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When Conversion Optimization Best Practices Fail

There are many, many, many lists of conversion optimization best practices. Some are sacrosanct:

These practices often come from broad trends observed over many experiments and they highlight what usually and typically works. Often, they’re tapping into a kernel of  persuasion wisdom.

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Image Carousels and Sliders? Don't Use Them. (Here's why.)

I’m sure you’ve come across dozens, if not hundreds, of image carousels or sliders (also called “rotating offers”). You might even like them. But the truth is that they’re conversion killers.

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Templates

Why do the work when it’s already been done for? That’s the question business owners and marketers are asking before they hit “Purchase” on a $30 website template.

Thousands, if not millions, of people turn to website templates to make the design process more efficient. But there’s something almost no one is talking about…

Website templates are not optimized for conversions. That’s your job. [Tweet It!]

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How to Design a Kickass Long-Form Sales Page

You know those sales pages that are really, really long? They’re great, but they mostly suck. I mean, the way they’re usually implemented sucks.

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small plate with simple ingredients.

A study by Google had two key findings:

  • Users will judge websites as beautiful or not within 1/50th to 1/20th of a second.
  • “Visually complex” websites are consistently rated as less beautiful than their simpler counterparts.

Moreover, “highly prototypical” sites—those with layouts commonly associated with sites of their category—that also had a simple website design were rated the most beautiful.

In other words, the study found that the simpler the design, the better.

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smartphone tap

Done right, optimized mobile forms can deliver more than an increased conversion rate: They can become a competitive advantage—a reason users choose to fill out a form on your site.

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5 Popular eCommerce Trends That Might Be Costing You Conversions

From image carousels to social media logins, trends spread like wildfire in the eCommerce industry.

But, have you ever stopped to question the business implications of following these trends?

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False Bottom

UX mistakes often go undetected because they are quiet. They aren’t a broken image or a misspelled word or a form that isn’t sending. No, UX mistakes are foundational.

To visitors, UX mistakes are loud, whether they consciously detect them or not. In fact, IBM is credited for the saying, “Ease of use may be invisible, but its absence sure isn’t.” [Tweet It!]

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10 Principles of Effective Pricing Pages

If you run a SaaS business or sell only one product (with some options), you probably have a dedicated pricing page for the whole thing. Here are 10 principles to get it right:

  1. Simple is best.
  2. Make it easy to compare.
  3. Help people choose a plan.
  4. Address FUDs.
  5. Offer currency options.
  6. Limit choice.
  7. Incentivize up-front payments.
  8. Add playfulness.
  9. Use a clear call to action.
  10. Tell them what happens next.

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Cognitive Biases

Persuading completely rational people to make a rational decision or take a rational action would be quite easy. Unfortunately, you’re stuck dealing with irrational thinking, fuelled by cognitive biases and emotions. [Tweet It!]

So, how do you persuade effectively when people are so heavily influenced by subjective (and contextual) factors?

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How to change your marketing during and after the crisis

The world has already changed. Your marketing should too.

Check out our Live Panel series with experts in four different industries.

These leaders will discuss how to navigate uncertain times in SaaS, eLearning, Ecommerce, and the agency landscape.

Register today

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