Conversation

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

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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Buyer Legends ebook Special Preview

Dear Cognoscenti Friends, Thank you for following the link from the Monday Morning Memo. Wizard Academy is our home and you are part of our tribe. We appreciate your interest and want to keep you informed. Here’s a little more information about Buyer Legends, the ebook to be published this summer, and a Wizard Academy course. Buyer Legends is the process of using narratives and storytelling in your marketing and selling efforts. By writing stories – or buyer legends –…

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Conversion Optimization 101: Copywriting Perspectives in Email Marketing

Last week’s conversion optimization challenge was to take a look at the webinar invite sent out by WriterAccess.com with the subject line: Webinar Invite: Lessons Learned From 90,000 Content Orders.  The email contained two major obstacles and a handful of smaller obstacles. The major obstacles are the copywriting perspective and the second one is the overuse of jargon. The smaller issues are related to building credibility in the host/presenter, the calls to action and point of action assurances. This is what…

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Content Marketing: Superheroes Teach the Art of Storytelling

Last week, I visited ComicCon Austin with my 7 year old son. The people in costumes, the famous actors and characters were not what caught my attention. What fascinated me is the engagement that people had with these characters many of whom have been around for more than 50 years. That is the value of great content. I caught up with Shane Gibson, Chief Social Officer for WizardWorld and ComicCon to discuss the power of these iconic brands and to…

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Landing Page Testing: Testing for Impact Not Variations

Last column I shared the following test, which I found “in the wild” and asked readers to identify the variables. Hoping that instead of testing all the variables you could narrow it down to the most meaningful variables so that you minimize the time and resources needed to complete the test.   Depending on how you want to define your variables, these two pages have around a dozen changes. Here is my list: Layout orientation. As I mentioned last time,…

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Content Marketing: Where’s The Value?

After the first dot-com bust, “content is king” was the rallying cry of any competent Web worker. Back then this revelation was novel online. Soon after, this mantra became a cliché. As it often goes with clichés, they start out as something true and meaningful. Eventually, the words become common, outlive their value, and are so overused that they’re easily ignored. Saying content is king is the equivalent of saying money is valuable; it’s true but obvious. Tell that to…

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