A call to action (CTA) is just a fancy marketing term for a button that entices the user to take a desirable action, taking them further down the conversion funnel
Have you ever signed up for an online subscription service (Netflix, Spotify, you name it) or downloaded a free resource from somewhere?
Well, your "action" was the result of an effective call to action. These seemingly straightforward buttons are an integral part of a marketer’s toolkit. They can make or break your conversion game, and be the difference between converting a lead and losing a potential client.
A well-crafted call to action is a boon for both parties.
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Discover how AWA digital defied "best practice" to drive up conversion rates for a global car rental company
Discover Car Hire, a fast-growing car rental comparison and booking site, came to conversion rate optimization (CRO) agency AWA digital for help increasing the profitability of their website.
To Discover Car Hire, "profitability" meant an increase to both conversion rates and average revenue per session (RPS). Car rental sales are always important, but most of the RPS boost came from their highly profitable upsells, so maximizing uptake of these was key to getting the best ROI. Using their proven methodology, AWA started the deep research that defines its process before creating a roadmap of hypotheses and split tests.
The typical user journey through the Discover Car Hire site was similar to most other car rental companies:
Home/landing page to enter…
CRO is an underrepresented specialty in today’s marketing industry and because of a general lack of understanding about the field of work, it often loses out
I attend and speak at some of the best digital marketing conferences all over the world and I can count on one hand, the number of sessions I’ve seen that offered quality content about Conversion Rate Optimization (CRO). This marketing specialization always seems to fly under the radar in marketing circles.
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Yes, there are a number of great websites and resources dedicated to CRO. There are also some excellent CRO-specific conferences out there and I’ve attended most of them - but the real problem is this: The only people talking about conversion rate optimization are CRO experts at CRO conferences and CRO bloggers on CRO-specific websites.…
How do you know who isn't converting and how can you make the most of the data to bring them back to your site?
Have you ever looked at your website analytics in real-time and watched as people entered the site? To your excitement, some of them filled out a form and converted into a lead. I have, and it’s awesome seeing the 5-6% of people that make it through your website funnel pop out the other end.
But what about the 94-95% of people who don’t convert? Most likely you’ve got a remarketing campaign setup, which is bringing some of them back. But is there anything else you can do?
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AWA digital helped Xero Shoes increase conversions and reduce return rates by split-testing sizing guide copy
Minimalist footwear company Xero Shoes came to conversion rate optimisation (CRO) agency AWA digital wanting to increase the conversion rate from their e-commerce website, which was already performing well. Using a data-driven CRO methodology that has evolved over 9 years (see figure below), AWA analysed over a million data points, cross-referencing findings to form test ideas.
Through surveys, live usability testing, and quantitative data analysis, it became clear that one of the main concerns for users was finding the correct shoe size.
While sizing is a common concern with apparel and shoe companies, Xero Shoes presented a unique opportunity as their sizing process had to accommodate the innovative minimalist footwear designs…
Whether you’re new to Conversion Rate Optimization or a seasoned pro, you need a solid CRO programme to take your digital marketing career to the next level
Done a lot of split or multivariate tests, or various other CRO activities, but not achieving the quantum conversion lifts you’d hoped for? If so, you need to read SmartInsights’ new and improved Conversion Rate Optimization (CRO) Programme Briefing!
While still providing foundational advice on these topics:
Creating a data driven organization
Estimating the ROI of your CRO projects
Using the latest and greatest customer research tools
Incorporating both big tests and smaller optimizations into your systematic testing
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Our updated CRO…
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…
Chart of the day: Most marketers are not using Bandit, a CRO testing method.
Most marketers are doing A/B testing, whilst Multivariate testing and Bandit testing, are less used.
What are the differences between each method?
A/B testing involves testing two versions of a page. There is a challenger and a control (usually the original page if you’re testing a different version against an existing page). Visitors are randomly assigned a version. Tests usually continue until a page (or version) is statistically (and significantly) better than the other.
Multivariate testing (MVT) is very similar to A/B testing but involves testing more than two versions
Bandit is similar to MVT except, increased traffic is sent to the most successful option, rather than sending equal numbers of visitors to each version. This allows you…
Chart of the day: Most marketers are running 1-2 Conversion Rate Optimization tests, such as AB testing, every month.
It's worth noting though that around 7% also run 20 or more tests, the majority run no more than 4 tests per month.
It's no doubt testing is hugely important to marketers, I don't see to sell anyone the benefit of AB testing or Multivariate testing, but for those who'd like to know the difference, I've summarised below.
I've taken the following definitions from Dr David Travis who is a UX consultant, has produced a very popular UX course on Udemy and has a Psychology PhD. The definitions are from his Udemy course.
AB testing - a comparison of two designs, tested with live users and a large number of users. You can run tests until you have a "winner" for example, one which outperforms the other one statistically
Multivariate testing - where there…
How to increase conversions with an SEO audit
Focusing on SEO while neglecting your conversion rate is a great way to wind up with a website that ranks highly for keywords your audience doesn’t use or attract a bunch of users who aren’t really looking to buy what you’re selling. That’s why you have to think about choosing the right SEO tools for you and focusing on more than just the technical aspects of your audits.
That’s right: you can use your SEO audits to improve not just rankings, but your conversion rates as well.
Smart Insights have just launched their latest Quick-Win, SEO Technical Audit. Carrying out an audit is often about making small modifications to parts of your website. When viewed individually, these changes might seem like incremental improvements, but when combined, they can make a significant impact on your site’s performance…