• Hit a Buyer Persona Bull’s-eye: Ask Target Markets the Right Questions

    Many business owners erroneously believe that gathering information about target markets is enough to build their buyer persona marketing arsenal. Not so! Think of getting to know buyer personas as slicing through a cake- you can’t cut a perfect piece without cutting through all the layers first.

    The usual marketing questions don’t suffice when creating buyer personas. Using educated guesses can have your marketing team working overtime and just plain guessing can leave you confounded. While knowing certain descriptors of your target market (age, sex, location) can get you started in the right direction, you’ll need to go that

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  • Don’t Sell Yourself Short by Discounting Buyer Personas

    I feel compelled to comment on a new trend perpetuated and identified by other marketing bloggers. Amazingly, there seems to be an anti-buyer persona movement. That’s probably a little dramatic. What’s really happening is that some marketing bloggers have begun to question the effectiveness of using elaborately detailed buyer personas to market and sell products. It just so happens that they’re doing it at the same time and it appears like an avalanche in the marketing blogger world.

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  • Psychology, Conversion Optimization and Ethics

    We don’t think about emotions much when we consider optimization. But isn’t it conceivable to say that no decisions you ever make are based purely on reason? I mean the basis of your reason is driven by several emotional factors in your mind. Sometimes your brain completely eliminates certain decisions choices based on emotional factors. When we’ve discussed personas in the past, we’ve noted how important it is to get understand the user, but more importantly is getting inside a user’s head. We like to dig deep and  understand what works and what doesn’t and how they “FEEL” about certain

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  • Turn Your Landing Page’s Call-to-Action Into a Rallying Cry

    Note from Khalid: This is a guest post from Samantha Gonzales

    Business is war. Any serious entrepreneur will tell you so. But businesses with online presences face especially difficult battles because of how easy it is for potential customers to choose competitors’ businesses over their own.

    The Internet has made it easier for prospects to find your business, but it’s also made it easier to leave it. Gone are the days when customers had to visit brick-and-mortar establishments and make decisions to do business on-the-spot. Also absent are the business owners, sales people and other representatives that could sway

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  • Measures Beyond Analytics: Getting A Well Rounded Picture of Your Sites Success

    Note: this post is a guest post by Ms. Katie Gatto . Your feedback is really appreciated.

    When most people think about how they will measure the success of their blog they look to the numbers that are provided by their analytics.  While these numbers can be a helpful in figuring out your blog’s traffic and its sources, far too many people rely on the measures provided by analytics as a sole source of data.  By doing this you are cheating yourself out of a complete measure for your blog’s success.

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  • Lessons from 12 Years of Building E-commerce Websites

    Creating a successful e-commerce operation is no easy task. Take the grueling process of creating a successful company offline and add to it a multitude of complexities from online marketing challenges to technical issues and you have an ecommerce operation. When I reflect back on my experience during the last 12 years in creating ecommerce websites and online portals, it is difficult to contribute the success or the failure of an ecommerce operation to a single issue. It is usually a culmination of several issues that can make or break the company. And I’ve learned from seeing ecommerce sites fail

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  • Analysis of the Top Converting Online Retailers: Homepages (3)

    In the last post of this blog series, I reflected briefly on the homepages of ProFlowers.com and 1800Flowers.com, the two top etailers in the category of gifts and flowers. Remember, the reason I decided to explore this category in the first place was the fact that in June Proflowers.com, 1800Flowers.com, and FTD.com all made it to the top 10 e-tailers sorted by conversion rate as reported by Neilsen Online with over 20% conversion rate each.

    Amongst the top 500 retailers, in the vertical of flowers/gifts are two sites that clearly have sizable revenue, but are not doing as well

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  • Analysis of the Top Converting Online Retailers: Best Homepages Part 2

    In my previous blog, I shed light on the category of gifts/flowers that makes up 15 of the top 500 e-commerce sites. Additionally, 3 of the top 500, ProFlowers, FTD, and 1800Flowers.com, have been ranking in the top 10 e-tailers by conversion rate according to MarketingCharts.com for the past few months. So after reviewing some interesting stats, let’s take a look at 5 of the top 15 site’s homepages: ProFlowers, 1800Flowers, FTD, JustFlowers, and GiftTree.

    Of course, the first page that pops up after visiting any ecommerce site is the homepage. Its role is crucial in keeping the site visitor

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    Conversion Optimization

    The Art and Science of Converting Prospects to Customers

    By Khalid Saleh and Ayat Shukairy

    Get a Copy