Did you know that since the start of the pandemic, e-commerce businesses rose by a whopping 17.9%? 

How did you fare last year? 

As the new year falls upon us, it is time to take a serious look at our goals for the coming year. No, we are not saying to make a resolution list- we all know these don’t work. We are talking about asking yourself honestly, where do I want to be at the end of the year? What do I want my business to look like? And how do I get there?

By the time you get to the end of this article, we are confident you will have more concrete answers to these questions.

1. Understanding Your Audience

Understanding your audience can be the difference between someone who visits your site and a customer who helps yield results. That’s why you are here, right? 

As we move into 2022, more and more people want to be heard – gone are the days of a generic site geared to everyone. You need to stand out.

Let me explain. 

I know it may sound creepy but track your customer’s interests. Learn their behaviors, find out what social media platforms they use, what blogs they read, what grabs their attention? With this knowledge, you can run specifically targeted ads. Not only does this help minimize the amount you spend on ads but will almost guarantee you are maximizing the revenue from those ads. 

Another keyway to understand your clientele is to send out surveys. I know what you are thinking, who does those things anyway? Your current customers are likely willing to help. If they know it’s all to better serve them, they might jump at the chance to help. This, coupled with any online feedback you already get from existing customers is a great place to start. 

Pixabay

Remember, if you don’t ask, the answer will always be no. 

Let’s look at a few more tips to help you better understand your audience and gain more conversions.

Tips to help understand your audience

• Communicate with them – ask them what they want and listen.
• Use social media networks to learn what interests them.
• Show them who is working behind the screen – let them get to know you and your team.
• Be approachable.
• Use online tools such as Audience Analytics and chatbots.
• Learn your demographic.

2. Minimizing Website Load Times

You know it, I know it, we all know it – waiting for a website to load is a sure-fire way to get someone to exit your site and move on. We live in a world of instant gratification. Nobody wants to wait for a slow webpage. 

Crazy Egg

It doesn’t take much to get a user to abandon your site. If you have a delay of even 100 milliseconds, that could send your potential user to your competitor. On average this small delay could result in a 7% decrease in conversions. 

Did you know if a smartphone user must wait close to 3 seconds for a webpage to load, you have a 53% chance they leave your site? Those are huge numbers!  

Let’s break down what a 1-second delay in upload time can mean.

• 11% fewer page views
• 7% decrease in conversions
• 16% decrease in customer satisfaction
• 47% of potential customers believe a page should load in less than 2 seconds.
• 79% of customers said they would not return to a slow site – ever! 

If the potential customer won’t stay to see what you have to offer, everything else you have done or will do means nothing. 

Ways to improve website loading time.

• Reduce the file size of your images and videos. 
• Use JPG when possible. 
• Optimize your design for mobile users
• Reduce your redirects
• Cache your webpages

3. Optimize Your Design for Mobile Users

We mentioned this above as a way to improve the speed of your site, but this deserves a deeper dive. Historically, desktop users convert to more sales because desktop users are more often in the buying state of mind than mobile users. This, however, is starting to balance out a bit more.

Today, everyone has a smartphone. Anyone can access your website from anywhere in the world. Experts predict that as we move forward, mobile users will be just as important as desktop users if not more so. Similar to the home phone – desktops are now seen in fewer and fewer homes. Don’t miss out on the top trend of 2022.

Another key area to look at is Adobe Flash. Back in the day, it was all the rave. However, today it doesn’t serve much purpose but slows you down. Ditch the animation, ditch the overly busy. Try to stick to a simple, clean design your users will appreciate. Help them stay on track and not get distracted from the real reason they are on your page – to solve a problem. 

Top ways to optimize for mobile users:

• Test, test, and re-test
• Pick a responsive web design
• Speed is vital to your success
• Use AMP in your webpages
• Compress images

4. Building Trust Through Transparency

Conversions are largely influenced by trust. The best way to build trust is to be transparent. Consumers are demanding that we use transparency in design. Ask yourself – do I have a website I would trust?

Let’s dive into what that means and how to implement this in your website and overall business.

One of the key factors to build trust through transparency is to be as upfront as possible. Don’t try to fool people- now is the time for honesty. 

• Always invest in secure systems
• Informed data usage is vital
• Always be upfront about pricing – try to avoid any hidden costs

Your users should know what your app will have access to. (What information are you obtaining from them – be clear) If they understand that the collection of data is for a better user experience, they will be more inclined to offer it to you.

Once you build trust, it will help with conversions and retention. We need those customers to come back, and they will if they trust you. 

5. Using True Social Proofs

Using true social proofs is what will set you apart this year. More and more companies are moving towards this way of gaining trust with customers. True social proofs may be the most important trend of 2022.

We must move past the generic photo claiming this product is great. Everyone thinks their product is great. Your customers are smarter than you think. We as humans tend to trust what our peers say more than the head of a business. I bet you have some loyal customers who would be thrilled to be a part of your success. It doesn’t hurt to ask- right?

Did you know a study done by WordPress states 82% of potential customers are more likely to trust a company that uses real people in their marketing campaigns and ads? 

How to use social proofs in your business:

• Use real-life customers, their pictures, and their words.
• Ask them directly to share your company or product on their social media sites. (You can offer those who help a discount- however, most people want to help without the payback)
• Contact an internet influencer who knows or works with your target audience and ask for help – you may be surprised how easy this one is.

Here is a popular example.

Swedish watch company Daniel Wellington is known for using influencers on Instagram to promote their watches. Year after year they see their conversions grow.

Coredna

6. User Experience (UX)

This should go without saying, but, if a user isn’t having a good experience, they are quick to exit your site and move on. If that potential customer doesn’t stick around, it’s hard to convert them into a sale. That is why in 2022 it’s imperative to put the user experience first and foremost. Even Google says having a great UX score will lead to a better ranking, and in turn, lead to more conversions. 

You need your customers to find your content useful, your product valuable, and your site credible. Your website should be easy to navigate and the information easily accessible. If you can tick all these boxes, you will be one step closer to a conversion

iservice

Keeping with the customer’s experience and needs being at the forefront of everything you do, ask yourself what is it that gets you to vacate a site? One of the top reasons people leave a site is too many pop-ups, and videos that play on repeat. Ditch these as soon as you can.

Keyways to improve the User Experience (UX)

• Make your content interesting. Find a link between the company and the customer. Using a brand story will help achieve this.
• Don’t be annoying. Skip the extra fluff – you don’t need it. 
• Be direct and keep it clean and transparent – don’t try to hide anything. Be as honest as you can. It will yield results.
• Speed is huge – nobody has time for your webpage to load.
• Make it easy to ask for assistance – use the chatbot. This is another trend most sites are now using in 2022

7. Simplify Your Checkout Page

Congratulations, you got your customer to the checkout page, you have almost hit the goal line. However, 60%-80% of potential customers leave your site at this point, never to return. It’s a sad fact, but true. 

Do you know what your abandonment rate is?  

One of the leading causes of high abandonment rates is a busy and difficult checkout page. On average, a potential customer stays on your page for 15 seconds. That is not a lot of time. In those 15 seconds, you must make sure your point gets across, that trust is built, and you are providing the product or service you promised. 

The online user is impatient and nervous to give out too much information. That is why we suggest ditching the mandatory account setup and instead opt for a guest option as well.

Pixabay

Keys ways to simplify your landing page:

• Make it easy. Easy to get to payment, easy to add or remove items from the cart, easy to ask questions. 
• Keep it simple – your checkout page should only contain four items – 1. Checkout 2. Delivery Details 3. Payment Details 4. Confirmation
• Include a visual indicator of the checkout process. When the customer knows what to expect, they are more inclined to continue the process until the end of the indicator. As a new company, we suggest keeping your checkout process to a maximum of 4 steps – more than that, and you could lose so close to the finish line. 

Above all else test, test, and test again. Make sure to perform an A/B test for the different layouts and designs. Knowing your audience will help with this checkout process.

In Summary

We are all here for conversions, right? Using these 7 top trends of 2022 is sure to put you ahead of your competition. The main takeaway from this article is how our customers feel about using our site – everything goes back to the User Experience. 

As you implement some of these trends into your website, we encourage you to keep testing, trying new things, and continuously be learning. 

By optimizing for customer success, you’re more than likely optimizing for growth.

– Alex Turnbull

Are you interested in a free conversion optimization audit?

Submit your site and let us send you a list of custom optimizations just for you!

Claim your Free Audit Here.

https://convertica.org/statistical-significance-calculator/Gone are the days of the generic site- you need to stand out. Before we begin, ask yourself, what makes my website stand out from my competitors? If you don’t have a clear answer to this question, maybe, it’s time to take action.

Our goal is to help you generate more revenue, gain more conversions, and stand out from the pack. We do this using tried and tested conversion techniques. 

This month is no different. Today, you will learn from Crazy Egg about 15 high-converting lead magnet examples and design ideas. The ever-popular Guess the Test asks us what homepage design decreases bounce rates. Unbounce helps us learn from our mistakes from 2021 and use them to improve in 2022, and finally, Marketing Examined shares with us 9 copywriting tips to improve your conversions.

Let’s dive in.

15 High-Converting Lead Magnet Examples and Design Ideas

https://www.crazyegg.com/blog/lead-magnet/

Before we continue, let’s answer what a lead magnet is and why you need to use them. A lead magnet is a marketing term for a free item or service that you give away to gather your contacts information.

When you produce a high-converting lead magnet, it’s extremely hard for your target audience to say no. The more you test and hone in on what works, the more you will generate highly qualified leads. That’s the goal, right?

Here are a few of the top converting lead magnets for you to try.

• The E-book. This lead magnet is one of the more successful lead magnets you can use.
• Mini-Courses. This online education industry is a $275 billion industry- not to be missed. Even weekly emails with a video link will get you the conversions you need.
• Checklists. These simple lists are a tried and tested way to produce a high converting lead magnet.
• In 2022 Podcasts are HUGE! Podcast listeners have grown by 29.5% in 3 years.
• Calculators. Calculators require a bit of coding, but the benefits are massive. VWO created a simple calculator that allows visitors to determine whether their A/B tests have achieved statistical significance.

Here’s an example:

Crazy Egg

These are just a few of the fantastic ideas coming from Crazy Egg this month – don’t miss out on this great article.

The Biggest Marketing Lessons of 2021 (And How to Use Em’ in 2022)

https://unbounce.com/marketing-ai/biggest-marketing-lessons-2021-to-use-in-2022/

Unbounce has done it again, offering us gold in an article. This not-to-be-missed article offers you insight into where you might have gone wrong in 2021 and help you use that to push ahead in 2022.

According to Twilio, COVID-19 accelerated companies’ digital communications strategies by six years. This means heaps of new competition and in turn, means the need to stand out is at an all-time high. 

So, what is one of the biggest mistakes of 2021 that you might be guilty of? Not using AI. According to researchers, the use of AI soared between 2018 and 2020, jumping from 29% to a staggering 84%. If you’re not using it, your competitors are. 

Pixabay

Netflix’s use of AI is a great example to mention. In 2017 Netflix saved $1 billion in revenue to their competitors by using AI to personalize recommendations for its users. Helping them remain leaders in this industry year after year. 

This article list 6 other lessons for us to learn from. Always a great read from Unbounce.

What Homepage Re-Design Decreases Bounce Rate?

https://guessthetest.com/test/which-homepage-redesign-decreased-bounce-rates/

Bounce Rate is defined as the percentage of visitors who view your site and then leave rather than continuing to other pages within the same site.

Guess the Test asks us what re-design decreases bounce rates? 

• Version A – Homepage design with a series of product categories
• Version B – Homepage design with a dropdown menu selector 

What option do you think decreases the bounce rate by 7%? Yup, you are right- version B has users more inclined to use the dropdown menu selector and continue onto the next page. 

Guess The Test

In an attempt to create a clear and prominent Call To Action (CTA), the re-designed version stripped away all potentially distracting elements and displayed only the dropdown menu selector.

Just another example of why it’s imperative to always be testing. 

9 Copywriting Tips to Improve Your Conversion Rate

https://www.marketingexamined.com/blog/copywriting-tips-to-improve-conversion-rate

The Marketing Examined explores 9 great tips to improve your conversions. Taken from the head honcho Amazon, these tips will help you stand out, and remember that is what 2022 is all about- standing out above the rest. 

Here are a few of the great tips brought to you by Marketing Examined.

• Eliminate weasel words -such as half, most, a small percentage. Instead, use statistics. 
• Avoid adverbs in your writing – they are for lazy writers. You are showcasing your product- be BOLD, be CONFIDENT.
• Be objective. Subjective writing lacks in facts and data. Want to stand out? Write knowledgeable sentences.

Marking Examined

Overall keep it simple and precise. In today’s busy world, we don’t have time for fluff. 

In Summary

Standing out from your competitors is what 2022 is all about. What steps are you going to take this month to improve conversions? Let us know- we would love to hear from you.

Those who are not growing will get left in the dust- don’t let that be you.

Until next month.

Are you interested in a free conversion optimization audit?

Submit your site and let us send you a list of custom optimizations just for you!

Claim your Free Audit Here.

Closing out the year, we have an informative line-up of articles for you. First, a stand-out experiment from Guess the Test, asking what landing page design radically increased conversions by over 300%!

Next, we bring you an article from the Marketing Sherpa about Conversion Rate Optimization tools, with five real-life case studies to help get you on the right track.

VWO shares a user guide into A/B testing. What is it? How to do it, and why? And finally, this month, a fascinating article from Invesp diving into 5 difficult questions you should know the answers to but might not.

Let’s break these down a little further.

Guess the Test- Which Design Increased Conversions By Over 300%?

https://guessthetest.com/test/which-design-radically-increased-conversions-337/

This month Guess the Test compares Version A – Landing page featuring icons with skimmable text with Version B – Radically redesigned landing page focused on a benefit-based copy. Can you believe one over the other had an increase of 336%!?

We don’t want to give away the answer, but let’s say we got this one right. Did you?

Guess The Test

Marketing Case Studies with Brands That Used 5 Types of CRO Tools

https://www.marketingsherpa.com/article/case-study/conversion-rate-optimization-tools

The Marketing Sherpa starts their article with a simple question, what is a conversion rate optimization tool? It seems like a simple question however, far too many don’t have a more in-depth answer. It is so much more than just A/B testing.

The Marketing Sherpa shares case studies from companies using 5 types of CRO tools. One case study shares how a circuit board manufacturer increased conversion rates by 17% by simply optimizing for specific device types. 

We found the case study about an e-commerce business that moved away from discounts to increase profits by $17,500 eye-opening. Like always, the Marketing Sherpa knows how to put a case study together.

Marketing Sherpa

A Guide to User Testing

https://vwo.com/blog/a-guide-to-user-testing/

This latest article from VWO breaks A/B testing down for us.

We get answers about what A/B user testing really is? 3 steps to conducting impactful user testing, and how a well-run user test can drive conversions. This one comes with some great examples not to be missed.

One of the steps described is about using the right audience for your testing. Are these people my core audience? What is my demographic? This article is well written, easy to follow, and is sure to help you get on the right track.

VWO

5 Difficult CRO Questions you Should Know

https://www.invespcro.com/blog/5-difficult-cro-questions-you-should-know/

In this article from Invesp, they break down 5 difficult conversion rate optimization questions you should have the answers for.

Questions such as does more traffic mean more conversions? And what’s the hardest thing about experimentation?

They also discuss what a reasonable uplift is after running a successful CRO program. What can you expect? You put in all the hard work, now you need to know if it’s working. They will lay it all out for you in this great article.

Invespro

In Summary

Between VWO offering us a guide to user testing, the Marketing Sherpa with case studies all about companies using CRO to maximize returns, and Invesp asking some tough questions, this month allows you opportunities for some real growth. 

As we close out the year, we hope 2021 brought your business growth and insight. We thrive on offering you the best of the best and will continue to do so in the coming year.

So what changes are you going to be implementing this month?

Until next year.

Are you interested in a free conversion optimization audit?

Submit your site and let us send you a list of custom optimizations just for you!

Claim your Free Audit Here.

Month after month, we strive to deliver you with the best of the best. Our goal is to help you do everything you can to succeed! What do the best companies all have in common? A desire to always be improving. What have you done this month to improve your business? What steps have you taken to reach a higher conversion? Let us give you a few examples to set you on the right path.

We have a stellar line-up for you this month, with CXL presenting you with 7 landing page examples that will make you stop and question where you could be doing better. 

Widerfunnel offers us a case study about The Motley Fool and how they increased paid subscriptions by over 11%! They also discuss how experimentation is the key to growth. 

You will get a lot out of the article from Unbounce who discusses 5 ways to use scarcity on your landing page. They also look into the psychology of scarcity – we found this super interesting!

Then, Guess the Test provides us with another great experiment, this time about using emoji’s in your emails or not. Do they motivate? And finally, the Marketing Sherpa gives you 3 great case studies all about optimization.

Let us begin with CXL and landing page examples.

7 Landing Page Examples & User Journey Breakdowns to Swipe for Inspiration

https://cxl.com/blog/landing-page-examples/

Did you know most landing pages are ineffective, with an average conversion rate of only 4.6% across all industries? CXL shares with you 7 landing page examples from those who are standing out from the pack.

One of the companies used as an example is Headspace. They are a powerful example of how to design a landing page for bottom-of-funnel visitors. This landing page does 3 things incredibly well, including effective use of social proof. Be sure to read on to find out what other 2 tactics Headspace uses.

Another company standing out above the rest is Lyft ridesharing service. Lyft shows why it pays to know your audience. With a landing page directed to play on your emotions, they directly target their audience in ways others often avoid. Read on to find out what other ways Lyft stands out from the rest.

CXL (https://cxl.com/)

In this article, you will find a breakdown of 5 other companies and what they are doing to stand out and stand above their competition. There is something for everyone in this in-depth article.

How The Motley Fool increased paid subscriptions by over 11%

https://www.widerfunnel.com/case-studies/the-motley-fool/

We love it when Widerfunnel does a case study. In this article, they look deep into the highly successful business from The Motley Fool.  When those around you are making waves, you want to know why.

That’s what this article is all about, finding out exactly how The Motley Fool started generating key customer insights to uncover millions in uncovered revenue. Follow this experiment outline in your business and see where you could be doing better.

Widerfunnel (https://www.widerfunnel.com/)

5 Ways to Use Scarcity on Your Landing Page to Boost Your Sales

https://unbounce.com/landing-pages/5-ways-to-use-scarcity-on-your-landing-page-with-examples/

We found this article from Unbounce very interesting – discussing human nature and your landing page. This article will dive into the psychology behind scarcity in our everyday lives and how to translate that same psychology into your landing page. 

One of the ways discussed is the sense of urgency conveyed on your landing page. Unbounce provides some key terms commonly used as well as what not to do. Remember there is a fine line between being too pushy and inspiring urgency. If your copy sounds too aggressive, it may raise some flags. Don’t forget to find out what the #1 scarcity tactic you need to implement today is!

Unbounce (https://unbounce.com/)

Can You Guess Which Test Won? With or without the clock emojis in the email subject line?

https://guessthetest.com/test/email-subject-line-with-or-without-the-emojis/

We don’t want to give away the answer on this latest test from Guess the Test, but let’s just say we didn’t get the answer right. What do you think is best? Adding emojis to the email subject line or leaving them out? 

Guess The Test (https://guessthetest.com/)

As always, Guess the Test puts together a thorough experiment, one you can take results from with great confidence. So, did you guess right?

Landing Page Optimization, Search Engine Optimization, and Paid Search Optimization: 3 quick marketing case studies

https://www.marketingsherpa.com/article/case-study/landing-page-optimization

Once again, the Marketing Sherpa shares with us some quick case studies focusing on our favorite subject, optimization. We look into the newly popular LIVESTORM to see how a company with almost no brand awareness set out to gain a higher rating than Zoom. Learn how using a competitor comparison landing page attracted 6% of the organic traffic this web conferencing software obtained.

Marketing Sherpa (https://www.marketingsherpa.com/)

Another case study provided by the Marketing Sherpa shows how a Health system shifts paid search strategy from regional-based to location-specific, increasing conversion by 111%! Yes, you read that right, 111%. This case study lays it all out for you.

And finally, we were intrigued to learn how an event management company increased landing page optimization conversions by 40%! This idea is just genius, one I know we want to do further testing on to see how well it can work for us. If you implement this one, you have to let us know how it goes.

Summary

Regardless of the size of your business, there is always room for improvement. Remember, if you are not moving forward and finding new ways to grow, you will get left behind. We hope you find these articles from some of the most trusted names in the game beneficial. What changes are you going to implement this month to get you closer to your goals? 

If you have any questions about anything you read today, don’t hesitate to reach out.

Until next month.

Are you interested in a free conversion optimization audit? Submit your site and let us send you a list of custom optimizations just for you!

Claim your Free Audit Here.

This month we share an article from the ever-popular Linear where they share 11 reasons why your landing page isn’t converting and how to fix them. Guess the Test asks the question Guest Checkout or Not. Next, the Marketing Sherpa teaches us how to solve three types of customer needs through marketing. Widerfunnel will help you grow revenue with a bit of CRO and UX research. And finally, we look at VWO for a guide to user testing.

11 Reasons Why Your Landing Page Isn’t Converting (and ways to fix it)

https://lineardesign.com/blog/landing-page-not-converting/

Be sure to read this article to determine why your conversion rate is not where you want it to be. From a buried purpose and mixed signals to a lack of incentive, these could be a few of the problems you are facing.

Linear Design (https://lineardesign.com/)

Another problem Linear talks about – are your landing page and your homepage the same? You might be surprised to learn this is one of the biggest mistakes you can make. Learn what the three common differences between a homepage and landing page are and how to make yours stand out from the competition.

This article is well written and offers real-life solutions to the problems most attributed to conversion issues. Don’t forget to download Linear’s essential landing page checklist.

With or Without the Guest Checkout Button?

https://guessthetest.com/test/without-or-with-the-guest-checkout-button/

Yes, it’s true, we want as much information from our customers as possible, but at what cost. Is a one-time sale better than nothing? Or is it best to insist on your customer’s information through a sign-up form? 

Guess The Test (https://guessthetest.com/)

The testing team this month used four formats to determine what’s best. Is it best with or without the guest checkout button? Two tests with the guest checkout and two without. Which one do you think won?

Three Types of Customer Needs and How to Solve Them

https://www.marketingsherpa.com/article/case-study/cusotmer-needs

In this great article, the Marketing Sherpa will share some case studies from companies who are solving their customer’s needs with marketing.

The first case study comes from a skin care company that launched a refill program that became 15% of the business. Not only that but saved their customers up to 30%. This outcome is one of those win-win-win scenarios.

Another case study they share is a software company that gets a 4% conversion rate by aggregating its data to help customers make better decisions. Once again, the Marketing Sherpa helps guide our way.

Growing Revenue with CRO and UX Research

https://www.widerfunnel.com/blog/growing-revenue-with-cro-and-ux-research/

As an eCommerce business owner, you are always looking at acquiring new customers and growing your market share. Widerfunnel teaches us how to combine CRO and UX research to help your company make a more impactful change in your customer’s digital experience.

This article explores how combining Rate Optimization (CRO) and User Experience (UX) can work together to unlock new opportunities. Opportunities such as avoiding stagnation through constant innovation.

They also answer the question, what do people really want? People are complex, but allowing CRO and UX to work together, enables us to validate insights and gain a higher conversion rate. It’s why we are here, right?

“One of the most humbling things about experimentation is that it’s impossible to predict the outcome of changes made to the user experience. After all, if this were possible, there would be no need to test.”

Michael St. Laurent, Director of Experimentation Strategy & Product Development, Widerfunnel

Widerfunnel (https://www.widerfunnel.com/)

A Guide to User Testing (What is it? How To Do It and Why You Need To)

https://vwo.com/blog/a-guide-to-user-testing/

You are going to want to keep this guide for reference. VWO will cover what User Testing is and offer you a breakdown of three steps to conducting impactful user testing. Step two talks about asking the right question to surface meaningful feedback.

VWO (vwo.com)

Customer feedback is one of the best ways to solve problems that we may have turned a blind eye to addressing. We understand gathering user data doesn’t sound like fun. But the whole point is to improve your site, conversions, and ultimately your revenue.

This guide will break it all down for you and help you gain the conversions you want.

Summary

At the end of the day, the fundamentals of conversion rate optimization are to always be optimizing your website. You want to keep your customers happy, keep them purchasing your goods and services, and ultimately coming back again and again.

Until next month.

Interested in a free conversion optimization audit, where we prepare a list of custom optimizations for you?

Claim your Free Audit Here.

We are sharing an article from the Marketing Sherpa, who offer us a look into three great case studies making positive change in your customer’s lives. Widerfunnel discusses the debate of the ROI of experimentation and conversion rate optimization (CRO). Then we will look at some of the best practices for your homepage. Next, let’s dive into what the heck “gamification” really is. And finally, want to get a better pay-per-click rate (PPC)? unBounce shares how to optimize your landing page.

Let’s not waste any time, let us break it down for you.

Make a Positive Change in Your Customers Lives – Best Marketing Practices

https://www.marketingsherpa.com/article/case-study/positive-change-marketing-case-studies

The Marketing Sherpa takes us along for three in-depth case studies from businesses that are making waves. From a cupcake maker who increased triggered email revenue by a whopping 70%! Too many businesses take your money and then forget about you. This case study highlights how a few steps in the customer’s direction can heed a lot more repeat sales for your future. This article also showcases a bridal shop with 30% more sales after getting a better view of their target customers. And the final case study shares how an online photo ID service got over a thousand people to try their service, almost overnight.

Over the years, we have come to trust The Marketing Sherpa and their ability to put together some great case studies that make us open our eyes and want to do better.

MarketingSherpa (https://www.marketingsherpa.com/)

The ROI of Experimentation and Conversion Rate Optimization (CRO)

https://www.widerfunnel.com/blog/the-roi-of-experimentation-and-conversion-rate-optimization-cro/

This may very well be the debate of our time. Is testing effective? Widerfunnel dives deep into this age-old debate. Companies like Microsoft and Spotify, to name a few, strongly believe that testing is an effective way to innovate and develop a product your customers want. Some say if you are not innovating and growing, you are already a fish dead in the water. This article will discuss common objections with real-world applications and provide you with some great formulas to see just where you stand.

They teach you how to calculate the ROI of your CRO program. Learn about Velocity, Quality, Impact, and Cost. Widerfunnel takes you along for a very informative ride. Hop on.

Widerfunnel (https://www.widerfunnel.com/)

eCommerce Homepage Best Practices- 7 Tips to Boost User Experience

https://vwo.com/blog/7-ecommerce-homepage-best-practices/

You don’t want to get left behind, do you? Your user experience (UX) determines how people feel when they visit your website, engage with your brand and customer support.  UX is one of the most critical aspects of your eCommerce business. As the owner, it’s your job to make sure this experience is the best it can be. This article from VWO teaches us some of the best homepage practices to set you above the rest.  Let’s highlight a couple of these top tips, starting with one of the best.

It’s no surprise having a great mobile application is key. Although not always possible, it’s highly recommended to design your website for mobile-first. This article goes into depth why this is so vital. VWO says there are 7.1 billion mobile users worldwide, users who shop, pay bills, and do pretty much everything on their mobile devices. It’s projected this number will rise significantly in the future. So, where do you stand when it comes to your mobile platform?

VWO (https://www.vwo.com)

Some of the other tips to look forward to include optimizing load speed, maximizing space above the fold and streamlining your checkout process, to name a few. You are not going to want to miss this insightful article from VWO.

Using Gamification for MORE Customer Engagement

https://optinmonster.com/gamification-customer-engagement/

If Optinmonster told you there was a strategy that would immediately hook your site visitors and increase the odds they’d subscribe to your site, would you want to know how? That’s what we thought you would say.

Take a deep dive into what gamification is and just how vital it is to the success of your business. Want to improve your user experience (UX)? Gamification is not only a way to make more conversions and gain more sales, but it also makes your eCommerce business fun, a place people want to spend some time.

This article will also dive deep into three expert tips on how to use gamification such as:

1. Add a Spin-to-Win Wheel
2. Run an Online Contest
3. Build a Customer Loyalty App

Optinmonster (https://optinmonster.com/)

How to Optimize Your Landing Page for Better PPC

https://unbounce.com/ppc/optimize-your-landing-page-for-ppc/

One of the most competitive games out there right now is the Pay-Per-Click (PPC) game. As most of us know, PPC is a digital advertising method where you pay for visits to your site through ads, as opposed to earning them organically.

This article from Unbounce has a goldmine of useful information to help maximize your (ROAS) Return on Ad Spend and help create a strategy that will work best for you and your eCommerce business. Breaking down 4 of the top questions asked by their readers, such as: How do paid ads work, anyway? And why your PPC Ad needs a dedicated landing page. They also share with us a step-by-step guide to optimizing your post-click strategy. This is one of those great articles not to miss.

Summary

As you see, this month’s lineup is not to be missed. From learning about gamification, to getting a lesson in best practices for your homepage, this month’s round-up has it all. What steps can you take this month to improve your business?

Success is often a result of many small steps in the right direction.

Until next month.

And as always, we are here to look at your website, to see where you could optimize for increased conversions.

Claim our Free Audit Here.

We will share some tips for writing a good product description to get consumers to notice you. What mistakes are you still making on your landing page? We have that list for you. Next, we want you to check out the ultimate handbook on writing the perfect call-to-action from VWO; let’s start maximizing your website conversions. Furthermore, Guess the Test shares with us their experiment if you should use a padlock or not. And finally, Widerfunnel gives you six factors to increase your conversion rate. Yes, we agree this is quite the lineup. Let’s get those conversion rates up! That’s the goal, right?

Tips for Writing a Good Product Description for eCommerce Websites

https://www.invespcro.com/blog/good-product-description-for-ecommerce-websites/

Invesp has compiled tips for writing a good product description for your eCommerce websites. Knowing the amount of effort and time you put into your business, it must be frustrating when you do not see that effort translated into the conversions you want. There could be many reasons, but the one Invesp has noticed recently is your description to the consumers. Does the description you currently have entice them?

This article will also ask you some good questions to consider. Does your description include these essential details such as:

• Price,
• Shipping costs,
• Product availability,
• Product specifications (e.g., color, size)
• Product features etc.

This article will also help you determine the right keywords to use by asking about keyword difficulty, search volume, and related terms. Knowing your audience is key to determining how to describe your eCommerce website in a description that grabs hold of your consumers.

According to Julia McCoy:

“The whole point of search is to help users find exactly what they’re looking for. If your product descriptions align with this goal, you’re going to please Google and rank well. “

This article is filled with useful tips such as enticing with storytelling, using both features and benefits and writing a scannable copy. These are just some of the tips to start implementing today. This article is not to miss.

Invespcro (https://www.invespcro.com/)

The Top Landing Page Mistakes You’re Still Making in 2021 (and How to Fix ‘Em)

https://unbounce.com/landing-pages/top-landing-page-mistakes-2021/

Do you feel you’re listening to all the advice, making necessary changes, and following what the pros are doing, yet still don’t have the conversions you want?  It could be possible you are making some critical mistakes. The latest article from Unbounce is here to lay out some of the top mistakes eCommerce websites are making and how to find the right balance for you and your company.

We won’t dive into them all here, but some of these critical mistakes include driving all your traffic to one generic landing page. Does this sound like you? Ever heard the saying, “Don’t put all your eggs in one basket?” This is what you are doing when you only have one generic landing page. Not everyone is the same; you need to tailor different landing pages to appeal to different users. According to HubSpot research, companies with 31-40 landing pages get seven times as many leads as companies with only 1-5 different pages. We know that seems like a lot but remember, small steps in the right direction will eventually get you there.

Another huge mistake eCommerce businesses make is to try to close on cold audiences. You need to pre-heat the oven before you can stick the turkey in. One huge mistake Unbounce found was too many landing pages are designed as tools for closing the deal. The goal of your landing page when reaching out to new consumers should be to familiarize them with your brand. Don’t be the company that scares them away before they even get a chance to know you.

Here is an example from Industrial Strength Marketing. They offer you a chance to get to know them by offering you free knowledge in the form of an ebook. This is a great way to get your foot in the door and not have your new visitor run for the hills.

Unbounce (https://unbounce.com/)

The Ultimate Handbook on Writing the Perfect Call-To-Action

https://vwo.com/blog/the-ultimate-handbook-on-writing-the-perfect-call-to-action/

Too many marketing teams neglect the CTA’s (call-to-action) across their platforms. VWO shares that more than 70% of small business websites lack a CTA on their homepage, and of those companies that do, many don’t know how to formulate them properly. That’s what this handbook is all about—teaching you how to utilize CTAs to promote more conversions. That’s what it’s all about, right?

This article explains the different types of CTA’s and where to use them, as well as teaches you six ways to write a persuasive CTA. (For an in-depth explanation, see VWO’s article in full)

1. Using action words in the copy is a must
2. Stir up those emotions
3. Creativity is key
4. Take your audience to the land of promises
5. Play with colours and choose the best size
6. Appeal to their FOMO

Did you know colour is one of the biggest overlooked factors when designing your CTA’s? According to a study by Emma, 85% of people purchase a specific product or service based on colour.

VWO (https://www.vwo.com/)

Is it not time to stand out from the crowd and get more conversions?

Guess the Test – With or without the padlock icon?

https://guessthetest.com/test/with-or-without-the-padlock-icon/?referrer=A

Once again, Guess the Test is providing us with the results from their in-depth testing. This time, should you include the padlock icon or not?  Now, we don’t want to give away the results, but let’s just say your guess on the experiment’s outcome is probably right.

The padlock icon is an easily understood, relatable image we have come to trust. It’s confidence-boosting; it gives us a sense of security knowing we are in good hands. Giving your consumers reassurance is one of the easiest ways to make conversions.

GuessTheTest (https://guessthetest.com)

Take a look and see the results from another in-depth test from Guess the Test to see just why this icon is so important.

Use These Six Factors to Increase Your Conversion Rate – The LIFT™ Model

https://www.widerfunnel.com/blog/the-six-landing-page-conversion-rate-factors/

Using LIFT™, a Landing Page Influence Function for Tests is an optimization framework developed for WiderFunnel to analyze conversion pages and develop test hypotheses; you will be able to increase your conversion rate by simply following this article.

Widerfunnel (https://www.widerfunnel.com/)

These are the six factors to use to increase your conversions rates.

1. Value Proposition
2. Relevance
3. Clarity
4. Anxiety
5. Distraction
6. Urgency

Widerfunnel recently began working with Rudder.com, a free personal financial management service, and used the LIFT™ method to evaluate their homepage. This article goes into detail about the 18 factors identified as priorities for testing. Does your landing page have some of these same errors? If so, they explain how to fix them easily so you can start having a better conversion rate today.

This new LIFT™ model is proven to deliver results to everyone, don’t miss out.

This month we sure have given you lots to look over and consider. What small or large steps are you taking this month to get more conversions?

This Round-Up will explore how to calculate conversion rates and their application across different channels and customer journeys. You’ll also learn how to attract customers and keep them coming back. Next, we will explore what critical mistakes to avoid when doing your A/B testing. Then we bring you along for an experiment on what works better, the link or the button? And finally, we dive into conversion intelligence and let you in on some important insights.

Conversion Rate Formulas to Accurately Calculate Growth

https://cxl.com/blog/conversion-rate-formula/

Take a deep dive into how to calculate your growth. What’s working for you, and what needs to be revamped and revisited. 

Conversion rate formula is key to understanding your marketing insights. It’s the best method to find out what your next steps should be.

The method for calculating conversion rates varies depending on a lot of criteria. CXL details a few of the best formulas to use to see where you stand. However, using the basics, you can calculate the conversion rate with the following formula:

Number of Conversions / Number of Visitors * 100 = Conversion Rate

In addition, you need to keep in mind the item you are selling. A 5% conversion rate on large ticket items is comparable to a %15 conversion rate on smaller ticketed items. Remember, context matters here.

You are also going to learn how to calculate and collect accurate data:

• How many clicks are we generating?
• What’s the click-through rate?
• What’s our CPC?
• What’s our CPA?

If you are looking at how to leverage and calculate your conversion rates to drive your optimization efforts, this is the article you need to read.

CXL (https://cxl.com/blog/conversion-rate-formula/)

Attracting the Customer’s Attention

 https://www.marketingsherpa.com/article/case-study/brand-refresh-AB-tests-PPC-landing-pages-XR-immersive-experience

When the Marketing Sherpa puts together case studies, you pay attention. They know what they are talking about. If you cannot grab the customers’ attention, how amazing your product is doesn’t matter.

Find out what it takes to attract the ever-fleeting attention of your new and old customers. Remember, as we move forward, the most important element of an effective advertisement is its ability to capture attention.

Here three case studies are offered that will certainly help you generate more attention, which in turn generates more money in your pocket.

•   Bumble Bee Seafoods attains its first profitable year in five years by rebranding.
•   Roommate finder app increases conversion by 10% in the A/B test by adding value proposition information.
•   Tennessee Titans reach 2.2 million people on Twitter using an XR immersive experience.

In addition, the Marketing Sherpa explains this fundamental ability in a fun, attention-grabbing way.

MarketingSherpa (https://www.marketingsherpa.com)

The Pitfalls of DIY A/B Testing

https://www.widerfunnel.com/blog/the-pitfalls-of-diy-a-b-testing/

WiderFunnel takes you in on an in-depth ride into the best practices when doing A/B testing. A/B testing results have helped inform many crucial business decisions. However, A/B tests are only as helpful as the accurate information and skill of the tester. Due to this, A/B testing can be frustrating and sometimes can even produce unreliable results.

Reading through this article will help break down what you must avoid. What you need to include and how to use this testing to improve traffic and sales. They help explain what you need to plan your optimization road map, avoid too many testing elements, and finally, how to avoid calculating using unbalanced traffic.

Furthermore, following these steps will help you filter through ideas that are not based on insights that lead to fruitless and repetitive testing, which is wasteful, risky, and less impactful.

WiderFunnel (https://www.widerfunnel.com)

Which login format converted best? Link or button?

https://guessthetest.com/test/which-login-format-converted-best-link-or-button/?referrer=Guessed

GuessTheTest (https://guessthetest.com)

We get asked all the time, what converts better on your webpage and articles: The link or the button?

With this case study from Guess the Test you can see exactly how their button contributed to a 32.37% increase in logins.

Use this as an idea for your own test. Keep in mind to generate accurate numbers and execute this like a true experiment. Keep constants, record accurate data, and be prepared to change what isn’t working.

So, following these steps will put you in the right direction. And settle once and for all what’s better for your business? Link or button?

Conversion Intelligence—The New Era of Marketing

 https://unbounce.com/marketing-ai/conversion-intelligence-the-new-era-of-marketing/

Unbounce (https://unbounce.com)

We will be the first to agree with you, change is hard. It can sometimes feel overwhelming and frustrating. Unbounce is a leader in trying new marketing methods, and they are sharing some of their key finds. They recommend capitalizing on new trends and not missing out on the new way of streamlined marketing.

When a group of marketers was asked if they could have more of one thing, what would it be? 50% said more conversions. It’s no secret conversions lead to more sales, and more sales lead to more money in your pocket. That’s why we are all here, right?

In today’s world, we need to combine the increasingly used artificial intelligence with marketing intelligence. And combined, we get conversion intelligence that works best for you in today’s market. This world is moving fast. The advances to how we market are changing at rates never seen before. Covid has changed the way businesses operate. In addition, we learn what is involved in getting those customers through the door, so to speak, and keep them coming back. 

We hope this Round-Up helps you put into perspective exactly what needs to be done to help improve conversions and build a stronger, healthier business.

First, we have an article from GuessTheTest that will surely give you a good idea for grabbing and sustaining your reader’s attention. Next, we have Google’s 2021 update and why delivering top-notch content is always crucial. 

Third, you can learn some valuable strategies from the 4 case studies we included. Then, we will give you more ways to love Google Optimize. Finally, we have a guide on Conversion Funnels, and why understanding them will help you lead consumers through the buying journey.

Result: Which AI-generated headline won?

https://guessthetest.com/test/which-ai-generated-headline-won/?referrer=A 

With thousands of things constantly grabbing people’s attention, how do you compete with human’s ever shortening attention span? This experiment by GuessTheTest is designed to capture and hook the reader’s attention. 

The goal was to ascertain which AI-created copy combination of the 5 versions would prompt users to click on the Call-To-Action (CTA) button leading to the LottieFiles tool. For your info, LottieFiles is a design and development tool that provides everything needed to create, edit, display, and share Lottie, an open-source animation file format.

The results reveal that high-converting headline copy needs to be crisp, clear, and easily scannable. In addition, a longer and more detailed copy is better at later stages in the funnel to support the user’s decision making.

Guess the Test (https://guessthetest.com/)

Google’s Page Experience Update 2021: Prioritize UX Optimization for Success

https://vwo.com/blog/googles-page-experience-update-2021-prioritize-ux-optimization-for-success/

VWO talks about Google’s update in prioritizing websites that serve an excellent page experience to their users over others. This paves the way for small brands to rank high and have higher conversions as long as they deliver relevant, helpful content and a delightful user experience. 

Another key point that VWO noted is to put a premium on listening to and understanding your customers, giving them what they are looking for. Then, of course, to constantly experiment, evolve, and explore.

Apart from that, there are other high-impact changes that you can explore, such as optimizing your content, speed, SEO, UX, and security. Remember that in determining page rankings, content will always be crucial. Make sure to top it up with alt text descriptions and SEO-optimized keywords. Don’t forget your website’s speed and reduce 4xx errors. With UX, let’s talk about well-designed and correctly positioned call-to-actions as well as ensuring your website is mobile-ready. Finally, ensure safe browsing. The user’s personal information should not be at risk.

VWO (https://vwo.com/) 

Lead Generation: 4 quick case studies about web forms, local keywords, referral campaigns, and virtual business cards

https://www.marketingsherpa.com/article/case-study/lead-generation-case-studies-web-forms-local-keywords-referral-campaigns-virtual-business-cards

The first case study highlights that tweaking a single, important content section in a web form generated a 326% increase in leads. They also emphasized clarity, imminence, time to value, and value translation in influencing the results.

Marketing Sherpa (https://www.marketingsherpa.com/)

Case 2 talks about exploring numerous untapped, local-based keywords with extremely low competition. They also created hundreds of pages with relevant content using a bulk page generator. This resulted in an increase of 37% in email opt-ins and 10% on the front-end, and 28% on the back-end in affiliate commissions. 

Case 3 shows how a team devised a referral strategy called a ‘coffee campaign’ on LinkedIn to promote a product on its launch day. First, they tagged a few prominent people in the Managed Service Provider industry, telling them to tag an MSP buddy in the comments section of the launch post to get a $10 coffee voucher. Then, the team proactively DMed the coffee vouchers as soon as people got tagged. This enticed people to enjoy and participate in the online event.

Lastly, case 4 is about how a real estate company took inspiration from the ban of shaking hands and passing along a physical business card due to the pandemic. Instead, the team experimented with contactless, virtual business cards that generated 103,500 new leads. 

Google Optimize: The Good, the Bad, and the Ugly

https://www.invespcro.com/blog/google-optimize-the-good-the-bad-and-the-ugly/

Invespro (https://www.invespcro.com/)

This article talks about (as the title suggests) the good, the bad, and the ugly sides of Google Optimize. Although not a perfect tool, you can start with conversion optimization without breaking the bank. If you are a small business owner, this is the tool for you. It is accessible, user-friendly, easy to set up, and offers many testing options. In addition, it will enable seamless integration with other Google tools and products. How convenient is that?

On the flip side, there’s a limitation to the number of simultaneous experiments you can initiate for the free version. If you need customer support, there is no option unless you upgrade to Optimize 360. 

Moving forward to the ugly side, it does not have an image upload feature, which requires you to use a third-party tool. Another thing is, there is also no segmentation for your A/B testing. You may also experience page flickering, which may cause trust issues for your visitors. Plus, no scroll maps and heatmaps for your in-depth analysis.

Your Step-by-Step Guide to A/B Testing with Google Optimize

https://www.crazyegg.com/blog/ab-testing-google-analytics/  

Crazy Egg https://www.crazyegg.com/

If you are new to A/B testing and want a more in-depth guide to Google Optimize, this article walks you through this free tool. It explains how A/B testing plays a crucial role in your conversions and sales generation. It also shows you more ways to love Google Optimize. It is user-friendly and an ideal tool for learning the basics and building the foundations of conducting A/B testing.

Why Your Marketing Strategy Needs a Conversion Funnel (and How It Works)

https://unbounce.com/campaign-strategy/conversion-funnel/

Unbounce (https://unbounce.com) 

Unbounce talks about Conversion Funnels and emphasizes that a “well-constructed conversion funnel attracts prospects, nurtures qualified leads, and then converts them into paying customers.”

You will be introduced to the top of the funnel (TOFU). This is where the blog post, articles, ads, and landing pages become handy. Each buyer starts at this spot, actively seeking solutions to their problem. You offer a solution to their problem by offering valuable content.

Next comes the middle of funnel (MOFU). This is the stage where both of you and your prospect get to know each other. They are gathering more information about the solutions you offer, and you also gather information to provide tailor-fit solutions. This is also where you “reinforce trust, nurture leads, and monitor purchase intent.” 

Finally, the bottom of funnel (BOFU). This is the part where you are more optimistic that your prospect may decide to purchase your product or services. Unbounce shares that this is when you need to apply “some sense of urgency” through your emails, offers, and ads.

In our latest eCommerce case study, we’ll show you how we repositioned the reviews section on two sites for increased conversions.

The Websites:

The first website is a niche bedding store based in the USA. They sell premium bedding designed in the states. 

The second website is a jewellery store, specialising in beaded bracelets. They are based in the USA but ship their products worldwide. 

Test Details & Background:

We repositioned the reviews section on the product pages so that it appeared earlier on the page and was more readily visible to customers. Beforehand, the customer reviews were at the very bottom of the page. 

We placed the reviews before the recommended/suggested products, and by doing so we hoped to increase trust with shoppers. 

We tested the changes on mobile and desktop on both sites.

We ran the tests for 2 weeks to reach a 98% confidence level. 

Traffic allocation was set to 50/50.

Test Set-up:

The version with the review section higher up the page looked like this on Desktop:

Mobile:

We placed the reviews just under the product, just below the fold and above the product comparison and detailed description/features.

The Results:

The repositioned reviews section won on both sites, but only on mobile on one, and only on desktop on the other. 

The bedding store saw increases in conversions (order per visitor) on mobile only, with an overall 42.38% increase in orders.

We saw conversion increases in all the different steps of the funnel (users proceed to the cart page, users proceed to the checkout page, and users complete their purchase).

The revenue results (revenue per visitor) were consistent with our funnel results where we saw increases in all steps of the funnel on mobile.

For the jewellery store, interestingly they only saw increases in conversions (order per visitor) on desktop, with a 20.34% increase in completed orders. 

We also saw increased conversions in all steps of the funnel on desktop (users add to cart, users checkout, users are redirected to thank you page).

The revenue results (revenue per visitor) were consistent with our funnel results where we saw increases in all steps of the funnel on desktop.

By rolling out the winner only on desktop, the total impact would be a 2.9% increase in the rate of order completion and 2.2% increase in revenue per visitor.

Key Takeaways:

• For this test to work for your website, you will need to have good reviews first.
• A/B testing this change first is important, as we have shown, one saw increases on mobile and the other on desktop.

First off, we thought you should know about the most common conversion killers that are likely hurting your profits. Then, the importance of communicating your value proposition correctly.

Moving on to conducting experiments to achieve product evolution. You’ll also learn about powerful A/B testing solutions for your e-commerce store. Finally, implementing a bold guarantee to increase sales.

We hope you enjoy these helpful reads!

Conversion Killers: The Definitive Guide

https://conversion-rate-experts.com/conversion-killers/

This article series is brimming with great reads, resources, and examples to increase your website’s conversions. First, the series introduces you to the most common conversion killers and how to spot and overcome them.

One of the emphases in this guide is the importance of learning to write clearly. Using jargon and stuffing your content with hard-to-read sentences will only be a disservice to readers.

Conversion Rate Experts https://conversion-rate-experts.com/conversion-killers/

It’s a given that visitors won’t convert if they don’t understand and trust you or your products. Our job here is to ensure that we can deliver what our visitors desire, including the information they need.

As you read through the series, you’ll learn to organize your copy so that visitors can effortlessly see what they need. This includes fixing your headings by turning them into “teasers” or “spoilers”.

There are also helpful techniques to better deal with competition and outsmart your competitors in this ultra-competitive market.

Your 2021 Guide to Creating (and Optimizing) a Value Proposition

https://unbounce.com/copywriting/value-proposition/

Unbounce talks about value propositions and why they should clearly impart what your brand can offer and its overall value to your audiences. 

If you’re wondering how you can create your own value propositions, you can start by understanding the three main parts:

1. Your solution to your customers’ problem
2. The specific benefits you offer
3. The strengths that set you apart from your competition

Unbounce https://unbounce.com/copywriting/value-proposition/

In addition, they further explain why and how these three elements can help your landing pages stand out. They provide samples of landing pages from specific industries like software as a service (SaaS), e-commerce, and professional services. Finally, Unbounce emphasizes that value propositions should “offer clear-cut benefits convincing the audience to choose you.”

How Experiments Guide Growth at Thumbtack

https://medium.com/thumbtack-engineering/how-experiments-guide-growth-at-thumbtack-31ef32b564f1

Alpesh Gaglani, Director of Engineering at Thumbtack, shared how they conduct experiments to guide product development and the complexity innate in running these experiments. Thumbtack is a local services marketplace where customers find and hire skilled professionals.

He mentioned how engagement can be increased by enabling customers to refine their search or filter keywords based on specific criteria. For example, a customer wants to hire a birthday party caterer specializing in preparing food with dietary restrictions or an appliance installer specializing in repairs or installation of a particular brand.

Through this, customers yield quick results and help customers find the right professionals who can do the job for them.

Medium https://medium.com/thumbtack-engineering/how-experiments-guide-growth-at-thumbtack-31ef32b564f1

Having a good experimentation structure paves the way to data-driven decisions and creating products or services appropriate to the market demand.

Finally, he also emphasized the importance of cultivating an amazing culture that rewards success and seeing failures as an avenue of learning. This allows them to super-charge their growth.

Powerful A/B Testing Solutions for Your eCommerce Store

https://vwo.com/blog/top-4-methods-for-finding-test-ideas-for-your-ecommerce-store/

VWO https://vwo.com/blog

VWO walks you through a better approach in A/B testing that will increase your chances of getting meaningful, positive results. In addition, this article points out Google Analytics’ role in telling you where to focus your efforts, thanks to its Funnel Visualization Report. 

Although it tells you which part of the funnel is the weakest link, it does not reveal why it is not working.

Hence, the need to employ tools like:

1. Surveys and polls
2. User testing
3. Competitors and other big eCommerce stores
4. Customer service logs

These methods can generate significant insights and valuable results that help improve metrics and develop solutions to the problem.

How to do Guarantees Right. And How we Grew a Business by 49% by Adding a Guarantee.

https://conversion-rate-experts.com/guarantees/

This article from the Conversion Rate Experts talks about when and why guarantees work.

A guarantee helps customers feel at ease as it reduces the risk for them if the company does not deliver what it claims.

Conversion Rate Experts https://conversion-rate-experts.com/guarantees/

This is evident when they implemented a bold guarantee for Geeks2U— to augment the already-great service offered. Just by adding a guarantee on the page, the initial test generated 11% more orders, which increased to 21% when a more specific and prominent version was used. 

Then another experiment with a new variation using a single, powerful sentence, supported with a simple visual, resulted in 24% more conversions. These tests garnered them an overall improvement of 49% over the original “guarantee-less” page. 

In addition, they also pointed out the use of positive terms to deliver a positive promise like “We guarantee that you’ll love our service.” Instead of “If you dislike our service….” 

If you are curious about crafting a guarantee, a 9-step checklist for implementing a bold yet safe guarantee is also discussed in the article.

We hope you enjoy these as much as we did!

8 Tips for Optimizing Your eCommerce Homepage for Success

https://vwo.com/blog/8-tips-for-optimizing-your-ecommerce-homepage/

New from the VWO blog, we’ve got 8 ways you can optimize your homepage for success. When someone visits your site, you’ve only got a few seconds to show them at a glance, who you are, why they should buy from you, what you sell and how to find products. 

1. Make sure you have optimized your homepage for search engines, as well as for users. Ensure your metadata and images are correctly optimized. And for users, having all the information they need above the fold.
2. Include (and test) primary call to actions. 
3. Optimize for mobile. 
4. Build trust by displaying contact information.
5. Provide a personalized shopping experience.
6. Feature (and test) your best products.
7. Display site security.
8. Highlight sales above the fold.

VWO https://vwo.com/blog/8-tips-for-optimizing-your-ecommerce-homepage/

Purchase Intent: 3 quick case studies show how marketers increased opt-ins, leads, and ROAS by tapping into customer motivation

https://www.marketingsherpa.com/article/case-study/purchase-intent-case-studies-marketing-opt-ins-leads-ROAS-customer-motivation

This month Marketing Sherpa brings us 3 new quick case studies.

The first is a home improvement website which increased their opt-in conversions by 50%. They used Hotjar to visualize user interaction, in conjunction with Google Analytics to identify their best performing channels. They learned that there were 2 particular demographics that were engaging with the site, first time home buyers under the age of 30 and senior citizens above 65. 

With this information they were able to customize their funnels for the 2 demographics, tailoring the message for each, and subsequently improving the click-through rate from an ad landing page where they offered a lead magnet from 3% to 11%. Opt-in email conversions for the lead magnet increased by 50%.

The second case study shows how by focusing on purchase intent, a wine store increased their return on ad spend 24% above their goal. 

And lastly, an autobahn indoor speedway 10x’s their leads by leveraging an AI powered chat bot. 

Marketing Sherpa https://www.marketingsherpa.com/article/case-study/purchase-intent-case-studies-marketing-opt-ins-leads-ROAS-customer-motivation

Read through the 3 case studies in full here.

Conversion for mobile: how we helped grow a FinTech company by 470%

https://conversion-rate-experts.com/gohenry-case-study/

From Conversion Rate Experts we have a case study on how they improved conversions by 470% by adopting a mobile led approach. 

They go in depth into what aspects of mobile optimization they targeted and tested, beginning with the approach that mobile visitors are not just desktop visitors on a different device. By looking into visitor data, they determined that mobile visitors had very different intentions, likes and dislikes than their desktop counterparts.

They then tested a long form landing page, which increased sign ups 78% above the original. With this format, they had the chance to address all the objections people might have around a financial product for children. They were also able to visually get their message across and increase trust by highlighting their collaboration with Visa.

Conversion Rate Experts https://conversion-rate-experts.com/gohenry-case-study/

They also optimized Facebook ads for mobile, tested a new pricing page, homepage, and post sale page for mobile, all with generous increases in conversions. 

Read through the whole case study here.

“What’s a Good Conversion Rate for My Landing Page?” [Conversion Benchmark Report 2021]

https://unbounce.com/conversion-rate-optimization/what-is-a-good-conversion-rate-2021/

Unbounce brings us their all new Conversion Benchmark Report for 2021, which analyzes more than 33 million conversions across 44 thousand Unbounce-built landing pages.

They’ve been broken down into 16 key industries, and subcategories. You can use these benchmarks to help you determine how you’re performing against the rest of your industry, get actionable insights on changes you can make today, get data supported best practices, and help you build a culture of continuous improvement within your organization.

Unbounce https://unbounce.com/conversion-rate-optimization/what-is-a-good-conversion-rate-2021/

Get the report here.

The Website:

Our latest case study features a lead generation site in the assisted living niche.

It connects family caregivers with suitable care homes or carers and provides resources for those looking into various care options.

What We Tested And Why:

For this particular test, on mobile and desktop, we added call-to-action buttons at the end of each section of content on the property pages.

This is so users would have easy access after reading their section of interest.

For desktop only, we also added a call-to-action button on the sticky bar (in-page navigation).

We used heatmaps and click maps to find the sections where users interacted most.

Based on these observations, the team hypothesized the following:

• Users read through each section of the property pages.
• On desktop, they primarily use the in-page navigation bar to browse these sections.
• There were not enough existing call-to-action buttons and they were not easily visible.

The Results:

For the combined desktop and mobile results, there was a 162.65% increase in clicked call-to-actions and a 42.32% increase in form submissions.

Our key takeaways were that to arrive at the best placement for call-to-actions, you must understand user behavior and interaction with the page.

Also, call-to-action buttons must be placed where users’ focus is so that they can easily take action as soon as they’re ready to. This is especially important on longer pages and on mobile.