CXL - All Things Data-Driven. Conversion Optimization Blog

13 Empirically-Backed No BS Form Design Best Practices

If you’re not following form design best practices, you might be leaving a significant amount of money on the table.

While forms aren’t the sexiest part of conversion optimization, they tend to be the closest to the money, the macro-conversions. Spending a little time optimizing forms can be some of the most important optimization work you can do.

Of course, best practices don’t work the same on all sites. It’s contextual. But generally, implementing form design tactics that work more often than not is a good way to get started.

Keep reading »

Agile Marketing: How to Implement Scrum for Digital Marketing

Agile marketing may not be a phrase you hear often, but it’s becoming increasingly popular and important.

Traditionally associated with development and product management, agile is a lightweight and, well, agile framework for software development and bringing features and products to market.

It stands in opposition to “waterfall” production methods that treat analysis, design, coding, and testing as discrete phases – where in agile they are treated as continuous.

As marketing becomes more data-driven, quantitative, and iterative, we can use many of these same management practices to hone our marketing campaigns, mitigate risk, and ultimately ship more effective marketing campaigns.

Keep reading »

Personalization: How to Build a Revenue Boosting Program from Scratch

Did you know that Netflix has only 90 seconds to find a show that suits a user before she gets frustrated and quits? According to a recent academic study, “a typical Netflix member loses interest after perhaps 60 to 90 seconds of choosing, having reviewed 10 to 20 titles (perhaps 3 in detail) on one or two screens.”

How does Netflix manage to find the right show for the right user so quickly?

According to the same study, 80% of its customers’ video plays comes from its personalized recommendation engine. Netflix estimates the value brought by this personalized recommendation system at a billion dollars per year.

That’s a serious win achieved through personalization.

Keep reading »

Beyond Reason: 8 Subconscious Marketing Techniques to Boost Sales and UX

According to research by Harvard Business School professor Gerald Zaltman, up to 95% of our purchase decisions are directed by subconscious mental processes.

As digital marketers, we know this intuitively. How many articles have you read that advised you to appeal to the emotional, irrational, subconscious part of the brain?

Despite this evidence, a majority of marketing efforts still focus on making logical appeals to a rational mind.

Keep reading »

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?

Keep reading »

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.

Keep reading »

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.

Keep reading »