Your website or landing page conversion rate starts to deteriorate, perhaps suddenly, perhaps gradually, and you’re not tracking to meet your conversion goals. Is this a canary or a canard? It’s hard to tell because conversion is just a surface measurement of so many underlying complicated processes. To determine why your conversion is declining, you need to truly understand the root cause(s).
WEVO is an AI platform that gives digital marketers insights and recommendations on how to improve the conversion of webpages. Our technology generates results in less than a week, allowing us to rapidly test and gather data about what specifically will improve the efficacy of a page. With all of this time spent gathering insights, we’ve noticed there are some best practices that remain constant no matter the industry, audience or page. Here are the top seven.
We are in the era of big data, where everywhere you turn, people are sharing strategies and tools to learn from it. It certainly can lead to amazing insights, however, what marketers often have is far from big data. We can regard this as “artisanal data,” which is well-crafted, small batch, and simultaneously traditional and innovative. Lucky for the majority of us, artisanal data can also lead to amazing insights, as well.
Artificial Intelligence is sometimes better than humans. And sometimes worse. It’s usually faster and cheaper, and that alone ensures it a very important place in our world, but not to the exclusion of human intelligence. The fact remains that almost all machine learning still requires a human, and there's no changing that anytime soon. Here's why.
It has becoming increasingly popular to fret about AI taking our jobs as marketers, and making them obsolete. The fear that we have become too productive and soon the workforce will be out of work has been part of the American story from the invention of the assembly line to that of the modern robot. But, what we’ve actually seen is that becoming more productive doesn’t put humans out of business, it increases the size and diversity of businesses available. Here's why.
After more than 350 years of the current model of higher education, established by Harvard as the first U.S. college in 1636, the industry is finally changing dramatically. In fact, it will likely be unrecognizable within 25 years with the advent of online education, higher emphasis on adult and continuing programs, and increased competition. In order to adapt to this rapid change, higher education marketing teams need to dramatically change, and play a much more significant and vocal role in the school’s student acquisition programs.
In all of the WEVO landing page analyses we have run for our clients, no one website element gets more attention and focus than the hero image and headline. Truth be told, our tests have proven that the headline is a critical driver of engagement and action, but the image associated with that headline is equally as important. As it turns out, your hero image says so much more to your audience than what you may have thought when you selected it.