Archives

Get Buy-In From Skeptics – A Conversion Rate Optimization Case Study

February 2, 2015
Jeffrey Eisenberg
Buyer Legends, Conversion Rate Optimization 101, Ecommerce, Storytelling, Testing

Gerald’s grandpa is a 71 year old luddite who doesn’t use email or a smartphone.  So how did Gerald get his grandpa, the CEO of an old school catalog retailer, to champion a highly technical  shopping cart and checkout development initiative?  Gerald credits a significant part of this success, the ecommerce business was up 29.4% over budget this holiday season, to using the Buyer Legend process.   This case study shows: how stories help identify the most important variables to test; how the power of…

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What A Used Car Salesman Can Teach You About Empathy

January 23, 2015
Bryan Eisenberg
Buyer Legends, Customer Experience, Speaking, Strategy

He pushy pushed his way up towards the stage. I had just finished presenting the keynote at Driving Sales, an automotive dealers conference. He thrust out his hand and eagerly shook mine; saying “thanks … blah blah blah…. “ And then I heard him clearly “…too often I am obsessed with pushing customers through sales and I’m not helping them buy!” Really!?! That forced me to pay attention. I hope that he didn’t notice me picking my jaw up from…

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Can Your Company Deliver What Marketing Promises?

January 12, 2015
Bryan Eisenberg
Buyer Legends, Customer Experience, Multi-Channel

As marketers are given better tools for storytelling, it may become harder for companies to deliver on the promises they are making. If I promised to give you $25,000 as a gift and then only gave you $10,000 you might be grateful, but you’d also be disappointed. Don’t bother to deny it. Once an expectation has been set, anything that falls short of that expectation is disappointing. Good marketers are paid to attract prospective customers. When attracting those prospective customers,…

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How to Get Traction for your Startup Business

December 12, 2014
Bryan Eisenberg
Books, Startups

Most business owners (who aren’t in stealth mode) want to get the word out about their new ventures in order to help build credibility, and trust. Those are critical barriers to overcome when you are a new start-up without a track record. I am no different. The past few months have been busy on this end: we published a new book, launched a new training company, and launched a new start-up. And like many start-up founders, I have to think about…

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Where’s Bryan? 12 Provocative Posts You May Have Missed

December 7, 2014
Bryan Eisenberg
blogging, Buyer Legends, conversion rate, Customer Experience

Things have been crazy the last couple of months since publishing our new book so I’ve been neglecting this blog a bit.  Just in case you missed it here are a few things my team and I have been working on in the past few weeks: 1. Conversion Rate Optimization I wrote about the future of Conversion Rate Optimization over at the eConsultancy blog 2. Improving Collaboration and Execution With Your Marketing Team On the SalesForce.Com blog I wrote about…

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The Stepford Personas: What Lies Beneath?

November 14, 2014
Bryan Eisenberg
Buyer Legends, Personas

Conferences are fun. The drinks afterward are better. Confidences get shared. Let me give you a peek into Chad’s world. Chad is the chief marketing officer (CMO) of a very successful company you’d recognize and probably admire. I changed his name to protect the innocent. Chad’s Stepford Personas Janice, Duane, Samantha, Nathan, and Ari are our personas, explained Chad, while showing me a stunning deck. We invested a great deal of time and money researching our customers and these personas…

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