intermediate

8 Effective Ways to Measure UX

Ever wonder why your site has a lot of visitors but not enough transactions, purchases, or inquiries? In this post, we look at marketing and UX metrics from a slightly different angle.

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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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Tabbed Navigation

One of my favorite UX quotes comes from Chikezie Ejiasi, UX lead at Nest.

He wrote: “Life is conversational. Web design should be the same way. On the web, you’re talking to someone you’ve probably never met—so it’s important to be clear and precise. Thus, well-structured navigation and content organization goes hand in hand with having a good conversation.”

Can tabbed navigation be clear and precise? Of course it can, which makes it a valid form of navigation and content organization. What matters, as with most things related to UX, is how you implement it and how you optimize it.

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Why Keyword Themes + Modified Broad Match = Winning PPC Strategy

Cutting out noise and creating a PPC strategy that drives business: it’s the goal of SEM professionals everywhere. So let’s talk about how to do that for real.

By combining ad group theming and modified broad keywords, you can create targeting that rewards you with qualified traffic right away. It’s a structure that rewards you again and again by delivering even stronger target keyword sets.

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Product Recommendations

Nowadays nearly every online shop utilizes some sort of product recommendation engine. It’s no wonder—these systems, if set up and configured properly, can significantly boost revenues, CTRs, conversion rates, and other important metrics.

Moreover, they can have considerable positive effects on the user experience as well.

This translates into metrics that are harder to measure, but are nonetheless essential to online businesses, such as customer satisfaction and retention.

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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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How to Use Personalized Content and Behavioral Targeting For Improved Conversions

If 500 different people go to Amazon.com, they each a different version of the home page. How come? It’s personalized! It’s no secret why Amazon does that: content personalization makes money.

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m(Dot) vs. Responsive vs. Adaptive

Every once in a while a big debate comes along in the conversion optimization industry. There was the carousel debate, the hamburger menu debate, the above the fold debate, etc.

Optimizers have been debating another question: Which mobile design is best for optimizers?

Is it m(Dot) design, responsive design, or adaptive design? All three options have their unique pros and cons as far as UX and SEO go, but which is most suitable for someone running experiments and tests on the regular?

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Survey Response Scales: How to Choose the Right One

How you design a survey or a form will affect the answers you get. This includes the language you use, the order of the questions, and, of course, the survey scale: the default values and ranges you use.

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Google Analytics 102: How To Set Up Goals, Segments, and Events

Some of you out there may find this Google Analytics feature overview to be mostly a review. That’s awesome! That means you’re really taking ownership of your data. However, if you’ve never used any of these features, only experimented with them a little, or aren’t sure you’re using them correctly, you should read on.

From the time you set up your account and put your tracking code on your site, Google Analytics starts to capture and display a lot of data.

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