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Контент предоставлен Conversion Sciences. Весь контент подкастов, включая эпизоды, графику и описания подкастов, загружается и предоставляется непосредственно компанией Conversion Sciences или ее партнером по платформе подкастов. Если вы считаете, что кто-то использует вашу работу, защищенную авторским правом, без вашего разрешения, вы можете выполнить процедуру, описанную здесь https://ru.player.fm/legal.
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Matt Deseno is the founder of multiple award winning marketing businesses ranging from a attraction marketing to AI appointment setting to customer user experience. When he’s not working on the businesses he teaches marketing at Pepperdine University and he also teaches other marketing agency owners how they created a software company to triple the profitability for the agency. Our Sponsors: * Check out Kinsta: https://kinsta.com * Check out Mint Mobile: https://mintmobile.com/tmf * Check out Moorings: https://moorings.com * Check out Trust & Will: https://trustandwill.com/TRAVIS * Check out Warby Parker: https://warbyparker.com/travis Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy…
How a Marketing Podcast Gives Brands a Human Voice
Manage episode 254558794 series 1414530
Контент предоставлен Conversion Sciences. Весь контент подкастов, включая эпизоды, графику и описания подкастов, загружается и предоставляется непосредственно компанией Conversion Sciences или ее партнером по платформе подкастов. Если вы считаете, что кто-то использует вашу работу, защищенную авторским правом, без вашего разрешения, вы можете выполнить процедуру, описанную здесь https://ru.player.fm/legal.
Can a podcast lend an important human voice to our otherwise robotic digital brands? Here's what the data says. All Episodes Subscribe to the Podcast iTunes | Spotify | RSS All Episodes A website has some limitations when it comes to growing your brand. A website has to wait until someone comes to visit. It's like that kid always hoping someone will sleep over. You can't send it out on a tour, like a book author. It won't fill stadiums with screaming fans. It doesn't count as a passenger so you can use the HOV lane. When you think about it, a website is more like the brick and mortar store of the digital world. Actually, if you've seen the way websites are designed, they are really more like a booth at a generic convention. In Topeka. If you saw your website at a party, how long would you want to hang out with it, if at all? Isn't your website more teller machine and less Teller. Fear not, for the digital world offers a way to lend your digital brand the humanity your website struggles with. What the Data Says: Email, Podcasts, & Lead Conversion What does the data tell us about effective email, podcasts and converting leads to sales? It's in here. * Biggest misunderstandings * Important metrics * Applying the data 39 page PDF Fits on your phone window.dataLayer=window.dataLayer||[]; window.dataLayer.push({ ecommerce: null }); window.dataLayer.push({ event:'view_item', ecommerce: { items: [ { item_name:'What the Data Says: Email Podcats Leads', item_category:'Ebook', item_category2:'Subscriber', item_id:'0012', price:99.25, form_id:'gform_33', form_name:'What the Data Says:Email, Podcasts, & Lead Conversion' } ] } }); First Name*Business Email* EmailThis field is for validation purposes and should be left unchanged. Δdocument.getElementById( "ak_js_7" ).setAttribute( "value", ( new Date() ).getTime() ); /* = 0;if(!is_postback){return;}var form_content = jQuery(this).contents().find('#gform_wrapper_33');var is_confirmation = jQuery(this).contents().find('#gform_confirmation_wrapper_33').length > 0;var is_redirect = contents.indexOf('gformRedirect(){') >= 0;var is_form = form_content.length > 0 && ! is_redirect && ! is_confirmation;var mt = parseInt(jQuery('html').css('margin-top'), 10) + parseInt(jQuery('body').css('margin-top'), 10) + 100;if(is_form){jQuery('#gform_wrapper_33').html(form_content.html());if(form_content.hasClass('gform_validation_error')){jQuery('#gform_wrapper_33').addClass('gform_validation_error');} else {jQuery('#gform_wrapper_33').removeClass('gform_validation_error');}setTimeout( function() { /* delay the scroll by 50 milliseconds to fix a bug in chrome */ }, 50 );if(window['gformInitDatepicker']) {gformInitDatepicker();}if(window['gformInitPriceFields']) {gformInitPriceFields();}var current_page = jQuery('#gform_source_page_number_33').val();gformInitSpinner( 33, 'https://conversionsciences.com/wp-content/plugins/gravityforms/images/spinner.svg', true );jQuery(document).trigger('gform_page_loaded', [33, current_page]);window['gf_submitting_33'] = false;}else if(!is_redirect){var confirmation_content = jQuery(this).contents().find('.GF_AJAX_POSTBACK').html();if(!confirmation_content){confirmation_content = contents;}jQuery('#gform_wrapper_33').replaceWith(confirmation_content);jQuery(document).trigger('gform_confirmation_loaded', [33]);window['gf_submitting_33'] = false;wp.a11y.speak(jQuery('#gform_confirmation_message_33').text());}else{jQuery('#gform_33').
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25 эпизодов
Manage episode 254558794 series 1414530
Контент предоставлен Conversion Sciences. Весь контент подкастов, включая эпизоды, графику и описания подкастов, загружается и предоставляется непосредственно компанией Conversion Sciences или ее партнером по платформе подкастов. Если вы считаете, что кто-то использует вашу работу, защищенную авторским правом, без вашего разрешения, вы можете выполнить процедуру, описанную здесь https://ru.player.fm/legal.
Can a podcast lend an important human voice to our otherwise robotic digital brands? Here's what the data says. All Episodes Subscribe to the Podcast iTunes | Spotify | RSS All Episodes A website has some limitations when it comes to growing your brand. A website has to wait until someone comes to visit. It's like that kid always hoping someone will sleep over. You can't send it out on a tour, like a book author. It won't fill stadiums with screaming fans. It doesn't count as a passenger so you can use the HOV lane. When you think about it, a website is more like the brick and mortar store of the digital world. Actually, if you've seen the way websites are designed, they are really more like a booth at a generic convention. In Topeka. If you saw your website at a party, how long would you want to hang out with it, if at all? Isn't your website more teller machine and less Teller. Fear not, for the digital world offers a way to lend your digital brand the humanity your website struggles with. What the Data Says: Email, Podcasts, & Lead Conversion What does the data tell us about effective email, podcasts and converting leads to sales? It's in here. * Biggest misunderstandings * Important metrics * Applying the data 39 page PDF Fits on your phone window.dataLayer=window.dataLayer||[]; window.dataLayer.push({ ecommerce: null }); window.dataLayer.push({ event:'view_item', ecommerce: { items: [ { item_name:'What the Data Says: Email Podcats Leads', item_category:'Ebook', item_category2:'Subscriber', item_id:'0012', price:99.25, form_id:'gform_33', form_name:'What the Data Says:Email, Podcasts, & Lead Conversion' } ] } }); First Name*Business Email* EmailThis field is for validation purposes and should be left unchanged. Δdocument.getElementById( "ak_js_7" ).setAttribute( "value", ( new Date() ).getTime() ); /* = 0;if(!is_postback){return;}var form_content = jQuery(this).contents().find('#gform_wrapper_33');var is_confirmation = jQuery(this).contents().find('#gform_confirmation_wrapper_33').length > 0;var is_redirect = contents.indexOf('gformRedirect(){') >= 0;var is_form = form_content.length > 0 && ! is_redirect && ! is_confirmation;var mt = parseInt(jQuery('html').css('margin-top'), 10) + parseInt(jQuery('body').css('margin-top'), 10) + 100;if(is_form){jQuery('#gform_wrapper_33').html(form_content.html());if(form_content.hasClass('gform_validation_error')){jQuery('#gform_wrapper_33').addClass('gform_validation_error');} else {jQuery('#gform_wrapper_33').removeClass('gform_validation_error');}setTimeout( function() { /* delay the scroll by 50 milliseconds to fix a bug in chrome */ }, 50 );if(window['gformInitDatepicker']) {gformInitDatepicker();}if(window['gformInitPriceFields']) {gformInitPriceFields();}var current_page = jQuery('#gform_source_page_number_33').val();gformInitSpinner( 33, 'https://conversionsciences.com/wp-content/plugins/gravityforms/images/spinner.svg', true );jQuery(document).trigger('gform_page_loaded', [33, current_page]);window['gf_submitting_33'] = false;}else if(!is_redirect){var confirmation_content = jQuery(this).contents().find('.GF_AJAX_POSTBACK').html();if(!confirmation_content){confirmation_content = contents;}jQuery('#gform_wrapper_33').replaceWith(confirmation_content);jQuery(document).trigger('gform_confirmation_loaded', [33]);window['gf_submitting_33'] = false;wp.a11y.speak(jQuery('#gform_confirmation_message_33').text());}else{jQuery('#gform_33').
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×Google’s document leak uncovered surprising connections between conversion rate optimization (CRO), search engine optimization (SEO) and user experience (UX). Listen in as Conversion Scientists® Joel Harvey and Brian Massey talk about these connections and what they mean for optimizers. Subscribe to the Podcast iTunes | Spotify | RSS All Episodes TLDR Summary The Interplay of CRO and SEO (01:00 - 04:00) Fundamental Building Blocks of SEO and CRO (04:00 - 06:00) Strategies for Great Content and User Experience (06:00 - 11:00) Balancing Personal Voice with SEO Requirements (11:00 - 14:00) Differences Between Web Design and UX Design (14:00 - 19:00) Importance of User Research in UX Design (19:00 - 23:00) The Holistic Approach to User Experience (23:00 - 26:00) Summarizing the Conversation (26:00 - 28:00) *** Conversion Rate Optimization (CRO) and Search Engine Optimization (SEO) are often seen as separate entities. But there's a surprising amount of overlap between the two: Both aim to improve user experience (UX) and deliver great content, ultimately leading to higher engagement and conversions. Google’s document leak made this abundantly clear. In fact, we’re excited about the connection between CRO, SEO, and user experience. Let's explore how these disciplines intersect and how you can leverage their synergy to boost your online performance. The Interplay of CRO and SEO When considering the relationship between CRO and SEO, think of them as two sides of the same coin. CRO is SEO. The things that fundamentally improve your SEO are also the things that fundamentally help you to improve your conversion rate. Google's recent revelations make this undeniable. The core elements of successful SEO are great content and an excellent user experience. It’s not about keyword stuffing; it’s about quality. There was a time when SEO was all about exact match domains and keyword stuffing. But those days are long gone. Today, SEO is about understanding and meeting user needs, which is precisely where CRO comes into play. "It's not just about keyword stuffing. It's about having the best content and a great user experience. Those are the real fundamentals of SEO and CRO." Fundamental Building Blocks of SEO and CRO At the heart of both SEO and CRO is a deep understanding of user needs and behaviors. Whether you're offering content, a product, or a service, the key is to provide something valuable that addresses a problem or fulfills a desire. Without this fundamental understanding, your optimization efforts will only go so far. The era of gaming the system with keyword tricks is long gone. Genuine engagement is now the cornerstone of success. This approach applies to both SEO and CRO. To succeed today, you must adopt a user-centric mindset. "If people don't like the content, no matter what you've done from the keyword and link perspective, it probably isn't going to work anyway, because other people aren't going to be talking about it," Brian emphasizes. Strategies for Great Content and User Experience Creating great content and a seamless user experience requires a balanced approach. On one hand, you need to be yourself and communicate authentically. On the other, you must adhere to the data-driven demands of SEO, such as keyword density and topic coverage. Reconciling these strategies can be challenging, but it's essential. Consider this advice from Anne Handley’s newsletter: "Be yourself, be your brand, and talk the way you talk." This encourages a more relaxed, authentic approach to content creation. However, there's also the technical side of SEO, which often requires precise keyword usage and structured content to rank well. Start by embracing your unique voice and passion for the subject. Write as if you're speaking directly to your audience, sharing your insights and experiences in a way that feels natural.…
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1 Two Guys on Your Website: The Different Conversion Optimization Techniques You Should Consider 45:53
Conversion rate optimization (CRO) is important at every stage of your business. But if you have a low-volume site, you may not be able to do the A/B testing that is the hallmark of so many CRO projects. Here are conversion optimization techniques that work no matter where you are on the CRO spectrum. Subscribe to the Podcast iTunes | Spotify | RSS All Episodes TLDR Summary Different types of CRO: Pre-post testing vs. A/B testing (00:00 - 5:03) Challenges with low traffic sites and optimizing for them (5:03 - 11:55) Importance of understanding your data and setting expectations (11:55 - 18:31) Role of heuristic analysis and its limitations (18:31 - 24:06) Value of session recordings and heatmaps (24:06 - 28:37) Knowing what and where to test (28:37 - 32:05) Importance of having a conversion strategist and the right team (32:05 - 37:07) Emphasis on systematic experimentation and continuous improvement (37:07 - 45:04) Download the Transcript *** Conversion rate optimization is the process of improving your website to increase the percentage of visitors who take a desired action. Whether it’s making a purchase, filling out a form, or signing up for a newsletter, effective CRO can dramatically enhance your online performance. Here are your best options for optimizing your website. The Spectrum of Optimization Brian and Joel explain that conversion rate optimization can be viewed on a spectrum, ranging from low-volume sites to advanced data-driven strategies. Each stage requires different approaches and considerations. In this podcast, they explore the different conversion optimization techniques that work for each stage of the spectrum. Optimizing a Low-Volume Site On one end of the spectrum is the lower volume website. To optimize these sites, you have to turn up your risk tolerance dial. Since you don’t have a big enough sample size to run accurate tests, you run into the optimization paradox: you have less data to understand how to bring about meaningful change, but you have to drive meaningful change in order to find detectable change. The conversion rate is essentially a ratio. The smaller your sample size, the more subject the ratio is to fluctuation. The truth is, it’s very difficult to make changes that win on any website. Even for the best in the business, the batting average is three out of ten. Four out of ten are winners to the dollar. Nobody knows exactly what's going to work. That's the puzzle of it. You have to fail systematically to uncover what’s going to work. For smaller websites, that’s even more challenging. Conversion Optimization Techniques for Low-Volume Sites Before and After Testing (BA Testing): Change something on the website and wait to see whether it improves results. It’s important to know which tools are needed for the occasion and how many tools you can be using at the same time. And, of course, if you aren’t measuring results, it’s not really optimization. Home Run Testing: Also known as big swings, where you run an A/B test but apply your results to before and after testing. With this approach, you’re looking for signature wins of 50% to 70% lift. With a relatively small sample size, the math works out because the lift is so big. But you have to be willing to make an optimization error, calling a test a loser because it only had 20 or 30% lift — even if it could have improved things if you had been able to run the test long enough to get the right sample size. Data-Informed Gut Decisions: On a lower volume website, you have to know your customers. You can have 40 to 30 conversions with the conversion rate showing a delta, but it's still low volume. You don’t have statistical significance, but if there is no evidence that this is going to hurt you and there is evidence that the change will help you, then do it. Do it and move on. Choosing an Agency for Low-Volume Sites…
When CRO and SEO work together, there is a cycle of increasing advantages, according to technical search engine marketer Jason Fisher. Find out how Jason combines SEO and CRO for a one-two punch that delivers results. Jason Fisher and Brian Massey Subscribe to the Podcast iTunes | Spotify | RSS All Episodes What if you were Google Search’s therapist? You would be tasked with understanding the mind of Google’s search algorithm, simultaneously seeking to understand the Google mind, and trying to help it make better decisions about the world it manipulates. This, as it turns out, is the job of the search engine optimizer, or SEO. Maybe we should call them SETs: Search Engine Therapists. For they must not only understand the search algorithm, but they must also be able to help it make better decisions. And they must do this with the active resistance of Google. Like humans, Google secretly does not want to be helped. Our intrepid SETs will never have a complete understanding of the Google search mind. So, we are stuck with a simple mantra: “Take the best search traffic we can get and let the website sort it out.” I’m the guy that focuses on “sorting out” the traffic. Making a website better at finding the buyers in your traffic is called Conversion Optimization, or CRO. Here lies the delicate balance between making the search mind better at its job (SEO) and making the most of what comes your way (CRO). Google is a cantankerous patient who makes the therapist pay for the privilege of helping it. We need to use all our weapons to maximize this traffic source. This is why I invited Jason Fisher onto Intended Consequences. He is a search therapist who gets that the “sorting out” part of the equation is important. * * * Jsason Fisher has been doing search marketing for a long time. He cut his teeth on search engine marketing right at the beginning of the century, when search marketing was the like the Wild West. Some years later, he was working for a leading link development company, where he learned the power of back links. He is filling the technical SEO skills gap, primarily for agencies. And he's the kind of guy that throws around phrases like "competitor link graphs". I was curious how a guy like this sees conversion optimization in relation to his work. Here's what I learned. CRO vs. SEO: Advice to new online businesses. We do a lot of consultations with businesses that aren't ready for our conversion optimization services. My advice to them is this: Start working on your organic search strategy. Use search ads to begin bringing traffic. Then look at optimizing the site to maximize revenue. Organic search optimization takes 12-24 months to implement. It takes time to research, to create valuable assets, and to build relevant backlinks. But this cannot be easily taken from the business. Paid search can begin working immediately, but is subject to the bidding of your competition and the whims of the search engine ad algorithms. Of course, you don't have to put conversion optimization on hold during this time, especially if your paid search campaigns aren't yet profitable. What are the components of SEO? For established websites, Jason discusses four main components of an organic search program: Accessibility Indexability On-page Success Factors Off-page Success Factors Portion of a hamburger with label "On-page/Off-page Factors" These on-page and off-page success factors are the things the search engines look at to determine your authority for certain queries. Off-page Link Graph: The quality and quantity of links On-0page meta data: Title, internal and extermanl linking, etc. Host performance is an on-page factor. If you have a good tech stack, you should be good. Over-indexing and Under-indexing An often overlooked aspect of your search strategy is that the wrong pages are being indexed. Over-indexing and under-indexing are important CRO and SEO factors.…
Technically, a “bounce” is a visitor that looks at only one page, or a visitor that spends an embarrassingly short time on the page. Keep reading to find out how to reduce bounce rates. A bounce is any visit for which the visitor only looks at one page and does not interact with it. This sounds truly unfair as someone may spend minutes on your blog post or landing page, and still be counted as a bounce. A visitor bounces when they don’t find anything close to what they were looking for when they visit your site. Either you’re attracting the wrong visitors or you don’t know why they are visiting. Bounce is the most extreme form of conversion problem. High bounce rates are an indication that you are throwing good marketing dollars down the tubes. Whatever you’re spending to get traffic to your site is being wasted. How to Reduce Bounce Rates or the heartbreak of “bounce” Boing! That’s the sound of someone finding your site, but not finding what they wanted ON your site. Boing! That’s the sound of website content that doesn’t match your marketing. Boing! That’s the sound of a website that talks about the company instead of the visitors’ problems. Bounces Aren't Helpful to Businesses What are some strategies to reduce bounce rate? This is a common question, and requires an understanding of the definitions of bounce rate. The bounce rate is a bit slippery and requires some examination. The intention of measuring the bounce rate is to figure out how many of your visitors are leaving almost immediately after arriving at your site. This metric provides for a lot of error in interpretation. "A high bounce rate means your site is crappy." This is rarely the case. A more accurate explanation is that your site doesn’t look the way your visitors expect it to look. Understanding what your visitors expect is the way to reduce bounce rates. Instead, there are usually some more valid reasons for your high bounce rate. Here are the things digital marketing and conversion experts examine when confronted with uncomfortably high bounce rates. 1. You're measuring it wrong How you measure your bounce rate can give you very different insights. For example, blogs often have high bounce rates. Does this mean that visitors don’t like the blog? Many analytics packages measure a bounce as a visit, or session, that includes only one page on your site. Visitors who take the time to read an entire article would be considered a “bounce” if they then left, even though they are clearly engaged. We set a timer for our blog traffic, so that any visitor who sticks around for 15 seconds or more is not considered a bounce. You can set a timer to the amount of time you consider appropriate. 2. How to Reduce Bounce Rates: Diagnose Technical Difficulties We are fond of saying that you don’t have one website, you have ten or twenty or thirty. Each device, each browser, each screen-size delivers a different experience to the visitor. If your website is broken on one of the devices popular with your visitors, you will see a bump in overall bounce rate. If your pages load slowly, especially on mobile devices, you can expect a higher bounce rate. Broken internal links and 404 pages are also cause for bounce. If your page breaks out in a chorus of Also Sprach Zarathustra when the page loads, you may enjoy a higher bounce rate. /wp-content/uploads/2015/08/Kevin_MacLeod_-_Richard_Strauss_Also_Sprach_Zarathustra.mp3 #top .hr.hr-invisible.av-158c1xv-0f3fff04d92ea45ef949f5320848a2c0{ height:5px; } How to diagnose device-related technical problems Your analytics package will track the kind of device your visitors are coming on. Is there a problem with this site when viewed with the Safari (in app) browser? The Google Analytics report Audience > Technology > Browser & OS shows that there may be a technical issue with Safari visitors coming from within an app. This may also reflect visitors coming from mob...…
Are you tired of arbitrary changes being suggested for your designs -- ads, copy, layout -- based solely on opinion. We talk about defending your design in part two of my conversation with Tom Niemeyer. Tom Niemeyer and Brian Massey of Conversion Sciences All Episodes Subscribe to the Podcast iTunes | Spotify | RSS All Episodes Defend your design. Let's face it. Your design work is going to be evaluated by neophytes. Whether you work as part of an in-house team or in an agency, your best work is going to be judged by company executives who've never spent a day studying design, done any UX research, or even own a box of crayons. The best of them will defer to your judgment. Until they don't. But these are the neophytes who write checks. They have not earned their red pen, but they paid for it. Does it pay to stand as the Captain America for their prospects and customers? Or is it smarter to give them what they want? Do data-driven designers get fired more often than designers with a good story? Defending Your Designs I've been in many meetings when our data clearly contradicts the decisions of a designer. I'm going to tell you the truth. We usually lose. That's right, the whims of a designer override the science-driven, lab-coat wearing data of a Conversion Scientist. I'll also say this: most designers welcome the data, so this scenario is rare. Basically, it boils down to the culture of the business. "Once an organization becomes comfortable with risk, they almost immediately snap into reducing that risk." Can data help you defend your designs? In part 2 of my conversation with designer Tom Niemeyer, we explore this question. And others. "Design is really a negotiation," says Tom. Let's see what this means for you. "The process we go through allows them to take more risks while reducing the potential cost, the potential downsides." We'd like to hear from you At the time of this recording, most of us are not working from the office, not commuting. We'd like to hear from you. What is your situation. How is the coronavirus and its financial fall out impacting your company, your work and your customers? Shoot us an email at podcast@conversionsciences.com. We'll discuss it in another episode. Quick Links: Connect with Tom Follow Brian on Twitter…
How do you do performance-based web design without putting your creatives in a straight jacket? We asked a designer that has been put in that very situation. Tom Niemeyer and Brian Massey of Conversion Sciences All Episodes Subscribe to the Podcast iTunes | Spotify | RSS All Episodes A group of kids goes to visit a ranch. Behind the ranch house the land stretches uninterrupted to the horizon. The rancher suggests that the kids go out and play. If you tracked the paths of these naturally curious children, you'd find that they stayed close to the ranch house, not venturing far out onto the land. They would tend to remain in safe groups as they played. The next summer, the kids visit the ranch again. This time, the rancher has built a fence to create a large back yard. Again, the rancher sends the children out to play. This time, their paths would be quite different. You would see them venturing out to the very edges of the yard, exploring in this smaller-but-manageable space. They would move more freely and play more independently. Now, this parable is based on studies of rats. I've turned the data into a more relatable story. Like the wide open land, the web offers an open expanse of design possibilities. If you believe the research and my parable of the ranch kids, you'll agree that this may be a bad thing. The study of rats indicated that open spaces elevated anxiety in the rats, while the enclosed space reduced anxiety. If you're designing for the web, you are in an open space of possibility. This, according to the research, results in an anxiety response. There's a whole lot more unknown out there, and every place feels dangerous. Alternatively, if you fence yourself in, you actually increase the area of consideration. Anxiety is reduced, exploration is increased. But you also quickly find the boundaries. I keep this study in mind, because I see data as a fence. It creates an enclosed space, a space that can encourage exploration, but it can also create the sense of limitation. Designers are a tough bunch. They want guidelines, but they hate the idea of limits. This makes them seem like divas, difficult to please in any situation. So what is a data-driven marketer to do? I decided to put a web designer on the spot. How do you deal with designers who want guidance, but hate limitations? In other words, how do you introduce data into the design process without putting your creatives in a straight jacket? I asked a designer. In fact, I asked a designer who we've been doing this to for over a year now. Tom Niemeyer has been the designer-among-nerds here at Conversion Sciences. If there is any doubt that conversion optimization can be improved by a good sense of design, Tom has put it to rest for us. For me the question is this: How close to the ranch house do you put the fence? This topic required two episodes. Listen to what he says in part one.. "Sometimes we're running from our old Website more than running toward the new Website" The three D's of Web Design The three "D"s that Tom talks about are fences. Deadlines. Decision-makers. Desire paths. What are the primary limiters of your design process? This is going to require some honesty on your part. On a scale of one to five rate your current project. One to five: The deadline is King. One to five: The decision maker is the Queen. One to five: The end-user is the one-eyed Jack. How did you score? Most likely there are two that dominate. And this pattern shows up in all of your projects. Would your teammates agree? Maybe you should ask. In Part 2 of my conversation with Tom we talk about defending your design with data. Subscribe to get that next episode. And, don't forget to send us your questions - podcast@conversionsciences.com. Now go science something. Resources Discussed Studies of Rats Quick Links Connect with Tom Follow Brian on Twitter…
What is the key to creating a persuasive website? Calum Coburn takes a page from the negotiator's handbook. Learn the key to being persuasive both in person and on the Web. All Episodes Subscribe to the Podcast iTunes | Spotify | RSS All Episodes "Turn the other cheek." This well-worn phrase has come to mean many things. Forgive easily. Don't over-react. Be strong in the face of adversity. All of the focus is on the person doing the cheek turning. But the truth is, there is no righteous turning of cheeks without a slap. The full quote from the Bible is this: “If anyone slaps you on the right cheek, turn to them the other cheek also.” -- Matthew 5:39 This is the classic hero's journey in one sentence. The hero is presented with an event that changes his world. People will hit you. He faces a choice, to strike back or to elevate himself and turn the other cheek. If he passes this test, he will be transformed. But none of this happens without the slap. This is traditionally the role of the villain in our stories and myths. The hero's journey also shows up in our marketing. We call them customer journeys. If we want to make our customers heroes, it begs the question: Who plays the villain? One choice for persuasive website When we are writing persuasively, we have a fundamental choice: Do we emphasize the positive aspects of our offering, or do we emphasize the potential loss that comes from inaction. In the first case, we are selling our visitors. In the second we are playing the villain, presenting a negative consequence and agitating our heroes into action. Would you like to know which works better according to science? Calum Coburn has the data, and he comes with a very interesting perspective: the world of negotiation. Calum is a trainer, coach and consultant to businesses who want to be better at negotiating. What does he know about persuasion and how can we use it in our digital marketing. We talk about the concept of “prospect theory,” and today’s guest is an expert. Literally. Calum Coburn is the Director and Vice President of The Negotiation Experts, a training and consulting firm that enables sales teams to drive measurable profit improvements. On today’s show, Calum and Brian discuss the finer points of “prospect theory,” along with how to start building the foundations of trust as soon as your prospects see your web copy. Resources Discussed Myers Briggs Test http://www.mypersonality.info/personality-types/ www.personalitytype.com/career_quiz Kolbe Index https://kolbe.com Stanford Study: https://credibility.stanford.edu/guidelines/index.html The Speed of Trust by Stephen M.R. Covey Waiting for Your Cat to Bark by Brian & Jeffrey Eisenberg Thinking Fast and Slow by Daniel Kahneman CRO for Website Redesign Quick Links Connect with Calum Learn more about The Negotiations Experts Follow Brian on Twitter Learn more about Conversion Sciences…
What stands in the way of converting marketing leads to sales and revenue? Sammy James has the data and a solution for marketing leads that seem to evaporate when sent to sales. .avia-video, .avia-iframe-wrap { margin-bottom: 0px;} .avia-video.av-14ea5ia-504d7d082dedc75978da61499f088ea0{ background-image:url(https://conversionsciences.com/wp-content/uploads/2020/03/Converting-marketing-leads-to-sales-with-Sammy-James-on-the-Intended-Consequences-Podcast.jpg); } All Episodes Subscribe to the Podcast iTunes | Spotify | RSS All Episodes Do you remember how we got movie times before the internet? For a large part of my audience, the answer might be "what do you mean 'BEFORE' the internet??". It was a service called Moviefone 800-777-FILM. Call and it would read the local movie listings to you. That's right. People would actually take the phone from the kitchen wall and dial a number to have movie times read to them. This service didn't shut down until February of 2014. The men who created this service weren't making movies or selling tickets. They were making it easier for people to choose movies, eventually leading to them buying tickets. They still did well. Moviefone was sold to AOL in 1999 for $388 million dollars. The service answered two questions: "Is there a movie I would like to see?" And, "Is there a showtime that works for me?" The Truth about Marketing Leads There's an assumption that sales is going to just [call], that it's like throwing a piece of steak across the fence to a junkyard dog. You don't have to worry. They're gonna grab it. It's not going to sit there. That's the assumption of how sales works. I'm always fascinated by the kind of people that can apply technology to problems even when it seems unintuitive. Why would someone call when they can just look the movie times up in the news paper? Because someone created a service that made it easy enough, that was focused on exactly what was needed, and got the word out about it. My guest is one of these people. Sammy James is one of those people who focuses on a problem and single-mindedly work to solve it completely. He sees filling out an online form as the equivalent of sitting down at a restaurant with no waiters. No matter how hungry you are, you're not going to wait for too long. Sammy is the founder of Speak2Leads.com a service that connects salespeople to prospects when they fill out a form. It's a Moviefone-like problem with a Moviefone solution. What the Data Says: Email, Podcasts, & Lead Conversion What does the data tell us about effective email, podcasts and converting leads to sales? It's in here. * Biggest misunderstandings * Important metrics * Applying the data 39 page PDF Fits on your phone window.dataLayer=window.dataLayer||[]; window.dataLayer.push({ ecommerce: null }); window.dataLayer.push({ event:'view_item', ecommerce: { items: [ { item_name:'What the Data Says: Email Podcats Leads', item_category:'Ebook', item_category2:'Subscriber', item_id:'0012', price:99.25, form_id:'gform_33', form_name:'What the Data Says:Email, Podcasts, & Lead Conversion' } ] } }); First Name*Business Email* EmailThis field is for validation purposes and should be left unchanged. Δdocument.getElementById( "ak_js_4" ).setAttribute( "value", ( new Date() ).getTime() ); /* = 0;if(!is_postback){return;}var form_content = jQuery(this).contents().find('#gform_wrapper_33');var is_confirmation = jQuery(this).contents().…
Can a podcast lend an important human voice to our otherwise robotic digital brands? Here's what the data says. All Episodes Subscribe to the Podcast iTunes | Spotify | RSS All Episodes A website has some limitations when it comes to growing your brand. A website has to wait until someone comes to visit. It's like that kid always hoping someone will sleep over. You can't send it out on a tour, like a book author. It won't fill stadiums with screaming fans. It doesn't count as a passenger so you can use the HOV lane. When you think about it, a website is more like the brick and mortar store of the digital world. Actually, if you've seen the way websites are designed, they are really more like a booth at a generic convention. In Topeka. If you saw your website at a party, how long would you want to hang out with it, if at all? Isn't your website more teller machine and less Teller. Fear not, for the digital world offers a way to lend your digital brand the humanity your website struggles with. What the Data Says: Email, Podcasts, & Lead Conversion What does the data tell us about effective email, podcasts and converting leads to sales? It's in here. * Biggest misunderstandings * Important metrics * Applying the data 39 page PDF Fits on your phone window.dataLayer=window.dataLayer||[]; window.dataLayer.push({ ecommerce: null }); window.dataLayer.push({ event:'view_item', ecommerce: { items: [ { item_name:'What the Data Says: Email Podcats Leads', item_category:'Ebook', item_category2:'Subscriber', item_id:'0012', price:99.25, form_id:'gform_33', form_name:'What the Data Says:Email, Podcasts, & Lead Conversion' } ] } }); First Name*Business Email* EmailThis field is for validation purposes and should be left unchanged. Δdocument.getElementById( "ak_js_7" ).setAttribute( "value", ( new Date() ).getTime() ); /* = 0;if(!is_postback){return;}var form_content = jQuery(this).contents().find('#gform_wrapper_33');var is_confirmation = jQuery(this).contents().find('#gform_confirmation_wrapper_33').length > 0;var is_redirect = contents.indexOf('gformRedirect(){') >= 0;var is_form = form_content.length > 0 && ! is_redirect && ! is_confirmation;var mt = parseInt(jQuery('html').css('margin-top'), 10) + parseInt(jQuery('body').css('margin-top'), 10) + 100;if(is_form){jQuery('#gform_wrapper_33').html(form_content.html());if(form_content.hasClass('gform_validation_error')){jQuery('#gform_wrapper_33').addClass('gform_validation_error');} else {jQuery('#gform_wrapper_33').removeClass('gform_validation_error');}setTimeout( function() { /* delay the scroll by 50 milliseconds to fix a bug in chrome */ }, 50 );if(window['gformInitDatepicker']) {gformInitDatepicker();}if(window['gformInitPriceFields']) {gformInitPriceFields();}var current_page = jQuery('#gform_source_page_number_33').val();gformInitSpinner( 33, 'https://conversionsciences.com/wp-content/plugins/gravityforms/images/spinner.svg', true );jQuery(document).trigger('gform_page_loaded', [33, current_page]);window['gf_submitting_33'] = false;}else if(!is_redirect){var confirmation_content = jQuery(this).contents().find('.GF_AJAX_POSTBACK').html();if(!confirmation_content){confirmation_content = contents;}jQuery('#gform_wrapper_33').replaceWith(confirmation_content);jQuery(document).trigger('gform_confirmation_loaded', [33]);window['gf_submitting_33'] = false;wp.a11y.speak(jQuery('#gform_confirmation_message_33').text());}else{jQuery('#gform_33').…
It's a big question. "When should I invest in conversion optimization for my website?" Even though I've been preaching the benefits of CRO since 2006, I don't consider it an obvious decision. Instead of telling you what I think, I asked a competitor to tell you, just to keep me honest. Subscribe to the Podcast iTunes | Spotify | RSS All Episodes We have answered the question, "How do I pick a conversion optimization consultant," before. We've also told you where to go and get your CRO budget. Now we answer the question of "when" is the right time for conversion rate optimization. If I'm going to truly help you improve your online business, I have to help you answer this question. The problem is that I have a conflict. It's easy for me to say, "Hire my company, Conversion Sciences." It's my fiduciary duty as the Managing Partner. Getting new clients is one of the goals of this podcast and why we spend so much time and money on it. I am eminently qualified to answer this question because of my years of experience, BUT I'm NOT going to be the best source of information on this because I am biased. So I did something crazy, something that arguably violates my fiduciary duty to my company. Don't tell my partner. Getting a second opinion on Conversion Rate Optimization To help make you better at investing in conversion optimization services, I did something I may regret. I invited a direct competitor onto this podcast. Why would I, after all of my investment in producing and marketing this podcast, offer a platform to a competitor? Because you need a second opinion. Rather than make you go out and find it, I'm going to provide it to you right here on the podcast. I believe that if I help you answer this question, you will make a better decision. I also believe that our reputation, our brand value and our track record make our brand strong. Strong brands can take risks, especially those that can benefit their customers and prospects. There are a LOT of websites that need conversion optimization. There is plenty of business to go around. To help you make the decision about buying conversion optimization services, I didn't choose some slouch conversion optimization agency spewing best practices. Jon MacDonald is the founder and President of conversion optimization agency called The Good. He has been doing this almost as long as I have. I have to tell you, I was surprised at how similar our two approaches are. And Jon's path is very similar to mine. "If you're not getting the traffic and engagement to even prove your product is sustainable, then you really shouldn't be investing in optimizing." When you get back to the office… I recommend that you get an understanding of how small increases in your conversion rate can affect your income. Search for "Conversion Sciences Calculator" using your favorite search engine. There you can enter your average monthly traffic, the number of conversions you get, and the value of a conversion -- either the transaction order value or the value you've placed on a lead or subscriber. If you aren't sure, don't worry. You can play "what if" with the numbers after entering your name and email. It's the first step toward understanding if your business is ready for conversion optimization. If you like what you see there, you can schedule a free conversion consultation on our website. Now go science something.…
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