Defaults are powerful, often deceivingly so. Even if you don’t put much thought into it, you’re nudging your users to act in a certain way. It’s up to you, then, to make sure that you’re nudging them to the best possible action for your company and themselves.
Every year we publish a list of most read articles on CXL. Out of all the blog posts we published in 2015, these got the most attention.
Let’s say you just started using a new SaaS product. Who do you think would be able to explain the product to you more clearly: an engineer, a marketer or a customer service representative? You’d think the person who helped bring the product to life (the engineer), right?
His definition, however, would likely be more detailed and complex, thus, more difficult for you, a first-time user, to understand.
As it turns out, marketers struggle with clarity, too. And it’s hurting your conversions in surprising ways.
The success of an online business is measured by various indicators.
The data required comes mostly from web analytics tools – the most popular being Google Analytics. But what if the tool isn’t reporting what people expect it to report? What if you can’t trust all of the metrics in GA?
Various studies have estimated the average consumer sees anywhere from 3,000 to 20,000 marketing messages each day.
Of course, most of these go unnoticed. One possible reason? People are increasingly tuning out inauthentic and blatant marketing attempts.
For this reason, we’ve seen a recent rise in what’s known as ‘transparency marketing.’
Email makes the world go around, right? No matter how many times you read about “the death of email”, it remains paramount in the online world. In fact, I’ll bet you’ll receive at least two emails in the time it will take you to read this article from start to finish.
Are all emails created equal? No, not exactly.
According to Salesforce, the top 3 uses of email are newsletters (66%), promotional content (54%) and welcome series emails (42%). However, the top 3 most effective emails are mobile opt-ins (76%), birthday emails (75%), and transactional emails (74%).
Promotional emails get a bad rap, but when they work, they really work. SocialMedia Today, 43% of recipients made at least one purchase last year based on a promotional email.
Show an A/B test case study to a group of 12 people and ask them why they thought the variation won. It’s possible you could get 12 different answers.
This is called storytelling, and it’s common in the optimization space.
As optimizers, so much of our focus is spent on the pre-conversion phase. How do we get more people to checkout successfully? How do we get more people to inquire about our agency’s rates?
It’s easy to forget that you aren’t done persuading once the initial conversion has taken place.
Conversion optimizers are in the business of attention management, just like magicians.
It’s your job, as an optimizer, to direct attention and focus your visitors on the next step. Yet, so few of us do this effectively. Landing pages are full of distractions, calls to action are cluttered, etc.
One of the testing strategies is experimenting with the path people take towards their final conversion/purchase. This is referred to as a split-path test or alternative path test.
This could give you the needed lift when nothing seems to move the needle anymore.