Optimization

Free Conversion Rate Consulting – Want Some?

I couldn’t be prouder of my MarketMotive conversion certification students. Two semesters ago, one of those volunteer sites, a mobile application provider, increased their conversion rate by over 100% based on the recommendations of one of my students and today I was thrilled to hear about one of our volunteer websites increasing conversion rates by over 50% in just one week. I need more volunteer websites to work with my students. In order to achieve their certification, my students must perform…

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Simplicity: Google’s Secret Pay-Per-Click Tax

We want it simple! Given a choice, human beings choose simple over complicated virtually every time. Searching with Google is simple. You type in a few words and Google delivers the most relevant results. So, what could be simpler than Google pay-per-click advertisements? People search for stuff, you craft a 95-character advertisement with a URL based on that search, you make a bid telling Google how much that searcher is worth to you, searchers click on your ad and go…

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Why I Won’t Buy From You!

Actually the answer is pretty simple. You haven’t given me sufficient reason to choose you over your competitors. Today’s customer has more choice, more knowledge, and even tabbed browsing to evaluate you and distinguish you from all of your competitors. In the few seconds they’ll invest in your website, if they can’t decide why you might be the solution to their want or need, they’ll close that tab faster than your Flash promotion can ever engage them. I just returned…

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7 Ways to Increase and Retain Newsletter Subscribers

Newsletters continue to serve as an effective way for businesses, from retailers to B2B services, to stay in touch with their customers. In my last column, I shared the simple but powerful technique of using point-of-action assurances to convert more visitors into taking the actions you want them to take – such as using the words “we value your privacy” anywhere you want someone to provide you with their e-mail address. Here are some other tips you can use to…

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7 Form Factors to Increase Conversions

My last two columns focused on evaluating the five dimensions that make the 10 design elements of the anatomy of a landing page convert better. A prominent feature found on many landing pages is a form to complete, or at the end of a retail landing experience, forms required to complete a check-out. I haven’t written about designing forms on ClickZ since 2004 or on how to reduce shopping cart abandonment since 2003. (Sorry, as you can see by the 300+ columns I’ve written here,…

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The Google AdWords Drama

You’ll laugh, you’ll cry, you might even kiss your money good bye. Google AdWords is one of the most remarkable advertising vehicles in the history of marketing. No matter how simple 95 characters seems to be, there is no denying the complexity of executing well. Of course, the fact that not all the rules or all the data are presented well doesn’t make it any easier. What amazes me is how most people don’t take full control over what they…

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5 Dimensions of Landing Page Element Success

Last time, I shared with you the 10 landing page elements, such as the call to action, that make up the anatomy of a landing page. Once you have identified your elements, there are five dimensions to evaluate if the elements will work at converting your visitors. The five dimensions are: Relevance Quality Location Proximity Prominence Relevance Everything else about your page can suck (the technical term we use in Brooklyn), as long as you manage to understand your visitor’s intent…

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Will You Be the Next Person to Increase Conversions by 100%?

I couldn’t be prouder of my MarketMotive conversion certification students. For example, I had one of my students do a fabulous job critiquing websites at SES New York during a conversion clinic session and many of my students have been doing amazing work increasing conversion rates on their own sites and on several of the sites that volunteered to have our students work with them. In fact, one of those volunteer sites, a mobile application provider, increased their conversion rate…

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Jeffrey Eisenberg, Bryan Eisenberg & John Quarto-vonTivadar are the inventors of Persuasion Architecture.

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