Archives - Bryan Eisenberg & Jeffrey Eisenberg

On Twitter, I shared a link to this article from Smashing Magazine, Pricing Tables: Examples And Best Practices. When I shared it, I said that while many of these were beautiful there was still plenty of room for some conversion optimization. This won’t be as tricky as my first Conversion Optimization 101 post that you needed to pick up on the nuance that corporate culture trumps any conversion optimization tactics. Even so, we had some fabulous suggestions in the comments. For my…

What Keeps Retailers Awake at Night in 2012 [Videos]

Bryan Eisenberg

B2C, Ecommerce, Interview, Trends

I just came back from Shop.org’s Annual Summit in Denver, where over 4,000 retailers and industry supporters came to learn more about what the industry was up to. While I was there I thought I would spend some time interviewing some of my retailer friends and bring their words to you. I asked each one the following questions: Where do you think retail is headed in the next three years? What are the biggest challenges and opportunities you see for this coming…

Just Released: The Website Testing & Optimization – Buyer’s Guide for the Enterprise: Second Edition

Bryan Eisenberg

Optimization, Testing, Tools

There are several things that prompted me to update the Buyer’s Guide to Testing & Optmization: 1. Since Google replaced Website Optimizer with Content Experiments, I had to comment on it. 2. I’ve decided to add a new tool to the introductory tools section. Which one did I choose? You’ll have to check. 3. I’ve added information about a few other enterprise solutions that weren’t included in the first edition. I’m still very excited about Monetate as a leader in…

Conversion Optimization 101: Culture Trumps Strategy and Tactics

Bryan Eisenberg

Call to Action, Continuous Improvement, conversion rate, Conversion Rate Optimization 101, Customer Experience, Optimization, Testing, usability

Last week, I published my first Conversion Optimization 101 post and asked you if you could look at a particular screenshot and also to tell me: What’s wrong with this picture? How would you fix it? Here is the image: There were some very good suggestions on what you would do to improve this picture: Dennis Moons said: The three buttons: Previous, Process and Cancel all have the same colour and visual weight. I would change the Cancel & Previous buttons…

Content Marketing Personas

Bryan Eisenberg

B2B, B2C, blogging, Content, Copywriting, Personas

It seems like only yesterday that I typed the following words into my computer: Conversion rate is a measure of your ability to persuade visitors to take the action you want them to take. It’s a reflection of your effectiveness and customer satisfaction. For you to achieve your goals, visitors must first achieve theirs. In order to help you understand what visitors need in order to achieve their goals, you need to have empathy about their journey through the buying process. Too…

Conversion Optimization 101: Could You Help?

Bryan Eisenberg

Call to Action, conversion rate, Conversion Rate Optimization 101, Optimization, Web Design

Yesterday, I went to a website to make a donation for a friend who is running in the NYC Marathon. As I was finishing entering all my information and was on my last step I saw the following call to action: What’s wrong with this picture? How would you fix it? P.S. Extra credit if you can get this non-profit site (I won’t tell you who it is) to fix it since it must be costing them in money raised…

5 Common IT Objections to Marketing Projects

Bryan Eisenberg

Tools

My last column dealt with the all-too-familiar marketing/IT tug-of-war, where I explained that the role the CTO/CIO plays is one of risk management; given things like scope creep, etc., the CTO has to promise the least she thinks you will accept in the most amount of time that you can stand. CTOs as a group have a fairly standard way of handling new projects/ideas/processes, particularly those that are introduced by the business side of the company. I’ve worked together with John Quarto-vonTivadar to…

The Marketing/IT Tug-of-War

Bryan Eisenberg

Complex Sales, Tools

Last week we were visited by our client Randy Albert, a change management expert from Level Up System who focuses on helping companies that are no longer in survival mode, not yet in prosperity mode, and still have untapped growth potential. Over lunch he was recalling the story of a former client and the challenge of getting an IT group to respond to business needs. Of course, this doesn’t feel like anything new, but it was interesting when he shared…