Many people in the marketing space are trying to figure out how to best present their value proposition. Which copy works best? Which design?
These are important questions because your value proposition is such a high impact area of your site – some would say the most important part.
So even though many people are working on and researching value proposition presentation, we thought there was still room to investigate, so we conducted a study through CXL Institute.
This study manipulates the value proposition of a financial service SaaS website, and uses eye-tracking and survey tools to test differences and effectiveness among the value prop. variations.
Wondering how to write “compelling” copy? Consider this.
According to a 2012 psychological study conducted in France by psychologist Remi Radel, humans can perceive the meaning of words in as little as 1/300th of a second.
Researchers recruited students for the test, asking all of them to arrive at the lab without having eaten for at least 3 or 4 hours. Half of the students were told there would be a delay of an hour and to eat lunch. The other half had only a 10 minute delay before the start of the test – and given no chance to eat.
This study, conducted through CXL Institute, is the first of a two-part series exploring security perceptions on checkout pages. We compare the effectiveness of six popular trust badges on an actual checkout page.
This short study from CXL Institute compares form completion time on 2 various form designs (radio buttons or select menus).
Is one form design more user-friendly than the other?
As marketers, we’re all trying to improve the customer experience and increase conversions. We have these things in common.
However, some marketers are much better at understanding their customer personas and doing the right kind of research than others.
What is comes down to is that delivering a single message to your entire customer base is an inherently flawed strategy. High-value customers, frequent browsers, seldom purchasers, brand enthusiasts and first-time visitors are all differently characterized and must be engaged uniquely.
This is where customer micro-segmentation comes into play.
As an optimizer, you might be thinking that user interviews fall outside your role. Or, perhaps, that they are a “nice to have” on the qualitative conversion research checklist. Worse, you might not be asking good survey questions because you’re rolling with an “I’ll just wing it” mindset.
User interviews are more complex and important than most optimizers realize.
When it comes to online imagery, it’s not so much about having images as making sure those images give the visitor a sense of texture, size, scale, detail, context, brand.
According to MDG Advertising, 67% of online shoppers rated high-quality images as being “very important” to their purchase decision, which was slightly more than “product specific information,” “long descriptions,” and “reviews and ratings”: