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CRO (Conversion Rate Optimization) Q&A
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As we discussed in Part 1 , the call-to-action is not as clear cut as marketers tend to make it. It’s not just a button or link. To the customer, the clickable thing has no meaning outside of its surrounding context. To them, the call-to-action is a request based on a cluster of content related to that request. Why? Take this classic example of context from Leonard Mlodinow’s book “Subliminal.” Read this sentence: “T Read more
By Jon Powell, Principal Consultant The Conversion Wizards If you’ve ever found yourself having to create any kind of marketing or advertising material, then you’ve heard of the term “call to action.” I would argue that 9/10 digital marketers consider it to be the button, or the link, that you click. In different types of marketing, the call to action can mean different things, though. Like in a direct mail piece, it Read more
Today I’d like to share an example of an effective “direct response” ad that has appeared in the print edition Wall Street Journal unchanged for the last 5 years. Usually this means that whoever is running it is making money—no one runs a national edition ad for that long if they are losing money! As they say in Direct Response marketing, it ‘pulls’ really well. While the ad itself looks “amateurish” and perhaps even Read more
In this post, we share a CRO (Conversion Rate Optimization) case study from Protalus, one of the fastest growing footwear companies in the world. They make an insole that corrects the mis-alignment suffered by roughly 85% of the population. Mis-alignment is the cause of most back, knee and foot pain. Back pain alone is estimated to be worth $100 billion a year. Summary • We (with Protalus’ team) increased direct sale Read more
The prospect's problem was written by Dr. Flint McGlaughlin , the founder of MECLABS, who pioneered behavioral testing on the web in the early 1990's. It is taught in his Email Messaging Optimization course . If you are interested in the course get in touch with us. We may be able to get you a coupon: jasper@TheConversionWizards.com The Prospect’s Protest (A Problem) 1. I am not a target; I am a person: Don’t market Read more
