• 4 Essential rules to creating persuasive webcopy

    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?

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  • The missing link in the design of e-commerce websites

    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

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  • Which converts more: Long copy vs. short copy

    The debate on whether to use long copy as opposed to short copy has been ongoing for a few years now, and still there isn’t a concrete answer.  There will be no right answer ever because it ultimately depends on your product, target market and the role of each page of your site.  There isn’t a “one size fits all” rule about anything within the realm of conversion optimization, and that definitely applies to long copy as well. The more important question to consider is how do I decide, based on my target market and product, when to use long

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  • 9 Deadly mistakes of e-commerce sites

    All e-commerce sites are designed to get the site visitor and prospective customer to make a purchase. Everything in the site must lead to that desired action. There are many issues that must be considered such as: How easy is it to navigate your site? How fast do your pages load? Can users find what they are looking for? These are a few of the most common mistakes ecommerce sites tend overlook:

    1. Poor product images- Large images swallow precious time and increase FUD’s (fears uncertainties and doubts) because of the longer loading periods. So make sure to edit and

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  • So how do you create personas for your site?

    How can you create a persona for your site? Let’s look at a real life example. Best Buy  scanned their market, reviewed customer profiles and buying habits, and came up with the perfect target client. One that doesn’t know much about electronics, is easily swayed by a salesman, and is in a rush to get it and get out of the store: the “soccer” mommy.  After researching their sales stats etc., the soccer mom was the perfect target customer.

    Their training efforts, store set-up, and customer service are all geared towards helping her, “Jill.”  She’s the perfect customer; her

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  • Performance Marketing: Rethink your marketing campaings

    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

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  • Personas: Understanding the 4 main temperaments

    We’ve discussed the concept to personas in depth. We’ve reviewed the difference between personas and market segmentation. And finally, we discussed why personas are so important in the first place.

    This blog will shed light on the 4 main human temperaments. There are many human characteristics and temperaments, all of which can be divided (for our purposes) into four main categories: logical, caring, aggressive, and implusive.  Each temperament requires careful consideration of the copy structure, tone and general lingo.  And each of your personas will have one or more of these temperaments. So how can you cater your site to

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  • A case against multivariate testing

    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

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