Optimization

The Product Page 2012: 7 Must-Test Elements

All retailers have product pages. Some product pages are good in that they help you sell. Some product pages are neutral in that they don’t detract from making a sale. Some product pages – well, they hurt your sales. Is your product page earning it’s keep? Is it attracting and engaging qualified buyers? Does it have a profitable look-to-book ratio? Product pages must work harder than ever before, since visitors are demanding more from your product pages than they ever…

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Online Form Optimization: 3 Simple Form Problems to Fix

I’ve spent almost 15 years of my life helping companies to get their visitors to fill out and submit forms online. Forms to request information, to attend events, to sign up for a service, to complete an order, all sorts of forms. Web forms are a transaction. You need to look at them as an exchange of information and value in exchange for something of value you promise in your offer. When you don’t look at it as an exchange…

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Geo-Personalization: Your Opportunity

It was in the mid-1990s when I had my first taste of actionable web analytics. I was working for a telecommunications company that offered a Voice over IP solution (VoIP) and I was part of the team that tracked banner placements on websites like Excite, Yahoo, and AltaVista. I will never forget the cartoonish banner that consistently beat out every other banner ever produced. It was counterintuitive, but that alone isn’t what excited me. Here we were in the mid-90s…

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How to Go From Suck to Unsuck

Your website sucks! Your mobile experience sucks! Your competitor’s website and mobile experience suck too! Guess what? My site sucks too! As is often the case when I speak, I tell the audience that their website is like a leaky old bucket with traffic falling out the holes. I let them know we all know their website sucks and mine does too. However, when speaking at ConversionNation (formerly Fusion Marketing Experience) in Antwerp, I was politely shown by my friend Joost de Valk how…

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The CEO’s Accountability for Conversion Rates

Increasing sales conversion rates offers a greater ROI than what you can get from optimizing your traffic; either from paid or earned media. The math is simple – even if many never do the calculations. Companies with higher conversion rates almost always have better marketing efficiency ratios (net contribution/marketing expenses.) The upside is that these companies make more money and that’s a good thing. The downside is that it’s hard work to accomplish better marketing efficiency ratios. These companies are…

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Leadership For The Marketing Optimization Team

I rarely get new questions I haven’t written about before in this column – as I approach my 11th year as a ClickZ columnist. Yet, at SES Chicago this week, one of the attendees asked me how you go about building out a marketing optimization team. What kind of people do you need? What kind of backgrounds should they have? I know I’ve discussed this with clients but I haven’t written about it before. First, please notice that, I did…

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Data Rich, Optimization Poor

Building an optimization culture is hard and it seems that it might be getting harder. My friend Avinash Kaushik, the analytics evangelist at Google, recently shared an important stat and his observation on Google+: Only 22% of companies have a strategy that ties data collection and analysis to business objectives. Down from 25% last year. [Source: Econsultancy Online Measurement & Strategy report http://goo.gl/OGscu] The problem is not the tool. The problem is you and me and our management. Think of it…

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How Your Website Loses 7% of Potential Conversions

Download speed matters. And it is time to get serious about it. A one-second delay could result in 7 percent fewer conversions, 11 percent fewer page views, or even a 16 percent decrease in customer satisfaction. Over the last 15 years, I’ve told that to clients and it’s been confirmed by third-party research. So if speed affects business results, then why would you add a second to a page’s load time? The Google +1 button and the Facebook Like button…

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