How to Choose the Right Fonts

  Day 29: Demystifying typography Let’s jump back in time shall we? What if the text on your screen looked like this: You’d probably think it’s a joke right? Or maybe some company bringing the old 80s back. Imagine having to read this post on a wall of green text like that… Well thanks to […]

Why Is White Space So Important?

Day 28: The art and science of white space White space is quite an abstract concept isn’t it? You kind of know what it means but, really, you don’t. Most people view white space as a passive element in design. Something that happens to be there as a consequence of all the other stuff you […]

Creating Effective Call To Action Buttons

Day 27: Lead users through your funnel with better CTAs What is a Call To Action? The term most commonly refers to “any device designed to prompt an immediate response or encourage an immediate sale”. You see how the immediacy is the center of the definition. That’s because CTAs back in the days of brochures, […]

The Use Of Color Psychology In Marketing

Day 26: Let’s talk about emotions and unicorns…and color Color matters. Need proof? Have you ever wondered why we usually dress our boys in blue and our girls in pink? No? Me neither (even though it’s an interesting story). That’s how much color is ingrained in our brains. It’s so powerful that for cases like […]

How to Add Visual Hierarchy to Your Design

Day 25: Let the squeaky wheel get the grease “All the news that’s fit to print”, this was The New York Times’ motto when it was founded in 1851. And this was what the first page looked like: Yep, they really did try to fit all the news they could, didn’t they. Apparently along the […]

4 Elements Of Persuasive Copy

Day 24: Your pre-flight checklist for uber-persuasive copy Just like cabin crew goes over a pre-flight checklist to make sure nothing is left to chance, it’s important that, before you launch new copy on your site, you go through a copy-editing process. Copy-editing= going over your sales copy to make sure it’s both grammatically correct […]

Overcoming Sales Objections With FAQs

Day 23: Reading your visitors’ minds Ok, so let’s say your site is full of new shiny social proof in the form of testimonials, working 24/7 to instill trust in your visitors. Is that enough? After all, just look at those happy customers! If there’s one thing we’ve learned working with clients in different niches […]

How Testimonials Will Help You To Build Brand Credibility

Day 22: How to use fan mail to increase credibility Today’s lesson is all about credibility. This is the real difference between a purchase and a “No thanks”. Let’s take the rise of the ‘Guru’ as an example. There’s literally a ‘Guru’ for everything now. I wouldn’t be surprised if there was a toilet paper […]

How to Match Your User’s Expectations

Day 21: Make it easy as 1, 2, 3 to get customers It’s pretty obvious that our expectations of possible outcomes influence our behavior. This is true in any situation and the online purchase process is no different. How do people form their expectations? I like this definition: “Expectations are determined by a combination of […]

Benefits vs Features – Why You Need Both To Sell

Day 20: The “Ok, so what?” test Have you loosened up your copy since last lesson? Bet it feels way more relaxed. In just a moment, we’re going to put it to the “Ok, so what?” test. But first, I’d like to tell you a bit about how to get your readers to nod along […]

The Counterintuitive Secret to Killer Sales Copy

Day 19: Elementary school english > your copy Richard Branson, Virgin’s founder once said: “To me, business isn’t about wearing suits or pleasing stockholders. It’s about being true to yourself, your ideas, and focusing on the essentials.” When we think about copy, the equivalent of wearing suits is when businesses use jargon and fancy words, […]

How to Write Customer Centric Copy

Day 18: Why narcissists love good copy Have you ever said that you’d love for a psychologist to analyze your brain and tell you everything you don’t know about yourself? I know I have. Why would we like this? I’ll tell you why, because it’ll be all about do-re-ME! Which is why 90% of things […]

How To Write An Effective Landing Page Headline

Day 17: You’re making the headlines! I bet you’re feeling more confident about the potential of your business after our last lesson! Did it take you long to discover what’s unique about it and how you’re going to dominate your niche? Now it’s time to spread your message and let the world know you’re on […]

What Makes Your Business So Unique?

Day 16: What makes you so great? Huh? Last lesson we talked about how to clear up your website message so your visitors know what you do. How did the user testing go? Were you surprised by people’s reactions? You may have found that people know exactly what you do and who for, or they […]

How To Properly Communicate Your Value Proposition

Day 15: It’s like speed dating, with money on the table First impressions matter, in business, dating, life in general. The same is true for your website. In a recent study, researchers have found that “visual appeal can be assessed within 50 ms, suggesting that web designers have about 50 ms to make a good […]

What Do Your Visitors Expect to See on Your Website?

Day 14: Does your site smell like shit? Ever wanted to check out a shop because of the way it looked from the outside? Cozy, inviting, cute. It just clicked with however you were feeling in that situation. Something like this: So you went inside… only to find out that this is what the store […]

How To Fix Navigation Mistakes That Are Ruining Your Website

Day 13: Guide your users out of the maze (or don’t build one) Imagine for a moment that you’ve built an amazing garden and opened it up to the public. Your garden is filled with exotic flowers and offers views people could have only dreamt of until now. Problem is – your garden is a […]

How To Structure A Landing Page That Actually Converts

Day 12: Your compass for persuading visitors What do you write on a page and in what order? How long should the page be to convert? These are questions we often hear in our teardowns and it’s understandable. After you’ve done all the research, you find yourself with a pile of documents and no idea […]

2 Questions to Consider When Building Your Pages

Day 11: Not even the Romans could see through this trick Have you ever been left completely dumbfounded by a magician? Take for example the “cups and balls” trick in this video. If you’re like most of us, your jaw probably dropped at some point during the act. And it’s been this way for a […]

The Importance of Customer Avatars

Day 10: Remember Jannine? We’ve come to the final lesson of part 2 – customer research. And we want to kick you into part 3 with a bang! We’ve learned how to collect data by carrying out customer research, such as: email surveys, looking at testimonials, support requests, and your FAQ. Now, you’re going to […]

How to Write a Customer Survey That Gets Responses

Day 9: Eavesdropping on your customers How great does it feel to finally have some solid data to back-up your business decisions?! I bet you feel on top of your game 👊 Today’s lesson is even better. We’re giving you another goldmine source of rich data, AND… You’re going to learn how to collect money […]

How to Collect Your Customer Data

Day 8: The scientist approach to business A BIG argument has been going on in the marketing world for the past decade – is marketing an art? or a science? On the art side of the argument, marketers say that it takes human creativity to connect to humans – which is true. On the science […]

Do You Really Know Your Customer?

Day 7: Who’s that customer? Why’re they here? Following on from what we learned in the last lesson, we’re going to shine a light in your eye and test your knowledge about your customers a bit. How much do you know them?

How to Use Your Customer’s Voice

Day 6: Fishing for people By now you should have your foundations in place. We’ve been making sure your house won’t crumble to the ground. And that you have the tools to measure your progress. We’ve also talked about the importance of conversion research and about the most important principle you should follow when optimizing […]

How to Understand and Track Your User’s Behavior

Day 5: Let’s stalk your website visitors We’ve seen how knowing your numbers with Google Analytics can help you keep track of your user experience through your funnel. But actually, numbers only give you a part of the picture. To truly understand how users behave on your website and make the right changes, you need […]

Top 11 Google Analytics Reports You Should Look at And Why

Day 4: How to turn a minefield of data into a gold mine “You can’t manage what you can’t measure”, management thinker Peter Drucker said. Strategizing and brainstorming are all great, but to REALLY grow your business, you need to measure and look at real-world data. A lot of small online businesses shy away from […]

How to create a user journey map

Day 3: Why funnels “suck” You’ve probably heard about conversion funnels. Talking about optimizing and automating your funnel has become every marketer’s favorite pastime lately. Everybody has got their own secret formulas and tactics, using this or that tool. And a lot of business owners seeing the success some of these people are getting, want […]

What conversion metrics & KPIs should you track?

Day 2: Finding your North Star So you want to increase conversions right? Let’s say you’re a CRO genius, your design and copywriting skills are unparalleled. But you have to work on a business you know nothing about. How would you know if you’ve improved or not after a redesign or after any change? Let’s […]

Screw conversion rate optimization best practices

Day 1: The dirty secret CRO agencies don’t want you to know A ton of the people who hear about Zeda Labs, find us after stumbling on our work on the 16 Personalities’ website or hearing about it through someone else. Compliments vary from how the illustrations are “so cool”, to how we were able […]