Optimizing Tactics vs. Optimizing Strategy: How choosing the right approach can mean all the…
Discover a strategy that can put you ahead of your competitors by adding an incredible amount of value for your customers.
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Do Your Pages Talk TO Customers or AT Customers? Why the subtle shift in message makes all the…
It is crucial that the messaging and design of your webpages show that you value your customers, and their satisfaction is your number one goal. In order to begin to build this trust, when people visit your website, they need to feel they…
The Essential Messaging Component Most Ecommerce Sites Miss and Why It’s Deterring Your…
Why should visitors choose this company over others? This retailer fails to answer that crucial question.
Beware of the Power of Brand: How a powerful brand can obscure the (urgent) need for optimization
We've all been there before. You go online to order something from a well-known brand but can't figure out how to navigate the site. You push through, even though you want to click away, because you know they have a great product and you…
Page Layout Optimization: A common mistake marketers and web designers make, and how to avoid it
In this Quick Win Clinic, we see a page that has several positive factors going for it. Our attention is captured. But just as the conversation gets rolling, it seems to end and we are left hanging, even a little confused. Watch the video…
Form Optimization: The importance of communicating value before making the “ask”
If you want to maximize your revenue, it's not enough to optimize your landing page; you should ensure form pages reinforce your value proposition, minimize unnecessary friction and alleviate customer anxiety.
Conversing with the Customer: Beware of using too many nouns
Apple has earned the right to use a single noun on its landing page. You and I have not. In fact, very few brands can get away with simply using a noun or two as their value proposition because ...
Communicating Value Effectively: Respecting the customer’s right to draw their own conclusions
If you want to stand out in the marketplace, instead of making a claim that you are the best, show your prospective customers that you are the best — with specific, quantifiable facts. Then, let them draw their own conclusions whether you…
Clarifying Your Marketing Objective: The danger of asking “how?” too soon
In an earlier Quick Win Clinic, Flint McGlaughlin talked about the importance of determining a clear objective for your webpage. But where does the marketer go from there? The next step is to determine the most effective way to accomplish…
The Danger of Marketing Background Noise: How to communicate your offer with maximum clarity
Flint McGlaughlin shares three principles that FreedomCare, and marketers like you, can utilize to overcome this obstacle to conversion — lack of clarity.
Sustaining Momentum: Pitfalls to avoid when driving customers up the sales funnel
In this Quick Win Clinic, the customer's momentum, while traveling up the sales funnel, quickly slows down after giving the first few micro-yes(s), because a very large "yes" is being asked of them too soon — to install something on their…
Optimizing Forms: How to increase the perceived value for your customers
A good marketer is aware of the need for a clear value proposition. However, the value proposition must continue at the process level where you ask for a response from your customer.
When Not to Optimize: Getting into the high-performance zone for conversion optimization
While optimizing an insurance company's homepage, we learn that time and money would be better spent building a new page from scratch.
Optimizing Homepages: How a clear objective can increase conversion
In this Quick Win Clinic, Flint McGlaughlin looks at a homepage that has no clear objective. Its visitors become lost somewhere in between the disjointed pictures, ads, video and phrases. Watch now to get ideas for clarifying a homepage's…
Effective CTAs: How the thought sequence of a call-to-action affects landing page performance
In this Quick Win Clinic, Flint McGlaughlin optimizes a webpage that provides marriage counseling. The CTA is in a prominent position but fails to achieve significant conversion because the micro-yes sequence was ignored.
The Only Factor: The key to high-performing webpages
When potential customers click on a webpage, they ask themselves — either consciously or unconsciously — three important questions: Where am I? What can I do here? and Why should I be here? If you don’t answer all three within the first…
Conversion Rate Optimization: Getting the right “yes”
Customers are often jaded by broken promises from other marketers, and they are tired of endless ads that don't deliver. You have to overcome this negativity by building trust through a series of incremental steps that lead to a macro-yes.…