• 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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  • Personas revealed: Why personas will help you increase online conversion rate

    We have discussed what personas are. We’ve also talked about the difference between market segmentation and personas. I’ve eluded throughout my previous blogs the reasons behind developing personas. But I want to take a closer look at why every site and business should create personas to represent their target markets.

    Did you ever notice how great it feels to explain your business or an idea you believe in to a friend, a co-worker, or even a client? When I sit face to face with a person and talk to them about our services, there is enthusiasm, focus, and most

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  • 5 ½ exciting tips to persuade visitors to become clients

    One of the terrors of written words is that once words are published, you can’t hide. Published words can haunt you FOREVER.

    Even if you pull your copy, someone will have read your words and doubtlessly have made decisions in relation to what he or she read. This person may have decided that your website, had interesting information, continued to read and perhaps, recommended your product or service to a friend. However, the reader may have come to the conclusion that you are a complete idiot and that your website is doomed to a long lasting lack of readership,

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  • Personas vs. Market Segmentation

    After presenting the concept of personas to our clients they are confused because they think persona development is the same thing as market segmentation. It’s important emphasize that they’re not the same. However, persona creation relies heavily on market segmentation. In order to create personas you need to understand the market segmentation and the various customer profiles you compiled by your team. Segmentation and all that it entails is the means to generate the personas for your site.

    Market Segmentation is the division of the market or population into subgroups with similar motivations. Widely used bases for segmenting include geographic

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  • The power of personas: an introduction

    We’ve mentioned in our blogs the idea of personas and their importance and relevance when creating your website and structuring your copy. I wanted to explain what personas are, why you should put so much emphasis on them, and how they can actually help you increase your website conversion rate. But a single post will not do this topic justice. So, I’ve decided to launch a personas tutorial in order to shed some light on this vague topic. Although I will not be covering everything, it will give you a better idea of what they are, why you should

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  • Hooking the Headline: Six Easy Ways to Catch a Reader

    We live in a world that offers a tremendous amount of information. The online world is even more intense, as readers often have the attention span of a gnat. The first, and sometimes only, chance that you have to catch a reader on your first screen is through your headline. A headline’s job is to literally make a reader stop…and then read more.

    1. Pleasing or Painful Headlines

    A headline should include a benefit that will appeal to your readers, whether that benefit is a positive or a negative. Positive headlines might be geared around:

    Saving Profiting Gaining Winning

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