"We want to identify the shortcomings that are causing blockers in a user’s path:

• Is the content actually relevant to the user? 
• There could be a lack of confidence and you need a way to build credibility and brand cohesion for the landing page.
• Is your user not reaching the call to action? Tweak the design elements to draw more focus to a particular section or revisit content hierarchy.

If you feel there is still a disconnect in communication of your users’ goals, consider the possibility of using in-person usability testing prior to launching a campaign.  There’s multiple directions your designer can take, but it all starts out with understanding your users."

Optimizing for higher B2B website conversion rates doesn't have to be complicated. This infographic has 16 simple ways to make sure your B2B website helps visitors become buyers.

A good marketer is aware of the need for a clear value proposition. However, the value proposition must continue at the process level where you ask for a response from your customer.

Whether or not it’s doing its job of transforming more strangers into loyal customers. It’s not always easy to tell, though. It’s tough to know whether or not that’s actually happening.

Heatmaps, scrollmaps, and clickmaps can help. Using them together can tell you exactly what people are doing on your website. So you can see – plain as day – if your landing page is pulling its own weight (or not).

They’ll tell you where people are looking. Whether they’re reading or not. And how interested they potentially are in what you have to offer.

Learn how to get more conversions and revenues from any marketing campaign with exclusive tips and insights. It's FREE

1. Emphasize it’s about finding answers together
2. It’s not more work
3. It reduces your risk
4. Emphasize tangible outcomes, not optimization itself
5. The greatest innovators follow this process
6. Start with the people that need the least convincing and make them your pilot program
7. Get a sponsor from the top

1. Slow load time

2. Wrong color scheme

3. Confusing navigation

4. Cluttered design

5. Crappy imagery

6. Excessive options

7. Missing or hard to find contact info

8. Spelling/grammatical errors

9. Stale content

10. Crazy salesy copy

11. No social proof

12. No trust elements

13. Annoying sign-ups

14. An arduous checkout process

15. No A/B testing

Marketing campaign optimization best practices

1. Put strategy first.

2. Incorporate metrics from the start.

3. Use the strengths of different platforms.

4. Personalize.

5. Always be testing.

1. Testing Without Purpose

2. Failing to Make Big Changes

3. Not Differentiating Between New and Repeat Visitors

4. Using the Wrong Tool

5. Not Testing for a Long Enough Period of Time

6. Assuming You Know What People Want

Testing Email Body Content

Testing Email Sending Cadence

Testing Product vs Company Name

Testing Preheader Glyphs

Testing Deadline Text

Testing Send Time

Multichannel campaign optimization using combinatorial multi-armed bandit experimentation is a powerful, though nascent, alternative to traditional campaign attribution approaches for maximizing marketing ROI. Although performing true multichannel optimization requires significant investment and maturity in data, marketing automation technology and organizational alignment, it’s possible to get started in a more limited fashion by taking an optimization-driven approach in existing channels, and growing from there.

Fortunately there are a few companies which are starting to offer solutions for optimization-driven marketing and can start to help you down this path:

• Amplero Digital campaign intelligence & optimization platform based on predictive analytics & machine learning.
• Optimove Multichannel campaign automation solution, combining predictive modeling, hypertargeting and optimization
• Kahuna Mobile-focused marketing automation & optimization solution
• IgnitionOne Digital marketing platform featuring score-based message optimization; ability to activate across multiple channels
• BrightFunnel Marketing analytics platform focusing on attribution modeling
• ConversionLogic Cross-channel marketing attribution analytics platform, using a proprietary ML-based approach

The lowest hanging fruit when it comes to conversion rate optimization (CRO) is to reduce the file size (memory) of your images.
It doesn’t require A/B testing, and you don’t need a statistics or scientific background. For these reasons, image optimization is a go-to conversion rate optimization practice that all companies should employ as soon as possible.
The actual work of reducing the size of your images is relatively easy. So it’s a great task for interns or entry-level employees.
This guide is quite lengthy. Also, it is intended to remain timeless. We will continually update this guide throughout the years to make sure the information stays fresh and relevant.

• A/B tests are not about guesswork. Don’t start without knowing what you want to test, how this change should modify user behavior, why users should react to it positively and what results you expect to get.
• Base your hypotheses on data. Here’s our toolkit for experiments, from the top the funnel to the bottom:

1. AdWords to analyze clicks and spends
2. Inspectlet to monitor user’s actions on a landing page
3. BigQuery+Tableau for tracking what happens after the user clicks the “Try It” button (registrations, pages viewed in SEMrush reports, payments, refunds, etc.).

• Remember the importance of statistical confidence. Use tools like Convert, Optimizely, VWO or others to determine when the data you’ve gathered is enough to evaluate the results.
• Question “universal truths.” 
• Silver bullets are hard to find. 

Babak Pahlavan, Senior Director of Measurement and Analytics of Google announced Google Optimize during the SMX keynote. This free version of Google’s Optimize 360 will come in October this year and will roll out globally before the end of the year.


Pahlavan shared that this free web and mobile-web testing and personalization tool helps businesses improve their customer experiences and business metrics is connected to Google Analytics and all it’s audience segments as well with the new session quality score.

The 4 W’s strategy brings us back to what matters, allows us to build a solid strategy and prevents us to skip steps in the process.

Who?
Which of your buyer’s persona are you targeting? What are their needs and expectations? Do they have specific behaviors or habits when it comes to forms?

What?
Does your value proposition meet your visitor segment needs? What are you giving in exchange of your visitors’ information?

Where?
Where will your form be? At the bottom of the page, above the fold, in a sticky bar, a pop-in, …?

When?
When in the buyer journey does a visitor comes across this form? How does it integrate with the other forms on your website?

"For those who are just starting to use segmentation in Google Analytics for A/B testing, I suggest you focus on these few key types of segments:

• Traffic source
• Location/geography
• Visitor type
• Landing page type
• Action taken
• Content viewed
• Engagement – Different pages in your website may have varying levels of customer engagement. Creating a segment type based on engagement helps you make improvements to pages that produce less engagement.
• Demographics
• Technology platform
• Value – One of the classic segmentation techniques is to segment your visitors based on their value. You can then identify the source of these visitors and their journey towards your conversion goals."