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The List

Digital marketing & website development lists of ideas, links and resources

1

Background image

Instead of a color, try a different background image and see if that makes a difference.

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2

Subheading styles

Instead of the heading, try changing the color or font of the content subheading.

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3

Font size

Change the size of the text - all of the text or just the heading, body or link/button.

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4

Font weight

Make the text bold, or some of it bold and see if that makes an improvement.

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5

No image

Would your ad work better without an image? Try it with and without and see what produces more results.

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6

Image or video

Would an image work better in that container or a video? Which one commands more attention and leads to more conversions?

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7

Button placement

Should the button/link be the entire container, or on the bottom, centered or in a corner?

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8

Button icon

Would adding an icon to the button help to get more clicks?

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9

Button action

After the conversion, what are you communicating to the user? Are you displaying a success message, links to related content or redirecting to another page? Try changing those to see which one works best at accomplishing the next desired user action.

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10

Yes/no buttons

Instead of having just one option, have a second that basically just closes the window. For example, the "Yes" could be "Yes, give me access". The "No" could be "Maybe next time". Try adding and then changing this text to see what works best.

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11

Yes/yes buttons

Instead of "yes/no" where one button converts the user and the other closes the offer, have 2 "yes" buttons but with slightly different desired outcomes. For example, the first button could say "Yes, I want a free domain". The second could say "No, I just want to build a website."

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12

Headline copy

Change the copy of your headline - tweak individual words or phrases, add action words.

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13

Body copy

Change the body text of the content - add different phrases, focus on user intent.

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14

Button copy

Get the user to click by changing the text of the button or link. Instead of "Learn More" say "You in?", "Sign Up, It's Free", or "Save My Seat".

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15

Add numbers

To your copy, consider adding numbers - specific or general. For example, "We've served over 2,000 clients" or "2,174 clients can't be wrong!"

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16

Copy voice

Does your copy perform better if it's written in first person (I, me, we, us) or second person (you, your, yours)?

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17

Testimonial

Try adding a testimonial to your offer to make the user feel more confident about signing up.

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18

Client logos

Display a list of your client logos to gain credibility and trust with your visitors.

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19

"As seen on" references

Has your product been featured somewhere like television, a popular YouTube channel or a large website? Build credibility by sharing that reference.

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20

Statistics

Share statistics about how much your product or service has improved a process or saved a customer money.

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21

Type of alert

Does it work better to have your offer in a ribbon at the top of the page, on the sidebar or as a popup when a user intends to leave the page?

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22

Upsell

Once you've closed a sale, try upselling another product to see if that helps to increase sales.

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23

Cross-sell

Once a user adds an item to their cart, try suggesting other, similar products to see if that boosts their sales.

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24

Multiple campaigns

While a page having 1 goal or call-to-action is typically preferred, maybe there are times when you should consider the primary goal and then a secondary goal as well in case the first one doesn't convert.

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25

Personalize

If you have the user's name or their company's name, try adding that into the copy.

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26

Reduce form inputs

If you reduced the number of form inputs for the user to fill out, will that increase the amount of times the form is submitted? For example, do you really need to ask for their phone number? Maybe just their name and email?

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27

1-step or 2-step

Typically, it works better to reduce the amount of steps that the user needs to take. But would it work better if you made it 2 instead? For example, on the first screen you could ask a simple yes or no question, and then just the form on step 2. Sometimes cleanliness and simplicity help the user to not feel overwhelmed.

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28

Removing placeholders

Sometimes form inputs have placeholders to help you know what can be entered. Does your campaign work better with or without them?

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29

Error message

If the user doesn't fill out a form correctly, do you have a clear error message? What if you changed the text and made it funny? For example, "Another user with this email already exists. Maybe it's your evil twin. Spooky!"

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30

Disable double-optin

When populating an email list, it's often a good idea to have the email platform send a double-optin email to make sure that the email address is valid and confirm that the user wanted to sign up.

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31

Close button

If you have a popup, you typically want to have a close or "X" button somewhere for the user to be able to close the popup. What if you removed it? Would it annoy your users? Probably. But would it improve conversions?

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32

Location in content

If your call-to-action is within the main body of your page, should you move it toward the top of the content, half-way down, at the bottom or somewhere else?

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33

Acquisition source

Have the copy or ad change based on how the user was acquired. For example, if the user clicked on a link from Facebook, you could say "Since you've seen our Facebook page ..."

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34

Exit intent sensitivity

A popular popup action is to display the popup message when the user is about to leave the page. Try changing the sensitivity of the trigger - displaying the popup immediately, after 2 seconds or something else.

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35

Popup scroll length

If you have a popup message that displays after a user starts scrolling down the page, try changing the scrolling length. Making it shorter (just after the user starts scrolling) or maybe after a user scrolls to a certain element on the page.

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36

Popup timer

If you have a popup that displays after a certain interval of time, try modifying it to a shorter or longer time before it displays.

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37

Inactivity sensor

Is the user still on your page but they've been inactive for a certain length, or they've clicked over to a different tab? Try encouraging them to come back or reengaging them.

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38

CRM

Customer relationship management (CRM) is software that helps you manage your customers and prospects. Many CRMs come with tools that help you to populate user lists, save data, launch email campaigns and track communications with the customer.

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39

SEO

Search engine optimization is the practice of improving your website to be better indexed by search engines and ranked higher for your chosen keywords in search engine result pages.

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40

SEM

Search engine marketing is the practice of paying for results to appear in search engine result pages. As opposed to SEO that helps with results appearing organically, with SEM you are selecting demographics and lists of keywords that you want your search ad to display for, then paying for its placement on the page.

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41

Conversion rate

Conversion rate is the percentage of users that take a certain action. For example, if your goal is to have users sign up for your newsletter and for every 10 visitors of your webpage you receive 1 new signup, your conversion rate would be 10%.

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42

CRO

Conversion rate optimization is the practice of improving the percentage of users who sign up, purchase or complete the desired conversion action.

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43

Push marketing

Push marketing refers to proactive marketing tactics such as radio ads, billboards or email campaigns that get in front of your audience.

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44

Pull marketing

Pull marketing refers to marketing tactics that are meant to draw users in such as SEO, posting on social media and content creation.

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45

Inbound marketing

Inbound marketing is a marketing practice that is focused on creating valuable content that your audience will find during their online research.

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46

Customer acquisition

Customer acquisition includes the sales and marketing activities undertaken to obtain a customer.

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47

CAC

Customer acquisition cost (CAC) is the average cost of all activities required to acquire a customer.

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48

CLV

Customer lifetime value (CLV) is the amount of revenue that a single customer generates for your business during their lifetime.

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49

SERP

A search engine results page (SERP) is the page that lists all results a user sees when they search for a query in a search engine.

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50

Impression

An impression is when a user sees your content online - for example, a user sees your ad. This metric is often found when reviewing search engine and paid ad analytics.

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