3 Big CMO-Worthy Benefits of Landing Pages – Thanks to @ioninteractive


(…) landing pages require more resources? More content? More effort? Aren’t they more to manage? Isn’t it more to integrate?

Vía ioninteractive.com

To be honest, yes, they do.

Creating campaign-specific landing pages requires work. But the impact that a successful landing page can have on metrics such as cost to acquire a customer and ROI is tremendous.

These are the statistics executives care about and the reason why the lowly landing page should be elevated to a seat worth time and attention from everyone inside your marketing organization, including your CMO.

+INFO? Full article here 🙂

There are 3 primary benefits to landing pages:

1. Better User Experiences

When it comes to post-click marketing, first impressions are crucial. You have 1/20th of a second to impress your visitor after they click, so it’s up to you to make it count.

2. Easy Experimentation

All digital marketers know the value of testing when it comes to web pages, however sometimes it’s hard to conceive and execute a test of a a big idea on the website.

3. Increased Leads, Sales & Revenue:

We now know that landing pages can have a huge impact on the overall visitor experience, and we know that they make testing a breeze.

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Pan-Session Analysis With Google Analytics


 

Marketing Measurement & Optimization

Multi-Session Analysis With Google Analytics

When it comes to analytics, I am a big fan of pan-session analysis. Pan-session analysis provides insights across multiple visits by the same person. For almost every website it is an incredibly, powerful way to understand your visitors better.

Online-behavior.com

By applying the insights you derive from this analysis, you can further optimize your visitor’s experience and conversion rate.

In the following paragraphs I will describe five different pan-session analysis techniques that deliver great insights.

  • Frequency and recency analysis
  • Time and visits to purchase analysis
  • Pan-session funnel analysis
  • Multichannel analysis
  • Customer analysis

Let’s start with frequency and recency reporting.

1. Frequency And Recency Analysis

Frequency and recency metrics and distributions show you how loyal your audience actually is. Do your visitors only come once and never return? Or do you have a great deal of visitors who come to your website even more than three times a week?

Let’s take a closer look at two reports. First, the ‘count of visits’ report, which shows the frequency of visitors (direct link to report):

Count of Visits report

Almost 80% of the visitors to this website visit the website just once and don’t come again. That doesn’t look very good. Let’s dive into the recency metric, in the ‘days since last visit’ report (go to this reportand click on ‘days since last visit’ tab).

Days Since Last Visit report

The recency graph on itself doesn’t look bad. Almost 90% of the visitors visited the website within the last day. But, we have to subtract the new visitors to get a good overview of the returning visitors percentage and how often they visit the site.

With the combined overview of recency and frequency metrics I would conclude that this website really needs to invest in building a stable base of loyal subscribers / visitors.

Posting new content (a blog?) and offers on a more regular base would definitely help to keep the visitors engaged with this website.

2. Visits And Time to Purchase Analysis

In order to find out more about the product buying decision cycle, the visits and time to purchase reports deliver very useful information. You can find these reports in the E-commerce module of Google Analytics (if you have E-commerce implemented, here is a direct link to report). An example of a “Visits to Purchase” report is shown below:

Visits to Purchase report

In this case roughly 40% of the visitors convert within the first visit and 70% needs one to four visits to come to a buying decision. Wow, 20% of the conversions on this website take place after seven or more visits. What’s happening here?

A lot of websites contain landing pages that are too much focused on making a direct sale. It is extremely important to segment your visitors and apply different tactics to make them convert. The “time to purchase” data shows a similar distribution as we saw earlier:

Time to Purchase report

Now it’s time to segment your data further and find out which visitors convert the highest (visitors from a geographical region, certain campaign traffic, etc.) and which visitors don’t. You can use different strategies for each visitor segment. Leer más “Pan-Session Analysis With Google Analytics”

How to Optimize Contact Forms for Conversions


by NEIL PATEL

Contact forms are something that we all have on our sites, but it is something we don’t give much time and attention to. I know I used to think very little of them until I boosted my conversion rate on NeilPatel.com by 26% just from removing 1 form field.

I know a 26% boost in conversions doesn’t seem too big, but it will impact the site’s revenue well into the 6 figures each year.

For that very reason, I thought it would be fun to create an infographic that not only explains how you can boost your conversions by modifying your form fields, but also shows you the results well known companies achieved through a/b testing their forms.

Click on the image below to see a larger view:

How to Optimize Contact Forms for Conversions

Click here to view an enlarged version of this infographic. Leer más “How to Optimize Contact Forms for Conversions”

Some Obvious A/B Tests You Should Try | by Neil Patel


ab testing experiments

quicksprout.com

If you are looking to squeeze more dollars out of your existing traffic, you need to start running A/B tests. If you have at least 10,000 monthly visitors, you should consider running 1 new A/B every other month, if not once a month.

With my business we typically run 1 A/B test every 2 weeks and although many of the tests fail, we usually find a winner 1 out every 4 tests that boosts our conversion rate by at least 20 percent.

One of the main ways I’ve been able to have great success is by learning from other entrepreneurs. Each week, a group of entrepreneurs, including me, discuss A/B tests that we had success or failures with. We share data with each other, which then helps all of us come up with new A/B tests to try.

Here are 11 obvious A/B tests you should try:

Test #1: Add the word FREE in your ads

Eric Siu from TreeHouse manages thousands of dollars in ad buys each week. One of his main channels of acquisition is remarketing. He tested out a lot of different ad types, but found his cost per acquisition (CPA) to be around $60. He changed the color of the ads, the call to actions and many other elements within the ad, but none of them had a major impact on the CPA.

He then tested adding the word “FREE” within his ads.

ab testing experiments treehouse ad

That one word resulted in his CPA to decrease from $60 to $43 a signup.

Test #2: Create an explainer video

I’ve created a handful of explainer videos, but they were all done wrong. Once I learned what elements needed to be in an explainer video to help boost conversions, I instantly saw an increase in our conversions.

By adding a video that had the same exact message as our homepage copy on CrazyEgg.com, we were able to increase homepage conversions by 64%. The big lesson I learned there was that people don’t always like reading text, but they are open to listening to a short video that explains a product or service.

Test #3: Have your signup button scroll with the visitor

On TreeHouse’s library page they noticed that people were reading their content on and scrolling down, but they weren’t clicking on the signup button. So at first they tested changing the color of the signup button from grey to green.

The change in color had somewhat of an impact, but it didn’t have a large enough impact. So they tested a concept similar to what Facebook does… in which their main navigation bar scrolls with the reader. And because the signup button is in the navigation, it would cause people to notice the button.

ab testing experiments treehouse nav

This simple change increased conversions on this one page by 138%.

Test #4: Removing forms fields

On NeilPatel.com I collect leads from individuals and companies who are interested in increasing their online traffic and more importantly online revenue. My submission form contained 4 fields:

  • Name
  • Email
  • URL
  • Revenue

I didn’t think that having 4 form fields would affect my conversion rate because it doesn’t take too long to fill them all out. I ran a quick test to see if replacing the revenue field with a open field asking “what can help you with” would affect conversions as some people may not want to share their revenue.

That test didn’t have an impact on my conversion rate. I then decided to remove the “revenue” field all together and only have 3 form fields.

ab testing experiments neilpatel forms

That boosted the conversion rate by 26%.

Test #5: Create a two-step checkout process Leer más “Some Obvious A/B Tests You Should Try | by Neil Patel”

7 Lessons Learned From Launching 5 Products | by Neil Patel


product launch

Over the years my co-founder and I have launched 5 products, and we’ve helped hundreds of other companies launch their products. Sadly I can’t say that each launch was successful, but I did learn what not to do over the years.

From each launch we’ve gotten a better understanding of what should be done and I can confidently say that I have a formula for every product launch. Here are 7 things I learned from launching 5 products:

Lesson #1: Collect emails, even before your product launches

One of the first products that I ever launched was Crazy Egg. The launch was very successful, but it wasn’t because I knew what I was doing, instead I got lucky.

Before we even launched Crazy Egg we created a landing page that showed off the product and had an email opt in box for people who wanted to be notified when the product launched.

We didn’t have any traffic coming to the website, so I bought $10,000 worth of banner ads on all the popular CSS galleries. Within months we collected over 20,000 emails from people who were interested in using Crazy Egg.

When we launched roughly 500 of those 20,000 people signed up for our product. We should have had at least a few thousand convert, as our product was a freemium one, but a lot of the emails on our list were stale as we hadn’t emailed them in over 6 months. The big lesson I learned here was that we should have created an email drip sequence in which we kept all of the people on our list up to date with what we were doing versus sending them one email about our launch.

Before you launch your product make sure you create a landing page where you can collect email addresses, as it is never too early to start your customer acquisition efforts. You can easily do this through LaunchRock.

Once you setup your landing page, make sure you follow up with your potential customers on a regular basis. You can keep them up to date with the progress of your product, educate them, and notify them about your launch.

Lesson #2: It’s never too early to get press

Full article: 
7 Lessons Learned From Launching 5 Products

E-books PDF courtesy by ioninteractive.com


Learn how to use landing page software in tandem with your current marketing automation solution for exceptional results.

Integrating LiveBall with your marketing automation solution can help you to generate results unlike anything that you could achieve singly. In this guide, you’ll learn how to leverage the Power of Two to create a wider variety of better experience with less effort, more sophistication, greater insights, and streamlined testing.

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50 Landing Page Best Practices

The Ultimate Guide to Effective Landing Pages

From templates to testing and everything in between, this jam-packed best practices manual contains 50 expert tips and strategies for building the best landing pages.

You’ll gain valuable insights such as how to integrate your landing experience with a post-conversion audience, and how to build audience-specific landing pages. In addition, we’re revealing a trove of testing strategies, including which elements are most important to test on your pages.

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Landing Page Toolkit

This workbook takes you step-by-step from creating landing pages to optimizing them for high-conversion. Learn strategies for testing, segmenting, and messaging success. We even included extra workpages for future use. Read the toolkit and start making high-performance pages today.

 

 

 

 

 

 

 

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About ion
Scalable, Agile Landing Page Optimization & Management

Marketers spend a lot to win clicks. We think every one of those clicks should lead to a great experience. Our cloud-based platform, LiveBall is used by hundreds of global brands to create and optimize post-click web experiences. We also offer a wide-range of strategic services for companies who need help in the planning, executing and optimizing of their post-click programs.

  • Born of Market Demand
  • Built for the Future
  • Designed to Deliver Results
  • Priced & Packaged to Grow with You
  • Immediate Deployment
  • Unlike Anything Else

 

 

 

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Intl +01.561.394.9484
Facsimile +01.561.394.9773
Twitter @ioninteractive
Email info@ioninteractive.com

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Cambridge, MA 02142

Conversion Rate: Average website conversion rates, by industry


 

In our recently released MarketingSherpa 2012 Website Optimization Benchmark Report, we asked about average conversion rates …

Q. Please write in your organization’s average conversion rate.

It’s human nature to see a number and to instantly think of it as a fact, so let me first briefly mention the limits of numbers. Just because you see the numbers above, don’t assume that all of your, for example, media and publishing competitors are getting 10% conversion rates for every offer.

These numbers are simply meant to give you a general idea of how certain industries are fairing as you work on your own conversion rate optimization efforts.

“Where ever you are, you should also try to figure out how you can improve your conversion rate 5-10% monthly,” is how Bryan Eisenberg, Managing Partner, Eisenberg Holdings, put it in “Average Conversion Rate by Industry 2012.”

 

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