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.
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.
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.
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.
Do you make rational decisions or are you a slave to primitive thinking?
Does free will exist? Do you buy a product because you analyzed the options and decide it’s the logical choice? Or are you impulsively (and subconsciously) making decisions based on the part of your brain that’s well over 70,000 years old?
If we’re supposed to optimize what’s closest to the money, what is the value in optimizing for micro conversions?
Many blog posts have espoused this as a way to incrementally increase revenue and final conversions, but does tweaking stuff unrelated to purchase actually assist your bigger goals?
There are many different opinions on this question.
At the heart of every landing page is the lead gen form.
When your visitors land on your page, you want to ensure they can find and complete the form as quickly and painlessly as possible, right? After all, it’s the gate to your conversion funnel, your first interaction with leads.
More than a few questions are likely circling around in your head. Does my form have too many fields? Should I change the button color? Will in-field labels help reduce friction?
![Don't Do A/B Testing If You Aren't Ready [Rant]](https://cxl.com/wp-content/uploads/2015/10/typography-white-door-fence-320x160.jpg)
A/B testing is highly useful, no question here. But a lot of businesses should not be doing it. They’re not ready yet.
With all the talk about A/B testing, it’s easy to forget there are other methods of measuring the effects of experimentations, such as cohort analysis.