Posts Tagged ‘landing page optimization’

Landing Page Optimization: Customer service can be a treasure trove of ideas for LPO

March 14th, 2017

If you’re engaged in landing page optimization, step back from the analytics for a moment and ask yourself a bigger question — why do we have a landing page in the first place?

Sure, you’re selling stuff. Getting leads. Achieving a conversion. Blah blah blah. Yes, that is all true.

But, all of those objectives have a fundamental similarity.

The objective of a landing page is to help a customer make a decision

And yes, that objective usually skews towards the get them to buy/donate to/download something. But by taking a customer-first marketing approach to your landing page, you can see them with a new perspective — not merely what you’re trying to get other people to do, but how can you help them through this decision.

One excellent place you can get this information is from customer service. What do customers have questions about? What concerns them? What confuses them? Should your landing page be able to answer these questions? If so, why is there a gap?

Hearing from customers in their own words

If you work for a very small company or you’re a solopreneur, you may be close enough to the customer to naturally get this information.

But if you work for a company of any size, you likely aren’t seeing this information every day. Can you work with customer service call centers and email and chat support to log both recurring topics that customers ask about as well as examples of these customer concerns, questions and frustrations in their own words? And can you get regular access to them?

The bigger the company, the more complex this is. But I don’t want you to feel it’s impossible. So, here’s an example from perhaps the largest, most complex customer service feedback to any organization in the world.

During his presidency, former President Obama received about 10,000 letters and messages every day. And he personally read ten of them each day. The complex and well-thought-out system to go from 10,000 to ten and make sure the most powerful person in the free world heard directly from his customers in their own voice is the subject of this fascinating article from The New York Times Magazine about the Office of Presidential Correspondence.

Read more…

Conversion Optimization: How to reduce friction and anxiety in a checkout process you don’t control

March 3rd, 2017

Engaging in conversion optimization requires making a modification of some sort to improve conversion. But, what if there are steps in your customers’ buying journey that you can’t control?

For example, we often hear from marketers that they don’t really have the time or resources to change their shopping cart in significant ways to improve conversion. Or, if you’re in affiliate marketing, channel marketing, or simply have a go-to-market partner, you might control the beginning of the funnel but have no control over the final conversion. Perhaps you sell a product through third-party stores and distributors and have no control over that process.

I was recently in this boat myself. Not only am I a student in the University of Florida/MECLABS Institute Communicating Value and Web Conversion graduate certificate program, but I’ve been working on marketing it before the April 1st application deadline as well.

The Optimization Process

The first thing I did with the team was map out the customer journey — starting with not knowing anything about the program all the way to enrolling as a student in the program.

Now, here was the great irony. Session 2 of the MMC5436 Messaging Methodologies and the Practice of Conversion Optimization course in the program walks through the optimization process and the first, second and third steps you should take. The very first step is reducing friction and anxiety.

Reduce friction and anxiety

However, when we looked at the step in the customer buying journey with the most friction and anxiety, there was nothing we could do to reduce those elements because that step was the University of Florida application.

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The MECLABS Conversion Heuristic Applied: How a single-product ecommerce site can optimize its sales with a tested methodology

February 23rd, 2017

After testing more than 10,000 sales paths over the past 20 years, MarketingExperiments and our parent company, MECLABS, have developed a thinking tool anyone can use for optimization.

We call it the Conversion Sequence Heuristic.

While it looks complicated, it’s simply a way of looking at a sales path and going through elements of the customer’s experience of a particular page or process.

In this Quick Win Clinic, Flint McGlaughlin, our CEO and managing director, walks through Axess Wallets’ home page and applies the Conversion Heuristic to show how easy it is to think about conversion in a sales path using the tool.

You might also like:

Download the free 30 Minute Marketer: Value Proposition

Participate in a MECLABS Institute research project and drive conversion increases

Best Practices Are Often Just Pooled Ignorance: How to avoid this mistake by mapping your customer’s thought sequence

Best Practices Are Often Just Pooled Ignorance: How to avoid this mistake by mapping your customer’s thought sequence

February 13th, 2017

How do we know that our sites are performing at their maximum ability for our given objectives?

• Is it because we used A/B testing to get a set of iterative performance bumps?
• Is it because we used a focus group to tell us how we can improve?
• Is it because we used a supposedly high performance template we saw someone else using?

None of these are truly great indicators of maximum performance, but that last one is particularly problematic.

As MECLABS Institute’s (MarketingExperiments parent company) Managing Director, Flint McGlaughlin has said in the past, and continues to reiterate, that “best practices on the internet are often just pooled ignorance.”

So how can we truly overcome that nagging feeling that our pages are underperforming? The answer is by taking the time to map your customer’s thought sequence and build a digital experience around that map.

Only then can we be sure that we’ve made every effort to ensure a page is performing at its maximum potential.

In this week’s Quick Win Clinic, Flint talks about seeing through the best practices and into the customer’s thought sequence on a page submitted by Paul from Rosetta Stone.

Industrial Digital Marketing: How being clear can maximize catalog orders and distributor sales

February 9th, 2017

Digital marketing for industrial products has a specific set of unique challenges. For one, most industrial businesses are way behind the curve in both technology and marketing strategy. And for another, industrial product manufacturers are generally selling on two fronts:

• Direct B2B sales
• Indirect B2C sales through distribution partners

Then there’s the partnerships to be maintained and expanded.

Luckily, the same principles of messaging apply, whether you’re trying to get business representatives to call you with product numbers, or customers to walk into your distributor’s stores.

In this Quick Win Clinic, Flint McGlaughlin talks about how clarity and credibility in digital messaging on industrial company AIRSEPT’s homepage could improve its metrics.


If you would like to learn more about clarity and credibility, you can talk to one of our graduate-level course concierges.

You might also like:

Communicating Value and Web Conversion – Scroll to the bottom of the page to watch a full session from our graduate-level certificate program affiliated with the University of Florida

Optimizing Software Landing Pages: How to minimize anxiety and maximize conversion in a free download

Do Rotating Sliders Work? Optimizing the first 4 to 6 inches of your landing page


The Most Shared MarketingExperiments Content of 2016

January 5th, 2017

Yes, yes. 2016 was a bad year. We get it.

But it wasn’t all bad. We published some fairly exciting stuff here on MarketingExperiments. It was so exciting that a good portion of our audience found the time to share it with their followers. Just these five pieces from 2016 were shared 1,435 times.

Read on to view what our audience felt were the top five most shareworthy pieces in 2016.

#1: How Does Page Load Time Affect Conversion Rate? New Research Shows Significant Correlation

Most marketers understand that a slow page produces low conversion rates. But how significant is the correlation? How fast do customers expect sites to load? Are customer expectations for page load time changing?

Read more…