Conversion Rate Optimization Blog

About the Invesp Blog

This blog is brought to you by the team at Invesp, a conversion optimization company.

Meet the authors of the invesp blog: Ayat, Khalid, Stephen, and Masroor.


RSS Subscribe via RSS Feed

Or, receive weekly updates by email:

Free Landing Page

Two easy to customize,
highly converting
landing page templates.

By Stephen Da Cambra on November 17, 2014 5:10 pm

The character of Don Draper, the dapper protagonist of the multi-Emmy Award winning program Mad Men, is a composite drawn in part from a number of real-life advertising people.

Draper’s professional accomplishments are said to be based on those of Rosser Reeves. Among other notable contributions to the profession, Reeves helped develop the idea that advertising must highlight a product’s Unique Selling Proposition (USP – sometimes referred to as unique value proposition or UVP).

Reeves’ more famous applications of the USP principle include “Melts in your mouth, not in your hands” for M&Ms candy, and “Better Living Through Chemistry” for Dupont Corporation.

unique selling proposition graphics

Draper demonstrates his ability to distill and highlight a product’s USP in the very first episode of Mad Men, entitled “Smoke Gets in Your Eyes”.

It’s the early 1960s, a time when cigarette smoking was at its zenith, but also a time when consumers became more aware of its health risks.

In one scene, executives of the Lucky Strike cigarette company are about to leave, unimpressed that Draper and his colleagues were unable to get around the health question. But a passing remark tweaks Draper’s imagination and he calls them back.

“This is the greatest advertising opportunity since the invention of cereal”, says Draper. “We have six identical companies making six identical products.”

“We can say anything we want.”

Draper asks the execs about the cigarette-making process, and toasting the tobacco is one of the steps they mention.

“There you go,” says Draper. And he writes ‘It’s Toasted’ on a chalkboard.

“But everyone else’s tobacco is toasted”, replies an exec.

“No”, replies Draper.

“Everyone else’s tobacco is poisonous. Lucky Strike’s is ‘Toasted’.”

Lucky Strikes "It's Toasted" unique selling proposition

USPs and Online Conversion Optimization

Fast forward five decades from Mad Men times and USPs are more in demand now than ever. With mere seconds to capture a visitor’s attention on websites and landing pages, digital marketers rack their brains to come up with clear USPs to quickly set their products apart and drive conversions.

But it seems that the passage of time has also blurred the vision of a USP. Today, to develop a USP, companies are advised to find the one thing they do that‘s not done by any of their competition. Or at least that’s how most digital marketers interpret the idea of a unique selling proposition.

From using the personality of an owner or employee, to developing unique packaging or processes, like Man Crates, businesses are frantic to find something that is absolutely different about their offer. They struggle to define their USP.

Make no mistake, if there is something that is absolutely unique about your company or product, then you have an excellent USP. But “if” is the biggest word in that sentence.

It’s a Unique Selling Proposition

As well as it works, it’s a simplification of the process to make your USP dependant on a unique characteristic. It’s an over-emphasis on ‘unique’. And it’s an easy solution; find something unique about your product and, poof, you have your USP.

But what happens when everyone is “dedicated to customer service”, “exceeds expectations” and “saves you money”? Developing a unique “selling proposition” takes a little more work.

A USP should propose something that will help you convert and sell. Something that customers will uniquely associate with your company. And that something does not need to be unique to your company. How so? Think about the “It’s Toasted” story.

You need to look only as far as some famous advertising slogans for examples of USPs that don’t represent anything different about a company, but that suggests something to customers that they uniquely associate with the company or brand.

  • “Just Do It”
    It’s one of the greatest advertising slogans of all time. And one of the greatest USPs. Yet it does not highlight anything that Nike shoes have that others don’t.
  • “It keeps on going and going and going”
    Isn’t that odd? Energizer doesn’t come out and say that their batteries are the longest lasting. They know that would be a fool’s game. But by suggesting that their batteries “keep on going”, longevity is forever associated with their brand.
  • “Finger Lickin’ Good”
    We lick our fingers after eating chocolate, apples and the chicken we cook at home. Yet KFC built a fast food empire on making this common action uniquely associated with their product.

SEO Shifts Focus Away from USPs

There’s more about the use of USPs in digital marketing that’s different from how they were used in Rosser’s day. And search engine optimization is at least partly to blame.

If you look at Lucky Strike’s actual “It’s Toasted” campaigns, you’ll see the USP everywhere. It’s printed on the package, it’s on promotional products and across all their media. The first time and every time you see the Lucky Strike brand, you know “It’s Toasted”.

But that doesn’t happen on digital. Indeed, we struggle to express USPs in the very first impression many customers have of our offer: search engine results.

Online, search results have themselves become the USP. If you’ve managed a first-page ranking, that’s what you have that your competition doesn’t. And considering the payoff, it’s a highly profitable USP.

However, is the fact that the first position in Google results gets 1300% more clicks than the 10th position purely a symptom of ranking. Or is it because we sacrifice USPs in favor of keywords in title tags?

Google search results page
Except for price, there is no attempt to express a USP in the titles of the search results listed above. With nothing else on which to base their decision, searchers will naturally start clicking from the top.

What if just one of those title tags offered a “Beautiful Butt Machine” or “Cellulite Killer” in addition to the key phrase?

“You must make the product interesting, not just make the ad different.”
Rosser Reeves

“Advertising is based on one thing. Happiness. Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of the road that screams with reassurance that, whatever you’re doing, it’s okay. You are okay.”
Don Draper


Posted in (Infographics)

The 2014 holiday season will have only 26 days between Black Friday and Christmas, just one more than last year and five fewer than 2012. Still the US retail commerce is expected to grow 16.6% this holiday season up from the 15.3% growth of last year. Looks like it doesn’t matter anymore just how many days there are in the holiday season anymore. Retail commerce is growing by leaps and bounds each season. This year we estimate that holiday season sales will account for 23.7% of total retail E-commerce sales in the US.

If you’re just as curious as we are, do check out our infographic, “Holiday Shopping Statistics And Trends”, for an in-depth look-see into the holiday ecommerce stats in the US.

Holiday Shopping Statistics and Trends


Infographic by- Invesp

To Publish this Image on your Blog or Website . Copy this code

Estimated US Retail E-Commerce Holiday Sales Statistics

Year Retail E-Commerce Sale ( In Billions)
2012 $53.89
2013 $62.11
2014 $72.41

Almost 92 percent of holiday shoppers plan to go online to research gifts and/or make purchases this holiday season.

Mobile commerce will account for 33% of US online holiday sales

94%of polled consumers said that discounts will be important to their purchase decisions.

91% of shoppers say a low price is an important factor in the decision to buy

Around 70% of US ecommerce shipments during the 2014 Christmas shopping period include free shipping. This stands at a 3% increase over 2013, when about two-thirds of all U.S. holiday ecommerce shipments were sent at the merchant’s expense.

83% of online shoppers are willing to wait additional days for delivery if they can get free shipping.

80% of consumers will use more than one device at once while shopping for the holidays, while 84%will begin shopping on device and finish on another.

Since 2012, the time spent researching popular holiday shopping categories such as toys and home appliances has increased from 9.9 to 12 hours and 13 to 15.8 hours, respectively.

Before making a purchase in 2013, shoppers referenced 12 sources of information—up from just five in 2010

74% of shoppers said a simple, streamlined shopping cart that makes checkout fast and easy was very or extremely important.

48% of shoppers were always or frequently influenced by online ratings and reviews.

73% of on online shoppers consider free shipping as the #1 criterion for making a purchase. Another study shows that 49% have at some time abandoned their shopping cart due to shipping costs.

In the simplest terms, your customers choose to buy from you because of what makes you and/or your products different.

If they find no difference between you and your competition, they have no mechanism with which to make a purchase decision.

They have no trigger to buy.

Understanding that simple fact can bring time-saving focus to your AB testing program.

If you follow conventional testing wisdom, you will maintain an ongoing program of testing every element of your landing pages, email messages, product pages, etc., to find what improves conversion rates and what doesn’t.

CRO Testing

But the consequence of the ‘test everything’ approach is that, in doing so, you can spend a virtually endless amount of time testing virtually endless numbers of elements. Just think about some of the testing staples, like headlines, call-to-action buttons and trust elements. You could write and rewrite headlines all day, every day. The size, shape, color, copy and position of your CTA buttons each have near infinite options and combinations. And what affects trust? Again, there are near infinite possibilities, from the look and feel of your page to the number of reviews you have, and their wording.

There’s nothing wrong with ongoing testing. In fact, it’s recommended – at least until you reach 100% conversion rates, (if you do, please call us, we’d like to chat). But with a little more focus your testing will get better results than simply trying something new.

How Triggers Focus Your Testing

The headlines, CTA buttons and trust elements should all be triggers. They and the other elements of your page can trigger an action by giving the customer a ‘reason’ to do so; a reason that is usually connected to a basic need.

Here’s the shocker for your current testing program – and where you begin to get more focus. If you do not have a trigger, you will not convert anyone.

If your headlines, buttons, trust icons, free whitepapers, testimonials, etc., are not perceived (even unconsciously) by your customers as fulfilling a need, then those elements won’t help your conversion rates.

To help clarify how that works, here are a few basic triggers, or reasons, that will get your customers to convert:

- Health - Brand identification
- Safety - Fun or convenience
- Education/Learning - Faster/easier process
- Make or save money - Reduce fear
- Improve appearance - Prove they are right
- Lose weight - Belonging/acceptance
- Get status - Missing an opportunity
- Save time

Triggers are More Than Simple Benefits

Yes, benefits are most often good triggers. But triggers go beyond just outlining a straight-line benefit. Triggers can reinforce something the customer already believes. A trigger can simply be a color, a sound or a check mark. You can put triggers in your content to evoke positive feelings, like claiming that your service is ‘better than chocolate’.

As a simple example of using triggers to add focus to your testing, let’s look at the wording on a CTA button. We all know that the old “Submit” button generally doesn’t work nearly as well as one with benefit-driven copy, like “Get Your Free Whitepaper”.

But the reason that “Submit” doesn’t work is because it does not appeal to a strong customer need. Yes, they have a need to submit the information, but that’s not very powerful because they are usually hesitant to give away personal information. If someone clicks on a ‘Submit’ button, they are doing so because they found a strong trigger elsewhere on the page or in the buying process.

Conversely, “Get Your Free Whitepaper” works because it hits a number of powerful triggers, including saving money, learning and potentially one based on the content of the paper, like weight loss.

So instead of almost blindly trying different versions of elements, start thinking in terms of testing different triggers in each element.

Examples of Triggers

The best way to look at how focusing on triggers can help give your testing more direction is to look at real examples.


If you ever stopped using your Facebook account, you may have received an email from them encouraging you to sign in. As pointed out on, that message is full of triggers.

Triggers on Facebook

First, Facebook doesn’t just ask you to sign in, they give you a number of reasons, including that you have messages and friend requests waiting. Also, immediately above the ‘Sign In’ button, which is the main call-to-action and conversion goal of the message, Facebook asks you to sign in “and start connecting”. If you use social media, you probably have a need to connect.

Klout offers a way to measure your influence on social media. All of that influence is based on having something to say. Say nothing and you will have no influence. A constant supply of quality content is an excellent way to always have something to say. Klout knows that content and social media marketers are desperate for content that helps them say something worthwhile and thereby improve their social media influence.

When you visit, a place where you might expect to see lots of statistics, charts and graphs, (like at Klout’s competitor, Instead, you find a site bent on helping you find and share content.

Triggers on Klout

Here are a few of the triggers Klout uses, none of them directly related to reflecting or improving your influence.

  • Search Window – Instead of labelling their search window “Search”, they pose the question “What do you want to share today?”
  • Create’ Button – On the left-hand navbar. They use the word ‘Create’ for one of the options (and even have a pen on paper icon to go with it). When you click on ‘Create’, you are not lead to a place where you can create anything. Instead, it links to the page shown above, from which you can find and share other people’s content. Why use a ‘Create’ button that links to a page that’s really for sharing. Every content social media marketer wants to feel they are ‘creating’ content. And Klout has already pulled the ‘share’ trigger in the search field.
  • ‘Schedule’ Button – Again, with a single word, Klout touches on an important trigger for their customers. If you have content scheduled to be published, your content marketing and social media is in better shape than if you have nothing scheduled. But clicking on ‘Schedule’ doesn’t schedule anything. It merely shows the Klout-suggested content that you chose to share when you used the ‘Create’ button. Klout gets a little tricky here: ‘Create’, ‘Schedule’ and ‘Measure’ are listed together. But they use “Create’ and ‘Measure’ as verbs, and ‘Schedule’ as a noun.

Email Inbox

If you use email marketing you are aware of the importance of your subject lines and hopefully you test them. And you’ll know the effectiveness of benefit-driven headline. But, as mentioned, benefits are usually triggers. But not always. Take a look below at the subject lines from an inbox.

Triggers in email inbox

Here’s a list of subject line trigger passes and fails from the inbox above. And the reasons why:

  • PASS: IRNewsLink Daily – “Get Ready for 3.4 million new web shoppers”. Invesp helps optimize internet retail sites. This appeals to my need to learn more about what I write.
  • FAIL: Listly – “Spooky”. I’m all for cryptic clues, but not when trying to filter a crammed inbox.
  • PASS: Jess at Contently – “3 Awesome SEO Tricks for Content Marketers” – Everyone likes to learn about a ‘trick’ that presumably leads to better results; and these tricks are ‘awesome’.
  • FAIL: Wayfair – “Rug designs that stand the test of time”. Again, this might be a bit of a trigger, but not nearly enough to get me to open it. If I’m part of Wayfair’s target market, shoppers, I probably want things go out of style so I can do more shopping. And check the snippet from the email that follows the subject line – they missed a great opportunity to tell me about a real trigger: saving money.
  • PASS: Social Media Today – “How Do Your Customers Feel About Your Brand” – If you click on this one, you will learn more about your level of acceptance.
  • FAIL: – ‘’. Don’t waste people’s time.

At first, it may not be easy to turn your thinking toward using triggers in your testing criteria. Take it one step at a time. Look for the obvious. And, most of all, keep testing.

By Stephen Da Cambra on October 20, 2014 4:48 pm

How can your conversion optimization be in a rut? You have an ongoing AB testing program, you stay on top of your analytics’ conversion goals, bounce rates, traffic sources, etc., and you know which are your best performing digital marketing channels.

You’re set.

And there’s the rut.

You’re never set.

woman stuck in a rut of conversion rates

Everyone knows how fickle customers can be and how constantly digital marketing evolves. Yet we continue to pour more resources into finding set-play solutions to most of our digital marketing hurdles. While we are convinced of the efficacy of being constantly aware and reactive to many digital benchmarks, those to which we pay attention are overwhelmingly numbers-based.

Think about it, you probably know the number of visitors you get; you likely have a good idea of bounce rates and you certainly stay on top of how many conversions you get.

But did you know that over 20% of your keyword research is obsolete from the moment it’s completed?

How big of a rut are you in? Despite years of research, testing and analysis, average online conversion rates continue to languish in the low single digits for ecommerce and lead generation. Bricks and mortar retail conversion rates are 700% higher. While it’s not really fair to compare online and offline commerce, it gives you an idea of the depth of the rut.

And what do we do about it? We keep tracking and reacting to the numbers and we tend to ignore many many of the ‘softer’ digital marketing tactics to which we cannot easily apply a numeric value.

  • Persona Creation – If you don’t use personas, you may think they’re a waste of time; after all, who doesn’t know their target customers? If you use personas, you probably wonder how anyone can market or optimize conversions without them.Personas are fictional amalgams of your customers’ personalities, lifestyle and buying habits. Their purpose is to give you a clear idea to whom you speak when you create your marketing messages.You should use a number of different personas to represent different personality types. Many automated online marketing and sales packages include handy modules to create many personas and assign them to new contacts.

    personas graphic

    Whether you do it by hand or use a package, the problem is that personas, like your customers, are not static. And the longer they remain so, the further away they will get from being a true reflection of your current markets.

    World events, competing messages, the weather; anything that might affect walk-in customers’ buying habits, should be reflected in your online personas. And as all of those factors change almost daily, your personas should change almost as often

    Of course it’s impossible to adjust your personas so frequently, but the mere fact that you should underlines the folly of doing the opposite: never changing them. Start thinking about dynamic personas.

  • Email Database Optimization – ‘Whoa’, you say. Yes, you get the idea that optimizing your online marketing can’t be based on static data and numbers, but you have an active and aggressive program to make sure your email marketing database constantly grows. In other words, if there is anything that’s dynamic about your digital marketing, it’s your email list.But the rut is to think that dynamism is a one way street of list graphic

    ‘20% of the pea pods contain 80% of the peas’ – There’s perhaps no better example in digital marketing of the Pareto Principle than your email database. Statistics show that email open rates are 400% higher and click rates are 500% higher for initial emails versus subsequent messages.

    But, when it comes to email benchmarks, we are stuck in the numbers game of list size and we are afraid to reduce it. But if you want to instantly increase your open rates and click-through rates, start weeding out the 80% of addressees who rarely react to your messages.

    Start focusing your efforts on your new leads and customers. They are, overwhelmingly, the ones who listen and take action.

  • Keyword Research – Long ago, or at least in pre-google times, marketers used things like focus groups and consumer surveys to discover the thought processes their customers went through during the buying cycle. Those were the best tools available, but they are at once brilliant and flawed. Brilliant in that they put the focus on the customer and not the product. Flawed because of the intermediation of time between the completion of the research and the delivery of the messages it fostered.For the first time, keyword research gave us insights into the very moment that consumers seek out the information they need to make a purchase.That little gem of a trait quickly made keyword research a basic tactic in even the simplest of marketing programs.

    keyword research graphic

    If the overriding point of this post is that it’s a mistake to set and forget any part of your digital marketing, keyword research is the most salient example. From the very moment you finish your research, its effectiveness starts to deteriorate significantly.

    16% to 20% of the keywords your customers use in searches have never been used before. So even the most effective research today will uncover only 80% of the terms your potential customers will use tomorrow. And, presumably, those new terms will replace many of those that show well in your research resulting in a significant number of under-performing keywords almost from the time you spot them.

    And that process will further ravage your research as time goes on. Yet we continue to spend gobs of cash on one-time keyword searches.

The temptation to set-and-forget these digital marketing tactics is difficult to deny. Who can afford to develop dynamic personas, to keep email lists fresh and to weed-out under-performing keywords in favor of timely terms?

But can you afford not to do so?

Critical reviews of at least some of the promotional messages in your email inbox is like doing your conversion optimization homework. It exercises the lessons you learn from testing and experience. Someone could talk to you all day long about the benefits of matching subject lines to headlines, but until you experience a spectacular failure, or feel a bond to a well-matched message, you really don’t make an emotional connection with the lesson – and you don’t learn it as well.

email conversion tactics

Landing Pages & Email Messages: They are two separate channels with significant differences, from purpose to personalization. But what seems to be missing from the thinking of many email designers is that there are significant similarities too. In many cases, the only difference between the two is that emails are pushed and landing pages pull.

Even on a completely personalized cart abandonment re-targeting email, many of the best practices of conversion optimization for landing pages apply. From the aforementioned subject line/email headline match (ad copy headline/page headline match in landing pages), to having clear calls-to-action, a lot of what you know about landing page optimization doesn’t need to be reinvented for email optimization.

But you wouldn’t know it by looking in your Inbox. Here we go:

Social Media Today
I feel so bad. I really like SMT; I read lots of their content and have attended more than a few of their webinars andall have been good. That’s why the email message below is so surprising. It would be difficult to design and write a less inspiring email.

  • No Headline – OK, considering this email is written as a message more than in a landing page style, the fact that the first sentence reinforces the headline is good enough.
  • No Image – If the email asks the reader to ‘imagine…’; then imagine what an image would do for the look, feel and delivery of the message – and the email’s conversion rate.
  • No Link on the Logo – At first I thought it was me. Maybe the universally accepted best practice of making your logo clickable doesn’t translate to emails. Wrong. A flight through at least 10 other emails found that all have links on the logo. The best of them have links to a landing page that matches the email message.
  • Copy – Benefit-driven copy may not be ideal in every situation. But toss the customer a tidbit at least. Except for the word ‘free’ in the headline, the first sign of a benefit is in the last line of the first paragraph. Maybe. Other than that it’s all “Imagine…’ this and ‘Do you want to learn…” ….  zzzzzz.

Email message - Social Media Today

The Drake Hotel – Toronto
Spoiler Alert: If you don’t want to see where this critique is headed before we get there, don’t read the following statistic, as reported by

  • Percent of emails opened on mobile devices: 66

Background: Unlike it’s larger, more famous namesake in Chicago, Toronto’s Drake is a small, trendy boutique hotel located in the ‘coolest’ English-speaking neighborhood in the world, (according to Vogue anyway). Nuit Blanche is trendy, night-time arts festival held annually in a number of cities around the world, including Dallas, Minneapolis and San Antonio in the U.S..

With that prelude, you could imagine how it tickled my suburban heart to get an email from The Drake inviting me to their Nuit Blanche BBQ. Visions of chatting wittily about the latest Michael Gondry video, while sporting my pastel-colored jeans, danced in my head.

And you could imagine the equal and opposite confused disappointment when met with the following after opening the message on my phone.

Email message Drake Hotel

  • Headline Mismatch – The email subject line gives The Drake three chances to confirm at least one of its promises in the email headline. They miss them all. Indeed, the email’s headline ‘County Update’ is not only miles away from anything in the subject line, but also from anything I associate with the hyper-urban Drake. (It refers to the recent opening of their country counterpart).
  • Image Mismatch – Like the headline, that’s not The Drake I know.

Not only does The Drake completely miss the opportunity to confirm that I’m in the right place by reinforcing the subject line in the headline, but it’s like they go out of their way to make me wonder if I’m even in the right email. An email that promises to be about three urban events should not kick-off with a promotion for a new country inn.

Mirvish Productions
First, you’re not having calendar confusion. ‘Thanksgiving’ in the email below refers to the Canadian version, which is on October 13th this year.

Email message from Mirvish

Is this a near-perfect email message? It’s not the prettiest, but here’s evidence to support a ‘yes’ vote:

  • Headline – While the headline, ‘Flash Sale!’, does not match the subject line, ‘$1 Tickets for 24 Hours Only’, the sub-headline does and, considering the headline is displayed in a masthead format, it adds prominence to the sub-head.
  • Urgency – Being a holiday-based promotion, clearly you better order sooner than later.
  • User Experience – It is here that this email becomes exceptional. Having established that urgency is in order, the email gives you exactly what you want, “How to Order”. The perfection of the tactic lies in the fact that the sender wants precisely the same thing. And then the copy eliminates any uncertainty or concern with clear instructions for both online and offline ordering. Brilliant.
  • CTA Buttons – So how is it that an email that does so much so well has “Buy Tickets’ CTA buttons that are grey on grey? Hopefully the answer is that the designers tested and found this to be the best color combination. But, judging from the vast majority of test results on button color, that’s unlikely.

Bonus Points – The mobile version of the message manages to accomplish all the good stuff too. Yes, the ‘How to Order’ info isn’t visible, but the heading just above the fold tells the reader that it’s there.

mobile email message - mirvish

Want to learn more about how to get higher conversions from your email messages and/or landing pages? Ambush your inbox. It’s like homework, but a lot more fun.

The current stats indicate that 3 out of 4 consumers now notice retargeted Ads. Needless to say, businesses are quickly revising their opinion of Ad retargeting, with one in five marketers now having a dedicated budget for retargeting. In the following infographic, “Ad Retargeting in Numbers – Statistics and Trends”, we will be illustrating how Ad retargeting is affecting brand retention and purchase decisions.

Ad Retargeting in Numbers  - Statistics and Trends


Infographic by- Invesp

To Publish this Image on your Blog or Website . Copy this code

How Retargeted Ads Affect Purchase Decisions

Affect %age
User reminded to revisit retailer’s website 8.65%
User responded to special offer in the Ads 7.37%
User ignored the Ad 46.15%
User put off by the Ads 37.82%


Stats On Consumer Concern After Seeing Retargeted Ads

Some consumers show concern when Ads follow them after they visit the websites of certain retailers, while others don’t bother much.

Concern level %age
Very concerned 18.87%
Somewhat concerned 34.80%
Neither concerned, nor unconcerned 29.41%
Somewhat unconcerned 6.86%
Very unconcerned 10.05%


46% of search engine marketing professionals believe retargeting is the most underused online marketing technology.

The average click-through rate for display Ads is 0.07 percent, while the average click-through for retargeted Ads is about 0.7 percent.

Website visitors who are retargeted with display Ads are 70% more likely to convert on retailer’s website.

Main Objectives Of Retargeting

Objective %age
To acquire customers 56%
Build brand awareness 42%
To acquire competitor’s customers 11%


Retargeted customers are three times more likely to click on your Ad than people who haven’t interacted with your business before.

26% of customers will return to a site through retargeting.

56% of respondents to a survey listed FBX as one of the types of retargeting tactics that they use – up from 41% in the previous survey.

50% of marketers said their retargeting budget will increase in the next 6 months.

Main Types Of Retargeting

Retargeting type Total Agency Brand
Site 87.9% 87.4% 89.0%
Search 64.9% 68.8% 54.9%
Email 26.1% 22.5% 35.2%
Creative 29.8% 32.9% 22%
Other 3.1% 3.0% 3.3%
By Stephen Da Cambra on September 24, 2014 2:14 pm

Does anyone fully appreciate the critical importance of every element of their landing page strategy and design towards the overall success of their entire digital marketing campaign(s)?

It doesn’t seem so, judging by the majority of landing pages we come across.

Whether you’re trying to generate leads or make a sale, your landing page is the most crucial element of your entire digital campaign. It is the ultimate tipping point in a series of tipping points. It is where your visitor either becomes a lead or customer – or scampers away unconverted.

And that’s why landing pages are so important. If there is an issue with any one part of your landing page, it has the potential to negate your entire campaign: including PPC & SEO budgets, your content marketing, social media, web design, and so on.Landing Page Makeover Guide 01

The Landing Page Makeover Guide

Like any makeover, optimizing your landing page is not a one-time proposition. Makeovers don’t last and you must constantly review , measure, analyze and adjust each of the following areas, and others, to keep your landing pages, and digital marketing, in peak condition.

  1. Prepare for AB Testing: Want to make sure your landing page is perpetually optimized? Before you do anything, start planning your AB test program. If there is anything that we underestimate about landing pages, it is that they can always be improved; always ‘made over’. While you may not be able to layout the specifics of your testing program until the elements of the landing page are in place, developing a mindset of ongoing testing from the start will improve the chance that it becomes a fixture of your program, which is as it should be.
  2. Design for Personas: You need to know to whom you speak before you can convert anyone. Personas, or composite profiles of your typical target customers, are essential to determine the elements you need on your landing page, the content and configuration of each element and the overall design of your page.At a minimum, you should have at least one persona for each of the four main human personality temperaments: logical, caring, impulsive and aggressive. Even if your offer is aimed mainly at one personality type, each type is not absolute, and within each one are different aspects of the others.
    Landing Page Makeover Guide 02
    Not only should your persona profiles be as complete as possible, they should also constantly change and evolve, just like your customers do. Each personality type you target might react differently depending on variables like economic climate, the sales season, or their age.
  3. Have Multiple Pages: There are hundreds of millions of potential customers surfing the web right now. It is a grave mistake to think that one single landing page will appeal to them all. It’s a mistake not only because you risk missing a huge swathes of your market, but also because of how relatively easy it is to create multiple versions of each landing page.
  4. Create Context - If you change your landing pages as the seasons change, or by geographical region, or time of day, or according to any other pertinent variable, you can improve conversion rates by making them more relative to those variables than a static page.
  5. Measure Your Marketing - Similar to call-tracking with different telephone numbers, if you have different landing pages for different sources of traffic: for example one for PPC ads, one for organic results, one for each social media channel; you can make each one more pertinent to the source and measure the performance of each source.
  6. Reassure Your Customers: Regardless of which page your customers land on, it must quickly reassure them that they are in the right place. Make sure your headlines and/or visual cues match or reinforce the content of the social post or ad copy from whence the customer came.
    Landing Page Makeover Guide 04Landing Page Makeover Guide 06

    Benefit Driven Copy - Like form follows function, features follow benefits. Instead of writing: ‘our new red buttons make our landing page easier to use’, which puts the feature before the benefit, write something like ‘Easy to use landing page has all the answers you need.’
    Landing Page Makeover Guide 03
    Benefits give customers confidence that they have found something that solves their need/want.

  7. Be Graphic: The debate over the effectiveness of long copy versus short copy on landing pages will probably never end. But regardless of which one you choose, the graphics or images on your page are at least as important as the copy. But only if you make every one count:• Answer potential questions by showing benefits/features of your product or by demonstrating how it works
    • Show social proof with user generated images
    • Prove value with a chart
    Landing Page Makeover Guide 05

    High Quality - Regardless of how you choose to use visuals on your landing pages, make them of the highest quality possible. There’s no excuse for fuzzy images or poor video production.

  8. Cure the FUDs: Fears, uncertainties and doubts that is. No matter how savvy, every visitor has questions, needs guidance and/or requires assurances that yours is their best option.• Use credibility symbols, including industry associations, security precautions and/or awards to reinforce the integrity of your company and soundness of your offer
    • Keep data collection forms to minimum to reduce anxiety over information disclosure.
    • Clearly indicate ‘next steps’ to guide the visitor towards conversion
    • Highlight customer testimonials so visitors know they are not alone in accepting your offer.

    Ultimate cure for the FUDs: Landing page personalization.

  9. Go Beyond the Conversion – While this is not an element of an individual landing page, it helps to reinforce the decision the customer made to convert if you follow it up with a confirmation, thank you or additional offer.

We called this a Landing Page Makeover “Guide” for a reason. The points outlined are guidelines to makeover your page for higher conversion rates. It’s not a rule book. There are no rule books for conversion optimization. If rule books existed, all landing pages would be fully optimized.

Clearly they are not. And until you get 100% conversion rates, you can always improve your page.

It starts before they arrive and doesn’t end when they leave.

You may never know where the journey of discovery, engagement and conversion begins for your customer in relationship to your business and/or its products. It may start in a conversation overheard in an elevator, or with the glimpse of a package, or in some other unknowable way.

And while the starting point may be difficult to pinpoint, you should do everything you can to make sure the end point never arrives. It’s less expensive to re-engage repeat customers and they generate five times more revenue per visit than first timers.

Customer Journey Maps

Regardless of when it starts and finishes, the more of that journey you predict, measure and analyze, the more you will be able to improve your customer experience.

Customer journey maps focus on one or any combination of the overall journey, the path through your website, the process the customer follows on a landing page or any other single or series of interactions you have with your customers; online or off.

The milestones on the map are the touchpoints of customer interaction. A good journey map will include the following sorts of information at each point

  • The Stage of the Buying Cycle – Is the customer just becoming aware of your offer or is she about to buy?
  • The Activity at the Point of Interaction – Is she on an online forum or in the store?
  • Triggers & Drivers – Depending on the stage she is at, what are her motivations for being there? What needs or wants must she to fulfill at that particular point of the journey?
  • FUDs – Each touch point is like a crossroad. When the customer reaches it, she faces fears, uncertainties, doubts and questions about what is the next step and whether or not she should take it.

Below is a good example of a customer journey map, in this case for a home theater, from the Harvard Business Review.

Notice that it maps the journey past the point of purchase to include the ‘out-of-box-experience’ (OOBE), which increasingly gains acceptance as an important part of the overall customer experience.

Customer Journey Map 01

Some of the factors that go into your journey map making, like the customer’s activity at the point of interaction, are relatively easy to track. Perhaps they clicked on a PPC ad or responded to a Facebook promotion.

But it’s not nearly as easy to determine some of the other factors, especially the FUDs.

Unfortunately, those difficult to determine factors are at least as important to converting and keeping an online lead or customer, if not more so. The nature of the web, both in the virtually infinite options it offers to divert your customers’ attention and in the element of uncertainty that surrounds the exchange of information and the successful completion of a purchase, makes your web customers notoriously skittish. And it’s very difficult for you to know exactly what causes the skittishness at each point on your map.

One way to do so is with AB testing, which helps you find the option customers prefer. While AB tests are necessary for improving conversion rates, in terms of a journey map, you would need a fairly extensive testing program to cover all the points along the way. And, while that program might show you what works better to keep the customer on the path to conversion, it doesn’t tell you exactly why it works, or what FUD you solved.

Listening to Your Customers

The best way to know what issues and questions your customers face is to go straight to the source – the customers themselves. But, the traditional means of getting customer feedback, like questionnaires, don’t get their input at the moment that the issues arise, which means that input is tempered.

Fortunately or not, customers are online right now talking about their experiences with purchases and businesses. And many of them are doing so as they go through the same touch points you need to track on your journey map.

  1. Customer Reviews – Not only does the customer journey continue past the purchase, they also continue past the OOBE. Check out the review below from The customer actually likes the product, but gives it only three stars ‘because Amazon has a habit of dropping the price on things after you buy them’. Hey, Amazon, can you think of something to improve this customers experience?CJ02
  2. Unboxing Videos – Chronicling the aforementioned OOBE has fostered the popular Youtube meme of ‘unboxing’. How popular is it? Just enter ‘unboxing’ into your YouTube search window to find out. One recent video on the unboxing of an Apple iPhone 6 clone got almost 6 million views in a month.As ‘unboxing’ videographers try to outdo each other for more viewership, the usefulness of some videos is questionable. But once you learn to avoid the view-bait, the remaining videos offer some real nuggets of customer feedback, delivered unfiltered at the moment that issues arise.Check out this video from the popular eleventhgorgeous YouTube channel. There’s tons of the obvious feedback you’d expect in a comparison of packages from cosmetic subscription services Birchbox and Ipsy. But it’s the feedback you get from unexpected places that can be most valuable. At 1:36 of the video, one of the on-camera personalities talks about a shopper reward points system and, almost under her breath, mentions that she always forgets to use her points. A reminder to take advantage rewards points would probably improve that person’s customer experience.

  3. Social Media – Customer experience is affected by every element of your site and your customers perception of it. Check out this tweet about an image the customer saw on an Amazon product page. Can’t say I blame him.Customer Journey Map 03
    Customer Journey Map 04

Like every other aspect of your digital marketing, from persona development to conversion optimization, the more effort you put into your journey maps, the better they will be at guiding you to offering a better customer experience.

Conversion rates are five to ten times higher in bricks and mortar (B&M) stores than on ecommerce sites.

Why? What are the differences between a B&M store and an online store that would account for such a huge gap?

While the answers are many and varied, in both cases, customers’ in-store experiences are a major determinant of whether they convert. Did they easily find what they were looking for? Did they have a good impression of the store? Did they get through the checkout in a reasonable time?

Customer Experience 01

If ‘customer experience’ is paramount to conversions, then you need to look at what are the differences in the experience between a B&M and online store to find out why conversion rates are so much higher in one.

Again, there are lots of them, so let’s just look at some major ones.

  1. Customers are ‘captive’ in the B&M store. Online, they can bounce at any time with a single click. And it’s impossible to change that.
  2. The customer can ‘touch and feel’ the merchandise in a B&M, they can try it out, or try it on, or simply feel how heavy it is. These experiences are impossible online.
  3. B&M stores offer immediate, human, face-to-face purchase assistance, which is, once again, impossible online.

Blast. It looks like it’s impossible to replicate the experiences customers enjoy in-store versus online. So why bother to even try to improve online customer experience?

The Answers are Compelling

  • 83% of online shoppers need help to complete a purchase
  • 89% have stopped shopping online after experiencing poor customer service
  • 71% expect to get online help within 5 minutes
  • 200% more chance customers will share bad experiences versus good ones
  • 82% say quick issue resolution is a top element of customer experience
  • 66% mentioned ‘shipping costs’ as a reason for abandoning their online shopping cart
  • 71% are more likely to buy based on a social media referral
  • 41% of online sales are from repeat customers (who presumably had a good experience the first time)
  • 500% higher revenue per web site visit – repeat customers ($10.24) vs. new customers ($2.06)

Had Enough?

Just in case the answer is ‘no’, let’s look at it another way. Forget the numbers. Think about if you wanted to buy something; let’s say a new pair of shoes, and you went to a B&M shoe store get them. And let’s say you encountered the following:

  • All the shoes were displayed behind glass
  • You couldn’t hold them or try them on
  • You wanted to know if your size was available, but there was no sales help in the store. Or when you asked, the answer was ‘I don’t know.’
  • There was another very similar store right next door. It had all the same shoes, you could try on as many as you liked, and your personal sales assistant quickly answered all of your questions.

Which store would you buy from?

Thoughts for Improving Online Customer Experience

Sometimes things seem impossible because of the massive gap between where you are and where you want to be.

“How can I illuminate this huge sports stadium if all I know to do is light a candle.”

But if, instead of focusing on the seemingly impossible leap you must ultimately make, you focus on taking the first small step towards your goal, each step can make a big difference.

“Putting this aluminium pie plate behind the candle doesn’t help light the stadium, but I can do more work on the problem in a brighter room.”

Below are small steps that some sites are taking to begin to close the three major customer experience gaps between B&M and ecommerce stores that we listed above.

1. Hold Customers ‘Captive’

Who knows if you’ll ever be able to stop your customers from bouncing off your site.

But take a look at what you see when you land at

Customer Experience 02

The ‘fashion quiz’ alone is a great way to engage customers and hold their attention. But then ShoeDazzle gives the customer a near irresistible offer. The customer can have ‘stylists’ pick shoes for them, based on the customer’s feedback. Suddenly, thoughts of bouncing begin to fade. And then comes the “Shop your heart out!” call-to-action.

Oh yeah, there’s also a ‘75% Off’ offer.

Bounce? What’s that?

2. Temper the Inability to “Touch & Feel’

While the technology to do so may not be as far away as you think, it’s still not possible to hold an online product in your hands.

That’s not a problem for many of the purchases we make online, like books, music and travel. But for other items, like clothing, it can be a source of uncertainty for the consumer. What does the fabric feel like? How heavy is that sweater? And, most most importantly, what happens if I want to return the item?

Uncertainty is a bad experience for an online customer.

More and more ecommerce sites address that uncertainty by offering not just free shipping, but free returns. Now the customer can buy the product, check it out, and return it if it doesn’t work.

Uncertainty gone.

Customer Experience 03

Customer Experience 04

Customer Experience 05

3. Lend an Ear if You Can’t Be There

If 83% of online shoppers need help to complete a purchase, what do you think would improve their experience of your site?

Live chat.

Customer Experience 06

But don’t do it on the store’s schedule, like Foot Locker does:

Customer Experience 07

You need to be there whenever your customer needs help. 24/7, like Zappos:

Customer Experience 08

How can your ecommerce or lead generation site offer a better customer experience? Make that experience the highest priority of your site design and conversion optimization. Start with the examples of others, then take the lead.

When people talk about advertising, 9 out of 10 they’re probably referring to online advertising. Online advertising has proven to be extremely profitable both for small and large businesses. Reports indicate that around 95% of Google’s revenue comes from online advertising. That’s saying something! The average person is served over 1,700 banner ads per month but only half of them are ever viewed. However, businesses have sharpened their tools and are filtering the Ads that are not being viewed. Responses generated from non-viewable ads were filtered out and only the good stuff was retained. By doing so, businesses have managed to improve brand lift by 31%. To know more, check out the following infographic on “Effectiveness Of Online Advertising– Statistics And Trends”.

Effectiveness Of Online Advertising - Statistics and Trends


Infographic by- Invesp

To Publish this Image on your Blog or Website . Copy this code

Some Facts:

  • Only 8% of internet users account for 85% of clicks on display Ads.
  • Click rates for display Ad campaigns average only 0.1%, which means that only one in a thousand Ads in a campaign is clicked.
  • Overall average in-target rate is 44%, with significant variance seen across product categories
Category %age in-Target
Computer /Technology 64%
Telecom 60%
Travel 53%
Media/Entertainment 52%
Auto 50%
Finance 46%
Health/Wellness 42%
Retail 42%


Percentage In-target by Age and Gender

Male Female
Age %age Age %age
18-34 42% 18-34 35%
18-49 45% 18-49 43%
21-34 33% 25-49 37%
25-34 33% 25-54 36%
25-49 32% 35-64 31%
25-54 42%    


Overall Average In-view Rate Is 46%

Category Average In-view Rate
Travel 49%
Health/Wellness 48%
Computer/Technology 47%
CPG 47%
Media/Entertainment 46%
Retail 45%
Auto 40%
Finance 40%
Telecom 36%


  • On average, 4% of Ad impressions were delivered outside the intended geography.
  • 72% of campaigns had at least some impressions that were delivered adjacent to inappropriate content.
  • Non-human traffic, including fraud, ranged from 4 to 11%.

How People Respond To Online Ads

Response Type %age
By clicking on the Ad 31%
By searching for product, company or brand 27%
By typing company web address in their browser 21%
Researching more information about a product 9%


  • Over 70% of marketers fail to target consumers with behavioral data.
  • Nearly 60% of digital video advertisers lack tools and timely data to measure digital video campaigns.
  • Nearly 75% of respondents listed viewabilty and brand lift as the metrics that would most influence digital video advertising tactics
  • More than 80% still currently rely on impressions and clicks to measure digital video Ads
  • “Mid-roll” video ads placed in the middle of a video had the highest completion rate of 97%
  • “Pre-roll” Ads placed in the beginning and “post-roll”ads placed in the end yielded drastically smaller completion rates (74% and 45% respectively).

20-second Ads had the least completion rate of 60% in our data set, with 15-second and 30-second Ads completing at higher rates of 84% and 90% respectively.

DOWNLOAD FREE WHITE PAPER: Personas 101 - How to Target Your Ideal Customer