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Finding The High Converting PPC Keywords That Are Right Under Your Nose

Note from the editor: We talk a lot about conversion rate optimization, and how it’s about showing the right people, the right thing, at the right time in order to get more out of your website.

For many CXL readers, PPC advertising is a big part of your business & in many ways it is just as critical to the conversion process as what’s happening on the page. You may have an exceptional page that would convert beautifully if your PPC ads were just a little more on topic.

That’s why I’ve asked my friend Georgene Nunn, one of the brightest PPC people I know, to break down some of the ways you can use your existing data to improve your keyword sets, targeting options, and relevance scores to drive more targeted people to your site.

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Landing Page Best Practices: Remove Distractions, Be Bold & Tell a Story

Last Friday, Oli from Unbounce & Peep teamed up for the second episode of Page Fights where they tore apart contestants landing pages & give them actionable advice & best practices on how to make their landing pages better.

The winner of Page Fights gets 1 free year of Unbounce’s Pro 99 account, a half hour private consultation with Peep & free early membership into the CXL Institute.

In this second episode, they reviewed 5 different landing pages with the page owners & went into more detail than Peep normally does in our regular website reviews, so hopefully you’ll find more value in it.

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How to Create Customer Feedback Loops at Scale

According to a study by Bain & Company, 80% of companies say they’re customer centric, yet only 8% of customers agree.

Think about that for a second.

How many of your customers do you think would agree that you are customer centric? Do you know for sure?

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This is important because according to a study by Monetate, 79% of customers will buy from a company again if the experience is good, but 89% of them would switch to a competitor if the experience wasn’t satisfactory. And nearly everyone agreed that the online experience influences their decision to buy.

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Pulling Back The Curtain on P-Values (or How I Learned To Love Small Data)

For all of the talk about how awesome (and big, don’t forget big) Big data is, one of the favorite tools in the conversion optimization toolkit, A/B Testing, is decidedly small data.

Optimization, winners and losers, Lean this that or the other thing, at the end of the day, A/B Testing is really just an application of sampling.

You take couple of alternative options (eg. ‘50% off’ v ‘Buy One Get One Free’ ) and try them out with a portion of your users. You see how well each one did and then make a decision about which one you think will give you the most return.

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How To Sell Conversion Rate Optimization To Your Boss

Here’s something that won’t come as a shock to people who work for big companies: not everyone is on-board with the idea of conversion optimization and testing.

In an ideal world, everyone would be excited by a data-driven approach & the idea of building a conversion culture is something the entire organization would be excited about from day one.

BUT this is the real world.

There are egos and opinions and red tape and executives who wet themselves any time there’s even the slightest chance they can be proven wrong.

Even worse, if your company is one with a silo mindset, where designers go over here, marketers are over here & IT belongs in a cave somewhere over there – the thought of even having one cohesive “Conversion Team” might seem laughable, if not altogether impossible.

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