Our Latest Insight
When it comes to writing for conversions, less is often more. Begin with these five steps to start writing better copy that converts.
When it comes to writing for conversions, less is often more. Begin with these five steps to start writing better copy that converts.
Learn how to identify the main pathway your visitors take to purchase from you and how to encourage visitors to take your preferred customer journey.
The product category page is an essential step on your consumer’s pathway to purchase. Keep these rules in mind as you design it.
Interactive elements are an effective way to increase engagement with your visitors, increasing the likelihood they will convert.
Your conversion rate is like compound interest for your ecommerce sales. Optimize it, and you’ll multiply your revenue exponentially.
Getting internal support for a data-backed redesign can be tricky. Here’s how we recommend you approach the challenge.
Like physical desire paths in city planning, digital desire paths help you see what your customers want, and simplify their pathway to get there.
These statistics highlight why your brand can’t ignore the importance of having a robust video marketing strategy.
Channel conflict can be lethal to your sales, but these three examples show you how to overcome it.
User-generated content rests on the wisdom of crowds. We trust what customers report about a brand more than what a brand says about itself.
Use these strategic principles and tools to check the user experience of your new (or newly reconfigured) website before it goes live.
While research shows that CRO is a high priority for many, some decision makers still haven’t taken the next step. We study why that is and provide some resources to help you make the case.
Benchmarking tells you where your website stands in relation to other websites. It can shine the light on competitive advantages and show you the most effective ways to improve website performance.
A good product image on a website helps your consumers decide whether to place an order and tells them what to expect when it arrives in the mail.
We recently wrote a guest post for our friends at Entrepreneur. Read the introduction and check out the full article.
If you’re planning to launch an ecommerce loyalty program, go over your proposal in light of these three tips.
94% of B2B buyers research online before finalizing a purchase. If you want to see an increase in lead conversions, you need to design for those buyers.
Make the effort to invest in your 404 pages, and you’ll turn a user experience challenge into a page that contributes to your growth.
Email marketing is an incredibly effective channel for driving conversions. Here we outline the foundation and components of an effective email strategy.
An introductory look at conversion optimization testing methods: Split, A/B, and Multivariate
First-time visitors to your website quickly decide whether or not to stay. Does your ecommerce or lead-generation website stand up to a credibility test?
Give more thought to your post-purchase email sequences with these 5 key post-purchase email types. It will boost your conversions, nurture customers, and result in repeat sales.
Businesses that blog average 55% more website visitors than those that don’t. And blogs can be a powerful tool for conversions when done correctly.
We explore some of the standard benefits of a blog along with some surprising and often overlooked business benefits.
There are some important changes coming in 2017 that are certain to impact conversion optimization. Are you ready?
Research that confirms the fundamentals of successful email marketing and provides a rare glimpse into the exact frequency and open rates of holiday email campaigns.
Site speed is an important part of your user experience, your SEO, and especially your conversion rate. Use these tactics to keep more of your hard-earned traffic.
Bounce rate is one of the most monitored metrics in online marketing. It can provide great insights if you know how to interpret it. Here’s how to get started.
Going out-of-stock can leave potential customers with a bad user experience and lead to missed sales. Use these steps to rescue out-of-stock revenue.
We recently wrote a guest post for our friends at InVision. Read our summary and check out the full article.
Consumers, manufacturers, and retailers all stand to gain from the direct-to-consumer sales trend. These are the benefits.
Increasing your average order value is a powerful way to grow your overall sales. Follow these 9 rules to get started.
Holiday shopping, including Black Friday and Cyber Monday, is an exciting time for ecommerce sites. Get prepared with these 21 conversion tips.
When you focus on a value proposition that is aligned and optimized to your target consumer, you will see more effective online growth and conversions.
Offering free shipping increases conversions, but when it’s done poorly, it can hurt your bottom line. To do it right, you need to tailor it to your business.
We recently wrote a guest post for our friends at Lytics. Read our summary and check out the full article.
We recently wrote a guest post for our friends at Antenna. Read our summary and check out the full article.
A good conversion rate is the result of a healthy consumer experience, not the cause. This is a bold challenge to older brand assumptions.
The email pop-up is one of the most used, and most hated marketing tactics around these days. Take a balanced look at their strengths and weaknesses.
We recently wrote a guest post for our friends at User Testing. Read our summary and check out the full article.
A site created for everyone is a site that converts no one. One of the best ways to align your site with your audience is to develop personas.
To increase conversions, your brand story must provide real support, value, and alignment around the things your website visitors care about: their goals.
A major mistake brands make is letting a code freeze stop their progress. A code freeze is the perfect time to test and optimize to drive higher sales.
Market segmentation is an effective way to understand the distinct groups that you serve so you can improve their unique customer experiences and increase conversions.
A website’s design and usability are two very different things. Design may look nice but usability is key to conversions. Use these three design principles to improve your user experience and increase conversions.
When you want to improve your online sales with data, don’t just use analytics. Involve your customers through effective and actionable customer surveys.
Mobile technology has changed the face of marketing and millennials will be leading the direction of consumer desire for at least another decade. Are you prepared?
Snow Peak’s ecommerce site is proof positive that by crafting an authentic brand story, customers will respond by opening their wallets. These simple steps will increase any ecommerce site’s sales.
Post-purchase emails are a golden opportunity to deepen your brand’s relationship with customers. To use them only for receipt delivery and shipping information is to miss the boat almost entirely.
Research indicates that transactional emails are opened up to 8X more often than promotional emails. They represent one of the biggest – yet most underutilized marketing opportunities.
Hiring a conversion agency is no small task. To help, here is a list of questions to consider and ask a prospective agency before beginning any complex engagement.
Features kill sales because they almost never advance a customer’s goals. Whats better? Find out your customer goals and create digital experiences that help them win.
Only 0.25% of new visitors to your site will buy on their first visit. This past weekend, we bought something on our first visit to a new-to-us site and lived to write the Case Study about our experience.
Aligning your website with your customers’ needs is the single best way to stand out from your competition and to drive more revenues and leads.
Running multiple tests to optimize your site, based on how your customers actually shop, is the best opportunity for improving online revenues, customers and leads.
Marketing is what drives customers to a website, not what goes on the website.
By removing all the things he hates about the Internet from his website, Louis C.K. sold out his stand-up tour in a week.
Many ecommerce brands rely on their retail partners for the bulk of their annual revenue. Learn how to avoid upsetting those relationships by selling direct to consumer through a brand site.
The path to increased sales is through understanding that a customer’s journey through a website has nothing to do with the way that a company is organized.
Attribution modeling is one powerful way to help you discover your most helpful insights within a maze of marketing data.
App design can teach us a lot about how to organize and build websites that boost conversions.
One change to your website can alter its entire universe. Focusing on smaller zones can bring everything back into balance.
A look at three primary considerations that help us better define and understand the nuances of the marketing ROI challenge
We surveyed some of the most knowledgeable voices in marketing to look deeper into the most complex challenges CMO’s face every day. This is what we learned.
Your consumers are coming incredibly close to completing their transactions, only to rush away at the last minute. Fortunately, with the right tactics, you can drastically cut your cart abandonment rates.
Focusing on the wrong ecommerce goals removes opportunity
Website navigation can make or break your visitors’ experience. The easier and more engaging your navigation experience is, the more time users will spend on your site.
To compete in the new era of ecommerce your strategy must deliver high-quality, complete, and accurate product information
Running out of ecommerce promotion ideas? You’ve just discovered what could be the perfect solution. You see, there are two things online shoppers especially love: discounts and specials. Present the right offer to the right audience, and you can create a selling frenzy.
Video marketing allows you to say more in less time. It’s an effective way to drive traffic and convert that traffic into sales. Explore these ten ways to drive conversions with YouTube.
Social proof is one of the most powerful tools of persuasion a brand can employ. Getting others to promote you is infinitely more effective than promoting yourself.
Your customer service team can provide a great peek into your customer experience. Their insights can show you improvements that can produce immediate results.
Web analytics help you understand whether your website efforts are succeeding or failing. If you’re making these three mistakes, you could be hurting your revenues.
Do you know what it costs your company to convert a visitor into a customer? In this article we outline three effective ways to lower these costs and optimize your return on investment.
Conversion optimization begins by identifying your ideal customer profile and their specific needs. Here are a few ways to do that quickly and simply.
Evergreen content ideas can help support your user experience and ensure your site converts and generates the revenue you expect.
Product videos are essential in ecommerce today. They bring brand storytelling to life, keep visitors informed, help answer common shopper questions, and most importantly, positively influence customer experience.
Knowing scroll depth can help you optimize your pages. It can tell you whether your visitors are really reading your articles or seeing everything you want them to see.
Online review management is increasingly important. Most shoppers now look for online reviews, and won’t even consider a purchase without them. Reviews are that critical.
First impressions are incredibly powerful. Many online brands focus on optimizing their homepage, but forget about the value of a effective product detail page.
The typical metrics for determining site engagement, such as time on site, are missing some key context.
To get more sales and write copy that converts, follow these five landing page fundamentals. Make sure every word on the page helps your visitors get closer to a solution.
You love it when your local coffee shop barista remembers your name and knows exactly how you like your morning latte. Customers on your website are no different, and they now expect a personalized shopping experience.
The question is not if you should make your store visible to shoppers in other countries. Rather, it is whether or not you want to make it easy for them to buy from you.
You may think you can’t optimize conversion rates with low traffic to your site, but with the right approach any site can get bottom-line results through CRO.
Email list growth is a proven means of generating revenue, but most companies do so at the expense of their site’s user experience. Here are 5 essential tactics for growing an email list without disrupting a site’s conversion rate.
Heatmaps are only one tool in the conversion rate optimization toolbox, but for analyzing the behavior of your visitors, heatmaps lead to insights you can’t find using other methods.
Just because something works for one brand doesn’t mean it will work for another.
Returning customers spend on average four times as much as new customers, and post-purchase is where loyalty begins.
Consumer research is a good start, but testing consumer actions leads to increased revenues.
When the powers that be won’t listen, it’s time to talk money (lost).
You cannot make your website successful, you can only make people who visit your website successful (at doing something they want to do).
We recently wrote a guest post for our friends at Shopify. Read the introduction and check out the full article.
No matter how amazing and memorable your brand experience is, it is the customer’s experience that determines the success (and potential future growth) of your site.
The long-term viability of a short-term strategic plan is more expensive and more painful than getting the long-term strategy right first.
After the way is paved for a great customer experience, look out for these obstacles to revenue growth.
The logic behind one brand that stopped using Photoshop and increased sales 9%.
The only way to be successful online is to always be active.
When it comes to navigation, avoid the urge to be clever and you’ll find profitable returns.
Developing copy for your website isn’t easy. Hence, I leave this blurb unfinished.
We don’t know how to empathize with numbers, but your site stats aren’t really numbers, they’re people.
Data can tell you how to create a great website, but empathy will make it convert.
Start with business metics contributed by the team and make your next site stand the test of time.
Having a strategy for creating and using your website’s images and videos helps convert visitors into customers.
No matter how many times you redesign your site, it’s never going to boost sales until you understand your customers and align with their goals.
An idle site is an unprofitable site. How doing something today will make your site awesome tomorrow.
“Weirdly, it’s almost easier to start from nothing, re-platform, and build up from there.” – Quote from a client of The Good
Conversion rate gives you the ability to measure how efficiently your website turns a visit into revenue or a sales lead, but should never be used as a key performance indicator without accounting for micro-conversions separately.
Solving executive team apathy with customer empathy
Demonstrate meaningful results with early wins, and earn leadership support for future initiatives.
Your customers are telling you what content they want, here’s how to give it to them
The conundrum of increasing traffic or increasing conversion rate is one all brands face. The answer is simple.
If your ecommerce website is managed under your marketing budget, you’re doing it wrong.
History has ruined lead gen website effectiveness. Let’s move forward.
Approaching the design and layout of a new ecommerce website is a difficult task that can quickly unravel by ignoring the most important stakeholder: the customer.
A FAQ page is a true reflection of your customer service. If you’re going to have a FAQ, at least do it right.
Best practices are ruining the Internet and your sales. Time to put on your big kid pants and start making decisions based on data rather than a Google search.
Most agencies have it all wrong. They focus on traffic, not revenue. Improving your site’s economics is all that matters.
Brands and marketers can do better by shifting their focus away from conversion rates and toward constant improvement of their brand’s customer experience.
Providing your customers with a poor user experience is like planning to go on a bad date.
Learning begins with testing, and testing never ends.
Digital is the easiest area for a brand to make mistakes, especially if the e-commerce experience falls under the marketing team’s responsibility.
The most cost efficient marketing tool your brand has at its disposal is content marketing. It’s cheaper than almost all other marketing and advertising tools, it converts at a much higher rate, and it can be a primary driver of sales to your site.
The old way of capturing visitor attention online is over. Pay attention to your customer instead and make a profit in the process.
The behind the scenes machinery of your brand’s website may be causing it to lose revenue.
What does a line for a crowded restaurant in Portland, Oregon have to do with the effect of social proof on online sales?
There are 3 components to growing online revenues, and they work in reverse order.
Here’s an important question that comes up way less frequently than it should.
4 areas where brands get stuck and can look to unlock their online revenue.
Being useful isn’t about being boring, it’s about providing an experience for your customers that is helpful and easy.
Brands set revenue targets but don’t hold the inventory to hit them.
E-commerce revenue is stuck behind the 98% failure rate that almost every site accepts as normal. It’s not.
There is an easy way to make your ecommerce site mobile friendly without a complete overhaul—make it responsive
Landing pages are too often the last picked member of the digital marketing team. But, by focusing on one thing, landing pages can become the digital marketing star.
Those users and visits in your analytics are actually people trying to buy things on your site. Here’s how to turn those numbers into customers.
A doctor would not prescribe without a proper exam and diagnosis, don’t you want your e-com partner to do the same?
How taking a proactive approach to UX and design can save your site and increase your sales.
The Pixel that Broke the Website’s Back
Saying your brand doesn’t sell online is just an excuse for ignoring your best lead generation source: your brand’s website
Brands may see a boost in sales after updating their e-commerce platform, but is the technology upgrade really responsible for the increase?
Writing an RFP for a digital project is like training for a marathon. Both should start with the end goals in mind and plan backwards.
To increase ecommerce sales, the goals of the website must be focused on achieving the goals of the customer. Get a return by building a site your customers care about.
Tell your brand story in the context of what customers care about instead of insisting customers care about you.
When the boss is reluctant to approve your digital initiatives, adding an authoritative voice from an outside expert can help you make your case.
E-commerce is only just getting warmed up. With $1 Trillion in retail sales linked to digital, the time to act is now.
Our effective ecommerce for brands research report lays out how to turn your brand site into a dominating player in ecommerce.
Stop using your site to show commercials for your brand, instead show customers how your brand can become part of their life story.
SEO is finally becoming a friend to human readers. Old practices that rewarded irrelevant (inhuman), keyword stuffed content, must be replaced by helpful, human-friendly content. Is your brand ready to ride the new SEO wave?
Having a fast e-commerce site is the difference between conversion and abandonment. Get on the fast track and give customers what they want, now.
The right content is key to driving online sales but will your brand approve of it?
By limiting your team’s content audit, creation, and revision to top tasks, products, and content you can save yourself a ton of grief while boosting your bottom line. Less work! More Money! Yes, Please!
When is the best time to communicate “Out of Stock” to online customers? It’s definitely not after they’ve picked out a product and are ready to purchase. Watch this 15 second Instagram video to see why.
Short timelines and tight budgets continue to present a challenge to marketing teams. For best results, brands need to focus on these five areas.
We recently wrote a guest post for our friends at Optimizely. Read the introduction and check out the full article.
A rotating homepage carousel wastes precious real estate. Here are four reasons why they don’t work and four ways brands can better use that space.
Do you have a bulky website? Has it become old and poorly maintained over the years? Whip your site into shape and turn it into a revenue earning machine.
What would it be like if you brought homepage carousels into your retail stores? Watch this 15 second Instagram video.
The Good’s research report on the single digital experience; offering active lifestyle brands a vision for how they can provide their customers with a digital experience that creates trust, delight, and business.
Most websites are content heavy in a way that’s unhelpful to customers. To avoid being unhelpful, brands need to create content focused on customer goals.
For a larger return, make a small investment focused on converting traffic already visiting your website before spending recklessly on obtaining more traffic.
The complexity of Google Analytics often prevents people from using it to its full potential. Dashboards for Google Analytics provides brand leaders with an easy way to begin to more fully leverage this valuable tool.
To increase email signups, many brands have resorted to disruptive and ill-timed email collection tactics like email pop-ups. There’s a better way.
Brands need to cultivate relationships with the their consumers; to do that, they first have to stop talking about themselves.
What would it be like if you brought email pop-ups into your retail stores? Watch this 15 sec. Instagram video.
We recently wrote a guest post for our friends at Leadpages. Read the introduction and check out the full article.
The Internet allows customers to tell brands what they are looking for; brands that listen will know how and when to show up at the exact right time.
Google Analytics is a powerful tool for brands to understand how their customers are using their site. But too often these insights get lost in all the numbers. With these five reports, brands leaders can unearth the data that will help their site better serve its customers.
To better understand how customers are really using your website so you can improve their (buying) experience, track your site’s micro-conversions.
When a brand’s website marketing isn’t aligned with the customer’s reason to visit the site, then the marketing is doing more harm than good.
Brands need to stop making active lifestyle consumers work so hard at getting what they need and start making it easy to find information and buy.
Insights for brands looking to better understand active lifestyle consumers, their purchase behaviors and preferences, and the purchase experience they’re looking for in stores, on mobile, and online.
Shopping rituals enable customers to overcome their fear of buying the wrong product and allow brands to become both integral and a main focus of a customer’s shopping experience.
Including a high volume of quality and credible athletic and outdoor product review content on your brand site will help customers find the best products and stay on your brand site to purchase them.
Consumers are increasingly expecting customized products; to remain relevant, brands serving them will need to make a strong commitment to digital in retail.
Understanding and optimizing each of the smaller steps — the micro-conversions that lead up to conversion improves the customer experience and enables them to complete more purchases.
An in-house community manager will ensure active lifestyle consumers experience authentic, informed interactions with your brand on social media and can help you turn those channels into business growth drivers.
Understanding the process required to arrive at sound digital budget decisions can help ensure the maximum return on digital investments for brands serving online consumers.
Four things active lifestyle brands do that come across as inauthentic to consumers when featuring sponsored athletes – and what you can do to fix them.
Insights and inspiration for active lifestyle brands looking to satisfy rising consumer expectations and maximize retail revenue potential in stores, on mobile, and online with better digital purchase experiences.
Don’t look to your competitors for e-commerce best practices, focus on building features and creating great experiences that will help customers buy from you.
To maximize the impact of marketing co-op budgets, brands need to finesse relationships with retailers and push for access to customer-related data and the incorporation of branded experiences.
To successfully serve multiple consumer types through a single web site in a way that will convert for all audiences, website content must be organized either by consumer type first or consumer goal first.
Increasing marketing effectiveness, gaining competitive advantage, and maximizing impact of marketing spend are just three of many reasons for active lifestyle brands to invest in Calibration.
After surveying, interviewing, and testing effective site design with thousands of our client’s customers, we’ve put together a compilation of ecommerce best practices for brands.
A website can be simultaneously beautiful and totally ineffective; focusing on performance ensures that its beauty is more than skin deep.
Your brand could be sitting on a pile of data that would enable you to tailor your ecommerce website to the needs of customers — if you only knew how.
Focus on creating content that helps customers understand the unique value of your product and why they would be smart to purchase it.
To improve e-commerce sales, marketers need to shift focus off the vanity metrics and onto the conversions that are actually driving to sales.
Understand the jobs your website needs to do and give it the content and features it needs to become a star.
Improve engagement and purchase conversions by making your site easy to use on any device and in almost any situation.
Work with your customer service department to surface and correct persistent negative brand experiences that are destroying customer loyalty.
Shifting focus from making sales in-store to store as touchpoint and opportunity for customer service resulting in online purchase or engagement is ultimate mutually beneficial strategy.
To maximize the positive impact of a sponsored athlete on your brand focus on helping them create meaningful connections with your fans.
A simple mathematical law can help you design intelligently and spend effectively.
Increase social sharing by creating content worth reposting—and removing social sharing buttons from your brand’s website.
Apply the Scientific Method to your digital projects to improve results and effectiveness of digital marketing dollars spent.
User testing can uncover hidden revenue opportunities, just ask Amazon, whose testing led to optimization of promo code placement delivering a 90% increase in revenue.
Outstanding service and saving customers time by enabling them to quickly find what they need online is key to retaining customers long term.
Think of “Frequently Asked Questions” as “Questions your site frequently fails to answer” then adjust your site content to help your customers find what they’re looking for.
Product reviews with spelling mistakes are less trusted by consumers and the result is fewer sales.
Before you build another site, walk a mile (or twenty) in your visitors shoes, then design an experience you and they will find outstanding.
Innovation is easier when brands iterate, and understanding the benefits of a lean process over a waterfall process is necessary to succeed with digital.
Why pretty websites aren’t always converting websites.