A 7-Point Spring Cleaning Checklist

spring cleaning email

People do spend some time tidying up their websites and marketing efforts. Yet, there always seems to be a few things they forget to clean up. Since it's spring, here is a checklist for you to start getting your site in order: 1. Clean up your lists. This is a great time to send out an email to … [Read more...]

Adopting a Culture of Experimentation

Video thumbnail for youtube video Adopting a Culture of Experimentation -

“Almost any question can be answered cheaply, quickly and finally, by a test campaign.  And that’s the way to answer them – not by arguments around a table.  Go to the court of last resort – buyers of your products.” “Scientific Advertising” was published in 1923 by Claude … [Read more...]

Leadership in the Age of Agility & Experimentation

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Here’s the punchline; The role of today’s leadership is to “remove the speed bumps in the experimenters’ way!” ~ Scott Cook, co-founder and Chairman of Intuit Nobody worth arguing with argues whether search, social, and mobile technologies have impacted customers’ minds and changed … [Read more...]

Technology should support your goals, NOT slow you down!

Tech should allow you to run not just walk.

While the one constant in business is change, the one variable that has greatly accelerated—due to mobile and social—is the velocity of change. This is why we now hear so much about the importance of real-time marketing, agile marketing, or the need for a fast corporate metabolism. The point … [Read more...]

How to Optimize Your Mobile Landing Page for Conversions: Hulu.com Example

Video thumbnail for youtube video How to Optimize Your Mobile Landing Page for Conversions: Hulu.com -

A couple of weeks ago, I asked readers how they would optimize the following Hulu.com mobile landing page that I saw when I searched for Hulu on my iPhone's browser. Obviously, there was an issue with the image loading, but that might not be the only problem on this mobile landing … [Read more...]

PPC Pro – You’re Being Replaced

Trada email manage search for not provided

You’re fired, laid-off, downsized, terminated, made redundant, rightsized, pursuing other opportunities, discharged, dismissed, pink-slipped. Search Engine Marketing professionals are becoming redundant, replaced by technology, so they should prepare themselves to hear those words. In the next 3 … [Read more...]

Can You Optimize This? A Mobile Landing Page

hulu mobile landing page

My cable contract just ended, so I have been thinking about how little actual cable TV my family watches. I was wondering if we could do with Netflix, Amazon Prime Video and Hulu. I had some time waiting to pickup my kids from school, so while I was parked in the car, I decided I would do a bit of … [Read more...]

Why You Won’t Crush It This Year!

Crush It!

I began writing this column on marketing optimization in 2001; yet this morning, 12 years later, I find myself in LA to train a well-known company that wants to start "crushing it" by developing an optimization culture, rarer than running a few tests a month. This is the third such training I've … [Read more...]

Companies spend $92 on Driving Traffic Compared to $1 on Customer Experience

by Column Five Media.  What are you doing to optimize that spend ratio in 2013? Are you planning on investing in a/b testing, usability tests, heuristic/expert evaluations, optimization software. customer journey analysis, personas, or marketing optimization training and mentorship? … [Read more...]

Conversion Optimization 101: PPC Landing Pages

search management software ppc ad raventools

This week's Conversion Optimization challenge is to look at a PPC ad I found on Google for the search term "SEO Management Software." Here is the ad I clicked on: and here is the landing page (image capture below): How would you optimize the ad and the landing page? Is this the … [Read more...]