The Portable Conversion Analyst

In the column, “Calling You to Action,” I covered the basics of optimizing the calls to action on your site. The column prompted this comment from “Florida Design” that appears on our blog:
I keep telling people this. I don’t think that optimizing a site for conversion is a “Call to Action” science. It’s a usability…

The Sciences and Disciplines of Web Site Optimization

In the column, “Calling You to Action,” I covered the basics of optimizing the calls to action on your site. The column prompted this comment from “Florida Design” that appears on our blog:
I keep telling people this. I don’t think that optimizing a site for conversion is a “Call to Action” science. It’s a usability…

The Value of a Unique Value Proposition

The idea of a unique selling proposition isn’t new or unique. According to Wikipedia, the term was coined in the 1940s. More than seven years ago I wrote about it. Here’s a bit:
What simple statement about your business or brand — just a quick, clear sentence or two at most — tells your prospects that…

Attaching a Dollar Value to Marketing Efficiencies

In the column, “Online Marketers Can Weather the Financial Crisis,” I offered action items for dealing with the economic downturn.
My goal is never to be a doomsayer, but rather to be prepared for the reality of the market — good or bad. And that includes recommending common sense actions to shore you up and provide…

How to Use Customer Reviews to Increase Conversion

If you recently purchased something online, did a review influence your purchase decision? For most of us, the answer is yes.
Have you shopped online and a lack of reviews for a particular product actually gave you pause or stopped you from buying? We all like to know the opinions of our peers, in this case…

The Complexity of Closing a Sale

B2C, B2B, impulse purchases, straightforward purchases, considered purchases, nonprofit, lead generation…
Your ability to persuade depends more on your audience’s key qualitative factors than on your business category and, many times, audience demographics. If you understand all the elements that make up your unique persuasive process — a marriage of how you sell and how your…

Building Better Category Pages

In nearly every Web analytics package, there’s a section for abandon rates, or where people exited your website. Online retailers often believe people abandon their sites on a product level. Yet abandonment typically happens at the category-page level. Why?
For each type of perspective, profile, or persona on your Website, the category page’s job is to…

Conversion Rate Optimization, Upside Down

Way too many conversion rate optimization projects are coming up empty. Companies feel they work too hard for too little return.
Most conversion rate optimizations efforts are focused on pages and elements (we’ve identified over 1,000 variables) but don’t focus on the entire persuasion scenario. That’s how they cheat themselves. Most organizations face structural issues that…

Optimizing B2B-Demand Generation

Are you a business-to-business (B2B) marketer fishing for leads? Chances are, you bait many of your online hooks with some sort of digital download.
This very page may have a hook with a nice PDF document dangling from it, waiting for some business fish to eyeball the banner, click, fill out the form, and finally hit…

We Tried That Already

We often spot a conversion leak on clients’ sites and suggest that clients test a new page element or two. Time after time, we get the same confident reply, “We tried that already, it didn’t work.”
I’m a big fan of those who try. Every consultant wants to work with clients who aren’t afraid to actually…