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In many ways, being effective online means paying attention to the things that matter. That recipe includes conversion, and analytics, and metrics — important ingredients, all — but it also means using your brain to pay attention, as a human,
Read moreHow do you measure the impact of conversion improvement on your site? Most marketers know the basics of how to calculate this, but might get confused when it came to details — or do they? Astute readers will recall I
Read moreAs I’ve mentioned in earlier articles, the biggest threat to effective improvement on a regular continuous basis is looking at too much data. The more metrics you’re looking at, the less likely you are to follow through on any of the
Read more[This article is Cross-posted to my monthly column at MarketingLand, which is a great place to read all sorts of interesting content.] Everyone knows the question: “What one [book|person|food|movie|etc] would you take with you on a deserted island?” That is to
Read moreThe start of a new year is a popular time for resolutions. Of course, even among marketing cognoscenti new year’s resolutions rarely involve analytics and key performance indicators (KPIs) — so I’d like to take this opportunity to outline a plan you can follow to slim down and shape up in 2012, metrics-wise.
Read moreA lesson re-re-learned: keep up to date on WordPress updates to avoid getting hacked! I’ve been able to restore multiple years of blog posts, but will have to handle all the posts from late 2010 and all of 2011 by
Read moreA newer client of ours asked a great question recently: “What if we create a completely new site from scratch using the persuasion framework you developed and then A/B test it against our old site — What would happen?” Let
Read moreI recently viewed this Hardee’s Ad and thought, “Can this be real?” It seems Hardee’s now sells little breakfast items that compete with donut holes. And this ad takes a blind taste-test theme, wherein the participants choose between the “A-holes”
Read moreOccasionally we hear from clients after they’ve implemented some recommendation for improvement that they see a temporary dip in conversion. This seemingly goes against logic — after all, if you fix a problem, things should get better, right? — but
Read moreDespite the great press coverage, there are three excellent reasons why the Easter Bunny should not be your marketer
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