Strategy

Conversion 101: Creating an SEM Legend for Improved PPC Campaigns

In part one of this post, we took a look at the challenges a home remodeler or contractor might have at getting prospects to contact them and fill out a form from their landing pages. Before I go through the process and list all the questions our Persona might have, I want to ask you who do you think is the most successful SEM advertiser of all time? If you answer Amazon,  then I would have to agree with you.…

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Even Your Shopping Cart isn’t Sacred

Birth of the Shopping Cart The first rolling shopping cart was created by a Piggly Wiggly owner in Oklahoma City. Once a regular basket got too heavy, customers headed straight for the check-out line.  This robbed stores of incremental sales. So in 1936, that store owner introduced a rolling cart to make shopping easier. In CRO terms, he reduced the friction of shopping to increase average order size. The design went mainstream in the 50s. It has remained a retail “best practice”…

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Is Conversion Rate Optimization (CRO) a Dead End?

April 9, 2015 will be the first annual International Conversion Rate Optimization Day. April 9 is also my 45th birthday. I’ve invested almost half my life evangelizing for conversion rate optimization (CRO). I should be thrilled but instead I find myself asking: is CRO, as it is practiced today, a dead end? The good news is that there is a greater awareness that increasing sales conversion rates offers a greater ROI than what you can get from optimizing your traffic;…

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What A Used Car Salesman Can Teach You About Empathy

He pushy pushed his way up towards the stage. I had just finished presenting the keynote at Driving Sales, an automotive dealers conference. He thrust out his hand and eagerly shook mine; saying “thanks … blah blah blah…. “ And then I heard him clearly “…too often I am obsessed with pushing customers through sales and I’m not helping them buy!” Really!?! That forced me to pay attention. I hope that he didn’t notice me picking my jaw up from…

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Show Us Your Briefs

When I talk to marketers about their creative briefs the responses I get are about as diverse as the undie aisle at Target.  Their briefs come in all shapes, styles, and sizes and only the most brave and defiant don’t bother to use briefs at all.  Some will preach on about the virtue of briefs and their necessary role in covering the company’s marketing essentials.  Most complain their creative briefs offer too little support and grant their agencies too much…

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Amazon’s Performance Secrets

It was a great honor to present at the inaugural ClickZ Live in New York this week. I was asked to share some of what I presented. For years we have paid careful attention to Amazon, and I shared a few secrets we have discovered about what makes them so incredibly successful. Say what you will about them, but they are a formidable competitor to every business out there. However, what we most admire about Jeff Bezos’ approach to business…

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How to Get More Leads with Persuasive Scenario Planning

Take 30 minutes during your lunch break today and catch Jeffrey’s webinar with Marketo on “More Effective Lead Generation Using Persuasive Scenario Planning.”  Jeffrey will show you a scenario narrative process that ensures all business decisions are made explicitly by the team that owns the results instead of implicitly by the creative and/ or technology teams. Following this process will help you drive more micro and macro-conversions, improve testing and boost the effectiveness of your marketing communications. If your bottom line…

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