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Conversion Optimization Blog Post Archives

5 Website User Experience Mistakes That Hurt Your Bank Account

Most business owners and executives want their businesses to grow. In order to do that, (let’s talk basic accounting) the total amount of deposits has to consistently exceed the total amount of withdrawals, or else the business is just treading water; or maybe even drowning. In this day and age, websites are one of the tools that can ultimately determine which direction your business goes. While it may not make or break all businesses at this point in time, it’s certainly critical for most.

Profit Loss Sheet

What I’d like you to do for the next few minutes is to think about your website like you do your balance sheet. But, don’t just think about the numbers or how much the website costs to maintain versus how much revenue you can directly tie to it. Take it back a step. Take it all the way back to the user experience, because this is where it starts. Think about how a user’s experience with your website affects their relationship with your brand. Because when it comes to the numbers, the user experience is the cause. The numbers are just the effect.

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Final Lap: Winning Web Marketing Reads–June 2014

A Weekly Review of Web Marketing ArticlesIt’s hard to keep up on the latest thought leadership, ideas, trends and news in the web marketing industry, which is why we bring you the Final Lap. Each member of Pole Position Marketing Pit Crew, and the office alter ego, Max Speed, bring you their winning article to help your business. Topics include SEO, paid search, usability, link building, local search, content marketing, social media and other areas of marketing and business. Plus, you’ll find articles that have earned “honorable mentions” and are also worth a read. Enjoy and feel free to comment with your winning articles.Continue Reading


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Your Website Sucks and SEO Isn’t Gonna Help You!

increased sales are more important than rankingsHot tip: SEO isn’t just SEO anymore. You know what I mean?

Every day we get new prospects asking us to help them grow their business. Usually they are thinking about how we can help them improve their rankings and maybe assist with social media, since that’s hot right now. What they often completely miss is the big elephant in the room: A website that couldn’t sell ice water in the Sahara desert!

Well, guess what? Search engines want to rank sites that people find valuable. If your site isn’t doing a good job of selling the visitors you do get, getting more traffic is pointless. (And getting top rankings will be much more difficult!) But even if you could get the top rankings you want, what’s the point? A few more sales trickling in? How about turning on the fire hose instead?Continue Reading


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Improve Your Website By Getting Beyond Who’s Right and Wrong

In my efforts to help businesses improve the conversion rates on their websites, I hear objections ALL the time. Behind the objections, I have observed fear (about how the changes will perform), offense (because they think I’m implying their work isn’t up to snuff) and procrastination (because they want to avoid the scary world of testing).

A few factors that I’ve seen contribute to this include:

  • Stakeholder’s opinions about what will work best for a particular site or page within a site are usually strongly held, whether it’s because it’s what they like themselves or what they believe as a professional.
  • Stakeholders are emotionally attached to their work.
  • There’s a lot at stake for everyone when it comes to the performance of the website.

The resulting situation can get messy. It typically involves arguments over opinions about what to do with the site in an attempt at improvement. But this kind of activity can be damaging to your team’s relationships.

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Less Is More When Writing for Landing Pages

Yes, I know why you include so many words on your marketing landing pages. It’s because you really, really, REALLY want your visitors to get it. You want them to understand all that it is you have to offer them and how choosing to do business with you is really going to change their lives. You want to use all of the information you can to persuade them to stick with you, to continue on the journey to being your customer. Problem is—they don’t read them. I know you worked hard on it, and I’m sorry.

So, what do you do now? Throw it all away? Doesn’t there need to be some explanation about the page and how the user will benefit from continuing on? Why, certainly yes. Your pages must still persuade users to work through the conversion process. But, they must do so in ways that fit with how people use the web. It’s time to get out that “red pen” and make a couple of changes; namely employing a less-is-more approach.

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The First Step to Better Homepage Design

your homepage is like beachfront real estate

Your homepage is like beachfront real estate. Everyone wants a piece of it! [tweet]

It’s common knowledge that in general the homepage of any site is the most important page. Usability professionals have called it the “beachfront real estate” of any website. The big obstacle we run into with this though is that, of course, everyone wants a piece of it! Because this is the case, your homepage design just might be overrun with content competing for user’s attention. If you can find it in yourself to admit it, this is probably limiting its ability to allow your customers to service themselves with it—which is costing you money. After all, the homepage is many times a customer’s first impression of your site and the company behind your site.

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Yeah, But…Our Site Converts Just Fine

Yeah, But... It's time to bring your business up to speed

Really?!?! How do you know that? Did all of your “yeah, butter” competitors all share their conversion rates with you? Even if they did, how do you know what’s good and what isn’t? If by “fine,” you mean you’re making a profit, then great. But, is that all you want, just to be “fine”?

A 100% conversion rate just doesn’t exist, no matter what you do to your site: Some will say yes, some will say no and then some will say maybe. It’s that last category of site visitors that can have a major impact on future business growth.

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Final Lap: Good Reads for the Week Ending August 19

A Weekly Review of Web Marketing ArticlesI discovered a local gem not too far from our offices this past weekend, The Toys Time Forgot. They feature toys from the 1940s to modern toys and best of all, as one blogger wrote, they have a staggering amount of Star Trek and Star Wars toys and memorabilia.

Of course, I assume that all of you enjoy sci-fi as much as I do, but others in the office tell me not everyone shares the same zeal.  So, for those of you looking for vintage lunch boxes, vintage Smurf toys, classic board games, GI Joe, He-Man figures, comic books, trading cards, any vintage toy, they’ve got those, too. If you’re looking for a specific toy, they’ll even help locate it for you.

A walk through the doors is like a walk a back in time. If you’re in the NE Ohio area, you need to go check them out. If you’re not, you need to plan a trip!Continue Reading


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*Conversion Testing Not Included

Get Analytical About SEOI recently had a conversation with someone touching on the age-old discussion of rankings vs. conversions. While the gentleman I was conversing with agreed that SEO is more than just an exercise in getting rankings—business growth does matter!—I did find it odd that he wasn’t a believer in conversion optimization.

One of the hazards of being in an industry for any length of time is that you can easily become over-confident in your abilities. On the one hand, confidence is good. Keanu Reeves would be nowhere without the misplaced confidence that he can act. SEOs, too, need to be confident that the recommendations they make will work. No one wants this conversation:Continue Reading


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