for further study

INFOGRAPHIC Crafting the Subject Line that Gets Your Email Read – Litmus

Jan 28, 2013 03:37 pm

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  • We’ve seen in email tests that subject lines can have implications far beyond the open rate. We’ve seen two identical emails with identical landing pages have the same open rates and the same click-through rates (CTR), but one generated more sales than the other.What’s the difference? The subject line.In short, subject lines are important.
    And they are difficult to write.
    This infographic does a great job of boiling things down to help remove the indecision when you are writing subject lines.

by: Brian Massey
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Build a Conversion Rate Heatmap by Hour & Day of Week in Google Docs

Jan 26, 2013 04:02 pm

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  • When we dig into a site’s analytics, we try a number of different approaches to the data. Sometimes interesting things pop out, and sometimes the data looks “as expected.”This is an analysis we are going to start adding to our analysis: Heatmap of Conversions by Hour of Day. We will modify it for our ecommerce clients (as we track Revenue per Visit, or RPV).You might try this and see if there is an interesting pattern in your data.

by: Brian Massey

It’s Not My Job: Why Marketing is Broken

Jan 26, 2013 09:58 am

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  • @TheGrok (Bryan Eisenberg) is one of the founders of the performance marketing movement — we’ve called it conversion marketing. He has the cred to ask the hard questions. In this very impactful article, he asks “Really, is this so hard to do?” of the email marketers whom he sees as “broken.”These examples should leave you with a feeling of, “Oh yes. I get it now.”That can be a very valuable feeling.

by: Brian Massey
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Jan 23, 2013 08:11 pm

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  •  @eConsultancy brings the excellent teaching of Claude Hopkins Scientific Advertising into our online world. It’s almost conversion steampunk until you realize that we haven’t invented very much original.And we’ve left some smart ideas behind.Enjoy these nine tips and you should be able to find a free PDF of Hopkins’ book somewhere on the Web.If not, email me.

by: Brian Massey
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Jan 23, 2013 07:07 am

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  • When you place the logos of third parties on your site, you are “borrowing” the trust they have created for yourself. Such logos include client logos, website certified logos, associations you belong to, and even the credit card company logos found on checkout pages.Here is an interesting study on which common trust symbols are perceived as most trustworthy.

by: Brian Massey
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Jan 05, 2013 01:04 pm

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  •  @Peeplaja has just saved you a whole lot of time. He’s done the research and found the studies that you can use to refute the often poor advice your designers are giving your Web team.Spend some time with this post and the links he references if you want to consistently create effective, high-converting websites. – Brian Massey

by: Brian Massey

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Google Analytics Tips: 10 Data Analysis Strategies That Pay Off Big!

Jan 02, 2013 11:43 pm

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@Avinash Kaushik has a unique ability to make analytics human. I don’t share many analytics posts with you, as I don’t want to scare you off. But I fear I may be underestimating you.

Here are ten very good ways to get to know your visitors through Google Analytics. I believe you will be energized and excited if you open these reports in your own Google Analytics account.
This is a great way to start appreciating your visitors in ways that will make your site more successful.

by: Brian Massey

Karon Thackston: Phrasing Discount Offers for Maximum Results by Getentrepreneurial.com

Dec 29, 2012 01:47 pm

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How you phrase a discount is a powerful way to increase conversions. Some visitors do not like to do math, or will do it wrong. Therefore, offering 20% off is less effective than save $18. However, high discounts (50%, 90%) may draw buyers more powerfully than the dollar value.

You have to find out for yourself.
Karon offers a nice list of alternatives and some links to research for your enjoyment.

by: Brian Massey

The Top 5 Website UX Trends of 2012 | UX Magazine

Dec 29, 2012 01:40 pm

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While good UX (User eXperience) does not always translate into higher conversion rates or revenue per visit (RPV), these trends point to excellent hypotheses for what MIGHT increase the performance of your site.

  1. Single Page Sites: Simplicity is often a great way to increase conversion rates
  2. Infinite scrolling: Consider this for category pages. I haven’t tested this yet.
  3. Persistent top nav: I am very curious to see if this increases CR and RPV. Let me know if you’ve tested it.
  4. Web 2.0 Aesthetics: I hope this includes the rotating banners at the top of so many sites.
  5. Typography Returns: Your message is the most important part of your conversion optimization plan. Typography can help… or hurt

by: Brian Massey

Mobile app or mobile site?These are the stories that caught the eye of The Conversion Scientist last few weeks. If you are a curious marketer looking to learn more about conversion, please subscribe my weekly recommended reading list, For Further Study.
The new book is being announced at Conversion Conference Chicago. For more, sign up to get a copy of my up-coming book: Your Customer Creation Equation: Unexpected Website Formulas of the Conversion Scientist.

22 Amazing Mobile Email Marketing Statistics-Mass Transmit

Jun 11, 2012 06:06 pm
In my upcoming book, I make the case that email is preferable to social media for storing market attention. You might think that, in the era of mobile devices, my preference for email may seem quaint.
Think again.
Clearly, mobile devices and email go together like milk and Cap’n Crunch cereal. Only healthier. Enjoy these stats and keep that email coming!

Mobile Site or Mobile App: Which Should You Build First? [INFOGRAPHIC]

I only touch on the issue of Mobile Apps in my new book Your Customer Creation Equation. So I’m happy to share this very helpful infographic on Mobile websites vs. Mobile apps.
Is it just me, or is it clear that mobile websites are the way to go (except in extreme situations)?

Buddy Media CEO Makes Unforgettable ‘We Got Bought’ Video

Jun 05, 2012 08:06 am
How is this touching video different from your corporate press release? In every way. “The Human Voice is Unmistakeable.” In Your Customer Creation Equation (coming in June) I make the point that your business should be using the content it naturally makes to feed your audience.
Clearly Michael Lazerow is good with an iPad and Keynote.
What are you good with?

How to Build and Operate a Content Marketing Machine | SEOmoz

May 29, 2012 03:24 pm
It is a great sign that @SEOMoz included Conversion in their grand plan for Content Marketing. This infograph considers conversion a key component of content marketing, but in my upcoming book on conversion I make content a key part of conversion marketing. Different approaches, same result.
Enjoy the Infograph.

What makes a 30 second movie go viral? | Webreep Blog

May 14, 2012 07:26 pm
This is a very geeky look at what makes video go viral. Very geeky. That’s why I love it. Dr. Brent Coker introduces us to the Branded Viral Movie Predictor (BVMP). Yes, it even has an acronym. If you’ve considered doing a video in the hopes that it might “go viral,” read this first and be sure you have the appropriate doses of congruency, emotive strength, network involvement and paird meme synergy. Don’t you love science?

imageThese are the stories that caught my eye last week. If you are a curious marketer looking to learn more about conversion, please subscribe my weekly recommended reading list, For Further Study.

For more, sign up to get a copy of my up-coming book: The Customer Creation Equation: Unexpected Formulas of the Conversion Scientist. You’ll also get a free 40 minute video on your Conversion Formula.

The Product Page 2012: 7 Must-Test Elements

Feb 27, 2012 08:22 am

@TheGrok  says “Test your product headline to be benefit oriented as opposed to just product name.” I hadn’t considered that. Good lists always tell you something you hadn’t thought of and Bryan has such a list for Online Stores and Publication sites who feature their offerings on Product Pages. Product pages are the money pages on your site, and are one of the first places to look for optimization opportunities.

Tags: product pages testing split e-commerce online store
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The Shocking Truth About How Web Graphics Affect Conversions

Feb 27, 2012 01:14 am

@KISSMetrics – David Ogilvy is experiencing something of a renaissance these days as his experience and research in offline marketing are proving true in online marketing. And we need him. Images are an abused medium on the Web, and this article points out mistakes that you are probably making.

There are some real nuggets here, such as “Captions under images are read on average 300% more than the body copy itself” Ask your designer what research he has for his decisions.

This is an important article, and you should read it before you blindly follow the advice of lazy designers.

Tags: design images photography stock
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Every week I share with you the articles and posts from the world of online sales conversion that educate and inspire me. It is offered to you for further study.

How To Build a High Converting Landing Page: Rules, Process and Critique – ConversionXL

Nov 18, 2011 12:02 am
Here’s a good check list for designing a landing page.
Tags: landing page landing pages
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Email marketing frequency and cadence defined | DMA Email Marketing Council Blog

Nov 15, 2011 09:54 pm
@tawatson This is a smart way to look at email frequency, or cadence by comparing it to a British telephone ring. I especially like having a “maximum time between emails.”
Tags: email frequency email marketing
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PubCon: Social Media Conversion Optimization with Brian Massey | Search Engine Journal

Nov 15, 2011 02:35 pm
This is a nice summary of my @PubCon Masters Group Training. You can watch the free 14 minute video of my PubCon “Social Moonshine” presentation at http://conversci.com/vuh8
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A New Way to Create Urgency and Social Proof on Product Pages « Get Elastic Ecommerce Blog

Nov 13, 2011 10:43 pm
While this article focuses on urgency and social proof, take a look at the way this Ruby Lane product page is designed.

  1. Price is prominently displayed
  2. Add to Cart button is high on the page
  3. Shipping is handled before entering checkout
  4. The product description is near the hero shot (and well written)
  5. Several high-quality photos are provided.

All are above the fold or close to it. Are you working this hard to help your visitors buy?
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Content Marketing in a Blink: The Content Grid v2 [Infographic] | Eloqua Blog

Oct 18, 2011 03:59 pm
Does your company have a Markishing department yet? That’s a Marketing/Publishing department, and if you don’t you better start working on it.
This infograph from Eloqua illustrates the power of content at various stages of the purchasing cycle. You don’t have to be an enterprise to be using this kind of markishing approach to marketing. Learn about content development and cascades in my up-coming book.
Tags: content marketing publishing content infograph eloqua
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‘Try demo’ or ‘Buy now’: A/B testing finds which button increased clickthroughs by 47%

Oct 18, 2011 03:25 pm
In my new book — see preview on Facebook — I isolate five conversion signatures, one of which is right for your website. One is the Site as a Service signature, and the first conversion strategy is “Turn Visitors into Tryers.”
This case study bears out the importance of that strategy. SaaS sites have an advantage over ecommerce sites in that their visitors can try the product right there on site. Why not offer a trial? Find out the other strategies in a free video introducing the book’s core concepts.
Tags: demo buy testing button call to action
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12 Important Places You’re Forgetting to Add Calls-to-Action

Oct 17, 2011 07:55 am
“I may have an answer to your questions.”
Doesn’t this sound hopeful? And you do. Whatever industry you are in, it is fundamentally your duty to understand your market’s problems and to figure out how to solve them. The philosophy of content marketing is that teaching prospects about their problems is as important as teaching them about your solutions.
So, if you have some helpful knowledge that helps prospects solve problems, how are you letting them know that you’re there for them?
Here are twelve ways to call attention to what you offer. Then you can let the content speak volumes for your solutions.
Tags: content content marketing call to action conversion
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PPC Help: Improving your Landing Page | Trada

Sep 28, 2011 08:39 pm
I’ll say it again: If your SEM company isn’t INSISTING on helping you with landing pages; if they are satisfied to pick any page on your site as a destination for your expensive PPC marketing; then you are being taken to the cleaners.
Most of what you need to know is right here in this article. Contact me if you still have questions.
Tags: PPC help landing page landing pages
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How To Implement Rel=Author

Sep 28, 2011 10:36 am
Google+ is affecting search rankings for authors on the web, so we need to make sure we’re playing the game. This article from @AjKohn of tells us how to establish ourselves as the masters of our content in the eyes of Google using the “rel” attribute in our links.
Tags: google seo rel=author google+ author
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Fiber One Sparks Up Boomer Love With Cheech and Chong | ClickZ

Sep 26, 2011 05:35 pm
It is always tough to market to a specific target. Here Fiber One is clearly targeting boomers, and a particular brand of boomer. No doubt this will hurt their sales to conservative families. There will be some backlash. But, we all must be creating content for more and more specific markets, and walking away from the others if we’re going to grow our businesses. Hat tip to Fiber One: may your bravery be rewarded with sales and market share.
Tags: content targeting Boomer Fiber
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Language, context and conversions: thoughtful prose from the pros | SEO Copywriting

Sep 26, 2011 03:19 pm
“The Internet isn’t passive. When you search online, you plan to do something:  buy, learn, play, find.  As soon as you go to Google, Yahoo or Bing, you’re on the hunt.”
There are those among us who have a true command of words and their use. I marvel at them. It is a power that is critical to persuasion, conversion and selling. Gabriella Sannino clearly sees it as a power to help people solve their problems. What better brand experience can you deliver than to help someone find answers to their questions?
Tags: writing copy seo conversion
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Roy H. Williams, benefactor of the enigmatic business school The Wizard Academy has a simple formula that you should study:
Salience
“Salience” is that magical moment when your message enters your prospects’ long-term memory. It means your message will not be swept from the short-term memory that most marketing messages float in.
Relevance is simply how important your message is to a prospect’s current problems. Messages gain relevance when they are helpful, educational, titillating or entertaining.
Frequency is the number of times someone is exposed to your message.
The enemies of Relevance, then are messages exclusively about your promotions, your company or your products, or messages sent to infrequently.
The enemies of frequency are lack of repetition and invisibility. Social media messages have very short lifespans. Thus, for most people, they are invisible. The ubiquitous Leo Laporte complains that, when his posts suddenly stopped appearing on Google Buzz and Twitter, that no one noticed. He didn’t even notice for two weeks.

Email for Salience

Email is highly visible. It is the biggest social network on the planet. Most business professionals spend their day in email. It is how they managing their work.
If email is not working for you, it is probably because of low frequency. Email is a personal medium, and we all are afraid of being seen as spammers by sending too much email.
In The Instant Curated E-Newsletter That Your Prospects Will Love I describe how to automatically create a relevant, frequent email from the industry articles that you are reading every day. You are curating the content, but other talented writers are doing the work.
All you have to do is bookmark relevant articles.
Subscribe to “For Further Study” a curated e-newsletter from The Conversion Scientist.
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