How we made $1 million for SEOmoz—with one landing page and a few emails. When we first published this case study, Moz was called SEOmoz. Even though the company has since rebranded, the techniques described below are still as relevant as ever. In this talk, Moz’s CEO, Rand Fishkin, raves about the work we did, explaining how the money that we generated enabled Moz to develop from a membership site into a web app. Overview Moz is one of the world’s largest providers of tools and resources for online marketing. The company was already highly successful, having a list of Fortune 500 clients as long as your arm.
It had also conducted many split tests on its site. Nevertheless, in the first split test that Conversion Rate Experts conducted for Moz, we generated a 52% improvement in sales. Within the first four months of work, we increased annual revenues by $1 million. Phase I—analyzing the business and designing a more effective landing page We’ve all heard the business principle of “listen to your customers.” A wireframe of the page. The results of the split test. 3 Popular Conversion Tactics That Can Backfire If You’re Not Careful. We’ve all been there… Devoured tons of articles about tried-and-true ways to optimize your landing pages. Bookmarked case studies outlining how adding testimonials to a page will boost conversions by X percent or how adding a certain trust seal increased revenue of so and so website.
It seemed so easy. But when you went ahead and A/B tested it on your website, poof! The magic was gone. The results were depressing. And you had no clue what went wrong. In cases like this, remember – negative test result doesn’t always mean your hypothesis is wrong. The three conversion tactics outlined below have tremendous potential to improve your conversion rates. 1. Many marketers use trust seals (third-party badges that signify high security standards) on their landing pages to reassure users that any information they share is completely safe. But there are cases when these seals have been known to actually reduce conversions. Make sure you’re using trust seals that people recognize. 2. 3. Don’t Be Shy. Conversion for e-commerce: Two winning tests for a multilingual online florist. In this article, we’ll show you how to increase your win rate by doing some diligent research. Plus, we’ll show you the results of two interesting tests. daFlores delivers flowers to over 30 countries.
Overview e-commerce sites have a particular challenge when it comes to conversion rate optimization: Implementation can require significant technical resources. Because of this, it’s important that e-commerce marketers change only things that are likely to work. No one can win every test, of course, but you can increase your win rate.
This article describes the work we’ve been doing with Latin America’s largest network of florists. daFlores was the first to offer online flower delivery to South America, and now it delivers flowers worldwide. On this page, we reveal how we did it, so you can apply the same techniques to your business. We started—as we always do—with objection collection As you can imagine, daFlores’ visitors had a wide range of objections. 1. The control. 2. How-to guides. How we increased the conversion rate of Voices.com by over 400% At the start of 2009, Voices.com, one of the leading marketplaces for voice-over talent, began working with Conversion Rate Experts.
The result? Its conversion rate increased by over 400%—from less than 5% to 22%. How we achieved those improvements The most important part of any project is the exploratory work that occurs at the beginning; FORTUNE’s article about us described this stage as the “detective work.” (One of our consultants described it, rather unglamorously, as “dumpster-diving for details.”) We studied Voices.com’s analytics account to understand which components of the sales funnel contained the biggest opportunities for improvement.
Once we understood the prospects’ main objections, and what could be done to overcome them, we created new test pages. Here are a few things that gave us quick wins We achieved the 400% increase by doing eleven experiments, which we carried out at five different stages of the conversion funnel. 1. 2. 3. 4. Handy lessons Some of the tools we used. How we doubled the sales of a web app. PhotoShelter is a web app that lets photographers easily create highly effective websites, allowing them to sell, market, and store their photography online. By applying our CRE Methodology™ to PhotoShelter’s website, we have helped it to double its annual sales. This is money that will continue to accrue every year.
How we got those improvements When we started working with PhotoShelter, the company was already well beyond the stage of obtaining product/market fit; it was a successful business operating in a market that was relatively mature (at least in web terms) and competitive. (Side note: If your company, product, service, web app, or whatever is still in its embryonic stages, we highly recommend you read these resources from four very intelligent guys: this article by Paul Buchheit, who created Gmail; this one by venture capitalist Paul Graham; this slide deck by Dave McClure; and these videos by retired entrepreneur Steve Blank.) We have run many projects with PhotoShelter. 1. 2.