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Why Most Redesigns Fail (and How to Make Sure Yours Doesn’t)

Talia Wolf July 24, 2018 Conversion Optimization 1 Comment

I’ve lost count of the amount of emails and phone calls I get that go somethin’ like this:

Them: “We recently did a redesign and conversions have plummeted, we have no idea why this is happening. Can you help?”

Me: “What was the redesign based on?”

Them: “Our designers created a new, beautiful, sleek, up to date and responsive site…”

Me: “Did you test it or elements of it before going live?”

Them: “Test it…..?”

We’ve all heard the horror stories of beautiful (costly) redesigns, causing a whole lot of damage for businesses, yet companies still do them all the time. In fact, just this week I spoke to two different large insurance brands and a bank who are experiencing this exact issue; a redesign gone wrong.

Why Most Redesigns Fail

Color psychology: The complete step-by-step guide

Talia Wolf July 8, 2018 Conversion Optimization 3 Comments

There are thousands of infographics, images and guides explaining how to use color psychology. Usually, these infographics look something like this:

Red = anger
Blue = trust
Green = health

A never-ending list explaining exactly what color creates what emotion.
Countless businesses use these guides to determine the color of their brand, the background and hero image on their landing pages or the color of their call to action buttons.

The problem?

Color psychology doesn’t really work that way.

Sorry to be the one to tell you this, but thinking that every single colour creates one specific emotion for every person in the world is simply incorrect.

Most businesses aren’t aware of this, they follow these guides blindly and unfortunately using the wrong color can actually set you back or even hurt your conversions.

Here’s one thing I do know from running thousands of AB tests:

The Complete Guide: How to do Conversion Optimization Research Step-by-Step (part 2)

Magda Baciu July 2, 2018 Conversion Optimization 1 Comment

If you followed the step-by-step guide we published last week, you should be able to complete the first part of our conversion optimization research.

In the first part of the guide we focused on making sure tracking was set up correctly and then understanding the numbers, the data and the behavior of people on our site. Now it’s time to focus on qualitative research – going beyond behavior and finding out what our customers really care about.

Here’s what we’ve already covered:

Quantitative Research

Data accuracy check

Google Analytics health check

Data Analysis Strategy

Advanced segmentation
Data extraction [Sampled and Un-sampled Data]

Actionable Data Insights

Behavioral patterns [converters vs non-converters]
Come up with optimization ideas/ growth tactics

During this part of the research we’ll take the following steps:

The Complete Guide: How to do Conversion Optimization Research Step-by-Step (part 1)

Magda Baciu June 24, 2018 Conversion Optimization 1 Comment

One of the most common question people ask about conversion optimization (besides – what’s the most high-converting button color….🙄), is what are the must-have tools everyone should be using.

With SO many tools out there, the options are endless and it’s tough to know what tools work and how to use them in the best possible way.

This very same question came up in GetUplift’s Facebook group ‘We Optimize’ a while ago and sparked a really interesting conversation about the most important part of conversion optimization; the research and the tools it requires.

How to optimize your site with user testing

Talia Wolf June 3, 2018 Conversion Optimization 0 Comments

If you had the opportunity to see exactly how prospects engage and behave on your site, would you take it?

We spend hours, weeks and months planning our websites and funnels, but we don’t really know how people end up using them do we? Sure, you think we designed the perfect experience, but are you sure?

Google Analytics tells us where the problem is in the funnel, heatmaps and session recordings show us what people are doing on the page, but not WHY.

“Why are they clicking those buttons?”

“Why aren’t they scrolling all the way to the top?”

“What’s stopping them from taking the next step?”

If you’ve found yourself asking these questions and many more, it’s time to start considering user testing.

User testing has a bad rep for some reason, but if you pay close attention to today’s training you’ll see the HUGE benefits it can deliver and how it can help you figure out exactly what changes to make on a page to get it to convert.

In this session the queen of all things user testing Els Aertz, walks us through her exact process for running them successfully.

Are You Using Heatmaps Correctly? A step-by-step guide

Talia Wolf April 16, 2018 Conversion Optimization 0 Comments

Heatmaps are a very popular tool in the world of conversion optimization. They’re used in reports to support theories and show behavior on a particular page, but are they actually effective? Or do they just look good in a report?

Many tools allow you to see how people behave and engage on your site, so what makes Heatmaps, the right tool to use to increase conversions?

A couple of weeks ago while Dr. David Darmanin, founder of HotJar and I were in Stockholm speaking at Webbdagarna, I grabbed him and asked if he’d be willing to discuss the issues that heatmaps present, the mistakes people make while using them AND how heatmaps should actually be used.

As you’ll see from my interview with David below, MANY people use heatmaps incorrectly.

How to go from blank screen to high-converting copy [webinar]

Talia Wolf February 22, 2018 Conversion Optimization 0 Comments

At some point in your career you have probably been told that copy doesn’t matter or that people don’t read. 🙄

That’s why most “best practices” tell you to:

Reduce the copy on your pages
Remove your explanatory text
Shorten the subject lines you use
Right one word headlines

There’s plenty more of those “tips” around the web.

Well here’s the hard truth: These “experts”, blog posts and “best practices” are completely wrong.

Copy can make or break your conversions.

I want to make sure you’re on the path to writing copy people WANT to read, so this week I invited Joel Klettke to give us a crash course on how to write high-converting copy.

And boy, did he deliver.

Joel has helped clients like HubSpot, InsightSquared and WP Engine turn more visitors into customers with nothin but beautiful words.

This training included the most important elements of writing high-converting copy and SO many great examples.

If you want to increase your conversion rates you need to know how to write copy the right way and Joel teaches us just that in this webinar.

Here are the moments you don’t want to miss:

Level of awareness: The key component for knowing EXACTLY what words to use on your page (06:20)
Pain & Desire: How to understand the underline emotional-drivers that bring prospects to your product (15:32)
Frameworks: Putting it all together – Specific copywriting frameworks you can use right now (25:31)
Social Proof: How to use social proof the right way to grow your conversions (39:14)

7 advanced ways to distribute your content in a crowded market [Webinar]

Talia Wolf January 14, 2018 Conversion Optimization 0 Comments

In last week’s live training we tackled the biggest issue marketers have today: How to distribute content.

It’s no longer enough to just create good content, if you’re not distributing it in the right places, no one will notice you.

This was hands-down one of the best trainings we’ve ever had thanks to Ross Simmonds who killed it!

Here are the biggest takeaways you don’t want to miss:

Why your brand is struggling to stand out (and how Google and Facebook are making it even harder) — 08:00
The most important piece missing from your content plan — 16:05
How to uncover new audiences for your business using Facebook Audience Insights — 18:20
How to use Facebook groups to target your audience (yes, B2B too) — 26:44
How to use Facebook Graveyard Pages to grow your audience — 31:46
How to use StackExchange, Quora, Medium, Slack and Reddit the right way — 40:28

Watch the replay below:

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