Archives For Conversion Rate Optimization

How ‘Buyer Modalities’ Affect Your Conversion Rates

by Angus Lynch on February 3, 2015


When I was a vacuum cleaner salesman, I used to do my level best to ‘profile’ prospects while I was in their homes.

Were they neatfreaks? Parents? Gearheads? Newlyweds? Seniors? All these things would affect what I focused on during the sales presentation.

Salespeople have used these tactics forever, but on the web, we don’t have that kind of flexibility.

Instead, we’re stuck with somewhat static landing pages with a bit of dynamic content, but not much else.

So how do we know we’re sending the right message to the right users? The best way I’ve found is to make sure a landing page appeals to the four buyer modalities.

Continue Reading…


As marketers, the clock always seems to be against us.

So when it comes to conversion optimization, most of us simply don’t have enough hours in the day to plan and execute a proper strategy—even if we did have the necessary skills and resources in place.

This led our team to a simple question: is it possible to generate a sustainable lift for a website in just a few hours?

We each had our own opinions, but to dig deeper, we reached out to 5 colourful characters in the CRO space—Brian Massey, Angie Schottmuller, Peep Laja, Neil Patel and Michael Aagaard—and asked them a simple question:

“If you could spend only 4 hours optimizing the marketing performance of a website, what would you do?”

Continue Reading…

4 Examples of CRO ‘Best Practices’ Getting Spanked

by Angus Lynch on January 14, 2015


If you’ve read anything about conversion optimization (CRO), you’ve probably seen the term ‘best practices’ thrown around.

CRO best practices are commonly accepted areas you should be addressing to increase your chances of finding a successful conversion optimization test.

I stress “increase your chances” for this reason: CRO best practices often fail, which is why it’s important to always have solid optimization processes in place.

So with this in mind, here are 4 examples of CRO best practices being taken to the woodshed.

Continue Reading…

Sometimes when you have a hammer, everything looks like a nail.

For site owners, this is an easy trap to fall into. If you have an exciting new promotion, it’s tempting to serve it to all your traffic. Who wouldn’t want to see the awesome value you’re offering?

But that would be a mistake; your users are not all the same.

Demographically, they come from different age groups, locations and cultures. Technically, they come from different referrers and use different devices.

And if you serve them all the same content, your segmentation strategy would look something like this:


Continue Reading…

5 Copy Tweaks That Sent Conversions Soaring

by Angus Lynch on July 30, 2014

In conversion optimization, small changes can make a huge difference.

With simple tweaks to your design, copy or layout, your website can reach out and turn visitors into customers. Yet far too often, we see site owners throwing out their entire website before looking at the little things.

For this post, we’re going to focus on just 1 factor: copy.

Yes, your copy must convey value, solve the user’s problems, and provide a clear (and benefit-laden) call-to-action.

But there’s a misconceived notion that it takes a Shakespearean display of wordsmithery to convince users to make a purchase. This simply isn’t true.

Writing ‘killer’ copy isn’t always about coming up with something that’s clever, sexy or original. Rather, it’s about walking the line between the creative and the analytical.

Image Source: ContentVerve

Continue Reading…