Optimizing Your SaaS Conversion Funnel (Guide)

The average company used 16 SaaS apps in 2017. That’s a 33 percent increase from the year before. That doesn’t mean your SaaS business will flourish, though. If you want your piece of an industry that’s worth an estimated 116 billion globally, optimizi…

saas conversion funnel

The average company used 16 SaaS apps in 2017. That’s a 33 percent increase from the year before. That doesn’t mean your SaaS business will flourish, though. If you want your piece of an industry that’s worth an estimated 116 billion globally, optimizing your SaaS conversion funnel most become a priority. Your conversion funnel describes the steps your prospective customers take to reach a buying decision. Narrowing the conversion funnel and pushing prospects through faster can result in higher profits. Do to so, you must learn how to nurture your leads and prospects. Let’s look at some of the most...

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The 13 Most Effective Ways to Increase your Conversion Rate

The average conversion rate for a Facebook Ad is 9.1 percent. Website conversion rates, though, lag at an average of just 2.35 percent. The data varies by industry. On Facebook, for instance, fitness ads top the charts at nearly 15 percent. You might b…

increase-conversion-rate-2018

The average conversion rate for a Facebook Ad is 9.1 percent. Website conversion rates, though, lag at an average of just 2.35 percent. The data varies by industry. On Facebook, for instance, fitness ads top the charts at nearly 15 percent. You might be surprised to learn that B2B ads convert at an impressive 10.63 percent. But what if you don’t want to spend hundreds or thousands of dollars on Facebook Ads? You’d rather increase conversion rate on your own website through organic marketing. That’s certainly possible. I’ve done it myself. But you need some information before you can start...

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How to Increase Online Sales (The Best Techniques)

In just the final quarter of 2017, consumers spent nearly $100 billion dollars — just in the retail e-commerce market. No wonder you want to learn how to increase online sales. You want a chunk of that $100 billion pie. U.S. e-commerce sales aren’t sta…

how to increase online sales

In just the final quarter of 2017, consumers spent nearly $100 billion dollars — just in the retail e-commerce market. No wonder you want to learn how to increase online sales. You want a chunk of that $100 billion pie. U.S. e-commerce sales aren’t stagnant, either. They continue to grow year over year. Writing for Digital Commerce 360, director of research and consumer insights Stefany Zaroban reveals that “e-commerce represented roughly 49.4% of all retail sales growth in 2017 (versus 41.6% in 2016).” [For Social: @stefanyzaroban] Clearly, there are customers who want to spend money online. So, how do you...

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Part 1: Our Top Takeaways from Click Summit 2018

Another year, another epically productive Click Summit. In the weeks since Click Summit 2018, we’ve spent some time reflecting on the event and even our heads are still reeling from the depth and quality of each conversation. This event isn’t your run-of-the-mill marketing conference. We strive to create an intimate and super-productive experience in our […]

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Another year, another epically productive Click Summit. In the weeks since Click Summit 2018, we’ve spent some time reflecting on the event and even our heads are still reeling from the depth and quality of each conversation.

This event isn’t your run-of-the-mill marketing conference. We strive to create an intimate and super-productive experience in our small group conversations. Of course, the true credit goes to our attendees and moderators for their candid participation. It takes a certain level of vulnerability to look to others for feedback and direction. Those types of conversations are where the true insights come to light.

Had to sit out Click Summit this year? You’re in luck. We’ve compiled the key takeaways from each of the 22 thought-provoking conversations into an easy-to-read, downloadable resource.

Here’s our summary of some of the insights you’ll find in this year’s Clickaways

1. Relationships are key to creating buy-in for experimentation. Get to the right meetings and make the right connections. Target influential leaders to gain traction and credibility for your program. Build working partnerships with other teams, taking time to understand their goals. Work with them to make testing and personalization part of the solution.



Finally, know that proving people wrong doesn’t create buy-in. Rather, invite other departments to participate in your program and frame your tests as an opportunity to learn together. Hold monthly or bi-weekly meetings with direct and indirect stakeholders to review test wins, brainstorm new tests and discuss any resulting customer insights.

2. Instill testing in your company culture through establishing a credible team and program. Trust is easily lost, so you really need to take steps to ensure your team is positioned as a source of truth for the business, rather than one that’s encroaching on other departments. Your team should not only be experts in optimization and behavioral economics, but also experts in your customers–know their behaviors online, what motivates them and what truly makes them tick.

Hold training sessions on best practices for testing, personalization and customer insights. Regularly communicate test results and any subsequent insights to the entire company. And when sharing results, consider your audience. It may be worth creating different reporting formats for different stakeholders

3. If you want to build an army of optimization evangelists, you’ve gotta get everyone on the same page first. So long as end-to-end optimization requires working across multiple teams, it’s important that you establish clear processes and governance. Develop a common language for testing terminology; abandon jargon in favor of words that are easy to understand and don’t have multiple contexts.

Set clear rules of engagement and expectations between all teams involved in optimization. This includes engineering, IT, analytics, marketing, creative and others. Make sure communication and reporting processes are defined and any associated technologies are being used consistently.Finally, take into account how success is measured for all these other stakeholders. Not all teams are incentivized with revenue targets or conversion goals. Connect your test strategy to their objectives to ensure a unified vision.

Like the information in this post? Stay tuned for part two next week. Until then, download this year’s Clickaways to access more tips, tricks and ideas from Click Summit 2018.

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A Step-by-Step Guide to Creating the Best Call to Action for Conversions

Fewer than 25 percent of businesses express satisfaction with their conversion rates. That’s pretty depressing. Conversion rate optimization (CRO) doesn’t improve your conversion rates overnight, but it sets you up for success. Part of CRO involves opt…

best call to action

Fewer than 25 percent of businesses express satisfaction with their conversion rates. That’s pretty depressing. Conversion rate optimization (CRO) doesn’t improve your conversion rates overnight, but it sets you up for success. Part of CRO involves optimizing your calls to action for conversions. How is the best call to action for conversions? There’s no single call-to-action formula that can magically convince most of your leads to convert, but if you’re willing to get to know your audience, experience with different CTAs, and test variations, you’ll get closer to the conversion rates you want. We’ll be covering lots of information, so...

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How to Create and Optimize an Effective Exit Popup

What if you could boost email signups by 1,375 percent (or more)? And what if I told you that the secret to those kinds of results lies in something as simple as an exit popup? Craft blogger Nikki McGonigal used to just have an email signup form in her…

exit-popup-11

What if you could boost email signups by 1,375 percent (or more)? And what if I told you that the secret to those kinds of results lies in something as simple as an exit popup? Craft blogger Nikki McGonigal used to just have an email signup form in her website’s sidebar. Then she added an exit popup. Her conversion rate increased by more than 1,300 percent. Before you dismiss her results as industry related or as an aberration, you should know that businesses in just about every industry use exit popups. How do you get results from exit popups? I’m going...

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How Mobile Optimization Can Affect your Conversions in 2018

For a long time, responsive design dominated the web as the format of choice for business and personal sites. Now, however, mobile optimization has begun to gain credence as a potentially preferable strategy. Mobile optimization refers to optimizing a …

mobile optimization

For a long time, responsive design dominated the web as the format of choice for business and personal sites. Now, however, mobile optimization has begun to gain credence as a potentially preferable strategy. Mobile optimization refers to optimizing a website specifically for mobile devices. Instead of simply compressing and slightly rearranging the content on the screen, you design the entire experience for smaller screens. You’ve probably heard the term “mobile-friendly.” It’s a bit outdated, so even though it sounds like a good thing, it’s not enough. People are using their mobile devices more and more, as I’ll explain in a...

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How to Convert Website Visitors into Customers (9 Effective Ways)

Figuring out how to convert website visitors into customers requires not only strategy, but extensive testing. You can learn from others what worked for them, but your website audience is unique. That’s probably why you’re reading this article. You wan…

Figuring out how to convert website visitors into customers requires not only strategy, but extensive testing. You can learn from others what worked for them, but your website audience is unique. That’s probably why you’re reading this article. You want to know the best place to start. Then, you can test different solutions to increase your conversion rate. I’m a big fan of growth hacking. In other words, my goal is always to get the biggest possible results in the shortest possible time frame. That requires aggressive marketing and strategic application of data. You might take a different approach. Whatever...

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The Best Customer Acquisition Techniques You Need to Start Testing

Customer acquisition is all about convincing people to buy your products or service. That’s it. But it’s more complicated than you might think. You have to understand your customers’ buyers journeys and how they make the decision to buy (or to not buy)…

customer-acquisition-9

Customer acquisition is all about convincing people to buy your products or service. That’s it. But it’s more complicated than you might think. You have to understand your customers’ buyers journeys and how they make the decision to buy (or to not buy). You might have heard that old adage about how much less expensive it is to retain customers than to acquire them. In fact, it’s about five times less expensive. That statistic sounds powerful, but it leaves an important element out of the equation. To retain customers, you first must acquire them. If you already have 10 million...

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Testing Your App Listing in the Google Play Store

Recently, while attending a native app session at our annual conference, Click Summit, it was brought to my attention that not many people know about the ability to run A/B tests on their Google Play Store app listing.   Testing your store listing can be an untapped area for gaining key insights about your customers and […]

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Recently, while attending a native app session at our annual conference, Click Summit, it was brought to my attention that not many people know about the ability to run A/B tests on their Google Play Store app listing.  

Testing your store listing can be an untapped area for gaining key insights about your customers and increasing app installs. Additionally, the insights you gain by testing your Google Play Store listings could be transferable to your Apple App Store listing as well.

Within the Google Play Console, there’s a little known tool that will allow you to A/B test your app listing called “store listing experiments.” This can be found under the “store presence” menu item.  

There is no need for a technical resources or technical knowledge as the technology is built right into the Google Play Console. The Store Listing Experiments feature allows you to A/B Test six different attributes of the store listing: Hi-res icon, Feature Graphic, Screenshots, Promo Video, Short Description and Long Description. Tests can include all of these in combination or individually. You can run tests globally (graphics only) or localized (text and graphics). Note that you are limited to 3 variations in a test.

The analytics and reporting is all housed within the Google Play Console and unfortunately, cannot be exported. Three metrics area automatically tracked: Installs on active devices, installs by user, uninstalls by user. Results are measured at a 90% confidence interval.

For more details, check out Google’s step by step documentation.

When it comes to experimentation, Brooks Bell is happy to lend our expertise to help your optimization program expand its reach, capabilities, and impact. This can include testing store listings, to landing pages, to check out experiences and more. If you’re interested in learning more about Brooks Bell and how we can help optimize your web experiences, contact us today.

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