Archive for September, 2008

  • Best Practices Suggest Increased Online Conversion Rates By Focusing Above The Fold

    Date: September 29th, 2008
    By: Raquel Hirsch

    We have started to contribute to a brand new publication we strongly recommend: “DemandGen Report”. The current issue has our article with tips for improving conversions by making sure all the Calls to Action (CTAs) are above the fold, with examples of things to do (and not!).

    Check them out:

    “DemandGen Report” is a brand new publication, distributed electronically 2x per month, focusing exclusively on the strategies, tactics and measurements that are central to generating demand, a topic at the heart of what we do (and, presummably what you do as well, if you read this blog). The e-newsletter and interactive website provide intellectual fuel to help drive the growth engine at leading B2C and B2B focused companies.

    They use real world case studies and in-depth research and so manage to provide an insider’s view of which companies are taking the right track to drive sustainable growth for their business.

    To subscribe, go their registration page

    Posted in: public relations

  • Conversion Rate Optimization for Microconversions

    Date: September 16th, 2008
    By: Chris Goward

    There’s a lot of talk about ‘Microconversions’ lately and also a lot of confusion among testing technology vendors. Before adding Microconversions to your testing strategy, you need to know when they’re useful and how to plan them. In this article we’ll talk about what Microconversions are (and aren’t) and how to use them.

    What are Microconversions?

    As Avinash Kaushik said, “micro conversions are accomplishments of other goals for which people are on the site (other than what you think the site’s primary purpose is).” They are complete conversions of secondary (or tertiary) actions that are important to your visitors and are indicators of intent or potential intent to purchase. Continue Reading

    Posted in: best practices

  • Conversion Optimization stole the show at IMC

    Date: September 15th, 2008
    By: Chris Goward

    The Internet Marketing Conference in Vancouver wrapped up on Friday night and Conversion Optimization stole the show.

    We opened the event on Wednesday night with the WiderFunnel kickoff party and the next two days was one of the most content-packed conferences I’ve seen. With over 50 speakers and less than 150 attendees, the content ratio was high. Continue Reading

    Posted in: events

  • Quick Notes from the Internet Marketing Conference

    Date: September 11th, 2008
    By: Raquel Hirsch

    We kicked off the Conference last night with a Reception on the 35th floor of the hotel – what amazing view! Vancouver was truly at its best, and the weather more than cooperated.

    Today, there has been an excellent turnout, with most sessions standing-room only. Here are some of the highlights:

    • William Azaroff of Vancity spoke about the power of the web in mobilizing volunteerism and social responsibility at a micro level with Vancity’s uber-successful ChangeEverything.ca – and the bonus of finding themselves with a stronger brand and increased revenues on key product lines
    Continue Reading

    Posted in: events

  • Landing Page Site Redesign Passes Test: Conversions Lift 32.5%; ROI at 154%

    Date: September 10th, 2008
    By: Chris Goward

    Marketing SherpaMarketing Sherpa published a Conversion Optimization case study this morning about a project we recently completed for Business Objects, an SAP Company.

    The author captured the steps we took with the client, Christine Mykota, and the typical challenges of working within a Fortune 500 company’s graphic standards well.

    I also gave the author a sneak-peak of the six factors in WiderFunnel’s LIFT™ Analysis, which we use to evaluate landing pages and develop test hypotheses.

    At IMC in Vancouver I will take Conversion Optimization workshop members through the LIFT Analysis tool and will post it to this blog after the conference, so stay tuned.

    In the mean time, take a read through the excellent Sherpa article.

    Posted in: Case Study | public relations

  • This week we are heading to the IMC Internet Marketing Conference in Vancouver

    Date: September 9th, 2008
    By: Raquel Hirsch

    Both Chris and I will be presenting at the 2008 IMC Vancouver Internet Marketing Conference, “produced by experts, for experts, and for all of you who’d like to become experts at Internet marketing”

    At 3:20 on Day 1 (September 11), Christine Mykota, Channel Marketing, Americas Marketing, SAP and I will be co-presenting a case study, “Learn how SAP increased conversion rate by 30% and achieved 154% ROI with landing page testing”

    And at 9 am on Day 2 (September 12) Chris will be moderating the Conversion Optimization panel, Panelists include: Mark Wachen, Interwoven; Frans Keylard, Widemile; Eric Hansen, SiteSpect; Pedro Sostre, Sostre & Associates and Mona Elesseily, Page Zero Media

    Plus (Chris is busy!), at 9:30 on Day 2, Chris will also be leading the Conversion Optimization Workshop

    Here is a summary of what’s to come (I think they are almost sold out but worth checking on their site):

    SPEAKERS

    The list of speakers and companies represented is quite remarkable:

    Tom Leung, Google; Continue Reading

    Posted in: events

  • Recession Looming: The Dumb Way and the Smart Way to React

    Date: September 2nd, 2008
    By: Raquel Hirsch

    According to a post by Neil Mason on ClickZ today, the dumb way for businesses to react to an impending recession will be to “slash sales and marketing costs across the board, batten down the hatches, and hope to ride out the storm.”

    On the other hand, the smart way to react will also be to reduce sales and marketing costs!

    Interesting. (I asked myself whether this was a typo.) Continue Reading

    Posted in: Strategy