A good digital strategy can’t succeed if it doesn’t convert. We’ve all heard about SEO, PPC, Social Media Marketing … but are you paying attention to your company’s CRO – conversion rate optimization? CRO is all about how many people become customers after engaging with your content. CRO and SEO and other digital marketing tactics go hand-in-hand, but they all require distinct practices and techniques to work properly. Continue reading “Conversion Optimization Hacks for 2019”
If you are an executive at a company that is looking to significantly improve the performance of your marketing programs, things could radically change for the better in a relatively short amount of time through new technology-based marketing tools that make use of Artificial Intelligence (AI). What’s more, our solution is cookie-free, it is not challenging to implement, it is not expensive, and it doesn’t take a long time to begin seeing results. Say what?
The basics: AI, or machine learning, uses powerful technology to sift through mountains of data to find patterns (learn) that are associated with specific outcomes, which – for many companies – are greater conversions. As a result of this learning, marketers and strategists can pare down and focus their efforts to deliver precise and specific digital content – at the right time in the right place in the sales process – that will lead to … Continue reading
Building an effective website is hard work, but all that hard work would be wasted without ongoing analysis and continual website improvements. There is a lot of chatter about optimizing site performance and integral to that is a good test plan to know the areas of the site that could perform better. It can be a tough task with hundreds of pages, multiple conversion points to measure, and competing priorities across departments. Setting up a precise testing structure is the first step towards achieving your goals.
What is a Conversion Rate Optimization (CRO) Test Plan?
CRO is the method of using analytics and user feedback to improve the performance of your website. Based on KPI (Key Performance Indicators), CRO can be used to improve any website metric. This is where optimization or conversion testing comes in, to improve conversion, interaction and engagement on your website. There may be many conversion … Continue reading
Let’s say for the sake of argument that you have amazing content on your website. You spent a lot of time writing the content and picking images and you feel that it represents your company well. Your design is fresh and fun. But you are still not quite sure that your site is optimized for generating revenue.
First of all, I want to start by saying this is not an article about how to search optimize your site, (SEO). While SEO is something very important, conversion optimization is quite different. Here, I will give you a few pointers on how your ecommerce website can be optimized to accumulate its maximum potential for generating revenue.
When your prospects take a series of online actions, their digital footprints can be knitted together to tell us a story about their purpose – or intent. These footprints can come from many sources, such as search queries, website visits, downloads or even engagement with various social platforms, such as Facebook and YouTube or blogs.
Not only can we discover their current objective but we can also surmise their future intent.
Each individual signal already tells us a lot, but when we group them together, live and in order, we are able to extrapolate dynamic and powerful engagement patterns that can tell us even more about their preferences, information needs, propensity to take an action and finally, their intent to make the purchase. This not only helps us with an individual prospect, it informs us about similar audiences.
Live intent data goes … Continue reading
Ad Extensions: Introduction – Getting the Most Value out of Your Marketing Dollars
It’s no secret that the first step in converting customers is to drive prospects to your website. To do cost effectively through paid ads it is essential for you to ensure your ads are not only relevant to the person’s needs but also that your ads stand out from your competitors.
Historically, the only option available to accomplish this goal was a 70 character written description. Today, the description is not enough. If you perform a query for most any product or service, you will notice that other than promotions, pricing, or years in business, most ads to not contain anything that is truly unique.
Even when companies create ads that offer something unique and valuable to their prospects, this message is often overlooked as the ads themselves blend in with the all the other ads. … Continue reading
I was speaking to a prospective client this past week and he said, “we definitely need to increase our conversions and our bounce rate is over 90%!” First reaction, YIKES! that is a really high bounce rate; no wonder they are not getting any conversions. As I started to explore and ask some questions of my expert team members, I learned a few things.
Just so we are all on the same page, Google Analytics defines Bounce Rate as the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page.)
Your bounce rate is driven by so many different variables and honestly it depends on the goals and other KPI metrics that have to be considered along with what you are trying to achieve!
If your goal is to drive phone calls in a fast sales situation, the … Continue reading
The holiday season is right around the corner and now is the time when most small businesses start marketing their holiday promotions through newsletters and email marketing. Most businesses understand the need to market to their customers, especially during the holidays. Unfortunately though, most of them also miss the basics when compiling their campaign.
Here are some quick tips to help you increase your conversion rates this holiday season!
1) Use short subject lines
In a study conducted by SalesForce, subject lines fewer than 10 characters long had an open rate of nearly 60%, which is much higher than the industry standards defined by Constant Contact, an eMail marketing service. Use short subject lines to get your point across right away. This saves time for the user because they know what is inside, and helps users convert quickly. Continue reading “5 Tips To Improve Your Email Marketing Campaign This Holiday!”
As we continue to rush with increasing speed into social and new digital interactions with customers, clients, supply chain partners and other stakeholders in the success of our businesses, it may seem like change is the only constant. If it feels like that, perhaps you’ll be heartened to know that some things haven’t changed. And if you stick to these basics, you will continue to find success in your efforts to persuade and influence, no matter what newfangled media vehicles are encountered.
While these social influence principles have been documented and studied by many researchers and scientists for well over a half a century, Dr. Robert Cialdini is considered by many to be the leading authority of this subject, as documented in his famous book, Influence.
The idea is that you consider these influence mechanisms as levers that encourage responsive behavior. Clearly, these tactics would not be considered alternatives … Continue reading
From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our CEO, Lisa Maier, discusses The Neuroscience of Conversion Optimization.
This is a great article that describes three principles from neuroscience that are directly tied to conversion rates. In addition to understanding the science, the author provides actionable methods to incorporate the principles, so you can put these ideas to work right away.
An example is ‘processing fluency’ which basically says we have a tendency to have a more positive view of things we are able to do most easily. The derived action is to take the time to think through and to simplify/clarify what is requested of visitors to your site. It’s especially important to apply this type of principal to the purchase path, and in particular the call to action.
I really liked the ‘congruent actions’ principle, … Continue reading