Infographic: The Perfect Execution of Conversion Rate Optimization

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if CRO is done properly

Today’s infographic is a good primer on what it takes to effectively run a conversion rate optimization campaign. However, one thing that I would like to add to this recipe is documentation. Conversion rate optimization is a science project. You’re dealing with data, hypotheses, results, measurement techniques and sources of error. Sounds like chemistry class right? Proper documentation is extremely helpful for interpreting results, understanding sources of error and providing historical record keeping for future testing. If you’re running conversion rate experiments today, you may have to hand the baton off to someone else when you move on. If you’re…

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How to 3X AdWords Conversion Rates Without Touching AdWords

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Over the last six months or so, one of my colleagues and I have been able to cut the cost of conversion by 2-3x, from over $325 per conversion to under $100. Here’s what that looked like:

rlsa cost per conversion

Pretty impressive, right? If you can cut your cost per conversion that much, you can drive way more conversions with the same advertising budget. So how did this happen?

What Happened?

It’s often extremely difficult to connect cause and effect in search marketing, because there are so many variables changing at the same time. However, this analysis was aided by the fact that I hadn’t made any changes to the campaign in question:

Did we change the landing page? No. New bid strategy? Nope. New ads? No. We ran the same ads over the entire time.

I had done nothing at all to the campaign over the period in question, as it was a smaller RLSA campaign that we didn’t bother focusing on because it wasn’t housing a ton of spend.

When I discovered CPAs had gone down so much, I needed to know what the heck was going. It’s not every day an untouched campaign goes bonkers like this!

The first thing I checked was to see if the CPCs were going down. That could play a huge role in lowering CPAs. But as you can see here, the CPC is steady from week to week, with the exception of August where I had to turn off the campaign for 3 weeks for budget reasons.

rlsa cost per click

It wasn’t that click prices were going down – it was that that the conversion rates were going way up. From the 2% range to the 7-8% range in recent months, as shown here:

adwords rlsa conversion rates

How Did Conversion Rates Triple So Quickly?

Here’s what was different: During the time period in question, the company ran Facebook ad campaigns targeting higher-funnel audiences corresponding to people who have the same interests and demographics as their buyer persona. The audience size was approximately 20 million people.

We bombarded this selected audience group with tons of different videos, ads, offers and content. On average people in the target audience saw the ads just over 10 times each between February and October of 2017, as shown here:

facebook ad campaigns reach

The Facebook ads generated clicks and conversions as you would expect from any pay-per-click advertising campaign.

But I believe the campaigns had an additional halo effect of creating a strong brand bias among the people who clicked through to the site, which profoundly impacted the RLSA campaigns, since they only target people who have previously visited your site.

Over the spring and summer months, we bought a ton of Facebook ads, bombarding their newsfeeds with ads (essentially manufacturing brand affinity), and the conversion rates for the RLSA campaign went up every month.

What we’re seeing here is that people with stronger brand affinity have higher conversion rates than people without any, because people tend to buy from the companies they have already heard of and begun to trust.

What does it all mean?

I’m a CRO skeptic. I think there’s a lot of the CRO bs out there that is just a bunch of smoke and mirrors.

Most of the time when people talk about conversion rate optimization they focus first on the obvious things like tweaking ad copy and landing pages or changing your bids – yes, these are all important things we must attend to, but they rarely yield sustainable 200-300% decreases in cost per conversion.

conversion rate optimization hacks

When it comes to increasing conversion rates and lowering CPA, the unicorn of all conversion rate optimization hacks is to create brand affinity among your target audience, for your business.

Quantifying the impact of brand affinity on direct response marketing is very difficult to measure, but this case study isolates a lot of the noise and illustrates the huge impact it can have on purchasing decisions.

Your Blog Design is Bollocks (And How You’re Gonna Fix it)

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One page, one purpose. If you’ve spent any time in the CRO world, or read even a single article on landing page optimization, you’ll have heard this catchy little slogan. And yet, unlike the majority of marketing advice containing little substance, this is a phrase which can drastically change the effectiveness of your site’s pages. How? By focusing your page’s intent. Having only one purpose removes extraneous CTAs, helps target your messaging, and makes it easier to track actual success. I mean, if your page has 10 CTAs (and we assume each has an equal chance of being taken) then…

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The Crazy Egg A/B Test Planning Guide

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A/B Testing, or “Split Testing” as it is also known, can be one of the most useful and powerful tools available for CRO, when used correctly. Without careful planning and analysis, however, the potential benefits of an A/B test may be outweighed by the combined impact of errors, noise and false assumptions. For these reasons, we created The Crazy Egg A/B Test Planning Guide. Our user-friendly guide provides a roadmap through the A/B test planning process. In addition, it serves as a convenient way to record and store your testing history for future review. What is an A/B Test? If…

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The Anatomy of a $97 Million Page: A CRO Case Study

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Posted by jkuria

In this post, we share a CRO case study from Protalus, one of the fastest-growing footwear companies in the world. They make an insole that corrects the misalignment suffered by roughly 85% of the population. Misalignment is the cause of most back, knee, and foot pain. Back pain alone is estimated to be worth $100 billion a year.

Summary We (with Protalus’ team) increased direct sales by 91% in about 6 months through one-click upsells and CRO. Based on the direct sales increase, current run-rate revenue, the “Virtuous Cycle of CRO”-fueled growth rate, and revenue multiple for their industry, we estimate this will add about $97 million to the company’s valuation over the next 12–18 months*. A concrete example of the Virtuous Cycle of CRO: Before we increased the conversion rate and average order value, Google Adwords was not a viable channel. Now it is, opening a whole new floodgate of profitable sales! Ditto for at least two other channels. In part due to our work, Protalus’ annual run-rate revenue has grown by 1,212% in less than a year.

* Protalus’ core product is differentiated, patent protected, and high margin. They also have a strong brand and raving fans. In the Shoes & Apparel category, they’re most similar to Lululemon Athletica, which has a 4x plus revenue multiple. While Nike and Under Armor engage in a bloody price war and margin-eroding celebrity endorsements, Lululemon commands significantly higher prices than its peers, without big-name backers! Business gurus Warren Buffett and Charlie Munger often say that the true test of a defensive moat around a business is “Can you raise prices without hurting sales?” Protalus has this in spades. They’ve raised prices several times while simultaneously increasing units sold — from $39 to $49 to $59 to $69 to $79 to $99 to $119.

One-click upsells: A 21% sales boost

When we do engagements, the first order of business to uncover low-hanging fruit growth opportunities. This accomplishes two things:

It helps the client get an immediate ROI on the engagement It earns us goodwill and credibility within the company. We then have wide latitude to run the big, bold experiments that produce huge conversion lifts

In Protalus’ case, we determined they were not doing post-purchase one-click upsells. Adding these immediately boosted sales by 21%. Here’s how we did it:

On their main sales landing page, Protalus has an offer where you get $30 off on the second pair of insoles, as well as free expedited shipping for both. About 30% of customers were taking this offer.For those who didn’t, right after they purchased but BEFORE they got to the “Thank You” page, we presented the offer again, which led to the 21% sales increase.

Done correctly, one-click upsells easily boost sales, as customers do not have to re-enter credit card details. Here’s the best way to do them: The Little Secret that Made McDonalds a $106 Billion Behemoth.

Below is the final upsell page that got the 21% sales increase:

A screenshot of a cell phone Description generated with very high confidence

We tested our way to it. The key effective elements are:

1. Including “free upgrade to expedited shipping” in the headline: 145% lift

The original page had it lower in the body copy:

Google Experiments screenshot showing 145% lift

2. Adding celebrity testimonials: 60% lift

Google Experiments screenshot showing a 60% lift

Elisabeth Howard’s (Ms. Senior America) unsolicited endorsement is especially effective because about 60% of Protalus’ customers are female and almost one-third are retired. We uncovered these gems by reviewing all 11,000 (at the time) customers’ testimonials.

3. Explaining the reasons why other customers bought additional insoles.

See the three bulleted reasons on the first screenshot (convenience, different models, purchasing for loved ones).

Radical re-design and long-form page: A 58% conversion lift

With the upsells producing positive ROI for the client, we turned to re-designing the main sales page. The new page produced a cumulative lift of 58%, attained in two steps.

[Step 1] 35% lift: Long-form content-rich page

Optimizely screenshot shows 35% lift at 99% statistical significance

Note that even after reaching 99% statistical significance, the lift fluctuated between 33% and 37%, so we’ll claim 35%.

[Step 2] 17% lift: Performance improvements

The new page was quite a bit longer, so its “fully loaded” time increased a lot — especially on mobile devices with poor connections. A combination of lazy loading, lossless image shrinking, CSS sprites, and other ninja tactics led to a further 17% lift.

These optimizations reduced the page load time by 40% and shrunk the size by a factor of 4x!

The total cumulative lift was therefore 58% (1.35 x 1.17 = 1.58).

With the earlier 21% sales gain from one-click upsells, that’s a 91% sales increase (1.21 x 1.35 x 1.17 = 1.91).

Dissecting the anatomy of the winning page

To determine what vital few elements to change, we surveyed the non-converting visitors. Much of the work in A/B testing is the tedious research required to understand non-converting visitors.

“Give me six hours to chop a tree and I’ll spend the first four sharpening the axe.” – Abraham Lincoln

All CRO practitioners would do well to learn from good, ol’ honest Abe! We used Mouseflow’s feedback feature to survey bouncing visitors from the main landing page and the check-out page. The top objection themes were:

Price is too high/product too expensive Not sure it will work (because others didn’t work before) Not sure it will work for my specific condition Difficulty in using website

We then came up with specific counter-objections for each: A landing page is a “salesmanship in digital print,” so many of the techniques that work in face-to-face selling also apply.

On a landing page, though, you must overcorrect because you lack the back- and-forth conversation in a live selling situation. Below is the list of key elements on the winning page.

1. Price is too high/product is too expensive

This was by far the biggest objection, cited by over 50% of all respondents. Thus, we spent a disproportionate amount of effort and page real estate on it.

Protalus’ insoles cost $79, whereas Dr. Scholls (the 100-year-old brand) cost less than $10. When asked what other products they considered, customers frequently said Dr. Scholls.

Coupled with this, nearly one-third of customers are retired and living on a fixed income.

“I ain’t gonna pay no stinkin’ $79! They cost more than my shoes,” one visitor remarked.

To overcome the price objection, we did a couple of things.

Articulated the core value proposition and attacked the price from the top

When prospects complain about price it simply means that they do not understand or appreciate the the product’s value proposition. They are seeing this:

The product’s cost exceeds the perceived value

To effectively deal with price, you must tilt the scale so that it looks like this instead:

The perceived value exceeds cost

While the sub-$10 Dr. Scholls was the reference point for many, we also learned that some customers had tried custom orthotics ($600 to $3,000) and Protalus’ insoles compared favorably.

We therefore decided our core value proposition would be:

“Avoid paying $600 for custom orthotics. Protalus insoles are almost as effective but cost 87% less.”

…forcing the $600 reference point, instead of the $10 for Dr. Scholls. In the conversion rate heuristic we use, the value proposition is the single biggest lever.

We explained all this from a “neutral” educational standpoint (rather than a salesy one) in three steps:

1. First, we use “market data” to explain the cause of most pain and establish that custom orthotics are more effective than over-the-counter insoles. Market data is always more compelling than product data, so you should lead with it.


2. Next, like a good trial lawyer, we show why Protalus insoles are similar to custom orthotics but cost 87% less:


3. Finally, we deal with the “elephant in the room” and explain how Protalus insoles are fundamentally different from Dr. Scholls:


We also used several verbatim customer testimonials to reinforce this point:



Whenever possible, let others do your bragging!

Attacked price from the bottom

Here, we used a technique known as “break the price down to the ridiculous.” $79 is just 44 cents per day, less than a K-cup of coffee — which most people consume once or twice a day! This makes the price more palatable.


Used the quality argument

The quality technique is from Zig Ziglar’s Sales Training. You say to a prospect:

“Many years ago, our company/founder/founding team made a basic decision. We decided it would be easier to use the highest quality materials and explain price one time than it would be to apologize for low quality forever. When you use the product/service, you’ll be glad we made that decision.”

It’s especially effective if the company has a well-known “maker” founder (like Yvon Chouinardat at Patagonia). It doesn’t work as well for MBAs or suits, much as we need them!

Protalus’ founder Chris Buck designed the insoles and has a cult-like following, so it works for him.

Dire outcomes of not taking action

Here we talked about the dire outcomes if you do not get the insoles; for example, surgery, doctors’ bills, and lost productivity at work! Many customers work on their feet all day (nurses, steelworkers, etc.) so this last point is highly relevant.


Microsoft employed this technique successfully against Linux in the early 2000s. While Linux was free, the “Total Cost of Ownership” for not getting Windows was much higher when you considered support, frequent bugs, less accountability, fewer feature updates, and so on.

2. Not sure the product will work

For this objection, we did the following:

Used Dr. Romansky

We prominently featured Dr. Romansky, Protalus’ resident podiatrist. A consultant to the US Men’s and Women’s soccer teams and the Philadephia Phillies baseball team, he has serious credibility.


The “educational” part of the landing page (above the fold) is done in “his voice.” Before, only his name appeared on a rarely visited page. This is an example of a “hidden wealth” opportunity!

Used celebrity testimonials on the main landing page

Back in 1997, a sports writer asked Phil Knight (Nike’s founder): “Is there no better way for you to spend $100 million?”

You see, Knight had just paid that staggering sum to a young Tiger Woods — and it seemed extravagant!

Knight’s answer? An emphatic “No!” That $100 million would generate several billion dollars in sales for Nike over the next decade!

Celebrity testimonials work. Period.

Since our celebrity endorsements increased the one-click upsell take-rate by 60%, we also used them on the main page:



Used expert reviews

We solicited and included expert reviews from industry and medical professionals. Below are two of the four we used:



These also helped address the price concern because some site visitors had expressed discomfort paying so much for an over-the-counter product without doctor recommendation.

3. Not sure the product will work for me

This is different from “Not sure the product will work” and needs to be treated separately. If there’s one thing we’ve learned over the years, it is that everyone thinks their situation is one-in-a-million unique!

We listed all the conditions that Protalus insoles address, as well as those they do not.


In addition, we clearly stated that the product does not work for 15% of the population.

By conspicuously admitting this (NOT just in the fine print section!) you are more credible. This is expressed in the Prospect’s Protest as:

“First tell me what your product CANNOT do and I might believe you when you tell me what it can do!”4. Difficulty in using the site

Several visitors reported difficulty using the site, so we used Mouseflow’s powerful features to detect and fix usability issues.

Interestingly, the visitor session recordings confirmed that price was a big issue as we could clearly see prospects navigate to the price, stare incredulously, and then leave!

Accentuate the customers’ reasons for buying

Most of the opportunity in CRO is in the non-converting visitors (often over 90%), but understanding converting ones can yield crucial insights.*

For Protalus, the top reasons for buying were:

Desperation/too much leg, knee, or back pain/willing to try anything (This is the 4M, for “motivation,” in the strategic formula we use) The testimonials were persuasive Video was convincing

On the last point, the Mouseflow heatmaps showed that those who watched the video bought at a much higher rate, yet few watched it.

We therefore placed the video higher above the fold, used an arrow to draw attention, and inserted a sub-headline:


A million-dollar question we ask buyers is:

“Was there any reason you ALMOST DID NOT buy?”

Devised by Cambridge-educated Dr. Karl Blanks, who coined the term “conversion rate optimization” in 2006, this question earned him a knighthood from the Queen of England! Thanks, Sir Karl!

It’s a great question because its answer is usually the reason many others didn’t buy. For every person who almost didn’t buy for reason X, I guarantee at least three others did not buy!

Given the low response rates when surveying non-converting visitors, this question helps get additional intelligence. In our case, price came up again.

*Sometimes the customers’ reasons for buying will surprise you. One of our past clients is in the e-cigarette/vaping business and a common reason cited by men for vaping was “to quit smoking because of my young daughter.” They almost never said “child” or “son”! Armed with this knowledge, we converted a whole new segment of smokers who had not considered vaping.

Speed testimonials

One of the most frequently asked questions was “How soon can I expect relief?” While Protalus addressed this in their Q&A section, we included conspicuous “speed testimonials” on the main page:


For someone in excruciating pain, the promise of fast relief is persuasive!

Patent protection exclusivity & social proof


Many of Protalus’ site visitors are older and still prefer to buy in physical stores, as we learned from our survey. They may like the product, but then think “I’ll buy them at the store.” We clarified that the product is only available on Protalus’ site.

Mentioning the patent-protection added exclusivity, one of the two required elements for a compelling value proposition.

At its core, landing page optimization isn’t about optimizing pages. A page just happens to be the medium used to optimize thought sequences in the prospect’s mind.

Dr. Flint likes to say, “The geography of the page determines the chronology of thought sequences in the prospect’s mind.” As shown above, we repeated the social proof elements at the point of purchase.

Tying it all together

After systematically addressing each objection and adding various appeal elements, we strung them all in the cohesive long-form page below.

We start with a powerful headline and Elisabeth’s story because it’s both intriguing and relevant to Protalus’ audience, which skews female and over 55. The only goal of a headline is to get visitors to read what comes next — NOT to sell.

The product’s price is not mentioned until we have told a compelling story, educated visitors and engaged them emotionally.

Note that the winning page is several times longer than the control. There is a mistaken belief that you “just need to get to the point” because people won’t read long pages. In fact, a previous consultant told Protalus that their sales were low because the “buy button” wasn’t high enough on the page. 🙂

Nothing could be further from the truth. For a high-priced product, you must articulate a compelling value proposition before you sell!

But also note the page is “as long as necessary, but as short as possible.” Buy buttons are sprinkled liberally after the initial third of the page so that those who are convinced needn’t “sit through the entire presentation.”


We’d like to thank team Protalus for giving us wide latitude to conduct bold experiments and for allowing us to publish this. Their entrepreneurial culture has been refreshing. We are most grateful to Don Vasquez, their forward-thinking CMO (and minority owner), for trusting the process and standing by us when the first test caused some revenue loss.

Thanks to Hayk Saakian, Nick Jordan, Yin-so Chen, and Jon Powell for reading drafts of this piece.

Free CRO audit

I can’t stress this enough: CRO is hard work. We spent countless hours on market research, studied visitor behavior, and reviewed tens of thousands of customer comments before we ran a single A/B test. We also solicited additional testimonials from industry experts and doctors. There is no magical silver bullet — just lots of little lead ones!

Results like this don’t happen by accident. If you are unhappy with your current conversion rate for sales, leads or app downloads, first, we encourage you to review the tried-and-true strategic formula. Next, we would like to offer Moz readers a free CRO audit. We’ll also throw in a free SEO (Search Engine Optimization) review. While we specialize in CRO, we’ve partnered with one of the best SEO firms due to client demand. Lastly, we are hiring. Review the roles and reasons why you should come work for us!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

How to Drive More Ecommerce Sales with Your Product Pages

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Landing page basics

ecommerce landing pages

Most ecommerce websites have many pages: the homepage, an “About” page, individual product pages, product category pages, etc.

Although the homepage is often thought of as the first page your visitor sees, in practice, this isn’t usually what happens. The prevalence of search engines means that any page could potentially be a visitor’s first experience with your site.

Whenever a visitor reaches your ecommerce website, they expect to find content that will keep them interested. Getting them to buy a product from you requires that your website create sufficient motivation and credibility for them to feel safe enough to buy—and helping visitors feel safe means much more than simply convincing them that it’s not risky to leave their personal data with you.

This means that all of the information a prospect needs to make a split-second “Do I trust this?” decision should be visible on the very first page they visit, whatever page that may be.

The idea that a prospect could reach any page on a website directly gave rise to the notion of a landing page, which is simply the page a prospect sees (or “lands on”) first.

Prospects can reach landing pages in multiple ways—via organic search, social media posts, paid campaigns, emails, you name it. Although all pages on a website are landing pages by strict definition, the most important are landing pages designed to receive traffic from paid search or PPC campaigns.

Why are PPC landing pages so important? Well, because you’re paying for ad spend! So that traffic isn’t free. As with most investments, store owners expect a positive return on their paid ad campaigns, both in revenue and number of customers.

With this in mind, let’s talk about ecommerce landing pages in the context of conversion rate optimization (CRO) for PPC or paid search campaigns. In fact, the ruling maxim, postulated by a number of leaders in the field, is that every PPC campaign should have its own dedicated landing page.

What’s the difference between a SaaS landing page & an ecommerce landing page?

Many of the articles about landing pages you’ll find explain software-as-a-service (SaaS) landing pages.

These landing pages are tailor-made to promote a single product or offer. This singular focus simplifies things in terms of what content the page needs to include to convert customers. Plus, a single-product landing page (even with customizable options) can be much easier to promote using PPC.

landing page optimization for ecommerce

This Wistia landing page focuses on one thing: “selling” a free trial of the product

An ecommerce website, on the other hand, likely has multiple products (or even hundreds or thousands)… which means that to sell products in this way, it would need to create an equal number of dedicated single-product landing pages and corresponding marketing campaigns to bring prospects to every product.

This is the reason most ecommerce sites elect to use their existing product pages as landing pages.

From a search perspective, product pages make the most readily usable landing pages.

Most prospects, when they search for something to buy online, will use a product name as their starting search point. In fact, according to one study, 60% of potential buyers will start by searching for a product on a search engine.

ecommerce conversion rate stats

So if your product page is set up correctly, its content—especially the page headline or product description—is likely to appear in relevant search engine results.

Good things to know before you start paying for traffic

Directing prospects directly to a page for a product they might want means you’re setting up motivated prospects with relevant content. It’s a recipe for high conversion.

The only remaining concern is to ensure that your offer is clear, credible, and as friction-free as possible. Friction is one of the main impediments to customer conversion. Friction manifests in your prospects’ reluctance to complete steps in the conversion process. It can be the result of various issues from purely technical problems to ease of use or inadequate content on the page.

Your goal is to make it simple and painless to buy from you instead of a competitor—remember, 61% of buyers will research products online by reading or watching reviews. And about the same proportion will check three different sites for the same product before they buy.

This is where your site can stand out by showing that the purchase process is simple, clear, and safe. A huge proportion of potential customers (69%) will drop out if they find the buying process too complicated. And over half will leave if they have doubts about their payment security.

ecommerce site trust signals

Shipping cost and speed also have an effect on ecommerce sales. The study above showed that 6 out of 10 online shoppers will abandon their cart if there is no free shipping, and 51% will leave if shipping isn’t fast enough.

Have you addressed all of these concerns? Great. Now let’s look at the basic elements of an ecommerce product page that functions effectively as a landing page.

6 elements of an effective ecommerce product page 1. A headline that matches the user’s query and differentiates the product

The headline is a critical element of your product page, as it’s one of the most visible. On product pages, the headline is often the name of the product itself. Match the product page headline copy as closely as possible to the way prospects will search for your product.

KISSmetrics notes,

“Without a good headline, no one reads your copy. And if no one reads your copy, no one clicks your call to action.

That’s why the headline is the most important element on the page. David Ogilvy, the great mad man, found that of everyone who reads a headline, only 20% read the copy.”

When you’re launching a campaign, especially a PPC campaign, tie your ad headline to a product page headline.

ecommerce ppc

In addition, to make sure your product differentiates itself from others online, your headline should immediately transmit the product’s unique value proposition to visitors.

2. Compelling, informative product description copy

Your product landing page copy should, at a minimum:

Describe the product: its construction, materials, overall look and size Point out the ways it can be used Explain its advantages and benefits: AKA the ways it solves the customer’s problem and makes their life easier

As Chad Kearns put it in a blog post on the Portent blog:

“After grabbing your next customer’s attention with the headline, use a unique value proposition to help your offer stand out from the competition. What makes you better than the other advertisers you’re displayed with? Why should I buy your product or use your service over the competition?”

Along with helping sell your product, a well-written product description can be used as a base for your PPC campaigns. Using parts of your product copy in your ads can make it easier for customers to find the product, and encourage them to click on the ad.

3. High-resolution, professional product imagery

Of course, to have a credible product page, you’ll need product images. These images must accurately represent your product; they need to be high-quality photos, ideally taken by a professional.

Product images should dispel distrust and create desire to own the product. To do this, you’ll need to convince the customer that the product is real, allow them to examine it in detail, and make it clear that your site will be ready to deliver upon payment.

ecommerce product images

It also helps customers to imagine products in context, so try to feature the product in situations resembling its actual use (for example, show people wearing the clothes, or shoot photos of your laundry stain-removing product next to a washer and dryer).

Bonus points for using video on your landing pages instead of, or alongside, still imagery. According to BigCommerce:

“Humans process imagery much faster than we do text, so naturally we’re drawn to visuals. But there’s more to having an aesthetically pleasing website than a nice color scheme and a great typeface. Believe it or not, product images have the power to make or break a sale.”

4. Clear, convincing shipping and inventory information

As we’ve seen, shipping policies have a major impact on a prospect’s decision to buy. Fast delivery and free shipping go a long way toward convincing customers to buy.

So if your store offers these benefits, your product pages should make them clear immediately—especially if you’re sending traffic to the page from a PPC campaign.

If you can’t offer free shipping on every item, try offering it for certain order minimums or on multiple-item purchases.

You can also point out products’ limited availability by showing the number available in stock (if inventory is actually low). This creates a sense of scarcity in the prospect, which can help push them toward buying before their chance is gone.

5. Trustworthy payment policies and security indicators

A majority of prospects are turned off if they perceive that an ecommerce store’s payment options or the site itself are not secure enough. In order to overcome this obstacle, offer as many different payment methods as possible.

how to increase ecommerce product sales

Try to offer at least one third-party payment system, such as PayPal, where the customer doesn’t have to reveal their data to your store. According to Comscore, PayPal sees a much better conversion rate than other billing methods.

Offering guest checkouts also makes customers more likely to trust the payment process.

As always, the message that customers can purchase using a guest account and third-party payment should be noticeable on the product page.

6. Reviews and social proof

While all of the above elements are important, this last one is absolutely critical.

Remember the study above, which saw that 61% of prospects search for reviews online? You can and should shorten the prospect’s journey by offering these reviews on the product page itself. Include reviews from real customers, both good and bad, or link to trusted reviewers elsewhere.

social proof for ecommerce landing pages

Including reviews, social proof and other trust symbols is the best way to convey the usefulness of your product to prospects. If their peer group provides them with proof of how useful a product is, they will be much more likely to buy.

How to match a PPC campaign to an individual product page

When you’re starting a PPC campaign tied to a product page, follow these basic principles.

Match your message

When you create an ad campaign that sends users to a product page, be sure that your ad content (both copy and design) is consistent with the product page, and vice versa. This principle is called relevance or message match, and it reassures customers that they’ve found what they’re looking for. It can also raise your Quality Score.

Let’s look at an example. I searched for “Canon EOS Rebel T6i” and was served PPC ads by QVC and Best Buy.

QVC sells Canon digital cameras, and they’re featured in the ad headline here. Yet in their PPC ad body copy, they show a generic message and link to all sorts of other products—instead of matching that body copy to the particular product.

adwords for ecommerce product pages

This is an example of poor relevance/bad message-match in a PPC ad

Best Buy, on the other hand, runs a competing ad that looks like this:

best product pages to increase ecommerce sales

This ad shows important information on the camera

While both ads succeed in matching the particular product name in the headline, Best Buy’s ad is better, since it also shows the product name in the ad body copy, and includes links that lead visitors directly to those specific product pages.

Exhaustive keyword coverage

You should attempt to cover as many relevant search keywords as possible with your PPC campaign. More keywords create more opportunities for people to find your products. Do extensive keyword research on what words and phrases qualified prospects would use to search for your product, and use those keywords for your PPC.

keyword research for ecommerce ppc

You can expand your PPC keyword coverage by adding variations on existing keywords, and removing those that are less popular or downright irrelevant. The keywords should be present within the product description copy, both for Quality Score reasons and to reinforce the message from the PPC ad.

For more tips on keyword research for PPC, check out:

The Big, Easy Guide to Keyword Research for Businesses 5 Tips for Dominating Your E-Commerce Keyword Research Finding The High Converting PPC Keywords That Are Right Under Your Nose How to turn product category pages into successful landing pages

Product pages make for rather obvious landing pages for ecommerce. But they have a terrible flaw. They put individual products in silos, making it hard for visitors to browse other products that might work better for their needs. According to Demac Media, “The problem with product specific pages is it segments one product from a whole line of products.”

However, there is another type of potential landing page that you shouldn’t ignore: your product category pages.

using product pages as ecommerce landing pages

Product category pages are an indispensable element of any ecommerce store that offers many different products.

These pages allow potential customers to quickly access and compare different products. They’re also much more likely to appear in search engine results when a prospect types in a more general product search term.

Category pages as landing pages have an additional benefit. Because they contain multiple products within that prospect’s original search query, a higher percentage of prospects may find the right product for them, and convert.

In addition, a category page can show shipping options, discounts, and similar trust indicators. In the absence of the kind of direct social proof (like reviews) that you’ll display on individual product pages, you can use indicators inside product thumbnails or a similar display of social proof on a category page.

For example, you might show use starred or numerical ratings near each product, such as here:

increasing ecommerce product sales

How to match your PPC campaign to your product category page

The basic principles of PPC ad content that apply to individual product pages also apply to category pages.

However, instead of matching specific keywords (and thus linking to a specific product), your PPC campaign for a product category page should match keywords for a broad, yet still relevant line of products. For example, you could link to a category page from a PPC ad when the user searches for “DSLR cameras” instead of a specific brand name or model of camera.

And don’t forget to mention any applicable discounts or offers on the category page, especially if they apply to the entire category.

Treat every page like a landing page

Using PPC campaigns to get visitors to your ecommerce store makes sense if you bring visitors to a page where they can take action. In most cases, it’s not your homepage.

Including just one call to action on your individual product page leaves your prospects little choice but to buy (or not).

Now, chances are that you might lose a number of customers who research on their mobile devices, but who plan to purchase at home using their desktop devices. To avoid this potential loss, consider adding an “Add to Wish List” call to action button on your product pages instead of one single “Buy” or “Add to Cart” button. To avoid having users to register, you can allow them to sign in using a popular social media login like Facebook or Twitter. Also, invite users to subscribe to your email list.

If you’ve read articles focusing on SaaS landing page creation, you’ve probably heard “limit navigation options” or links on your landing page. This is not a viable option for ecommerce stores. Although restricting navigation can help remove potential distractions, your visitors may want to see other products and parts of your website. Sometimes, the product or category page just isn’t enough!

A simple rule of thumb for ecommerce store owners: Treat every product page and category page as a landing page using the guidance above, and you’ll avoid some very costly mistakes.

About the Author

Edin Šabanovi? is a senior CRO consultant working for Objeqt. He helps e-commerce stores improve their conversion rates through analytics, scientific research, and A/B testing. Edin is passionate about analytics and conversion rate optimization, but for fun, he likes reading history books.

33 CRO & Landing Page Optimization Statistics to Fuel Your Strategy

Originally published on:

Let’s talk optimization.

Marketers spend a huge portion of their time planning, implementing, and executing tests, and analyzing the results. We’re always looking to get those target metrics lifted just a little bit more – figuring out the best subject line for a great open rate, the best CTA and creative pairing to get a click through, trying to shave a second off your website load time to get that bounce rate to dip.

Conversion Rate Statistics

You spend a chunk of change getting prospects to your site – but how much time are you spending optimizing your landing pages? When you look at your ROI, are you also looking at your conversion rates, identifying which pages are bringing down that all-important metric?

Per iFactory Digital, most websites don’t have a massive traffic problem; but all websites have a conversion problem. Here’s what you need to know about the lay-of-the-land when facing off with tools and specialists to help with your conversion rate optimization, or CRO. These 33 stats and facts about conversion rates and landing pages will help you eke out a few more conversions.

Landing Page Optimization Statistics

Only 52% of companies and agencies that use landing pages also test them to find ways to improve conversions.

Long landing pages can generate up to 220% more leads than landing pages with above-the-fold CTAs – but make sure to test to see what works for you!

Conversion Rate Statistics Landing Pages

61% of companies run 5 or fewer landing page tests per month.

48% of landing pages contain multiple offers.

42% of offer-related graphics on landing pages are not linked.

Roughly 75% of businesses have problems finding suitable expertise for optimizing their landing page copy.

The average number of form fields is 11 ….

But reducing the number of form fields from 11 to 4 can result in a 120% increase in conversions.

The optimal number of form fields for the most conversions from your landing pages is 3.

When landing pages don’t ask for age, the conversion rate is higher.

48% of marketers build a new landing page for each marketing campaign.

Only 16% of landing pages don’t have navigation bars …

But removing the navigation menu can increase conversions by 100%!

Conversion Rate Statistics: The Who

Using A/B testing, President Obama raised an additional $60 million.

Conversion Rate Statistics Landing Pages The Who

Via NYMag

CRO tools have an average ROI of 223%.

Customer journey analysis to improve conversion rate is in the game plan of 60% of online marketers.

44% of companies use split testing software.

55.5% of respondents to a 2016 survey by ConversionXL said they were planning to increase their CRO budget.

Always ahead of the curve, in 2011, Google ran more than 7,000 A/B tests.

Conversion Rate Statistics: The What

A/B testing is the most popular form of CRO, with 56% of marketers using this method.

7 in 10 marketers using CRO look to results to inform other marketing initiatives.

Only about 22 percent of businesses are satisfied with their conversion rates.

A typical website conversion rate is about 2.35% on average. But the top 10% of companies are seeing 3-5x higher conversion rates than average.

The average conversion rate of a Facebook ad is 9.21%.

Conversion Rate Statistics Landing Pages The What

Conversion rates typically range from 1 to 3 percent.

Even just a 1-second delay in page load time can result in a 7% reduction in conversions.

44% of clicks generated by B2B companies direct to the homepage instead of a landing page.

Conversion Rate Statistics: The How

Using videos on landing pages can increase conversions by 86%.

Companies whose conversion rates improved last year are performing, on average, 50% more tests and using 47% more methods to improve conversion.

Businesses with over 40 landing pages generated a whopping 12 times more leads than those with 1-5 landing pages.

Companies see a 55% increase in leads when increasing their number of landing pages from 10 to 15.

Over 90% of visitors who reported reading headlines also read CTA copy.

More than 20 percent of businesses have reported that they do not have an effective strategy for landing page testing.

About the Author:

Mary manages Content Marketing & Demand Gen at Fluent, LLC. When she’s not selling intangible things on the internet, she’s most likely to be found eating extra-cheesy pizza while planning her next trip. Follow her on Twitter and LinkedIn.



Is the New, Most Powerful Ranking Factor "Searcher Task Accomplishment?" – Whiteboard Friday

Originally published on:

Posted by randfish

Move over, links, content, and RankBrain — there’s a new ranking factor in town, and it’s a doozy. All kidding aside, the idea of searcher task accomplishment is a compelling argument for how we should be optimizing our sites. Are they actually solving the problems searchers seek answers for? In today’s Whiteboard Friday, Rand explains how searcher task accomplishment is what Google ultimately looks for, and how you can keep up.

Searcher Task Accomplishment

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week, we’re chatting about a new Google ranking factor.

Now, I want to be clear. This is not something that’s directly in Google’s algorithm for sure. It’s just that they’re measuring a lot of things that lead us to this conclusion. This is essentially what Google is optimizing toward with all of their ranking signals, and therefore it’s what SEOs nowadays have to think about optimizing for with our content. And that is searcher task accomplishment.

So what do I mean by this? Well, look, when someone does a search like “disinfect a cut,” they’re trying to actually accomplish something. In fact, no matter what someone is searching for, it’s not just that they want a set of results. They’re actually trying to solve a problem. For Google, the results that solve that problem fastest and best and with the most quality are the ones that they want to rank.

In the past, they’ve had to do all sorts of algorithms to try and get at this from obtuse angles. But now, with a lot of the work that they’re doing around measuring engagement and with all of the data that’s coming to them through Chrome and through Android, they’re able to get much, much closer to what is truly accomplishing the searcher’s task. That’s because they really want results that satisfy the query and fulfill the searcher’s task.

So pretty much every — I’m excluding navigational searches — but every informational and transactional type of search — I mean, navigational, they just want to go to that website — but informational and transactional search query is basically this. It’s I have an expression of need. That’s what I’m telling Google. But behind that, there’s a bunch of underlying goals, things that I want to do. I want to know information. I want to accomplish something. I want to complete an activity.

When I do that, when I perform my search, I have this sort of evaluation of results. Is this going to help me do what I want? Then I choose one, and then I figure out whether that result actually helps me complete my task. If it does, I might have discovery of additional needs around that, like once you’ve answered my disinfect a cut, now it’s, okay, now I kind of want to know how to prevent an infection, because you described using disinfectant and then you said infections are real scary. So let me go look up how do I prevent that from happening. So there’s that discovery of additional needs. Or you decide, hey, this did not help me complete my task. I’m going to go back to evaluation of results, or I’m going to go back to my expression of need in the form of a different search query.

That’s what gives Google the information to say, “Yes, this result helped the searcher accomplish their task,” or, “No, this result did not help them do it.”

Some examples of searcher task accomplishment

This is true for a bunch of things. I’ll walk you through some examples.

If I search for how to get a book published, that’s an expression of need. But underlying that is a bunch of different goals like, well, you’re going to be asking about like traditional versus self-publishing, and then you’re going to want to know about agents and publishers and the publishing process and the pitch process, which is very involved. Then you’re going to get into things like covers and book marketing and tracking sales and all this different stuff, because once you reach your evaluation down here and you get into discovery of additional needs, you find all these other things that you need to know.

If I search for “invest in Ethereum,” well maybe I know enough to start investing right away, but probably, especially recently because there’s been a ton of search activity around it, I probably need to understand: What the heck is the blockchain and what is cryptocurrency, this blockchain-powered currency system, and what’s the market for that like, and what has it been doing lately, and what’s my purchase process, and where can I actually go to buy it, and what do I have to do to complete that transaction?

If I search for something like “FHA loans,” well that might mean I’m in the mindset of thinking about real estate. I’m buying usually my first house for an FHA loan, and that means that I need to know things about conditions by region and the application process and what are the providers in my area and how can I go apply, all of these different things.

If I do a search for “Seattle event venues,” well that means I’m probably looking for a list of multiple event venues, and then I need to narrow down my selection by the criteria I care about, like region, capacity, the price, the amenities. Then once I have all that, I need contact information so that I can go to them.

In all of these scenarios, Google is going to reward the results that help me accomplish the task, discover the additional needs, and solve those additional needs as well, rather than the ones that maybe provide a slice of what I need and then make me go back to the search results and choose something else or change my query to figure out more.

Google is also going to reward, and you can see this in all these results, they’re going to reward ones that give me all the information I need, that help me accomplish my task before they ask for something in return. The ones that are basically just a landing page that say, “Oh yeah, Seattle event venues, enter your email address and all this other information, and we’ll be in touch with a list of venues that are right for you.” Yeah, guess what? It doesn’t matter how many links you have, you are not ranking, my friends.

That is so different from how it used to be. It used to be that you could have that contact form. You could have that on there. You could not solve the searcher’s query. You could basically be very conversion rate-focused on your page, and so long as you could get the right links and the right anchor text and use the right keywords on the page, guess what? You could rank. Those days are ending. I’m not going to say they’re gone, but they are ending, and this new era of searcher task accomplishment is here.

Challenge: The conflict between SEO & CRO

There’s a challenge. I want to be totally up front that there is a real challenge and a problem between this world of optimizing for searcher task accomplishment and the classic world of we want our conversions. So the CRO in your organization, which might be your director of marketing or it might be your CEO, or maybe if your team is big enough, you might have a CRO specialist, conversation rate optimization specialist, on hand. They’re thinking, “Hey, I need the highest percent of form completions possible.”

So when someone lands on this page, I’m trying to get from two percent to four percent. How do we get four percent of people visiting this page to complete the form? That means removing distractions. That means not providing information up front. That means having a great teaser that says like, “Hey, we can give this to you, and here are testimonials that say we can provide this information. But let’s not give it right up front. Don’t give away the golden goose, my friend. We want these conversions. We need to get our qualified leads into the funnel,” versus the SEO, who today has to think about, “How do I get searchers to accomplish their task without friction?” This lead capture form, that’s friction.

So every organization, I think, needs to decide which way they’re going to go. Are they going to go for basically long-term SEO, which is I’m going to solve the searcher’s task, and then I’m going to figure out ways later to monetize and to capture value? Or am I going to basically lose out in the search results to people who are willing to do this and go this route instead and drive traffic from other sources? Maybe I’ll rank with different pages and I’ll send some people here, or maybe I will pay for my traffic, or I’ll try and do some barnacle SEO and get links from people who do rank up top there, but I won’t do it directly myself. This is a choice we all have.

How do we nail searcher task accomplishment?

All right. So how do you do this? Let’s say you’ve gone the SEO path. You’ve decided, “Yes, Rand, I’m in. I want to help the searcher accomplish their task. I recognize that I’m going to have to be willing to sacrifice some conversion rate optimization.” Well, there are two things here.

1. Gain a deep understanding of what drives searchers to search.

2. What makes some searchers come away unsatisfied.

Once they’ve performed this query, why do they click the back button? Why do they choose a different result? Why do they change their query to something else? There are ways we can figure out both of these.

To help with number 1 try:

Some of the best things that you can do are talk to people who actually have those problems and who are actually performing those searches or have performed them through…

Interviews Surveys

I will provide you with a link to a document that I did around specifically how to get a book published. I did a survey that I ran that looked at searcher task accomplishment and what people hoped that content would have for them, and you can see the results are quite remarkable. I’ll actually embed my presentation on searcher task accomplishment in this Whiteboard Friday and make sure to link to that as well.

In-person conversations, and powerful things can come out of those that you wouldn’t get through remote or through email. You can certainly look at competitors. So check out what your competitors are saying and what they’re doing that you may not have considered yet. You can try putting yourself in your searcher’s shoes.

What if I searched for disinfect a cut? What would I want to know? What if I searched for FHA loans? I’m buying a house for the first time, what am I thinking about? Well, I’m thinking about a bunch of things. I’m thinking about price and neighborhood and all this. Okay, how do I accomplish all that in my content, or at least how do I provide navigation so that people can accomplish all that without having to go back to the search results?

To help with number 2 try:

Understanding what makes those searchers come away unsatisfied.

Auto-suggest and related searches are great. In fact, related searches, which are at the very bottom of the page in a set of search results, are usually searches people performed after they performed the initial search. I say usually because there can be some other things in there. But usually someone who searched for FHA loans then searches for jumbo loans or 30-year fixed loans or mortgage rates or those kinds of things. That’s the next step. So you can say, “You know what? I know what you want next. Let me go help you.” Auto-suggest related searches, those are great for that. Internal search analytics for people who landed on a page and performed a site search or clicked on a Next link on your site. What did they want to do? Where did they want to go next? That helps tell you what those people need. Having conversations with those who only got partway through your funnel. So if you have a lead capture at some point or you collect email at some point, you can reach out to people who initially came to you for a solution but didn’t get all the way through that process and talk to them. Tracking the SERPs and watching who rises vs falls in the rankings. Finally, if you track the search results, generally speaking what we see here at Moz, what I see for almost all the results I’m tracking is that more and more people who do a great job of this, of searcher task accomplishment, are rising in the rankings, and the folks who are not are falling.

So over time, if you watch those in your spaces and do some rank tracking competitively, you can see what types of content is helping people accomplish those tasks and what Google is rewarding.

That said, I look forward to your comments. We’ll see you again next week for another edition of Whiteboard Friday. Take care.

Why We Can’t Do SEO WIthout CRO from Rand Fishkin

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3 B2B Case Studies That Prove the Power of CTAs

Originally published on:

Posted by STMartin

You can’t afford to throw money away on inefficient tactics in the paid advertising space. Keeping your campaigns cost-effective is a must. To streamline your paid campaigns, there are many different landing page best practices you can employ. We’ve seen the most significant of these results often come from optimizing your call-to-action.

Now, optimizing your CTA can include a few different factors. Not only is there placement, copy, design, and the usual list of CRO check boxes — there’s also the psychology of the interaction itself to consider.

To truly optimize your individual paid campaigns, you should get far more granular with your CRO. This will include taking your actual value proposition under investigation. Here are a few questions you may want to ask yourself regarding the psychology of your landing page and CTA:

Where is my user in the buyer’s journey? Are they in the right stage for this conversion? Is what we are offering convenient/valuable enough? Does our offer align with the information we’re asking for?

You’d be surprised how often your CTA issue is offer-related as well as copy-related. Too many marketing managers are focusing on fixing their landing page copy, when they should be asking their CMOs to consider changing what they offer in the first place.

Results from our CTA psychoanalysis study [SaaS]

The best insights are built on hard-earned data — so we decided to get some for you before we started. The CTA Psychoanalysis Spreadsheet (which you can click the image to download for free) analyzed the CTAs of the top 100 SaaS landing pages:

What we found in the study is that most CTA issues fall under one of four categories:

1. Clarity

The main issue here is that the goal conversion of the page is unclear. This can be because you are using vague copy (like “click here”) on your buttons. Or it could come from your landing page lacking the necessary information to educate your user on their need for your service.

As you can see in the screenshot below, the landing page may look clean but it lacks any helpful information to educate the user on why they should convert. Especially for early-stage searchers, this page might as well be a black-hole of mystery and friction.

Make sure that your landing page has any necessary information your user needs to be adequately informed on your product/service. Here are a few things to focus on:

Time-saving value of your product Competitive pricing of your product/services The exact pain point your product/service solves 2. Timing

Here we saw that many landing pages were offering assets to the user that were not appropriate for where they were in the buyer’s journey. For example, if a user hasn’t been given the right contextual information to understand their need for your service, offering a free trial in your CTA is a bit misplaced.

The same goes for offering digital assets with zero explanation of what they are:

Make sure that your offer properly aligns with where your user is in the buyer’s journey.

Top-funnel offers just ask for contact information Mid-funnel offers can push branded experiences like email subscription Bottom-funnel offers get to focus on scheduling meetings and calls

Lastly, whatever you offer, make sure you explain what they heck the user is downloading so they aren’t blindly clicking spam.

3. Friction

Whenever you’re asking for contact information from a user, you need to walk a fine line between value and friction. The more information you ask for (name, email, business, competitors, etc.) the more friction you’re going to force on your landing page.

If your forms are asking for every bit of information your user could possibly supply, they’re probably bouncing off en masse. Make sure what you ask for is equal to what you offer.

The majority of B2B search marketers report that the form field “sweet spot” for conversions is somewhere between 3–5. Any more than that and you start pushing users away.

4. Placement

This has been, and always will be, an issue for CTAs. Online readers aren’t known for their attention spans — and you only have a few seconds to grab and hold their attention.

This means that your goal conversion (your CTA) should be highlighted and attention-grabbing. At the least, it should be visible immediately when you land on the page. You’d be surprised how many sites we still see with nearly invisible CTA buttons buried under a forest of irrelevant images:

Pro tip? Make sure your buttons are easily found… that is, only if you want your users to click them.

These are just the common issues we ran into while studying an entire industry. While these prove that there are many common CTA issues that can be easily fixed, it doesn’t prove how impactful fixing them can be.

To see just how powerful optimizing your CTAs can be, keep reading.

3 B2B case studies to prove the power of CTAs

Now I did just lay out that there are four primary issues to handle when it comes to CTAs. But the last issue (placement) can be fixed fairly easily. As long as your button is clear and visible with plenty of empty space to isolate the goal conversion, you should be in the clear.

But when it comes to the other three CTA issues, fixing them can get a bit more complex. We’ve found that breaking down the psychology of the landing page interaction is a great way to reverse-engineer the buyer’s journey to your site.

Through this, we’ve been able to test some aggressive CRO strategies with our clients’ campaigns. What we’ve seen is that the most impactful changes come from addressing either:

Convenience of the conversion Copy of your button and landing page Landing page offer or gated asset

B2B search marketing is all about understanding the nuances of your end customer and where to ideally place your brand in order to convert them. If you really want to streamline your buyer’s journey, you’ll dive deep into these CRO puzzles.

Case study 1: Changing the CTA convenience

We were able to drastically increases this client’s conversions by optimizing their CTA. In this instance, “optimizing” refers to making the conversion more convenient for their users.

The goal of their landing page was to fill their pipeline with qualified leads interested in scheduling a demo. This is a great lead-gen tactic, and the landing page was a clean, streamlined experience.

But what we realized was that “scheduling” a demo can cause serious hesitation in users. Scheduling requires them to go into their own calendar and consult when they’re free and can match your company’s schedule.

To make the conversion more convenient, we created a demo video that was available for download. Luckily, the client already had a great video asset that we could use.

This way, instead of trying to consolidate two calendars (user’s and company’s), the user could download the video and watch at their discretion. (On the left: “Schedule a Demo Today!” & on the right: “FREE 5 Min Demo Video”)

When it comes to convenience, it’s important that you speak to users not only in terms of dollars, but time. While money is always a resource that we want to save, time is an invaluable and infinite resource that we are all constantly clamoring for more of. If you really want to impress users, start speaking to them in terms of time-saving value. You can see from the screenshot below that doing so will prove worthwhile.

That’s right — we saw over 738% increase in conversions by making the process more convenient for users. That’s some serious conversion rate optimization — which leads to some serious revenue.

Case study 2: Changing the CTA copy

By optimizing the exact phrasing of this software site’s CTA button, we were able to drastically increase their paid leads.

Now, if you are running any sort of serious landing page campaign, your CTAs will explicitly state the goal conversion of your page. For example, a “click here” button simply isn’t going to cut it. If you are telling them to read a blog, download an e-book, or schedule a meeting, your CTAs should read accordingly: “Read now,” “Download e-book,” “Get in touch.”

But copy-focused CRO goes beyond just focusing your CTAs. A/B testing your button copy to see which variants convert more of the traffic your ads generate is also key. In this case, we tested whether the industry-oriented copy or the value-oriented copy would convert higher.

Originally, the button read only “Watch the Demo Video” — a CTA that we knew worked from the previous test above. We tested the two screenshots in two different targeted markets.

The first (MES Software) was targeted towards industry experts who would hopefully react to the specific copy. The second (Free) was for everyone else. The results were quite interesting:

“MES Software” Results: 8.18% increase in conversions “Free” Results: 9.49% increase in conversions

We can see from the results that targeting your CTA copy towards your target market’s vocabulary does work quite well. But, as in most cases, emphasizing that the asset is free of charge eliminates nearly all friction from the experience, which resulted in a serious increase in conversions.

Thus far we’ve seen that changing the CTA to cater to your user’s convenience results in serious increases in conversions. Emphasizing a great deal with “free” in your copy also work incredibly well.

The more value you convey through your button’s copy (whether it’s monetary with “free” or expertise with “MES”) the more success you’re likely to see. But what happens when you change your landing page’s offer altogether?

Case study 3: Changing the CTA offer

What we saw in this third campaign is that oftentimes there are multiple search intents behind the traffic your paid ads are generating. This means that not everyone who clicks through your ad is seeing relevant material if you’re running a blanket campaign.

But these clicks are still potential leads that you are leaving on the table. Don’t let them bounce off. Create a custom experience for each of your distinct search intents. Don’t just stop at niche — go all the way to creating custom experiences for singular searchers!

Previously, this landing page CTA was focused on a singular goal (scheduling a demo), but there were multiple search intents behind who was clicking on their ad. Because of this we were seeing a lot of bounces.

After we looked at the data, we realized that we could create a custom landing page experience for each of these different search intents. One of these was focused on a certain industry report, the second with a new cybersecurity threat, and the third with the actual brand name in mind.

In the screenshots below, you can see how we created three unique experiences for different expected users:

This newly segmented landing page campaign saw a drastic increase in conversions by targeting each of these different buyer’s journeys. The more customized an experience you can provide, the more conversion-prone your user will be.

Instead of hoping that a catch-all ad campaign would generate leads from each of these different intents, try the opposite. Creating a more customized user experience will rarely come back to bite you. After all, the conversion rates of each of these segmented pages speak for themselves:

Gartner Report Conversion Rates: 36.9% NSS Report Conversion Rates: 18.63% Healthcare Cybersecurity Conversion Rates: 8.85%

As always, when it comes to digital marketing, segmentation should always yield more success.

Takeaways: Smooth slide to conversion

As far as golden rules go, your CTAs should be following one:

Make conversion easy for your users.

This goes for any interpretation of the word “easy” you can think of. The more convenient your offer and the more value-driven your landing page & button copy, the more enticed your users will be to convert. CRO takes more than just copy and design into consideration.

To truly master your buyer’s journey and become an ROI-driven CRO mastermind, you need to analyze the psychology of your paid campaigns. You need to dive deeper into the implications of each market interaction. And — most importantly — you need to implement changes that will drive leads/revenue, not just empty clicks.

The smoother your CTAs, the smoother the slide straight to your sales team.

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