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Online Advertising Forensics

Editorial Staff Feb 19, 2012 0

According to MarketingSherpas 2012 Search Marketing Benchmark Report - PPC Edition, 56% of marketers claim achieving or increasing measurable ROI is their most frustrating challenge when it comes to paid search. And yet, PPC ads are one…

Copywriting: 5 Proven Discoveries That Strengthen Copy

Headline Writing: How a junior marketer beat the CEO’s headline by 92%

Daniel Burstein Feb 17, 2012 0

Does the person with the higher title and the higher salary always understand which headline (or PPC ad or landing page copy) will convert the highest? Take a look at a recent test from our own labs to find out.

Copywriting: 5 Proven Discoveries That Strengthen Copy

Blandvertising: How you can overcome writing headlines and copy that don’t say anything

Daniel Burstein Jan 20, 2012 6

Blandvertising is a wishy-washy marketing claim, wanting to mean something, but just doesn't mean anything. If you’re paying for the opportunity to say something, then actually say something. See what we have found works through testing…

Digital Advertising

Banner Blindness: Why your marketing messages are hiding in plain sight

Daniel Burstein Jan 18, 2012 7

Your customers may be ignoring your latest news, offers and ads. Take a quick look at your surroundings. How much do you notice what’s around you? In this post, we discuss "banner blindness,” and how it's related to a phenomenon scientists…

The Ultimate Click: How to get what you pay for with pay-per-click advertising

Paul Cheney Jan 13, 2012 4

In response to a reader question, Paul Cheney takes our exploration of the most effective use of pay-per-click advertising one level deeper today. Read how ad relevance can increase conversion rates …

Conversion Marketing

How to Increase Conversion in 2012

Editorial Staff Dec 15, 2011 0

This Web clinic replay takes the past year in online marketing research and condenses it into four tactics you can take away and apply to your marketing in 2012. The average marketer's schedule is unbelievably hectic. Between meetings,…

Value Proposition: The key to improving agency and vendor performance

Daniel Burstein Nov 14, 2011 1

In this blog post, Daniel Burstein reflects on a profound Twitter exchange that occurred during a recent Web clinic, and discusses some key steps on how to focus on value proposition to optimize the performance of your agencies and vendors.…

Conversion Marketing

Affiliate Site Redesign: How to drive qualified traffic to a merchant’s offer

Paul Cheney Nov 11, 2011 2

With a marketplace so saturated, it’s difficult to get any kind of ROI out of affiliate campaigns. Affiliate marketers can increase their ROI the same way a merchant would increase its ROI: by providing enough perceived value to guide the…

Free Marketing Tools: 11 worksheets, spreadsheets, and calculators to help make your next…

Paul Cheney Oct 31, 2011 6

Optimizing your webpages and marketing campaigns is a daunting task for any marketer. We need all the help we can get. Free help is even better (as long as it’s actually, well, helpful). So to assist our audience of marketers with daily…

Value Proposition

Marketing Career: Why a value proposition makes marketing “good”

Paul Cheney Oct 28, 2011 3

Marketing has such a bad reputation these days because very few companies have genuine value propositions. What do you do if you’re a transparent marketer by nature, who is stuck in a company without a value proposition? Well, there are…

SEO

SEO Research: Why opportunity is knocking for marketers doing SEO

Paul Cheney Oct 21, 2011 3

A few years ago the idea of dedicating a landing page for a certain segment of traffic to a website was a novel idea. Then PPC started getting more popular with the rise of Google. When that happened, marketers realized that if they made…

Value Proposition

B2B Marketing: You don’t have to be CEO to move the needle with a value proposition

Daniel Burstein Oct 17, 2011 3

Dr. Flint McGlaughlin covered how to discover your true value proposition and leverage its full potential in any B2B market – at the East Coast swing of MarketingSherpa B2B Summit 2011. He lightly touches on derivative value proposition in…

A/B Testing

Test Your Marketing Intuition: Which landing page achieved a higher conversion rate?

Paul Cheney Oct 3, 2011 20

Paying for traffic to a landing page tends help motivate marketers to optimize that page. Lifts can instantly translate to a tangible decrease in cost-per-acquisition and increased revenue. However, actually getting those lifts on the page…

A/B Testing

Website Optimization: Landing page test leads to 548% increase in conversion

David Kirkpatrick Sep 21, 2011 12

Toward the end of last year, Active Network, a technology and media company specializing in online registration and event management software, began a testing and optimization program on the website of one of its brands, RegOnline. For…

Display Advertising: How your peers optimize banner ads

Daniel Burstein Aug 31, 2011 2

How do you design banner ads that get results? That's a question we asked some of your peers recently. Here is what they had to say...

Value Proposition

Customer Value: 4 tips for crafting segmented value propositions

Jon Powell Aug 17, 2011 4

Different people like your company for different reasons. This is part of the difficulty in crafting an effective value proposition. How can you create a single, competitive value proposition that addresses all of your customers? In this…

Value Proposition

Value Proposition: How to use social media to help discover why customers buy from you

Daniel Burstein Jul 23, 2011 3

Discovering your company's value proposition is probably the most difficult part of effective messaging. But social media is a huge untapped resource for helping to uncover it. In this post, Dan Burstein lays out a strategy for discovering…

Value Proposition

Internal Marketing: The 3 people you must sell to in your own office

Daniel Burstein Jun 29, 2011 15

While many of us are great at marketing to our customers, a lot of us seem to have issues with marketing internally to our superiors and colleagues. Internal marketing is just as important as external. There are three key people you have to…

Lead Generation

Lead Generation: Testing form field length reduces cost-per-lead by $10.66

David Kirkpatrick Jun 27, 2011 14

Online forms are an important aspect of one marketing automation company's lead generation. Find out the results of its form field length testing, and its strategy to make sure online forms lead to both a low cost-per-lead and a high…

Copywriting: 5 Proven Discoveries That Strengthen Copy

Headline Optimization: How would you make this title better?

Daniel Burstein Jun 15, 2011 12

Every headline, no matter how good it looks off-hand, can be optimized. The question is, how do you write an effective headline to begin with? We asked you and your peers that same question, and here are some of our favorite answers...

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