CXL - All Things Data-Driven. Conversion Optimization Blog

What You've Forgotten About Landing Page Optimization

When creating landing pages, marketers tend to focus all their efforts on optimizing page elements — making sure the headline engages the visitor, testimonials speak to your unique value proposition, the lead capture form is correctly formatted, and the CTA button jumps off the page.

That’s all marketers need to generate high quality leads, right?

Then why is it that professional landing pages — getting decent traffic numbers — don’t produce conversions a lot of the time?

It’s because marketers forget about the visitor in the conversion equation.

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How Not to Minimize Cancellations [Rant]

If you run a subscription business, cancellations are part of the package. You need to focus on retention to win, but cancellations / churn happen no matter what.

You should minimize cancellations by improving your service and/or getting the right kind of people in the door. Not by making it harder to cancel. Keep reading »

Smoke Test

Think you’re sitting on the next big idea for a product or a product feature? Before you spend dozens of hours and tens of thousands of dollars on the idea, you need to validate it.

In other words, you need to make sure your audience is just as excited about the idea as you are.

So, how can you validate the ideas sitting in your startup notebook or your product feature backlog without wasting resources? By running a smoke test.

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Behavioral Personas

Retention is the key to building a great business.

When your core product experience brings your users back time and time again, you gain some incredible advantages. You spend less on acquisition, learn from your users faster, and start building a community through word of mouth and referrals.

If you can’t retain your users, you’re going to spend more on acquisition while not growing as quickly. You’ll spread distaste for your product, not delight. Soon, you’ll find that there are no more users out there to churn through.

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