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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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