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To manage optimization, firms should first examine the general path of a specific persona as they move from visitor to lead to customer. This gives an overview of the strategic picture of our overall conversion efforts. Trew Marketing provides us with an abstr...

In an age where fake news is rampant, almost half of Amazon reviews are unreliable (AdAge), and when anybody, anywhere can create an online shop, instilling trust is a key component to making sales. This is especially true for smaller brands that consumers mig...

RFM, which stands for recency, frequency, and monetary value, is a long-standing analytical method that helps analyze and segment customer behavior based on the recency of their last purchase, the frequency of their purchases, and their monetary value, i.e., h...

Customer lifetime value (CLV) represents a customer’s profitability over their entire relationship with the business. A straightforward way of thinking about CLV is as follows: CLV = average profit per sale (AP) × number of repeat transactions in a period (RT...

A widespread definition of engagement attributed to Forrester is “creating deep connections with customers that drive purchase decisions, interaction, and participation, over time.” Accordingly, the two objectives of the Engage stage are to (1) foster loyalty ...

Conversion Optimization Based on this week’s chapter, optimize the landing page located at bit.ly/34muGIR. Explain your reasoning. Retargeting and Remarketing Assuming the following path, where could use your retargeting ads? User clicks on ...

Remarketing (sometimes called list-based retargeting) and retargeting (also called pixel or behavioral retargeting) are forms of targeting that serve ads to specific consumers, albeit differently. Online, you might find varying terms for these two activities. ...

Ensuring that a persona achieves its macro conversion (e.g., making a sale) entails having well defined, planned paths through which it will go. This idea can be broken down into two main components. First, every conversion is an opportunity for another conve...

Congruence is particularly relevant when designing landing pages, but its driving principles can be used when designing pages throughout a website. According to Unbounce, Congruence refers to The alignment of every landing page element with your single camp...

Ensuring consistency can be supported by practicing message and design matching. Message matching entails repeating the copy or phrasing of your ad or search page result in the webpage where users land. This ensures that the user knows that the page they’ve e...

One of the main tools in the arsenal of conversion optimization is A/B testing. A/B tests “consist of a randomized experiment with two variants, A and B. It includes the application of statistical hypothesis testing or ‛two-sample hypothesis testing’ as used ...

By consistency, we mean how all the elements of a campaign work together. Ideally, these elements should match. Answering the following questions can help us stay consistent: What was the search that the consumer did that led them to see my ad or search res...

Building structure for clarity is all about making sure the message of a page gets across clearly and quickly. To do so, it is useful to follow basic principles of information and visual hierarchy, where the more important the information, the better positione...

Lastly, whitespace is also a design tool that is useful to draw the attention of visitors to specific webpage elements, as shown in Figure 8.12. Figure 8.12 White Space

Directional cues serve two purposes. First, they help direct visitors’ attention to the elements that are pointed to. Second, they help create a reading pattern for your users to follow (Figure 8.10). Keep in mind that reading patterns should also be supported...

Similarly, contrast and color draw the attention of the visitors to the contrasting and colorful design elements, like a button, a specific sentence, a title, or a form (Figure 8.9). Many websites now exist to help with color theory and finding the best contra...

Once a firm has identified what goal visitors are supposed to achieve, it can use visual elements to draw the attention of visitors to elements of the website that should lead them to achieve this goal. A few visual principles can help us here (images from Unb...

Although we think of choice as a great thing, more options are associated with a breadth of negative consequences. According to leading psychologist Barry Schwartz, offering more choices makes people less likely to pick an option and more likely to be dissatis...

We will next cover principles for conversion-centered design proposed by Unbounce. The main idea behind these principles is to help create highly converting webpages by concentrating on key design ideas that have less to do with creating aesthetically pleasing...

Another approach to measuring customer satisfaction and engagement that is widely used is the net promoter score (NPS). Described by the Harvard Business Review as “the one number you need to grow,” NPS is associated with a single, one question survey based on...