Tommy Walker

Tommy Walker

Tommy is the former Editor-in-Chief at CXL. You can follow him on Twitter here.

How To Calculate and Increase Customer Lifetime Value

That it costs five to seven times more to acquire a customer than it does to retain one isn’t entirely true.

The origins of this myth can be traced back to the 1980s when the Technical Assistance Research Project published research that stated the cost of customer acquisition was significantly higher when compared to the cost of customer retention.

Soon after the research was published, other institutions like the Customer Service Institute, Consumer Connections Corp., and ITEM Group all “found” similar data.

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How To Boost Ecommerce Sales With Upselling

What is the impact of upselling in ecommerce?

According to Forrester research analyst Sucharita Kodali, product recommendations are responsible for 10 to 30% of ecommerce site revenues.

Way back in 2006, Amazon reported that 35% of its revenues were a direct result of its cross sales and upsells.

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A Quick Guide to Successful User Onboarding for SaaS Products

You got people to sign up for your free SaaS trial—great! Trouble is, a significant percentage of users sign up for the trial, log in once, and never come back. You might as well have burned the money it took to acquire them.

The reality is, you’ll never retain all of your customers, and some of those reasons you can’t control:

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Email Retargeting: How to Drive Awareness, Sales, and Loyalty

According to a survey that researched omni-channel commerce for small and medium-sized businesses, email is the key driver of both customer acquisition (for 81% of respondents) and retention (for 80% of respondents).

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Internal Site Search Optimization: Best Practices for Your Site

According to Econsultancy, up to 30% of ecommerce visitors use internal site search. Due to the increased level of purchase intent from searchers, they’re known to convert up to 5–6x higher than the average non–site search visitor.

Site searchers account for up to 14% of all revenue, and case studies have shown increased conversion rates of 43% from site search optimization.

Yet how many sites pay attention to site search? Too often, it gets ignored. This post walks you through opportunities to improve your internal site search.

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In a Commodity Market? Here's How to Craft Your Value Prop.

“How do I come up with a unique value proposition? What I sell isn’t unique.”

If you’re working on improving your business, you know there’s no shortage of information about why you need a unique value proposition.

You’ve probably even seen a handful of solid examples, but when you go to write your own, you hit a wall.

You’ve got too many competitors, they’re selling the same stuff, and it looks like all the good value propositions are taken.

What can you do?

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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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6 Key CRO Lessons I've Learned As Editor

As of next week, I, Tommy Walker, will be leaving my post as editor of CXL.

I’ve learned so much in this past year, and I owe so much to this blog. If you’ll allow, I’d like to share the 6 major lessons I’ve learned as the editor of this blog.  Keep reading »

What You Need To Know Before You Start A Referral Marketing Program - Who Sends The Referrals?

83% of clients were comfortable providing a referral, yet only 29% of clients actually gave one.

That’s was what Advisor Impact found in 2010 when they surveyed more than 1,000 financial service clients to understand how customer satisfaction & loyalty was translating into new client referrals.

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How To Optimize Mobile Pages To Drive Phone Leads

According to a study of 3,000 mobile searchers by Google & IPOS, nearly half indicated that they are more likely to convert elsewhere if they can’t call a business directly from the search result. Keep reading »