Archives - Bryan Eisenberg & Jeffrey Eisenberg

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

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

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…

Oh Goody, It’s Free

Bryan Eisenberg

Uncategorized

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. After all, shouldn’t we discuss price before we discuss value? There is true magic in free – you can see it everywhere. It’s hard to discuss free without referencing Dan Ariely and Chris Anderson. Most of the discussions online…

Effective Selling From Your Non-E-Commerce Product Page

Bryan Eisenberg

B2B, Complex Sales, Customer Experience, Optimization

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 e-commerce or software, or even software-as-a-service as your product, then how do you maximize the effectiveness of your product pages? There’s a lot to say, so let me get started. Video Marketing Is Hot Just like…

Free! – The Website Testing & Optimization Buyer’s Guide for the Enterprise

Bryan Eisenberg

Optimization, Tools

I’m sure you will find this shocking; occasionally I get frustrated with the corporate decision making processes. A couple of months ago the CEO of an Internet Retailer Top 100 website asked me for my opinion about which testing and targeting tool his team should use. I told him what I recommended based on what knew from my experience with clients and anecdotally from colleagues. When I spoke with him a few weeks later he told me that his team…

The Product Page 2012: 7 Must-Test Elements

Bryan Eisenberg

conversion rate, Ecommerce, Optimization, Testing, Web Design

All retailers have product pages. Some product pages are good in that they help you sell. Some product pages are neutral in that they don’t detract from making a sale. Some product pages – well, they hurt your sales. Is your product page earning it’s keep? Is it attracting and engaging qualified buyers? Does it have a profitable look-to-book ratio? Product pages must work harder than ever before, since visitors are demanding more from your product pages than they ever…

Online Form Optimization: 3 Simple Form Problems to Fix

Bryan Eisenberg

conversion rate, Customer Experience, Ecommerce, Lead Generation, Optimization, Web Design

I’ve spent almost 15 years of my life helping companies to get their visitors to fill out and submit forms online. Forms to request information, to attend events, to sign up for a service, to complete an order, all sorts of forms. Web forms are a transaction. You need to look at them as an exchange of information and value in exchange for something of value you promise in your offer. When you don’t look at it as an exchange…