The latest ‘MarketingExperiments’ blog post is titled “Customer Theory: What do you blame when prospects do not buy?”. Daniel Burstein says, “The effort and money that you’re investing in your marketing is predicated on one thing – that you understand your customer. What good is a print ad, an email or a marketing automation investment if it doesn’t deliver a message that alleviates a customer pain point or helps a customer achieve a goal? They won’t act if the message doesn’t hit them square between the eyes. Let me give you an example of faulty customer theory. Uber, a... [...]

The latest ‘MarketingExperiments’ blog post is titled “LPO: How many columns should you use on a landing page?”. John Tackett says, “What is the highest performing number of columns for your webpages? The question is deceptively simple and difficult to determine unless you test your way to the optimal layout for your needs. During a recent Web clinic, Jon Powell, Senior Executive Content Writer, MECLABS, revealed how a large tech company decided to test its column layout in an effort to increase sales from its branded search efforts. So, let’s review the research notes for some background... [...]

The latest ‘MarketingExperiments’ blog post is titled “A/B Testing: Is responsive design worth the investment?”. John Tackett says, “Is responsive design worth the investment? It depends on whom you ask. You can ask the experts, receive a variety of replies and hopefully draw some conclusions from their answers. Or, you can look to your customer data for insights through a little testing and optimization. During a recent Web clinic, Austin McCraw, Senior Director, Content Production, and Jon Powell, Senior Executive Content Writer, both of MECLABS, revealed how marketers at a news media... [...]

The latest ‘MarketingExperiments’ blog post is titled “Online Testing: Defining type I and type II testing errors”. Taylor Lightfoot says, “When it comes to website testing, maybe you’ve heard of the terms type I and type II errors, but never really understood what they mean. Perhaps you’re thinking they might have something to do with personality types, like a type I personality that is perhaps more aggressive than a type II personality. Or maybe blood type comes to mind? These are, of course, all wrong. In the context of testing, what we are really referring to are type I and type... [...]

The latest ‘Web Marketing Today’ blog post is titled “Google Analytics, AdWords, and Return on Investment”. Kevin Webster says, “Pay-per-click costs can be expensive to many small business. While the Google AdWords interface can show significant amounts of data around conversions, to really understand the impact of your advertising expenditures, it’s useful to track results in Google Analytics. To begin, you simply need to connect your AdWords account to your Google Analytics account via the latter’s admin section. Once that is complete, the section of the Acquisition tab will begin... [...]

The latest ‘Web Marketing Today’ blog post is titled “How to Promote Ebooks”. Pamella Neely says, “Ebooks are one of the most common content marketing vehicles. They’re a good way to demonstrate your knowledge and to educate customers or clients about what you have to offer. The problem is you can’t just write it and expect your readers to come. You have to promote your ebook if you want people to read it. You have to market your marketing. Consider the advice of Derek Halpern, founder of the blog Social Triggers, who admonishes bloggers to spend as much time promoting the posts... [...]

The latest ‘Web Marketing Today’ blog post is titled “Online Testing Most Overlooked Process”. Andy Curry says, “Testing is perhaps the most overlooked process in online marketing. Yet it’s one of the most important things to do. When you’re selling something online, you should never think that your first draft is final draft. In other words, if you create a sales page for a product and you start selling from it, it’s crucial to keep testing variables to see if you can sell more. The first time you sell something established your control page. Any time you test other variables... [...]