3 Keys to creating a really effective call to action
The call to action, or CTA, is the darling of the digital scene, a must-have for marketers in every webpage or piece of content. But don’t be distracted by their trendiness; CTAs are far from new...
A CTA is simply another way to express an age-old marketing question: "What do we want our target audience to do?” In turn, CTAs are only the latest iteration of the many techniques used to transform customers from strangers into friends.
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While we've been making CTAs for centuries, that doesn’t mean they are a walk in the park. Many business owners and brand designers trip up when they try to turn their beautifully crafted websites into tools that actually…
With a well-performing homepage businesses get to spend less money on advertising or other traffic / lead generation methods
There is a reason why smart people spend so much time and money to optimize their homepage.
With a well-performing homepage, they get to spend less money on advertising or other traffic/lead generation methods (because the handful of people that come across their website actually convert). They don’t need to work with unsure customers who always cause troubles (too many questions, late payments, etc.) because they have customers/clients in reserve. And they don’t feel obligated to produce hundreds of web pages only because they’re not getting enough leads from their homepage. The list goes on.
But as Sam Ovens explains only practice makes you self confident. Having all those benefits I mentioned above is not an easy work -- it needs…
Converting leads into paying customers is the undying challenge for marketing teams and e-commerce companies year after year
Every business wants to grow their revenue and reach, yet many still struggle to understand what the numbers actually mean and how to use them to boost sales.
Thanks to advances in big data and analytical technology, marketers now have access to more consumer data than ever before. However, this only serves to overwhelm over 50% of marketers, in turn making their marketing strategies ineffective.
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Since there is access to so much information within a business’s sales and customer data, marketing teams tend to feel overwhelmed and unsure of the best ways to apply it. While nearly every dataset has its…
Understanding some of the basics of the psychology of persuasion and how to apply them, can make a huge difference to your marketing efforts
We’ve previously spoken about how psychological principles can help shape and optimize brand communications — not least, referral marketing campaigns.
In truth, there’s a whole universe of theories and heuristics belonging to a wider field of behavioral economics.
Behavioral economics basically describes the effects of psychological, social, cognitive, and emotional factors on human economic decision making.
This obviously includes the dynamics of deciding to buy. And for this reason, having a good grasp of some key ‘cognitive triggers’, rooted in behavioral economics theory, is a good idea for any ecommerce marketer.
Let’s take a closer look at 3 of the most well-known ‘cognitive triggers’, and how they can be applied to your marketing efforts…
Anchoring and the decoy…
Create a perfect landing page that converts viewers into customers
Those in the online business may be aware of the benefits of a well-designed landing page. As a goal conversion tactic, a landing page is an effective marketing tool that can help grab the attention of your target audience, helping you increase the conversion rate of your varied marketing campaigns.
Mostly, a landing page is created to;
Generate targeted leads.
Increase email list subscribers.
Boost social media followers.
Or to increase the sale of a particular product.
From a perspective of increasing conversion, it makes sense to direct traffic to a dedicated landing page that provides a predefined action rather than a general web page on your website. As such, if you want to generate better leads that convert then it is essential that you create a landing page when running a marketing campaign.
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Learn how AWA digital helped Superfi increase conversions by a data-driven header test
Hifi retailer Superfi came to conversion rate optimisation (CRO) agency AWA digital wanting to increase the conversion rate from their ecommerce website. Using their tried-and-tested research framework (see figure below) AWA gathered quantitative and qualitative data, cross-referencing findings to form test ideas.
It became apparent early on that the website suffered from distracting links, leading people to non-sales funnel pages at key stages of the buying process and in the sitewide header.
How research feeds ongoing testing
Among the various research strands used for the project, heat mapping, Google Analytics and survey data stood out as offering some great insights for this test. As well as being able to…
Use these testing tools to help structure your experiments and boost your conversion rate
A/B tests allow you to run one or more different versions of a page which may include one or more of different features such as a call to action, a hero banner or other page elements compared to a control version. Multivariate testing enables you to test multiple elements at the same time. This requires more traffic and more time spent on set up, but gives the benefit of being able to isolate the impact of each element on conversion and average order value.
Improving leads or sales through driving more users down the conversion funnel is the primary goal of these tools. They simplify the process of running these tests, allowing control over the test variables (e.g. how much traffic is sent to the various test versions), provides…
Conversion rate optimization (CRO) has generated a lot of hype and it is seen as a silver bullet that will solve all the problems the ecommerce business has.
The truth is there are two sides of the same coin. The first one is that CRO is indeed as magical as the compound interest: only a 6% add of incremental increase will lead to 90% more conversions in just 12 months. This means you double your conversions and you decrease the customer acquisition cost - double strike! This is the good side of conversion optimization.
On the other hand, the bad side of CRO is that not all companies are qualified to start the optimization process, and not all the companies that adopted this technique are doing it in the right way.
Further on, in this article, I want to present you the real path of conversion rate optimization, from start to success.
Chart of the day: Unbounce reveals business consulting, travel and job training industries have the best conversion rates.
The comprehensive report, which evaluates thousands of conversion rates has found the three industries with the highest conversion rates.
Business consulting, whilst most likely receiving low levels of traffic appears to convert well, whilst job-related training also has high conversion rates which is good news for elearning related websites and training providers! Travel is as strong as ever, with demand for flights, hotels and holidays as high as ever, the travel industry enjoys a decent conversion rate and the lending industry isn't far behind - there is still demand for loans and credit.
It could be something to do with the mindset of customers who are interacting with these industries. When people are looking for credit, after assessing options, they are likely to go ahead and proceed as…
Conversion rate optimization (CRO) is the process of converting more of your website visitors into leads for your business
Especially in long B2B buying cycles, the ability to generate more Marketing and Sales Qualifies Leads (MQLs & SQLs) is crucial for long-term success. That said, in recent years, marketers have become preoccupied with driving more traffic to their website, they’ve overlooked the power of CRO. In fact, for every $92 spent acquiring customers, only $1 is spent converting them.
B2Bmetric have created an infographic on 16 ways companies can start focusing more on CRO and generating higher conversion rates and more sales online.
Thanks to Ben Brown for sharing their advice and opinion in this post. Ben is a B2B marketer, PPC fanatic and Burrito enthusiast at B2Bmetric.…