Design, Usability & Conversion Column
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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.
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...
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...
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...
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...
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...
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...
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...
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...
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...
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,...
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...
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...
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...
What distinguishes conversion optimization from good design?
Columnist Brian Massey argues that conversion optimization is distinct from other web marketing practices....
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...
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...
6 UX principles marketers can’t afford to overlook
Contributor Tamar Weinberg outlines six key UX principles that marketers shouldn't ignore and explains how they can improve your conversion...
The tools and tests that made 2016 great: Our top 10 analytics & conversion columns of the year
We digital marketers love us some data, and 2016 brought with it new tools, techniques and consumer trends....
5 effective ways to improve your website’s checkout conversion rate
Don't lose out to shopping cart abandonment. Columnist Khalid Saleh shares five strategies to help you turn more website visitors into...
Generating leads from content: Placing calls to action
What are the best ways to present your calls to action on a content landing page? Columnist Brian Massey outlines key strategies for getting...
