Today we’ve got for you, a rich pool of helpful resources wherever you are on your CRO journey—beginner, intermediate or expert. 

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. 

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.

Author: Kurt Philip

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Hi, I’m Kurt. Founder & CEO of Convertica. I live and breathe conversion rate optimization. I hope you enjoy my findings.

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