Richard Chapman brings you the latest conversion and analytics news, trends and blogs
Brad Tiller considers Fiverr’s route to success from launch in 2009 to now having more than three million freelance ‘gigs’ on board. In 2014, the Fiverr team hired Yoav Aziz as a growth specialist, who introduced A/B testing and optimisation to the site.
In one year, Yoav and Fiverr have run more than 400 A/B tests on its landing page in the past year and the results speak for themselves – a 457% increase in landing page registrations. However, what makes this truly incredible is that, at the time of starting with Fiverr, Yoav had little to no experience of conversion optimisation. If he can learn it in under a year you can too.
David Crowther examines the success of Upworthy – an online news site – and how it has come to rival the big content kinds of Huffington Post, Buzzfeed and Wired thanks to its influential headlines.
Crowther says the Upworthy headlines are cleverly crafted to trigger curiosity, using phrases such as ‘You won’t believe what happened next’ to pique interest.
The Upworthy headlines are also social media compatible, by being informal and conversational. And, according to Crowther, each headline is rigorously tested, and not just A/B testing, as up to 25 headline variations can be tested at any one time.
So what are the secrets? Crowther lists three top tips:
Christopher Ratcliff took us back to CRO basics this week with his blog on eConsultancy looking at CRO and why companies need it. In his beginners guide to the marketing discipline, Ratcliff takes us through what is conversion? What is CRO? And what techniques can be used to improve conversion rates.
He underlines the fact that conversion is not always a purchase. It can be an email sign up, a new account creation, a survey completed or an app download.
His post also tackled A/B testing, customer journey analysis and customer feedback – all valuable stages of CRO development.
Successful optimisation talks to both the adult and the child within, and taps into their desires for more pizza, ice cream or chocolate, says Dale Cudmore in his Crazy Egg blog this week.
He talks about how to tailor your message to the many different personalities your clients can hold. He references the 16 Myers-Brigg personality types and identifies five common values that influence buying.
Brad Tiller takes a closer look at the landing pages of six B2B software companies and considers how well they work at conversion on first sight.
He looks at Leanplum, Infusionsoft, Domo, Emma, Constant Contact and Autopilot. His conclusion is that your landing page has to lead with the customer and not with the product. Tell them why they are here in language that talks direct to them. And make them happy they clicked onto your site.
Alex Bashinsky lists his top seven conversion rate optimisation mistakes to avoid in his blog post on Search Engine Journal. He advises:
Read our previous CRO news roundup: Banana Splits, Talking Like Apple and Online Dating Sites
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