Author Archive | ralphwaldo

Rand Fishkin From SEOmoz.com On Website Conversion Rate Optimisation


I met Rand Fishkin at London SES and found out how he got on with optimising conversion rates on his own site, SEOmoz, using british based company ConversionRateExperts.com

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John Carlton Copywriting Tips: How To Do Effective Research


In this copywriting hotseat John Carlton shows how to dig down and get the real story on why a product is selling. Not the company line.

It is easier to understand this when you are writing for other people, but also applies when you are writing for yourself. In the detective work you do, you must get past the “company line”. As a freelancer, I know that the company line is the guy that owns the business. He is so in love with it that he will say “this thing does this, this and this, and this is why people buy it”. Almost 100% of the time he will be 180 degrees dead wrong. He will not know why people buy it. He knows why he would buy it, why he got into it. That is what I call the “company line”. For you and your product…you have been eating the company line for a while, and you are in love with this product.

When I work with a client, I want to talk to the receptionist, I want to talk to the “feet in the streets” salesmen, I want to talk to the guy who invented it, I want to get the gossip, the rumors. I know that a lot of the time, the people who have to sell the thing will say: “Yeah, I know that Bob keeps saying it does this, but we never sell it that way. We sell it by telling people it will do this.” You need something completely different. That’s what I want to find, and that’s what you want to find, too. Sometimes you have to get out of your head, you have to get into other people’s about what is going on. You have to strip it down…get your ego out of it…and find out what really is happening. Why people are really buying this stuff, what is really going on.

That is the key to doing the research you need to find out the real reason people are buying the product, and will help you develop your hook.

For more marketing and copywriting tips from John Carlton, go to

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WEBINAR: How To Convince Your Boss On Conversion Rate Optimisation


Recording of our joint webinar with conversion optimisation agency PRWD on May 12th 2015.

This practical webinar provides you with the tips and techniques needed to present a persuasive argument to your senior management team, allowing you to get the buy-in you need for your conversion rate optimisation efforts.

The webinar was hosted by Dave Cannel, Optimizely’s Partner Manager for the UK and Ireland. Special guest is Matt Lacey, Head of Optimisation at PRWD, who shares five steps to follow based on his own experience of working on conversion optimisation programmes with companies such as The North Face, Trend Micro, Bensons for Beds and British Cycling.

Step 1: Identifying who you need to convince and what they already understand
Step 2: Tackling Risk and Myth Busting
Step 3: How to use real numbers and let the data do the talking
Step 4: How to explain CRO’s impact on your marketing spend, customer understanding and innovation
Step 5: The fear of loss – Are you losing market share to your competitors? are you losing revenue through bad decision making?

In this webinar you will acquire the skills you need to convince your boss to start conversion rate optimisation and be the champion of data-driven decisions within your organisation.

1. You’ll be armed with an easy, five-step process that will help you throughout any conversation

2. You’ll know which information to use in a particular situation and how it will become one of your most valuable weapons

3. You’ll discover how speaking your boss’s language will help open doors in the process of bringing your CRO efforts to fruition

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Copywriting Tips Voor Websites Met Aartjan Van Erkel Van De Bestseller ‘Verleiden Op Internet’


Aartjan van Erkel is een specialist als het gaat om copywriting voor het web. In dit interview met Maarten van der Zanden en Aartjan van Erkel deelt Aartjan een aantal waardevolle copywriting tips.

Aartjan van Erkel is een van de sprekers op de Internet Marketing Summit 2015 op 25, 26 & 27 november 2015. Wil jij Aartjan live zien? Check

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3.02 The Conversion Optimization Formula – The Viral Hack Video 18


GET FREE ACCESS TO FULL COURSE, TOOLS AND RESOURCES:

FACEBOOK GROUP (Discussions, extra videos and more):

The conversion formula was first taught to me by a colleague – Stefan Helgesson – whilst working with online affiliate businesses.

I have since used it and iterated it into a framework that helps me examine why and why not something works or doesn’t work in my creative.

There are some driving forces behind making a person convert into an action. If you don’t understand them, your conversion rates will drop dramatically. If you do understand them, you can basically get anyone to do anything for you, at any given time. Learn how to master the conversion formula!

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