Archive for the ‘Order Process’ Category

B2C Testing: A discount airline looks to increase conversion

April 27th, 2011

Bmibaby is a low-cost airline that flies from four UK bases to 34 European destinations, and around 95% of its sales come through its website. Because bmibaby is selling a discount product — airline seats in this case — getting the most value from each customer really impacts the bottom line.

Ian Stewart, Head of Commercial at bmibaby, says, “Anything for me that increases our conversion, that increases the number of people that book flights with us is great.”

One way bmibaby looks to increase its conversion is through regular testing on its website. Read more…

Internet Marketing: Optimizing form fields to maximize conversions

January 21st, 2011

Some people might think that optimizing a payment form page is a waste of time. But, I would have to disagree. In fact, I would argue it’s one of the most important places to test. And when it comes to a form, the same elements of optimizing a landing page apply. If your analytics are telling you that you’re losing traffic in the form fields, that’s like if a person was standing in line at the grocery store, ready to check out, and then suddenly they drop their groceries and run to the car. You’re losing out on what otherwise could have been a sale.

C = 4m + 3v + 2(i-f) – 2a ©
C = Probability of conversion
m = Motivation of user (when)
v = Clarity of the value proposition (why)
i = Incentive to take action
f = Friction elements of process
a = Anxiety about entering information

In the case of our next example, UNICEF, you would be losing out on a donation that could help children worldwide. We’re going to be taking a look at UNICEF’s monthly pledge payment page. As always, we’re going to structure our thought process around the MarketingExperiment’s Conversion Heuristic, our thought model for conversions, and highlight how we can use some of those elements to achieve our objective – more monthly pledges for UNICEF.

Don’t assume these suggestions only apply to non-profits or NGO’s; many of the elements are exactly the same regardless of industry or business. Read more…

This Just Tested: PPC vs. banner ads?

December 8th, 2010

Quality traffic is essential for any marketing campaign. Shoot, it’s essential for any successful business. You could have a highly valuable product (let’s say a real cure for male baldness), at the best price (let’s say for just a shipping address with no strings attached), and the most optimized website presentation on the interwebs (let’s say it has undergone a year of MECLABS testing), but despite these advantages, if there are no address-owning bald men who can find your website, well then your business will look a lot like me trying to drive a stick-shift.

Ok, crazy example, but the point is this: Quality traffic is essential.

The question for marketers is – where can we find the most quality traffic on the Web? Should we work with Pay-Per-Click (PPC)? Is it smart to invest in social media? Will external website banner ads be worth the costs? There are many options out there, but today, I want to bring your attention to an experiment that compared the traffic quality between two of the most common online channels: PPC vs. Banner Ads.

Now, explaining this test will be a little more tedious than usual because it deals with multiple experiments of a unique multi-step conversion funnel. But, rest assured, if you can just get a bird’s eye view of the optimization strategy, that viewpoint will be sufficient for what I am talking about in this post. Read more…

Shopping Cart Abandonment: How not being annoying can get you 67% more cart completions

February 15th, 2010

This weekend I was paying for the 10 gallons I had just put into my old 1997 Honda Civic, when I decided that I’d purchase a nice cold soda for the road. I pointed out the pump where my fueled-up car was located and then slid the cold beverage to the convenience store clerk. He informed me that my total came to $25.89 and then he stopped.

Looking me dead in the eyes, he asked me what my name was. “Austin,” I replied a little hesitantly. “Austin, are you sure you want to spend $25.89 for 10 gallons of gas and a cold soda?” he asked. I nodded and attempted to hand him my Visa credit card.

He denied my overture and informed me that he could only help me if I were a member of his store. So not wanting to cause a scene with the five people who were now behind me, I conceded. Read more…

Clarity trumps persuasion — and lifts conversions

June 30th, 2008

Our most recent free webinar included case studies and live optimization focused on subscription-path pages. But the underlying principle we covered is just as important to ecommerce, demand and lead generation, email — across all marketing communications, really.

The principle: Clarity trumps persuasion.

Sounds simple, right? Maybe even too elementary? Perhaps you’re thinking, “My CEO and six-figure marketing budget don’t need catchy maxims. Give me something I can use.”

Don’t be fooled. There’s a powerful idea hiding in those three little words. But it’s easy to miss because we’ve been trained to persuade. To sell the sizzle, not the steak.

6-25-08-clinic-screenshot.pngWe try to entice prospects into our sales funnels with peppy copy, splashy offers and incentives that don’t cost too much. Meanwhile, behind the curtain of our clever creative, we’re not concerned about connecting with people. We’re chasing sales numbers and revenue goals. So we ignore the fact that our prospects hate being pitched and sold to — just like us, when we’re in their shoes.

Problem is, that leads to web pages that make prospects wary and distrustful. Sites that make users jump through hoops. Transaction pages loaded with elements that create friction and anxiety in users’ minds.

Want to slash through all that on your site, and improve conversions? There are many ways to do that, but the foundation starts with building simple, straightforward pages and processes that match your visitors’ intentions. In other words, clarity trumps persuasion.

Click here to learn how to apply this principle and see how three sites used it to lift their conversion rates by 200%, 76% and 38%.

Lead-gen clinic wrap-up notes

June 12th, 2008

For those who attended our free webinar on lead generation yesterday, we’d like to thank you for your time and trust. Despite some initial tech glitches, the session got rolling quickly and we covered a lot of ground, including:

  • three lead-gen case studies, with some surprising results
  • the impact of friction and incentive on the leads process
  • a guest appearance by our good friend and partner, lead-generation expert Brian Carroll, and
  • a live site review and optimization session.

Regular blog readers already know that we’ll be posting a link to the clinic content here in a few days. In the meantime, here are some of the takeaway points:

  • Never use an incentive that requires you to sell it before the main offer is clear. Even good incentives can fail due to presentation errors.
  • Friction is typically a negative factor, but not in every case. There are ways to use it to your advantage.
  • Friction occurs at the page level as well as throughout the lead-gen process. Look for ways to reduce it in both areas.

We also looked at three key questions you need to ask (and answer) when optimizing your lead-gen strategy:

  1. Have you looked at your site pages the way a customer does vs. the way your company does?
  2. How does your process demonstrate to your ideal customer that you understand him/her?
  3. Have you analyzed your competition’s lead-gen process from start to finish and compared it against your own?

On their own, these quick bulleted lists are great for scanning, but they don’t really do justice to the session. We hope you’ll check back next week, when we’ll post a link to the full presentation along with answers to some of the questions raised at the clinic. (Note: You can also be notified by email via the MarketingExperiments Journal.)