Web site & landing page design

SUMMARY: Testing and optimization can be done incrementally, by testing details on a webpage or email. Or, the approach can be more radical, by creating a distinct treatment from scratch.

This case study offers both, but centers on a product landing page with a dismal conversion rate. The testing team completely rethought the site design and pitted the two pages head-to-head. Find out how this process led to a 400% increase in sales over one year, and a 90% lift in cart conversion.

Steve Parker, VP, Direct Marketing Division, firstSTREET, will present at the upcoming Optimization Summit 2012 in Denver, June 11-14. read the complete case study

SUMMARY: You can go in several directions when choosing a landing page optimization tool, but not every direction is right for your team. You need to pick a solution that fits your budget, goals and expertise.

We spoke with three analytics and testing experts to uncover five questions you should ask yourself before investing in a testing solution. Find out how to judge whether a free tool will meet your needs, how paid tools differ, and why you should not build a tool in-house. read the complete article

SUMMARY: Potential customers want to hear how you can solve their problems in simple, understandable language -- not empty marketing clichés. Social media can help teach you that language.

Read why marketing strategist David Meerman Scott thinks phrases such as “robust” and “mission critical” can do more harm than good to your marketing, and how you can use social media to move past them. read the complete interview

SUMMARY: What is the key project element impacting LPO success? Testing! Last week’s chart looked at the percentage of LPO projects that result in a live optimized site. This week, we will look at how testing impacts the success of those projects.

We asked more than 2,600 CMOs the number of website optimization projects they had in each stage of completion, from launch to live site. This week’s chart breaks out those projects based upon their deployment of testing and statistical validity. read the complete article

By Anne Holland, Founder

Ten years ago this week, innovative marketers tested adding the first call-us buttons to their websites. Results were delightful –- so much so that early testers, including several divisions of IBM, rolled out call-us buttons to more of their Web pages.

Yet, beyond a certain circle of best-practices-type marketing organizations, call-us buttons never really took off the way they should have in the larger world. I'm not sure why –- possibly it’s because... read the complete blog post