In this case study, we explore the impact of highlighting shipping, reviews, and security information on the homepage and its effect on conversion rates and revenue generation. After running tests for 12 days, the results showed significant improvements in both desktop and mobile user experiences.

Online consumers demand quick and seamless experiences when browsing and shopping. Research suggests that shipping information, customer reviews, and security assurances are critical factors in consumers’ decision-making processes. Shipping information provides a sense of trust and transparency, while customer reviews help build credibility. Security assurances, on the other hand, ensure customers that their personal information and transactions will be safeguarded.

Desktop Mockup:

Control Version:

Test Version:

Mobile Mockup:

Control Version:

Test Version:

Results:

1. Desktop:
   • 51.6% increase in order completion rate
   • 57.9% increase in revenue per visitor
   • 93% confidence level, close to statistical significance
2. Mobile:
   • 68.9% increase in order completion rate
   • 40.9% increase in revenue per visitor
   • 97% confidence level, indicating statistical significance

We also saw an increase in conversions in all steps of the funnel (users proceed to the collections pages, users proceed to the product pages, users proceed to the cart page, users proceed to the checkout page, and users complete their purchase).

With mobile results reaching statistical significance, we recommended rolling out the changes live for mobile users. Although desktop results were close to statistical significance at 93%, we still advised implementing the changes for desktop users

The tests conducted in this case study clearly demonstrate the benefits of highlighting shipping, reviews, and security information on the homepage. By implementing these changes, online retailers can expect to see an increase in conversion rates and revenue generation, leading to a more profitable and successful e-commerce business.

What We Tested:

In the world of e-commerce, every amount of assurance given to potential customers can make a significant difference in conversion rates and revenue. In today’s case study, we look at the effects of adding refund and shipping policy badges to the cart page.

To evaluate the impact of these changes on conversion rates and revenue, we conducted an A/B test. The test involved two versions – the control version, which saw no changes, and the test version, which saw the addition of refund and shipping policy badges and shipping popups on the cart page. 

We collected data on various metrics, including the rate of order completion, revenue per visitor, and funnel performance. The test reached statistical significance with a 97% confidence level.

Desktop Mockup:

Mobile Mockup:

Results:

Our revenue report revealed the following key findings:

1. Desktop: The test variant achieved a 21.8% increase in the rate of order completion and a 20% increase in revenue per visitor compared to the control version.
2. Mobile: There was no significant change in the rate of order completion and revenue per visitor for the treatment group compared to the control group.

The funnel report showed that the increased revenue results on desktop were consistent across all steps of the funnel, including:

1. Users proceeding to the cart page
2. Users proceeding to the checkout page
3. Users completing their purchase

We rolled out the changes live on desktop and also on mobile, as we saw no negative impact from our mobile tests. 

Key takeaways:

The success of this test can be attributed to several factors:

1. Increased trust and transparency. By displaying the refund and shipping policy on the cart page, customers are provided with clear and easily accessible information regarding their purchases. This increased transparency can build trust and alleviate potential concerns, leading to a higher likelihood of customers completing their transactions.
2. Reduced uncertainty. Online shoppers often have concerns about shipping timeframes, fees, and potential return complications. By making these policies more prominent, the test addressed these uncertainties, which in turn increased the customers’ confidence in proceeding with their purchase.

Are you ready to increase your conversion rate on your own website? Why not claim our free CRO audit that can increase your conversions anywhere from 20-100+%?  Answer a few questions and we’ll send over the personalized audit by email!

The Website:

The success of an online store depends not only on the quality of its products but also on how easily customers can navigate through the website and select the desired product variants.

In this case study, we detail the redesign process of the variant selectors in an e-commerce store, aiming to optimize the user experience and improve conversion rates.

The results showcase a significant increase in conversion rate, revenue per visitor, and clickthrough rates at each step of the sales funnel.

What We Tested And Why:

Our primary goal was to redesign the variant selectors to create a more intuitive and user-friendly experience. We aimed to make it easier for visitors to navigate the website and select from the available product variants, which would ultimately lead to higher conversion rates and increased revenue.

The redesign process involved a thorough analysis of the existing variant selector layout, identifying areas of improvement and potential bottlenecks that could hinder the user experience. We then implemented changes based on the insights gathered and conducted a three-week test to measure the impact of the redesign on conversion rates and revenue.

Desktop Mockup:

Control version:

Test version:

Mobile Mockup:

Control version:

Test version:

The Test Results:

After three weeks of testing, we observed the following results:

Conversion rate: There was a significant 144.8% increase in conversion rates, with a 98% confidence level. This indicates that the redesigned variant selectors positively impacted the visitors’ likelihood of making a purchase.

Revenue per visitor: The optimization led to an 83.9% increase in revenue per visitor, highlighting the financial benefits of the redesign.

Sales funnel clickthrough rates: Each step of the sales funnel—adding a product to the cart, proceeding to checkout, and receiving the order—also experienced increased clickthrough rates. This suggests that the redesign not only made it easier for customers to select product variants but also contributed to a smoother overall shopping experience.

Conclusion:

The success of this case study demonstrates the importance of continuously improving and optimizing user experience in e-commerce. Redesigning the variant selectors resulted in significant benefits, including increased conversion rates, higher revenue per visitor, and improved clickthrough rates at each stage of the sales funnel. 

Are you ready to increase your conversion rate on your own website? Why not claim our free CRO audit that can increase your conversions anywhere from 20-100+%?  Answer a few questions and we’ll send over the personalized audit by email!

The Website:

This website is an eCommerce store in the luxury goods niche. 

What We Tested And Why:

We conducted A/B testing to measure the effectiveness of adding a search bar on the homepage, collections pages, and blog pages. We randomly divided our traffic into two groups: one group that saw the new search bar on the homepage, collections pages, and blog pages, and the other group that saw the original version of the website without the search bar. We tracked the rate of order completion and revenue per visitor for both desktop and mobile users.

Our reasoning for the test was that with customers quickly and easily able to find the products or information they were looking for, it would increase their chances of making a purchase.

Desktop Mockup:

Mobile Mockup:

The Test Results:

Our results showed that adding a search bar resulted in a 71.9% increase in the rate of order completion on desktop and a 67.8% increase in revenue per visitor on desktop.

However, there was no significant change in the rate of order completion and revenue per visitor on mobile.

We achieved statistical significance for our desktop results with a 98% confidence level, indicating that the results are reliable and significant.

Conclusion:

Adding a search bar on the homepage, collections pages, and blog pages has proven to be a successful solution for increasing revenue and improving the user experience for desktop users.

On mobile, however, the screen size may have made it more difficult for customers to use the search bar effectively, resulting in no significant change.

As a result, we recommended further testing and optimization of the search bar for mobile users to enhance the user experience and potentially increase revenue on mobile devices.

Overall, our case study demonstrates the importance of testing and data-driven decision making in improving the user experience and increasing revenue for e-commerce websites.

Are you ready to increase your conversion rate on your own website? Why not claim our free CRO audit that can increase your conversions anywhere from 20-100+%?  Answer a few questions and we’ll send over the personalized audit by email!

In today’s fast-paced digital world, standing out from the crowd and driving conversions is crucial for online success. That’s where A/B testing comes in.

In this month’s round-up, we will explore strategies and techniques to help you maximize your website’s performance. VWO teaches us how to create better A/B testing ideas. Conversion asks us if we are experimenting too narrowly. Then Hubspot shares three persuasion tactics used by Steve Jobs to win customers. And we close out this month with an article from Invesp about applying Hicks Law in Web Design.

Whatever company you are building, conversion rate optimization is imperative to substantial growth.

How to Create Better eCommerce A/B Test Ideas From Conversion Research

https://vwo.com/blog/how-to-create-better-ecommerce-a-b-test-ideas-from-conversion-research/

As we know, A/B testing is a powerful tool that enables you to compare two or more versions of a webpage or marketing element. When done correctly, it will help you determine which performs better regarding conversion rates.

In this article from VWO, they ask how good are your A/B testing ideas? This article goes on to teach us what some of the best research strategies are and where to look for insights.

They mention that some of the best insights can come from visitor surveys, user testing, and live chat analysis.

Below are some great examples of quickly understanding common user issues.

• Watch session recordings for bugs and issues: Sit back, grab some popcorn, and watch how your users interact with your site. It’s easy to see where flaws may be hiding.

https://vwo.com/blog/how-to-create-better-ecommerce-a-b-test-ideas-from-conversion-research/

• Find out why your customer didn’t purchase: When we learn what made them leave, we can learn how to keep them next time. This simple question should yield several testing ideas.

A/B testing can help you unlock the full potential of your online presence.

Steve Jobs’ 3 Powerful Persuasion Tactics and How You Can Use Them to Win Customers

https://blog.hubspot.com/marketing/steve-jobs-persuasion-tactics

How lucky the world was to have Steve Jobs; in addition to many talents, he had a knack for persuasion. Steve Jobs uses three powerful persuasion tactics, and today, Hubspot shares how you can learn and adapt these techniques.

Here is one that stood out to us.

Making a lasting impression with Distinctiveness: Standing out in a crowded market is essential for success. Known as the Von Restorff Effect, distinctive items are more memorable than those that blend into the crowd.

https://blog.hubspot.com/marketing/steve-jobs-persuasion-tactics

One example shared about the power of distinctiveness is the 1998 launch of the iMac. Launching around the same time as other names in the business, iMac was unveiled in several vibrant colors. This helped them stand out from the crowd and capture consumers’ attention.

Don’t miss the other two great tactics used by Steve Jobs.

Are You Thinking About Experimentation Too Narrowly?

https://conversion.com/blog/are-you-thinking-about-experimentation-too-narrowly/

According to recent statistics, A/B testing has proven its worth in driving business growth. However, if we experiment and test too narrowly, we could miss much potential gain.

Conversion did a recent study with 44 program leaders from different companies. The goal was to learn how they define experimentation and what it means. Oddly, the various definitions and answers were vastly different. What does that mean? Conversion believes many companies may be testing too narrowly.

https://conversion.com/blog/are-you-thinking-about-experimentation-too-narrowly/

Do you fall into this category?

How to Apply Hicks Law in Web Design: Tips and Best Practices

https://www.invespcro.com/blog/hicks-law/

Let’s begin by answering what Hick’s Law is. Psychologists William Edmund Hick and Ray Hyman discovered that the more options a person has, the longer it will take them to choose.

Below is Hick’s Law formula:

This law is represented by this formula; RT = a + b log2 (n)

(The article breaks down this formula)

Here are some benefits of implementing Hick’s Law in your company.

• Simplifies decision-making: Improves user experience and conversions.
• Improves web speed: A website with too many options reduces user experience. Simplify.

This article lists several ways to test Hick’s Law theory for yourself.

Here is one example:

• Website Forms: When we simplify these forms, we remove the overwhelming feeling our consumers can get. Again, this theory states to simplify and reduce options.

https://www.invespcro.com/blog/hicks-law/

Conclusion

By testing different variations and measuring their impact on user behavior, you can make data-driven decisions to optimize your website’s performance and drive higher conversion rates.

Here is a great quote from Steve Jobs to close us out.

“The smallest company in the world can look as large as the largest company on the web.”

Until next time,

Are you interested in a free conversion optimization audit?

Submit your site and we’ll send a list of custom optimizations just for you!

Claim Your Free Audit Here.

Welcome to this month’s round-up, where we delve into the ever-evolving world of conversion rate optimization, sharing valuable insights to boost your website’s visibility and user experience. This month, we focus on the power of testing data to determine what truly resonates with your audience and delivers the best results.

Today, we visit Optimizely, which shares 6 pillars for building a culture focused on experimentation. Invesp teaches us how to conduct a CRO audit. Guess the Test asks which format won, the copy with social media icons or contact icons? And finally, VWO talks about how data can increase personalization, resulting in higher conversions. 

To stay ahead of the curve, businesses must adapt their CRO strategies continuously. One effective way to achieve this is through rigorous testing and analysis.

6 Measuring Pillars for Building a Culture of Experimentation

https://www.optimizely.com/insights/blog/measuring-pillars-for-building-a-culture-of-experimentation/

In today’s fast-paced world, A/B testing and experimentation are vital. Building a culture where testing is practiced and expected will help yield conversions. 

Optimizely shares 6 great measuring pillars for getting you and your team on the right track. 

Below are a couple that stood out to us. 

• Optimize Experiences on Every Device: This tip tells us to focus on making adapting changes across all platforms easy.
• Data-Driven Marketing: Work on integrating data-driven decision-making. Be sure to make it easy for others on the team to interpret the results. 

We love the quote Optimizely uses; “Experimentation beats speculation.”  Implement some of these tips today to start improving your conversions. 

How to Conduct a CRO Audit in 10 Steps

https://www.invespcro.com/blog/how-to-conduct-a-cro-audit-in-10-steps/

Do you feel you keep testing, and no matter what you do, conversions are not improving? If so, Invesp has a solution. 

This article shares 10 steps to conduct a comprehensive CRO audit to improve conversions. This audit is designed to help you find and fix errors, pain points, and flaws in the user experience. 

Invesp has compiled a complete article to get you moving in the right direction. 

Here are a few steps we want to highlight:

• Define the Target Audience: Include demographics, psychographics, behaviors, and pain points. Once we have a clear idea of who we want to sell to, we can better understand them.
• Analyze Website Traffic: This practice will help you see where your traffic is coming from so you can put more resources into that avenue.

Don’t miss this in-depth article from Invesp.

What Format Won? Social Icons or Direct Contact Icons?

https://guessthetest.com/test/with-phone-numbers-or-social-sharing-icons/

In this month’s Guess The Test, the question is whether social icons were best, or if contact phone numbers would prove better.

What format do you think won?

The problem that Medium Giant faced was some items were only available through the store, and consumers had to call or email the store directly. With the original only showing media icons instead of contact numbers, users were confused. Would this new format prove to help?

Yes, the new format with numbers listed led to a 123% lift in contact submissions and a 115% increase in mobile users. 

Steve Krug says a cardinal rule for the user experience is don’t make the user think!

How Data Can Drive Increased Personalization

https://vwo.com/blog/how-data-can-drive-increased-personalization/

VWO teaches us how to use the data we obtain from users to increase personalization. 

But what data should you be collecting? And why? Below are a few of the tips and tricks for data collection. 

• Consumer Demographics: Age, location
• Descriptional data:  Lifestyle habits, where they work
• Contextual data: What browser do they use? Do they use a desktop or mobile
• Behavioral data: Has the user clicked on any upsell offers? How often do they interact with chat features?

This article also talks about how to track and use data. You will learn about customer data platforms and how to use them. This method helps bring all information into one location to help personalize and generate more leads.

Conclusion

CRO is essential to optimizing your website’s performance and user experience. As the saying goes, “Conversion rate optimization is not about guessing what works; it’s about knowing what works and making it better.” 

By embracing data-driven strategies and continuous testing, you can unlock the true potential of your online presence and achieve remarkable results.

Until next time,

Are you interested in a free conversion optimization audit?

Submit your site and we’ll send a list of custom optimizations just for you!

Claim Your Free Audit Here.

As the month draws to a close, we have gathered many insightful articles and resources to help you optimize your conversions. In this month’s round-up, we selected top-notch content to enhance your knowledge and understanding of consumer behavior, conversion rate optimization, and lead generation tactics.

One of this month’s round-up highlights is an article from Guess the Test that dives into whether to show the price or the features in advertising. It explores the benefits and drawbacks of each approach. We also feature an article by VWO that challenges you to check your conversion rate optimization rates and presents solutions for revenue growth. 

Nutshell shares some tips on optimizing lead forms for better conversions. The article presents nine tactics businesses can use to increase lead generation rates and drive more revenue. Finally, we have an article from Conversion showcasing six advanced experiments businesses can use to maximize profits during the Black Friday and Cyber Monday shopping season. 

Let’s dive in! 

Finances or Features: Which Format Won?

https://guessthetest.com/test/finances-or-features-which-format-won/

This month, Guess The Test asks us if showcasing features or finances is best. What was your guess? 

Yup, option B won this race. It was proven that the format with all the listed finances didn’t do as well as the format displaying features. But why? It was shown that the need to open the email was gone once all the finances were revealed. But why?

Research shows that when a product is displayed first and then the price, the consumers decide based on the quality of the product rather than the price determining the purchase. On the flip side, if the price is displayed first, the consumer will assess if the cost seems worth it. 

Remember, the best time to show the price depends on whether you want to promote the product’s value or features. 

What Does a Low Conversion Rate Say About Your Website?

https://vwo.com/blog/low-conversion-rate-how-to-improve-it/

Have you been wondering why your conversion rate is low? This informative article from VWO shares insightful information on what could be your issue and how to solve them.

Check out these six reasons why your conversion rate might be slow. 

Below are a few that stood out to us. Read on to learn how to improve these rates using the tips you learn today.

• Unclear call-to-action buttons

If a visitor is confused about where the CTA is or what it is trying to convey, your user will get confused and simply leave. Make your CTA stand out; make it foolproof. 

• Broken checkout process

Is your checkout process long and confusing? If so, this could be a huge reason for low conversion rates. We need it simple, and forms that ask for too much information or are too personal will get left in the dust. Walk through your process and see if it’s easy, straightforward, and uses autofill options. 

• Low-quality images

When we use many low-quality stock images, we welcome confusion amongst our users. High-quality images or branded visuals help build user engagement and, in turn, your conversions.

Continue reading this article for more tips and techniques to optimize your conversion rate. 

9 Lead Form Optimization Tactics to Increase Conversions

https://www.nutshell.com/blog/lead-form-optimization

You don’t want to miss this informative article from Nutshell. Learn nine great tactics for lead form optimization. 

First, what is lead form optimization? It refers to structuring your online forms to generate more quality leads. 

Below are a few tactics that stood out to us. 

1. Put your forms above the fold line: How often do you make it to the very end of a webpage? Not often, right? Make it visible to your users. 
2. Use compelling call-to-actions (CTAs): You need to catch your users’ attention and make it clear what they have to do. Using color to draw attention is an excellent technique to use.
3. Apply an intuitive form layout: Making your form user-friendly will help users complete the form and generate leads. Use white space, and make sure the field size matches the answer length. Ask questions in a free-flowing approach. 

We need to remember to optimize our site for maximum conversions constantly. This article from Nutshell will surely spark a few A/B tests in your future. 

Peak season CRO: 6 advanced experiments to help you maximize profits

https://conversion.com/blog/peak-season-cro/

Have you optimized for high-traffic peak periods? This article from Conversion talks about these high-profit periods, such as Black Friday and Cyber Monday. 

Did you know that last Cyber Monday had record-breaking sales of over 11.3 billion, an increase of 5.3% from the previous year? We need to take notice of these peak periods and be ready. 

Below are a few of the experiments suggested by Conversion. 

1. Sale countdown timers are a great way to create urgency and intrigue with your consumers. Be sure to test the right location for this timer.
2. Delivery and collection is a big motivator. Did you know that 49% of consumers agreed that the reason for purchase was free shipping? Test what works best for your products or services.

This article goes on to discuss more experiments to try and discover what works best for your site. 

In Conclusion

We hope you find this month’s round-up informative and valuable. Remember, it comes down to the user experience; when we test and optimize our conversions, we see it in our profits. 

We wish you the best of luck in your marketing endeavors and look forward to sharing more insights.

Let’s end with a quote from Peter Drucker. “The aim of marketing is to know and understand the customer so well the product or service fits them and sells itself.”

See you next month for more informative articles!

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.

In today’s digital world, businesses must adapt to stay relevant and competitive. The world of e-commerce has undergone a significant transformation in the past few years. It’s quickly moving from being a purely digital platform to one that involves a mix of traditional and digital marketing techniques. 

Mixing technologies with traditional marketing has become a trend in e-commerce, allowing businesses to expand their reach while retaining a personal touch. When your customers feel connected and confident, you will see it in your conversions.

This month, we look at articles focusing on the customer experience and why it’s so vital. VWO shares A/B testing ideas to improve your customer’s first impressions. The Marketing Sherpa brings us an article about the magic of mixing new technologies with traditional marketing strategies. Invesp teaches us about customer testimonials and why they are vital for success. And finally, Marketing Examined reveals twelve formulas for writing engaging headlines.

Top A/B Testing Ideas to Create a Great First Impression

https://vwo.com/blog/top-a-b-testing-ideas-to-create-a-great-first-impression-with-your-ecommerce-homepage/

Each page on your website can influence your conversion rates, but you must get them past your homepage. In this article, VWO offers great A/B testing ideas. Let’s discuss a few that stood out to us. 

1. Header or Footer: Traditionally, a header is used in most e-commerce practices. However, testing the use of a footer can prove beneficial. Adding anchor links will help your SERP rating.
2. Images: We all understand the importance of high-quality images. Considering senses are removed from e-commerce sales, the image needs to shine. Be sure to focus on authenticity.
3. Seasonal Offers: Did you know 85% of customers will exchange valuable personal data for discounts? The homepage is a great place to showcase these seasonal offers.

Source

VWO shares 10 A/B tests sure to add insight and help optimize conversions. 

Proven Strategies for Generating Interest

https://www.marketingsherpa.com/article/case-study/marketing-funnel-generating-interest

The Marketing Sherpa brings three informative case studies about the combination of tradition and technologies. This article is about improving your brand’s marketing funnel and ultimately optimizing conversion rates. 

The first case study presented was about a finance company that used AI tools to double organic traffic- don’t miss this one. However, it was case study two that stood out to us. 

In case study two, we learn how a crypto ratings provider creates marketing on a budget and gets a 50% response rate. How did they do it? They rated the top 500 cryptocurrencies on their website and told them that they (BestCryptos) had rated them from 1-500. Would you be curious? Of course, who wouldn’t be? 

This method reached a 50% response rate, opening doors to building relationships. Learn more about the response from the companies near the bottom; not everyone was happy with their ranking. However, this just influenced the longevity of this marketing campaign. 

Work on incorporating your marketing strategy to include both methods.  

12 Formulas to Write Engaging Headlines

https://marketingexamined.com/blog/formulas-to-write-engaging-headline

Did you know 80% of your visitors won’t pass your headline? When you write engaging headlines, you capture your visitor’s attention and open the door for a sale. 

Marketing Eliminated teaches us 12 formulas for headlines that engage. 

Below we list a few that stood out to us.

Formula #2: Simplify what it is and why it’s different.

source

Formula #8: Introduce the product and say what it does

Formula #11 Be specific and add your hook

source

Copywriter David Ogilvy once said, “On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

Customer Testimonials: What is it, Why it Works, and How to Use it. 

https://www.invespcro.com/blog/adding-testimonials-to-your-website/

In today’s world, we seek out the opinions of others before investing our hard-earned money. When was the last time you made a relatively large purchase without first reading many reviews? It’s said that 85% of consumers will read up to 10 reviews before purchasing.

This in-depth article from Invesp gives you the answers you are looking for. You will learn about the different types of customer testimonials, when to use them, and what format is best for you. 

Learn how to write a testimonial that works with these four elements.

• Indicate the customer’s problem.
• Highlight how the product solved the problem.
• Show how unique the solution is.
• Reveal how the customer experience improved.

Learn how to get customer testimonials.

• Offer a discount.
• Customer satisfaction surveys.

Learn when to use customer testimonials.

• Social Media advertising helps keep your brand at the forefront in the minds of your followers. 
• Showcasing customer testimonials on your homepage is an excellent way to engage users and build trust. Below is an example of a homepage done right! 

source

Building a trust-based relationship with your users will ensure conversions you can count on. Don’t miss this informative article.

In Summary:

Businesses can build brand loyalty by focusing on customer satisfaction and providing a personalized shopping experience. A satisfied customer is likelier to become loyal and recommend the brand to others.

We can learn a lot from the method that has worked for centuries; ultimately, how you make the customer feel brings them back

Until next time, 

Have any questions about the articles you read today, or if you would like a free audit, send us a message; we would love to help. 

Claim your Free Audit Here.

I have always found winter the best time to hunker down and work hard on my goals. What else is there to do anyway? And for most of us, that means staying home warm in our offices, working hard on lead generations, and optimizing our businesses.

Did you know that 91% of marketers say lead generation is their most important goal? Where does lead generation fall on your scale of importance? 

This month we learn from some of our heavy hitters; first, Invesp teaches us how to calculate customer retention rates. VWO shares best practices for optimization, personalization, and testing. This month The Marketing Sherpa gave us two great articles, we couldn’t pick one. The first is about lead generation, and the second is about highly talked about AI marketing tools.

“There is no such thing as ‘build it, and they will come.”- Ray Krok.

How To Calculate & Improve Your Customer Retention Rate

https://www.invespcro.com/blog/how-to-calculate-improve-your-customer-retention-rate/

Did you know it could cost six times more to gain a new customer than to keep an existing one coming back? Your customer retention rate is a vital piece of information for most businesses. Do you know yours? 

Customer retention rate is the percentage of customers who stay customers compared to those who stop. 

Here is the formula:

(1 – Annual Churn Rate) / (Annual Customer Base) = Customer Retention Rate

This article explains in detail how this formula works and how to calculate yours today. 

In addition, Invesp talks about ways to improve your customer retention rate. Below are a few examples they share with us.

Simplify the checkout process. 

• 70-80% of customers abandoned their carts at checkout. 
• Identify all the steps between clicking buy and finishing.
• Ask yourself if you are using confusing language. Is it straight to the point?

Improve Your Communication

• Have an easy to use website
• Respond ASAP- responding within 24 hours is vital
• Ensure everyone is onboard with the importance of customer satisfaction

https://www.invespcro.com

Enjoy this in-depth article from Invesp.

Boost Website Performance: Best Practices in Optimization, Personalization, and Testing.

https://vwo.com/blog/boost-your-websites-performance/

The basis for any successful business sits highly upon three pillars:

1. Optimization
2. Personalization
3. Testing

This month VWO shares best practices in all these vital areas. Keep in mind to adjust and adapt these practices to your business model.

vwo.com

Let’s talk about a few that stood out to us. 

Best Practices: Optimization

• Reduce website loading time- A fast-loading page creates a better user experience.
• Focus on conversion rate optimization- CRO helps in making data-driven decisions.

Best Practices: Personalization

• Gather and use customer feedback- this feedback offers valuable insights into what your customers need/want.
• Ensure you comply with regulations- in today’s world, data privacy and cybersecurity are top priorities. 

Best Practices: Website Testing

• Don’t make changes to a running test- doing so will ensure a less accurate result.
• Document your findings- document everything; this practice makes it easier to go back and review your progress.

Don’t miss a deeper explanation of these practices and many more in this article from VWO.

Lead Generation: Develop Your Lead Generation Offer with the Same Care and Detail You Would a New Product

https://www.marketingsherpa.com/article/case-study/lead

Our first article from The Marketing Sherpa is all about lead generation. These three case studies are sure to resonate with you and inspire you to test more.

Case study #2 stood out due to its smaller scale. Learn how a solopreneur grew an 800-strong Facebook group for less than $5 a lead. 

Jeannine Betts wanted to sell more of her coaching service, so she created a free PDF for agents to download in exchange for their email addresses. 

The first ad didn’t fair too well. Below are those stats.

• 1,079 impressions
• 749 reached
• 5 leads
• $10.54 per lead

https://www.marketingsherpa.com/

The second did way better.

• 23,250 impressions
• 12,436 reached.
• 206 leads
• $2.52 per lead

https://www.marketingsherpa.com

Upon further analysis of these ads, it was how ad #2 resonated with her target audience and offered a call to action. The second copy was also more engaging and eye-catching. 

Overall, this campaign helped Betts build her Facebook community to almost 800 members and sold many sessions of her coaching services.

Continue to learn more about lead generation from The Marketing Sherpa.

AI Marketing Tools: How Marketers Are Using Artificial Intelligence To Help Their Campaigns Right Now.

https://www.marketingsherpa.com/article/case-study/AI

Innovations surrounding AI are all around us, moving quickly. Undoubtedly, you’ve been hearing a lot about AI and what it can do for you. This article from The Marketing Sherpa explains how marketers use this vital tool to increase revenues.

We were intrigued by case study #2 about an AI SEO tool. The team at Profil Software creates content to appeal to potential employees and customers. Using the traditional avenues, the team was disappointed with the results.

The team started using Surfer SEO for content optimization. Surfer SEO uses NLP AI (Natural Language Processing Artificial Intelligence). The use of this tool helped suggest changes and ways to implement them. 

Creative Sample #1: Before-and-after screenshots in original case study article for software development company, before using artificial intelligence tool

https://www.marketingsherpa.com

Be sure you don’t take that human connection away when using AI. Some AI-generating tools may sound forced or fake if not tweaked to add your style. 

We found this article highly informative as we enter this crazy new world of everything AI.

In Conclusion

Improving your website’s conversion rate can be easy if you follow a few important rules.

• Test Everything
• Focus on Your Visitors
• Create Relevant Content

Furthermore, we encourage you to test, test, and re-test. Conversion Rate Optimization is the answer to any successful e-commerce business.

Until next month,

If you are interested in a free conversion optimization audit, submit your site, and we will send you a list of customized optimizations just for you!

Claim your Free Audit Here.

A new year brings new possibilities, new insights, and new goals.

Conversion rate optimization (CRO) is finding ways to understand your users better. When we can optimize, we build trust. Our users have a better experience; we see an improved ROI. That’s the goal, right?

This month is filled with strategies, tips, and techniques you can implement today. 

The Marketing Sherpa shares three case studies about marketing relevance. The article from Invesp is filled with tips for Shopify CRO beginners. Guess The Test answers if the human or AI-generated copy tested better. What’s New In Publishing explains why headline testing has a lasting impact on engagement.

Let us begin with Optinmonster, which brings us 40 hacks to boost conversions.

Exit-Intent Popups: 40 Hacks To Boost Conversions in 2023

https://optinmonster.com/40-exit-popup-hacks-that-will-grow-your-subscribers-and-revenue/

In this well-informed article from Optinmonster, they explain why exit-intent popups, could be your secret weapon. 40 great hacks exposed.

First, what are exit-intent popups? Exit-intent popups are proven to recover abandoned users. While using a targeted approach, we can show our users special offers designed to entice them.

Did you know exit popups convert around 5%? Making them convert higher than landing pages and display ads. 

Here are just a couple of the 40 hacks that stood out to us.

• Give a Quiz – who can resist a quiz? One of the best lead magnets used. Personalized information is given, allowing you to gain insights into your users.
• Give a Yes/No Choice – we love this popup. It gives off the effect of a right or wrong choice. Inherently we want to make the right choice. Keep in mind the color of the CTA buttons.
• Give a Chance to Win – some users need a little push to give information. In the example below, this company offers a chance to win a free t-shirt. Digital downloads are also common.

Image Source: OptinMonster

Learn more about these hacks and 37 others in this complete article from Optinmonster. 

Shopify CRO for Beginners: Essential Tips and Strategies

https://www.invespcro.com/blog/shopify-cro/

Shopify continues to be one of the most popular tools for e-commerce businesses. This article dives into the tips and strategies for Shopify CRO users.

Did you know that Shopify has 2.5 million active daily users?!?

Shopify Conversion Rate Optimization uses techniques and strategies to increase your CRO. Below are a couple of the 10 tips in this article you can implement today. 

Showcase Reviews and Testimonials: 

• Increases trust.
• Build a connection with your target audience.
• Social proofs that your product is good.

Did you know that 72% of consumers say positive reviews help them trust a business more? And 88% of consumers will trust online reviews just as much as personal recommendations.

Image Source: invespcro

Always Show Pricing 

If no price is displayed, people will assume a high price or that there is a catch or hidden fees.

• Showing the price shows transparency
• Builds trust and credibility

Continue to this article from Invesp as they share six great experiments about disclosure not to be missed.

Use Shopify Heatmaps

Ever wonder what page of your site gets the most attention? With Shopify’s heatmaps, this is possible.

You can use this information to improve site quality and user experience.

You can learn more about Shopify CRO in this strategy-filled article.

Which Wording Won? Human or AI-generated Copy?

https://guessthetest.com/test/which-wording-won-the-human-or-ai-generated-copy/

Guess The Test takes on the age-old debate; Man vs. Machine. Who do you think won? Let’s just say I got this one wrong. Did anyone else pick the machine?

Although I got this one wrong, had I looked a little deeper, I would have seen the true winner. The human copy used social proofs and addressed a pain point, and this combination would resonate more with the user. 

Image Source: https://guessthetest.com/test/

This article goes on to talk about your HERO image. This image is your first impression, and it’s what users first see when landing on your page.

Did you know users decide on your site in just 40 milliseconds? Learn more about your hero image and how to test if it’s the one for you.

Headline Testing, And Its Impact on Engagement

https://whatsnewinpublishing.com/headline-testing-and-its-lasting-impact-on-engagement/

Headline testing is something we all should be doing. According to What’s New In Publishing they say that, successful headline testers are those who build testing into their culture.

A few key points:

• Headline testing drives engagement
• Consistency is vital for success
• The more you test, the more you drive engagement

Headline testing is becoming increasingly popular. It’s stated that some of the largest publishers in the world run upwards of 1,000 tests a week.

Marketing Relevance: Right Offer, Right Time, Right Person

https://www.marketingsherpa.com/article/case-study/marketing-relevance

One of the most difficult challenges to marketing effectiveness is staying relevant. Easier said than done. Right?

Flint McGlaughlin says you need three elements to succeed.

1. The Right Offer
2. The Right Time
3. The Right Person

Align these elements, and you are bound to see results.

The second case study stood out to us. Learn how a marketing agency grew its YouTube subscribers from 5,000 to 455,000 in only 100 days!

After some of the recent TikTok scrutiny, this company set to launch a 100-day YouTube video campaign, repurposing TikTok videos. Knowing what worked on TikTok helped kickstart this campaign. Another element is timing. YouTube had just announced that you could use the vertical video format, and people who view your reels with be directed to your long format. Proving timing is everything.

Another key to this huge jump in subscribers was the community tab. Having the ability to engage with new subscribers and commenters instantly was another great way to connect.

Image Source: https://www.marketingsherpa.com

In Conclusion

The more a company can trust you, the more likely they will tell others about their experience.

With trust comes dependability, reliability, and credibility. Focus on creating a smooth user experience; the results will come.

There’s no recipe for overnight success, but testing will get you closer.

Until next month.

If you are interested in a free conversion optimization audit, submit your site, and we will send you a list of customized optimizations just for you!

Claim your Free Audit Here.

Can you believe it’s December? Where did this year go? Hopefully, you were optimizing, testing, and growing your business to successful heights. What key move did you make this year to increase revenue? No, seriously, we would love to know! Before we close out this year, we have one last lineup of amazing articles for you to explore.

This month we share articles relating to marketing. As we know, marketing is vital for any business. Marketing allows you to connect and engage with your intended audience, differentiating you from your competitors and reaching your target audience.

“Every aspect of marketing is entirely useless unless it produces conversions.” — Jeremy Smith

Today we learn from The Marketing Sherpa about customer-first marketing. Do progress bars help? Find out from Guess The Test. Need a great marketing book? Conversion Rate Experts has a list of the top books you need to be reading. And finally, VWO talks about measuring personalization success. 

Did you know using correct targeting and testing methods, you can boost your conversion rate by 300%?

Customer-First Marketing

https://marketingsherpa.com/article/case-study/customer-fir

The Marketing Sherpa shares case studies discussing why customer-first marketing is the best approach. It’s too easy to get sidetracked and lose sight of what matters; the customer. In this article, learn how to shift into a customer-first strategy.

All three case studies in this article are great, but the last one caught our eye. We learn how a law firm got twice as many reviews simply by asking for them. A reputation is everything to a lawyer, and they depend on quality reviews to generate and keep business.

As a rule, most law firms send out an end-of-action letter summarizing the case. It’s here that a request for a review is mentioned, we agree, not very personal. The law firm Paschal O’Hare decided to try a new approach and started calling or asking in person for a review. Using this new approach, this law firm saw a conversion rate increase of 25%! 

Do you have any personal contact with your consumers?

With or Without the Progress Bar

https://guessthetest.com/test/with-or-without-the-progress-bar/

This month’s Guess The Test article has us asking if a progress bar is best. Greenhouse Group performed an A/B test for Dela, a Dutch insurance company. The test was to see if a three-step progress bar would improve their click-through rate (CTR).

What format do you think won? Yes, I also love a progress bar.

The results:

• 16% increase in CTR from steps 1-2.
• 18% increase in CTR from steps 2-3.
• 18% increase in completed transactions.

Humans have a need to finish what we have started, which is why the progress bar works. Remember not to add too many steps or take too long on each step. Testing has shown a three-step progress bar works best. Below are some examples of different progress bars to consider.

Image Source: Guess The Test

Another reason we love Guess The Test is they explain how we can use this test to optimize our own sites. In this article, they go on to explain why visual clarity is so vital to your users. The ability to have clear, concise instructions is what will set you apart.

The Best Online Marketing Books

https://conversion-rate-experts.com/great-resources/

Conversion Rate Experts have compiled a list of 18 marketing books you “must read.” Let us highlight a few we also consider to be great reads.

First, let’s start with our favorite. The Dip is only 80 pages long but packed full of great ideas for you to try today. Easy to read, full of spunk, and eye-opening. We agree this is a must-read.

Image Source: https://conversion-rate-experts.com/

Another fan favorite is in its 4th edition, Tested Advertising Methods by John Caples. This copywriting legend will guide you through his tried and tested method. Learn how to write copy that targets buyers’ emotions.

Image Source: https://conversion-rate-experts.com/

Making Websites Win by Dr. Karl Blanks and Ben Jessen needs to be at the top of your wish list. This conversion optimization rate book explains in-depth how to apply customer-centric methods. Learn how to make a winning website!

Image Source: https://conversion-rate-experts.com/

Learn about other informative books in this extensive list.

How To Measure Personalization Success

https://vwo.com/blog/how-to-measure-personalization-success-the-key-metrics/

VWO’S December article is one you want to keep for reference. Loaded with formulas to help calculate your standings and improve where needed. VWO teaches us about personalization and the significance of your marketing strategy.

In short- personalization is customizing the experience for returning users. It makes us feel special, feel seen. Once we can hone in on returning customers, our acquisition costs will lower. Below we will share a few of the formulas for better conversions.

Calculating Click-through rate (CTR):

Image Source: https://vwo.com/

By tracking the CTR, we better can understand our users. Personalization becomes easier when tracking past behavior, thus improving the UX. (User Experience)

Customer lifetime value (CLV)

Image Source: https://vwo.com/

Tracking the CLV is best used when you have a long-term association with a customer.

Be sure to read the entire article from VWO to gain a more in-depth understanding of personalization. Everyone wants a loyal customer base; learn how to secure yours.

In Conclusion

Understanding our customers and users is the keyway to improve conversions. The best way to do this is through testing; consistent A/B testing will set you apart from your competitors.

Did you know that, on average, for every $92 spent acquiring customers, only $1 is used to convert them? We need to do everything we can to optimize our conversion rate, and companies that allocate funds to optimization tend to see increased conversions.

As we say goodbye to 2022, we invite you to contact us for a free audit. Let’s see what’s working and what needs attention. Remember, conversions are all about testing.

Claim Your Free Audit Here.

The Website:

This website is an eCommerce store in the supplement niche, selling a single product.

What We Tested And Why:

For this test, we tested changing the mobile table into a slider. The previous table was laid out one below the other on the page, which meant a lot of scrolling down to see all the options. 

Our reasoning behind the change was that by making the table into a slider, it would be easier & faster for users to see the different packages on mobile.

The control version of the mobile table is shown below:

The test version of the mobile table slider is shown below:

The Test Results:

We saw a 43.9% increase in the rate of order completion on Mobile. This translated to a 36% increase in revenue per visitor on Mobile.

We reached statistical significance for our Mobile results with a 98% confidence level.

We also recorded the performance of our tests in the different steps of the funnel (users proceed to the checkout page and users complete their purchase).

The revenue results are consistent with our funnel results where we saw increases in all steps of the funnel.

Are you ready to increase your conversion rate on your own website? Why not claim our free CRO audit that can increase your conversions anywhere from 20-100+%?  Answer a few questions and we’ll send over the personalized audit by email!

The articles in this month’s round-up remind me of a quote from Derek Sivers, “Customer service is the new marketing.” When we take a moment to learn about our customers’ needs and wants, we can better serve them, making higher returns.

Today, let’s learn from The Marketing Sherpa, who shares case studies about understanding a customer’s journey from issue to remedy. You will appreciate the Guess the Test article about eye-tracking research. Invesp talks about Shopify Apps and Omniconvert talks about customer effort surveys.

Did you know 72% of customers will share a good experience with over six people? What do your customers say about your company?

Funnel Analysis Case Studies

https://www.marketingsherpa.com/article/case-study/funnel-analysis

This informative article from The Marketing Sherpa presents case studies at three different funnel stages. An e-learning provider adds WhatsApp to their call to action, a sock company tests ad spending with Facebook’s machine learning algorithm, and a real estate firm improves privacy to improve conversions.

The first case study was eye-opening. The Britannia School of Academics noticed more than 2,000 paid clicks visited their website weekly, and only a few would convert; this was a concern. Unfortunately, this is a problem too many companies see daily, many visitors but few who turn into conversions. What did they do? They chose to integrate a WhatsApp contact feature. You can see it near the top on the photo below.

Image source: MarketingSherpa

What happened?

• A conversion rate of 405% was achieved using WhatsApp.
• Of those who used this CTA, 91% enrolled.
• Compared to the 18% conversion rate with live chat.

Continue reading as this case study goes into great detail.

Form Designs – Open or Closed Fields?

https://guessthetest.com/test/which-form-design-won/

It may seem like just a form, but customer forms are essential for lead generation. In this controlled test from Guess the Test, we see whether flat and open fields appeal more to the eye than traditional closed-form fields. What form do you think won?

Image Source: Guess The Test

Yes, version A. Here is a breakdown of those results.

• The conversion rate using the open fields was 2.96%
• The conversion rate using the closed fields was 2.78%
• Saving the company, a -5.8% drop in conversions

In this A/B test, the Call To Action button was also moved from the right side to the left. According to eye tracking research, most users scan a document in an “F” pattern or a “Z” shape. In either pattern, the user will eventually see the bottom left.

Image Source: Guessthetest.com

You can check out eye tracking or heat mapping data to gauge whether users see the most vital information you need seen. Learn more about reading patterns in this informative article.

11 Best Shopify Apps to Use in 2023

https://www.invespcro.com/blog/best-shopify-apps/

Shopify is becoming the most popular e-commerce platforms available today. It’s easy to see why so many business owners start here. Did you know that 1.75+ million businesses globally use Shopify?

Shopify has over 7000 apps designed to assist you in creating a successful store and help net you serious profits.

This article from Invesp breaks down the 11 best apps you need to use. The number one on their list, is the Point of Sale (POS). This app is a must for any Shopify user, allowing your users to pay for purchases. Your users deserve a streamlined and hassle-free shopping experience; this app does that.

Another app from Shopify worth mentioning is Instafeed. This app lets you showcase your Instagram feed directly on an e-commerce store. Even if you are not social media savvy, this is a great, easy way to create that interactive customer experience that drives conversions.

Image Source: invespcro.com

Be sure to check out the other suggested Shopify apps for 2023.

Customer Effort Score

https://www.omniconvert.com/blog/customer-effort-score/

Before we begin, let’s answer what customer effort score means. The CES represents a customer’s effort to interact with your organization. This article mentions that getting an issue resolved efficiently while reducing customer effort is high on the demands of today’s users.

To calculate the customer effort score, you need to send out score surveys after consumer interactions. Typically, these surveys use a rating system from 1-10 on how strongly you agree vs. disagree to what is being asked. To calculate, subtract the percentage of consumers responding positively from those who responded negatively. Below is that formula.

CES Formula=

% of Positive Responses – % of Negative Responses

Here are some ways a customer effort score (CES) could positively influence your business.

• After the transaction
• After solving a complaint or customer interaction
• Customer milestones
• After an inquiry

This article goes into great length about creating your CES survey, the proper way to send them, what a good score looks like, and more.

In Summary

Remember, customer perception must be your reality. It is through a better understanding of our users that we grow. 

We hope this month’s line-up was both informative and eye-opening.

Until next month.

If you are interested in a free conversion optimization audit, submit your site, and we will send you a list of customized optimizations just for you!

Claim Your Free Audit Here.

Only 22% of businesses are happy with their conversion rate, which leaves much room for improvement. Where do you sit when it comes to conversions?

Continue reading as we break down this month’s list of articles showing you different techniques to improve conversions.

See how one company improved sales by 20%, another used a 100-year-old marketing strategy to improve conversions, and why too many options can be bad.

How Apple brilliantly used a 100-year-old persuasion strategy

https://conversion-rate-experts.com/100-year-old-persuasion-strategy/

You don’t want to miss this cool article from Conversion-Rate-Experts. We get to see how an advertising ad from 100 years ago is still one of the best advertising techniques today- and it’s a beer ad!

Image source: Conversion Rate Experts

Apple describes how they use the tried and tested technique of persuasion to improve sales.

As consumers, we like to know the about the process, what’s unique about the product, and we also love a story. Below are a few reasons why the art of persuasion method in advertising works.

• It adds a level of credibility
• It tells a story
• It allows trust to be built

Did you know storytelling can boost conversion rates by 30%? Continue reading this article for more great ideas.

With More or Fewer Content Cards?

https://guessthetest.com/test/with-more-or-fewer-content-cards/

This test is brought to you by Optimizely, a digital experimentation platform. Optimizely uses personalization to suggest “content cards” for related resources. Looking to add leads, the testing team wanted to know what layout works best. Two or three content cards?

The breakdown:

• Version A- 31,801 users saw the three smaller content cards.
• Version B- 32,141 users saw two larger content cards.
• The test ran for three weeks.

Version B is the clear winner with fewer and larger content cards. This single test led to an increase of 26.01% in click-through rate (CTR). 

What did we learn from this article? Too much choice can crush your conversions. As consumers, when presented with too many choices, we become overwhelmed and lose sight of what we need or want. However, if we have too few options, we begin to feel like we have less power over the choice. There is a fine line between the two; A/B testing will help set you on the right path.

Take a look at your site- is it overwhelming, or does it leave too much to question? 

Have you ever heard about the famous jam study? Check it out in this great article from Guess the Test.

Image Source: Guess The Test

Delivering an 18x return on investment for Gousto by kick-starting their CRO program

https://conversion.com/case-study/gousto/

In this article, we find out how Conversion helped Gousto, a subscription-based meal service in the UK, increase ancillary sales by 20%.

Gousto had a problem. They were growing too fast- not a bad problem to have, but still a problem. They had growth targets to meet but couldn’t increase their customer base. What could they do?

They needed to increase the average order value. Through testing, they discovered many users were missing all the additional marketplace items.

So, they repositioned the marketplace as a step rather than an option.

Image Source: Conversion.com

Here are the results:

• Improved sales by 20% 
• 18x return on investment (ROI) in 18 months. 

Once again, proof testing is a MUST for any company. 

Publishers: A/B testing your paywall — Benchmark examples

https://whatsnewinpublishing.com/publishers-a-b-testing-your-paywall-benchmark-examples/

This article from What’s New in Publishing is one not to miss. Six great A/B tests are presented, showing you ideas on where you could be testing. 

One of their goals was to get users to click through to the paywall. Below is the outline of the test run by ELLE Magazine.

Image Source: What’s New In Publishing

• Goal: Increase click-through and conversion rate
• Version A: The standard upright rectangle
• Version B: A banner ribbon

Results:

The upright rectangle worked better amongst less engaged users, whereas the banner worked better for occasional users.

With many examples in this article, you will surely find one that relates to your content.

Summary

Conversion rate optimization is a must for every site. What are you going to do this month to improve your conversion rate?

Let’s close with a quote from Quicksprouf.com “If you double your conversion rates, then you cut your cost per acquisition in half.”

See you next month!

If you are interested in a free conversion optimization audit, submit your site, and we will send you a list of customized optimizations just for you!

Claim Your Free Audit Here.

The end of the year is fast approaching..are you on track with your end of year goals? If you need some ideas to increase your conversions then you’ve come to the right place. 

In this month’s round-up we’ve got some brand new articles which cover not only website optimization, but Facebook ads A/B testing and email marketing conversions.

We also bring you a guide for mobile conversion rate optimization and server-side testing.

Read on to find out more.

Facebook A/B Testing – Complete Guide for New Campaign Improvements [2022]

https://lineardesign.com/blog/facebook-ad-testing/

Let’s start with the basics. What is Facebook ads testing?

In a nutshell it’s testing to find the best ad campaign structure and best ad creatives that appeal to your audience.

Testing frequently should significantly lower your ad spend. 

So what can you test on Facebook ads? At the campaign level you can select what your campaign objective is, such as traffic, sales, leads and so on. Then at the ad set level you can test your target audience and ad delivery optimization.

Image source: LinearDesign

At the ad level, testing different ad creatives is what really counts. It prevents ad fatigue, where people get tired of seeing the same ads all the time which results in a plateau or decline of ad performance.

For example, you can test the ad format  (image, video, carousel, collection), the ad text, call-to-action, landing page, to name a few. 

Read the rest of the in-depth guide to see step by step how to set up a Facebook ad test.

Which personalized email subject line won on mobile?

https://guessthetest.com/test/which-personalized-email-subject-line-won/

In this test, the team wanted to determine which email subject line compelled the pet owners to complete a pet insurance quote. 

If you guessed option A, then you guessed right. 

They hypothesized that owners scanning their inbox would be more inclined to open an email containing their pets name. 

The results speak for themselves:

• 5.26% lift in unique open rates
• 1.12% increase in unique clickthrough rates
• 1.53% more click-to-sale conversions

Read the full article for a thorough discussion of the results. 

CRO for mobile: 12 tried-and-tested strategies to boost your mobile conversion rates

https://conversion.com/blog/cro-for-mobile/

With more than half the time spent online now being on mobile, rather than desktop, it’s never been more important to test on mobile to increase conversion rates. 

Despite this, the latest studies show that mobile conversion rates are significantly lower than desktop. 

Conversion.com shows us how it’s done, with 12 strategies to share. Below is one example:

Payment and checkout must be a smooth and easy process for people on mobile that’s able to be completed in just a few clicks. So it’s worth integrating various digital wallets. Following this, it’s recommended to have a single sign-up option as shown below. 

This will reduce the number of steps required for customers to checkout and increase trust.

Conversion.com

Check out their other suggestions in the full article. 

How To Go From Zero to One in Your Server-Side Experimentation Journey

https://vwo.com/blog/how-to-go-from-zero-to-one-in-your-server-side-experimentation-journey/

So what is server side testing?

It’s where test variations are processed on the web server and not on the front end or the browser. In client side testing, the web page loads first in the browser, and the testing platform shows the test variations using Javascript. 

So what can be tested using server side testing?

Different product recommendations, shipping fees, search algorithms, form lengths, deals and discounts are just a few of the cases.

VWO

Server side testing allows you to run complex tests to solve real issues faced by your customers and improve their overall experience. 

Sounds like a no brainer to us!

In Summary

There are many options for A/B testing, not limited to websites or desktop. 

We hope these articles give you some new ideas for what can be tested. While the learning curve may be steep, the results will be well worth it!

Until next time.

If you are interested in a free conversion optimization audit, submit your site, and we will send you a list of customized optimizations just for you!

Claim your Free Audit Here.

This month we have an incredible lineup for you all concerning the customer experience and what you can do to learn more about them.

The Marketing Sherpa shares three great case studies about understanding the customer experience. VWO teaches us how personalization helps deliver the right customer experience. We share a very informative article from Optinmonster about creating an online challenge for your customers. And finally, Invesp gives you the best examples of customer survey questions you should use.

Understanding Customer Experience

https://www.marketingsherpa.com/article/case-study/understanding-customer-experience

Prepare yourself for another stellar article from The Marketing Sherpa. It’s for this reason, we continue to seek out information from this great resource.

Three informative case studies are presented, but case study one had us shaking our heads with excitement. The CRO team at the wildly successful GoStudent tutoring company wanted to understand why so many American consumers were not converting when other countries were. It was time to test.

They used a four-arm bandit test to determine what call to action (CTA) would give the desired results. Below is what variations were tested.

• REQUEST A CALLBACK [Control]
• BOOK A FREE TRIAL SESSION [Variation #1]
• SIGN UP FOR A FREE TRIAL [Variation #2]
• GET YOUR FREE TRIAL [Variation #3]

Image source: MarketingSherpa

Can you guess what variation had a change of 13% in CVR?

How Personalization Helps Deliver the Right Experience

https://vwo.com/blog/how-personalization-helps-deliver-the-right-experiences-to-visitors/

Did you know consumers expect personalization? And no, I do not mean a mug with your name printed on it. The fastest moving companies are tapping into the wealth of data they already have. We must understand our users.

Below you will find the different data types you could use to add more personalization for your users.

VWO

This article from VWO continues going deep into the minds of our users and teaches us how to tap into them.

How to Create an Online Challenge Funnel to Explode Your List

https://optinmonster.com/how-to-create-an-online-challenge-funnel/

Optinmonster

Optinmonster is one of those blogs that goes into major detail. That’s why we love them!

This article teaches us how to create an online challenge funnel. We have heard from a few of you this is new lingo. So, what is a challenge funnel? A challenge funnel is a fantastic way to introduce new customers and users to your products and service.

The challenges serve as a freebie to encourage new users to join your email list. Typically, a contest moves your new user through the funnel, with the end result being a new sale or user.

This article goes step by step through the whole process from:

• How to create an online challenge that brings in leads
• How to promote your challenge funnel
• Why do online challenges work so well?

Don’t miss this informative article from Optinmonster.

The Best Examples of Customer Satisfaction Survey Questions

You may think you have created a top-notch product or service, but the real judge is your customers. If they don’t think you have it, then you don’t. It’s that simple. So how do we get inside the heads of our consumers? We ask them to complete a customer satisfaction survey.

Below are four popular customer satisfaction surveys Invesp shares for you to try today.

1. Customer Satisfaction Score
2. Customer Effort Score
3. Net Promoter Score
4. Milestone Survey

Read on to learn more about each survey.

1. Thank the respondent
2. Address negative feedback
3. Go through every feedback
4. Address any concerns and make a plan for corrective action.

Thanks for another great article Invesp.

In Summary

Our customers and users hold power over how successful we are, and if we don’t listen to them, we will get left behind. Let us close with a quote I love from Jeff Fuhriman, he says:

 “If you don’t listen closely to your most valuable or ideal users and customers, you’re going to have a hard time creating relevant, valuable content.” 

Until next time.

If you are interested in a free conversion optimization audit, submit your site, and we will send you a list of customized optimizations just for you!

Claim your Free Audit Here.

As the summer hits the halfway mark, let us take a minute and ask ourselves, have we been playing a little harder than working?

Did you know that conversion rate optimization is being Googled more than ever, and companies spend around $2000 per month on CRO tools? VentureBeat did a study that revealed that, on average, when using conversion rate optimization tools, there was an average Return on Investment (ROI) of 223%! Even more reason to continue exploring what CRO tools work best for you.

This month’s lineup will help get you on your way to success. We share an article from VWO and answer what Hicks Law is and why it’s so important. The Marketing Sherpa shares three case studies, all geared to help your customers believe your marketing message. Guess the Test answers what phone number page layout provided the best results for a major bank in the UK, the accordion drop-down or the standard number list? And finally, we visit VWO again to discuss winning testing results using CRO research. 

As you continue reading, think about what could work for your business and how you would implement it.

What is Hicks Law?

https://vwo.com/blog/what-is-hicks-law-and-how-it-can-simplify-choices/

Ever find yourself at the ice cream shop with 30 different flavors to choose from, and it takes forever to decide what one you want? It’s quick to understand why the line was so long. When we add new options or variations, it becomes difficult to see what’s in front of us. We can become disinterested very fast- the same goes for your customers.

Hicks law is a basic user design principle, that helps alleviate some of the pains of decision-making. This law states- the more choices, the longer it will take to decide. Below is the formula for Hick’s Law.

Image source: Hubspot

This article from VWO also talks about high-velocity testing and why it is critical to simplify the user experience.

Below is a list of variations you could test for.

• Multi-step form vs. email-only accounts
• Two third-party platforms vs. 3 with no email-option
• Collapsible form fields vs. static fields

It’s easy to see why we enjoyed this article from VWO.

How Customers Believe Your Marketing Message

https://www.marketingsherpa.com/article/case-study/value-proposition

Ever try to get your point across to someone, and they just aren’t getting it? We agree this is frustrating, even more so when your business is on the line. This article from The Marketing Sherpa brings you three case studies, all geared to help make believers out of your customers.

The first case study is from Pizza Hut. This popular pizza chain has an in-house startup focused on the experience of its digital users.

The digital ventures team noticed that customers were not clicking on the popular deals page. It was time for testing. Learn how this team turned a simple A/B test into a projected increase in sales of $7.8 million by helping direct their customer exactly where they wanted them to go.

MarketingSherpa

Case study #3 was very neat; it explained how one owner set out to use YouTube and its influencers to improve sales. They list the process from start to finish in this article from The Marketing Sherpa.

Which Page Layout Reduced Call Volumes?

https://guessthetest.com/test/which-page-layout-reduced-call-volumes-standard-or-accordion/

In my opinion, this A/B test from Guess the Test was pretty obvious. Which page layout would reduce call volumes the most? The standard phone list or a categorized drop-down accordion list?

A major UK bank’s call volume was incredibly high. While using the standard phone list, 50% of callers were phoning the wrong number looking for specific banking issues. This was a problem that needed fixing.

Although this study was flawed due to the traffic split of 75/25, it’s safe to say the accordion style is more user-friendly, resulting in a 12% reduction in calls.

guessthetest.com

This article also goes on to talk about the scan-ability of your webpage. Did you know only 16% of users will read every word? Learn how to make your website more skimmable and scannable to improve your user’s experience.

Learn How to Get Winning Ideas with Conversion Research

https://vwo.com/blog/how-to-get-winning-testing-ideas-with-conversion-research/

Conversion research is vital. Before you test, you must know what and why you are testing. Going in blind will never yield the same results as a carefully considered A/B test.

Below is a list of possible achieved goals when proper conversion research is performed.

• Write copy that aligns with your customer’s needs and reduces their fears.
• Catch existing user experience errors.
• Help understand the user behaviors
• Provide user-friendly designs that help your customers.

VWO also provides you with a seven-item checklist to help you evaluate the useability pains of your website. Items such as; are your website elements consistent across all webpages? Is the text on your webpage readable? Find out the entire list in the article.

Remember, A/B testing was ranked the highest method for improving conversions by almost 50%. However, you must know what to test and why.

This article goes on to break down the four pillars for analysis.

• Heuristic analysis
• Technical analysis
• Behavior analysis
• Qualitative & Voice of Customer (VoC) research

Once again, another great article from VWO not to be missed.

In Summary

Let’s end with a saying from my grandmother; take what you need and leave the rest. Take a look and see what tips and tricks you can use to get better conversions and make more profits!

Remember, if you are not testing, constantly trying to improve, your competitors most likely are. What steps are you taking today?

“Measurement is the first step that leads to control and eventually to improvement. If you can’t measure something, you can’t understand it. If you can’t understand it, you can’t control it. If you can’t control it, you can’t improve it.” ~ H James Harrington

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.