Archive for the ‘Research’ Category

  • What is the Marketing C-Suite Measuring These Days? Conversions!

    By: Raquel Hirsch
    Date: June 2nd, 2009

    Forbes Magazine just released its 2009 Advertising Effectiveness Survey and some of the findings are of interest to marketers concerned with improving web conversions — some of the rest continue to disappoint us. Continue Reading

    Posted in: Marketing planning | Research | best practices

  • Big News: Search Engine Use is UP!

    By: Raquel Hirsch
    Date: August 7th, 2008

    No, seriously folks, this is big news:

    Pew Research, a nonprofit “fact tank” that provides information on the issues, attitudes and trends shaping America and the world, reports today that the percentage of internet users who use search engines on a typical day has been steadily rising from about one-third of all users in 2002, to a new high of just under one-half (49%).

    With this increase, the number of those using a search engine on a typical day is pulling ever closer to the 60% of internet users who use email, arguably the internet is the all-time killer app…

    In other words, your customers are using Search every day more than they did before and are becoming more sophisticated about their response once they land on your website – and on your competitors’ sites.

    It’s high noon to make sure your landing pages are the best in town!

    Posted in: Research | Search Engine Marketing

  • New Eyetracking Heatmap: 6 Ways to Get More Webinar Sign-Ups

    By: Chris Goward
    Date: October 18th, 2007

    At Chief Marketer, Anne Holland (of MarketingSherpa, of course) reveals the results of a New Eyetracking Heatmap: 6 Ways to Get More Webinar Sign-Ups. We had previously purchased this research and interpreted the learning for our clients.

    The results aren’t ground-breaking, which probably means they are worth repeating. The basic principles behind successful landing page design don’t change that much. The skill is the ability to sort the myriad principles and apply ONLY the relevant ones scientifically to each unique situation.

    You need to be careful about which conclusions you draw from heatmaps, though. They’re great for revealing surprising areas of focus on your site, but the learnings can only be reliably applied to the page being tested.

    The heatmap is, of course, highly influenced by the content on the page. You’ll always find hot spots where there’s an image of a person, regardless of where you place it on the page. So, don’t tell me that you’ve found a great place to put the person’s image just because everyone’s looking at it there, okay?

    On a related note, WiderFunnel recently ran a Funnel Experiment™ on a webinar pre-registration page and saw a 190% conversion rate increase! I hope to write a brief case study on it when I have a spare hour.

    Posted in: Research

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