By now, most marketers are familiar with how online advertising works. First, you place an ad to connect with your audience. Second, bring them back to your site. And third, try to push them through your sales funnel to a transaction. But why do so many marketers stop with step one? Perhaps if they knew [...] →
In the first post, I discussed the high-level tenants for driving sales online, which should drive a landing page optimization campaign. This post is going to get more specific now about design, marketing copy, and implementation. The goal is to provide an actionable 4-step framework for evaluating and improving your landing pages: RESEARCH When [...] →
This is now the third in a series of three blog posts, providing a comprehensive overview of landing page optimization. The first post discussed laid out the 5 tenants for effective online selling. The second applied those concepts to design, marketing and implementation best practices. We are now ready to discuss how testing analysis form [...] →
This week I had the opportunity to attend the Web Analytics Association (WAA) Symposium in Santa Monica. Overall it was a well put together event, and while there weren’t a lot of actionable tactics to take away, there was an abundant amount of strategy level discussion. Here’s some of what I took away: Attribution [...] →
Google Analytics suffers from a perception problem. It is the most commonly used website analytics package most likely because it is free and easy to use . But few are compelled to truly discover what is possible with Analytics. Whatever the reason, there is a lot of power under the surface that I think many [...] →
Optimizing a site can mean many things. If you’re an eCommerce site, probably means optimizing your landing page, hiding your navigation so as not to distract, and pushing visitors toward the goal of a transaction receipt page. For small business and service professionals, it may mean getting someone to fill out a form. Or if [...] →
Ah, quality score! We’ve all probably had that experience of creating AdWord campaigns, spending hours teasing out our keyword lists into proper ad groups, and waiting for Google to start sending us traffic. We check back the next day only to find the traffic did not come. But what happened? Provided that you didn’t violate [...] →
I’ve seen first hand just how much money some blogs can make from AdSense while others struggle to make anything. A lot of this is driven by how much traffic you get to your site, but there are a number of other factors that you may not have considered, if you are not a content [...] →
Dave McCLure gave a speech at Seattle Ignite where he introduced what he called his “AARRR” customer lifecycle model. The goal with this model is to illustrate the various segments of the funnel that a business must acknowledge and master. The 5 stages are as follows: 1. Acquisition – Think about how you’re obtaining those [...] →
I have done a number of competitive analysis reports in recent past in which my goal was to understand who the competitors are and how entrenched they are. Understanding this would better help me to understand whether a market is too mature or is worth entering. Below are a few tools that I’ve found useful: [...] →