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    How to Identify and Fix Friction on Your Landing Pages

    By Andrea Francis


    You’ve spent a lot of energy (and budget) getting targeted traffic to your website.

    Unfortunately, those visitors aren't doing what you want them to do when they get there. 

    But why?

    Often times this comes as a result of landing page friction -- a barrier that prevents your visitors from completing the action you'd like them to take.

    Whether your copy is too long, your button text isn't compelling enough, or you're lacking social proof, you need to start by identifying the points of friction before you can ... Read More

    5 Simple Ways to Optimize Your Website for Lead Generation

    By Katherine Boyarsky

    Optimizing your website to generate leads is a no-brainer. But it's not as simple as throwing a "click here" button on your home page and watching the leads pour in. (Unfortunately.)

    Instead, marketers and designers need to take a more strategic approach. In this post, we'll go over some quick ways you can optimize your website for lead generation that actually work.

    Read More
    The Biggest Pet Peeves of CRO Experts

    By Nichole Elizabeth DeMeré

    Conversion Rate Optimization (CRO) isn't a widely known field, even among digital marketers. If you need a quick refresher, CRO is the process of creating an experience for your website visitors that'll convert them into customers.

    But this science of lead conversion is quickly gaining ground. After all, who doesn’t want more clicks, leads, and sales?

    Read More
    Rethinking CRO: How Remarketing Can Unlock Higher Conversion Rates

    By Larry Kim

    If you're serious about improving more conversions, you need to start thinking of conversion rate optimization (CRO) differently. CRO isn't just about making small adjustments to a landing page to get 5% more conversions. But if you've tried moving page elements around, tested variations of your copy, and optimized your form, but still aren't seeing meaningful conversion gains, don't worry -- all is not lost.

    Read More
    Why You Should Question Conversion Rate Optimization Best Practices

    By Neil Patel

    I wrote this article out of a serious concern for conversion optimizers all around the world. There’s no doubt in my mind that the conversion optimization industry is growing. As it does, I want to combat the myriad of myths that are swirling around.

    One of the most toxic myths is that of CRO best practices. I contend that there is no such thing as one-size-fits-all best practices in conversion rate optimization.

    Read More
    4 Basic A/B Testing Tips for Beginners

    By Jeremy Ellens

    Take a moment to think of your favorite meal. Now, picture eating that meal everyday for the next year. For those of you thinking you could, in fact, eat the same meal every day and be okay with it, picture drinking your favorite alcoholic beverage instead; day, after day, after day. Feeling sick yet? Good, because that is what you are doing to your prospects and subscribers with the same email and landing page elements day after day.

    If your business is at a standstill for improving open and click-through rates, it’s time you start making changes in your email and landing pages. Even for those of you seeing improvements, you can always do better. A/B testing is the answer for optimizing your email marketing and landing page performance.

    Read More
    Running an Email A/B Test? How to Determine Your Sample Size & Testing Time Frame

    By Ginny Soskey

    Do you remember your first A/B test on email? I do. (Nerdy, I know.) I felt simultaneously thrilled and terrified because I knew I had to actually use some of what I learned in college stats for my job. 

    I sat on the cusp of knowing just enough about statistics that it could be dangerous. For instance, I knew that you needed a big enough sample size to run the test on. I knew I needed to run the test long enough to get statistically significant results.

    Read More
    3 Real-Life Examples of Incredibly Successful A/B Tests

    By Robin Johnson

    Whether you’re looking to increase revenue, sign-ups, social shares, or engagement, A/B testing and optimization can help you get there. But for many marketers out there, the tough part about A/B testing is often finding the right test to drive the biggest impact -- especially when you’re just getting started.

    So, what’s the recipe for high-impact success?

    Read More
    How to Design Experiments for Your Website in 5 Easy Steps

    By Diana Urban

    Running experiments on your website, such as testing the copy of a headline or trying out a new color for your call-to-action buttons, is crucial to your online demand generation. These tests help you get definitive answers on what works and what doesn't. But experimental design can seem over-complicated, overwhelming, and time-consuming. 

    Read More
    What Is Conversion Rate Optimization? [FAQs]

    By Ginny Soskey

    So you've heard of SEO. You've heard of CTAs. You've heard of CRMs. But chances are one three-letter acronym has slipped under the radar: CRO. 

    What is CRO?

    CRO, aka conversion rate optimization, is the process of creating an experience for your website visitors that'll convert them into customers. Conversions happen all over your

    Read More
    How to Use "Pay With a Tweet" to Generate Leads

    By Lynelle Schmidt

    One of the things that prevents lead gen content from going viral is that anyone wanting to read that piece of content has to fill out a form. Not everyone is happy filling out a form with only an idea of what content lies behind it. So if you're supposed to get some traction to your landing page, but not sacrifice the number of leads you'll generate, what are you to do?

    Read More
    How to Run an A/B Test [FAQs]

    By Ginny Soskey

    When was the last time your boss said, "We have enough leads for the day. Why don't you head on home?"

    Yeah ... I'm going to take a stab and say that has never happened. Why? According a report by Econsultancy, only 28% of marketers are satisfied with their conversion rates. It's more than likely that your team falls into that unsatisfied bucket.

    Read More
    The 5-Step Test to Determine Optimal Email Frequency

    By Corey Wainwright

    too much emailYou know there's a delicate balance between infrequent email communications and bombarding your email recipients with messages to the point that they opt out. Maybe you're interested in ramping up your email marketing in 2012 but don't want to see all your hard lead generation work go to waste by increasing your sending frequency. How do you know what email sending frequency is the right frequency for your subscriber list?

    Read More
    28 Simple A/B Tests to Try in Your Marketing

    By Corey Wainwright

    When you hear about A/B testing, it's often generically associated with testing landing pages. But what exactly can you test on the landing page? (Tons of things.) And can A/B testing extend beyond landing pages to other areas of your marketing? (It totally can.) So without further ado, let's start by breaking down the benefits of A/B testing, and then dive right into all the places you can leverage the power of A/B testing that you might not have thought of before.

    Read More
    How Non-Techies Can Succeed With Landing Page Testing

    By Alison Savery

    abtestingIf you’re not A/B testing, then you’re definitely missing out on an incredible opportunity to improve your business’ bottom line. A/B testing is a powerful tool that marketers often forget to leverage as a way to optimize their content and generate more leads. Ideally, it should be something that every marketer uses to test and adjust the performance of their individual marketing channels such as landing pages, emails, and website pages to pump up lead gen. A/B testing may sound too technical to many marketers -- something you'd want to push off to your web designer or developer -- but by using modern tools like the ones HubSpot offers, even mortal marketers can easily create, implement, and analyze this type of experimentation on an ongoing basis.

    Read More
    20 Variables Every Marketer Should Be Testing

    By Pamela Vaughan

    colorful test tubesWe talk a lot about how marketing analytics is key to inbound marketing success. Another concept that goes hand-in-hand with analytics is testing. Contrary to popular practice, testing in marketing expands beyond email marketing and can be applied to practically every other inbound marketing tactic -- social media, business blogging, landing pages, lead generation, and lead nurturing -- there's virtually nothing you can't test in your marketing.

    Read More
    Why Marketers' A/B Testing Shouldn't Be Limited to Small Changes

    By Joshua Porter

    Most people who do A/B testing do it modestly, testing only one variable at a time. They test headlines, images, button text, and other important page elements that are crucial to conversion. This makes sense. These elements are simple to test, the results you get are clear, and the next step is obvious: you permanently implement the text or image that converts best. By keeping the testing to one isolated variable, you can be more confident in the results.

    Local Maximum
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    The Button Color A/B Test: Red Beats Green

    By Joshua Porter

    Button color is one of the longest standing debates in the world of conversion and optimization. Everyone seems to have their favorite color. At different times in the last two years, I’ve heard green, pink, red, orange, and even light blue as THE ONE COLOR that works best. Obviously, this can’t be the case.

    Read More
    4 Tips to Supercharge Call-To-Action Buttons

    By Meghan Keaney Anderson

    On pages where a call-to-action is the focus, one of the most important features is the conversion button itself. We’ve seen single changes in buttons that can improve conversions by well over 30%. A button sounds like a simple decision, but there are a number of variables that quickly make the decision feel complicated. How big should the button be? What color? What should the text of the button say? Here are a few tips to make your buttons more successful.

    Read More
    Optimization Testing: Don't Obsess Over Conversion Rates

    By Michael Redbord

    This is a guest article written by Linda Bustos, director of eCommerce research for Elastic Path Software . Linda is chief blogger at the Get Elastic Ecommerce Blog , the Internet's most read eCommerce blog. You can find Linda on Twitter @getelastic and @roxyyo .

    Like this post? Register for the upcoming HubSpot & Get Elastic Webinar on 6/9 at 4pm ET: Lose Your Gut (Feel) in 60 Minutes: Site Optimization Testing Boot Camp

    Are you measuring the right thing with your website optimization tests?

    Read More

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