Archives

Measuring Social Media: An Interview with Jim Sterne & Avinash Kaushik

May 11, 2010
Bryan Eisenberg
Interview, Social Media, web analytics

Just last week, I had the pleasure of keynoting the fabulous eMetrics Conference in San Jose. While there I had a chance to sit down with my good friends Jim Sterne and Avinash Kaushik to discuss Jim’s latest book Social Media Metrics: How to Measure and Optimize Your Marketing Investment. If you are doing anything in social media, planning on it (and if not why not) then you should get a copy right away. Take 8 minutes and watch the interview…

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Want More Actions? Leverage the Point of Action

May 7, 2010
Bryan Eisenberg
conversion rate, Ecommerce, Lead Generation, Uncategorized, Web Design

Two weeks of West Coast jet lag while keynoting three conferences means a lot of parties. At a reception, a guy named Peter told me that he read my book “Call to Action” a few years ago and that he used it as the basis to redo his company’s shopping cart. Peter more than doubled conversions based on the advice we gave him. However, he said he had an unbelievable battle to explain and use an obvious technique: leveraging his…

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Free Conversion Rate Consulting 2

April 28, 2010
Bryan Eisenberg
Uncategorized

In January, I was able to offer a couple of websites free conversion optimization consulting from my MarketMotive certification students. Those students had some terrific successes with our volunteer websites. For example, one retailer increased their conversion rate by 132% and one lead generation website increased their conversion rate by 111%. I need more volunteer websites to work with my students. In order to achieve their certification, my students must perform a certain number of successful improvements for a website. Some of these…

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Testing Like an Olympian: An Interview With Janis Lanka, Elastic Path

April 27, 2010
Bryan Eisenberg
Uncategorized

Janis Lanka (@janislanka, manages front-end development for Elastic Path Software and was responsible for testing on the Official Vancouver 2010 Olympic Store. 1.    What were the precipitating events that caused your company to start testing? 1)      We knew there were areas of the site that could use optimization: our homepage could be less busy; our product details page could better display key information; our checkout process could be shorter (too many people were abandoning the process mid-way). However, since these were “opinions,” and nobody…

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7 Form Factors to Increase Conversions

April 23, 2010
Bryan Eisenberg
conversion rate, Ecommerce, Lead Generation, Optimization

My last two columns focused on evaluating the five dimensions that make the 10 design elements of the anatomy of a landing page convert better. A prominent feature found on many landing pages is a form to complete, or at the end of a retail landing experience, forms required to complete a check-out. I haven’t written about designing forms on ClickZ since 2004 or on how to reduce shopping cart abandonment since 2003. (Sorry, as you can see by the 300+ columns I’ve written here,…

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The Google AdWords Drama

April 20, 2010
Bryan Eisenberg
Advertising, Optimization, PPC, Search Marketing, web analytics

You’ll laugh, you’ll cry, you might even kiss your money good bye. Google AdWords is one of the most remarkable advertising vehicles in the history of marketing. No matter how simple 95 characters seems to be, there is no denying the complexity of executing well. Of course, the fact that not all the rules or all the data are presented well doesn’t make it any easier. What amazes me is how most people don’t take full control over what they…

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MarketMotive Conversion Scholarship Winner

April 14, 2010
Bryan Eisenberg
Uncategorized

A few weeks ago MarketMotive, the rest of the faculty and I announced a contest to award a scholarship for a MarketMotive certification training. We received several fantastic submissions and it was very difficult to choose a winner. However, Evan Hinkle, “a 20-year-old, high-functioning individual diagnosed on the spectrum of autism” stood out for his wonderful submission that you can read below. Congratulations Evan, and thank you to all those who submitted an entry. I wish I had awards for…

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SEM Intent & Landing Page Conversions

April 12, 2010
Jeffrey Eisenberg
B2B, B2C, conversion rate, PPC, Search Marketing

If you knew the true intent of a search inquiry (query) and you could respond to that intent perfectly then you’d convert most of the time. For more than a decade Bryan, John and I have been working with clients to determine all the different buying modalities (read “Waiting For Your Cat To Bark?“) and provide relevant pathways for them. That’s complex. It’s hard work. I won’t deal with all that here. I will share just one powerful concept that…

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