Optimization Archives - Page 3 of 12 - Bryan Eisenberg & Jeffrey Eisenberg

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

February 14, 2013

Conversion Rate Optimization 101, Customer Experience, Landing Page, Mobile, Optimization, usability

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…

PPC Pro – You’re Being Replaced

February 8, 2013

Bryan Eisenberg

Advertising, Big Data Marketing, Optimization, PPC, Search Marketing

You’re fired, laid-off, downsized, terminated, made redundant, rightsized, pursuing other opportunities, discharged, dismissed, pink-slipped. Search Engine Marketing professionals are becoming redundant, replaced by technology, so they should prepare themselves to hear those words. In the next 3 years, 80% of PPC professionals will be replaced by an algorithm. Those that won’t, will be the few who already provide high value or find ways to increase their value to clients. There will simply be fewer positions and high value change. If…

Can You Optimize This? A Mobile Landing Page

January 31, 2013

Bryan Eisenberg

Conversion Rate Optimization 101, Landing Page, Landing Page, Mobile, Multi-Channel, Optimization

My cable contract just ended, so I have been thinking about how little actual cable TV my family watches. I was wondering if we could do with Netflix, Amazon Prime Video and Hulu. I had some time waiting to pickup my kids from school, so while I was parked in the car, I decided I would do a bit of research on Hulu. Every way I navigated (direct url, click in search engine results) to the mobile website from my…

Why You Won’t Crush It This Year!

January 28, 2013

Bryan Eisenberg

Optimization, Testing, Uncategorized

I began writing this column on marketing optimization in 2001; yet this morning, 12 years later, I find myself in LA to train a well-known company that wants to start “crushing it” by developing an optimization culture, rarer than running a few tests a month. This is the third such training I’ve done this year already, and I am willing to bet this client will be one of the most successful of the three. Why is that? “A growth team that ‘crushes…

Companies spend $92 on Driving Traffic Compared to $1 on Customer Experience

November 12, 2012

Bryan Eisenberg

Customer Experience, Optimization

by Column Five Media. What are you doing to optimize that spend ratio in 2013? Are you planning on investing in a/b testing, usability tests, heuristic/expert evaluations, optimization software. customer journey analysis, personas, or marketing optimization training and mentorship?

Conversion Optimization 101: PPC Landing Pages

November 8, 2012

Bryan Eisenberg

Conversion Rate Optimization 101, Customer Experience, Landing Page, Optimization, PPC, Search Marketing

This week’s Conversion Optimization challenge is to look at a PPC ad I found on Google for the search term “SEO Management Software.” Here is the ad I clicked on: and here is the landing page (image capture below): How would you optimize the ad and the landing page? Is this the best ad and landing page based on the intent and buying stage for the key phrase? What things would you like to test here? *Update: For how we…

Conversion Optimization 101: Selling with Video

November 7, 2012

Bryan Eisenberg

B2B, B2C, Complex Sales, Conversion Rate Optimization 101, Demo Video Presentations, Online video, Optimization

Last week in our Conversion Optimization challenge I asked, how would you improve this Quick Tour demo video found on the homepage of UserTesting.com. I won’t tell you any more about them. If you don’t know them it’s because the video should do a better job of “selling” you. Watch the explainer video below and let me know in the comments if a) did this make you want to use UserTesting.com on your website b) what would you do to…

Conversion Rate 101: Demo or Explainer Videos – Presenting Effectively

November 1, 2012

Bryan Eisenberg

Complex Sales, Conversion Rate Optimization 101, Demo Video Presentations, Lead Generation, Online video, Optimization, Web Design

Since we just finished looking at how to optimize ecommerce product or hero images, I thought we should look at how to get the best demo or explainer video to help sell your service or product. There is no question video marketing is hot, but doing it poorly can hurt your chances at converting visitors. What proves to be true is that just like in every other media, you have to capture people in the first 8-12 seconds if you…