If you’re Amazon or Apple—congratulations! You don’t have any credibility issues. Most of us aren’t so lucky. Almost all but the biggest of companies have an uphill credibility battle every time a new visitor lands on their site.Keep reading »
Best practices are starting points: If you have no data, start with these. They are not what you should end up with, but they’re often where optimization begins. That’s an important distinction.
This post applies Jakob Nielson’s 10 Usability Heuristics to B2B websites that focus on lead generation (as well as “high consideration” B2C sites that lack any transactional functionality).Keep reading »
Has your company’s customer retention rate increased, decreased, or maintained the status quo over the past five years?
Are you actively working on retention? Have you outlined and initiated a formal customer retention strategy?Keep reading »
In marketing, a call to action (or CTA) is any message designed to prompt an immediate response or encourage an immediate sale.
According to Wingify, almost 30% of all A/B tests run by their customers are call-to-action button tests. But only one in seven of those call-to-action tests produces a statistically significant improvement. When it does, however, the average increase is 49%.Keep reading »
The easier your website is to use, the more people use it. An essential part of “easy to use” is intuitiveness. Intuitive design means that when a user sees it, they know exactly what to do.Keep reading »
A value proposition is a promise of value to be delivered. It’s the primary reason a prospect should buy from you.
It’s also the #1 thing that determines whether people will bother reading more about your product or hit the back button. On your site, your value proposition is the main thing you need to test—if you get it right, it will be a huge boost.Keep reading »
Confirmation emails are emails sent to a customer after an online purchase or signup.
These standard, expected emails are often as delightful as your typical in-store receipt (read: not at all delightful).
Because confirmation emails are triggered by the user’s actions, your customers are expecting something—which means they open, notice, and engage with confirmation emails more than they might with other email types.Keep reading »
We live in a world of short attention spans. Attention span is the amount of time that a person can concentrate on a task without becoming distracted.
That task could be learning about your product, figuring out if your service is right for them, etc. In other words, it’s kind of important. You need to learn how to grab attention—and hold it—for your website visitors.Keep reading »