Chart of the day: A comparison ranking AB testing services used for structured experiments to boost conversion

In our Essential Digital Marketing Tools infographic and guide we recommended the top 5 tools for AB and Multivariate testing in category 19 of 30. Our recommendations focused on the best value tools for small and mid-size businesses, but the popularity of the services will vary by company size and there are many more options than the 5 we have recommended. This analysis by Datanyze shows number of websites using one of the services for AB and multivariate testing divided by the total number of websites using any of the technologies. This is shown for the top 1 millions sites by traffic as ranked by Alexa. We're fortunate to have a number of services like Datanyze which crawl sites categorising the Javascript tags of different tools (others include…

See better results and bigger wins using a test-driven B2B marketing strategy

Gambling on hunches when deciding which tactics and channels will help you achieve your goals is a flimsy strategy that could land you on the wrong path. The same mistakes are made far too often. Marketers try a channel once, get a disappointing result, and decide the channel doesn’t meet their needs. Or after the channel fails to produce, they continue to plug away at it forever, assuming things will eventually work out. Good channels don’t always reveal themselves right away, and bad channels don’t turn into good ones after meeting a nonexistent spending threshold. To avoid early abandonment and wasted budgets resulting from a prematurely folded hand, employ small marketing tests to evaluate channels across multiple audiences and creative approaches before the next round of betting. The most successful marketers analyze new marketing channels according to not only their current performance…

Google puts A/B testing tools at everyone's fingertips by making it's Google Optimize product free

There may be no such thing as a free lunch, but since it launched out of beta in March 2017, there's a free CRO package that gives you the ability to run A/B tests across your site. Almost half of smaller businesses don't currently utilize A/B testing, which will mean they're potentially losing vast sums compared to the revenue they could have been generating had they engaged in CRO.

[si_quick_block id="101832" title="How to do AB tests with Google Optimize" description="This Quick Win explores what AB testing is, and what process you should use to build a test. We will cover some ideas on what you could test, as well as working out where to focus your attention, hint, don’t just jump to say your homepage, you may want to test somewhere else that will give you a bigger impact."]


5 easy steps to improve your ecommerce conversion rate using personalization tools, segmentation, interaction data (AOV and RPV) and campaign split testing

As a marketer you’re always seeking the holy grail that will grow your revenues, that insight that tells you exactly which design updates are increasing your ecommerce website’s key conversion metrics like conversion rate, average order value (AOV) and revenue per visitor (RPV), and - equally importantly - which are not! The good news: 2017 is an awesome year for conversion optimization tools. We’re now way beyond the ‘seeing’ part - voyeuristically seeing what visitors are doing, where they most click and scroll. Now, by investing in a personalization platform, you can analyze your visitors’ specific interactions, and understand which of them correlate with higher conversions and revenues. Below I share the five steps for doing this. [si_guide_block id="57383" title="Access premium resource – Web Personalisation guide" description="This guide explains how to create…

If there’s one thing CROs could use more of, it’s psychology.

I’m all for testing crazy ideas. It’s how some of the most counterintuitive and surprising discoveries are made. But we still need to build our landing pages on a solid foundation, and since it’s human behavior that our landing pages are attempting to influence, psychology is central to that foundation. There’s no shortage of articles about psychology marketing out there, but I wanted to share three powerful ideas that I don’t think get enough attention in these discussions. Let’s take a look.

1. Single Option Aversion

You’ve probably heard of “the paradox of choice”, the theory that if you are presented with too many options, you are less likely to make a decision. Well, it turns out that most experiments attempting to replicate that effect don’t actually find it. The effect may be real, but it seems to only occur in idiosyncratic circumstances that…

Learn the best practices for landing page optimization to help generate quality leads for SaaS

Landing pages are the heart of any inbound marketing campaign, mainly because they have the unique ability to convert complete strangers into qualified leads. Surprisingly, 44% of B2B companies direct visitors to their website's homepage rather than to a specific landing page.

[si_guide_block id="5690" title="Download Premium Resource – Landing Page Conversion Guide" description="Learn best practice for higher-converting B2C and B2B Landing pages."/]

Perhaps this can explain why according to the latest State of Inbound 2017 report, the majority of marketers still struggle with generating new leads for their businesses. Building a well-designed and optimized landing page is one viable way to help your SaaS business overcome this marketing challenge.

What is a landing page?

A landing page is a specially designed page where you direct your visitors…

A case study of how a retail brand ran a personalisation program to improve engagement

Jack Wills, a retail fashion store, has used personalisation to boost conversions for new and returning customers. What results have Jack Wills seen since running their personalisation program? 12% increase in conversion rates 8% increase in Add-to-basket Reduced basket abandonment Using Monetate, a personalisation software for consumer-facing brands, not only has Jack Wills increased their conversion rates, they have also reduced their basket abandonment.

Personalisation is key

A number of changes were made to their online store - including 'sticky filter' functionality and personalised rules for displaying products to give customers a better and more engaging user experience. Through personalisation, new customers to the online store are shown product category pages with 'bestseller' products, whilst returning customers are shown 'new arrivals' on the same pages. This is because extensive…

Chart of the Day: Which optimisation techniques are marketers using to create better experiences

I was doing a customer onboarding training session with one of our Business members last week and when I was talking to the digital marketing manager and team, our conversation quickly turned to what is a good conversion rate and the best techniques to improve it. Their UX specialist referred to it as 'crow' and it made me think how many people involved in marketing know or use this term for conversion rate optimisation. Since our research shows that despite its potential power to increase leads and sales, it's not as widely used as you might expect. In our recent managing digital marketing report, we asked about a range of techniques used to research and improve customer journey effectiveness. It was good to see that techniques such as customer persona research and customer journey mapping…

Live chat is a key tool in your CRO arsenal

Generating and capturing leads is one of the best benefits of using live chat on your website. Not only you provide great customer service, responding to customer queries in no time, but you also capture potential visitors by starting a conversation with them. Why is that? According to LiveChat report, visitors invited to chat are 6.3 times more likely to convert into customers than those who don’t chat; with 61% of those customers converting within the first chat. So starting a chat with potential visitors, drastically increases the chances of turning them into customers. Did this catch your attention? Check out a few ways live chat can help you increase a conversion on your website.

1) Reach out to visitors by starting a chat with them


Optimize the forms on your website to maximize your revenue opportunities

Usability Testing forms a massive part of the User Experience Research we carry out, so naturally, we observe a lot of forms being filled out! With the amount of time we all spend form filling online you'd think that creating an easy-to-use form would be a 'piece of cake'. Sadly, it's not and there are plenty of substandard forms out there preventing users from getting what they want. Here are six mistakes that you can avoid to ensure your forms contribute to a positive experience for your customer’s, rather than hindering them from making a purchase (let’s be honest, no one wants that!).

1. Think before you ask

Customers see the data they enter online as an exchange - they give you information and you give them what they want. But if that balance is off and it's not clear why you need the…