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?
Peter Drucker famously said, “What gets measured gets managed.” But what if your data is wrong? What if you’re not measuring correctly or completely? What if there’s a whole pile of things you think you’re measuring when really…you’re not?
A lot of the people relying on Google Analytics are relying on bad data. No, not because Google Analytics is awful. Because their configurations are broken. That’s why you need to conduct a Google Analytics audit.
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.
You often read that most people prefer to watch a video than read text.
How true is that statement, really? You’ve been hearing about video for years now. Big brands are spending tens of thousands on videos that fall flat, while a lucky few are going viral.
But even they struggle to repeat their original success. And what do views have to do with actual money in the bank?
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.
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.
There’s a fine line between online persuasion and manipulation.
Software businesses have a conversion problem that’s both getting worse and going mostly unsolved. And that problem is mobile.
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.
If you’ve ever thought about running a PPC campaign for the first time, there’s a good chance you wondered which PPC channel to use.
The PPC targeting options that Facebook has available are different from Google Ads, LinkedIn Ads, Twitter, and an abundance of other PPC marketing networks.
Where do you begin when there are 72+ PPC options for you?