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Struggling to drive conversions?  The issue might be with customer experience. After having worked with several brands, big and small, I can assure you that you don't have to make sweeping changes to drive better results. Many times even small changes and little bit process can lead to happy customers and big impacts. In this post I have complied 11 tips that you can use today. If you need help then don't hesitate to reach out to me. Easy to fill forms  – How many times have you come across a form field where you don’t remember what the field was about?  Many designers/developers use the default text in the form filed as the filed label. Once you tab into that field, the default text is gone and now you can’t figure out what that field was about.  That is a very bad design which will likely cause customer frustration and kill conversions. No more unnecessary form field formatting and validations - Other than Captcha validation, you are likely using form field valida...

Not all display advertising is created equal, though when you look at your web analytics reports you are most likely not going to find the reasons that makes each campaign and each ad so unique. Web Analytics tools generally start tracking the performance of a display advertising campaign only after the visitors have clicked on an ad and landed on your site. What happens before a visitor clicks resides in an Ad Server or in a spreadsheet on someone’s desktop . In my last post I wrote 5 tips for Analyzing and Optimizing Display Advertising and one of those tips was to Improve Click-Through-Rate (CTR). In this post I am focusing on elements you should analyze and optimize to increase the CTR of your display advertising. (Note: I am not saying that you should solely focus on CTR, but assuming conversion rate remains the same, increase CTR on your ads will result in more visitors on top of the funnel causing higher number of conversions. ) 7 Things to Analyze for Improving CTR Publisher ...

This is part III of my post on Analyzing and Optimizing Campaigns. In part I I talked about why your campaign analysis is probably is wrong . In part II I showed an example of how obsessing over reducing bounce rate might not get you anywhere . In this post I am going to provide you 5 tips for analyzing and optimizing your campaign. Here those 5 tips: Optimize Cost of Advertising Cost is dependent on how much you pay per click or pay per 1000 impressions (CPC and CPM). You have control over these cost factors. Those who are running Paid Search campaigns should already be familiar with and should be working hard to reduce the cost (CPC). Those dealing with CPM display ads should know that those rates are highly negotiable. Do you research about pricing etc., play with these numbers and see what will yield the optimal result,. Take your analysis and recommendation to your media buying team. Improve Click-Through-Rate (CTR ) CTR depends on several factors such placement, creative, uniq...

This is part II of the series on Analyzing and Optimizing Campaigns . I wrote in my previous post that when analyzing campaigns many web analysts just focus on the web analytics data. Some venture to include the cost and impression data of the campaign but they still don’t have a complete view. In this post I will show you how their lack of complete view results in wrong analysis and wrong conclusions. Below is the data I used in my last post. This is the type of data most Web Analytics tools provide and hence “Web Analysts” tend to use. What is missing? Where is the cost of products and profit margin data? Without that information, you don’t know if this campaign is successful or not. Right? The sad reality is that many web analysts don’t have access to profit margin data and hence they look at what is available to them and start recommending A/B testing (see my post One Awesome Web Analytics Tip: Think Beyond Web Analytics ). And their first target generally is Bounce Rate. Oh… ...

I am going to start this series of post with few questions for you.  Here is some data pulled from a Web Analytics tool. This data is for a “Display Ad” campaign: Most of the web analysts today get the following view of display advertising from their Web Analytics tool.  Looking at this data and some publicly available information they will get started on the analysis and recommendation. Though some other analysts will say, Wait… I need more information.  Google Adwords has done such a great job in providing cost data and almost all of the analysts have dealt with some kind of paid search campaign, so they know that cost of campaign plays a role in the analysis of campaign.  So they demand it.  Well this is where most of the web analytics tools fell short, cost data generally resides in some other tool and it is not easy to get that data. But how said that Analytics was easy.   However, I am providing full data with cost so that we can continue with this po...

You will find many examples of how various headlines, call to actions etc. can be tested to drive more conversions and how many companies have successfully done so. Maybe you have done it too. However deep inside you know that moving the needle from 3% to 4% is huge but still there are 96% of your visitors/visits that did not convert. I have compiled a list of some of my blog posts that show you how can move the needle further up by taking action on things that are generally not found in tips and tricks books and articles. 5 Things That Could Be Hindering Your Conversions In this post I have listed 5 fundamental things that are part of most of the online forms but could be preventing the visitors from converting. Underline the Clickable Text and Link the Pictures Sometimes you just have to do it without doing testing. Underlining the clickable text and linking the picture to a page are few of those things that really do not require testing. Are Form Validations Invalidating Your Co...