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4 entries from October 2012

Recommended Reading (weekly)

  • People increasingly read their email — and their email newsletters — on mobile devices. Jacob Nielsen's research into the general usability of phones and tablets shows that small mobile phone screens present big usability challenges. They thus focused on email newsletter usability on those screens in our their research.

    tags: tg tw mobile design responsive

Posted from Diigo. The rest of my favorite links are here.

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5 Key Factors for Conversion Rate Optimization Success (infograph)

Okay, so this is not about email marketing, but I think it's very relevant for email marketers nonetheless.

The five key ingredients for successful conversion rate optimization are identified in a new report published by Econsultancy and RedEye this week. The research is based on a survey of almost 900 digital marketers carried out in July and August 2012.

Key Findings:

A structured approach and clear responsibility improve website conversion and sales. The other factors most closely correlated with success are usability testing, segmentation and multivariate or A/B (split) testing.

Looking specifically at optimization for mobile visitors, the proportion of organisations designing their websites specifically for mobile phones has increased from 25% to 35% since 2011. The proportion of companies designing their websites specifically for tablets has almost doubled, increasing from 13% in 2011 to 23% this year.

Other key survey findings:

  • Companies with improved conversion in the last 12 months are performing on average 24% more tests and using 26% more methods to improve conversion than companies whose conversion had not improved. 
  • Companies with improved conversion are also using 90% more ways to segment their visitors and customers than companies whose conversion had not improved. 
  • 70% of companies who said they had a structured approach to conversion had improved sales. 
  • Companies that adopt a structured approach are nearly twice as likely to have seen a large increase in sales. 
  • 70% of companies enjoying a large increase in sales said they have a great deal or quite a lot of control over conversion, compared to only 38% of companies which have seen a decrease in sales. 
  • Companies who incentivise staff based on improving conversion rates are nearly twice as likely to have seen a large increase in sales compared to those that didn’t. 

Here are (some of) the results in the form of an infograph:

CRO_INFOGRAPHIC

Get your copy of the Conversion Rate Optimization Report 2012 (Price: 250 euro)

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