Here is the painful truth: Visitors do not care about you or your company. They come to your site with different objectives and goals fueled by unique personalities and many times just browsing or surfing the net. So, what can you do to persuade them to take an action?Read More
An old client of mine called in yesterday to ask for some help. I helped architect an enterprise e-commerce website back in 2001. The website integrated with a complex back office solution (SAP/ Oracle) that handled all the counting aspects of the system. The client was hoping to upgrade portions of the system to allow visitors to their website to enter coupon codes. Also at surface this may seem to be a fairly forward and easy to implement task, however, it must be said that there are usually some technical challenges when attempting to integrate several systems. As I …Read More
- February 12, 2008
- Sales & Marketing
One of the most important ways the internet revolutionized marketing is by adding true accountability to it. Pre-internet there was no real way to measure the result of running marketing efforts. There was a clear separation between spending money on a marketing campaign and getting some measureable and quantifiable results for that campaign. There were no tools to give real detailed data on the success of a campaign. And even in the cases where some information could be collected, most marketing professionals did not care much for it since after all it’s the job of the accounting department to …Read More
Conversion optimization is one of the greatest developments in modern day marketing. During no other time were marketers ever able to get instant feedback on a marketing initiative, adjust it accordingly and receive even more accurate feedback. Multivariate testing has been at the heart of any conversion optimization approach. Yet I am reassured, one client after the next, that that Multi Variant testing is one of the main factors that reduces the quality of optimization work. One of the pleasures of attending the computer science program at the University of Texas at Austin was having the occasional chance to attend …Read More
Viral marketing, buzz marketing, word of mouth marketing, grass roots marketing; call it whatever you like, but getting people to talk about your product or service is marketing at its best. Forget about your marketing department promoting your company, and let’s talk about everyone “else” doing the marketing for you. Of course, it’s easier said than done. The problem is not in the “what” but in the “how.” If it were that easy to create a viral marketing campaign, everyone would be doing it. But that is the beauty of the whole thing. Not everyone can do it. I …Read More
You might have heard various numbers about how many seconds the average person is willing to spend looking for what he wants on a website before leaving to look elsewhere. It is difficult to get a trustworthy measure of the average and many companies with the resources to get truly accurate stats would not disclose it anyway. I have heard numbers as low as 7 seconds.
Whatever the average time, the fact is people are impatient online and you will not change that. As a matter of fact, the situation will probably get worse as bandwidth gets bigger, sites …Read More
It sounds all too familiar: limited budget, limited resources and a website that does not generate enough revenue, right? So if this is you, where should you start? If your online sales are low then conventional wisdom tells you to bring more people to your site. It is a numbers game after all, isn’t it? The more people you bring, the higher are your chances of converting more of these visitors into actually clients. Of course companies that sell conversion optimization services would disagree with this completely. But just like many other realities online, the truth is somewhere in …Read More
I learned the hard way that I make too many assumptions when talking to prospects as I was going through a presentation for a website conversion optimization project. Part of the presentation dealt with the math behind site conversion. Nothing too complex, just the basics, or at least that is what I thought. The puzzled look on the faces of the two managers was funny as well as thought provoking. On the negative side, I do not think that client will sign up with our services. On the positive side, the experience gave me a topic for my next …Read More
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