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conversion-rate-experts.com
Important lessons Test what matters most! Many people think that CRO involves tweaking different buttons, or following some set of ?best practices.? The truth is that you have to identify the critical parts of your conversion funnel?and then be brave enough to test bold changes to them! With PhotoShelter, testing the offer was scary, but the pay-off was large. Discover what your customers care about, and then show it to them! PhotoShelter?s customers were happy to give feedback. We just had to ask them for it! We identified the key ?persuasion assets? that customers stated as having been important in persuading them to convert. One example was seeing examples of real PhotoShelter-powered sites. Urge people to take action. Split testing verified the benefits of adding more calls-to-action. Once prospects converted, our job was not over; we needed to turn them into happy lifelong customers?ones who would recommend PhotoShelter to their friends. To discover another very simple yet extremely valuable change we made to PhotoShelter?s site, subscribe to our newsletter. The odds are your site is not doing this and you are missing out on conversions right now.
Read more articles - conversion-rate-experts.com - Your Highlight Location 51-60 | Added on Wednesday, 8 May 13 19:49:08
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We wanted prospects to start using the product immediately after signing up. We therefore removed all distractions, showing users a linear path towards getting their first site set up. So, for example, we changed the user journey so that customers were encouraged to upload photos immediately after signing up.
Read more articles - conversion-rate-experts.com - Your Highlight Location 46-48 | Added on Wednesday, 8 May 13 19:48:55
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We surveyed the people who converted, to understand what made them different from those who didn?t. They reported that viewing examples of other photographers? PhotoShelter websites had persuaded them to get their own. An analysis of Google Analytics data confirmed that people who converted were much more likely to have seen examples of existing PhotoShelter websites. Interestingly, this vital content was not prominently featured in PhotoShelter?s conversion funnel. We consequently added the Examples page to the global navigation bar. This subtle change may appear to have been trivial, but a split test confirmed it increased the site?s overall sales by 12%.
Read more articles - conversion-rate-experts.com - Your Highlight Location 36-41 | Added on Wednesday, 8 May 13 19:48:31
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we reworded PhotoShelter?s table of benefits, prioritizing features that we knew the customers cared about, and expressing them in words that they would understand.
Read more articles - conversion-rate-experts.com - Your Highlight Location 32-33 | Added on Wednesday, 8 May 13 19:47:34
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Throughout the site, we used direct language about how PhotoShelter benefits photographers?based on things we knew they cared about, using language that we knew would resonate with them.
Read more articles - conversion-rate-experts.com - Your Highlight Location 30-31 | Added on Wednesday, 8 May 13 19:47:21
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To better understand PhotoShelter?s service and its customers, we Organized discussions with serious photographers. Became paying customers of PhotoShelter. Surveyed PhotoShelter?s existing clients. Surveyed PhotoShelter?s prospects. The insights gleaned from this research allowed us to better communicate PhotoShelter?s benefits, as seen through the eyes of its prospects.
Read more articles - conversion-rate-experts.com - Your Highlight Location 27-30 | Added on Wednesday, 8 May 13 19:47:11
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The split test was carried out using Google?s split-testing tool, but we obtained the results by analyzing data from PhotoShelter?s back-end system to compare the lifetime customer value of each group of customers.
Read more articles - conversion-rate-experts.com - Your Highlight Location 24-26 | Added on Wednesday, 8 May 13 19:46:58
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Our surveys revealed that PhotoShelter?s visitors were anxious to try out the product. PhotoShelter already had a free version, but it had limited features, and an analysis of the business data revealed that it wasn?t particularly effective at persuading users to upgrade to the paid versions. On the other hand, we found that once users tried the fully functional version of PhotoShelter, they were likely to continue using it. Armed with this insight, we established that our goal was to get as many visitors as possible to try out the fully functional paid version, by offering a no-risk $1 trial of it.
Read more articles - conversion-rate-experts.com - Your Highlight Location 16-20 | Added on Wednesday, 8 May 13 19:46:38
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(Side note: If your company, product, service, web app, or whatever is still in its embryonic stages, we highly recommend you read these resources from four very intelligent guys: this article by Paul Buchheit, who created Gmail; this one by venture capitalist Paul Graham; this slide deck by Dave McClure; and these videos by retired entrepreneur Steve Blank.)
Read more articles - conversion-rate-experts.com - Your Highlight Location 10-15 | Added on Wednesday, 8 May 13 19:46:08
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Use search engines to track what people are saying about you. Several search engines track buzz in real time, and you can discover what people are saying about your website on blogs, forums, and social media networks. These search engines are a useful addition to Google Alerts, which you should also be using. These days, we tend to use Twitter Search the most. As you are reading through the results, make a list of what people are saying. What do they like about your website? What don?t they like about it?
Read more articles - conversion-rate-experts.com - Your Highlight Location 212-216 | Added on Sunday, 7 April 13 19:08:22
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Kampyle allows your visitors to give feedback on your site, via a little button that sits at the edge of each webpage. (Ours is that green ?Feedback? button that follows you down the right-hand side of this page.) The button leads to a pop-up survey, which allows visitors to give their feedback.
Read more articles - conversion-rate-experts.com - Your Highlight Location 194-196 | Added on Sunday, 7 April 13 19:08:03
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To some extent, your customers? reasons for buying will reflect the reasons you provided in your advertising, so keep an eye out for discrepancies. These emails will reveal Things that are important to your customers, but that don?t get emphasized in your webpages. Things that you think are major selling points, but that your customers don?t mention. Also, pay particular attention to the exact wording they use. For example, the words ?bargain,? ?cheap,? and ?great deal? mean very different things in customers? minds, so it?s worth using the exact same language they use. There are many free tools for ?Tell-a-Friend,? and some of our clients prefer to build their own. The one we recommend isn?t free. It?s called Tell-A-Friend King. It has a free trial, followed by a nearly free charge of just $6.48/month.
Read more articles - conversion-rate-experts.com - Your Highlight Location 185-192 | Added on Sunday, 7 April 13 19:07:52
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Your customers are your best salespeople?so use Tell-A-Friend King to listen to how they sell! Do you have a ?Tell-a-Friend? program? More importantly, do you have a ?Tell-a-Friend? program that allows customers to send personalized emails to their friends? If so, you are sitting on a goldmine of marketing research. You see, those emails contain the exact answers to the question, ?Why do people buy from you?? Companies spend a lot of time deciding what their positioning should be, and what wording they should use in their advertising. By reading through your ?Tell-a-Friend? emails (privacy policy permitting), you?ll see how your customers sell your service to their friends.
Read more articles - conversion-rate-experts.com - Your Highlight Location 179-184 | Added on Sunday, 7 April 13 19:07:25
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Does your website sell diet plans? Then go to your local gym and talk to people. Get to know them, listen to their opinions, show them your website, and ask them all the things you can?t ask your website?s visitors. Alternatively, spend a few hours interviewing your company?s customer support staff?or anyone who regularly sells to your customers. These people spend all day speaking with your website?s visitors and understand them better than anyone.
Read more articles - conversion-rate-experts.com - Your Highlight Location 173-176 | Added on Sunday, 7 April 13 19:07:07
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Use your ears and mouth (and go outside). If you can?t sell it face to face, how can you expect to sell it online?
Read more articles - conversion-rate-experts.com - Your Highlight Location 168-168 | Added on Sunday, 7 April 13 19:06:50
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Bear in mind that the people who want to be interviewed don?t necessarily represent your average visitor?in particular, they may be more time-rich and cash-poor than your average visitor. However, they are still much more qualified than most people.
Read more articles - conversion-rate-experts.com - Your Highlight Location 159-160 | Added on Sunday, 7 April 13 19:06:02
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Ethnio provides an easy way of adding a pop-up survey to your website. The survey asks your visitors if they?d like to participate in a usability test. You can customize the survey, so you can ask them details about themselves, such as why they visited your site and whether this is their first visit. You?ll probably have to offer them a small cash incentive for participating in your tests. People?s willingness to participate depends on which type of market you?re in; visitors to some types of website, such as financial services, tend to be particularly reluctant to start a conversation. In other markets, visitors love to get involved.
Read more articles - conversion-rate-experts.com - Your Highlight Location 150-155 | Added on Sunday, 7 April 13 19:05:49
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Once you have fixed the more obvious problems with your website, it?s time to carry out some usability tests on qualified prospects?that is, people who actually visit your website.
Read more articles - conversion-rate-experts.com - Your Highlight Location 145-146 | Added on Sunday, 7 April 13 19:05:32
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Many of our clients choose to do the interviewing themselves (we normally recommend that the copywriter get involved somehow). If you want to outsource that too, you can. We recommend doing the first few yourself. Trust us; you?ll learn a lot. If you?d like to outsource your usability testing, here are some recommendations: In the USA, our friends at Bolt Peters. In the UK, our friend Andy Budd.
Read more articles - conversion-rate-experts.com - Your Highlight Location 137-141 | Added on Sunday, 7 April 13 19:05:16
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We recommend you find the nearest public place with Wi-Fi (Starbucks is a good choice!), and start getting people to look at your website. Simply take notes with pen and paper, and you?ll soon have a huge list of ideas for improving your webpages. You?ll be amazed at the number of insights you can get from carrying out just three tests.
Read more articles - conversion-rate-experts.com - Your Highlight Location 128-130 | Added on Sunday, 7 April 13 19:04:24
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Asking questions to your non-customers One of the hardest tasks in web marketing is to capture the views of visitors who have no interest in what you?re currently offering. In this situation, you may choose to drive some of that traffic to a survey page, and then offer an incentive?maybe a free report?for completing the survey. By asking open-ended questions to these visitors, you can learn what they were searching for, and what you?d need to do to provide it. Other things you need to know about your customers You need to know which of your products your customers like most, and why. Note: The products that are most-liked aren?t necessarily the ones that you sell most of. Just because a restaurant might sell a lot of lasagna doesn?t mean their lasagna is well-liked. In fact, it might be deterring customers from ever coming back. By knowing which of your products is most-liked, you can Design the most effective sales funnel, so your most-liked products aren?t hidden away. Improve your existing products, to make purchasers more likely to buy from you again. Note that your survey can constantly be changing, which will allow you to keep getting deeper insights into your visitors and customers. One survey may reveal insights that you decide to pursue with questions in subsequent surveys. Use 4Q to ask your visitors why they visited you, and whether their visit was successful. Web analytics guru Avinash Kaushik suggests that you survey your visitors as they leave your website. Here are the incredibly useful questions he proposes you ask: Question 1: Based on today?s visit, how would you rate your site experience overall? Question 2: Which of the following best describes the primary purpose of your visit? Question 3: Were you able to complete the purpose of your visit today? If they answer yes to Question 3, ask this: Question 4: What do you value most about the [Company] website? If they answer no to Question 3, ask this: Question 5: Would you please tell us why you were not able to complete the purpose of your visit today?
Read more articles - conversion-rate-experts.com - Your Highlight Location 92-111 | Added on Sunday, 7 April 13 19:00:24
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Here are a few good questions to ask your customers. Start with this (answers should be on a scale from 0 to 10): How likely are you to recommend us to a friend or colleague? This is often referred to as the ?Net Promoter? question. It can be deceptively useful. See this page for the theory behind it, and details of how to analyze the data from it. A similar question is In the past six months, have you criticized or spoken highly of [YourCompanyName] to a friend, colleague, or family member? If so, please give details. This is a great way to jog the customer?s memory and to elicit specific criticism or specific praise. In the latter case, you might get a testimonial. If you could have us create something just for you, what would it be? Your customers can be a great source of ideas for new products, and this question is a great way of collecting those ideas. More straightforward?but less thought-provoking?wording would be this: What other products or services should we offer? If you don?t know how you differ from your competitors, there?s a good chance your customers can tell you! This simple question can be really useful: How would you describe us to a friend? This reveals why your customers like you. Similarly, you could ask something along the lines of Which other options did you consider before choosing our product or service? Why did you decide to use us? It?s particularly important to ask the above two questions before you undertake any re-branding exercise, so you understand what your existing positioning is. Do you use us for all your [ProductType] or do you also use alternative companies? If so, why? You may choose to ask some questions to a small fraction of your customers. This particularly applies to the following question, which could encourage your customers to shop around: Why do you use [YourCompanyName or YourProductName] rather than the alternatives? If you want your customers to use you more often, you could do worse than to ask them this: What would persuade you to use us more often? Can you see how this can save you a lot of trial and error? If your customers are likely to know other potential customers, these questions can be useful: How could we persuade your friends or colleagues to use us? If you were in charge of our company, how would you persuade people like yourself to use us? Your customers may also have strong views about where you should be advertising, so you might want to ask this: If you were in charge of our company, how would you spread the word about us?
Read more articles - conversion-rate-experts.com - Your Highlight Location 70-92 | Added on Sunday, 7 April 13 18:59:36
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Using live chat may actually increase your conversion rate, because you (or one of your customer service staff) can personally help the customers to take action.
Read more articles - conversion-rate-experts.com - Your Highlight Location 65-66 | Added on Sunday, 7 April 13 18:58:47
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What you can learn from live chat Which pages are giving people problems. Which products people are asking questions about. What their main questions, concerns, and objections are. Which of your answers, reassurances, and counter-objections persuade visitors to take further action. If your customer service staff is providing your live chat, you may choose to read through the transcripts of the chats regularly to find insights you can apply to your website.
Read more articles - conversion-rate-experts.com - Your Highlight Location 60-64 | Added on Sunday, 7 April 13 18:58:39
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We use LivePerson.com, which provides some great reporting tools. We?ve heard good things about Olark too. If you want a free tool, we recommend you check out Google Talk Chatback.
Read more articles - conversion-rate-experts.com - Your Highlight Location 57-60 | Added on Sunday, 7 April 13 18:58:28
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Use Google Talk Chatback to let your visitors tell you what?s missing from the page!
Read more articles - conversion-rate-experts.com - Your Highlight Location 52-53 | Added on Sunday, 7 April 13 18:58:16
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Use Google Talk Chatback to
Read more articles - conversion-rate-experts.com - Your Highlight Location 52-53 | Added on Sunday, 7 April 13 18:58:11
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Some companies are unable to use the standard version of ClickTale. This includes financial companies, which are regulated as to how their data must be stored. A service called TeaLeaf used to be the most popular alternative, but now ClickTale also offers an enterprise version.
Read more articles - conversion-rate-experts.com - Your Highlight Location 49-51 | Added on Sunday, 7 April 13 18:58:00
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Install Crazy Egg on your most important pages (in terms of revenue and traffic) and on any pages you feel may have usability issues.
Read more articles - conversion-rate-experts.com - Your Highlight Location 32-33 | Added on Sunday, 7 April 13 18:57:07
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107. Another way of increasing the revenue per visitor is by increasing the average Lifetime Customer Value (LCV) of visitors who order.
Read more articles - conversion-rate-experts.com - Your Highlight Location 303-304 | Added on Sunday, 7 April 13 18:55:17
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106. If you have advertising on your site, test that. With many advertising programs (such as Google?s AdSense and Chitika), you can split advertising into channels. You can then test the following and measure which variations bring in the most revenue: Different sizes of an ad Different shapes of an ad Different positions of an ad
Read more articles - conversion-rate-experts.com - Your Highlight Location 300-303 | Added on Sunday, 7 April 13 18:55:04
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105. Consider making everything clickable. Visitors click on everything?pictures in particular. And if they are clicking on something, it?s because they expect something to happen.
Read more articles - conversion-rate-experts.com - Your Highlight Location 298-300 | Added on Sunday, 7 April 13 18:54:59
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104. Get your ?Site Search? feature working. Google Mini and Google Free Web Search both enable your visitors to search your site using Google. Then use your analytics package to discover what your visitors were searching for. Then, consider adding that content to your webpage?or making it more prominent.
Read more articles - conversion-rate-experts.com - Your Highlight Location 295-298 | Added on Sunday, 7 April 13 18:54:17
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103. Minimize your website?s load times (here?s a nice tool for checking your site).
Read more articles - conversion-rate-experts.com - Your Highlight Location 294-295 | Added on Sunday, 7 April 13 18:54:10
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Usability
Read more articles - conversion-rate-experts.com - Your Highlight Location 294-294 | Added on Sunday, 7 April 13 18:54:05
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101. Be careful with entry pop-ups and exit pop-ups. These sometimes work well; sometimes, however, they just irritate users.
Read more articles - conversion-rate-experts.com - Your Highlight Location 293-294 | Added on Sunday, 7 April 13 18:53:50
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100. The ?Order Confirmation? page is a great place from which to sell other products (this is known as ?cross-selling?).
Read more articles - conversion-rate-experts.com - Your Highlight Location 291-292 | Added on Sunday, 7 April 13 18:53:47
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99. A good ?Refer-a-Friend? program placed on the ?Order Confirmation? page can be very effective at generating new, high-value customers. (Speaking of friends, would any of YOUR friends benefit from reading this article? Send them a link?they?ll love you for it!)
Read more articles - conversion-rate-experts.com - Your Highlight Location 289-291 | Added on Sunday, 7 April 13 18:53:36
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98. Immediately after customers have ordered?or agreed to anything?they are in a particularly agreeable mood (seasoned salespeople refer to this phenomenon as the ?yes set? or ?yes ladder?). Take advantage of your customers? positive frame of mind by offering them additional products or services.
Read more articles - conversion-rate-experts.com - Your Highlight Location 287-289 | Added on Sunday, 7 April 13 18:53:16
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97. Make your message consistent. Do whatever you can to ensure your sales message remains the same all the way from ads through to order placement.
Read more articles - conversion-rate-experts.com - Your Highlight Location 285-287 | Added on Sunday, 7 April 13 18:53:12
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