Tag Archives: tool

How To Translate Your Website Content & 5 Useful Tools To Do The Job

website translation

The global economy has expanded your potential market in a way that was not possible even ten years ago, leveling the playing field for small and big business. However, it does come with some issues. One of them is the language barrier. If your website is in English, you will get your message across to about 27% of the market. Put another way, about 73% of the global market prefers websites with content in their native language. If people don’t understand the contents of your website, you cannot hope to make a sale. You need to give your visitors the…

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How To Translate Your Website Content & 5 Useful Tools To Do The Job

6 Reasons Your Mobile Ranking on Google Sucks

drinking straws

2017 will forever be known as the year Google adopted a mobile-first strategy. Some people will think of that way, at least. Probably not too many, actually, but that doesn’t lessen the significance of the shift. Your mobile web strategy is now, simply, your web strategy. Why is this so important? By late 2016, more than half of all Google searches were conducted from mobile devices, and over 77% of web searches are through Google. So when the company announced this year it would prioritize mobile sites over desktop to determine relevance and ranking, it was kind of a big…

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6 Reasons Your Mobile Ranking on Google Sucks

A Handy List of Resources for Picking the Perfect Website Color Palette

picking color palettes

Creating an effective color palette is a vital part of designing a website that works. But how do we get there? For some projects, you already have one or two colors picked out – maybe they’re your logo, or brand colors, and you’re working within those limitations when you create your site. For others, you’re starting from scratch. And some projects just need tweaking – minor adjustments to the color palette to make it more beautiful or usable. Whether you’re a seasoned pro looking to outsource some of the spadework of design, or you’re building a website for the first…

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A Handy List of Resources for Picking the Perfect Website Color Palette

Structured Approach To Testing Increased This Insurance Provider’s Conversions By 30%

CORGI HomePlan provides boiler and home cover insurance in Great Britain. It offers various insurance policies and an annual boiler service. Its main value proposition is that it promises “peace of mind” to customers. It guarantees that if anything goes wrong, it’ll be fixed quickly and won’t cost anything extra over the monthly payments.

Problem

CORGI’s core selling points were not being communicated clearly throughout the website. Insurance is a hyper-competitive industry and most customers compare other providers before taking a decision. After analyzing its data, CORGI saw that there was an opportunity to improve conversions and reduce drop-offs at major points throughout the user journey. To help solve that problem, CORGI hired Worship Digital, a conversion optimization agency.

Observations

Lee Preston, a conversion optimization consultant at Worship Digital, analyzed CORGI’s existing Google Analytics data, conducted user testing and heuristic analysis, and used VWO to run surveys and scrollmaps. After conducting qualitative and quantitative analysis, Lee found that:

  • Users were skeptical of CORGI’s competition, believing they were not transparent enough. Part of CORGI’s value proposition is that it doesn’t have any hidden fees so conveying this to users could help convince them to buy.
  • On analyzing the scrollmap results, it was found that only around a third of mobile users scrolled down enough to see the value proposition at the bottom of the product pages.
  • They ran surveys for users and asked, “Did you look elsewhere before visiting this site? (If so, where?)” More than 70% of respondents had looked elsewhere.
  • They ran another survey and asked users what they care about most; 18% of users said “fast service” while another 12% said “reliability”.

This is how CORGI’s home page originally looked:

corgi_original

Hypothesis

After compiling all these observations, Lee and his team distilled it down to one hypothesis:

CORGI’s core features were not being communicated properly. Displaying these more clearly on the home page, throughout the comparison journey, and the checkout could encourage more users to sign up rather than opting for a competitor.

Lee adds, “Throughout our user research with CORGI, we found that visitors weren’t fully exposed to the key selling points of the service. This information was available on different pages on the site, but was not present on the pages comprising the main conversion journey.”

Test

Worship Digital first decided to put this hypothesis to test on the home page.

“We hypothesized that adding a USP bar below the header would mean 100% of visitors would be exposed to these anxiety-reducing features, therefore, improving motivation and increasing the user conversion rate,” Lee said.

This is how the variation looked.

corgi_variation

Results

The variation performed better than the control across all devices and majority of user types. The variation increased the conversions by 30.9%.

“We were very happy that this A/B test validated our research-driven hypothesis. We loved how we didn’t have to buy some other tool for running heatmaps and scrollmaps for our visitor behavior experiment,” Lee added.

Next Steps

Conversion optimization is a continuous process at CORGI. Lee has been constantly running new experiments and gathering deep understanding about the insurance provider’s visitors. For the next phase of testing, he plans to:

  • Improve the usability of the product comparing feature.
  • Identify and fix leaks during the checkout process.
  • Make complex product pages easier to digest.

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The post Structured Approach To Testing Increased This Insurance Provider’s Conversions By 30% appeared first on VWO Blog.

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Structured Approach To Testing Increased This Insurance Provider’s Conversions By 30%

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…

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

Unbounce Convertables, Now with Advanced Targeting: Show the Right Offer to the Right Visitor at the Right Time

advtarget_blogtop

Imagine you run one of those old-timey candy shops.

It’s packed wall to wall with chocolate, gummies, bubble gum, licorice and everything in between.

Unfortunately, you spent all your money opening the shop, and haven’t the funds to hire someone to help the customers while you tend the register. So when the shop gets busy, you notice many of your patrons become overwhelmed by the selection, often walking out of the shop empty handed.

Now imagine the candy shop is your website, and the patrons your visitors.

Each visitor to your website is unique — one may know exactly what they want while another requires a little more assistance. Your website, however, is simply not equipped to convert all your visitors, and you don’t have the time or resources to make changes to your website, hire a consultant to run a bunch of A/B tests or run a new campaign to attract more prospects.

What do you do?

Overlays can help

In November 2016, we launched Unbounce Convertables, a new conversion tool to help you capture more conversions on any page of your website, blog or online store.

The first type of Convertables is website overlays triggered by visitor behavior: entrance, exit, timed and on-scroll.

Overlays are modal lightboxes that launch within a webpage and focus attention on a single offer. Still fuzzy on what an overlay is? Click here.

If we’re using the candy shop analogy, overlays are the shop helpers that present your visitors with exactly what they’re looking for (or what they didn’t know they were looking for!). And the best part is they’re a fast, reliable and affordable way to add conversion opportunities to any web page, meaning you can launch them effortlessly while looking like a conversion hero.

Overlays work because, when implemented properly, they leverage psychological principles to focus the visitor’s attention on a single offer.

However, just like the rest of your marketing campaigns — be it PPC or email — the better targeted the overlay, the better results you’ll get.

Which is why we’re pleased to announce our new advanced targeting and trigger options.

Here’s what’s new:

These new features, combined with Unbounce’s core offerings — our trusted drag and drop builder, high-converting templates and marketing automation integrations — mean that you can build on-brand overlays quickly and…

Present the right offer to the right visitor at the right time

Has this ever happened to you? You’re killing time surfing the interweb when boom! — you’re presented with the most perfect-for-you offer that you wonder if your fairy godmother really does exist.

There are two possible explanations for this phenomenon: she does (lucky duck) or the offer was so perfectly targeted that it only feels like magic.

The latter is at the crux of Unbounce Convertables’ new advanced targeting: target the right person at the right time with the right offer.

Not only does this approach ensure your prospects see only the most relevant, timely and valuable offers, it ensures that you generate the best quality leads, signups and sales.

Let’s dig in.

Location targeting

Thanks to the internet, we can find what we’re looking for regardless of where we live.

For marketers, this is both a blessing and a curse — a blessing because you can cast a much wider net, and a curse because of differences in language, currency, laws, competitive landscape and preferences.

By pairing your overlay with location targeting, you can guarantee only visitors arriving from a specific country will see it. Here’s how it might look in the real world:

  • Offer region-specific ecommerce promos, like free shipping for UK visitors only
  • Abide by local data collection and age requirement laws, like the US’s CAN-SPAM or Canada’s CASL legislation
  • Promote local events to only local visitors
  • Present the same offer in different languages of origin
  • Highlight the most popular product in a country only to visitors from that country
  • And much more

Referrer targeting

Message Match is a principle we consistently preach at Unbounce. It’s about making sure your visitors see the same message from point A to point B of your funnel, which is important because strong message match increases conversions by reassuring visitors they’ve come to the right place.

With referrer targeting, you can show a Convertable to visitors who have arrived from a specified URL, creating that message match and forward momentum through your funnel. Here are just a few of the many ways referrer targeting can be used:

  • Offer organic visitors popular content, like a 101-level ebook, via a lead gen overlay
  • Present visitors navigating from an internal product page an offer to purchase
  • Show visitors who’ve viewed a technology partner page content relevant to them, like, for example, how your tool integrates with the partner tool
  • And, you guessed it, much more

Dynamic Text Replacement

Like referrer targeting, Dynamic Text Replacement (DTR) allows marketers to maintain a consistent message from referral source to overlay.

However, unlike referrer targeting where the visitor’s source triggers the presentation of a unique overlay, DTR lets you customize the actual text of your Convertable using URL parameters.

This means that the visitor sees custom copy, which increases the relevancy of your overlay for each individual user. Here’s what that could look like:

  • Create personalized incentives (e.g., “Hey Judy, how ‘bout free shipping?”)
  • Make relevant offers based on previous account activity (e.g., “You really really really like Carly Rae Jepsen — sign up for our newsletter for more on your favorite artists”)

Forget Cookie Monster, marketers love cookies. But we’re not talking about the ooey gooey chocolate chip kind (though I certainly wouldn’t scoff at one), we’re talking about cookie targeting.

Cookie targeting allows Unbounce users to specify which visitors see (or don’t see) a Convertable based on their browsing history. Here are a few examples of what cookie targeting allows you to do:

  • Hide Convertables from visitors who have already opted in
  • Show only one Convertable per visitor and hide all others (this is key if you’re running multiple Convertables, since you want to avoid bombarding your visitors)
  • Ask returning visitors who have already converted to complete a post-conversion action, like following you on Twitter

But wait, there’s more

You didn’t think that was it, did you?

On top of our advanced targeting and DTR, we’re also releasing a new type of trigger.

On-click trigger

Whereas targeting allows you to specify which visitors see your overlay, triggers determine when they’ll see it. Convertables launched with four triggers (on arrival, on exit, on scroll and after delay) and today we’re rolling out a fifth trigger: on click.

Overlays triggered on click mean you can select any element on your web page to trigger an overlay when the user clicks on it. Use it to build your newsletter subscriber list on your blog or to gather interested contacts for product updates.

Still not sure what we mean? Click here.

The secret to highly effective overlays…

The secret to highly effective overlays is really no secret at all — it’s all about presenting the right offer to the right visitor at the right time.

Using Unbounce Convertables, you can mix and match different targeting and triggers to present the most relevant, timely offers for your visitors.

And you can do it all within Unbounce’s trusted drag and drop builder, loaded with fully customizable overlay templates so you can stay on brand and still launch in mere minutes.

Convertables are available now from Unbounce. Try them for free for 30 days!

Already an Unbounce customer? Log into Unbounce and start using Convertables today at no extra cost.

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Unbounce Convertables, Now with Advanced Targeting: Show the Right Offer to the Right Visitor at the Right Time

Create a Case Study that Converts [INFOGRAPHIC]

We have a saying at Unbounce: “Put a customer on it.”

Whether it’s a blog post, conference talk or even our homepage, we take every opportunity possible to show how our tool is helping real marketers #dobetter (another common Unbounce phrase).

And it’s not just because we love our customers. I mean, we do love our customers, but putting a customer on it — particularly in the form of a case study — is a compelling way to inject social proof into your marketing. And persuasive social proof can be just the thing to convince your prospects that they need what you’re offering.

But how does one create a case study that provides social proof and ultimately wins you customers?

Our friends at JBH Agency (a UK-based content marketing agency) have the answer: a 34-point checklist for creating a case study that converts. It’ll take you through the whole process, from choosing the right customer to feature to selecting a case study format to documenting its impact.

Psst: If you’re more of a reader than a visual learner, check out the original article that inspired this infographic, written by Ayelet Weisz.

34 point case study checklist
Embed this infographic on your site

Credit: 

Create a Case Study that Converts [INFOGRAPHIC]

How to interpret scrollmaps for A/B testing

Reading Time: 6 minutes

Do you remember when people used to buy full music albums?

Like, the good ‘ol days of records, cassette tapes and CDs? The days before iTunes made it easy to be a one-off consumer, obsessed with the next, delicious single?

Well… your web page is your hit album. When you created it, you probably envisioned it in its entirety, as the sum of its parts. For you, each section on your page is a part of the narrative.

But, visitors often have short attention spans. They’re hungry for that hit single. Think of the space above the fold as that single. This is the area that captures or loses your visitors. For many businesses, the space above the fold is all anyone will ever see. (Much like Carly Rae Jepsen’s “Call Me Maybe” — did anyone download that whole album??)

call me maybe gif

That said, it’s entirely possible that your target audience still prefers complete albums; these visitors want to examine all or most of your webpage. They are patient, they’re scrollers, they want the whole story.

As a modern marketer, you know that the more you understand about your visitors, the better. Fortunately, technologies exist nowadays that allow you to capture certain aspects of visitor behavior. Scrollmaps and other tools help you visualize the visitor experience: how far down your page are visitors going, what are they clicking, and how are they consuming information?

If you’re doing or considering conversion optimization (and you should be), it’s a good idea to incorporate scrollmaps, clickmaps, and heatmaps into your analytics arsenal.

Scrollmaps are particularly useful because where you’re testing is just as important as what you’re testing. (I’ll get into this more in a second).

If you haven’t explored this aspect of your visitors’ behavior yet, don’t worry. This post is all about how to leverage the tools that are out there so that you’re not only testing the right elements, but you’re testing them in the right place.

What is a scrollmap?

Scrollmaps, heatmaps, and clickmaps are all tools that allow you to visualize visitor behavior on your webpage. Scrollmaps display a visual representation of the amount of time a visitor spent viewing each section of your page.

Scrollmaps speak with colors. Depending on the tool, red, white and yellow generally indicate areas that visitors spent the most time viewing, while teal, dark blue and black indicate areas that visitors almost never see.

How do these tools work?

Three of the most popular scrollmap tools today are Hotjar, Crazy Egg and Clicktale. Each is a little different. Generally, you’ll tell your tool what page and for how many visitors you want it to collect data for.

A big factor here is how much traffic you have on the page. Rather than time, I would look at the sample size included e.g. pageviews or visitors. For low traffic sites you will see [user behavior] patterns emerge with just 2,000 pageviews. On higher traffic sites you might want to bump that up to 10,000.

– David Darmanin, Founder & CEO, Hotjar

Your tool will collect user data until it has sufficient pageviews, then it will generate your scroll/click/heat-map for you.

Take a look at this scrollmap from Telestream, a screencasting and video editing software:

Telestream scrollmap
Revealing scrollmap data from Telestream.

There are a few things we can gather from this scrollmap:

  1. There’s a major drop-off point just below the 4 tile images: that dark band of color tells us that fewer than 20% of users are scrolling past these images
  2. The data seems to indicate that these 4 images are creating a “false bottom” on this page
  3. Important product features (the 3 points underneath the dark band of color) are being missed

These insights can become hugely important when you’re testing. For Telestream, we were able to use this information to form a testable hypothesis (and a winning variation).

At this point, you might be thinking, Wait a sec, do I really need to test anything? If I discover that most of my visitors don’t scroll past the fold, can’t I just move the most important information on my page above the fold?

Yes and no. Let’s say you go for it. You move the information you deem most important above the fold: your call-to-action, your main product value points etc. Maybe you see a spike in conversions, maybe you see a decrease in conversions…maybe nothing changes at all.

There are a few reasons this is problematic:

  1. You’re guessing: How do you know that the information you think is most important will be the most influential for your visitors?
  2. You’ve taken an action, but you haven’t set yourself up to look at cause and effect: Did your changes actually have any effect at all or are external factors at play?
  3. You’ve cornered yourself: You have an outcome, but you’re missing the ‘why’ >> without the ‘why’ it’s tough to move forward.

Without a control, you can’t be sure that your changes had any effect on the outcome. In fact, the only thing that you can be sure of is that you have no way of knowing whether your changes were the cause of an increase or reduction in conversions. You’re left in the dark.

Scrollmaps, while useful, are just a part of the puzzle. They allow you to create more informed hypotheses to test, based on observed visitor behaviors and patterns on your webpage. Testing is the only way to both have confidence in a change and gather further insights about your visitors.

So, yes. You still need to test when using scrollmaps.

Exploring with scrollmaps

At WiderFunnel, our testing program begins in Explore (phase 1 in the Infinity Optimization Process™). Explore is organic and expansive: it’s the data-collection phase. You want to be armed with as much information as possible before you begin hypothesizing.

infinity optimization process
The Infinity Optimization Process is iterative and leads to continuous growth and insights.

A portion of this data-collection revolves around digging into your digital analytics and user research. This is where scrollmaps, heatmaps and clickmaps join the party.

As you can see, these tools provide just a fraction of the data you want to get your hands on before you start testing. But, that doesn’t diminish their importance. For some businesses, scrollmap data can be a total game-changer.

Don’t kill your A/B test before it begins

Let’s say you are not using any extra analytics tools like scrollmaps. You’ve decided to run a test with a single variation. In this variation, you add a new section halfway down your webpage. The test runs…and runs…and runs. The data comes back showing that the variation didn’t make any difference. Naturally, you scrap this test strategy.

Here’s the main rub: when you’re A/B testing, you must capture enough conversions to reach statistical significance. I won’t get down and dirty with statistics in this post (that’s a whole other blog post series). In laymen’s terms, if a variation beats a control with 95% statistical significance, you can assume that 19 times out of 20, the result you’re seeing is not due to chance.

Suffice it to say, you should shoot for 95% statistical significance on every test you run.

If you’re testing on an area of your page that most visitors aren’t seeing, you’ll have a much harder time detecting a change in conversion rate lift. The majority of your visitors won’t see any difference between your control and your variation. If 90% of visitors aren’t scrolling past the fold, and that is where your change is, then 90% of visitors are seeing control vs. control.

The small number of people that do see your test won’t have much impact on the conversion rate because they’re such a small portion of your audience. You would need to run your test for a much longer time to reach 95% statistical significance because the conversion rate lift would be very small, requiring more traffic to detect a change.

We recently reviewed a page for a current WiderFunnel client…

…and saw that just 25% of their traffic scrolled past the fold. As a result, we knew that any test built for that page had to impact the elements above the fold if we wanted to maximize impact for the business. Otherwise, few visitors would be influenced by the change.

If we had designed a test impacting an element below the fold, it would have taken much longer for us to achieve statistically significant results. Nobody (or very few) people would have actually scrolled down the page to see what had been changed. It would be impossible to know whether the lack of impact from our test was due to the change we’d made or to the fact that nobody saw it. It would be a shame if you discounted a great idea just because of poor placement!

Don’t neglect that first single

I’ve talked about the benefit of scrollmaps in better understanding visitor behavior on your webpage. But, I haven’t yet discussed what might be motivating or demotivating your visitors to scroll in the first place.

Remember the music album analogy? It’s entirely possible that your visitors do want to listen to an entire album, but your first single (the space above the fold) turned them off.

Above the fold is where you make a first impression with visitors: good, bad or ugly. If it’s a bad impression, new visitors won’t be motivated to scroll further and will most likely bounce. If you’re just getting started with conversion optimization, it’s a good idea to test above the fold: perfect that opening message and see if they start scrolling!

What do you think about scrollmaps and similar analytics tools? How do you employ these tools in your optimization efforts? What are your favorite tools? Let us know in the comments!

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How to interpret scrollmaps for A/B testing