Paul Cheney says, “We all have blind spots. Some of us more than others. But if we’ve learned anything from the last 100 years or so of marketing and advertising, it’s that marketers have some of the worst blind spots imaginable. So it’s no surprise that we need a little helpseeing our pages with new eyes: the eyes of the customer. For the past 20 years, MarketingExperiments has been researching why people say “yes” to a given offer. What we’ve found through this research is that it’s often not what we, as marketers, think it is. Our self-interest always gets in the way of... [...]

Josh Wilson says, “Why do people say “yes” to your offer?  Any time there is an ask for something, whether you are asking people to purchase something, give you something or to do something, the person can either say “yes” or “no.” In this short article, I will explain the conversion heuristic and how it can help you optimize your online marketing efforts and get to more yes(s.) What is a conversion? Definition — Conversion:  noun. The act or process of changing from one form, state, etc., to another. If you are a marketer, it is your primary responsibility to help convert... [...]

Deiss says that while traffic matters, what matters more is conversions. What is at the heart of conversions is the quality of the offer being made. So, if you have been concerned about getting people to your site, take some time to make sure they find their visit worthwhile, once they get there.  [...]

You can waste a lot of time catering to people who are always on the lookout for free products. You may offer a free product to get them to opt in to your mailing list, and that may be the last thing they ever get from you, at least until the next time you offer something free. It doesn’t have to be this way. Certainly, you want to reward them for joining your list, but you don’t have to let the relationship go cold at that point. You can get them in a buying mood so they will buy from you again and again. This printable training will show you how to build your list full of these freebie... [...]

Milad Oskouie says, “You’re probably immediately asking yourself the question: How can it be said that conversion rates don’t matter when they’re the number one driver behind every online marketing strategy? Truth, as someone once said, is determined by the perspective from which it’s observed. When you consider everything that is held as truth today, and you factor in concepts of time and motion, you’ll understand there’s a lot of relativity involved in perceived truth. Relativity has the potential to raise Internet marketing to the next level when it... [...]

John Tackett says, “I have a deep respect for the marketers at nonprofits. How they deliver appeal and exclusivity to donors, in some circumstances, can potentially make or break solvency. Consequentially, I would argue testing and optimizing value proposition for nonprofits is vital. In this MarketingExperiments Blog post, we’ll take a look at an experiment from a Web Optimization Summit 2014 presentation from featured speaker Tim Kachuriak, Chief Innovation and Optimization Officer, Next After, on “selling the intangible.” Before we begin, here are some background notes on the test. Background: The... [...]

The latest article on  ‘Marketing Land’ is titled “Conversion Optimization: Measuring Usability In The User Experience (UX) – Part 2”. Shari Thurow says, “Many online marketers dismiss usability as a critical part of the user experience. A delightful experience requires effective and efficient goal attainment. A delightful experience also occurs on websites that are easy to use and easy to remember. As I’ve mentioned previously, usability should take into account the following 6 elements: Effectiveness: Can users achieve their desired goals on your website? Efficiency: How... [...]