Customer Experience

What Makes a Good Online Copywriter?

Good Copywriters Are … “What makes for good online copywriting?” Both marketers and copywriters have their reasons for asking this question. “Can you recommend a good online copywriter?” Ah. Unfortunately we have considerably fewer answers to that one (although we wish we were busting at the seams with them). So one day, I enlisted my colleagues in brainstorming the answer to this related question: “What qualities must a good onlne copywriter possess?” Here are 13 things that we would look…

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Hidden Secrets of the Amazon Shopping Cart 2.0

You may be in a test cell right this moment. Go to Amazon.com, search for a book and look at their add to cart button, ready to buy area. Is the background of the box white or blue? Amazon is doing a significant test to their add to cart button and the area surrounding it, what I call the “ready to buy” area. This is the first major test of this area I have seen in years. In 2008, I…

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The Smarter Data Manifesto

“An organization’s ability to learn, and translate that learning into action rapidly, is the ultimate competitive advantage.” – Jack Welch Fifteen years of working with many organizations (it is an impressive list) has taught us most organizations have not yet achieved a point where marketing analytics is like financial reporting: simplified; fairly universal; with a clear line of sight to business financial statements and tied to specific goals and objectives. If everyone had a simple marketing analytics framework that made reporting simple, then everyone…

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Choose Not to Confuse

Every company has to make choices when it comes to how it markets and sells, and, in some cases, who it is and what it sells. In an email exchange, Tom Grimes, the owner of a Culligan dealership in Amarillo, TX and a brilliant friend, shared with me what he’s thinking about in terms of business choices. I thought about it and based on his thoughts, here’s a list of the many high-level choices businesses typically make every day. It…

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Jeff Bezos’ Secret to High Conversion Rates

If you do business, online or traditional business, I hope you took the time to read Amazon.com CEO Jeff Bezos’ 2013 shareholder letter. In it he shares this tidbit: “Our heavy investments in Prime, AWS, Kindle, digital media, and customer experience in general strike some as too generous, shareholder indifferent, or even at odds with being a for-profit company. ‘Amazon, as far as I can tell, is a charitable organization being run by elements of the investment community for the benefit…

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Comparing the Anatomy of B2B Landing Pages

Last week, my partner and brother, Jeffrey and I were doing an in-house training for a large B2B marketing team. At the end of our training, we had them review a bunch of landing pages across the web to see how they could apply what they learned over the two day training. One source of inspiration for the landing pages they reviewed was this list of 30 beautiful landing pages. There were a few good ones (beautiful isn’t good), but…

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Facebook Offers Desperation

With news that Facebook gift sales and revenue are off to a rough start, they are starting to show how desperate they are for people to start buying gifts. Have you noticed their latest offer of desperation (Get $3 off your gift of $5 or more): Maybe they didn’t think people could see that they could buy their friends gifts when you go to wish them a happy birthday from the birthday notifications and below each person they tell you…

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How to Optimize Your Mobile Landing Page for Conversions: Hulu.com Example

A couple of weeks ago, I asked readers how they would optimize the following Hulu.com mobile landing page that I saw when I searched for Hulu on my iPhone’s browser. Obviously, there was an issue with the image loading, but that might not be the only problem on this mobile landing page. Techmirth, a former client and good friend suggested how they could deal with this image not loading: Don’t rely on a single image that may fail to load to…

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