Testing Archives - Bryan Eisenberg & Jeffrey Eisenberg

Get Buy-In From Skeptics – A Conversion Rate Optimization Case Study

February 2, 2015

Buyer Legends, Conversion Rate Optimization 101, Ecommerce, Storytelling, Testing

Gerald’s grandpa is a 71 year old luddite who doesn’t use email or a smartphone. So how did Gerald get his grandpa, the CEO of an old school catalog retailer, to champion a highly technical shopping cart and checkout development initiative? Gerald credits a significant part of this success, the ecommerce business was up 29.4% over budget this holiday season, to using the Buyer Legend process. This case study shows: how stories help identify the most important variables to test; how the power of…

Hidden Secrets of the Amazon Shopping Cart 2.0

July 19, 2013

Bryan Eisenberg

Continuous Improvement, conversion rate, Customer Experience, Optimization, Testing, Web Design

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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Adopting a Culture of Experimentation

April 5, 2013

Bryan Eisenberg

Continuous Improvement, Optimization, Strategy, Testing

“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 any…

Leadership in the Age of Agility & Experimentation

March 22, 2013

Bryan Eisenberg

Continuous Improvement, Optimization, Seminar, Testing, Uncategorized

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…

Technology should support your goals, NOT slow you down!

March 21, 2013

Bryan Eisenberg

Optimization, Seminar, Testing, Tools

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…

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…