Lindsay Kolowich says, “As businesses adopt inbound marketing and generate more and more leads, the need for an effective lead nurturing strategy becomes clear very quickly. After all, 50% of leads aren’t ready to buy at the time of first conversion, so lead nurturing — especially through email — is the smartest way for marketers like us to reach them. Why is email is the most powerful channel for lead nurturing? Because it’s a one-on-one interaction, and it can be highly personalized based on where a lead is in the buyer’s journey. In terms of engagement, research... [...]

Kevin Donnelly says, “Your store needs to be designed with your customers in mind. While boosting your traffic can generate more sales, it’s just as important to focus on turning your current traffic into paying customers. At every step of your customers’ purchasing journeys, there are new opportunities for you to make their paths shorter, easier, and more enjoyable. Through rigorous experimentation and analysis, you can fine-tune your website to push people closer to making a purchase. This process is called Conversion Rate Optimization or CRO. Conversion Rate Optimization is a technique... [...]

Steve Borges says, “Dramatic shifts in ecommerce over the last three years have created many challenges for retailers – with perhaps the most alarming a relentless downward pressure on conversion rates. It is not news to point out that the response has been a rush to ‘content’, the received wisdom being that strong content directly contributes to improved conversion – but should we take this much-vaunted link at face value? Those who know me will be well aware of my belief in testing and analysis as the basis for targeted investment in improved retail performance – and the content... [...]

Abdullahi Muhammed says, “The primary goal of every business is revenue. It’s, therefore, reasonable to say that the goal of every website is more conversions leads, sales, or whatever action you want your visitors to take. To get more action from your visitors, you need to make frequent changes aimed at increasing the effectiveness of your website and all its elements. It’s, however, normal to be wary of making changes so you don’t switch the wrong button and hurt your website more instead. Good news is, there are proven ways to play safe and still grow. Conversion optimization has... [...]

Aaron Agius says, “Conversion Rate Optimization (CRO) has become more accessible to marketers today thanks to helpful software and tools. One of the most common questions I hear about starting CRO is, “What should I test first?” Here’s some great advice on the topic from CRO experts around the web. 1. Peep Laja (Chief Conversion Architect at Markitekt) Quoted in Rejoiner: “Start optimizing closer to the money. Your actual gains in terms of revenue are going to be way bigger. Get your checkout flow to rock first, then cart page, then the product pages so you slowly move further from... [...]

Ehsan Jahandarpour says, “The truth about conversion rate optimization is that it has nothing to do with how much traffic you have on your website or how good your social signal is. Many entrepreneurs have great presence on social media but still struggle to get more customers to buy from them. In fact, despite running expensive marketing campaigns and constantly improving their search engine optimization factors, many business owners are generally not happy with the conversion rate and return of investment. The first thing that every marketer and entrepreneur should do is to set a crystal... [...]

Chad Reid says, “Left unsupervised, your online forms can cause a lot of trouble for your conversions. However, make optimize your forms for performance, and they’ll become your website’s greatest money-making asset. Most people don’t give their Web forms much credit or blame for their overall conversion rates, and that’s a problem. The good news? Making a killer Web form just takes some know-how. Worrying about online conversion rates might sound like a 21st-century phenomenon, but the tenets behind it have been around for decades. In 1981, William McGuire introduced... [...]

Katherine Boyarsky says, “Believe it or not, driving traffic to your website — albeit challenging — isn’t enough to sustain your business. In an effort to truly leverage that investment in traffic, marketers must use conversion rate optimization, or CRO, to convince said traffic to complete a desired action. In some cases, these optimization techniques might be as basic as changing the color of a CTA. In other cases, there’s a lot more that can be improved. The list below outlines a ton of helpful tools for marketers who are looking to optimize their conversion... [...]

Rich Page says, “I’ve been in the CRO industry for many years now, and each year I ask the same questions. Is 2016 finally going to be the year of conversion rate optimisation? What will be the latest new trends shaping the success of CRO? What new tools or services will appear? Will CRO start to approach the popularity of web analytics or SEO? While it still may not be this year that CRO finally hits mainstream, the signs are looking more positive – indeed, the findings of the 2015 CRO Report by Econsultancy and RedEye suggest a rising maturity of CRO. But what will be the major CRO... [...]

Andrea Johnson says, “According to the CMO Council, digital ads will lead the way for global media growth in the next two years, accounting for 33% of total advertising revenue and growing from $133 billion to $194.5 billion. This month’s MarketingExperiments Web clinic examined how to make the most of this increasing digital investment by focusing on the “Only-Factor” — the point of your value proposition where your product’s exclusivity and appeal meet. Check it out here. The two experiments below illustrate the power of the “Only-Factor.” In the first experiment, a credit... [...]