Conversion Rate Optimization Blog

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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.


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Join us for another information filled webinar!

For the majority of e-commerce stores, a product pages should convert the majority of its traffic through proper persuasion, anxiety alleviation, and better usability. However, product pages for many e-commerce websites suffer from a low Product Page Effectiveness Rate (PPER). In this webinar you will learn:

  • What is Product Page Effectiveness Rate (PPER)?
  • How can you improve your e-commerce product page effectiveness?
  • What are the bottle necks that are stopping visitors from clicking on the “add to cart” button?

We understand that your time is limited and that you have a million deadlines to meet. Our webinars are kept at 35 minutes, filled with case studies, analysis and marketing insights you can implement right away.

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No website is optimized that doesn’t relate to its customers.

Even the most secret space program intranet site, used only by the highest-functioning rocket scientists, must relate to that audience if it is to achieve its goal.

story book

Relating to Your Customers

So conversion optimization comes from making your website or landing page more relative to your customer.

But how do you do that? The good news is, merely by presenting your products, you relate to your customer. Presumably they’ve found their way to your site through an interest in what you sell. Unfortunately, that level of customer relation doesn’t ahead of your competition.

That’s where conversion rate optimization comes in. CRO helps you find ways to make your website more pertinent to visitors. Ways that your competition may have not yet discovered.

With market research, analytics and AB testing, among other tools, you’ll find out what your customers like, don’t like and, most importantly, what makes them click.

When you look at some of the standard optimization tactics that have become part of mainstream web design in the past few years (witness the near extinction of the woeful “Submit” button) , you see that they are all related to relating to your customer.

From making your landing page headline the same as your ad’s headline, to developing scannable content and clear calls-to-action, each one makes it easier for your customer to identify with your website and use it.

But new tactics that repeatedly prove their ability to increase conversion rates soon become commonly accepted and used. Again, customers find nothing different at your site and you are still no further ahead of your competition.

Customers Relate to a Story. Especially their own story. If you were able to tell each customer her story, one that touches on her particular needs, the emotions she experiences and presents the solution she seeks; you’ll hit a conversion home run. One that your competitors can’t match.

But that’s impossible – or at least too expensive.

If the ultimate way of engaging customers is out of reach, what’s the next best thing?

The Power of Storytelling

When you present your message, ideas and products in more universal stories, that individual customers can identify with, you will develop a good measure of the emotional and practical connection you would have if you told them their personal stories.

After changing the copy on an informational product’s landing page from listing benefits and reasons to buy, to a personal story, Chris Haddad increased conversions 400% for his product’s landing page. The informational product helped women find partners. When Haddad changed the copy to tell the story of how his girlfriend used  sales tactics to attract his interest and keep it, the page’s conversion rates quadrupled from 2% to 8%.

But finding a mate is already a very emotional pursuit and telling a story about it is relatively easy, at least compared to selling more tangible products. Most people don’t consider their smartphone to be a particularly emotional product.

Another hurdle in the way of storytelling is the logistics of telling the story. Can you really write a story for each product, service or idea you have?

No. And you don’t have to, at least not literally. And there are ways to use storytelling without actually telling a story.

Do You Have an Emotional Attachment to Your Mobile Device?

Few consumer product categories are as competitive as the wireless communications service provider market. Customers constantly clamour for more speed, at less cost, while suppliers are relentless in their pace of new product innovations and introductions.

Competitors, forced to trumpet discounts, limited-time offers and the latest gizmos, can’t afford to give up above-the-fold real estate to ‘tell a story’. Yet Verizon manages to set itself apart from its competition by telling a “story” that reveals our deep emotional connection to our mobile devices. And they do so without writing a word.

Check the images used on the image slider that’s front and centre on their homepage. Three of them tell a story of capturing happy moments, sharing and showing your children the world.



child with tablet

Storytelling Without Really Trying

Clearly storytelling works. And you don’t actually need to write a story to tell one. Now what if there was a way to get lots of stories, really good ones that your customers will like and connect with, without creating any copy or images yourself?

When customers tell you their story, it’s usually one that other customers will find appealing – and inspiring. When you convey that story on your web properties, it’s just as good, and in many ways better, than writing your own. 14% of consumers believe your story and 86% believe what they hear from other consumers.

And there’s a good chance that you’re already letting your customers do the storytelling.


One of the most famous testimonials ever became the basis of a long-term, multi-media ad campaign for Remington electric razors. “I liked it so much, I bought the company” claimed Victor Kiam, then owner of Remington, in a series of print, TV and radio commercials that appeared around the world. In eight words, he told a story that moved millions of products.

Testimonials instill trust and show social proof. And they usually cost nothing.

Vandelay Design compiled a list of 16 examples of “website testimonials done right”.


Customer Reviews

In addition to developing the confidence and trust of a testimonial, customer-authored reviews of your products or business give potential customers a valuable tool for making a purchase decision. makes an art of the customer review. The image below shows just some of the 2,054 customer reviews Amazon has published for the DVD of the film “Jack Ryan: Shadow Recruit”. In so doing, they not only let the customer tell the story of the product, but they simultaneously turn themselves into a rival for, and their customers into amateur movie critics, all without authoring a word or paying anyone else to do so.


Users’ Images

You need look no further than the runaway popularity of image-based social platforms like Pinterest and Instagram for evidence of your customers’ ability to generate massive amounts of visual content. And every picture tells a story, doesn’t it?

From athletic wear to cookbooks, many more products and services lend themselves to visual storytelling than you might think.

GlamGlow makes mud beautiful, or at least eye-catching, by encouraging customers to become “glamaholics” and submit selfies of themselves using GlamGlow’s cosmetic mud applications.

cosmetics homepage

SEO Bonus: Not only does customer-generated content help you tell your story without really trying, but it helps you boost your SEO without hiring a whiz kid. Check the “testimonial” image above. It cleverly uses the keywords “affiliate programs” and “WP themes”.

So it’s up to you. You can do the heavy lifting of storytelling yourself, or reduce your burden, and get better results, by letting your customers tell your story for you – by telling theirs.

Many companies don’t realize the importance of continuously evaluating the website from the visitor’s perspective. The catch is that it’s never “one type of visitor.” Considering where and how customers will pick up “scent” (the trail for conversion) varies from one market segment, buying stage, and persona to the next. Last week, Khalid and I presented our webinar on the topic of buyer momentum and scent, which if addressed on a website can produce optimal results and raise conversion rates tremendously. The webinar was centered around a case study of a test we conducted for one of our clients which resulted in a 50% increase in their conversion rates. We delved into the “how” and the “why” our client saw such a significant increase. Download the slides from our webinar: Improving Website Navigation.

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Did you know that it costs five times as much to attract a new customer, than to keep an existing one? The first rule of any business is to retain customers and build a loyal relationship with them, and thereby avoid customer acquisition costs. It’s a well-established fact that 44% of companies have a greater focus on customer acquisition vs. 18% that focus on retention. Also, it’s true that only 40% of companies and 30% of agencies have an equal focus on acquisition and retention.

Check out our infographic, ‘Customer Acquisition Vs. Retention Costs – Statistics And Trends’ for more such interesting and relevant facts.

Customer Acquisition Vs.Retention Costs  Statistics and Trends


Infographic by- Invesp conversion rate optimization company

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Channels That Are Used The Most For Customer Acquisition

Channel %age
Websites 89%
E-mails 81%
Social media sites 72%
Direct mail 66%
Web banners 60%
Mobile devices 34%
Aggregator websites 32%
Price comparison websites 18%


While more than 89% of companies see customer experience as a key factor in driving customer loyalty and retention, 76% of companies see CLV as an important concept for their organization

Only 42% of companies are able to measure Customer Lifetime Value (CLV) accurately.

The probability of selling to an existing customer is 60 – 70%, while the probability of selling to a new prospect is 5-20%.

Existing customers are 50% more likely to try new products and spend 31% more, when compared to new customers.

How Marketers Are Using Online Channels For Retention Or Acquisition

Online Marketing Channel Retention Acquisition Both Equally
Paid search 86% 2% 13%
Online display advertising 85% 4% 11%
SEO (natural search) 66% 6% 28%
Web retargeting 61% 22% 18%
Mobile web 52% 18% 30%
Mobile and web push notification 34% 39% 27%
Social media marketing 31% 28% 41%
Mobile apps 30% 44% 26%
Website 29% 16% 55%
Mobile messaging 23% 58% 19%
Email 21% 52% 27%


Most Effective Digital Marketing Tactics For Customer Retention

Channel %age
Email marketing 56%
Social media marketing 37%
Content marketing 32%
Referral marketing 26%
Search engine optimization 13%
Display advertising 12%
Mobile advertising 8%
Digital video advertising 7%
Affiliate marketing 6%
Paid search 4%


Increasing customer retention rates by 5% increases profits by 25% to 95%

More than two-thirds (70%) of respondents agreed that it’s cheaper to retain than acquire a customer.

By khalid on February 17, 2015 7:47 am
Posted in (Business)


My previous post was about creating successful online strategy for business this year. While 2015 comes with great promises, there are few challenges that online business owners must keep in mind and be ready to deal with.

1. Google Algorithm Update

Love it or hate it, Google continues to dominate the search industry. 50% of online searches are done on Google. For the online business, this means that Google is a force that one can hardly ignore. This would be a non issue because we can all learn the ins and outs of Google requirements; except for the fact that the guys at Google seems to continue changing their mind about the best way to select the top results for searchers. This means, what you can be doing this year may be detrimental for your success next year. Now the folks at Google will tell you: they are always trying to improve the experience of the users using their service. However, for the online business, this means that changes to the algorithm can result in your website dropping in ranking as Google rolls out new algorithm updates. Even worse, Google might decide to remove your website from their search results completely by placing some sort of penalty on your website. And still worse of all, Google might and could possible punish you retroactively for doing things in the past that were completely acceptable when you did them. A perfect example of this is how Google decided to deal with guest posts earlier in 2014. Guest posting was more than okay in previous years and a good practice to receive quality link backs at your website. For many reasons, Google decided that guest posts no longer provided a good quality signal. As a result, many websites that relied on guest posting in the past were punished. Some websites were punished for publishing good quality posts on good quality websites. Getting into a philosophical discussion on the merits of Google actions, the fact that dominates the search market and the fact that it can change the rules of the game at any point in time represents a huge risk to many online businesses.

You must examine your search engine optimization effort and your content creation strategy and assess whether companies in the marketplace could possibly be abusing some of the tactics that you’re using. As you see widespread abuse of a particular content strategy, you can definitely expect that Google at some point well punish most everybody who is using that particular strategy. The best way to counter any impact on your business is to diligently follow latest updates from Google and ensure that your strategy is inline with their new algorithms and requirements.

2. Monetizing Social Media and its ROI

No two people disagree. Social media is here to stay. However, the ability to monetize your social media effort remains a real challenge. Many online and marketing experts agree that monetizing social media is not so easy. Social media strategy is beyond publishing good content on social media websites. Your social media strategy must be very focused on your target market. Here is a small example about some of the complexities you may face with Facebook advertising.

There is ROI in everything that people pay attention to, but if you don’t know how to use it, you loose!

Our strategy for you: Don’t try to do a million things at once. Focus on one social media strategy if you have deemed it to be the “right channel” for your customers. Once you’ve mastered it and successfully monetized that method, expand your social media marketing effort.

3. Creating a Full Mobile Strategy

Our inforgraph on mobile statistics trends is eye opening. Mobile devices accounted for 19% of all online retail sales in 2014. This figure is expected to grow to 27% by 2018. Conversion data however reflects that many online retailers are not paying close attention to their customer mobile shopping experience online. Responsive design is ONLY the first step towards going mobile. Website owners must pay close attention to the customer experience whether they are shopping on desktops or on mobile devices. 32% of online shoppers changed their mind about buying item after visiting a retailer website.

Our strategy for you: Analyze your data to assess how many of your customers are using mobile devices to visit your website. If that percentage is more than 10%, start by creating a mobile website for mobile visitors. If that percentage is higher than 30%, you need to start creating a testing strategy to conduct AB testing for your mobile experience.

4. Creating Customer Loyalty Programs

Capturing new customers is more costly compared to existing ones. However, online shoppers tend to be less loyal compared to offline ones. Marketing initiatives by competitors, large discounts, bad customer experiences, etc.; all contribute to easily losing online customers. Most marketing programs focus on getting new business. However, while new business is important, smart retailers should pay close attention to loyalty programs that keep their existing customers. Good suggestions to implement in 2015:

  • Special and gradual discounts to existing customer base based on volume of purchases
  • Partnering with non-competing retailers to provide additional benefits to customers
  • VIP programs

A great example of “loyalty” programs is the Amazon Prime program. Amazon charges me $99/year for their Amazon Prime program. I have been a member of this program for few years which allows me to receive two day free shipping. Not only does Amazon get me to pay $99 to join the program, but I make most of my purchases from there. Last year alone, I spent close to $20,000 with the retailer.

5. Creating Big Data Strategy

Analytics provides online businesses with a wealth of knowledge about their visitors. In 2015, online retailers need to track customers across multiple devices, predict consumer behavior based on past interactions, and thus provide shoppers with a more personalized shopping experience. Big data can help business sell more and sell better. The term big data scares many smaller companies that think big data is only available to large corporations. Kevin Kelleher points out:

“Companies ranging from established giants such as IBM, SAS, and Microsoft to startups such as Tranzlogic and Kaggle offer affordable, cloud-based data-crunching services-which can help you get non-digitized data into data-crunchable form-and today virtually anyone can get his or her hands dirty in the great Big Data mud pile.”

I realize that the phrase big data comes in mind with big budget. But you are most likely already using Google analytics; which started a while back to provide a great wealth of enterprise level information at no cost. Another option you should consider in 2015 is Canopy Labs Their 360-degree Customer View shows you comprehensive data about each individual customer. This can be a great asset to you company.

6. Dealing with Language Barriers to Support Global Expansion

If you are thinking of expanding globally, 2015 is the year to do it! However international expansion comes with it’s unique set of challenges. At its outset, there is the language barrier as you try to penetrate new markets. Even if you are going to keep your website in English and not translate its offering into other languages, some countries explicitly require some of your online documents be available in their local language. Of course a better online experience will be to have everything translated into the local language of the market you are targeting. In my experience, the issue of language is not typically a technical challenge as much as it is a resource challenge. There are several companies that offer website translation services but finding the right company for your business is not easy. Here are a couple of good recommendations to keep in mind:

  1. Never lock yourself into long term contracts until you try the company for at least 30 days
  2. Set expectations of timeline quality with the service provider
  3. Ask a local native to check the quality of the transaction

7. Hiring the Right Staff

Finding the right staff will continue to be one of the biggest challenges companies face, whenever and however. We typically recommend that companies start looking to grow their internal staff before looking to hire from outside. Of course that means you must focus on staff development and training. Before you hire for the job, make sure that you have a clear job description outlined. There are many times when you are comfortable with a job candidate and their resume looks great however, their on the job performance leaves much to be desired. For that reason, make sure that you take your time interviewing candidates and get them started with you on a three months trial period before committing to them.

By Ayat Shukairy on February 16, 2015 10:20 am

In every conference I speak at, I am usually approached by different individuals who started to offer conversion optimization services but are struggling to get new clients. They are finding difficult to land new business and to sign up new clients. The following are some steps I recommend reading carefully and implementing to help anyone in the CRO field to promote their services.

Conversion Optimization Services

1. Optimize Your Offer

If you are trying to do too many things for too many people, you will most like fail. I mentioned in a previous post, how we tried to offer large number of online marketing services when we first started. However, we find a more effective approach was to become “specialized,” and experts at a small set of services. The more specialized you are, the more value your potential customers will put on your services. The smaller your operation is, the more important this becomes. Most clients will not trust a person who offers PPC, SEO, CRO and design services. Each of these fields is complex and requires a huge time investment in it before one can become an expert.

2. Know Your Audience

Who doesn’t know their audience? It’s actually pretty common that companies cast a wide net to who their actual target market is (any large company, or any company in the midwest). But the more specific you can become, the more successful your targeting will be. Which audience are you targeting? Are you going after small, mid or large size companies?What are some common characteristics that your target customers share? Even when we talk of small business, what revenue your potential customer should be making? A company that is generating 100k in annual revenue is vastly different from a company that is generating 5 million dollars in annual revenue, although both of them are considered small businesses. Determining your audience helps decide on the best channels to reach them. You also should decide who the right target person to sell to within a particular company. Who is the person you will be selling to? are you selling to the business owner, CEO, CMO, CTO?

3. Iron-Clad Methodology

Without having a methodology for your conversion optimization work, or any marketing initiative for that matter, you will be randomly guessing what to optimize. There are plenty of CRO frameworks available at this point: our Conversion Framework, the LIFT model from Wider funnel, Marketing experiments methodology, and Bryan Eisenberg’s method of CRO. In all honesty, they are all very close to each other. Choose one that you are comfortable with and use it when you re selling to customers and when you are conducting CRO work.

4. Social Proof

Listing the clients you have done work for in the past is a great way to increase potential customer trust in your service. If you are just starting out, your list of clients will be small. But as you grow your service offering, make sure to show your client list very clearly on your website. When we first started Invesp, we had a very small client list so we decided to offer a small number of large companies our services at a discounted rate. We were very clear with them. Our goal was to increase the number of clients on our website. Neil Patel did this also in the past and had great success with it.

5. Help your Customers Relate

Demonstrating the results you can achieve for your clients is a great way to sell to your customers. If I want to show what I can potentially do with a customer, the most successful way is to show it through a success story or case study. A well presented conversion optimization case study can do wonders in convincing someone to hire you. A good case study will provide the reader with: background information on the client, the problem you were trying to solve, your approach to solving the problem and the results you achieved.

6. More Social Proof Tactics

Case studies are great, but client testimonials are even better (and combining the two is a gold mine!). Written testimonials can convince a potential client that you are the right person for them.

7. Putting a face and voice to social proof

You want to supercharge your client testimonials? Go for video testimonials. When we first sign a client, we tell them that if we achieve the results we are promising you, we will ask you for a video testimonial on our CRO work. Many clients agree and the result is that we have a great video library that shows our clients talking about our services. If you are going to use video testimonials, don’t go cheap. It is worth hiring a professional video grapher to record and edit the video for you.

8. How to become an “expert”

Usually, an expert on the topic is someone who is an authority through their experience and production. Writing a book will certainly give you that authority. A book will set you from the rest of the competition. You do not have to start with printed book, you can choose to write an e-book to get started. However, you must invest time and effort in writing, editing and designing your book. The more case studies you include in the book, the more value you will provide to you readers.

9. Content is Gold

I cannot emphasize enough the importance of blogging regularly. It helps you demonstrate your skills, slowly convincing people of your authority on the topic and eventually getting clients from you blog. When we first started the Invesp blog, we had less than 100 subscribers. At this point, our email list has about 25,000 people in it.

10.  Distributing your Golden Content

Create a list of blogs and reach out to them pitching them ideas for guest posts. But please do this the right way. The goal from guest blogging is not to get a link back to you website. The goal is to reach new audiences. So, make sure that your guest posts provide great value to the reader and that they demonstrate your expertise in the field.

11. Casting a wider net

If you have your target market clearly identified, then choose a magazine which your potential clients read and get an article published there. Keep in mind that magazines require a lead time anywhere from 3 to 6 months. A well thought article establishes your authority in the field.

12. Connect, Learn, and Grow

I divide conferences into two categories: marketing conferences and non-marketing conferences. Our goal for attending marketing conferences is to connect with others in the field, learn from their experiences, and grow as a result. Some of the best marketing conferences are SMX, PubCon, ClickZ, ad Tech, e-marketing association, and Adtech. The audience in these conferences varies tremendously. So, research them carefully before making a decision. Non-marketing conferences are a great way to get the conversation started with potential clients. To decide on which of these you should attend, look back at your target market and determine which conferences they attend. Don’t think that every person who attends these conferences is a potential client. That makes you look too desperate. Conferences are about establishing human connections.

13. More on becoming an “authority”

Speaking at conferences will increase your exposure and establish you as an authority in the field. Make sure to choose the right conference to pitch to. Your speaking proposal should focus on what the audience will learn by listening to you speak. Make sure that you carefully study the topics listed in the conference and that your speaking proposal fits with what the conference organizers are looking for.

14. Flaunt it!

Make sure that your website displays clearly different media outlets you have featured at and the conferences you have spoken at. These pieces are great to share with you email list as well.

More Authority and Lead Generating Tactics:

15. Webinars

Regular conversion optimizations webinars that cover specific topics in our industry have three main benefits:

1. Help keep the connection with potential clients,

2. Generate a great number of leads that are interested in your service

3. Continue to establish yourself as an authority. Marketing experiments monthly webinar is a great example of a company that used the webinar strategy effectively. Your webinars should be done about 4-6 weeks intervals. Make sure to pay close attention to technical details such as sound quality.

16. Podcast

A growing industry, podcasts have recently gained popularity with series such as Serial and Start-Up. However, if you choose to podcast, look for a new angle. The goal is not to put on another show that will be lost amongst the other hundred podcasts out there. What would keep someone listening to a 30 minutes podcast? Even better, what would make the person subscribe to the podcast and tell his friends and co-workers about it?

17. Local Training

If you re targeting local business, then offering them straining establishes you as an expert in the field. You should invest a lot of time preparing your training material. Don’t shy away from sharing your knowledge.

18. Emails

Regular emails that share information with your audience are a great way to keep you connected with them. Most companies take sometime before deciding to hire a conversion optimization company. By sending them regular email that provides new insights on the CRO industry, you will continue to be a “familiar” name when decision time nears.


19. PPC Ads

Some companies have great success with this. Instead of hunting for business, the potential client is giving you his contact information and telling you that they are interested in your service. Remember that not every person who contacts you via a PPC ad is in the purchase stage. Some are still gathering information. Others might comparing potential service providers. Since PPC can be costly, make sure that you track your budget very carefully.

20. Facebook Ads

Facebook ads can very tricky. They are also very different from PPC ads. PPC offers you a way to connect with people who started buying cycle. Facebook on the other hand is more for establishing social connections. It is not a medium that supports direct selling in the B2B realm.

Social Media Tactics

21. Twitter

Similar to Facebook, Twitter is a great way to connect socially with potential clients. Again, do not try to sell customers using it. Instead, take the time to invest in the relationship and sales will eventually follow. Make sure to follow industry leaders as well as potential clients. Engage them in conversation.

22. Linkedin

Linkedin is a must have for anyone offering services to other business. LinkedIn formula is simple: 1. Identify potential clients, 2. connect with them first, 3. offer them value, and 4. move the relationship to the physical connection when it is the right time to do so.



By Ayat Shukairy on February 11, 2015 7:00 am
Posted in (Business)

Join us for a 35-minute webinars that will examine a recent case study where we helped a client redesign site navigation to help visitors successfully locate the products they are looking for. The test was designed to increase conversions, as well as of course, overall customer satisfaction with regard to navigation and site experience.

Thursday, February 19, 2015 – 12:00 pm to 12:35 pm PST


Video-based content is easier to grasp, and provides entertainment apart from product education. No wonder more and more businesses are leveraging video-based advertisements on channels such as YouTube.  74% of all internet traffic in 2017 will be video-based? 52% of marketing professionals worldwide name video as the type of content with the best ROI.

Check out our infographic, ‘The State Of Online Video Advertising – Statistics And Trends’ for an in-depth look at digital ad spends, digital ad channels and their popularity and several other relevant facts.


online video advertising Statistics and Trends


Infographic by- Invesp conversion optimization

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74% of all internet traffic in 2017 will be video whereas 52% of marketing professionals worldwide name video as the type of content with the best ROI

Estimated US Digital Video Ad Spending In 2014-2018 (in Billions)

Year Estimated Ad Spending
2014 $5.96
2015 $7.77
2016 $9.59
2017 $11.25
2018 $12.82


YouTube Owns Nearly 20% Share of US Digital Video Ads.

US programmatic video ads will grab 40.0% of digital video ad spending in 2016.

Estimated US Programmatic Digital Video Ad Spending (2014-2016)

Year USD (in Billions)
2014 $0.71
2015 $2.18
2016 $3.84


Video ads have an average click-through rate (CTR) of 1.84%, the highest click-through rate of all digital ad formats.

Completion Rate Of Non Skip-able Vs. Skip-able Video Ad

Video ad Non Skip-able Skip-able
Less than 15 seconds 92% 9%
16-30 seconds 94% 12%
More than 30 seconds 96% 14%


Click Through Rate Of Non Skip-ableVs. Skip-able Video Ad

Video Ad Non Skip-able Skip-able
Less than 15 seconds 2.2% 1.4%
16-30 seconds 2.5% 1.8%
More than 30 seconds 1.3% 0.8%


75% of advertisers stated that online video ads were equally or more effective than traditional television ads.

Online video ads have a higher impact in Key Measurement Categories:

  • Message recall (40% online vs. 20% TV)
  • brand recall (50% online vs. 27% TV)
  • ad likeability (28% online vs. 17% TV)

56% of survey participants are likely to skip online video ads, while 46% said a video ad should be no more than 15 seconds in length

Optimal Length Of Video Ad

Length %age
1-15 seconds 46%
16-30 seconds 35%
31 seconds to 1 minute 13%
More than 1 minute 6%


Top U.S. Online Video Ad Properties Ranked by Percent Reach of U.S. Population (November 2014)

Video Property % Reach Total Us Population
AOL Inc 54.7%
Brightroll Platform 54.5%
Liverail 54.2%
SpotXchange 53.8%
Specific Media 51.4%
Q1 Media 47.6%
TubeMogul 46.1%
Tremor Video 40.5%
YuMe 37.2%
Google Sites 33.6%



By Stephen Da Cambra on February 5, 2015 5:52 pm

The thought of working backwards is counter-intuitive to most humans.

From birth, everything we learn and every example we are given about how to get from point A to point B, whether it be on an actual journey, or eating dinner, or building a house; tells us to start at the beginning, follow the right path and get to the end.

backwards key

But that “straight line” approach to completing a task only works if we understand where we want to go: our goal.

Without knowing specifically where we want to be after completing a task, we will not likely use the best route to the get there and we’ll waste time and energy in search of it.

And, not knowing exactly what is the goal we seek, more than once we’ll think we’ve arrived when really we haven’t.

As an example, let’s look a travelling to a known place versus a vague location. If you wanted to go to New York City, you would go to the airport, or the train station, or get into your car, and then travel to NYC. The landmarks and people will confirm that you’ve reached your goal.

If, conversely, you wanted to picnic at an oasis in the middle of the Sahara Desert, you couldn’t use the same approach. The Sahara is a vast expanse and you’re not sure where to find an oasis. Even if you knew, what would be the best way to get there?

To answer all the questions, you’d need to determine exactly where you want to have your picnic. Then you would need to look for the airport or harbor nearest to that location. Then you’d need to find an airline or ship that could get you to the port in a reasonable fashion and at a good price, and then get yourself to the point of embarkation.

So you need to know exactly where you’re going – your goals – if you’re to have a good idea of where to begin and to know the best way to get there.

In other words, when the goal isn’t a known entity, like New York City or a finished bungalow, you need to start by defining the end of your task, your goal, and work backwards from there.

So how do you design your landing pages?

You don’t have to admit it, but most of us take the straight line, beginning to end approach to landing page design. We start with the graphic approach, and maybe add a catchy headline and content. Then we’ll bring in other elements like trust factors, testimonials and calls-to-action. After that, we’ll launch the page and begin testing the different elements to try to improve conversion rates.

Guess what? It works. Especially in the case of a product page, where the conversion goal is to get the visitor to “Buy Now”, you will very likely generate a decent conversion rate.

But What’s a Decent Conversion Rate?

There’s no better indication that we take the wrong approach to landing page design than the paltry conversion rates we consider acceptable.



Clearly, the destination we accept is not where we truly want to be.

If you design your landing pages from the headline to the CTA button, you’ll go where you’ve gone since you started optimizing. A vast conversion desert called 2.5%.

You really want a higher conversion rate. That’s your true goal, not a click on a CTA button, and that is where your landing page design must start.

Working Backwards Means Starting at the End

Starting with a conversion rate as the goal of your landing page design, it becomes the cornerstone on which you make every other design decision. But, unlike architectural cornerstones, you work backwards from your target conversion rate, your end goal, to set the entire structure, layout and content of your page. And, by extension, your adwords campaigns, SEO and any other digital marketing relating to the goal would follow your landing page design.

Think deeply about the goal. Start asking yourself as many questions as possible. The answers will help you design a landing page that is focused on a very specific goal.

  • What information does the customer need to click on the CTA button?
  • Do you need to show product details?
  • Are customers looking for support?
  • Is the customer logical or emotional?
  • What customer pain points does the product solve?

Be Realistic

Bricks and mortar conversion rates are generally about 1,000% higher than online rates. If you decide you want to suddenly match offline rates with your online conversions, you’ll set yourself up to fail.

It’s not that it can’t be achieved, lots of online conversion rates are well into the double digits. But if you try to make the leap from 2.5% to 25%, the probability is very high that you’ll fall way short.

Realistic conversion rate goals should be more in line with your overall sales goals. If the plan is to increase sales by 10% this year, then set a target of an increase of 10% in your conversion rate. If your current rate is 2.5%, that means your conversion rate goal should be 2.75%.

And don’t forget, there are more ways to increase sales than increasing conversion rates. Online or off, conversion rates can plateau regardless of what you do. If not, we’d all have 100% conversions.

If a conversion rate does not work as a goal, think about designing your landing page around increasing average sales or encouraging repeat business.

Whatever the case, make sure you have the right goal in mind before you begin to design your landing page to reach it.

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