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Design, Usability & Conversion Column

Subscribe to Marketing Day for the very best digital marketing news, delivered each day.

You use search, display email or mobile to attract prospective customers to your web site. And then what happens? That’s what this column is all about — how to design your site and landing pages to achieve your marketing goals.

  • Latest

3 strategies for maximizing your website UX

How can you foster a positive user experience on your website, and why does this matter? Columnist Andy Paquin...

Andy Paquin | Nov 3, 2017 at 11:41 am ET

Testing shows e-commerce navigation doesn’t work the way we think it does

Columnist Brian Massey tests out ways to improve main navigation design and finds that before you completely overhaul your navigation scheme,...

Brian Massey | Oct 20, 2017 at 10:15 am ET

Publishers need a new definition of UX: From ‘user experience’ to ‘user expectation’

If advertisers want to combat ad blocking, they need to start thinking of user expectation as the new UX and considering how that translates to...

Casey Wuestefeld | Sep 28, 2017 at 12:50 pm ET

B2B products are facing a CX make-or-break moment. Here’s why

An emphasis on customer experience isn’t just for consumer brands anymore. Contributor Brent Sleeper examines why CX is mission-critical to...

Brent Sleeper | Sep 27, 2017 at 11:36 am ET

Lead the charge to use data in every stage of your design process

If you want to have a strong data-driven organization, it's essential to use data throughout your design process. Columnist Brian Massey shares...

Brian Massey | Sep 11, 2017 at 10:35 am ET

Achieve big testing wins by analyzing results by device type

Responsive design sites utilize the same HTML for users, regardless of device -- but that doesn't mean that all users are getting the same...

Abraham Nord | Sep 8, 2017 at 1:13 pm ET

It’s ‘dark matter’ that defines a great CX

Some of the best opportunities to improve customer experience lie in the space between well-defined product features. Contributor Brent Sleeper...

Brent Sleeper | Aug 21, 2017 at 11:03 am ET

How soft calls to action will save your B2B campaigns

You shouldn't have to decide between a soft or a hard call to action. Columnist Garrett Mehrguth explains why it's helpful to offer both and...

Garrett Mehrguth | Aug 11, 2017 at 10:54 am ET

Put your value proposition to the test

Is your value proposition working? Columnist Brian Massey explains how to test and narrow your options to ensure you've got a strong value...

Brian Massey | Aug 10, 2017 at 11:14 am ET

How to ask survey questions of liars and pretenders

It's easy enough to use a survey to test out a website or campaign, but how do you know if the answers you get are truthful? Columnist Brian...

Brian Massey | Jul 13, 2017 at 11:26 am ET

How to inject urgency into your product pages

Hurry! Act now! Contributor Ben Jacobson shares five ways to instill a sense of urgency into your content to increase your conversion...

Ben Jacobson | Jul 3, 2017 at 10:32 am ET

Questions are the center of great websites

When you're optimizing a campaign or website, it's easy to become fixated on having all the answers. But columnist Brian Massey explains how...

Brian Massey | Jun 20, 2017 at 1:18 pm ET

How to create remarkable offers and increase your conversion rate

From learning about your audience to selling your offer, contributor Seth Price walks you through key steps that will help you maximize your...

Seth Price | May 26, 2017 at 10:15 am ET

5 pragmatic — and powerful — places to improve CX right now

When it comes to making a big impact on the customer experience, the 80/20 rule has never been truer. So pick the right battles and get started,...

Brent Sleeper | Apr 12, 2017 at 10:20 am ET

4 ways you can improve your website conversion rate with SEO

Are your SEO and conversion rate optimization efforts at odds with one another? Columnist Khalid Saleh says breaking down the wall between your...

Khalid Saleh | Apr 6, 2017 at 11:55 am ET

Yes, I want to take care of your spam problem for you

In the fight against spam, CAPTCHA is here to help -- but what's the toll on your conversion rate? Columnist Brian Massey discusses the...

Brian Massey | Apr 3, 2017 at 9:26 am ET

Machine learning is marketing’s future

When you hear “artificial intelligence” or “machine learning,” what comes to mind? A complicated technology that demands deep domain...

Sponsored Content: Act-On | Mar 7, 2017 at 7:29 am ET

What distinguishes conversion optimization from good design?

Columnist Brian Massey argues that conversion optimization is distinct from other web marketing practices....

Brian Massey | Feb 23, 2017 at 9:52 am ET

A 9-step guide to increase your landing page conversion rate

How do you improve your landing page conversion rate? Contributor Khalid Saleh lays out nine steps that will help you optimize landing pages...

Khalid Saleh | Feb 20, 2017 at 11:07 am ET

9 studies for landing pages that work

The bounty of cheap behavioral data available today is a boon for marketers. Columnist Brian Massey explains how to take advantage of this cheap...

Brian Massey | Jan 26, 2017 at 10:56 am ET
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