CXL - All Things Data-Driven. Conversion Optimization Blog

Should You Get Rid of Your Website's Lead Forms?

The lead capture form has become one of the most ubiquitous tools in a marketer’s toolbelt.

For a decade now, it has been the mechanism that makes inbound marketing and lead generation possible.

As a result, many marketers have become obsessed with optimizing forms.

It has always seemed like a given that if your conversion rate is slumping, you could fix it by making some adjustments to your forms (e.g. reducing the number of fields).

And while making incremental changes to your forms can boost conversion rates in the short-term, what happens when there’s a fundamental shift in the way people prefer to buy?

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Funnel Analysis: Finding and Fixing Conversion Problems with Google Analytics

The conversion funnel is the most important part of every e-Commerce website. It’s where the magic happens: visitors turn into customers, fulfilling the purpose of your website.

But sadly, as we know, not all visitors who put a product into their carts end up buying.

This is what’s known as a dropout or cart abandonment. The visitor initiates his journey through the conversion funnel, but he never completes it. Why?

Visitors do not complete their journey through the funnel for any number of reasons. Frequently, we have to guess at the reason for an abandoned cart.

But, using Google Analytics, we can locate where they quit.

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How to Avoid Being Deceived By Data

From the outside, it seems like data is impartial. It’s cold, objective, accurate.

In reality though it’s more complicated. In the hands of someone with an agenda, data can be weaponized to back up that viewpoint. Even in the hands of someone benevolent, data can be misinterpreted in dangerous ways.

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A Step-by-Step Guide to Conducting Competitive Analysis

“Never interrupt your enemy when he is making a mistake.” —Napoleon Bonaparte

When your competitors make mistakes, it makes winning so much easier. But what if it’s you who is making a mistake, while your competitors are off to the races? You won’t know until you figure out what your competitors are up to.

Knowing what the competitors are doing – how they are thinking about the market, what tactics they are using, how they are crafting messages and design – can make all the difference in the battle for the customers’ mind share and conversions.

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The Complete Guide to Writing Product Descriptions That Convert

Most product descriptions are awful. Or worse, non-existent.

Product copy and product descriptions seems like such minor parts of a website in the grand scheme of conversion optimization, so many brands brush it off. But for companies doing it right, writing excellent product descriptions is a great way to sprinkle brand personality in a place that most people don’t expect it.

In fact, some companies do product copy so well that it’s almost a feature of the product itself.

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