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AB Testing

Custom landing page examples and best practice advice

Discussion of web design in companies who don't know the power of landing pages still often focuses on the homepage. But savvy companies who are effective in their traffic building know that many visitors reach the site on other landing pages. These include both standard website page templates like category or product pages and custom landing pages dedicated to maximizing the conversion of leads when using inbound marketing techniques like SEO, Google Ads, and social media to drive visitors to a site. Whether you use standard page templates or dedicated landing pages will depend on your sector. For retailers or travel companies, it's impractical to create bespoke landing pages for each category and product. However, for business-to-business service and Software-as-a-Service (SaaS) businesses, dedicated pages are still commonly used to maximize conversion. In other sectors like financial services, it may be a combination, with…

Learn how we updated and improved our key membership pages to increase conversion and improve the quality of leads with simple customer-centric copy changes

To stay ahead of the competition, you need to keep monitoring and reviewing your key sales pages - are they converting, how much is it costing per user to convert and how can you improve conversions? At Smart Insights, we'll hold our hands up and admit our key Business Membership sales pages were due an update and so we started work on these at the beginning of the year. Here's how it went...

The problem

We had four landing pages that were designed to describe the value proposition of Business Membership and direct users to relevant pages to find out more: The overall generic filter page that is used to capture leads who would like to learn more about the different types of Business Membership, without delving too deep into…

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.┬áSince 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…