Confidence Intervals & P-values for Percent Change / Relative Difference

In many controlled experiments, including online controlled experiments (a.k.a. A/B tests) the result of interest and hence the inference made is about the relative difference between the control and treatment group. In A/B testing as part of conversio…

In many controlled experiments, including online controlled experiments (a.k.a. A/B tests) the result of interest and hence the inference made is about the relative difference between the control and treatment group. In A/B testing as part of conversion rate optimization and in marketing experiments in general we use the term “percent lift” (“percentage lift”) while in […] Read More...

Visualizing Your Marketing And Sales Process

When you think of the machine that is your online business, what do you picture? Do you see something organic? Something mechanical? I think it’s helpful to pick a vision. The marketing and sales functions are too complex. The tools and channels are ch…

When you think of the machine that is your online business, what do you picture? Do you see something organic? Something mechanical? I think it’s helpful to pick a vision. The marketing and sales functions are too complex. The tools and channels are changing faster today than at any time in history. Thanks, internet. Vizualize...

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CMOs are Becoming CROs: How to Integrate Marketing and Sales to Actually Drive Revenue

Note: This is a guest article written by David Zheng, the Founder of GrowthWit and WiseMerchant and the Head of Growth at BuildFire.Any and all opinions expressed in the post are David’s. Marketing and sales teams have a reputation for rivalry. Although they work toward the same outcome, each has a different approach. As Chip Doyle once pointed out, marketing wants […]

The post CMOs are Becoming CROs: How to Integrate Marketing and Sales to Actually Drive Revenue appeared first on Blog.

Note: This is a guest article written by David Zheng, the Founder of GrowthWit and WiseMerchant and the Head of Growth at BuildFire.Any and all opinions expressed in the post are David’s.

Marketing and sales teams have a reputation for rivalry.

Although they work toward the same outcome, each has a different approach.

As Chip Doyle once pointed out, marketing wants to tell you what to buy, while sales want to hear why you’re buying it (so they can sell you more).

Marketing requires a one-way communication, while sales require a two-way conversation.

But technology and buyer habits are changing all of that. Marketing is no longer a one-way communication, and both teams are relying more heavily on the other to truly understand what the customer wants. Now every task is a Sales and marketing collaboration.

This also means that roles are changing. Chief Marketing Officers (CMOs) and Chief Revenue Officers (CROs) must find a way to play nice.

How the Relationship between CMO and CRO Is Changing

In the past, CROs were mostly responsible for driving profitability and sustainability. It was the job of the sales team to ensure financial success for the organization.

That typically meant putting people on phones to answer customer questions.

The CMO, on the other hand, was responsible for making sure that people knew about the organization—to gain awareness and find new potential markets for the sales team.

They both have the same ultimate goal, but each takes a different path to get there.

sales and marketing alignment activities flow chart
But the Internet changed all of that.

Where once the salesperson was the most trusted source of information about a given product or service, now shoppers have limitless access to information—product data, customer reviews, and so on.

One search gives them all the answers they need.

Customers also have a myriad of touchpoints with any given company. From social media to email outreach to an online contact form, they no longer have to call only one person to get what they need.

This has shifted the role of the CMO to the forefront.

In today’s digital market, it’s about finding ways to not only make people aware of the brand but also trust the brand’s message in the same way they earlier trusted the salesperson over the phone.

Of course, that doesn’t mean that the CRO is obsolete. Far from it, sales will always matter.

It simply means that the lines between the CRO/CMO are blurring together in a new way.

sales and marketing alignment for communication with customer

Following some of the Sales and marketing alignment best practices, both parties are now responsible for the financial well-being and reputation of the company. If one fails, the other fails too.

It’s more important than ever that these roles find ways to integrate so that both teams produce real, measurable results.

With that in mind, here are 5 best practices for sales and marketing to help them collaborate to drive revenue.

1. Sharing Sales and Marketing Data for Customer Research

Both marketing and sales use targeted buyer personas to inform their strategies.

According to the Data-Driven Marketing Survey by Teradata, 50% of marketers agree that data is the most underutilized asset in their organizations; but less than 10% use the data in a systematic way.

Salespeople have a leg up when it comes to data, as they’re often the first to develop buyer personas to understand their customers better.

But that data isn’t always accessible to the marketing department.

sales and marketing quality data report January 2017

Marketing teams also need these buyer personas to update its strategies.

The team may need to know whether the customer is a Millennial or a Gen X-er (social media or email?), their income level (affordable or luxury?), and any other behavioral drivers (mobile or desktop?) that might drive their purchasing decisions.

Who knows this data better than anyone else? Salespeople.

The sales team has insights into customer’s goals, mindset, and expectations, and potential obstacles to purchasing.

Marketing needs to have this data to create content and advertising that actually works.

Sales and Marketing Persona comic

To build an effective partnership, sales will need to share the following information with marketing:

  • Sales data:
    • Which products are selling well?
    • Which products are faltering?
  • Customer lifetime value:
    • How low or high are retention rates?
    • How long does the average customer stick around?
  • Internal performance metrics:
    • How fast is the turnaround for a product or service?
    • Are there any obvious bottlenecks?

In turn, marketing should share the following data with the sales team:

  • Traffic and engagement:
    • How many visitors are coming to the site? How many are engaging? Where are they coming from?
  • Email marketing: What are the open and click-through rates for each email campaign?
  • Clicks and conversions: What is the conversion rate of sales landing pages? What are the shopping cart abandonment rates?

With each party measuring these metrics, each can proactively adjust its strategies to achieve better results.

Lead flow for sales and marketing alignment

Marketing can see how its ad campaigns affect the lifetime value, or whether the promises are creating more demand than the team can keep up with (causing bottlenecks), for example.

Sales can see whether there is a significant gap in the sales process (too many people are leaving the website without buying!) or whether or not email is still the best outreach source for certain customer segments.

2. Using Sales CRM Data to Inform Marketing Strategies

Timing is critical in sales.

The sales team has a sense of its current month’s forecast (or even the next month’s) when it comes to the revenue. Part of the job of the CRO is to answer the “when” of the sales cycle.

When is the best time to promote a specific product or launch an outreach campaign? When should marketing initiatives be kicked off? When should sales expect to see results?

best time for sales team to contact customers

The marketing team is the “how” and “what.”

How should that product be promoted based on the sales cycle? Is it a seasonal product or available year-round? How will people be made aware of changes to the product? What is the desired outcome?

Sales should have a good idea of when the best time is to launch a new initiative, according to the purchasing data.

Marketing should know what that initiative should be and to whom it should be targeted, as well as the specifics of the time of the day and week (based on engagement metrics).

sales and marketing emails optimized for the best day of the week

Without both teams working in harmony, it’s possible to launch a revolutionary marketing campaign that doesn’t sell any products at a measurable level.

Here’s an example:

Say you have a 25% conversion rate for every step of the sales funnel. If your monthly sales target for the next quarter is $1 million and your average sales are around $10,000, you need around 100 conversions every month to achieve this goal.

But for some months, sales are slower than others.

Let’s assume that January and February are much slower sales months compared to June and July.

By using this information, the marketing team can determine what offer to include for customers during those months (discounts on orders over a certain price point, for example) in their campaigns.

But this means that the sales team needs a reliable way of identifying these trends, like a sales pipeline CRM, and give the marketing team access to this information.

sales pipeline

Sales should know where leads are coming from when the customers are more willing to buy, and what entices the customers the most so that the marketing team knows how to send out the right offer at the right time.

3. Adjusting Ad Campaigns by Using Sales Data

Advertising is one of the main drivers in sales, and one of the main tasks in marketing.

One of the challenges with advertising is that it’s easy for a company to spend more money compared to earn money.

It’s always a risk. You could drop millions on an ad campaign only to see a moderate sales increase. But this risk gap can be closed when sales and marketing work together to produce a certain outcome.

Take PPC advertising, for example.

For a marketer, a successful pay-per-click (PPC) advertising campaign might be the one that just drives engagement.

successful adwords campaign for driving more engagement

If someone clicks a Google PPC ad, goes to the home page, and then clicks through the website, that’s a success.

To that end, marketers may try to use specific keywords to improve website traffic or engagement.

But the sales team cares about one area—sales.

It doesn’t matter if website traffic improves but no qualified leads come from it. They might care if an ad had a high cost-per-click (CPC), and was essentially “ineffective” in producing a real, paying customer.

Sales is looking for revenue, not just metrics.

channel wise breakdown of ROI for marketing

So what does this mean for a partnership between sales and marketing? It means that both have to work together to create the most effective campaigns.

Marketers need to understand the Lead Scoring System (and subsequently, the sales CRM system) so that when they spend money on PPC ads, they know which targeted personas will be most likely to convert.

Both parties need to understand how the marketing funnel works and how it can be combined with the sales funnel to create something new.

new sales and marketing alignment funnelA top-of-the-funnel marketing “lead” (like a website visitor) may not ever turn into a customer, but that doesn’t mean it isn’t important for sales.

The marketing team needs to know how to measure successful campaigns based on sales data, not on just its own metrics.

4. Improving Brand Identity (and Sales) with Marketing

Not everything that impacts sales is measurable.

A study by Harvard Business Journal found that CEOs tend to favor sales over marketing because sales outcomes are often more “tangible.”

As a CEO puts it, “Why should I invest in more marketing when I can get better results by hiring more salespeople?”

Because of this mindset, many marketing teams are underfunded, and, as a result, underperforming.

suggested percentage of revenue that needs to be spent on marketing.

This is a problem because there are many immeasurable entities that can impact your bottom line.

Brand identity, for example, is not measurable by any metric, yet a brand’s reputation can be a key driver of that brand’s equity.

This is also known as the “halo effect,” or a situation when a customer buys from a brand based on its positive reputation, whether or not the product is truly inspirational.

In other words, the value of a brand can be measured by its marketing.

When Apple began marketing the iPod back in 2005, they put millions into advertising. You may remember the campaign.

marketing of apple ipod comic

Even though iPod (and iTunes) sales made up only 39% of Apple’s overall profits that year, by the end of their marketing campaign, they were hailed as a technology leader and revolutionaries.

As a result, its fiscal year sales in 2006 increased 38% and their profits rose by 384%.

It has since leveraged their reputation as tech innovators to create more and better products, making it one of the biggest companies in the world.

And it doesn’t even sell the iPod anymore.

sales of apple ipod year on year

This goes to show that when the marketing team is properly supported, they can produce results worthy of the sales department.

5. Improving Sales Outreach with Marketing Analytics

One of the biggest contention points between sales and marketing is measuring outcomes.

For marketers, a “good” outcome for an email outreach campaign is high click-through and open rates. However, sales don’t care about click-through rates. It cares about sales.

It might be better to measure your outreach campaign multidimensionally.

measuring content marketing valueOn the other hand, you won’t necessarily get sales if no one opens and clicks through the email.

This is where marketing and sales must come together to identify what a successful outreach campaign looks like.

The marketing team should introduce key analytic tools to the sales team.

While the marketing team can also forward crucial data or statistics, at some point, it inevitably will become an issue of “teaching a man to fish.”

Teaching helps as an economical resource

If the marketing team moves ahead based on important information, the sales team might accidentally ignore crucial statistics that can improve its sales strategy, just because they don’t fully understand it.

This can lead to miscommunication and a negative impact on sales.

If the sales team understands how to use the same tools that marketers use; however, it can create a seamless conversation between the two departments and reduce the odds of an essential piece of data being overlooked.

right marketing or sales tool for your job

Even beyond analytics, sales and marketing teams should a discuss other ways to use technology effectively.

For example, if the marketing team intends to produce content for potential customers on LinkedIn, then the sales team should guide it on best practices for targeted leads on that platform.

Marketing can also assist sales in some of its follow-up endeavors.

If the sales team becomes overwhelmed following up on cold email outreach, for example, the sales team can use a tool like Gmass to automate the process and eliminate the burden on the salesperson.

follow up email tools for sales.

This frees up the sales team to focus on metrics that matter rather than chasing down leads.

But if the sales team doesn’t understand how to use Gmail, they might not be automating their follow-up effectively and miss important sales opportunities in the process.

When marketing and sales work together with the same tools, they can maximize efficiency and move customers through the sales funnel as painlessly as possible.

Conclusion

Even though both the teams have notoriously been rivals in the past, it’s time for sales and marketing team to work together.

This process should be made easier with the addition of technologies that improve the marketing/sales relationships (automation tools like Gmass, or analytic tools like Google Analytics).

It’s important for the two teams to remember that when one succeeds, the other succeeds, even if they approach a problem from different angles.

When marketing is successful at getting traffic or open rates, for example, or improving brand reputation, sales will increase.

When sales are successful at closing leads and measuring their data, marketing will be more effective.

When the CMO and the CRO work together, everybody wins.

The post CMOs are Becoming CROs: How to Integrate Marketing and Sales to Actually Drive Revenue appeared first on Blog.

7 Conversion Copywriting Hacks You’ll Wish You Knew About Sooner

Note: The following copywriting tricks are reprinted from the ebook 21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions. You just lost some potential revenue. There goes some more. A poor conversion rate will pick your pocket day after day…

Note: The following copywriting tricks are reprinted from the ebook 21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions. You just lost some potential revenue. There goes some more. A poor conversion rate will pick your pocket day after day. That’s why you’ll love these 7 conversion copywriting hacks. They’re quick and easy. And...

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Finding Website Optimization Gems

How do you decide which elements of your site to test? This question is at the heart of website optimization. A better question is, “How do you determine what NOT to test?” It’s relatively easy to come up with ideas that might increase your conversion …

How do you decide which elements of your site to test? This question is at the heart of website optimization. A better question is, “How do you determine what NOT to test?” It’s relatively easy to come up with ideas that might increase your conversion rate. We typically come up with 50, 75, 100 or more...

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5 Ways to Optimize Your Website For Converting Visitors into Customers in 2018

One of the central points of a successful website is optimizing your sales funnel for conversion. Here’s a guide to CRO, including the buying cycle and the optimization of your website for each stage. But what is the buying cycle? In a nutshell, it is a patterned process customers go through when contemplating a purchase. […]

The post 5 Ways to Optimize Your Website For Converting Visitors into Customers in 2018 appeared first on Blog.

One of the central points of a successful website is optimizing your sales funnel for conversion. Here’s a guide to CRO, including the buying cycle and the optimization of your website for each stage.

But what is the buying cycle?

In a nutshell, it is a patterned process customers go through when contemplating a purchase.

In most cases, you can break the buying cycle into three stages.

  • Top of the Funnel: The “awareness” stage when a customer is trying to solve problems, get an answer, or meet a need. At this stage, they are usually unaware of their problem, so you need to show it to them through blog posts, eBooks, and other useful resources.
  • Middle of the Funnel: The “evaluation” stage when a customer is doing research on whether your product or service is a good fit for them. At this point, they already know their problem and they are looking for the best solution.
  • Bottom of the Funnel: The “purchase” stage when your visitors convert and become a customer. At this stage, all you need is the right offer.

breakdown of visitor type to your website

Source

Your marketing campaigns must be different based on what stage the customer is in the buying cycle. Your goal is to move the customer to the next phase of the buying cycle, and your final goal is to get customers to the convert stage or to the bottom of the funnel. At this stage, the customer buys the chosen product.

Unfortunately, it’s not that easy. The average conversion rate is only 3% which means 97% of visitors leave the average website without buying. Improving the conversion rate is essential for all websites. If you ignore it and focus only on driving traffic, you’ll quickly spend most of your money with little to show for it in return.

In this article, we’ll focus on how to optimize your website for the conversion stage. Let’s dive into it!

  1. Optimize your checkout page

Making checkout process fast is a really important requirement for ecommerce sites. Many visitors will leave your website at this point if your checkout process is confusing and slow. For example, a checkout process that goes through more than two pages is likely to result in an abandoned cart.

In order to avoid this, it’s a good idea to show a progress bar to your visitors so they know exactly where they’re at in the checkout process.

Another common practice is to minimize distractions as much as possible. A minimal checkout allows the customer to check out instantaneously and increases the chances of a sale. Don’t have twenty fields on your checkout page, ask only what is required and allow the customer to fill the information in broad, convenient fields.

Ultra.com has the perfect example of a minimal checkout:

Optimize your checkout page for increased website conversion rate.

Now let’s see a bad example – don’t try to copy this one:

Optimize form fields to complete the visitor journey.

  1. Don’t force registrations

Have you noticed that nearly every website you visit asks you to “sign up” or “sign in”? But these accounts are usually forgotten in a few weeks and it just frustrates visitors.

Registrations usually involve extra steps in the buying process and it will hurt your store. Some visitor will leave the site because they don’t want to register. Some will struggle with the registration. Allowing guest accounts can simplify the process for new customers. Guest checkout means that visitors can make a purchase from your store without logging in to an account or saving any information in your database.

impact of shipping and delivery charges on checkout process.

If you want to make your checkout process even easier and less frustrating, allow shoppers to use a social media account. According to research, 66% of consumers prefer using social login.

  1. Shipping and handling costs should be clear

Many websites show taxes, shipping charges and other charges at the end of the check-out process. This is a terrible tactic. It will definitely create a feeling of shock for the customer.

That’s why you should always make the total cost visible as soon as possible. It’s even better if you already highlight your shipping costs on your homepage and product pages.

Using dynamic shipping policy is also a good practice. It means that you display real-time shipping rates to your customers based on their address, and include all costs like in the example below.

Optimize the registration step in your checkout process.

  1. Recover abandoning visitors on-site

Just because a customer adds something to the cart, it doesn’t mean he/she’s going to buy it. In fact, the average ecommerce cart abandonment rate is nearly 70%. In other words, 7 out of 10 visitors who add an item to their cart will leave the store without buying. But luckily, there is a way to save these visitors and reduce cart abandonment. It’s called onsite retargeting. Onsite retargeting works by monitoring visitors’ behavior, and when their behavior indicates they are ready for some additional message, it will be displayed to them, usually in a popup. I suggest displaying a popup which either prompts them that they are leaving or provides them an incentive to complete the purchase like in the example below.

use pop-ups to decrease cart abandonment rate

  1. Increase the sense of urgency

Visitors often think “I’ll buy it later” while browsing online stores. They leave, and they never come back – even if they really liked the product. Fostering a sense of urgency is a very effective way to overcome procrastination. You have a number of ways to make your visitors feel like there is a “ticking clock”. For example, you can offer free shipping for a limited number of buyers: only the first 50 buyers. Another option is to show when one of your products is out of stock. It can also increase buyer confidence by implying there is demand for the product and showing a certain number of items have already been sold. You can also set up deadlines for discounts or offer free shipping for a limited time, e.g. 15 minutes. The expiration date of the offer creates a sense of urgency in your customers.

Below, you can see an example where they provide $50 off if the visitors finish checkout within 5 minutes.

offer on exit intent pop up to convince visitors to purchase

Summary

Every customer goes through the buying cycle. Customers want different interactions with you depending on where they are in the buying cycle.

In this article, we were focusing on the convert stage. Optimizing your checkout page and allowing guest registrations are important to prevent cart abandonment. Despite all these efforts, some visitor will still try to leave your site, this is when you need to recover them using onsite retargeting and fostering a sense of urgency.

Using the tips we’ve shared, you’ll be able to optimize your website for the convert stage. You should check all points and see how they work for you.

The post 5 Ways to Optimize Your Website For Converting Visitors into Customers in 2018 appeared first on Blog.

Email Marketing Facts

With a limited amount of money in your marketing budget, spend it on things which are going to give you the best return on investment. These email marketing facts tell you why email remains a great way to spend your money. Unfortunately, many people wr…

With a limited amount of money in your marketing budget, spend it on things which are going to give you the best return on investment. These email marketing facts tell you why email remains a great way to spend your money. Unfortunately, many people wrongly think that this type of marketing is dead. The amount...

The post Email Marketing Facts appeared first on Conversion Sciences.

12 Conversion Optimization Tricks That Boost Cart Abandonment Results

Note: This is a guest article written by Brett Thoreson , the CEO at CartStack. Any and all opinions expressed in the post are Brett’s. When selling online, cart abandonment is a fact of ecommerce life. Humans have a limited attention span (just 8 seconds long), as we are filled with deliberation, choices, distractions, and doubts. However, […]

The post 12 Conversion Optimization Tricks That Boost Cart Abandonment Results appeared first on Blog.

Note: This is a guest article written by Brett Thoreson , the CEO at CartStack. Any and all opinions expressed in the post are Brett’s.

When selling online, cart abandonment is a fact of ecommerce life. Humans have a limited attention span (just 8 seconds long), as we are filled with deliberation, choices, distractions, and doubts. However, there are lots of tools out there to help you minimize cart abandonment, but we can’t eradicate it completely.

However, all is not lost. Customers who have abandoned their carts can still be reengaged. And we’re here to help you with top conversion rate optimization tips that will turn those faltering customers into paying ones.

cart abandonment solution in ecommerce

The Basics

Cart abandonment is when someone visits your website, adds items to their baskets, but for one reason or another, fails to finalize the purchase and leaves the transaction incomplete.

Conversion rate optimization (CRO) is a set of practices that helps you to convert visitors into paying customers and avoid, or turn around, cart abandonment.

Two impactful CRO practices that help with cart abandonment avoidance are:

  • Cart abandonment software: Software that tracks a visitor’s journey on your website to: capture emails and track shoppers while they are on your site, watch for them to abandon a cart, and email them following their abandonment, enticing them back.
  • A/B split testing: Running two versions of your website or page that are identical in intent (such as the checkout page) but different in style, allowing you to compare and contrast conversion rates between the two.

Power of Cart Abandonment Software and A/B Testing on Customer Conversions

Alone, these tools are impactful but together they can work in conjunction to produce much powerful results that will make your conversion rates soar and here’s how:

Cart abandonment software relies on shoppers (website visitors) entering their email addresses on your website form, while A/B testing provides you with the insight to optimize your website to ensure that shoppers (website visitors) input their email addresses.

Simply put, A/B testing converts visitors into leads and cart abandonment software converts leads into paying customers.

How to Use A/B Testing and Cart Abandonment Software to Get Email Addresses

There are lot of CRO tips for use when you are A/B testing to see what changes result in increased email conversions. We’ve put together our favorite tips here:

Where

Where you ask people for their email address, is hugely important and impactful. You can have a banner asking people to sign up. It can be part of a registration form, or you can use your cart abandonment software to produce exit intent pop-ups (displayed when visitors look as if they are about to leave). It is estimated that 35% of lost shoppers can be saved by using exit intent pop-ups, but test this for yourself to see if this is true for your customers.

Opt-In Changes

  1. Location

Visual tracking research shows that we browse websites following an F-shaped pattern, favoring the top and left-hand sides. Test your email address opt-ins at both these instances to see which captures more attention.

visual behaviour of visitors in e-commerce

  1. Color and Font

Choosing the right color and font optimization for your call-to-action button is imperative. We’ll discuss color in a little more detail below. Testing background colors and contrasting text that can make your banner stand out, easy to read, and compelling to complete is a significant use of split testing.

  1. Lead Magnets

Lead magnets offer your customers something valuable in exchange of their email addresses. It can be a downloadable guide on this season’s fashions or a report on the top-rated headphones of the year. Test whether lead magnets work or not; and if they do, test many types. Opt-ins of this nature can see up to a 10% conversion rate.

lead magnets as a solution for cart abandonment

Form-Based Changes

  1. Page Layout

As mentioned earlier, humans are easily distracted not only by outside sources but also by items on your website. For a particular VWO customer, removing the navigation menu resulted in a 100% increase in conversions. Try removing your navigation menu from the form page, to reduce distraction, and removing the option to leave the form, and see if these increase your conversions.

  1. Form Layout

Over 70% of online shoppers abandon their cart halfway through the checkout process, meaning that they are also halfway through filling out your form. Some cart abandonment software applications capture email addresses in real time, even if the visitor doesn’t hit Submit. Therefore, test moving the email address field higher up on your shopping cart and checkout pages, to capture the email address before the visitors abandon the page so that you can send them a follow-up email reminder.

  1. Copy

Words are powerful and emotive: They can make people comply, offer, or turn away. Consider how you are asking for shopper’s email addresses and then test different methods, such as explaining why, using personable language, emotive words, or by using less number of words.

pop ups to stop ecommerce abandonment

  1. Field Population

Do visitors respond better to form fields that are pre-populated with example text (such as example@example.com), blank fields, or fields compatible with Google Autocomplete. Understanding what makes your form easiest to complete should help  enable you to tailor it accordingly.

Exit Intent Pop-Up Changes

  1. Color

A pop-up needs to grab visitor attention, and the best way to do this is with color. Split test different colors that contrast with your website brand colors and “pop out.” You may also want take into account well-known color connotations, which differ across countries, cultures, and genders, such as:

Blue: Security

Purple: Luxury

Red: Urgency

Yellow: Caution

While you can’t adapt your website for everyone, you can adapt it to your customer base by seeing what works best for them.

  1. Offers

A great A/B testing idea can be of using different offers to see which offers appeal to your customers more. Research shows trends such as 90% of online shoppers being influenced by the cost of delivery and discount days such as Black Friday, leading to billions of dollars worth of online sales. Test percentage discounts, free delivery, and money off to see what works best for your target audience.

  1. Wording

Your exit intent pop-up wording is crucial. When issuing a pop-up window, you are walking a fine line between frustrating and enticing your customer. If you are interrupting them, test your wording to make sure it demonstrates a good reason.

  1. Fields

Another useful test for pop-up windows is to include the email address field in the exit intent pop-up itself.  This will enable you to capture user email addresses in real time before they exit the pop-up screen.

pop ups as a cart abandonment solution.

  1. Size

Size matters when designing your exit intent pop-up screen. Should it take up the whole page or just the center? Should it be easy to click or difficult?

Results

A/B split testing is a great way to increase your email address conversion rates. It can be then directly used to fuel your cart abandonment software, with the ultimate aim of re-engaging customers who have abandoned their shopping carts.

There are many other tests that you can try for capturing email addresses before cart abandonment occurs. However, the following 12 are our favorites, because they work. Increasing the number of email addresses you capture before cart abandonment and using these addresses in your follow-up cart abandonment email campaign, you can convert over 20% of lost online sales.

 

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Check Your CRO Toolbox for GDPR Compliance

Dennis van der Heijden has researched the implications of GDPR compliance on a variety of tools that we use everyday to optimize websites. He covers conversion rate optimzation (CRO) tools that include workflow, digital analytics, form analytics, heatm…

GDPR Compliance: Are Your CRO Tools Ready?

Dennis van der Heijden has researched the implications of GDPR compliance on a variety of tools that we use everyday to optimize websites. He covers conversion rate optimzation (CRO) tools that include workflow, digital analytics, form analytics, heatmap, session recording, on-site surveys, QA, performance optimization, and A/B testing tools. Sure, GDPR is complicated—but here’s one...

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VWO Partners With HubSpot To Create An 8-Week CRO Planner

It’s 2018, and CRO isn’t just a buzzword anymore! Over the past decade, savvy businesses have been growing by not only investing in traffic acquisition strategies, but also ensuring that visitors to their website are converting into customers. At VWO, we understand how daunting and time-consuming CRO can seem, so we joined hands with HubSpot […]

The post VWO Partners With HubSpot To Create An 8-Week CRO Planner appeared first on Blog.

It’s 2018, and CRO isn’t just a buzzword anymore! Over the past decade, savvy businesses have been growing by not only investing in traffic acquisition strategies, but also ensuring that visitors to their website are converting into customers.

At VWO, we understand how daunting and time-consuming CRO can seem, so we joined hands with HubSpot to bring you a DIY guide, which will help you learn and implement process-oriented CRO for your business.

DIY Guide to increase website conversions

In our experience of working with 5,000+ customers across the globe, we’ve seen that the journey from start to first few home runs in optimizing conversions usually takes 8 weeks.

Therefore, we’ve designed this guide to take you on a week-by-week journey on how you can lift your conversion rates in a methodical, sustainable manner. Here’s what the 8-week of conversion optimization journey will cover:

  • Understanding the goals and principles of CRO
  • Conducting a conversion rate audit for your website
  • Identifying areas of improvement in your conversion funnel
  • Conducting qualitative research into your visitor behavior
  • Constructing educated hypotheses and prioritizing these for testing
  • Choosing the right experiment and setting up your testing platform
  • Analyzing and learning from your A/B test results
  • Ensuring continuous growth through CRO

…and more!
Guide from VWO and HubSpot on increasing website conversions

After you’ve followed this guide, you’ll be equipped with the know-hows to increase conversion rates time and again, instead of doing it just once.

What’s more, even if your company is young or on a shoestring budget, you would be able to effectively practice conversion optimization in-house, all by yourself.

Grab your copy of The Complete DIY Guide To Improving Conversions in 60 Days here.

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