Archives

Conversion 101: How to Create an SEM Legend Exercise

July 25, 2016
Bryan Eisenberg
Buyer Legends, Conversion Rate Optimization 101, Customer Experience, Lead Generation, Personas, Search Marketing

Don’s Contracting is in steady demand. The local market is tight, supply is low and demand is high. Don will tell you he makes his living off of word of mouth. He doesn’t worry much about online experience. He has a personal edge over many other contractors, because of how he makes his customers feel and the quality of his work. Don doesn’t think about the experience of the people referred to him. He knows this level of demand may…

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Why CEOs Don’t Care About Conversion Rate Optimization #CRO

June 2, 2016
Jeffrey Eisenberg
Continuous Improvement, Conversation, conversion rate, Conversion Rate Optimization 101

I recently presented (slides below) at Conversion World. Sam Hurley; Digital Marketing influencer and Founder of OPTIM-EYEZ, asked me the following eight questions. The interview is still getting regular retweets so I’m providing a link to the interview and the slideshare. Jeffrey, why do you think CRO has become relegated to junior managers as a side project? Has it always been this way? How can those with knowledge of CRO get board members to invest in the practice? Can you give…

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Even Your Shopping Cart isn’t Sacred

April 25, 2016
Bryan Eisenberg
Customer Experience, omni-channel, retail, Strategy, Trends

Birth of the Shopping Cart The first rolling shopping cart was created by a Piggly Wiggly owner in Oklahoma City. Once a regular basket got too heavy, customers headed straight for the check-out line.  This robbed stores of incremental sales. So in 1936, that store owner introduced a rolling cart to make shopping easier. In CRO terms, he reduced the friction of shopping to increase average order size. The design went mainstream in the 50s. It has remained a retail “best practice”…

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11 Social Media Tools & How to Use Them to Boost Conversions

April 4, 2016
Bryan Eisenberg
conversion rate, Social Media, Tools

Social Media has become a key component to the success of many businesses.  Contextual Advertising, real-time word-of-mouth sharing and positive reviews help generate lots of traffic.  If you can’t turn that traffic into sales or leads, then the traffic is wasted. Knowing how to collect and use the data generated can be difficult if you don’t have the best tools. After all, you wouldn’t use a screwdriver to get a nail into a wall. According to 5 Trends That Will Change How…

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Omni-channel pricing with the connected customer

January 27, 2016
Bryan Eisenberg
Multi-Channel, omni-channel, retail

Sixteen painful minutes standing there while those behind us whispered obscenities under their breath. It wasn’t our fault. Standing on line waiting to complete a simple transaction should never be so painful. Let me tell you a story about how dynamic pricing issues and lack of cross-channel awareness created a negative message for a leading retail brand. My daughter was desperate, in the way only a fourteen year old can be, to purchase the Logo board game for her best…

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While I Have Been Gone…

December 18, 2015
Bryan Eisenberg
Uncategorized

First, I would like to apologize for not blogging here and sharing with you. It isn’t because I have stopped writing or haven’t been busy with our new startup, speaking and clients but I have been writing elsewhere. A few of the things I have written lately include: Separate Pieces Lead to Poor Experiences – on the IBM Commerce Blog Mindfulness As a Conversion Rate Optimization Tool – on the SalesForce blog Keys to Success for Online Retailers: Experts Weigh In…

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Digital Marketers they think you suck!

November 17, 2015
Bryan Eisenberg
Advertising, Brand, Marketing, Social Media

In this presentation below, Professor Mark Ritson (@markritson) takes on our growing obsession with social media. He explores how social media data gets pumped up so it outshines traditional media returns. He examines the fallacy of the independent digital or social media campaign that operates outside a broader marketing effort, and finally looks ahead to a post-digital world where 1980s-model marketing principles may very well prove to be the most forward-looking of all. https://www.youtube.com/watch?v=MCAEbirIByc&feature=youtu.be It’s excellent and he provides some damning evidence…

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Are You Optimistic About SEO?

August 21, 2015
Bryan Eisenberg
Customer Experience, Mobile, Optimization, Search Marketing

Since 2012, Searchmetrics has developed a report that looks at the ranking factors that Google uses which can help content marketers, webmasters, and SEO specialists to focus on those important criteria when developing content for websites, social media platforms, articles and blogs. I’ve been keeping a close eye on this space for nearly two decades and in 2011, I summarized all of SEO into the 5 R’s of search marketing that were evergreen and constant. Focus on how content on…

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