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Posts Tagged ‘landing page optimization’

The Most Shared MarketingExperiments Content from 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…

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

December 22nd, 2016

Downloading software is a difficult decision. As consumers, we’ve been burned by so many software downloads that have spyware, adware and malware hidden inside them.

Making that decision to download more attractive is exactly what Flint McGlaughlin walks through in this video.

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

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

Ecommerce Optimization in 8 Minutes: How to increase the performance of your category pages with a clear value proposition

Homepage Optimization: 5 Marketing blind spots that inhibit conversion (and how you can correct them)

The Importance of Building Trust: What 2,400 consumers say about trust in the conversion process

December 12th, 2016

Websites are more than digital images and copy. Websites are relationships with people. And if we seek to influence behavior, we need to understand and respect that relationship.

All sales begin with customer understanding

As with any relationship, it begins with an understanding of who the other party in the relationship is, what they want, and what they get out of the relationship. In this case, that is the customer.

So before one pixel is even coded on a website, the goal should be to understand what the customer needs and wants, and then the question becomes — how can this website provide that? Without that understanding, the website has no reason for being.

“Organizations that understand how their customers think and feel have a much better chance at meeting their customers’ needs,” Katie Sherwin, User Experience Specialist, Nielsen Norman Group, said.

Read more…

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

December 6th, 2016

Best practices on the internet are often just pooled ignorance. Rotating sliders (or banners) are considered one of these so-called “best practices” by many. It’s one thing if you’re using them for page views, but quite another when using them for a conversion-focused landing page.

In this video, Flint McGlaughlin, CEO, MarketingExperiments, discusses how Robert from TransUnion can optimize the first four to six inches of the company’s landing page, including how to use the space currently devoted to a rotating slider.


 

You might also like:
Ecommerce Optimization in 8 Minutes: How to increase the performance of your category pages with a clear value proposition
Homepage Optimization: 5 Marketing blind spots that inhibit conversion (and how you can correct them)
Homepage Optimization: Tips to ensure site banners maximize clickthrough and conversion

 

Make Your Content Useful: How a simple UI change created 74% more page views

September 27th, 2016

When your digital media business depends largely on page views, anything you can do to increase those views also increases the chance of long-term success. For Car & Driver, one set of pages in particular drives a significant amount of revenue – the vehicle research section.

It was true in 2008, when they ran this A/B test, and it’s still true today. In fact, the discoveries from the A/B test here have been carried over through the years into today’s designs.

Here’s some background:

Car & Driver Test Background

The control widget was a simple block of creative on the homepage that linked to the various pages within the vehicle research section.

Car & Driver Test Control

The treatment widget took a different approach. In order to increase engagement with the widget, and eventually page views to the section, the treatment added an element of interactivity via a simple drop-down functionality. In short, they made the content useful to the customer.

Car & Driver Experiment Treatment

The result was a 74% increase in page views in the vehicle research section of the site.

Car & Driver Experiment Results

But what is truly interesting about this test, and illustrates the true value of testing, was that Car & Driver learned something important about their customer. Something so important, in fact, that today, eight years later, this approach is used to create an even more effective page design.

Car & Driver Current Page Design

By simply making a set of links, more useful to the customer, Car & Driver was able to not only increase engagement for the vehicle research section, but they learned a system to give themselves a long-term edge.

Below is the full, downloadable slide presentation for this test.

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Millennials something Snapchat something something

5 Call-to-action examples that increased conversion rate (just by being helpful)

Call-to-Action Button Copy: How to reduce clickthrough rate by 26%

Build a Better Home Page Strategy: How multiple objectives on a homepage increased clickthrough to a single page by 52%

The Best Conversion Rate optimizers do NOT make changes to webpages…

August 23rd, 2016

Editor’s Note: For anyone new to this blog, Adam Lapp has been MarketingExperiments’ head of optimization for around three years. He’s been optimizing web paths for much longer, though – somewhere in the ballpark of 10 years. I’ve personally worked with Adam for five years now, and he has, hands down, the most brilliant optimization mind I’ve ever seen.

So naturally, I was thrilled when he sent me a draft of this post for the blog. It’s been a while since Adam took some time out of his busy schedule to write for our blog, but his posts are full of real-world optimization wisdom that many of our readers have found invaluable in the past.

The casual tone of this post may be a little different from what you might be used to on this blog. That’s because I’ve left Adam’s personal writing style, for the most part, intact. This post is written by a true expert and I wanted it to be as directly from the source as possible.

I hope you enjoy. Here’s Adam…

Best,

Paul Cheney

Managing Editor

 

Best Conversion Rate optimizers_Adam

 

I remember I once I designed and ran four tests in a row — two product page tests and two homepage tests — for a Fortune 500 industrial supply company, and lost every time. The designs were solid – better navigation, easier to find buttons, improved copy and value proposition – but they all lost.

When I look back at it, these four tests lost because I was trying to optimize webpages.

So, what the heck am I talking about?

Well fortunately and unfortunately, the probability of a prospect converting begins increasing or decreasing long before they get your website.

Read more…