Conversion Optimization & Marketing Blog

The Science of Familiarity: Increasing Conversions by Being Unoriginal

Do you remember when Slack launched? At the time, I was a diehard HipChat fan. Needless to say, I wasn’t interested in trying Slack.

I considered it nothing more than a passing trend. Now? I use it for an average of 10 hours a day for personal and professional reasons. (Sorry, HipChat.)

What’s going on here? How’d I go from loathing something to using it daily in the span of just 3-4 weeks? It’s called the mere-exposure effect, which means we tend to develop a preference for things just because we’re familiar with them.

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Guide to Product Bundling: 4 Strategies to Get It Right

It’s the early 1980s. You’re in charge of a fledgling ESPN, and you have two choices:

Add more college basketball—you’re highest-rated programming—to the schedule.
Stick with the skiing and billiards you’ve aired for years (because you couldn’t afford anything else).

Which creates the more profitable programming bundle?

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The Marketing Matrix Guide: Understand & Engage Your Customers

The difference between great ideas and great marketing is in the planning. A great idea has the potential to drive traffic and sales, but if you don’t communicate it in the right way to the right people, it will never take off.

In this article, you’ll learn how to plan and validate content using a marketing matrix so your next great idea strikes a chord with your target audience.

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Form Design Principles: 13 Empirically Backed Best Practices

If you’re not following form design best practices, you’re leaving a lot of money on the table.

While forms aren’t the sexiest part of conversion optimization, they tend to be the closest to the money—the macro-conversions. Spending a little time optimizing forms can be some of the most important optimization work you can do.

Of course, best practices don’t work the same on all sites. It’s contextual. But generally, implementing form design tactics that work more often than not is a good way to get started.

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The Serial Position Effect: Why Primacy and Order Matter in Psychology

You put tons of time into creating your product, experimenting with acquisition channels, and honing your messaging.

Yet here I am, about to tell you that consumers are often swayed by such subtle nudges as the order in which you present your products, or the “serial position effect.”

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Economic Moats: How To Build a Competitive Advantage

When Warren Buffett coined the term “economic moat”, he stated that the products that have wide, sustainable moats around them, are the ones that deliver rewards to investors.

That’s why determining the competitive advantage of any company is key to investing, to which moats were initially tethered: a bigger moat makes a stock a better bet.

But the implications are broader, for companies large and small. An effective moat doesn’t require Amazon’s distribution network or Microsoft’s monopolistic software strategy.

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Unique Value Proposition: How to Create a UVP (With 7 Examples)

Your brand’s value proposition is a promise of value to be delivered. It’s the primary reason a prospect should buy from you.

It’s also the #1 thing that determines whether people will bother reading more about your product or hit the back button. On your site, your value proposition is the main thing you need to test—if you get it right, it will be a huge boost.

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Social Login: 9 Reasons Why You Need It

We are always striving to boost conversion rates and encourage users to engage more.

Forward-looking businesses are using social login, also known as social sign-on, to do just that.

For the uninitiated, social login allows users to access websites using their existing social account IDs, such as Facebook, Twitter, and LinkedIn.

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Data Blending: How to Blend Data in Google Data Studio

Over the last years, Google Data Studio has evolved from an appealing but clunky application to a tool that we recommend to any digital marketer.

Data Studio allows you to communicate data simply and in a repeatable format, and their expanded integrations, customizations, and editability have made Data Studio dashboards extremely powerful.

A relatively new feature, data blending, came out last year. This underused function can do a lot of cool things; it also has some limitations. Once you’ve got your head around the basics, the possibilities are endless.

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