You Need More Than Just Google Analytics To Succeed Online

blindfold_shutterstock_122908486 If you want your online business and campaigns to succeed, Google Analytics will not meet all of your measurement needs. That may seem like crazy thinking because GA has a huge array of capabilities. However, there are many areas where we have better tools for understanding visitor behavior such as interaction, user sentiment and impact from change. Without using these tools to gain insight, you will not be as successful as you can be. So, if GA isn't enough, where do we turn for gaining the insights we need into visitor behavior? I wish there was a single tool with everything ne [...]


Conversion Optimization: Measuring Usability In The User Experience (UX) – Part 1

usability-components Here is the scenario: I am speaking at a conference about the 7 Facets of the User/Searcher Experience. Whenever I can, I try to provide case studies and usability test results to help illustrate each facet. Inevitably, there is somebody in the audience that stereotypes search engine optimization (SEO) professionals. What could an SEO possibly know about the user experience? From my perspective, usability is at the top of my UX list. Findability is intricately intertwined with usability. People can't use what they can't find. Through field studies and multiple usability tests, I learned [...]


In Lead Gen, Sometimes Broader is Better

lead generation Today's marketers are laser-focused on targeting. It makes sense -- the idea of picking out who is most likely to buy your product is the ideal situation. In the all-you-can-eat data buffet, reaching our audience and only our audience is relatively easy, and it has become the definition of efficiency. Unfortunately, in lead generation, targeting that narrowly isn't always the best solution. Let's say, for example, that your target (like everyone else's) is the CMO. You set up filters to ensure you're reaching that most senior marketing executive and no one else. Decision makers only. Bud [...]


4 Elemental Problems With Low Converting Web Pages

The Vinegar and Baking Soda Reaction As “power” marketers, our work can look more like scientific experiments than creative campaigns. More and more, power marketers make decisions with data. The collection and interpretation of this data requires a new set of skills. Nonetheless, the goal remains the same for our online initiatives. We want to get a reaction from our visitors. We want to get them to do something. Complete the form. Download the document. Buy the product. Subscribe to the list. Water the camel. When we aren’t generating reactions on our site, we can see the results clearly in analytics. High b [...]


State-Level Usage Statistics: How They Can Be Leveraged

retargeting-spying-binoculars-featured For many brands, regionalization of marketing programs represents a key pillar to their overarching strategy. Particularly for those companies operating nationally, it's often difficult and costly to target consumers on a very granular level. Regionalization allows marketers to look at trends across a slightly larger area -- typically several adjacent states that share some cultural elements -- and create campaigns that are more relevant for consumers in that area as compared to national initiatives. However, this strategy can overlook some unique qualities of individual states and cities. [...]


Conversion Optimization For E-Commerce Shopping Carts

shoppingcart E-commerce websites come in all shapes and sizes, but they all have one thing in common: the shopping cart. For something that is so easy to do in real life, the online shopping experience is usually done so badly you'd think some companies were trying to turn away shoppers. Those companies that get it right find themselves on the Internet Retailer 1000 list. When you don't have an e-commerce team to make regular changes and ensure that people find what they want and buy more stuff, what should you be doing to increase conversions? When 1% Means 6 Figures You need to create a clear pictur [...]


4 Things Online Marketers Should Know About User Experience (UX)

browse-ask-search Many people like to use the term user experience as a reason to justify their website design, development, search engine optimization (SEO) and content decisions. Why are we migrating to a responsive design? Because it's good for the user experience. Why are we implementing structured data? Because it's good for the searcher experience. Why do we have to create a blog and write new posts every day? Because it's good for the user experience. Why are we decreasing the download time of our web documents? Because it's good for the user experience... and it's good for search engine rankings, too [...]


How To Generate Money-Making Test Hypotheses

Game site We were contacted this week by a company that offers hundreds of online games all on one site. The site's home page displayed dozens of colorful tiles, each linking to a game. To find out how we might improve on this, I went straight to our online gaming expert: my 13-year-old son. I sent him a simple email: "How can we make this site better?" Here's what he wrote back: I think it needs a more home-like homepage. It looks like it's jumping in to the "pick a game" attitude a bit early. A homepage that shows the most played and featured games that also includes tabs at the top listing the [...]


6 Analytics Tips To Predict Your Online Marketing Revenue In 2014

Crystal Ball Though 2014 has just started and most budgets have been allocated to individual acquisition channels, it is not too late to analyze how to best utilize those budgets over time. In order to do so, one should not confuse short-term goals with long-term goals, since the long-term ROAS will eventually tend to be greater than you are currently seeing. Below are six items online marketers should factor in when defining their short-term goals based on predicted long-term returns… without the help of a crystal ball! 1. Measure The Average Time Lag From Impression To Conversion This lag indi [...]


Simple Optimization Tests Everyone Can Run

Always test the obvious. Doing engagement and conversion optimization can get pretty complex, especially when it involves multivariate testing on live e-commerce websites. But, there are so many things that even small websites can do, without an expert, to help increase the number of conversions, sales and visitor engagement. We often talk about some really advanced topics here on Marketing Land, but I constantly find companies either doing nothing or trying to run really advanced testing without having even tried the basics. Five Simple Ideas For Improving Conversion Rates I wanted to highlight some of the e [...]


Take Control Of Your Visitors’ Eyes

30-120-Radiosity3000-Roof Learn how to use images and copy to control your visitors' attention. Websites are an important part of most businesses these days. They are essential to communication, providing cognitive clues to the authority of the business and providing sustaining methods of completing transactions that correspond directly to the bottom line of the companies that use them. The myriad opportunities to maximize this ROI are often wasted, however. Research by usability expert Jakob Nielsen found that fifty-two percent of screen space was completely wasted in 2013, more than in 2001. Some designers espou [...]


‘Twas The Week Before Christmas [The Digital Marketing Version]

shutterstock_162542435-stockings 'Twas the week before Christmas, and all through the marketing team, Every person was busy, a few ready to scream. The landing pages were published to the website with care, In hopes that buyers soon would be there. The analysts had their noses to their computer screens, While visions of high conversion ratios danced in their dreams. Our VP and me had our Salesforce dashboards in view; I think he wanted to leave, and, to be honest, I did too. When out of the server room there arose such a clatter, I raced to my cube to see what was the matter. Opening new windows, I typed with a flas [...]


An Expensive E-Commerce Game: Product Page Roulette

image_thumb41 Like so many online shoppers, we sometimes have trouble making buying decisions here at Conversion Sciences. However, most online shoppers don't have access to the special tools we have here in the lab. This is a story about how we used our optimization tools to tell us which website we should buy from. There are some important lessons here for you if you work on an e-commerce site. Roulette is a game of chance. Your product pages shouldn't be a game of chance. Product Page Roulette is a geeky game we invented to tell us which sites are gambling and which are changing the odds by testing [...]


Marketing Technologists Are The Secret Weapon Of Conversion Optimization

Marketing Savvy vs. Tech Savvy I've been working in the conversion optimization space for over seven years. (My company offers a software platform for creating and testing app-like, conversion-oriented landing pages and microsites.) While I am continually amazed by the innovative tactical ideas that people working in conversion optimization invent, regular readers of my column may note that I tend not to talk about them here. Instead, I gravitate toward broader concepts, such as agile marketing and developing a culture of testing (or both). Why? Because over the past seven years, with the benefit of seeing hundreds [...]


8 Often-Overlooked Opportunities To Authentically Thank Your Customers

Thank You First impressions are important. We all know that. Marketers spend a great deal of time on improving that first impression. They build beautiful websites, gorgeous campaigns, and pick their words specifically to capture interest that very first time a consumer finds them. But what about after they convert? Are you spending as much time improving your "thank you"? Today's consumer expects to be delighted at every step of the customer journey, including -- perhaps especially -- once they have committed to you in some way (transaction, registration, comment, share, etc.). That is a moment at wh [...]


Your Homepage Is THE Landing Page

zendesk Your homepage is probably the most visited page on your website -- in fact, for the majority of websites, it typically receives more than 50% of all visitor traffic. In light of that, shouldn't it be converting more visitors? You may want to start thinking of your homepage more like a landing page that is uniquely designed to convince visitors that you can meet their needs or solve their problems. If your homepage isn't driving visitors to take some type of an action -- especially if it has a high bounce rate -- then it can be improved to drive more sales. Convert Like You Mean It: Goals [...]


No, Really, You Should Test That

You Should Test That by Chris Goward "You should test that." It's a phrase that Chris Goward, founder and CEO of marketing optimization agency WiderFunnel, has probably uttered at least a thousand times. Having participated on a number of conference panels with Chris over the years -- a real treat, by the way, if you ever have the opportunity to hear him present -- I've personally heard him give that answer to a number of great questions from the audience. Should I use complementary colors for my call-to-action buttons? Should I have site navigation on my landing page? Should I use a product image or a photo of a person [...]


What Happens After The Conversion

Somebody visited my website! Now what? Woohoo! Someone filled out a form for your whitepaper or webinar! You've given them what they asked for, but now what? This one conversion probably doesn't make them a customer. Should you rush to have a sales person call them to schedule a demo? What do you really know about this person, and should you spend your time trying to turn them into a new customer? In my last article, Rethinking The Lowly Thank You Page, I talked about things you need to do to create a better conversion experience with your audience. But, as you can imagine, there is much more to it if you really want to exce [...]


Search. Browse. Abandon? How Automation Converts Browsers Into Buyers

Click to enlarge [caption id="attachment_53446" align="alignright" width="300"] Image via Shutterstock[/caption] Any marketer (at least one who hasn't been living in a cave without Wi-Fi) knows the potential of search traffic in regard to driving sales. But exactly how much use can really be made of the potential customers driven to a site through search engines? Sometimes the details are a bit hazy with direct attribution hard to pin down. Marketers can drastically increase the rate at which they convert those few words in a search box to the holy grail of end results -- a valuable sale -- by correctly [...]


Marketing Power Processes: The Lord Of The Rings

telephone-ch As marketers, we are dealing with a power crisis. We have more channels than ever to get our message out, and yet have fewer resources with which to utilize these channels. We must be proficient in a variety of skills to even manage our teams. This is a huge challenge when change occurs faster than we can get up our learning curves. To become an indispensable marketer, it is important to choose some things that have a visible impact on the business and that we can master within a reasonable time. I call these Power Processes, and I'll be presenting several over the next few months. To [...]


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