Why Your Customers Hesitate to Buy (And How to Fix It Fast)

How do I get up there? One safe step at a time. In the early years of conversion rate optimization (CRO), there was a long-running joke that testing was simply about “turning a button green” and hoping for miracles. We still smile politely when it comes up, but that’s because we know the twist. Buttons do matter. Hugely. Our Wins Database has hundreds of tests that prove it… just not in the way that the joke implies. What matters isn’t just the color, of course, it’s the message. Buttons (and other types of call to action) represent a moment of commitment.

This is part five in a series about 4 Frameworks To Grow To $100M+. Subscribe to get the rest of the series. In the introduction I explained there are two types of companies: Tugboats, where growth feels like you have to put a ton of fuel in to get only a little speed out. Smooth sailors, where growth feels like wind is at your back. The difference between these two are not the common mantras of build a great product, product market fit is the only thing that matters, or growth hacking.  In part two, I talked about why we should think about Product Market Fit as Market Product Fit, how to lay out your Market and Product hypotheses, and how understanding whether you have Market Product Fit comes down to Qualitative, Quantitative, and Intuitive indicators. In part three, I covered Product Channel Fit - the concept that products are built to fit with channels, channels are not built to fit with products.   In part four I covered Channel Model Fit - that channels are determined by your model.  I went through the ARPU ↔ CAC spectrum and how your product and product tiers need to align on this spectrum.  In part five I covered Model Market Fit - your model influences the target market and vice versa.   Through out the series I've tried to highlight three key points: 1. You need all four Fits to grow to $100M+. 2. You can't think about the four Fits in isolation because together they form an ecosystem for growth. 3. You need to constantly revisit the fits because they are continuously changing, or breaking down. Let's walk through each of them individually in more detail. 

Most CMOs approach AI as a technology problem to solve but it's actually a brand strategy problem. And the brands that treat it that way will have a significant competitive advantage over those that don’t.

The post Stop building better tech. Build a better brand. appeared first on Siegel+Gale.

There are few—if any—brand leaders that purposely create bad customer experiences. Those experiences are usually unintentional. That said, we all know that bad experiences still happen. We deal with them all the time in our personal lives. And in our work, we continuously do our best to prevent and recover from them. Perhaps bad brand […]

Written by Ludo Antonov and Casey Winters

A Google Search Console glitch resulted in a message to site owners implying that impressions have only just started being reported.

The post New Google Search Console Message Glitch Gives SEOs A Scare appeared first on Search Engine Journal.