Archives - Bryan Eisenberg & Jeffrey Eisenberg

Is Your Traffic Mix Efficient?

People tend to break down their websites’ traffic mix by the channel that brought the visitors. Analyzing traffic mix is a great way to develop a better sense of who your visitor is and how your marketing efforts are performing. However, that only tells your marketing story from your traffic generation effort but it doesn’t tell you much about your marketing efficiency. Instead of looking at your traffic by what marketing efforts bring the most amount of visitors and convert…

Webinar: Best Practices for Effective Website Testing & Optimization

Bryan Eisenberg

Join Carlos Del Rio, Director of Conversion Analysis & Digital Strategy at Unbounce, and Monetate’s Adam Figueira and I, who will present case studies from the different tools that I reviewed in my Website Testing & Optimization Buyer’s Guide for the Enterprise and help explain the difference between self-service and full-service website testing and optimization. Register today to learn the best practices for effective website testing & optimization.

Online Advertising in the Age of Agility

Bryan 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

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

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

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

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

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…