Archive for the ‘planning’ Category
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More Surprising Data About Who Actually Is Online (Important to know if you market to Men)
It’s not race or ethnicity, it’s gender that makes all the difference.
This morning, eMarketer reports that US men are the minority online:
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When You Twitter – Do You Know Who is Listening? (And, will it help your conversion optimization efforts?)
In the current mad frenzy rush to all-things-Twitter, one data point seems to be missing from the 140-character discussion: Who is Twittering? And, similarly, who is out there ‘listening’ to your Tweets?
The Twittersphere is exploding.
According to an analysis of February data by comScore blogger Sarah Radwanick, over the past several months, comScore has been watching how quickly traffic to Twitter has exploded: Continue Reading
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The Downturn’s New Rules for Marketers: Micromarket to Optimize the Conversion Rate
It’s no longer “been there, done that”, according to an article published today in The McKinsey Quarterly, the business journal of McKinsey & Company.
“The old recession playbook won’t work this time around” writes the author, David Court. And “those who follow the survival techniques of past slowdowns risk betting on the wrong Continue Reading
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Your Marketing Budget is About to Get Slashed. Are You Prepared?
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.
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What if my experiment is taking too long?
One of the most common challenges that web site managers face when venturing into improving their conversion rate through multivariate testing, is what I call “variable proliferation syndrome”When a web sales or marketing team is first exposed to the promise of increasing their conversion rate by testing simple changes to their landing page or purchase funnel, they can become understandably giddy. Giddyness, however, rarely lends itself to scientific testing methodology.
The promise is exciting, but when the site manager doesn’t know which elements will produce the most dramatic result (or whether multivariate testing is even the best first step to take) the inclination is to test everything.. at once.
I was speaking with Tom Leung, Google Website Optimizer Product Manager, yesterday and he confirmed that Continue Reading
Raquel Hirsch
Chris Goward
