Browsing Tag

Analysis

Expert commentary and editorial from the MarketingExperiments research analysts.

Are your marketing decisons based on inaccurate online metrics?

Nick Usborne Jun 15, 2006 0

We are working right now on our next teleconference clinic. It’s on the topic of web site metrics. As we study the various PPC reporting tools, and a variety of web analytics services, it becomes more and more apparent that inaccuracies are not uncommon. For instance, if you track a PPC campaign through both the PPC engine reporting tool and your…

The learning curve that never flattens…

Nick Usborne Jun 14, 2006 0

A recent article in AdWeek shows just how slow most online marketers are to catch up with the potential of emerging media. Here, in part, is what the article says: While in-game advertising and advergaming has received much attention, 72…

Are there particular words you should never use in your marketing materials?

Nick Usborne Jun 12, 2006 0

According to Steve McKee in a recent Business Week article there are five words that you should never use in an ad. Here is his list: Quality, Value, Service, Caring & Integrity. He makes some reasonable points. He reminds us that…

The power of authenticity…

Nick Usborne Jun 8, 2006 0

We have spoken about the need for transparent marketing a number of times in this blog. Then yesterday a surprise mention in a different blog raised the issue of transparency and authenticity with regard to the home page of one of our own…

June 7 Clinic Notes

Landon Calabello Jun 7, 2006 0

NOTES: These are the notes for our interactive May 10 clinic on Landing Pages. The recording of the event will be posted here in a few days. If you are participating in the live teleclinic, we will ask you to refresh your page several…

When did you last conduct a competitive analysis?

Nick Usborne Jun 6, 2006 0

We have written before about the importance of identifying and communicating a unique value proposition for your business and web site. Having a strong value proposition is usually the most important factor in determining the success of…

Another point of view on choosing a product or domain name…

Nick Usborne Jun 2, 2006 0

In a previous post I talked about our research findings on choosing a strong product or domain name. In general we found that you are better off choosing a domain name or product name that is descriptive and, if possible, includes at least…

If your site pages don’t add value…be prepared to fall in organic search listings.

Nick Usborne Jun 1, 2006 0

In previous post I have talked about the proliferation of trash-content sites – typically sites with skinny content designed to make money by hosting PPC ads, or by making a percentage on affiliate relationships. The web is awash with…

The upside and downside of email capture on the first page

Nick Usborne May 31, 2006 0

More and more sites now try to capture visitors’ email addresses on the first page...whether it’s the home page or a landing page. Why? So that if that visitor doesn’t complete a purchase or registration of some kind during that visit, you…

Test Validity Analysis – a free download

Nick Usborne May 30, 2006 0

As you may already know, we have been busy working on a series of certification programs. The first one, which started in April – and we’ll be running it again, starting in June – is the Foundations of Online Testing course. During the…

Should offline and online design elements be the same?

Nick Usborne May 26, 2006 1

Here’s another question that came out of our last teleconference call on landing page optimization. “How important is it to carry over the image you use on the marketing piece over to a landing page. For example if my print flyer has image…

SEO vs. Page Conversion Rates

Nick Usborne May 25, 2006 0

In response to our teleconference call on landing pages yesterday, we received the following comment: I am most interested in the dynamics of optimizing for organic search ranking vs conversion. Lots of tension there. Is there lots of…

May 24 Clinic Notes

Landon Calabello May 24, 2006 2

Is your web site surfer-friendly?

Nick Usborne May 23, 2006 0

In the world of optimization and the search for increased revenues, it is tempting to create our site pages in a way that deliberately “pushes” readers in one single direction. Our own optimization tests have shown time and again that by…

Change in Topic for this Wednesday…Optimizing Landing Pages Part 2

Nick Usborne May 22, 2006 0

Our last clinic was on the topic of Landing Page Optimization. The response was extremely positive and after the close of the clinic we received dozens of emails from attendees who wanted us to critique their landing pages. As a result, we…

How good is your customer service “after hours”?

Nick Usborne May 19, 2006 0

There’s a wonderful post and image over at the Church of the Customer blog. It points out that the Hilton Hotel online reservations service is not available between 2:00AM and 6:00AM. It seems their computer systems need a little shut-eye…

How to tell if test data is statistically valid…

MarketingExperiments May 18, 2006 1

When testing, the validity of the data is a function of the how much a difference there is between your results, and the sample size. Simply put, if you have a larger variance between two results, then you will need a smaller sample size…

A cautionary take about Eco-Ads

Nick Usborne May 17, 2006 0

What are eco-ads? They spring from marketing strategies, often within large corporations, which address the need to present companies as being friendly towards the environment. Companies recognize that many of their customers are concerned…

Repeat visitors 8 times more likely to make online purchase

Nick Usborne May 16, 2006 2

Here are some interesting figures from a story on InternetRetailer.com Visitors returning to a web site are eight times more likely to make an online purchase than new visitors, according to new data from WebSideStory Inc. During the first…

What color should you use for visited links?

Nick Usborne May 15, 2006 3

Here’s another question that came in a few days ago. Someone wanted to know what the best practice is for changing the color or appearance of a text link after it has been clicked. Our Director Optimization, Jimmy Ellis, wrote up this…

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