The latest conversion rate optimisation news and advice from all corners of the web, brought to you by Richard Chapman.
Building a website to promote an app throws up unique challenges, writes Neil Patel at Forbes.
Not least the fact that you’re promoting a product that users buy, or download, on a different site.
How, he asks, can you optimise your website for an off-site conversion goal? Doesn’t this go against all perceived ideas of CRO best-practice? Asking users to complete additional steps in a conversion journey?
The answer to this puzzle, as Patel explains, is simple: Build a normal site.
“You don’t have to do anything different to develop a great app site,” he writes. Since the only difference is that the point of sale is on another domain, there’s no reason to do anything differently.
Patel recommends focussing on SEO (search engine optimisation) and ASO (app store optimisation) to give your app the best possible visibility, as well as creating lots of pages to increase dwell time, and incorporating social signals to show potential customers there’s already an active community of users.
To read the full article, click here.
Content Marketeer has come up with ten handy tips to help B2B marketers create landing pages that convert, courtesy of Juan Pablo Castro Mosconi.
Full article here. Or here’s the quick version:
[We’ll add to this by recommending creating content that reflects the needs and pain points of different buyer personas – you need to consider both approaches to create a great landing page.]
[Again, we'll put our own two cents in here. Gating content isn't always the best option - there is an argument against gating, where using ebooks and downloads creates a sense of gratitude and ties the user to your company. They will then, the logic goes, naturally come to you first when they are ready to convert. Gating does not work for all - in some cases asking for details too early can put users off. So it's important to find what works for you.]
As Armando Roggio at Practical Ecommerce explains, “A/B [testing] can help ecommerce marketers identify the best landing page design, which form of navigation works best, or even how and where to position page elements”.
But it’s far from a fool-proof process. One small oversight, or misreading of data, can result in bad decision making – and missed opportunities for profit.
Roggio identifies statistical fluctuation in small sample sets, not examining all available data, and testing too many variables as common pitfalls facing e-Commerce conversion experts.
The full article is thoroughly recommended.
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