How 5 Popular Landing Page Optimization Tips Can Also Hurt Conversion Rates

Disclosure: I originally wrote this article for SearchEngineWatch.com.

Everyone should know by now that landing page optimization is a critical tactic in your overall online marketing strategy. Optimizing your conversion rate can effectively boost your return on investment in digital marketing, as well as reduce churn and overall spend.

What most marketers won’t tell you, however, is that landing page optimization can be a double-edged sword; immediate improvements in micro conversions high up the funnel may result in lower overall prospect quality.

Consider the pitfalls of some of the most popular conversion-optimizing tips. Continue reading How 5 Popular Landing Page Optimization Tips Can Also Hurt Conversion Rates

Conversion Optimization: Top 5 Places to Start

Disclosure: I originally wrote this article for Search Engine Watch.

One of the easiest ways to gain credibility with any business partner is to establish quick wins using conversion rate optimization. In terms of business impact, conversion optimization is a grand slam because you effectively reduce cost per action, increase revenue per action, and satisfy more visitors to your website.

As is often the problem, web analysts and marketers tend to inherit a lot of excess baggage, so choosing to focus on only one or two sore spots on a website is hard to do.

Consider these top five places to start: Continue reading Conversion Optimization: Top 5 Places to Start

The secret to conversion? Airplanes, obviously

Last week I was extremely fortunate to attend eMetrics Toronto 2010, which ran in parallel with SMX.  Unfortunately, I had to make a choice: stick with my bread and butter online marketing peeps, or challenge my left brain and get analytical.  Thankfully, my coworker Lisa Davis was joining me for the conference and wanted to attend SMX (her SMX review), so my fate was clear.  Although I wrote up a fairly detailed review of eMetrics on my other blog, Analytics-Advice.com, there was one presentation that really stood out from the rest that incorporated strong correlations between analytics and marketing.

Conversion is something that’s talked about a lot, by experts such as Bryan Eisenberg, Tim Ash, Avinash Kaushik, and many others.  Very few give real-world examples of how conversion is improved over time with proven methodologies that are measurable and repeatable.  If you’ve dabbled in A/B or multivariate testing, you may not think airplanes have a lot to do with your conversion rate, but they do! Continue reading The secret to conversion? Airplanes, obviously