Avinash Kaushik Says, Tell Your Analytics to Grow Up!

Avinash Kaushik’s recently offered a webinar about how to use your analytics to gain insight into acquisition cost, revenue, net profit, micro-conversions, and economic value. The webinar is available to the general public (see link in article) and in it you will learn how analytics can increase marketing accountability. However, just in case you can’t squeeze that kind of time out of your schedule, below … [ Read more ]

The Missing Google Analytics Manual

Get the most out of your Google Analytics with this collection of links to implement, configure and get insights from Google Analytics.

14 Tools to Legally Spy On Your Competition

Have you ever wished you were Bond? James Bond? Here are 007+007 = fourteen ways to spy on your competitors’ web sites, without breaking any FISA laws.

Make Your Web Analytics Actionable in 5 DIY Steps

Most organizations don’t know what to make of their Web Analytics, meaning they can’t take action to improve their site based on the information they have. And while the best bet in these situations is simply to hire an expert guide, that may not be an option for you (or maybe you’re just a hard-core DIY-er when it comes to website improvement). If … [ Read more ]

7 Ways to Win Over Reluctant Buyers

“Do I really need that?”

Those are probably the 5 scariest words in website optimization today. More and more visitors are asking themselves that question and then not buying.

They’re applying a considered purchase mindset to much lower price-points than ever before. And most websites’ copywriting is coming up short in the face of this new challenge, since most of it was written to describe … [ Read more ]

Which of the Three Layers of “Fogg” Are You Stuck In?

The Fogg Behavior Model shows that three elements must converge at the same moment for a behavior to occur: Motivation, Ability, and Trigger. When a behavior does not occur, at least one of those three elements is missing.

Tweaking Internal Site-Searches into Buying Opportunities

Your visitors expectations of your site’s search is that it will perform as well as the search they are used to from their favorite search engine.

There are many ways that search result pages can be optimized to provide visitors with an easy means to find what they are looking for — or at least something that will keep the visitor moving through your site. Here … [ Read more ]

Melissa Burdon

Averages are messy. We don’t just want to know what our average overall site conversion rate is based on all of the traffic we get. We want to know what our conversion rate is for those visitors who are highly targeted, separately from the conversion rate for those who are less targeted. This will really help us understand how we are truly performing with the … [ Read more ]

Online Copywriting 101: The Ultimate Cheat Sheet

The guys at GrokDotCom put together a list of some of their favorite Web copy resources in what they refer to as the ultimate cheat sheet.

Why Testimonials Do (and Don’t) Work

There are times when testimonials are incredibly powerful, and times when they might actually hurt you. Testimonials hurt you when people don’t think they’re real. Anything that sounds vague or cliché can smack of insincerity. Here are three traits of strong testimonials.

7 Deadly Claims

Jeff Sexton at Future Now identifies and challenges seven common marketing claims, explaining why they are ineffective and offering ideas for making them persuasive.
1. Superior Customer Service
2. Easy to Use
3. Most Experienced
4. We’re #1
5. 100% Risk-Free
6. Cutting Edge
7. Best Value

4 Q’s Your Web Analytics Can’t Answer

The folks at Future Now are skeptical of surveys. They can annoy customers. The questions themselves tend to reflect the bias of the person or company asking them. At best, they offer directionally-correct information, which is often taken out of context and used to replace an old assumption with some shiny new (and equally dangerous) one.

The great thing about Web Analytics is that it allows … [ Read more ]

Roy Williams

The value of an item — in the mind of a consumer — is simply the difference between the anticipated price and the price on the tag. When the anticipated price is higher than the price tag, it’s a good value.

5 Ways to Optimize Your Website Credibility

Jeff Sexton offers five ways to increase your website’s credibility. Even more useful are the links to related articles and screencasts on the same topic.

How A Pretty Face Can Push Visitors Away

It’s no surprise that marketers use faces to draw people into their websites. They know that, from birth, humans are naturally attracted to, and engaged by, faces. But be careful. Simply picking a “pretty” picture isn’t enough. Generally, it’s best when the model faces the content you want visitors to engage with first.

Decoding Personality: Why We Compete, Reward & Buy

Our whole lives are motivated by an internal sense of worth, measured by “rewards” – both internal and external. We’re each addicted to our own reward system. It stains every action we take. The same applies to the buying process, and to your website.

Roy Williams

Happiness rarely triggers commerce. Unhappiness often does.

Purchases are triggered by dissatisfaction with the way things are. We purchase when we have a need, a desire, an itch to scratch. We want to change our condition, our surroundings, our state of mind. We buy because we are dissatisfied…

…To increase your sales volume, you must identify the dissatisfaction that lurks in the heart of your customer. And … [ Read more ]

Bryan Eisenberg

If you gave away every idea you ever had, people would still step up to ask you to help them, or do it for them. The same can’t be said if you don’t share with them at all. …As our friend Sean D’Souza likes to say, “Give the ideas. Sell the system.”

What Makes People Buy

“Roy Williams qualified shoppers as operating in either one of two modes: transactional or relational, a few years ago. At that time some of us loafed around virtually, exchanging emails with friends, trying to complete a list of reasons that motivate people to buy things. (Thank you, Tom G. & Brett F.) More recently, we returned to compiling the list with the rest of my … [ Read more ]

Revenge of the Pixels: The Battle for Screen Real Estate

Designing web pages is challenging. Unlike almost any other media, a web design’s integrity is compromised by the nature of a fluid medium. In other words, just because you want something to look a certain way doesn’t guarantee it will – differing browsers, resolutions, screen sizes, monitor calibrations and operating systems all distort the experience.

One of the more contentious issues in web design presents … [ Read more ]