Typography is the detail and the presentation of a story. It represents the voice of an atmosphere, or historical setting of some kind. It can do a lot of things. (Cyrus Highsmith)
We only have a handful of tools to communicating online, really. Words, images, colors, and composition are the usual suspects, but they’re stealing most of the credit for what goes into making effective websites and landing pages.
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.
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.
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:
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).
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.
“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? What should you differentiation strategy be?
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.
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.
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.
What’s shocking about the relatively low 29% referral rate is that 93% of the people surveyed said they were somewhat or extremely likely to continue working with their advisor & nearly 80% gave a satisfaction rating of 8/10 or higher.