This is my presentation for Conversion Day 2014. I explain how you can analyze & optimize landing pages by using the LIFT model. The LIFT model is a conversion optimization framework to efficiently analyze and optimize landing pages from the perspective of a visitor.
Mastering app store install conversions can significantly reduce the cost of user acquisition and drive higher quality installs to your app. After a year of testing with leading developers worldwide such as Kabam, Zynga & Google, StoreMaven analyzed all that data and put together a deck with 10 killer tips for app store marketing.
Getting Started - Building Agile User Story Maps Easy Agile
Overview
- Who to involve in a Story Mapping session
- Anatomy of an agile User Story Map
- backbone
- ordering the backbone
- user stories
- sequencing
How great is your product idea? Every idea is great, but not every product idea can monetize itself. The product development process is crucial in deciding whether or not your product can be pushed to production. This guide will teach you how to validate your product ideas so that you can launch your next product successfully.
Joe Martinez — YouTube Advertising BootcampSemrush
These slides were presented at the SEMrush webinar "How to Do YouTube Ads (Part II)". Video replay and transcript are available at https://www.semrush.com/webinars/youtube-advertising-how-to-do-part-2/
At the MnSearch Snippet #14 event held at Spyder Trap in Minneapolis, MN on May 28, 2014, Matthew Midwinter presented his slidedeck "Comprehensive Negative Keyword Research."
Mastering app store install conversions can significantly reduce the cost of user acquisition and drive higher quality installs to your app. After a year of testing with leading developers worldwide such as Kabam, Zynga & Google, StoreMaven analyzed all that data and put together a deck with 10 killer tips for app store marketing.
Getting Started - Building Agile User Story Maps Easy Agile
Overview
- Who to involve in a Story Mapping session
- Anatomy of an agile User Story Map
- backbone
- ordering the backbone
- user stories
- sequencing
How great is your product idea? Every idea is great, but not every product idea can monetize itself. The product development process is crucial in deciding whether or not your product can be pushed to production. This guide will teach you how to validate your product ideas so that you can launch your next product successfully.
Joe Martinez — YouTube Advertising BootcampSemrush
These slides were presented at the SEMrush webinar "How to Do YouTube Ads (Part II)". Video replay and transcript are available at https://www.semrush.com/webinars/youtube-advertising-how-to-do-part-2/
At the MnSearch Snippet #14 event held at Spyder Trap in Minneapolis, MN on May 28, 2014, Matthew Midwinter presented his slidedeck "Comprehensive Negative Keyword Research."
Adam Proehl's presentation at Online Marketing Summit Conference June 6-8th 2011.
Achieving Integrated Success: How to identify & overcome challenges in a multi-channel world
Learn how savvy organizations are addressing modern day problems from poor site conversion to underperforming emails, the tools they are using to scale and measure and finally channel alignment for a more fruitful campaign.
Focus: B2C/B2B on Social Media, Conversion, Analytics
How To Create Your Own Podcast to Drive App DownloadsAppTweak
This presentation is the fruit of a collaboration between AppTweak (www.apptweak.com) and Justforward (www.justforward.co).
Find out the steps to build up a strong app marketing strategy using podcasting and increase your downloads.
Original Article: https://www.apptweak.com/learn/how-to-create-your-own-podcast-to-drive-app-downloads/
Please share to spread the knowledge!
Product teardown workshop - Carousel vs. FlickrPM FastTrack
Mobile product tear down workshop, using Carousel and Flickr (owned by Dropbox and Yahoo, respectively). The actual session will be lead by PM Fast Track and PM team at Yammer.
The Conversion Optimization System: 14 Steps for More Conversions and More Sales
Are you struggling with low website conversion rates? Not sure how to increase your online sales? This is the master class for you. The Conversion Optimization System is a 14-steps process to produce repeatable and consistent increases in website conversion rates. The system has been successful used on over 500 projects and conducted more than 7,000 successful A/B tests with it. Discover the process that has been used by some of the top online companies such as eBay, 3M, O'Reilly and many others.
Be prepared to discover the real secret of conducting a successful CRO project including:
1. Conducting heuristic analysis
2. Conducting qualitative and quantitative analysis
3. Creating a conversion roadmap
4. Testing a test hypothesis
5. Conduct A/B test
Adam Prohel presentation at Online Marketing Summit in Las Angeles June 14th 2011
Want to measure what’s being said about your brand on blogs and social networks? How about your competitors? Maybe you’re launching a new product or service and need help reaching out to some key influencers. This session will take you through more than 30 free tools that will help you with all of this, plus more
Focus: B2B/B2C on Social Media
[Marketing that sells] Your attribution is wrong! Is there a better one?OWOX BI
Everybody agrees that Last click is dead. But what are other tools available out there in the market that can help marketer evaluate the efficieny of their efforts? We'll go though the different models starting with the most basic ones and ending up with the geeky approaches.
How to Make a Killer Landing Page: Critical Best Practices for Converting Org...lorloski
Originally presented at #inbound13.
All the website traffic in the world isn’t worth a dime if you can’t convert it to leads. As a marketer, landing pages are the most powerful conversion tool you have. In this presentation, you’ll learn the critical elements of landing page design for both organic and paid traffic (yes, they’re different!). It covers everything from best practices of page structure, content, and style to different strategies for successful lead capture and subsequent engagement. You’ll get the tools you need to pump up the conversion power of your website -- and lower your cost per lead!
Using Value-Based Innovation for New Product IntroductionsJose Briones
This updated presentationshows successful examples of companies selling products based on value. Quantification of value is critical to a successful product introduction and this presentation provides a basic overview of the tools to measure it. In addition, a new tool, the Value Box is introduced to capture the value/price space and develop pricing strategy
This session will present a survey of advanced web analytics that will provide deeper insights into whether a strategy is working, and how to create the infrastructure to glean those insights.
Gary Angel is President and CTO of one of the leading web analytics firms in the United States. Their practice focuses on Fortune 500 companies and global enterprises.
Learn how to optimize your landing pages and increase conversion rates by 50-500% using simple techniques and technologies. Get that competitive edge by increasing margins and return on marketing spend.
PRPL Information Architect Tricia D'Antin explains the thought process behind merging business goals with user goals through user experience (UX) design.
UX Analytics and Experimentation for eCommerce GrowthVWO
The primary challenge for eCommerce businesses is to get people on their website. The next challenge is to get them to purchase products. Digital marketers work tirelessly to understand the entire customer journey from discovery to purchase and find ways to influence customer intent.
If the website does not offer a great experience to users (from the beginning), these efforts will not translate into a commensurate growth in revenue.
In this session, Narayan Keshavan from Dell Technologies will focus on the importance of UX Analytics and Experimentation as key enablers for eCommerce revenue growth. Based on his experience in this area, he will outline some key principles that are necessary to effectively leverage experimentation to offer a superior experience to users and enhance the business KPIs. He will also use specific A/B tests to articulate the significance of these principles.
Adam Proehl's presentation at Online Marketing Summit Conference June 6-8th 2011.
Achieving Integrated Success: How to identify & overcome challenges in a multi-channel world
Learn how savvy organizations are addressing modern day problems from poor site conversion to underperforming emails, the tools they are using to scale and measure and finally channel alignment for a more fruitful campaign.
Focus: B2C/B2B on Social Media, Conversion, Analytics
How To Create Your Own Podcast to Drive App DownloadsAppTweak
This presentation is the fruit of a collaboration between AppTweak (www.apptweak.com) and Justforward (www.justforward.co).
Find out the steps to build up a strong app marketing strategy using podcasting and increase your downloads.
Original Article: https://www.apptweak.com/learn/how-to-create-your-own-podcast-to-drive-app-downloads/
Please share to spread the knowledge!
Product teardown workshop - Carousel vs. FlickrPM FastTrack
Mobile product tear down workshop, using Carousel and Flickr (owned by Dropbox and Yahoo, respectively). The actual session will be lead by PM Fast Track and PM team at Yammer.
The Conversion Optimization System: 14 Steps for More Conversions and More Sales
Are you struggling with low website conversion rates? Not sure how to increase your online sales? This is the master class for you. The Conversion Optimization System is a 14-steps process to produce repeatable and consistent increases in website conversion rates. The system has been successful used on over 500 projects and conducted more than 7,000 successful A/B tests with it. Discover the process that has been used by some of the top online companies such as eBay, 3M, O'Reilly and many others.
Be prepared to discover the real secret of conducting a successful CRO project including:
1. Conducting heuristic analysis
2. Conducting qualitative and quantitative analysis
3. Creating a conversion roadmap
4. Testing a test hypothesis
5. Conduct A/B test
Adam Prohel presentation at Online Marketing Summit in Las Angeles June 14th 2011
Want to measure what’s being said about your brand on blogs and social networks? How about your competitors? Maybe you’re launching a new product or service and need help reaching out to some key influencers. This session will take you through more than 30 free tools that will help you with all of this, plus more
Focus: B2B/B2C on Social Media
[Marketing that sells] Your attribution is wrong! Is there a better one?OWOX BI
Everybody agrees that Last click is dead. But what are other tools available out there in the market that can help marketer evaluate the efficieny of their efforts? We'll go though the different models starting with the most basic ones and ending up with the geeky approaches.
How to Make a Killer Landing Page: Critical Best Practices for Converting Org...lorloski
Originally presented at #inbound13.
All the website traffic in the world isn’t worth a dime if you can’t convert it to leads. As a marketer, landing pages are the most powerful conversion tool you have. In this presentation, you’ll learn the critical elements of landing page design for both organic and paid traffic (yes, they’re different!). It covers everything from best practices of page structure, content, and style to different strategies for successful lead capture and subsequent engagement. You’ll get the tools you need to pump up the conversion power of your website -- and lower your cost per lead!
Using Value-Based Innovation for New Product IntroductionsJose Briones
This updated presentationshows successful examples of companies selling products based on value. Quantification of value is critical to a successful product introduction and this presentation provides a basic overview of the tools to measure it. In addition, a new tool, the Value Box is introduced to capture the value/price space and develop pricing strategy
This session will present a survey of advanced web analytics that will provide deeper insights into whether a strategy is working, and how to create the infrastructure to glean those insights.
Gary Angel is President and CTO of one of the leading web analytics firms in the United States. Their practice focuses on Fortune 500 companies and global enterprises.
Learn how to optimize your landing pages and increase conversion rates by 50-500% using simple techniques and technologies. Get that competitive edge by increasing margins and return on marketing spend.
PRPL Information Architect Tricia D'Antin explains the thought process behind merging business goals with user goals through user experience (UX) design.
UX Analytics and Experimentation for eCommerce GrowthVWO
The primary challenge for eCommerce businesses is to get people on their website. The next challenge is to get them to purchase products. Digital marketers work tirelessly to understand the entire customer journey from discovery to purchase and find ways to influence customer intent.
If the website does not offer a great experience to users (from the beginning), these efforts will not translate into a commensurate growth in revenue.
In this session, Narayan Keshavan from Dell Technologies will focus on the importance of UX Analytics and Experimentation as key enablers for eCommerce revenue growth. Based on his experience in this area, he will outline some key principles that are necessary to effectively leverage experimentation to offer a superior experience to users and enhance the business KPIs. He will also use specific A/B tests to articulate the significance of these principles.
Product Edition: How we leverage UserTestingUserTesting
As Product Managers, you’re responsible for delivering game-changing products that both delight customers and grow the business. It’s also critical that the product decisions you make get buy-in from key stakeholders, whether it’s from your direct team or executives. Not only that, these decisions need to be made faster than ever before.
In our first installment of the Product Edition Webinar, UserTesting's Director of Product Brian Tran will share a few ways he leverages the UserTesting platform for product discovery and validation, to make decisions quickly and confidently.
You’ll learn how to use UserTesting to:
Uncover key unmet customer needs
Understand the perceived value of your product to determine pricing
Validate and prioritize feature sets
Similar to Conversion Day 2014 presentation: Landing page optimization (20)
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8. Optimize a landing page from the perspective of a user
the LIFT model
The LIFT Model provides a conversion optimization framework showing the Six
Conversion Factors that allow you to evaluate/create landing pages from the
perspective of the page visitor.
Source: Widerfunnel.com
9. Optimize a landing page from the perspective of a user
the LIFT model
The model shows that the vehicle that provides the potential for the
Conversion Rate is the (Unique) Value Proposition, making it the most
important of the six conversion factors. The other five factors are either
conversion drivers or inhibitors.
Source: Widerfunnel.com
10. Optimize a landing page from the perspective of a user
the LIFT model
The conversion drivers are:
1. Relevance
Does the landing page relate to what the visitor thought they were going to see?
2. Clarity
Does the landing page clearly articulate the value proposition and call-to-action?
3. Urgency
Is there an indication that the action needs to be taken now?
11. Optimize a landing page from the perspective of a user
Unique Value Proposition: an example
UVP: Current title doesn’t contain
an UVP
UVP: Current title doesn’t contain
an UVP
12. Optimize a landing page from the perspective of a user
Clarity: an example
Clarity: The difference between
both products is unclear
Clarity: The difference between
both products is unclear
Clarity: The main CTA is unclearClarity: The main CTA is unclear
13. Optimize a landing page from the perspective of a user
Relevance: an example
Relevance: This product is
« recommended »
Relevance: This product is
« recommended »
14. Optimize a landing page from the perspective of a user
Relevance: an example
Relevance: On the corresponding detail page, the
product is no longer « recommended »
Relevance: On the corresponding detail page, the
product is no longer « recommended »
15. Optimize a landing page from the perspective of a user
Urgency: an example
Urgency: there is no urgency to
check out
Urgency: there is no urgency to
check out
16. Optimize a landing page from the perspective of a user
the LIFT model
The conversion inhibitors are:
5. Anxiety
What are potential misgivings the visitor could have about undertaking the conversion
action?
6. Distraction
Are there items on the page that could divert the visitor away the from the goal?
17. Optimize a landing page from the perspective of a user
Distraction: an example
Distraction: there are too many
exit points
Distraction: there are too many
exit points
18. Optimize a landing page from the perspective of a user
Anxiety: an example
Anxiety: no mentioning of free
shipping or returns
Anxiety: no mentioning of free
shipping or returns
19. Eyetracking studies by Jacob Nielsen have shown that: "Web users spend 69% of their
time viewing the left half of the page and 30% viewing the right half.”
Optimize a landing page from the perspective of a user
Place the most important content & CTA in the hottest vertical attention zone
You can download the grid at: conversionvoodoo.com
Use the grid at the left to determine
the most efficient placement of the
UVP, the USP’s and the secondary
CTA buttons
How can you use this to optimize your page layout?
20. Putting it all together
Analysis & optimization of the Beursloper.be landing
page
21. Putting it all together
Beursloper.be: before
Clarity: the CTA is too small
and the label is too generic
Clarity: the CTA is too small
and the label is too generic
Clarity: the USP’s are not
very scanable
Clarity: the USP’s are not
very scanable
Anxiety: there are no
testimonials on the page
Anxiety: there are no
testimonials on the page
UVP: Current title doesn’t contain
an UVP
UVP: Current title doesn’t contain
an UVP
Urgency: there is no
sense of urgency
Urgency: there is no
sense of urgency
Anxiety: Guarantee marker is
too far away from the CTA
Anxiety: Guarantee marker is
too far away from the CTA
Clarity: Product is not visualizedClarity: Product is not visualized
22. Putting it all together
Beursloper.be: optimized
UVP: title is replaced by one with UVPUVP: title is replaced by one with UVP
Clarity: USP’s are more compact
& scanable
Clarity: USP’s are more compact
& scanable
Anxiety: testimonial is used as
point of action assurance
Anxiety: testimonial is used as
point of action assurance
Anxiety: Guarantee text is used
as point of action assurance
Anxiety: Guarantee text is used
as point of action assurance
Anxiety: Guarantee marker is
placed next to the CTA
Anxiety: Guarantee marker is
placed next to the CTA
Urgency: Sense of
urgency is added
Urgency: Sense of
urgency is added
Clarity: Product is visualizedClarity: Product is visualized
Clarity: CTA bigger
+ clearer label
Clarity: CTA bigger
+ clearer label
27. Key take aways
1. Never interrupt the scent trail
2. Spend 50% of your time writing your UVP
3. Make your page scanable
4. One CTA per page
5. Put the key content + the main CTA in the HVAZ
6. Test
7. … TEST!!!
The Relevance of the value proposition and context of the source media is critical. Your page must use terms your visitor relates to and be consistent with the incoming link or your visitor will be disoriented and leave the page.
Clarity is the most common of the six that we find marketers struggling with. The two aspects of Clarity that must be analyzed are Design and Content. Designing for Clarity creates an unimpeded “eyeflow”. Content clarity ensures the images and text combine to minimize comprehension time.
Urgency has two components: Internal (or how the visitor is feeling upon arrival) and External (or influences the marketer can introduce to the visitor). While Internal Urgency is generally pre-existing when the visitor arrives on the page; the tone of the presentation, offers and deadlines can all influence External Urgency.
Anxiety is a function of the Credibility you have built with the visitor and the Trust you are asking them to have.
The more visual inputs and action options your visitors has to process, the less likely they are to make a conversion decision. Minimizing distractions like unnecessary product options, links and extraneous information will increase the conversion rate.