The About Us Page in a Social World

Since my column about the Power of the About Us page (remember 2006 when MySpace was really popular) was written, not a week goes by that I don’t receive a comment about it.  Every website needs an "About Us" page, it’s one of the most important but … [Continue reading]

Conversion Optimization 101: Email Marketing – Webinar Invites

This week's Conversion Optimization challenge is to take a look at the following email I received from WritersAccess.com with an offer to attend a webinar: The subject line was: Webinar Invite: Lessons Learned From 90,000 Content Orders What would … [Continue reading]

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 … [Continue reading]

It’s Not My Job: Why Marketing is Broken

I was in Moscow last week with Jeffrey, waiting in the lobby for a taxi. I passed the time taking screenshots of "promotional" emails and ads with their corresponding landing pages. After clicking through some ads and emails I needed to vent.  I … [Continue reading]

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 … [Continue reading]