Structured Conversion Optimization Process Using VWO