Conversion/Testing
Conversion/Testing
A Landing Page Checklist
Dr. Wilson offers a comprehensive checklist of items to remember and include when developing a landing page or product page. Used carefully, this checklist will help significantly raise conversion rates on a website. This checklist may be reprinted, hosted, and distributed on other websites, so long as all elements remain unchanged.
Apr 29, 2008, 12:50
Conversion/Testing
How to Improve Site Stickiness via Scent of Information with Bryan Eisenberg (7:32)
 In this video interview at SES London, Bryan Eisenberg explains how deliberately providing information "scent" helps retain people on a landing page, improving site stickiness and cutting bounces back to the search engine. He sees scent as the keywords or concepts that a person is looking for. Once they find the scent on your landing page and decide to stay momentarily, you must anticipate their next questions and provide links to answer their next queries.
Apr 15, 2008, 01:33
Conversion/Testing
How to Use Personas to Improve Sales with Brian Eisenberg (8:31)
In this video interview, Bryan Eisenberg explains what a persona is -- a particular type of customer whose buying patterns have predictable characteristics. He begins with four classic personality types: competitive, methodical, spontaneous, and humanistic. With data from keywords, sales people, customer service reps, etc., a persona can be developed for each type. Then copy for landing pages can be designed to speak to each persona -- substantially increasing conversion rates.
Apr 8, 2008, 01:18
Conversion/Testing
Why Customer Product Reviews Boost Online Sales
Dr. Wilson cites studies that indicate customer reviews as an important element to increase online sales of both products and services. While shoppers are looking for strong positive reviews, an occasional negative review adds credibility to the other reviews. He also indicates vendors and scripts to add customer reviews to your site.
Feb 19, 2008, 07:20
Conversion/Testing
How to Use Testimonials to Increase Your Conversion Rate
Dr. Wilson explains why testimonials are effective on a landing page. he describes the elements of a good testimonial and explains how to secure and place testimonials.
Feb 5, 2008, 07:15
Conversion/Testing
How to Write an Effective Headline. Part 1: Basic Principles
Dr. Wilson explains the absolute importance of writing effective headlines for landing pages, webpage titles, PPC ads, and subject lines. Then he outlines the basis of appeal (self-interest, news, curiosity), the purpose of headlines, the key questions that help you get to your key selling proposition, and the importance of testing.
Jan 29, 2008, 12:31
Conversion/Testing
Tightly-Focused Landing Pages Result in a Higher Conversion Rate
Dr. Wilson calls for a very disciplined focus for landing pages. Strictly eliminate any elements -- especially navigation links -- that are not strictly relevant to eliciting the desired action -- e-commerce sale, lead generation, subscription, or whatever your goal is. He gives a simple JavaScript program designed to open small, dead-end windows when a link is clicked on. Specific action -- not general branding -- is the goal of landing pages.
Jan 22, 2008, 09:25
Conversion/Testing
Book Review: Marketing Sherpa's Landing Page Handbook (2nd Edition) -- How to Raise Conversions: Data and Design Guidelines
Dr. Wilson reviews MarketingSherpa's new Landing Page Handbook (Second Edition). He calls it "easily the most thorough book in print on how to build landing pages and online sales systems." While the book contains minor flaws, it is highly recommended.
Jan 15, 2008, 09:33
Conversion/Testing
How to Develop Personas that Will Boost Your Conversion Rates
Dr. Wilson defines a persona as detailed profile of a customer type. Steps to utilize this approach are: (1) Research your customer base, (2) develop several personas or customer profiles, (3) design a sales system for each persona, and (4) segment visitors into sales paths. He recommends Bryan and Jeffrey Eisenberg's books Waiting for Your Cat to Bark and Call to Action, as well as MarketingSherpa's Landing Page Handbook.
Jan 15, 2008, 07:55
Conversion/Testing
Optimizing Landing Pages & Conversion Paths with Scott Brinker (video 6:03)
 Web Marketing Today interviews Scott Brinker of LiveBall (Ion Interactive) regarding optimization of landing pages and conversion paths -- multiple paths to conversion based on customer behaviors.
Oct 9, 2007, 05:01
|
|
