Conversion rate optimization (CRO) has been around since the beginning of the web. Historically, a lot of the time and attention has been spent on the on-page elements — headlines, copy, calls-to-action, forms, and design — to increase conversions.
Although optimizing on-page elements to maximize conversions still can and does have tremendous value, isn't there a better way forward? Absolutely!
There are several ways to increase your conversion rate by as much as 5x. But the smarter way to do it is by influencing the right people before they ever land on your site or persuading them to come back if they left your site before converting.
Here are 10 mind-blowing CRO truth bombs that will change the way you think about landing page optimization forever.
1. The classic A/B test is a fairy tale
Once upon a time, there lived a brilliant conversion rate expert who changed the [font type / line spacing / button color / image / something else] and magically increased conversions by 5 percent. And they all lived happily ever after. The end.
Except, the percentage increase you think you've achieved isn't as real as it seems.
Oh no, it looks like someone has abducted our big CRO gains!
What really happens after a typical A/B test is that:
- The early lead disappears.
- Gains don't persist over time.
When you get good results from A/B tests, it's probably because your offer is new. Once that offer is no longer new, it loses its novelty.
You can't keep selling last year's offer forever. People want something new.
As is the case with ad fatigue, once you reach a certain point, your offer will bring diminishing returns. That’s why you can't optimize your way to infinity.
Should you still do A/B testing? Yes! A/B testing is absolutely worth your time. You need to do it.
However, just realize that this isn't a growth strategy — it's table stakes. Improving something by 5 percent 10 times in a year doesn't increase your conversion rate by 50 percent. The gains don’t persist.
Also, the more you optimize, the higher the risk of negative returns. If you start out with an offer that has a 0.5 percent conversion rate, there's lots of upside. But once you've got a 6 percent conversion rate, there's better than a 50/50 change your new offer will actually hurt sales.
2. CRO often increases quantity at the expense of quality
In ecommerce, a sale is a sale. But if you're doing lead generation you have to be careful that you aren't exchanging quantity for quality.
Quantity doesn't always translate to quality. In fact, a higher conversion rate can actually ruin your percentage of marketing qualified leads. Here’s some data from one of our customers:
Beware of making superficial on-page changes that increase leads at the expense of quality, like promising free iPads or gift cards.
Remember, if you double your leads, you're also doubling the time it takes for someone to follow-up on all those leads.
If you have too many leads, you run the risk of losing some gems in all that noise, and the longer it takes to get to someone, the lower the connect rates and conversion rates.
3. Average conversion rates haven't changed much in years
The importance of CRO has certainly gained a lot attention in the past few years. No doubt you've recently seen some sort of case study where the author details how their company tripled their conversion rate.
If more people are doing CRO, then you'd think it would have a visible impact on outcomes industry-wide, right?
So why are conversion rates still pretty much the same as they were 15 years ago?
According to my WordStream data, the median search conversion rate is 2.35 percent, whereas the top 10 percent of sites — the unicorns — have conversion rates of 11.45 percent or higher:
We run these numbers periodically over the years but they never move. If more and more companies are adopting CRO, why aren't industry average conversion rates moving up?
4. Raise your CTR to raise your conversion rates
Click-through rate (CTR) is the most important conversion metric. Why? Because the higher your click-through rate is, the higher your conversion rate will be.
Here's an example of data from just one large client account. We see this in many accounts, but this is just one illustration. (The data gets murky when you combine accounts, since conversion rates depend on the industry and offer.)
If you can get people excited enough to click on your offer, then that excitement usually will turn into a conversion. So increasing your CTR by 2x will increase your conversion rate by 50%.
Now, it’s important to understand that I’m not advocating raising CTR by offering free kittens or other gimmicks. If you just add the word “Free” to your ad, the CTR will increase, but if your offer isn’t truly free, the conversion rate will drop.
Instead, I’m advocating finding truly innovative offers with massive differentiation and value that get your target market super excited about signing up for whatever you're selling, right away!
From that perspective, your CTR is a great way to tell whether your offer sucks or if it is actually appealing to people who aren't already biased toward you already (i.e., people who have visited your landing page in the past). Your market is much bigger than the people who are already in your funnel.
What is a good CTR? Check out these Google AdWords industry benchmarks:
Here are three ways you can raise CTR and create unicorn ads:
- Focus on high-commercial intent keywords.
- Use ad customizers to create urgency and fear of missing out.
- Use emotional triggers in your ad copy.
5. Brand familiarity is ridiculously important
One thing you can't control with on-page CRO is brand awareness. People who are familiar with your brand are more likely to sign up or purchase your product or service.
At Wordstream, we looked at conversion rates, comparing those who were familiar with the company (repeat visitors) versus those who were not and found that repeat visitors were around 2–3x more likely to convert.
Granted, this isn't a perfect measurement of who is familiar or not familiar with your brand. Someone who appears to be a new visitor might already have been exposed to that brand.
Regardless, brand affinity and recall clearly has a huge impact on CRO. This is where the highest leverage is.
6. Boost your conversions with remarketing
If greater brand exposure increases conversion rates, then how can you increase brand exposure? Go nuts with remarketing on the Google Display Network and Facebook.
We’ve seen it: conversion rates actually double the more times someone sees an ad in a remarketing campaign. Remarketing lets you turn one shot at converting a user into 100 or more possible shots.
With Facebook remarketing, you can target using the extremely valuable combination of behaviors, interests, and demographics to increase engagement and conversions by 3x for a third of the cost-per-click. This is where you want to push your hard offers, such as sign-ups, consultations, and downloads.
7. RLSA will save the day
We've found that RLSA (Remarketing Lists for Search Ads) campaigns are search ads that target people who search on your desired keywords AND have recently visited your website.
We've found that they typically have 2–5x better ROI than non-RLSA ads due to the fact that they are familiar with your brand. The problem is that RLSA, by definition, only targets people who have visited your site.
The solution: forget unbranded search ads and grow your cookie pools by using social media ads. If you can increase your audience sizes by 10x, you can capture 10x more conversions!
Note: This strategy applies only to certain verticals with very high CPCs where there's a lot of competition and conversion rates are challenging. Get more details in my post, RLSA for Competitive Markets: A Ridiculously Awesome Way Forward in PPC.
8. Increase conversions for pennies with video ads
What's the point of advertising? To bias people.
Video ads deliver on the two most important components of high conversion rates:
- Strong brand recall (lots of ad impressions).
- High CTR (high ad engagement).
Video ads on Facebook provide the highest value at the lowest cost. They are so cheap because they have the highest engagement rates.
People love visual content. Video is one of the best ways to bias people so they'll choose you over some brand they've never heard of.
9. You need to change your offer in a BIG way
We've looked through billions of dollars of ad spend. It turns out that the highest converting offers have very little to do with conventional "CRO best practices."
Here's what actually matters: Your offer needs to be massively different and more valuable from what your competitors are offering.
It doesn't matter how pretty your fonts and images are. Making small changes to your current bad offer won't move the needle. It will just result in small changes to your conversion rate.
If you want to dramatically increase conversion rates, then you need a completely different and better offer.
Want to collect more emails? Rather than publishing yet another whitepaper, which has low differentiation, consider creating something people actually want, such as a calculator or tool, which we've seen have conversion rates as high as 50 percent.
For example, one way that WordStream offers substantially more value is by providing a keyword suggestion tool. People simply type in a keyword and we email them the full results for free in an Excel file. All they need to do is provide their email.
10. You can totally eliminate your landing pages
OK, here's the problem. Only 2 percent of people are clicking on your ads, and only 2 percent of those people who reach your landing page are converting. That's a HUGE drop-off.
Wouldn't it be great if you could skip this landing page step and capture leads directly from ads? Well it is great, and you can do just that!
Thanks to new mobile technologies, like Facebook Lead Ads, you no longer have to send people to a landing page, which will continue to lose 97 percent of prospects. Only one field is needed — email. You can just eliminate that stage entirely from your funnel.
Summary: Unicorn CRO!
In the end, there are three types of unicorn conversion rate activities that impact conversions:
- On-page elements: This is historically where much of the focus goes — on "best practices" that are mostly about making changes to images, copy, fonts, user experience, psychology, etc.
- Brand awareness: Even though this isn't what most people would consider "CRO," brand familiarity has a huge impact on your conversion rates. People are more likely to buy from brands they know and like.
- "Growth hack": The biggest reason for a low CTR is a boring offer. You need to hit users with the right offer at the right time. (Note: I'm not talking about adding the word "free" to your offer; this may raise your CTR but kill your conversion rate because you'll have to sort though more unqualified leads. No, I'm talking about changing your offer in a powerful way to make your product more appealing to more people — such as how Dropbox offers you extra storage or Uber will give you a free ride or credits for bringing in new customers.)
There's much more to CRO than moving around your on-page elements. Why increase your conversion rate by a measly 5 percent when you could increase it by 5x?
Focus on #1 is a minimum. Focus more on #2 and #3 for insanely great returns.
Start thinking more widely about the conversion lifecycle. Think about not just what's on your landing page, but also what happens before and after they see it — or consider the possibility of eliminating that page altogether.
New technologies such as mobile, remarketing, and RLSA are the future of CRO. The real leverage is less about tweaking on-page elements and more about branding and growth hacking.
Ok, I'll bite...
1. That's why good testing relies on statistical significance and running your tests long enough to be confident the result will stick. I know it's just an image, but the image you're using to illustrate your point shows a test that was run for 5 days and according to the testing tool pictured shows under 40% statistical significance. The reason for the stats and for running it that long is so you don't mistake that for a winner and scratch your head when it doesn't hit your bottom line.
2. The way to get around this is to track your tests against the metrics that matter - track impact to sale rather than just increase in leads (for example). This seems like common sense and I'm sure it's the exact same situation you'd have in paid search - you'd be unlikely to carry on getting paid on a cost-per-lead basis if the quality wasn't there and you were just pumping in volume.
3. You mention that 10% of sites are unicorns. The testing market is still quite immature, I find it perfectly plausible that no more than 10% of websites are doing testing well. Also... you're talking about an "industry average." In an industry there are winners and losers, no surprise that an average would stay relatively constant without major growth in the category. Would go out on a limb and say that those who are testing are more likely to be winners than those who are not.
4. Excusing the fact that this is completely at odds with point two (increasing volume at the top of the funnel, or middle of the funnel, may not increase the metrics that matter), this point makes some sense. I'd also go out on a limb and say that organisations that are good at testing ad copy/titles for CTR are probably also well suited to benefit from website testing as well.
5. It certainly shouldn't come as a surprise that repeat visitors convert better than new visitors. But here's the thing, brand activity is expensive - and hard to measure the impact from brand activity to conversion. If you're going to throw loads of money into TV, display, etc. wouldn't you want to ensure that your website is going to convert that traffic? If you can get more from your existing traffic, you can unlock budget for activities that were previously either too expensive (TV) or too hard to justify on a CPA basis (display). In that sense testing can be your unfair advantage to help you build your brand and grow your market share.
6. Won't argue that remarketing can be very effective - particularly when done well! I would love to know the tradeoff though for someone who has been exposed to the same display ad 7 times - what's the cost of that one conversion if it negatively impacts LTV? Would also be curious to know as to how you've defined "viewed" as actually viewed (or at least "vieweable" by IAB standards) or just an impression served? The point is, just like testing, when done well remarketing is a really powerful tool. And when done poorly... not so much!
7. I'm glad you added the note...
8. If a conversion is an ad/video view (as it often is for advertisers and media folks), then go nuts! If a conversion is new revenue I wouldn't treat video as the silver bullet. CRO (just like advertising) is about finding the right medium and message at the right time. If you have data that strongly suggests that users are having a hard time understanding your value proposition, and you believe a video helps explain that more easily, test it!
9. For the most part I agree. Small changes (especially not backed up by data) tend to lead to small gains. However, a small change that addresses a BIG problem, may still have a big impact. The key is to focus on motivating the visitor to take action and help them overcome issues stopping them from converting.
10. Very nice little trick... but still requires those leads be good quality as per point 2.
"Think about not just what's on your landing page, but also what happens before and after they see it" - finally, something we can agree on unconditionally.
i'm so glad we agree on the big picture! :)
hi thanks for commenting, Sam. I would firstly re-iterate general alignment on the big issues. to address the specific points that you brought up here.
1. I'm glad you brought up statistical significance. i'm quite familiar with the concept. I chose this example specifically because this is an example where statistical significance fails. It's hard to see but this particular test had 3138 pageviews and 89 conversions (more than enough as tools can declare winners and losers with as little as 100 views and 20 conversions). the winner was declared a statistically significant winner, then later flipped to becoming a loser. This happens more often that most realize because these algos for the most part assume that traffic is a constant which is absolutely not true. They fail to factor in things like offer fatigue. Key takeaway: I don't like the idea of crowning winners and losers of A/B tests for life, since offer fatigue is a big issue. Instead, i'm advocating for term limits - thinking of winners as winners "for now",
2. I agree that tying lead gen to sales is the best possible outcome. It is a shame that most CRO studies that i read fail to do this analysis and declare victory based on lead conversion rates alone. It's not for lack of trying though, tying sales back to leads is incredibly difficult given the non-transnational nature of solution selling which happens slowly, in the offline world. (this is much easier to do in eCommerce, obviously).
3. When i look analyze the very highest converting offers in my data sets (over a hundred thousand companies, globally) there is no significant correlations between the top performing offers and a/b testing activities. the one unifying factor among these magical conversion unicorns is simply: massive offer differentiation. Summary: a/b testing alone cannot turn a donkey into a unicorn.
4. I'm glad we agree on the importance of CTR. there are some people who think (wrongly, in my opinion) that the goal should be to minimize CTR to maximize conversion rates, which i think is crazy.
5. My point on brand affinity was simply to say that I've found a way to quantify the impact of brand familiarity on conversion rates and the differences are astronomical, yet this is rarely the focus of CRO activities. A relatively cheap alternative to doing brand advertising is stuff like video ads on facebook. for $50 you could target 20,000 people or more that meet your target demographic, biasing them to favor your brand later, when the need to buy your stuff arises.
6. on remarketing, sounds like you are concerned about over-exposure on remarketing. There's really no reason to worry here. the various ad platforms (facebook, google display network) employ machine-learning enabled algorithms that essentially stop showing ads if people have tuned them out. (eg: even if you set your frequency cap to 100, it doesn't mean they'll show your ad 100 times - because you're not the only advertiser on these platforms). in terms of remarketing membership duration, if you set it to 1x your average sale cycle, you will reap 66% of possible conversions. 2x average sale cycle = 97% of possible conversions. 3x = 99.7%
7. My point with video ads was simply to illustrate that it is not necessary to take out expensive radio and television ads to get your message out. We are able to get video views on FB for less than 1 penny (given relevant ad targeting and interesting creative) which primes future prospective customers to be dramatically more likely to favor choosing your brand over others they haven't heard of, later, when the need arises to purchase your stuff.
9. i'm not saying that it's theoretically impossible for a small change to make a large difference. what i'm saying is that it is that more often than not, the big changes make the biggest differences that tend to stick. Furthermore, if you're only tweaking small things, it could be a symptom of a greater issue in your company - a lack of vision. in the absence of big ideas to test, we fall back on smaller things. If bigger ideas were available on the menu, the choice would be more obvious.
10. even if the leads have average quality (and i have no reason to believe this is the case), you're still an order of magnitude ahead. the worst thing you can do is send people to a landing page where the odds of conversion are currently around 2.35% when you can eliminate the leakiest stage of the funnel all-together. Another alternative is call-only campaigns in adwords. have people call your business directly, then you can talk to them and get their information rather than have them bounce off your site anonymously. more and more mobile ad technologies short-circuit the landing page altogether.
in summary: we are actually on the same page here, particularly the big picture stuff of looking at conversion as a lifecycle rather than a singular event, which is key.
Hi Larry,
Thank you for taking the time and the considered response. As you say, I think we're aligned on a number of the major points.
Wasn't trying to be argumentative, just wanted to make sure that there was a view from the other side and people didn't walk away without considering some counter-points.
Won't go through point for point, but thought I'd add just a couple of comments and suggestions for some people who are struggling with the issues you've raised.
Stats
Appreciate that stats models are complicated - and often deceiving (either if used improperly or a test called too early).
There are way too many shops that don't take the stats seriously and either:
1. Don't use the stats models properly
Example: using a simple one tailed t test and checking the test every 10 minutes and declaring a winner (rather than not looking at the results and declaring at a pre-determined time).
Solutions: Thankfully some of the tools like Optimizely have introduced some processes to try and compensate for human nature to want to check every few minutes. But that may not always be enough (see next point).
2. Don't run a test long enough to weed out any potential bias.
Example: if you only ran a test for a few hours and there was some external factor like a major TV campaign that called out free delivery, and you were running a test with one variation highlighting that free delivery at the same time, it's easy to imagine thinking you had a huge winner when that result may not have lasted.
Solution: To avoid this we try and run things for at least one full business cycle (which obviously varies by client and sector) and generally never less than a week. Better to have a flat result and learn something than to claim a winner and discredit future results!
3. Don't track the right metrics.
Example: focussing on add to basket or leads rather than sales or converted trials.
Solution: test against the metrics that matter. It can certainly be more difficult to track tests to some of these metrics, but by no means impossible. Sometimes a test that has a flat result to a middle metric (like start trial) actually has a big uplift to final conversion/sale (trial>paid subscription).
It's certainly easy to fall into the trap you describe, but there are ways to mitigate it as well.
Top performers
This part fascinates me - and would love to have the data you guys have! I agree that I may be confusing causation and correlation here but in my experience the "unicorns" and "disrupters" are often underpinned by great testing programmes that allow them to be braver. For example, Uber, Amazon, Facebook, Google, etc. all seem to embrace testing and be underpinned by a culture of testing. Ultimately agree with your point that you can't turn a donkey into a unicorn, but you may be able to use testing to convince your boss/investors that you have a donkey and need to test out some new ideas. As you said, think we're aligned here.
Brand/video
Your point there makes a lot of sense. Would actually love to do a bit more testing around this and happy to learn how cheap you can get some brand exposure from FB video.
Remarketing
My concern stems from personal experience - and what often feels like the "uncanny valley" of "1:1" marketing. The chasm between stalking (doing remarketing poorly) and truly great remarketing (right message, right user, right time) means that there is a lot of room for creepiness in between. Some brands follow me around the web in spite of the fact that I am not in-market (say a mobile provider chasing me for months after I've just signed a two-year contract with their competitor). This stalking has massively put me off their brand. The same can obviously happen with testing (some brands that are too push with their approach have converted me and ultimately turned me off of their brand). I am also a bit of a sceptic when it comes to how some people treat frequency capping, viewability, cookie windows and attribution... but call me a cynic! Not disputing the value of remarketing done well for one minute :)
Big picture
Totally agree that there's some really exciting opportunities for taking testing full funnel and also that it's important not to treat it as a silver bullet. Just like paid advertising it's got to be done well to work, and if people are thinking too small they are likely to be missing the big opportunity across the entire funnel.
Thanks again for the response and clarification!
thanks man. totally with you on the stats thing. regarding uber, facebook, etc. I view those companies as examples of companies with super unicorn-level 999 product/service differentiation, which got even better with testing, which i think is still important and valuable.
You have hit the nail Sam. There are too many people who know too little about concepts like Statistical Significance, A good test duration , etc. Also very apt comments on testing the things that matter.
@Larry loved the article and your response to Sam
Top 10 best blog posts of the year! Great read. I think you are spot on about the value of getting in front of the same audience more than once. That whole 7 touch points of old school marketing is still at play here in digital marketing land. And YouTube ads, and FB ads, serve as another really cheap way to do nudge people along the path. I found on one of my sites that conversion rate went from .5% to 8% for returning visitors. Retargeting ads are mandatory these days, don't leave home without them.
Hopefully this story - the story of CRO - has a better ending than the X-Files!
omg xfiles just got worse and worse as the series progressed. :(
Brilliant article :) and I particularly love the pictures with all the quotes ;)
You're absolutely right, if you don't have something to offer people at the right time, why bother advertising so that later you lose the leads - while at the same time wasting money?!?
There needs to be a lot of consideration and practice, bearing in mind specifically that brand awareness doesn't bear fruit right away - it's a long term thing...so wait for it....advertise more...wait for it...and even WOM will work out for you!
PS. For some reason all the images in this blog post link to tinypic, which I don't personally use but the images can't be found there, while at the same time thy have a bunch of spam paid content links... not sure if this is quite good for the moz.com in general....just sayin....
lol thanks those dumb jokes and unicorn images took forever.
Hey Misaras, thanks so much for the tip about the images -- they're fixed now :)
Awesome Post, Larry!
My favorite: "Your offer needs to be massively different and more valuable from what your competitors are offering.
It doesn't matter how pretty your fonts and images are. Making small changes to your current bad offer won't move the needle. It will just result in small changes to your conversion rate".
So true.
YES. but companies spend so much time and energy on these little things...
I do see where you are coming from but visuals are so important in making the buying decision, especially online. The esthetic play a big role in whether the consumer will consider your site reliable, professional etc.
i'm not advocating for ugly landing pages. Quite the opposite. i think beautiful visuals are the minimum required effort level. and that there is so much more you can do beyond that.
Thanks Larry
I agree with most of what you say, mainly when your comments on making sure the offer is different and adds more value than those of competitors.
I would however question how the landing page (point 10) can be avoided if the intention is to generate a sale (if we are talking of email newsletter registration I´d agree) but if we talk of actual sale generation I ma not sure how it can be avoided. Could you please elaborate a bit more on that? Thanks
sure. you can use a call extension / call only campaign. so for example, only pay if someone calls your business. that way you can take their order on the phone (very high conversion rate) vs. sending them to a landing page where you lose 98% of them on average (very low conversion rate).
Thanks for the answer Larry
that makes sense, specially for business that manage to have special offers that work well on phone-
Hello Larry, I must say these 10 truth bombs will surely blast the conversion rate optimization problems. I do use bomb no 6. 'Boost your conversions with Remarketing' for the Google Display Network but for the Facebook I haven't tried yet, and yeah couple of bombs are new for me and I eager to try them off in my live marketing campaigns, hope it sounds well to further boost conversion rate optimization.
haha CRO-bomb number 6 is so great! Ka-POW! it's like a laser guided smart bomb!
I've been using bomb number 4 for quite some time now and it does work! Great post..
ah yes. good old bomb number 4 sure does pack a great KABOOM!
Really enjoyed this post Larry! I need to get smarter on RLSA...been hearing great things about it. Heading over to read your reference article now!
RLSA will save the day!!
Great post Larry and the best one the classic A/B testing, no fonts spacing or playing with graphics can work wonders if you are offering something better and of course at a lower price.
Yet another 'GOLD' article, I always look forward to seeing what new PPC nuggets I can get after a good read. One area I currently under utilise is email re-marketing, but I am definitely using more. With a list of a good few hundred thousand people we can target users direct in FaceBook and Gmail whom we already know are qualified lead targets that we want to hit up annually. I think this is definitely a technique more people should use.
Top work Larry!
yes this should dramatically increase your conversion rates (targeting qualified prospects using email targeting on FB, gmail, youtube, google search). it's the most powerful advance in ad targeting in the last decade.
Wow is all I can say and the part of eliminating landing pages all together is something I may not agree on 100% but I do see where the effort can be better spend else where for sure after reviewing the post. You brought up the 3 main areas to increase and one missed aspect with a current client of mine is the "Brand Awareness" . I think this is overlooked as when your brand = trust getting the user to convert is much easier especially when you are re-marketing.
One last note on my new approach with a landing page after re-thinking instead of utilizing it for a sale generation I will have different expectations in hope to help drive the brand in a more specific area of interest which the landing page can assist with instead of cramming a bunch of CTA's through out.
Thanks for the post.
thank you for these comments, tim.
One thing that helped my clients is when I created a video for them and remarketed on YouTube. The video was about "Breaking News" and was designed to build credibility. Video remarketing has helped close some sales for us.
YES. it creates a bias (in this case, trust) which impacts conversions. congrats.
I could not agree more about the early wins disappearing! I've had cases where after a few thousand hits there was a strong winner, but by the time we hit 99% statistical significance it had all gone the other way!
Hi Larry,
In the summary you mention 'The biggest reason for a low CTR is a boring offer'. As a marketer we always offer what is most interesting/applealing and we believe that will convert. When it doesnt covert we don't necessarily change the offer but test different elements. My question is how do I know if an offer is 'interesting', that it will lead to 'conversion' and how do I differenciate bwetwen a bad offer and bad elements that communicate the offer (like images and copy) ?
audition the different offers using paid search or paid social ads. the higher the engagement rates or click through rates, the more likely your offer is interesting to more people.
Thank you. Was not thinking along those lines until now ;)
Hi Larry
Well, I'm still a big fan of testing A / B, but the truth is that with the example you bring begin to see them otherwise
I do not quite understand mjuy well if you say that Brand familiarity is important or not ... Brand familiarity is an aspect of the most important, because, as you say in the example, a known customer can increase to X3 conversions with respect to a unknown client
Thank you very much for the post!!
We've found that visitors with strong brand affinity (repeat visitors) convert at 2-3 times higher than website visitors with weaker brand affinity (new visitors). People want to buy from the brands they have heard of and are familiar with.
It is important to keep the landing page much more effective and use-friendly so that people engage with contents and the website itself. Too much media is also harmful at times.
yeah these are all part of the on-page experience. which is definitely important, but just one piece of the shocking truth about CRO.....
Excellent post! Very clear and didactic.
Thanks
thanks zoping!