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ShipYourEnemiesGlitter Social Proof

We’re all familiar with the standard “best practices” of CRO. Always use social proof, always reduce form fields, never use image sliders, and so on.

As someone who believes that best practices are merely common practices, I’m always looking to test the tried and true to see how, well, true it really is.

First up? Social proof. Does it really work as well as we all assume? Why? And more importantly, what’s the best way to implement it?

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Lead Magnet

More than 95% of your visitors won’t buy anything on their first visit. They’re either just browsing, still in the research phase, or not entirely sure your offer is what they need. It takes time to build trust, instill confidence, and build a relationship.

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Pricing Experiments You Might Not Know, But Can Learn From

Lots of entrepreneurs struggle with pricing. How much to charge? It’s clear that the right price can make all the difference—too low and you miss out on profit; too high and you miss out on sales.

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Mobile

Several years ago, Jeremy Smith wrote, “Traditional optimization is dead, and in its place is arising a brave new world of mobile conversion optimization.”

I have to disagree. Is mobile conversion optimization a “brave new world”? Yes. Is traditional optimization “dead”? Not by a long shot.

Traditional (i.e. web) optimization and mobile optimization are two separate practices, requiring two separate strategies. One is not replacing the other. Instead, optimizers must learn to master both.

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The Effect of Typography on User Experience and Conversions

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.

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Ridiculously Effective Technique for Online Lead Generation

An average website has a sales conversion of 1% to 2%. So it’d be fair to say that on most sites more than 95% of visitors don’t buy anything—especially on their first visit. So instead of trying to sell them right away, we should capture leads (i.e. emails) instead.

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10 Conversion Optimization Myths that Just Won’t Go Away

Every industry is plagued by myths, misunderstanding, and half truths. This is especially true in digital marketing, and conversion optimization is no exception.

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Google Analytics Custom Reports

Statistics are like bikinis. What they reveal is suggestive, but what they conceal is vital,” said Aaron Levenstein, a former professor of business administration at Baruch College. [Tweet it!]

The same is true of your data in Google Analytics. Most of what you spend your time looking at (and re-looking at) is merely suggestive.

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Password UX

Have you ever forgotten a password for a site? What about a security question?

Have you ever spent a ridiculous amount of time trying to think of a password you can remember, but also complies with a list of arbitrary requirements (e.g., seven uppercase letters, four special characters, etc.)?

When these UX problems pop up, they cause friction.

Friction that prevents new SaaS customers from signing up, friction that prevents loyal eCommerce customers from creating an account for next time, friction that prevents current customers from accessing their accounts.

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Banner Ads Suck (and How to Make Them Convert Better)

Back in 2013, Nielsen reported in its “Trust in Advertising” study that online banner ads are the least trusted form of advertising among consumers falling even behind traditional ads like in the newspapers or magazines. A few years later, Bannersnack reported that 54% of internet users don’t click on banner ads because they don’t trust them.

In fact, display ads have a click-through rate of just 0.05% (across all formats and placements). Certainly not encouraging.

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