Archive

Conversion Optimization 101: Ad Continuity/Scent

October 10, 2012
Bryan Eisenberg
Ad Continuity, Advertising, Conversion Rate Optimization 101, Customer Experience, Scent, Social Media, Testing

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, and they follow a trail based on its information scent…. If the scent is sufficiently strong, the surfer will continue to go on that trail. But if…

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Conversion Rate 101: Effective Pricing Tables

October 9, 2012
Bryan Eisenberg
Conversion Rate Optimization 101, Ecommerce, Pricing Tables, Testing

Last week, I asked you to look at the pricing tables from the Dell.com website and to offer suggestions on how to improve them. There were some fabulous suggestions, let’s take a look: Graham Charlton shared: A comparison table, as used by UK site Comet, would work better. Less busy and allows for side by side feature comparison. Also has a handy ‘highlight differences’ button. http://i.imgur.com/JBilf.png As he suggests Dell is not currently doing a good job highlighting the differences between the…

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Mastering Conversion Rate Optimization?

October 5, 2012
Bryan Eisenberg
conversion rate, Optimization

We (Jeffrey Eisenberg and I) were naïve and full of ourselves; in 2005, when “Call To Action: Secret Formulas To Improve Online Results” hit the major bestselling book lists. In 2006, “Waiting For Your Cat To Bark: Persuading Customers When They Ignore Marketing” also achieved the lists and we thought we were truly popularizing customer-centric conversion rate optimization. In accomplishing a mean goal we lost sight of the end goal. Client success and the recognition of our peers as conversion…

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TheGrok’s Not to Miss Links for the Week of October 4th, 2012

October 4, 2012
Bryan Eisenberg
Not to Miss Links

It’s been almost 3 years since I published one of these. However, I know not everyone can keep up with everything Jeffrey and I read or share during the week. Here are some of those links you don’t want to miss this week: First things first, if you are an online retailer do not forget to register for my free ClickZ webinar Guaranteeing Holiday Sales for Online Retailers October 9, 2012 at 1:00pm ET / 10:00am PT. I’ll be sharing tips from…

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