3 Conversion Rate Optimization Tips
by Toonimo
  Conversion rate optimization (CRO) is key to increasing the ROI of your website. If you have a lot of visitors to your site but a low conversion rate, it is time to seriously assess your site and take some steps to increase your CRO. Onsite conversion is based on a number of factors including the overall quality of the user experience and onsite engagement which can be measured by the time users spend on site, the number of pages visited and the bounce rate. If you are experiencing a low conversion rate, the first step is to take a look at your site analytics to see where you are succeeding and what areas need to be improved.   Here are 3 conversion rate optimization tips to get you started: (more…)...
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4 Ways to Combat Cart Abandonment
by Toonimo
  The latest statistics on cart abandonment show a shocking 68.07% average.  This makes shopping cart abandonment a real and growing problem for ecommerce businesses. Check out Baymard Institute’s 29 Cart Abandonment Rate Statistics for 2014 for more details about the studies done. While these numbers are staggering, online retailers can reduce the rate of abandonment and increase conversions by guiding the user through a streamlined checkout process and eliminating common causes for cart abandonment. According to Avangate, the top four reasons consumers abandon shopping carts are the following: Impatience: In a world of instant gratification where everyone is mobile and on the run, users have very little patience for slow or time-consuming websites. Add in extra forms to fill in or a slow loading page and they are outta there. Confusion: The second it becomes unclear how to complete the purchase or sudden and unexpected costs come up, your shoppers will jump ship. Online shoppers want their experience to be clear, easy and transparent or they will quickly lose patience. Caution: Privacy and theft are considerable fears for most web shoppers who tend to be extremely cautious about disclosing personal information and credit card details. Suspicions may arise if you request too much information. Indecision: Some shoppers just have a hard time deciding, while others are truly shopping around to find the best prices and deals. Some of these individuals may return to their carts to make the purchase after the decision or research processes have been completed if they decide you have what they want for the right price. Now the good news is, if a shopper has filled up a cart on your website, she is interested in your brand.  Knowing the common reasons that shoppers don’t follow through, your job is to help the buyer complete the process and convert that to a sale. Here are ways to combat the 4 reasons for cart abandonment noted above: Improve the user experience.  In addition to a fast loading and easy to navigate design, you want to streamline the purchasing process. Include graphic indicators to show the user how many more steps are in the process and focus on movement. Avoid any unnecessary forms or pop up ads that distract and interrupt the purchase flow and use bright colors and clear calls to action so the user can quickly and easily move from one step to the next. In addition to clear and straightforward navigation, be upfront about prices including shipping and handling fees, making tax and shipping information available from the start. Let shoppers easily navigate forward and back through the site and don’t make them wait until the checkout page to show the final price of the items they want to purchase. According to a survey conducted by WebCredible, about 41% of customers abandon their carts because hidden fees crop up as they are checking out and 44% abandon their carts because of high shipping rates. Offer a number of payment options and don’t make it a requirement to register in order to make a purchase. You can however present a form that suggests registration as a way to hold on to the items in the shopping cart so you can follow up by email if they cart is abandoned. According to Listrak, emails sent three hours after a consumer abandons a cart average a 40% open rate and a 20% click-through rate. Offer exclusive deals and coupons (especially on shipping) to incentivize shoppers to pick your site over the competition. Give plenty of information about your products and offer live support to answer any questions that will help them find what they are looking for and assure them they are making a good choice. Create a guided experience to keep users engaged and on target as they proceed through your site.  To achieve this, consider a personalized walk-through system, which guides users through your site delivering personalized messages based on their behavior. Such onsite guidance systems are proven to increase conversion rates and reduce cart abandonment. We’ve said it before -conversions all boil down to the quality of the user experience. If your site presents a neat and easy to navigate layout, establishes trust, offers a great deal and a engages the user, you are bound to have less cart abandonment and more happy customers. ...
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8 Characteristics of High Converting Landing Pages
by Toonimo
  Pouring massive money into an extensive PPC and SEO campaign can do one thing- drive quality traffic to a site. It can't convert visitors to customers. The traffic is great but the question is what happens when the visitor gets to the specific landing page they're directed to? Is the site traffic directed on a journey to an abyss of internet distress? Can a company shift the efforts to gain significant traffic and also increase conversion rates via landing pages? In order to increase conversion rates on landing pages, companies MUST include these 8 specific characteristics. Converting the traffic is the only metric that determines long-term business success. Take the time to review these traits typical of any highly converting landing page. Headlines Any conversion focused landing page should include a strong, engaging headline. The headline should instantly attract a visitor and cause them to continue reading. The headline piques the interest of the visitor and gives them a brief idea of what the offer will be. Design After a solid headline, a visually engaging landing page is critical for optimizing conversion rates. Differentiate the landing page design from prefab designed templates. Consumer will appreciate a landing page that is customized and relevant. Onsite Guide Most companies design landing pages without focusing on the consumer and placing their interests as a priority. The landing page should be simple and clear for any visitor to easily navigate and submit the necessary information. No landing page will yield 100% conversions. In many instances the landing page is over complex and creates a sense of user ambiguity. Guiding or directing users through the landing page conversion funnel with intuitive explanations to improve user experience and walking users through the process, will encourage higher conversion rates and reduce customer service requests. Call to Action It all comes down to this. A strong call to action draws the user to take an action. An action can be to complete a purchase, send user information, or complete a form. An effective CTA requires time and careful consideration. A solid CTA can significantly change the conversion rates for any company. Offer One Thing Only This is a common challenge with landing pages across industries. Rather than focus on one specific offer or conversion, the landing page offers two- a free e-book and a request to sign up for a newsletter. Multiple offers confuse users and reduces conversion rates because it creates distraction. Credibility In today's digital world, consumers are exposed to myriad of advertisements. With each ad, consumers lose confidence in brands and their ability to evoke trust to the consumer. Any consumer that navigates to a landing page should see signs that the company is a credible source in the specific industry. It can be a badge from the BBB or any industry specific seals of approval. Even testimonials from active users or influencers can increase the trust factor among consumers. Form Fitting to Goal Landing pages are designed to solicit user information through forms. An important consideration is what information is needed from the consumer. Careful attention to only the most relevant information will change the design of the form. Keeping it simple is important but only within the context of what's necessary for the company to succeed. In a B2B space, qualifying a lead with only a name and email is very difficult. Design the form with the sales funnel in mind. Stop Distracting Users Viewing every user that visits a landing page as a possible customer will help a company focus the design efforts towards keeping the user experience simple and seamless. Keeping users focused is difficult. Reducing the distracting content that will harm the conversion funnel will increase conversions. Remember that the key to a highly converting landing page is to constantly test the content. There are no workarounds or templates to this strategy. Each site requires constant testing.  ...
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Super Bowl Post Game: Squarespace from Design to Conversion
by Toonimo
After yesterday's exhilarating game. The conversation surrounding the game are already beginning to fizzle but the buzz of the digital marketing and insanity about the commercials are only at the initial phases. Super Bowl advertising campaigns and strategies were extremely popular this year. The creativity and cross platform engagement, enabled brands to seize the high consumer focus around one event to benefit the bottom line. Super Bowl campaigns are fun and interactive, and significant attention is put on the success and ROI of such a significant investment. As ads become more interactive and require more creativity to allow for cross platform engagement and calls-to action, the conversion issue still remains. For marketing teams, Super Bowl Sunday is the pinnacle day to make sure that all of the landing pages, homepages and user experience is in top form. The big game exposure means high potential traffic. Spending $4.5 million for 30 seconds of air-time sounds risky. Some ads clearly missed the mark yesterday and will be the talk of the town for many years. From an online marketing perspective, we watched the game to see which ad was the most successful in bridging the gap between TV to conversion online. Result: Squarespace Here are 4 Reasons we think that Squarespace will score big in conversions. Keep it Simple This company understood the conversion funnel. They knew that the key to a successful paid ad is to create an engaging video that is memorable and piques the curiosity of the viewer. Especially in today's digital marketing world, viewers are seeking more information beyond the initial TV ad. Squarespace got that and used a great tag line "Build it Beautiful" to entice viewers. Call to Action The site's simple design left users with only two options. Sign up or Watch Jeff Design His Site. In either case, the user understood the clear call to action and wanted to dig deeper. If they watched the Super Bowl, then they want to know more about Squarespace and Jeff designing the site. Landing Page Talk about high-quality and highly engaging content. Squarespace used powerful, yet relatable words to support the strong visuals that define the quality of the product. In many ways, Squarespace showed and told why their site is so unique. They took storytelling to the next level by turning it into a cross platform user experience. The next step for Squarespace was to create a landing page that was designed to match the TV ad. The seamless integration across the medium enabled visitors to easily identify and continue their navigation journey without any issues.   Monitor the ROI Using the initial peak of Super Bowl fans and video views as a guide, we can already determine the success of Squarespace's conversion rates. The ad was aired for 30 seconds but many missed it and were drawn to a secondary site. We noticed that about 4% of visitors continued their user journey from the initial point of interaction, during the TV ad, and then went on to watch the video on Youtube. From there the site traffic was at an all time high and if we assume that of the 11 billion people watching the Super Bowl, 4% converted to the Squarespace site, well there's a nice ROI for you!   While the Super Bowl may be over, the conversation is now being intercepted by the commercials and cross-platform digital conversion optimization efforts that Squarespace so successfully secured.      ...
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