Let’s not start with the stats – 9 years into the iPhone launch, there are just about no marketers left who think mobile experience isn’t important to a web site’s success. The reason most sites do not have great mobile user experience isn’t that web owners are not convinced mobile is important. The reason is much, much, simpler.
Depending on who you ask or which site you consult, conversion rates for retail sites fall somewhere between 1% and 4%.
Let’s take the best case scenario – 4%, or 1 in every 25 people who visit your site, end up converting. We marketers love to measure those 1 in every 25. Their “Thank You for Purchasing” page is a goal in our Google Analytics setup. Their paths to the purchase are things we have actively used segments for. Their figures get reported to the Chief Marketing Officer.
Nielsen Norman Group founders Jakob Nielsen and Don Norman, in their definition of user experience (UX), noted that “the first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother.”
Running a conversion rate optimization agency is a tricky business. If you’re merely handing off blueprints and letting the client do the testing, there’s the risk of the test plans getting lost in translation; and if you’re doing the test end-to-end, you have to deal with the IT team who might not be necessarily ecstatic about the additional tasks on their plate.
Positive customer feedback can help increase your conversion rate. Here are three tips for making your testimonials appear genuine, therefore increasing their effectiveness.
The goal of a landing page is to get people to convert, and one of the factors found to be most influential in priming a visitor toward that goal is to build trust. For a product or service that has some history (e.g. past sales), posting testimonials, reviews, and recommendations can be a powerful trust-building technique. But testimonials can also have the reverse effect if visitors perceive them to be disingenuous or downright fake.
During 2013’s PubCon KeyNote, Matt Cutts talked this up as one of the key things Google is using to improve search, particularly around having entities and voice search. Facebook AI director Yann LeCun indicates that companies like Facebook and Google will be relying on it more and more – Facebook for sorting items to show people, Google for self-driving cars. And after a somewhat long “AI winter,” companies like Google, Facebook, Microsoft, and IBM are snapping up artificial intelligence and deep learning experts.
It’s a cliché, but it’s true: it pays to keep the tools sharp. And one of the ways you can do that is to learn how eCommerce sites in Australia acquire, convert, and retain customers by attending the eCommerce Conference and Expo on March 10- 12 in Melbourne.
Technology is your friend.
That’s what marketers say after they employ a largely tech-driven tactic that provides some lift. Unfortunately, that’s rarely the end of the story. Often, things that look simple — e.g., implementing pop-ups to capture email addresses for remarketing or enabling promo codes — can have unintended consequences. If you don’t think through the usability impact or downstream conversion effect, technology-driven improvements will often cause tough-to-diagnose pains down the line.
Usability often gets short-changed. It’s not, as some would have you believe, something that common sense and some development skills can guarantee.
Ensuring your site becomes, and remains, usable requires a commitment to a process – a cycle of intelligence gathering, diagnosis, and web site changes. As that process recurs, the idea is that bounce rate for navigation pages will go down, task accomplishment rate will go up, and a range of other usability-tied metrics will keep improving.
There’s not a whole lot of reasons you should NOT go to SMX West. In fact, barring timing and budgets, there’s not one reason we can think of. But if you needed any convincing at all that SMX will be useful this year, just consider that the guests make up a who’s who of the online marketing world: