Conversion / Testing

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Writing For Higher Conversions (Part 1)
In this article, conversion specialist Tim Ash explains the basics of writing in order to improve conversions. In this first part of a two-part series he encourages writing in an inverted pyramid style, since visitors tend to read little and skim, as well as clear headlines, one-idea paragraphs, and short pages. Jun 23, 2009

The Winning Edge in Online Sales with Bryan Eisenberg (4:23)
In this video interview, conversion expert Bryan Eisenberg explains how nimble, quick-to-execute small businesses can gain an advantage -- the winning edge -- over larger businesses that are slower to make needed improvements. Jun 2, 2009

Review: Always Be Testing
Dr. Wilson reviews Always Be Testing by Bryan Eisenberg and John Quarto-vonTivadar. For those trying to figure out how to test and what to test in order to improve their online business, this is the book to start with. Apr 28, 2009

How to Get Compelling Descriptions into Your Search Results
Usability and conversion expert Todd Follansbee explains why the descriptions or snippets in search results are so important for relevancy and getting click-throughs that results in conversions. He explains how Google determines the snippet, how to write effective description META tags, and how to test for compelling descriptions. Feb 10, 2009

Segmenting Shoppers Using 2-Step Landing Pages to Boost Conversion Rate, with Scott Brinker (4:08)
In this video interview, Scott Brinker of IonInteractive.com explains how 2-step landing pages can be used to segment click-throughs from generic keywords to boost conversion rates 2- or 3-fold. Nov 25, 2008

Uncovering Site Problems for Landing Page Optimization. Part 2
Finding problems with your landing pages is the first step to optimizing them for higher conversion rates. In the second part of a 2 part series, Tim Ash explains how expert usability reviews, focus groups, eye-tracking studies, customer service reps, surveys, forums, and blogs can help you to spot problems. Nov 4, 2008

Landing Pages 2.0 with Scott Brinker (4:49)
Scott Brinker explains some landing page features that can sometimes double the conversion rate of standard landing pages. Features include: multi-page landing experiences, conversion pathways, use of flash and video on landing pages, and micro-forums on thank you pages where questions can be asked. Oct 21, 2008

Uncovering Site Problems for Landing Page Optimization. Part 1

In the first of a two-part series, Tim Ash explains how to identify problems with your landing pages. In this article he discusses what you can learn from Web analytics, on-site search, and usability testing so that you can begin meaningful landing page optimization.

Sep 9, 2008

How to Make an Effective Call to Action Button
Todd Follansbee explains the secrets of call to action buttons and hypertext links. He discusses wording, placement, graphic look, alt tags, title attributes, and mouseover effects. Aug 19, 2008

Determining Your Audience for Great Landing Page Conversion with Tim Ash (7:21)
Tim Ash explains the importance of determing the classes of people who interact with the 'mission critical' elements of the website. Don't organize your site by functional departments, he says, but rather by the classes of visitors who use your site. Then determine the tasks they perform by role. Aug 18, 2008