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The Complete Guide to Writing Product Descriptions That Convert

Most product descriptions are awful. Or worse, non-existent.

Product copy and product descriptions seem like such minor parts of a website in the grand scheme of conversion optimization, so many brands brush it off. But for companies doing it right, writing excellent product descriptions is a great way to sprinkle brand personality in a place that most people don’t expect it.

In fact, some companies do product copy so well that it’s almost a feature of the product itself.

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Lead Gen Form Optimization

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?

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Client side server side ab testing

Marketers of all stripes are obsessed with tools.

This obsession has bred comprehensive lists of growth tools, SEO tools, and general online marketing tools. It is no different with us in conversion optimization. We nerd out on testing tools.

Though no optimization program has ever hinged on which tool you used, there are important distinctions between A/B testing tools—from the statistics they use, their price, and more.

One thing that is often either overlooked or misunderstood is the difference between client-side and server-side testing tools.

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Qualitative Research

You spend most days analyzing and interpreting numbers, right? You’re constantly sifting through Google Analytics dashboards, form analytics reports, Mixpanel data – the list is endless.

When you spend so much time focusing on the numbers, it’s easy to forget about the people generating those numbers.

That’s where qualitative research comes into play. Qualitative research sample size requirements are also significantly less than quant research, making it doable for most companies.

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Distraction

Conversion optimizers are in the business of attention management, just like magicians.

It’s your job, as an optimizer, to direct attention and focus your visitors on the next step. Yet, so few of us do this effectively. Landing pages are full of distractions, calls to action are cluttered, etc.

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