Archive for October, 2008

  • How Landing Page Optimization Boosts DRTV Responses

    By: Chris Goward
    Date: October 24th, 2008

    Marketing SherpaAnother case study of ours was published yesterday on Marketing Sherpa about a Landing Page Optimization project we recently completed.

    This case is a great example of how paying attention to the details and providing enough information, but not too much, will maximize conversion rates.

    Posted in: Case Study | public relations

  • Not testing yet? Here is how you can build a case for conversion rate optimization

    By: Raquel Hirsch
    Date: October 22nd, 2008

    In an excellent post, Lily Chiu at Omniture discusses marketers’ shared belief that testing web content will increase the conversion rate – and their inability to sell their belief up the chain. She then provides readers with “an arsenal of reasons why your company can’t afford to delay testing another year”.

    Here are the highlights:

    1) Testing Drives Results:
    In a recent survey, 92% of marketers who conduct online tests saw positive ROI – that’s NINETY TWO percent, folks! Continue Reading

    Posted in: Strategy

  • “How are you planning to manage the coming reduction in your marketing budget?” Hear what the CFOs are saying…

    By: Raquel Hirsch
    Date: October 12th, 2008

    I posted this question recently on several bulletin boards, but instead of focusing only on our marketing kinfolk, I also went to the ‘dark side’ and posted this question in CFO boards.

    I am compiling responses to understand how both sides of the house plan to handle the challenges ahead, but here are some highlights:
    Continue Reading

    Posted in: Strategy

  • The Conversion Rate Troubadour

    By: Chris Goward
    Date: October 2nd, 2008

    Matthew Walko, Conversion Optimization Project Manager and Musician
    Matthew Walko is not only one of WiderFunnel’s project managers with a keen eye for conversion rate opportunities, he’s also an emerging musician.

    We’re proud to announce his first music video. Check it out.

    Posted in: Fun

  • Your Marketing Budget is About to Get Slashed. Are You Prepared?

    By: Raquel Hirsch
    Date: October 2nd, 2008

    Memo to the Marketing Department:

    Credit is tightening; at this very moment, your CFO is considering how best to preserve cash and cutting your advertising budget is looking very tempting. (Very, very tempting.)

    Suddenly, your 1% eCommerce conversion rate isn’t going to cut it nor is your 5% lead capture rate because you know your CFO will expect you to maintain your target results in… (insert here whatever it is that you are responsible for: lead generation; eCommerce sales; bookings; etc)

    Are you prepared?

    With a smaller ad budget to drive traffic to the website, you must have a plan in place to get more conversions on your web pages so you can in fact keep generating the same results.

    The answer –at least part of it — is probably right in front of you: the 99% of web visitors who did not buy contain a significant percentage of buyers to whom you did not communicate your value proposition properly. Now you need to:

    1. Refocus your message; make it sharper, with a stronger call-to-action. Solve a problem rather than just hint at a solution

    2. Rethink your audience; make sure your new target market has the problem you solve

    3. Test different approached on your web pages. One size fits all won’t do it, as there are many segments within your target market and you need to speak to them individually and meaningfully.

    Posted in: planning

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