Whenever someone tells me they want to be in the first 10 search results I always ask- “why do you deserve to be in the top 10 search results?” I recently asked a VP of Marketing that question . His company is the #2 market share leader in their category, they have been producing their product longer than anyone else and they have more diversity in their product offering that their competitors. Yet they don’t show up in the top…
In my last column I covered the first three of seven online marketing challenges. Marketers often find they need to: Reach more people. Reach better people. Have more resources. Improve testing and usability. Redesign. Obtain better metrics. Improve conversion rates. Let’s consider the latter four challenges: 4. “We need better testing and usability.” Evaluate how easy it is to buy from you. Determine if your visitors quickly can find what they’re looking for. Check out the ease of your check…
Marketers like to ask: How do I increase my sales? How do I get more leads? How do I drive more traffic to my site? How do I achieve better search engine rankings? How do I keep customers from abandoning their shopping carts? How do I use the data I get from my analytics software? How do I move to the next level? These are important questions. Over the last decade we’ve challenged hundreds of clients to reframe their questions.…
1. UserTesting.com UserTesting.com has built a large panel of users who will record their on-screen actions and voice as they use your website. For each user’s test session, you get a video and their written summary. It costs $29 and is typically ready in one hour. The users are pre-screened to ensure they can follow instructions, stay on task and verbalize their thoughts. UserTesting is fast, easy and inexpensive. Users are prescreened and rated by previous clients so the quality…
I hear one big question over and over again when I speak: where do I trim the fat from my online budget? If you aren’t being asked to do more with less, then just wait. You will. Online marketers that have well-monitored stews of traffic on their site are hesitant to do anything other than add to the traffic pot. The thought of shifting or slashing online budgets and risking traffic is surely keeping many marketers up way past their…