Do Your Landing Pages Leverage the Rebuttal Approach?

business cat meme image captioned "I beg to differ."I’ve written a fair amount over the years about using the 3 stages of the decision-making process as a framework for doing analysis and Optimization. At each stage of the process, the prospect’s mindset and needs are different. Therefore, your tactics for persuasion, testing, and Optimization should be different.

Today I’m going to focus on “Middle” and “Late Stage” prospects, and on one crucial tactic for converting prospects at these stages of their conversion journey. The tactic is more often used in B2B (and especially SaaS) marketing, but I believe it can be applied effectively in B2C scenarios as well.

I call the tactic for this post the “Rebuttal” Approach. It’s a borrowed legal phrase which is also used in politics; especially in debates. A rebuttal is an expected opportunity to counter-argue known points that your opponent has made. In political debates, an opponent is often given, say, 30 seconds to make a rebuttal argument against a specific point just made.

In Optimization, the Rebuttal Approach is your chance as a marketer to make a counterargument against your competition in order to convert Middle and Late Stage prospects. This is a crucial tactic because prospects tend to engage in a lot of comparison research or shopping before they make a decision. A prospect on your site in Middle and Late stages is almost always conducting some sort of comparison between you and your competitors. Continue reading

Copy Matters: 30 Minutes for a 10% Lift

Pad of Paper & PenOne of the more common excuses I hear for marketers not conducting experiments on their websites is a “lack of resources.” This generally refers to not having designers and developers at their disposal to create new versions of site pages, new graphics, new layouts, etc.

However, that is not an excuse from testing. That is perhaps an excuse from “radical redesign” testing. But there are still ways to run tests and get conversion rate lifts without tapping those resources. If you have access to a copywriter, or can write a bit of copy yourself, there’s plenty of testing (and learning) you can do, and I’ll give you an example in this post. Continue reading

The Steps of the Scientific Method (for Marketers)

photo of scientist in labThe marketing world, especially the online marketing world, has made great strides in recent years moving towards being more scientific, more data-driven, more evidence-based, etc. in its approaches.

The ability to run live experiments on  web pages (e.g. A/B/n split and Multivariate) has made being “scientific” about conversion optimization much more feasible, so hats off to those software vendors that continue to bring us those abilities.

So while we all “talk the talk” of testing our landing pages and shopping carts, I sometimes get the impression that we’d “walk the walk” even better if we had more solid backgrounds in science and especially in the Scientific Method as it pertains to experimentation.

I was guilty of not paying attention in science classes, and not focusing much on science courses in college. In fact, I think I’ve learned more about the Scientific Method in my work on Conversion Rate Optimization than I did in school!

If you could use a primer on how exactly the Scientific Method should be used to run a test on your website or other marketing touchpoints, I’m going to break down the scientific steps in very marketing-centric language. Continue reading

What Do Your Trust Tattoos Say About You?

trust logos

Image courtesy of Actualinsights.com

A past client of mine coined a wonderful phrase when he mentioned the fact that his shopping cart “had all the usual security tattoos,” referring to the seals/badges/logos seen around the Web as credibility indicators and anxiety reducers.

While I laughed at the time, I now think that there’s something to this idea that trust badges on sites are like tattoos on people. You can make some pretty safe assumptions about people’s personalities based on their body art, so maybe online shoppers are making assumptions about your site based on your security “tattoos”! Continue reading

LPO: Speak to The Skeptic in All of Us

I recently came across a concept that got my curiosity revved up: a hosted eCommerce solution provided by none other than Amazon. I’m always interested in learning about up-and-coming eCommerce solutions, and you have to admit that Amazon “knows a thing or two” about eCommerce!

However, this post isn’t about their service, it’s about their landing page. [In doctor’s voice: No, no. Your web service is fine. It’s about your landing page…]

Since my curiosity was engaged, I clicked on a PPC ad to learn more. The landing page (click thumbnail to enlarge) I encountered became the subject of this post because, while it did a whole mess of things “right” in terms of Landing Page Optimization, it failed to speak to the skeptic in me. Read on to learn why this particular failure is so dangerous to conversion. Continue reading

Site Optimization for Mobile: Defer the Big Project

phone image "We need a mobile redesign for our site."I’ve heard similar comments from several marketers lately that concern me a bit, so I wanted to post a bit of a warning, and of course provide some alternative thoughts.

The gist of the comments was that these marketers knew that their sites weren’t yet optimized for mobile, and that they viewed that fact as a problem that could only be solved via a major project aimed at optimizing the entire site for mobile devices. Continue reading