“Never run an ad that doesn’t have its own landing page”
That’s one sentence I find myself say very often to founders and marketers who are trying to understand why the conversion rate and ROI of their PPC (pay-per-click) campaigns is low.
Usually, their next question is the following: Which tool should I use to build my landing page?!
That’s where my answer tends be a little longer… Many people don’t understand the difference between WIX, WordPress, Squarespace and real landing page platforms such as LeadPages, Unbounce, Instapage, and so on. So naturally, I feel it’s important to educate people on why they should use a dedicated landing page platform to build theirs, as well as which one to use according to their needs.
Here’s one of the most common misconception of conversion rate optimization: A/B testing will solve all your problems. I’m sure you’ve either read or heard that before – often given as advice when someone complains their conversion rate is low: “Just try A/B testing the color of your buttons” or “I heard orange buttons convert better, test that!”
I mean, I’m sure you’ve either read or heard that before – often given as advice when someone complains their conversion rate is low: “Just try A/B testing the color of your buttons” or “I heard orange buttons convert better, test that!”
I see it every day, and it makes me cringe. So before doing any further testing, read this, it’s for your own good.
Including 41 detailed tips, advice from top conversion experts, plenty of case studies and a downloadable PDF. This article will skyrocket your A/B testing skills.
This is not a post about what you should test. This is about how to execute the perfect test.
A/B testing is the most widely used method for improving conversion rates. Tools like VWO, Adobe Test & Target, and Optimizely makes the practice easier than ever but is it really as simple as it looks?
Free PDF: Click Here to get access to a free downloadable PDF version of this list. Contains all 40+ techniques and resources found here.
We’ve all done this: Launched a new website for our company, installed Google Analytics to track all sorts of data, and proceeded to occasionally keep an eye on our traffic and looking at the sources.
And that’s a problem. Most startup companies won’t use Google Analytics as a key tool to make business decisions, nor will they ever go deeper than looking at the basic reports. They will focus on the metrics that will make them feel good, such as the increase in visitors and pageviews. These are called vanity metrics, and they’re totally worthless at helping make decisions.
This post was originally published on the KissMetrics Marketing Blog back in 2012 when I was running my first tech startup. It gained massive attention and even to this day I keep hearing positive things about it. Today, years later, I decided to re-post it here as it’s one the most popular post I’ve ever written. Enjoy!
We often try to find new ways to increase the conversion rate of our product or landing pages; however, one thing that we might forget is the checkout process. Many think that once the visitor clicks “add to cart,” they will complete the checkout process.
In reality, the checkout process is as important as the landing page itself. If something goes wrong or if the customer finds the process too complicated, chances are he or she will leave. Continue Reading