April 2012 - Bryan Eisenberg & Jeffrey Eisenberg

Online Advertising in the Age of Agility

April 20, 2012

Advertising, Continuous Improvement, Customer Experience, Optimization, PPC, Testing

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 Kim, founder of WordStream, shared with me from the data his free AdWords Performance Grader had accumulated. The key findings that WordStream is seeing through thousands of accounts grading profiles are very low…

Designing Effective Pricing Tables

April 6, 2012

Bryan Eisenberg

Complex Sales, conversion rate

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, while often imitated, many companies that offer software or services and offer it in different packages are simply playing monkey see, monkey do. Dan Ariely explains in his excellent book “Predictably Irrational” that, “Humans rarely choose things in absolute terms.…

Website Testing & Targeting RFP: Questions To Ask Vendors

April 2, 2012

Bryan Eisenberg

Optimization, Testing, Tools

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 even if you are, your frustration should be directed more toward the lack of insights that RFPs often lead to and less at the process itself. As I’ve written in my Website Testing & Optimization Buyer’s Guide, most vendor RFPs…

Archive

Online Advertising in the Age of Agility

Designing Effective Pricing Tables

Website Testing & Targeting RFP: Questions To Ask Vendors