You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing

Awards can add a lot of credibility, especially if the award emphasizes an important part of your value

What is often missing in “best practice” recommendations is a consideration for your unique business environment, goals, and target audience. Your website should be a vehicle designed to uniquely communicate the value proposition of your product or service and then make it easy for visitors to take the desired action.

Target-market summaries are often criticized for lacking insight into the individuals. It can be difficult for you as a marketer to really connect with your customers if you can only think of them as a faceless mass labeled with these cold data points. That impersonal feeling has led to the popularity of personas as a marketing tool.

A conversion funnel has two parts: the persuasive end, also called the top of the funnel, and the transactional end, or bottom.

don’t use CAPTCHA fields if the form is for important conversions.

An emotive appeal uses descriptive copy and evocative imagery to paint a picture of the benefits your prospect will experience. An effective emotive page creates an aspirational picture that resonates with the prospect’s desires.

Researchers can unintentionally influence user-testing participants and change the results.

In persuasion marketing, a skilled conversion strategist knows how to communicate the value proposition and build desire in the prospects. This is where you create motivation for completing the call to action. It involves communicating the right message to the right people at the right time with clarity.

test layouts at the page-template level to find the best layout and site-wide content. Testing template pages typically involves hypotheses related to eyeflow, layout clarity, and overall company value proposition. These types of tests tend not to be focused on testing the value proposition of individual products.