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intermediate

How to Use Negative Keywords (Especially Broad Match)

It’s said that, “an ounce of prevention is worth a pound of cure.” In the case of Google Ads, it’s a bit more like, “a few hours of research is worth hundreds of thousands of dollars.”

Negative keywords are easy to overlook, but they can be critical to finding your target market with PPC.

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When To Do Multivariate Tests Instead of A/B/n Tests

When should you use multivariate testing, and when is A/B/n testing best?

The answer is both simple and complex.

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5 Underused Google Analytics Reports for Conversion Insights

Google Analytics is widely used. But most marketers only scratch the surface when it comes to reports.

You can find insights for conversion optimization from tons of reports—and the juicier reports are lesser known.

I asked some of my friends in the industry to share underutilized reports that they often turn to when looking for insights.

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Homepage Optimization

There’s no denying that your homepage is vital to your site, especially if you’re a SaaS company. It’s likely one of your most visited pages, acting as a proverbial launch pad.

While you read about optimizing individual landing pages day in and day out, optimizing homepages is less frequently explored. Do the same old rules from 2010 still apply? Are people still visiting and using homepages they same way they were a decade ago?

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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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Apply for the Culture of Experimentation Sprint

Chad Sanderson has led experimentation at Oracle, Subway, Sephora, Microsoft and Convoy. Join Chad’s 6-week live interactive training program to develop a culture of experimentation at your company.

Apply now

We’re running live CXL Sprint programs in two other disciplines:

Sign up here to stay updated with upcoming program and enrollment info.

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