All posts by Stephen Da Cambra

  • It’s the 2014 Holiday Sales Landing Page Ambush

    2014’s holiday sales season is in full swing and so far the reviews are mixed.

    According to the National Retail Federation, overall retail sales, including online and in-store, were down 11% from 2013, to $50.9 billion, for the kickoff Black Friday weekend.

    And there were more slumping sales figures (vs. 2013) in the NRF’s research:

    Overall, about 134 million people shopped over the 4-day weekend, down 5.2% Average sale per online customer is down 10.2% to $159.55 Average total spend per shopper over the weekend: $380.95, down 6.4%

    Despite the disappointing early data, the NRF sticks by its optimistic prediction for

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  • Don Draper Shows Us How to Develop a Unique Selling Proposition

    The character of Don Draper, the dapper protagonist of the multi-Emmy Award winning program Mad Men, is a composite drawn in part from a number of real-life advertising people.

    Draper’s professional accomplishments are said to be based on those of Rosser Reeves. Among other notable contributions to the profession, Reeves helped develop the idea that advertising must highlight a product’s Unique Selling Proposition (USP – sometimes referred to as unique value proposition or UVP).

    Reeves’ more famous applications of the USP principle include “Melts in your mouth, not in your hands” for M&Ms candy, and “Better Living Through Chemistry” for Dupont Corporation.

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  • How Triggers Add Focus to Your AB Testing

    In the simplest terms, your customers choose to buy from you because of what makes you and/or your products different.

    If they find no difference between you and your competition, they have no mechanism with which to make a purchase decision.

    They have no trigger to buy.

    Understanding that simple fact can bring time-saving focus to your AB testing program.

    If you follow conventional testing wisdom, you will maintain an ongoing program of testing every element of your landing pages, email messages, product pages, etc., to find what improves conversion rates and what doesn’t.

    But the consequence of the

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  • The Rut That Ruins Your Conversion Rates

    How can your conversion optimization project be in a rut? You have an ongoing AB testing program, you stay on top of your analytics’ conversion goals, bounce rates, traffic sources, etc., and you know which are your best performing digital marketing channels.

    You’re set.

    And there’s the rut.

    You’re never set.

    Everyone knows how fickle customers can be and how constantly digital marketing evolves. Yet we continue to pour more resources into finding set-play solutions to most of our digital marketing hurdles. While we are convinced of the efficacy of being constantly aware and reactive to many digital benchmarks, those

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  • Email Ambush – A Critique of the Conversion Tactics Found in Your Inbox

    Critical reviews of at least some of the promotional messages in your email inbox is like doing your conversion optimization homework. It exercises the lessons you learn from testing and experience. Someone could talk to you all day long about the benefits of matching subject lines to headlines, but until you experience a spectacular failure, or feel a bond to a well-matched message, you really don’t make an emotional connection with the lesson – and you don’t learn it as well.

    Landing Pages & Email Messages: They are two separate channels with significant differences, from purpose to personalization. But

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  • The Landing Page Makeover Guide – 7 Tips for Higher Conversions

    Does anyone fully appreciate the critical importance of every element of their landing page strategy and design towards the overall success of their entire digital marketing campaign(s)?

    It doesn’t seem so, judging by the majority of landing pages we come across.

    Whether you’re trying to generate leads or make a sale, your landing page is the most crucial element of your entire digital campaign. It is the ultimate tipping point in a series of tipping points. It is where your visitor either becomes a lead or customer – or scampers away unconverted.

    And that’s why landing pages are so important. If there

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  • Want to Improve Your Customer Journey Maps? Listen to … Your Customers

    It starts before they arrive and doesn’t end when they leave.

    You may never know where the journey of discovery, engagement and conversion begins for your customer in relationship to your business and/or its products. It may start in a conversation overheard in an elevator, or with the glimpse of a package, or in some other unknowable way.

    And while the starting point may be difficult to pinpoint, you should do everything you can to make sure the end point never arrives. It’s less expensive to re-engage repeat customers and they generate five times more revenue per visit than first timers.

    Customer

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  • Free Shipping is So 2013 & Other Thoughts to Improve Online Customer Experience

    Conversion rates are five to ten times higher in bricks and mortar (B&M) stores than on ecommerce sites.

    Why? What are the differences between a B&M store and an online store that would account for such a huge gap?

    While the answers are many and varied, in both cases, customers’ in-store experiences are a major determinant of whether they convert. Did they easily find what they were looking for? Did they have a good impression of the store? Did they get through the checkout in a reasonable time?

    If ‘customer experience’ is paramount to conversions, then you need to look

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