Persuasion and conversion marketing

Influence of customer reviews & ratings on conversion rate

This is a summary of data from Bazaar Voice showing how great the influence of customer reviews / ratings on conversion rate by Brett Hurt.

Written by Dave Chaffey on 25-03-2008

Structured techniques to increase conversion rates

The latest Marketing Experiments report on increasing conversion rates covers 3 areas of conversion rate optimization, this is my synopsis / commentary. Also see under 2, great paper by Ron Kohavi describing experiences in site optimisation at Amazon and Microsoft. Also explains explains how a structured approach to testing can help you listen to your online customers and avoid your site improvements being controlled by the Highest Paid Person's opinion (HiPPO).

Written by Dave Chaffey on 29-02-2008

Conversion rates E-commerce sites

I often get questions about average conversion rates for E-commerce sites at workshops. This updated post gives a summary of different sources on conversion rates for E-commerce which you can compare to your own.

Written by Dave Chaffey on 04-02-2008

The Perfect Landing Page

Most discussion of web design naturally tends to focus on the home page. But, for companies who are running a lot of online marketing campaigns, the effectiveness of the different pages deeper within the site is vital to getting returns from these campaigns. So this prompts the question, which factors make for the most effective landing page? Is a 'Perfect Landing Page' possible? This post gives a summary of my top 12 and places to look to find more.

Written by Dave Chaffey on 29-01-2008

How long does a website have to make an impression.

Not long at all, according to this Nature article which summarises some Canadian research.

Written by Dave Chaffey on 17-01-2006

Persuasion marketing

"Call-to-action" is as a significant new book relevant to anyone managing a web site aimed at generating sales or leads. I recommend it for the detailed practical tips on increasing conversion rates of site visit to outcome.

Written by Dave Chaffey on 07-06-2005

2004 Eyetracking study update

Poynter have been running Eyetracking studies for several years in order to resarch how viewers of media sites interact with them. While behaviour is likely to be different for destination sites, there are still learnings in terms of positioning of key messages, images and copy size that can be gleaned from this research.

Written by Dave Chaffey on 14-10-2004

Long vs Short Online Copy

Research from Marketing Experiments on the best length of landing page from Google Adwords. Marketing Experiments is worth subscribing to if you are involved with hands-on optimisation of e-mail or search marketing.

Written by Dave Chaffey on 30-09-2004

How do web users evaluate site credibility

This interesting study highlights the importance of look and feel above content.

Written by Dave Chaffey on 21-05-2004