How to Write Marketing Case Studies That Convert

Posted by kerryjones

In my last post, I discussed why your top funnel content shouldn’t be all about your brand. Today I’m making a 180-degree turn and covering the value of content at the opposite end of the spectrum: content that’s directly about your business and offers proof of your effectiveness.

Specifically, I’m talking about case studies.

I’m a big believer in investing in case studies because I’ve seen firsthand what happened once we started doing so at Fractl. Case studies were a huge game changer for our B2B marketing efforts. For one, our case studies portfolio page brings in a lot of traffic – it’s the second most-visited page on our site, aside from our home page. It also brings in a significant volume of organic traffic, being our fourth most-visited page from organic searches. Most importantly, our case studies are highly effective at converting visitors to leads – about half of our leads view at least one of our case studies before contacting us.

Assuming anyone who reads the Moz Blog is performing some type of marketing function, I’m zeroing in on how to write a compelling marketing case study that differentiates your service offering and … Read the rest

November 28, 2017  Tags: , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

3 B2B Case Studies That Prove the Power of CTAs

Posted by STMartin

You can’t afford to throw money away on inefficient tactics in the paid advertising space. Keeping your campaigns cost-effective is a must. To streamline your paid campaigns, there are many different landing page best practices you can employ. We’ve seen the most significant of these results often come from optimizing your call-to-action.

Now, optimizing your CTA can include a few different factors. Not only is there placement, copy, design, and the usual list of CRO check boxes — there’s also the psychology of the interaction itself to consider.

To truly optimize your individual paid campaigns, you should get far more granular with your CRO. This will include taking your actual value proposition under investigation. Here are a few questions you may want to ask yourself regarding the psychology of your landing page and CTA:

  • Where is my user in the buyer’s journey?
  • Are they in the right stage for this conversion?
  • Is what we are offering convenient/valuable enough?
  • Does our offer align with the information we’re asking for?

You’d be surprised how often your CTA issue is offer-related as well as copy-related. Too many marketing managers are focusing on fixing their landing page copy, when … Read the rest

July 6, 2017  Tags: , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

5 Lessons Learned from 100,000 Usability Studies

Posted by Phil Sharp

It happens all the time.

People get confused, frustrated, and angry while using websites. They sigh, they groan, and sometimes they even shout. I see it happen with my own eyes each and every day.

Over the years at UserTesting.com we’ve literally watched hundreds of thousands of usability studies, which gives us a unique perspective into some of the most common issues that impact users. I’d like to share five of those insights with you.

1) Avoid multi-level navs

The person in the video below is struggling to move her mouse through multiple levels of navigation. Just when she thinks she’s made it to the item she’s looking for, the entire navigation disappears. We see this every day on many different sites and it always frustrates the users.

This person is having a hard time using the site’s navigation.

A fix to consider

One possible alternative to this type of navigation is to … Read the rest

August 28, 2013  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

A Tale Of Two Studies: Google vs. Bing Click-Through Rate

Posted by Slingshot SEO

Howdy Mozzers! You may remember us from our last study, Mission ImposSERPble (we know, that title was way better), but we're not done yet. After we finished with Google, we started in on Bing. Releasing A Tale of Two Studies in October we shook the foundation of my very desk, by jumping up and down like giddy school girls. But it wasn't all jumping and data. Our findings provided us with a terrible truth.

Did you know that every month, roughly 117 million searches are made for the keyword " google" in Bing? Yeah. Scary.
 
Now for the highlights: Results from the Google study showed that CTR was 18.2% for a No. 1 rank and 10.05% for a No. 2 rank; results from the Bing study showed that CTR was 9.66% for a No. 1 rank and 5.51% for a No. 2 rank.
 
And so that I wouldn't have to write … Read the rest

December 6, 2011  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Lessons Learned from 21 Case Studies in Conversion Rate Optimization

Posted by Paras Chopra

Conversion Rate Optimization (CRO) is the newest darling of Internet Marketers, after all what good is traffic if it doesn’t convert. Unfortunately (or fortunately, depending how you look at it), unlike Pay Per click (PPC) marketing, CRO isn’t a game of how much money you can throw. In fact, this field requires as much creativity, as it requires monetary investment. That’s what makes conversion rate optimization a fair arena. Your well-funded, bigger competitors can of course beat you at generating more traffic but they can’t beat you at the conversion rate game (unless you allow them to).

Every website has unique conversion goals, so the approach to conversion rate optimization is unique for every website. You should not expect to follow tips from a “best-practices” article and boost your conversion rates instantly. Chances are high that what worked for others may not work for you. So, the biggest step in increasing conversion rates … Read the rest

August 7, 2010  Tags: , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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