Optimization

10x Conversions, Complex Sales & Flipping the Funnel

Last week, Jeffrey and I were in the Bay Area of California to do some client training and work. On a quieter day we decided to visit our friends over at Marketo to catch up. A few months ago, we worked with their very talented team in redesigning much of the website, but two areas were set apart as a focus point of the redesign. As co-founder and VP of Marketing, Jon Miller would tell you how important having a…

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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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A 7-Point Spring Cleaning Checklist

People do spend some time tidying up their websites and marketing efforts. Yet, there always seems to be a few things they forget to clean up. Since it’s spring, here is a checklist for you to start getting your site in order: 1. Clean up your lists. This is a great time to send out an email to reactivate emails that have either never purchased from you or haven’t clicked on a link in one of your emails in a while.…

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Adopting a Culture of Experimentation

“Almost any question can be answered cheaply, quickly and finally, by a test campaign.  And that’s the way to answer them – not by arguments around a table.  Go to the court of last resort – buyers of your products.” “Scientific Advertising” was published in 1923 by Claude Hopkins, who began to evangelize the need for testing and experimentation in marketing and advertising. 40 years later David Ogilvy a huge disciple of Hopkins was quoted as saying that “Nobody, at…

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Leadership in the Age of Agility & Experimentation

Here’s the punchline; The role of today’s leadership is to “remove the speed bumps in the experimenters’ way!” ~ Scott Cook, co-founder and Chairman of Intuit Nobody worth arguing with argues whether search, social, and mobile technologies have impacted customers’ minds and changed buying behavior over the last five years. Today while companies worry about keeping ahead of their competition; the truly critical issue is keeping pace with their customers. Technological and social advances are forcing companies to embrace authenticity…

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Technology should support your goals, NOT slow you down!

While the one constant in business is change, the one variable that has greatly accelerated—due to mobile and social—is the velocity of change. This is why we now hear so much about the importance of real-time marketing, agile marketing, or the need for a fast corporate metabolism. The point of good marketing technology is to enable you to do more than you could manually. Consider these two examples: 1) Web analytics vendors replaced the need to analyze log files because using Excel was…

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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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