ConversionXL - Conversion Optimization Blog

Are You Optimizing Your Site When You Should Be Optimizing Your Traffic?

If you’re like most marketers, you don’t live an ivory tower.

You try to follow “best practices” with your marketing campaigns and site, but with your limited resources, you have to spend your time on the tactics that make the biggest difference.

Unfortunately, most best practice recommendations don’t take real life into account. Not every company has a well-managed CRM, a call tracking platform, a solid testing strategy and a big testing budget to boot.

While this sort of setup is obviously ideal, most marketers have to make do with far less.

Their CRM is a joke, calls aren’t being tracked and their testing strategy and budget is…well, let’s just say it’s hypothetical.

If this sounds like you at all, at some point you may have found yourself wondering, “What should be my top priority—the one thing that will get me the most bang for my buck?”

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Science of Marketing

Fact: offering customers more choices kills conversion rates.

A scientific study proved it.

Fact: you can prime customers to behave in certain ways with certain phrases, images or ideas.

Researchers have shown it’s true.

Fact: if you give potential customers a small gift, you’ll create a debt that customers will eagerly repay.

Robert Cialdini wrote about that years ago in his popular book, Influence: The Psychology of Persuasion.

These ideas (and dozens of others) are so widely accepted that almost no one questions them.

But maybe we should.

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Newsletter List Cleanup

If you are an email marketer, chances are that the majority of the articles you read are about growing your list, getting more opens, clicks, etc.

But what if your list is growing thanks to all those tips for improvement, but the open and click rates actually deteriorate? Are you doing something wrong? Not necessarily.

The thing is that leads age – they become uninterested in what you have to offer for a variety of reasons (job changes, bankruptcy, already found a better product/service, etc.) Or they just don’t bother to open your emails.

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Swearing in Copy

Can you remember the last time your parents scolded you for swearing?

Throughout childhood, we’re conditioned to believe that swearing is inappropriate and crass. You could offend someone, it makes you seem uneducated, it’s unprofessional in the workplace… the list of reasons we’ve been told not to swear goes on and on.

But how bad is swearing, really? Is there a chance that it could be beneficial in business and optimization? As with most things people have told you that you absolutely should not do, there’s a chance you should be testing it.

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How The Halo Effect Affects Optimization (the Good, the Bad, and the Ugly)

“What is beautiful is good,” the saying goes.

This saying stems from a belief that attractiveness correlates to other good qualities. In a phrase, attractiveness is a Halo Effect.

Of course you can see that on the surface, the logic in that saying is flawed. What’s beautiful has nothing to do with what is good. But we still conflate overall perception and individual traits, making our judgement of things less accurate than we believe.

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Key Insights from Every Speaker of Elite Camp 2016

Elite Camp is a 3-day traffic and (mainly) conversion event. It’s among the very best CRO events in the world, and of course in Europe. This year was already its 7th year – and the format has proven to be so successful that the event has been replicated in many other countries.

Elite Camp 2016 had an enviable line-up of heavy hitters and rock stars. Here are top insights from every speaker of this year’s event.

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Personalization

In his famous novel, 1984, George Orwell wrote, “Big Brother is Watching You.”

When you’re browsing around online, someone is watching you, too. Actually, a lot of someones. Sites collect plenty of data about each and every visitor that passes through. “The more data, the better,” they say.

But you’re already well aware of that because all smart optimizers are watching their visitors (and customers) as closely as possible.

All of that data is now being used for website personalization in an effort to increase conversions. But, by their own admission and according to consumer opinion, it seems that companies are getting personalization all wrong.

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