CXL - All Things Data-Driven. Conversion Optimization Blog

Single Keyword Ad Groups

Improving your Quality Score, increasing your clickthrough rate (CTR), reducing your ad spend without compromising results… these are all top-of-mind for PPC marketers using AdWords.

Recently, we increased our CTR by 28.1%, improving our Quality Score from 5.56 to 7.95 (out of 10). How’d we do it?

Through single keyword ad groups, a little-known tactic that smart marketers are using to maximize their PPC spend.

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Affiliate Marketing

Bo Bennett once said, “Affiliate marketing has made businesses millions and ordinary people millionaires.”

Of course, affiliate marketing has this mysterious aura about it. Many of the top search results for the term are focused on what it is and whether you can make money from it.

The truth is that it’s not all that mysterious. It’s nothing more than another marketing channel for you to experiment with, analyze, optimize and grow.

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Post-Purchase Emails

A common mistake ecommerce store owners make is accepting the sale as the end-goal. It is easy for brands to think in such a transactional way; looking beyond each purchase can prove challenging.

A 2014 survey by Econsultancy revealed, “Just 42% of companies are able to measure customer lifetime value.” Though the remaining 58% understand the importance of customer loyalty and retention, they may find it difficult to execute and analyze customer happiness and conversion campaigns.

For a business to thrive, it must provide customers with long-term value that translates into repeat purchases and, thus, increases the customer’s lifetime value to the company.

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What Does the Future Hold for Conversion Optimization?

“It’s tough to make predictions, especially about the future.” – Yogi Berra

Digital marketing moves at a fast pace. One year something works, and the next year it is obsolete.

Similarly, conversion optimization moves quickly. Sure, there are some core skills that seem foundational and everlasting, but year to year there are also some new skills that crop up.

What are the skills someone should invest in learning if they want to be a top 1% optimization expert in 5 years? What should they learn today?

What are the industry and technology trends that are fueling the need for these skills?

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Price Perceptions of Products with Utility Vs. Hedonism Copy [Original Research]

Inspired by some great feedback on our Ecommerce Price Perception and Image Size Study, we wanted to explore price perceptions again, this time related to differing product descriptions.

Do consumers find more value in a blender that makes creamy smoothies and shakes, or a blender with 750 watts of power? What type of product descriptions depict a seemingly high-value product, hedonic ones or utilitarian ones? In this CXL Institute study, we test three different products to explore this question.

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How to Argue

Here’s a common phrase that perhaps you’re familiar with: “Don’t raise your voice, improve your argument.”

As an optimizer, you’re in the business of arguing. You’re constantly arguing with your visitors about whether they should leave their email or not, buy something or not.

Improving your argument, even just a little bit, can have a huge impact on your conversion rate. That’s where rhetoric and persuasion come in.

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