Online Advertising in the Age of Agility

Pay-per-click (PPC) advertising is not at all like a Ronco Grill! If you just set it and forget it you can also kiss your money goodbye. We have been telling clients this for the last several years. So I was fascinated by the research my friend Larry … [Continue reading]

Designing Effective Pricing Tables

There are way too many companies that have set up pricing tables with "packages" for their products without a solid understanding of the psychology behind package design. One of the first e-commerce companies to do this well was Dell. Nevertheless, … [Continue reading]

Website Testing & Targeting RFP: Questions To Ask Vendors

If you’re in the market for a website testing and optimization tool, hopefully you’re not among the unfortunate few whose corporate rules and regulations (or BPUs - business prevention units) require the creation of a Request for Proposal (RFP). But … [Continue reading]

Oh Goody, It’s Free

On my way to writing about pricing tables, Jeffrey (my brother and business partner) shared with a client his thoughts on the use of "free." I insisted that before discussing pricing in this column he should help me cover the phenomenon of free. … [Continue reading]

Effective Selling From Your Non-E-Commerce Product Page

In my last column, I told you about seven must-test elements on your e-commerce product pages. I left you with less tangible products and services with a promise I'd follow up in this column. So, if you sell a product or service through untraditional … [Continue reading]