Is Your Hero Image Working For You or Against You?

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.

What Not-for-Profit University Marketers Can Learn From Their For-Profit Counterparts

What Not-for-Profit University Marketers Can Learn From Their For-Profit Counterparts

Institutions of higher education are under siege. While the Harvard and MITs of the world may feel less threatened right now, other schools, whose academic value proposition and brands are not as well established, are competing more than ever before for both students and tuition dollars. There are a few key trends that impact higher education, which the marketers I’ve spoken with feel are presenting as major challenges.

 

Why Are Marketers Ending A/B Tests Early and Reporting Inflated Conversion Results?

We launched a survey of digital marketers to learn about the challenges and opportunities of their conversion rate optimization and A/B testing programs. Of all the results, we found it most interesting that they show the majority of marketers end tests before they’re ready and report an inflated increase in conversion when compared to industry reports. Why is this happening? We have a few hunches. Read on and let us know your thoughts.

39% of Marketers Couldn’t Identify Which of Two Landing Pages Converted Higher. Here’s Why.

At a recent higher education marketing and enrollment conference, we decided to put marketers to the test. We asked every marketer we spoke with to guess which of two landing page designs had a higher conversion rate. The result? A whopping 39% of the marketers we asked selected the losing landing page. Here's why.

 

9 Research-Backed Ways to Improve Your Landing Pages

9 Research-Backed Ways to Improve Your Landing Pages

While there’s no better way to improve your landing pages than to get qualitative and quantitative feedback from your target audience, research shows that there are many ways to generally increase their effectiveness. If you don’t have the resources to get feedback from your audience for page improvements (you should try to get them, if possible), try some of the following data-backed tips of the trade.

How Storytellers and Engineers Conspire for Efficient Brand Messaging

How Storytellers and Engineers Conspire for Efficient Brand Messaging

It takes top-grade engineering skill to design the biggest, fastest, most-powerful pipes to deliver information. It also takes very skilled artists, writers, and designers to create the sounds, images and words that will make the greatest impact on an audience. And it takes a combination of the best analysis—these days, drawing on the conclusions of both machines and people—to figure out how to put it all together.