Browsing Category

Conversion Rate Optimization

Conversion Rate Optimization, E-Commerce

6 Ways to Alter Perceived Value to Improve Your CRO ft. @ObjeqtEcomm

Image created by Yasmine Sedky (@yazsedky).

What is it about that blue box – the iconic Tiffany’s box.

What’s inside isn’t, typically, very exciting in purely objective terms. A relatively plain diamond engagement ring (okay, the engagement itself is exciting), a charm bracelet, heart necklace or pair of generic earrings the like of which you could easily find at Zales? Half the magic of Tiffany’s is knowing it came from Tiffany’s – the iconic mecca for diamond and Audrey Hepburn fans. There’s romance in that box that is only tangentially related to the jewelry.

There’s also social cachet.

I don’t mean to sound jaded. I wouldn’t turn a down a blue box or its contents. But I do want to point out that its value isn’t intrinsic: it’s perceptual.

Perception is a very individual thing, influenced by life experience, personality, past interactions with your brand and your competitors (and with certain classic movies). Perception is the voice that whispers “Yes, you should buy the Poinsettia Flower Pot Cake for $165 because Oprah said so,” or “Hey, maybe I’ll give AirBnB a chance – Kim looks really comfy.”

Just checked into our NYC penthouse. Thanks @airbnb for the gift of our home away from home.

A post shared by Kim Kardashian West (@kimkardashian) on

Perception is so subtle, many of us don’t pay it much attention. But marketers do. CROs do. And you should, too.

Even the words you use in your value proposition, marketing, and product pages will mean slightly different things to different people. The words quality, premium, economy, value, guarantee might mean “an intelligent purchase decision” to some buyers, or just mean “cheap” to others.

It’s because perception is so varied, and I would argue malleable, that it can be influenced to generate higher conversions – without increasing your own costs.

And you don’t need Oprah or Kim to do it.

Hey now – this isn’t entirely self-serving. Customers want to feel good about their purchases, that they’ve made the best possible decision on a product that meets their practical and emotional needs. And, when they do feel that way, they tend to be more loyal. Everybody wins.

Read More on Objeqt


Let’s Get SaaSsy – I’m offering a limited number of SaaS consulting engagements.

Conversion Rate Optimization, Visual Communication

Here’s How to Create Original Images That Boost Conversions ft. @VisageCo

how-to-create-original-imgs

Image created by Yasmine Sedky (@yazsedky).

Conversion rate optimization (CRO) is a complex business with many different ways to approach it. One aspect of CRO that hasn’t been discussed nearly enough is the potential for images to increase views, clicks, and conversions — in addition to customer success and net promoter scores (NPS).

But discussing what you can do with the right images isn’t helpful unless you know how to find or create these images quickly and economically.

A crash course in the power of pictures

To get to the root of how images improve conversion rates, we first have to look at the series of events that creates conversions.

According to Dr. Robert Cialdini’s 6 Principles of Influence, people…

  • Feel obligated to reciprocate – give them something, and they’ll want to give you something
  • Honor their commitments – if they say they’ll do something, they’ll likely do it, because they’ve established that goal as an integral part of their self-image
  • Believe the word of their peers (which is why user reviews are so powerful) and copy behaviors they see
  • Follow authority figures.
  • Buy from people they like
  • Act faster if they perceive scarcity (On Sale Now for a Limited Time!)

Our brains are hardwired to believe what we see over what we hear or read. Images have a way of driving straight to our emotional centers.

Based on Cialdini’s research, some of the ways images can be used for influence include:

  • Giving away a high-value infographic or set of high-quality stock photos that anyone can use (all they have to do is sign up for your newsletter)
  • Creating a series of motivational images that encourage viewers to keep the goals they’ve set for themselves (which your product can help them do)
  • Encouraging users to submit photos of themselves using, wearing, or enjoying your products (or, if you’re selling a service, including images of actual customers next to their reviews or testimonials)
  • Using professional photos and/or high-quality stock images on your website
  • Creating funny, personality-rich images, videos, or GIFs for your social media posts and emails
  • Thinking of creative ways to visually represent scarcity — maybe by making a GIF of a warehouse as it goes from full to empty, or by creating an image that expresses the disappointment someone will fill if they miss out on an opportunity

Companies are also using images to delight existing customers and help them become more successful (which improves net promoter scores and leads to increased upsell opportunities). A customer success team, for example, could create GIF screencasts in response to help tickets or even stock an FAQ page with visual demonstrations of how to solve the most common customer support issues.

Read More on Moz


Let’s Get SaaSsy – I’m offering a limited number of SaaS consulting engagements.

Content Marketing, Conversion Rate Optimization, Visual Communication

How to Effectively Use Images For Better Conversion by @NikkiElizDeMere

howtouseimages

Image created by Yasmine Sedky (@yazsedky).

There’s a boring definition of conversion, but I prefer to simplify it down to monkeys.

Monkey see. Monkey do.

The “do” is the conversion. But the magic is in the “see.” What does a monkey — or person — see that spurs them into doing? And what gets in the way between the “see” and the “do” that makes “doing” less likely?

Using images to improve conversion rates requires answering those two questions. Essentially, you need an image that creates a desire to take action and reduces any friction.

Read More on Convert.com


Let’s Get SaaSsy – I’m offering a limited number of SaaS consulting engagements.

Content Marketing, Conversion Rate Optimization, Visual Communication

​How to Create Images That Attract & Convince Your Target Niche ft. @VisageCo

how-to-create-images

Image created by Yasmine Sedky (@yazsedky).

Any old picture might be worth a thousand words. But your target niche doesn’t need or want a thousand words. Your ideal audience needs the right words, paired with the right images, to tell a story that uniquely appeals to their deepest desires.

Studies show that people understand images faster than words, remember them longer, and if there’s a discrepancy between what we see and what we hear, our brains will choose to believe what they see. Our brains prioritize visual information over any other kind, which makes images the fast-track to connection all marketers are looking for.

So don’t just slap some text on a stock photo and call it good. You can do better. Much better. And I’ll show you how.

Read More on Moz


Let’s Get SaaSsy – I’m offering a limited number of SaaS consulting engagements.

Conversion Rate Optimization, Visual Communication

Hot or Not? 🔥 Check Your Images with Heat Maps by @NikkiElizDeMere

heatmaps

Image created by Yasmine Sedky (@yazsedky).

Do you suspect that your sales page leaves people cold? Do you think nobody’s reading your content – or, at the very least, they’re ignoring your Call to Action (CTA) buttons? Are the images on your website turning visitors off – or confusing them?

What are your visitors thinking?!?!

If you’ve posed any of these questions, or just want to know what your visitors like and don’t like, heat maps are the super simple (and crazy valuable) answer.

Copywriters and designers take note: This will change the way you do everything. Ready? I’m going to show you how to use heat maps to get the most out of your visual content. Best part? These programs are usually free or affordable (I recommend five favorites at the bottom).

Read More on SEMrush


Let’s Get SaaSsy – I’m offering a limited number of SaaS consulting engagements.

Conversion Rate Optimization, Customer Development, Customer Success

Customer Development: 4 Steps for Decreasing Churn by @NikkiElizDeMere

4StepsForDecreasingChurn

If you had to sum up conversion, customer success and retention into one phrase, that phrase might be “customer development.” Customer development doesn’t have a succinct and pithy definition – it’s just too complex of a concept to smush into a neat sentence. The best definition I’ve come across is from Patrick Vlaskovitz in The Entrepreneur’s Guide to Customer Development:

“Customer Development is a four-step framework to discover and validate that you have identified the market for your product, built the right product features that solve customers’ needs, tested the correct methods for acquiring and converting customers, and deployed the right resources to scale the business.”

Clear as mud, easy as an appendectomy.

Which is to say, it’s not easy at all. So let’s break it down in terms that lend themselves more to concision: Conversion, customer success and retention.

It’s like the circle of life. They’re all connected and flow into each other. To eliminate churn and increase customer success, you should constantly optimize your conversion process (hello retention!).

Read More on Conversioner


Let’s Get SaaSsy – I’m offering a limited number of SaaS consulting engagements.

Content Marketing, Conversion Rate Optimization

Good Copy, Great Copy, and Copy That Converts by @NikkiElizDeMere

conversion-copywriting

Good copy is readable, maybe even enjoyable, and probably free of spelling errors, grammatical snafus and typos. But it’s not going to win you customers (though it might show Google your website still has a pulse, which isn’t nothing). Great copy is the kind of thing people talk about and share with their friends. Great copy makes the rounds on Twitter and Facebook, garners high page views, and contributes something of genuine value to the world – or it’s just really, really funny.

But I’m not here to talk about good copy, or even great copy. I want to talk about a very specific kind of copy: Conversion copy.

Read More on SEMRush


Let’s Get SaaSsy – I’m offering a limited number of SaaS consulting engagements.

Conversion Rate Optimization

Hiring For Conversion Rate Optimization by @NikkiElizDeMere

By now, most companies know enough about data-driven marketing to ask for it. They want real numbers backing every decision, and marketers have narrowed down the “intangibles” by finding new ways to measure nearly everything. Have we entered a Golden Age of personalized marketing? Perhaps. One thing we know for sure: Conversion Rate Optimization is poised to become a highly valued, integral part of the digital marketing landscape.

If you want to be part of this up-and-coming specialization or are planning to hire for Conversion Rate Optimization, here’s how a Conversion Rate Optimization specialist should be like.

Read more on Visual Website Optimizer


Let’s Get SaaSsy – I’m offering a limited number of SaaS consulting engagements.

Conversion Rate Optimization

The Quick n’ Dirty Guide to Landing Pages That Convert by @NikkiElizDeMere

the-quick-and-dirty-guide

Image created by Yasmine Sedky (‏@yazsedky).

Landing pages may be a science and they’re certainly an art, but that doesn’t mean they can’t also be as easy as 1-2-3. By following a few best-practices, you can optimize your landing pages to convert better than they ever have before (you’re tracking that, right?). Let’s break it down in one quick n’ dirty guide.

  1. Employ the Quick Wins (because some things don’t need a paragraph to explain them): 

    Your mantra: One page, one purpose.

    Place form here: Right side of the page, above the fold if it’s an easy sell, below the fold if you have to explain it.

    Make sharing easy: If you want people to share your offer on Social Media, reduce anxiety by telling them they can customize their message.

    Increase E-book Downloads Instantly: Just tell users how long it will take them to actually read the thing.

    Halt Ad Bounce Rates: If your landing page bounce rate from online ads is high, check your messaging. Nine times out of ten, messages and images on ads don’t match their landing pages, which is a huge conversion-killer!

  2. Understand the Philosophy of the Landing Page:
     

    The first rule of landing page design is: Never start a marketing campaign without a landing page! I’d repeat it, but it’s long, so just read it one more time, write it down, and hand it to your tattoo artist along with your right arm.

    The second rule of landing page design is has to do with what we call the “Attention Ratio.” Attention ratio is the ratio of all the things you could do on a given page to the number of things you should be doing. And that ratio should be 1:1. Ie. One page, one purpose, one action, no distractions. Follow this rule and conversion rates will rise.

    The third rule of landing page design is: Be very, exhaustively clear. People get confused rather easily when presented with a form, so be sure to tell them what the form is, what the form will do once filled out, and how they will benefit from filling out the form. Be explicit. And, bonus points for putting all of this information succinctly on the form itself.

    The fourth rule of landing page design is: Know who’s using it and what their expectations are. The landing page you create for your grandmother (who uses Facebook and email like a pro) versus the landing page you create for your sister (who schools you when it comes to phone apps and internet memes) are very different pages. What are the expectations of your target audience?

  3. Understand the Philosophy of the Form:

     
    I adhere to Form First Design, which essentially means that your form should act like a miniature landing page, communicating what it’s for and why users should care. You can use a framework similar to an old-fashioned news story: What, Why, Where, When, and How. Your form should now look something like this:

    • Headline: What is your offer?
    • SubHead: Why should the user care?
    • Benefits bullet points
    • Form fields: To be described adequately so users know what they’re supposed to do
    • TA: Describe what’s going to happen next
    • Social Proof: Testimonial quote

You might wonder how many fields your form should have, and that is up for debate. Would you like lots of conversions, or only high quality conversions? The longer and more detailed the form, the higher quality those leads are likely to be. Look at a typical HubSpot form, for example. Those puppies are long. Why? Because they only want to send high-quality leads to their sales reps.

Yes, you can and should do A/B testing to optimize your landing pages. Yes, there are many other tweaks you can employ to really give them that final polish. But most people aren’t even mastering the basics. Now you have no excuses. Don’t be one of them!


Let’s Get SaaSsy – I’m offering a limited number of SaaS consulting engagements.

Conversion Rate Optimization, Curation, Metrics, Tools

34 Tools for Conversion Rate Optimization ft. @MorganB

tools-for-cro

Image created by Yasmine Sedky (‏@yazsedky).

Qualitative, quantitative, testing, and workflow tools for conversion rate optimization.

Conversion Rate Optimization is one of the most powerful levers for driving online business growth.


The Conversion Rate Optimization process includes quantitative and qualitative data and testing with a scientific approach.

As Peep Laja mentions, “[CRO] tools aren’t as important as knowing what to do with them. Putting a scalpel in someone’s hand doesn’t make them a surgeon.” That said, building a CRO stack won’t make you an expert, but it’s a good place to start when familiarizing yourself with related methodologies.

The tools listed here were curated by Qualaroo and Segment.io during a webinar about how to build the perfect conversion stack. There isn’t an accompanying video for it, but if you have questions you can direct them here.


Quantitative Tools

The What

Google Analytics (@googleanalytics)
An ad click here, a page view there, a video watched on a tablet before bed… but which one clinched the sale? Google Analytics has the latest in full-credit measurement, so you see all the stops people take on the road to action. The result: a measurable way to improve campaigns and reach new audiences as they go through their days.

KISSMetrics (@KISSmetrics)
Google Analytics tells you what’s happening. KISSmetrics tell you who’s doing it.

Mixpanel (@mixpanel)
Mixpanel lets you measure what customers do in your app by reporting actions, not page views.

Woopra (@Woopra)
No more guessing what customers did on your site or app. Know how engaged each customer is, and exactly what actions they performed — all in real-time.

Omniture / Adobe Marketing Cloud (@AdobeMktgCloud)
Analytics, social, media optimization, targeting, web experience management — and now cross-channel campaign management with Adobe Campaign — Adobe Marketing Cloud does it all.

Clicky (@clicky)
Real-time analytics.

Adobe Analytics (@AdobeAnalytics)
Adobe Analytics helps you create a holistic view of your business by turning all customer interactions, including offline data, into actionable insights. The marketing reports and analytics, ad hoc analysis, and data workbench technologies give you access to easy-to-use, interactive dashboards, reports, and visualizations. With the market-leading solution, you’ll better understand the whole customer journey.


Qualitative Tools

The Why

Qualaroo (@QualarooInc)
Analytics tell you what people are doing on your website. Qualaroo tells you why. Qualaroo insights lead to smarter tests and faster improvements in your website’s performance.

Survey.io (@QualarooInc)
Create an initial customer development survey.

Survey Monkey (@SurveyMonkey)
SurveyMonkey is the world’s most popular online survey software. We make it easier than ever to create polls and survey questionnaires for learning about anything from customer satisfaction to employee engagement. Sign up to access our library of sample survey questions and expert-certified templates. Customize your survey questions, distribute your questionnaire on the web, and start collecting responses in real time. Our Analyze tool helps you turn survey data into insights and create professional reports.

Olark (@olark)
Experience the easiest way to boost your sales, help solve issues and understand your customers with Olark live chat.

SessionCam (@SessionCam)
Session replay, heatmaps, and conversion funnels.

Inspectlet (@Inspectlet)
Analyze user behavior instantly with eye-tracking heat maps, screen capture (record and playback actual visitor sessions), and user-interaction analytics.

ClickTale (@ClickTale)
ClickTale takes the guess work out of website optimization, conversion analysis and usability research. Knowing how visitors use your website will enable you better target specific audiences, improve customer satisfaction and increase conversion. Use ClickTale to analyze the performance of your online forms, keep visitors engaged in page content, and lead them through the conversion process.

CrazyEgg (@CrazyEgg)
The original heatmapping technology.

UserTesting (@usertesting)
Get videos of real people speaking their thoughts as they use your website or mobile app.

FiveSecondTest (@fivesecondtest)
Fivesecondtest helps you fine tune your landing pages and calls
to action by analyzing the most prominent elements of your design.

Silverback 2.0 (@silverbackapp)
Guerrilla usability testing software for designers and developers.

Hot Jar (@HotjarApps)
All-in-one analytics and feedback.


Testing Tools

The How & When

Optimizely (@Optimizely)
Increase engagement, interactions, and conversions.

Unbounce (@unbounce)
Marketers: build, publish & A/B test your landing pages without I.T.

Ion (@ioninteractive)
Easily create and test app-like digital experiences that generate leads, enhance brands, and drive revenue.

Visual Website Optimizer (@wingify)
Create and test different versions of your website to continuously discover the best performing versions that increase your online sales.

AppsFlyer (@AppsFlyer)
Mobile apps installation referral and conversion tracking service.

Adobe Target (@AdobeTarget)
Most marketers want to test and target but don’t think they have the time, expertise, or tools. Adobe has simplified it to a click.

Yozio
Yozio makes it easy for organizations with mobile apps to develop a deep understanding of their users and drive acquisition, engagement, revenue and retention.


Workflow Tools

The Learning

workflow_tools

Google Drive (@googledrive)
Drive starts you with 15 GB of free Google storage, so you can keep pictures, stories, designs, drawings, recordings, videos — anything.

Panic (@panic)
We make Macintosh software: Coda, Diet Coda, Transmit, Unison, Prompt, and more.

PowerPoint
Build the story, present with presence and inspire your audience

Excel
Unlock insights and tell the story in your data.

Experiment Engine (@expengine)
Build your testing plan, source variations, run experiments, and gather results–all from one platform.

Python (@ThePSF)
Python is a programming language that lets you work quickly and integrate systems more effectively.

Geckoboard (@geckoboard)
Use data to make better decisions and motivate your team.

Confluence (@atlassian)
Give your team one place to share, find, and collaborate on information they need to get work done.


Company Stage Matters

Company stage matters when conducting CRO. Morgan Brown goes into detail about that here.


Let’s Get SaaSsy – I’m offering a limited number of SaaS consulting engagements.