The post Increasing Your PPC Quality Score is Like Catching Fruit Flies appeared first on VisitorCentric.

The copy you use in your sign-up form has direct impact on your sign-up rate. If you’re not actively working on getting the most out of your form copy, you’re leaving leads and money on the table. In this post, I’ll give you practical tips on how to optimize your form copy for maximum conversion. [...]

The post How to Write High-Converting Sign-Up Form Copy (With Case Studies & Examples) appeared first on ContentVerve.com.

The post How to Write High-Converting Sign-Up Form Copy (With Case Studies & Examples) appeared first on VisitorCentric.

The post Danny Gonzalez Presents at Revenue North appeared first on VisitorCentric.

The post UIEtips: Designing Microinteractions appeared first on VisitorCentric.

Identify and prioritize opportunities

Evaluate each opportunity for improving visitor acquisition, engagement, conversion, campaign performance, and the optimization of the customer experience across websites, pages, completion forms, etc. to identify and prioritize the opportunities that maximize impact while minimizing effort.

Focus first on opportunities with the most potential benefits compared with the effort involved and that are most aligned with your business strategy.

This will create quick wins in terms of evangelizing ROI within your organization, as well as providing valuable insights into the next best steps to take for continued success and exponential growth in your program.

Your business and marketing colleagues should work with the optimization experts and analysts to identify underperforming elements, and the business person must play an active role in planning and completing the improvement project.

Test design and deployment 

Begin with brainstorming hypotheses that may compel your key segments or visitor populations to convert at a higher rate at key touch points based upon analytics and other data.

Look at the numbers to help decide what could potentially improve the underperforming element. Is it words, images, placement, navigation, rules, or altering a combination of these elements together?

Utilize your creative talent, user experience designers, IT, and quality assurance team in discussing potential changes. Based on the hypotheses, optimization specialists should create multiple variations of the element to show to customers via A/B tests (or multivariate tests, if multiple variations of multiple elements should be tested simultaneously).

Randomly assign page visitors to see a particular version and then compare their behavior: Did version A or B produce higher conversion? A critical stage often overlooked is filtering your test population results by your key segments, to identify their distinct preferences in comparison to the total population.

They might prefer something different, and not identifying their preferences could lead to potentially delivering the wrong version of content to a particular sub-group of your population.

Segments can be identified in your optimization tool or within analytics through several effective methods. If the results are inconclusive, or the performance is not significantly improved, your team should design a new set of versions to test.

Testing may also reveal that the area under examination does not have a significant impact on visitor behavior, and therefore your team resources are better spent elsewhere.

Manage tests, and analyze and communicate test results

Who is your optimization specialist? Typically it’s the testing project manager who tracks the status of dozens or hundreds of test opportunities, which are published to the whole company or organization.

While business staff may check the real-time status of the tests that interest them, the optimization specialist should prepare and publish a weekly summary of current tests and results. This will allow the team to discuss the outcome of tests in terms of the impact on business goals.

Which version increased customer engagement, or revenue, or enrollment? What are the key takeaways from the test? Whatever the outcome of an individual test, take the time to summarize and communicate the lessons of the test.

There is as much to be learned from test losers as test winners. Requesting test ideas or input from other department members can be an effective way to evangelize your efforts and increase visibility in terms of your impact your efforts are making.

Communicate program results

An optimization program will fail unless it can demonstrate business performance improvement to prove its budget and power, even with a strong executive sponsor. It is critical to produce credible results from your optimization efforts and share them with the organization.

Optimization means change, and as we all know, change is often resisted. Defend your programs by calculating and communicating the value and return on investment based upon the data within your results.

The most successful companies have built models to estimate the impact of the program on their business. Since such models vary widely among organizations, work with your executive sponsor and the finance team to create a model that fits your organization’s needs.

An important step, in terms of the ROI your project and evangelize, is also to account for the natural standard deviation, or the possibility of variance, within your results based on trends and other changing factors. Finally, don’t forget to share big wins across the company, so learnings can be generalized and broadly applied.

Does your company have what it takes to implement a successful optimization program?

Yes, of course it does. If you’re just starting to plan, this will give you a framework for how to approach your project.

For those who’ve already deployed an optimization program but want to improve results, utilize these tips from those companies that have realized success and take your program to the next level.

The post Four keys to conversion optimization success appeared first on VisitorCentric.

The post How to Tap into Instagram’s Massive Audience to Increase E-commerce Sales appeared first on VisitorCentric.

As UX continues to broaden in scope and appeal, I’d like to look at certain aspects of current UX design practice to identify some emerging themes indicating that a fundamental shift in the UX landscape may be occurring.

By considering its diversity, its varying roles, and its growing relevance, my intent is to provoke conversation and reflection on current practice and speculate on some future disciplinary goals beyond the screen.

In this article, I’ll put forth a few dimensions of an expanded view of UX practice that ties directly to current themes in design education and explicit shifts in industry as UX continues to gain clarity and mainstream status.

Continental Drift

For decades, human-centered design has been the hallmark for industrial design. More recently, it has been widely adopted as generalized terminology across the various sub-disciplines of...read more
By Mark Baskinger

The post Tectonics of UX: Drifts, shifts, and changes in the user experience landscape appeared first on VisitorCentric.

Every customer journey is different — a customer may see your display or video ads, receive an email, and then click through to your site from a search ad or organic search listing. Often, viewing display ads can attract your clients’ interest in your product and brand even if no click occurs. Traditionally, measurement technology separated out impressions or “view throughs” from clicks, but this separation missed out on valuable data on the impact of display advertising.

Thanks to our integration with the Google Display Network (GDN), Google Analytics can now break down the separation between clicks and impressions and give a more complete view of the customer journey. When a user views display ads on the GDN, or video ads on YouTube, and later visits your website and converts, these interactions with your brand can now be captured in Google Analytics Multi-Channel Funnels reporting.

GDN Impression Reporting is now available through limited whitelist. You can sign-up through this form to participate. Please note that we cannot guarantee access, but we will do our best to provide this feature to as many users as possible. Please also note that this data will only surface in the Multi-channel Funnels reports in Google Analytics. For more information on how to enable the feature in GA please see our help center article.

Read on below for more tips on how to make the most of this new feature.

How does Display fit on the conversion path?
By enabling GDN Impression Reporting in Google Analytics, you can learn how your display impressions assist your conversions.


In the Multi-Channel Funnels Overview Report you will see two additional conversion metrics. Impression Assisted Conversions shows how many of your conversion paths were touched by a display impression. Rich Media Assisted Conversions shows how many of your conversions had a rich media interaction on the path to conversion. Rich media interactions are user interaction with YouTube or rich media ad formats, such as ad expansion, video control (such as play, pause, and resume), or switching a video ad to full screen.

With the new Interaction Type selector you can now immediately filter your reports based how your users interacted with your marketing.

• Select Impression to see conversion paths from customers who saw your GDN display ads but did not click on them.
• Add Direct to the mix, to see who saw an ad and then visited your site directly to convert on a relevant transaction or Goal.
• If you want to focus on Rich Media interactions, you can select this interaction type to see how your users convert after interacting with your rich media and YouTube ads.

How do I quantify the impact of display on the conversion path?
In the Multi-Channel Funnels Top Conversion Path report you can see two new path elements, which indicate the presence of a display interaction. The “eye” symbol indicates a pure display impression from a non-interactive display image. This means a user has been exposed to your display ad on the journey to conversion, without clicking on it. The “movie” symbol indicates a user has interacted with one of your Rich Media ads, such as a YouTube video ad.

Now you can see how many conversion paths, and how much associated value, has been driven through paths which benefited from a display impression or rich media interactions. To better quantify your brand targeted display efforts, consider breaking out these campaigns using custom channel grouping.



Assigning partial credit to valuable display interaction touchpoints
You can use the custom model builder from the Attribution Modeling tool to assign partial credit to these display events. Consider giving these events on the user’s conversion path more credit, and compare this against your baseline model.

We also added a new set of dimensions to help you define valuable custom segments for your analysis. Want to see how many users are watching your TrueView video ads fully? Just create a custom segment using one of our new dimensions, TrueView. The full list of new dimensions is:

• Above the Fold: This dimension uses the Google Active View measurement solution. The value is “Yes” if the ad was in the visible area of the screen when the page was loaded.
• Video Played Percent: The value can be “>=25%”, “>=50%”, “>=75%”, and “100%”, allowing you to see how much of a video ad was watched.
• TrueView: If a user has watched more than 30 seconds of an ad, or watched the ad completely, this will have a value of “Yes.” This is a payable event.

Enabling GDN Impression Reporting in Google Analytics
Once we have whitelisted your account, please ensure you have successfully linked your AdWords account to your Google Analytics account. Linking accounts takes just a few moments. Under ‘Data Sources’ > ‘AdWords’ you can then see an entry for each linked AdWords account. In the row there is a toggle switch named ‘GDN Impression Reports’, which turns the display impression data from the Google Display Network On and Off. Data is recorded from the time the switch is turned On.


We hope these new tools will help you understand the full impact of your display campaigns through Multi-Channel Funnels and Attribution. Sign up today for GDN Impression Reporting in Google Analytics.

Posted by Stefan F. Schnabl, Product Manager, Google Analytics

The post See the full Impact of Unclicked Display and Video Ad Impressions using Google Analytics appeared first on VisitorCentric.

The post 8 Marketing and UX Conversion Secrets appeared first on VisitorCentric.

Amazon is well known for its personalized recommendations, both on the site and delivered by email, but they don’t always get it right.

Take a look at this browse abandon email I received from Amazon on my PC and on my phone:

There are some things about this email which are best-in-class:

• Amazon personalized the email by prominently featuring the image of the product I had previously evaluated
• They used responsive design, delivering an email perfectly sized for my mobile device
• They suppressed the secondary call to action so my attention is drawn to the main activity they would like me to pursue

However, Amazon also made a major mistake with this email that plagues many companies who build their remarketing tools in-house: they are out of step with the visitor!

You see, in the Amazon example above, I have already purchased and received a PC headset from Amazon, just a few days before I got this email.

I only have one pair of ears, so exactly what was Amazon thinking? Perhaps through some super-advanced profiling they were able to determine that I have a dog, and that I might need an extra headset for him? I can tell you that I tried it on him and he didn’t like it very much…

On a more serious note, out-of-step problems like this hurt a retailer’s relationship with their customer. By sending an email that is no longer appropriate, they make the customer:

• Question if their purchase actually was completed with the retailer
• Feel like perhaps they made a bad decision and purchased the wrong product
• Wonder if the brand has a disorganized and inaccurate tracking and recommendation system

In a nutshell, sending promotions for an item that the customer has just bought will betray your brand and could potentially lose you a customer for life. (…)

The post Amazon, what were you thinking? appeared first on VisitorCentric.

The post The Quintessential Marketer Scientist appeared first on VisitorCentric.

Sales is a game of minutia. From the moment of first contact - a Google search result, a referral from another web site, a landing page visit - you are persuading someone, selling an idea. Even when you’re not converting someone to a purchase just yet, you are selling - you either sell that it’s worth the visitor’s time to be a lead, be a trial user, repeat visitor, or the visitor goes away, never to be heard from again.

And between all those steps, there are hundreds of nuances.

If you are keen on understanding the nuances, this event is for you. Get answers to your toughest questions from the top minds in sales at the Inside Sales Virtual Summit on June 20. This online trade show features 62 sales experts, including 11 well-known authors from the leaders in the field. Learn how to convert your visitors into leads, leads into customers, and customers into brand champions.

It’s like getting an MBA in Sales Leadership in a single day.

Here is a sampling of the topics that will be covered:

• Landing Page Mistakes for Lead Generation
• Best Practices of Sales Analytics
• Building a Social Selling Culture
• The Path to a Killer Marketing Strategy
• Sales Training Negligence: Avoiding a False Sense of Security
• Create Predictable, Scalable Sales Revenue

From Tim Ash to Guy Kawasaki, from executives of Accenture to salesforce.com, the Who’s Who in Sales Leadership are all in attendance.  

It’s shaping up to be the biggest online event of the year for the sales industry. And you can attend all of the value-packed sessions at no cost.

The post Get an MBA in Sales Leadership in One Day appeared first on VisitorCentric.

The post Top 4 SEO Tips for Small Business Blogs on a Shoestring Budget appeared first on VisitorCentric.

The post Value Propositions: If you have to say it, it probably isn’t true. appeared first on VisitorCentric.

The post Urban Outfitters A/B Test – Does Adding an ‘Items in Your Cart’ Overlay Increase Purchases? appeared first on VisitorCentric.