Increase the Persuasive Momentum of Your Conversion Funnels

Companies that plan and optimize persuasive momentum usually convert two to four times better than their industry’s average conversion rate. If you are not properly planning the persuasive momentum of your customer’s experience, then you are leaving way too much to chance. I like to keep chance as … [Read more...]

Super Bowl 2014 Advertisers: Did They Win the Search Game?

There were many aspects of Sunday's game that left people quite disappointed. Forget the game. I don't even want to comment on the persuasiveness of the Super Bowl television ads. Today, we are just going to look at how well those advertisers did at blocking and tackling the digital marketing … [Read more...]

Conversion Optimization 101: Perfectly Persuasive PPC Landing Pages

Last week, in our Conversion Optimization challenge we looked at the following PPC ad: and the corresponding landing page (image capture below): How would you optimize the ad and the landing page? My general guidelines for marketing with landing pages: Start your marketing with your … [Read more...]

Conversion Optimization 101: When Ads and Landing Page Don’t Stink!

Last week I asked how you would improve scent from this NetFlix ad and landing page combination, I found while looking at FaceBook on my iPad. From a scent perspective the issues include: a mismatch of languages mixed messaging in the offers image issues - if I was on my iPad the landing … [Read more...]

Conversion Optimization 101: Ad Continuity/Scent

It was Dr Ed Chi, a Xerox Palo Alto Researcher, as early as 2001, who indicated that humans track information in a similar fashion to the way animals follow a scent. According to an article on the study: People... engage in what [Dr. Ed Chi] calls "hub-and-spoke" surfing: They begin at the center, … [Read more...]