Buying site traffic costs more every minute. Long term, the online business battle will be waged over conversion rates and return on investment (ROI), not traffic acquisition. Those landing pages you pay for so dearly are a logical place to begin your solid commitment to better conversion rates.

Each successful landing page answers the following questions:

What’s the offer? Who’s interested? Why are they interested, and why should they take further action? How do they get started?

Before you address these questions, think…

...continue to read "Create Landing Pages That Convert"

Design your checkout process to Get The Cash today, tomorrow or even next week!

Question: When is your shopping cart not just a shopping cart? Answer: When your visitors use it as a comparative tool.If you’ve got the hang of personas and why they are critical to designing the persuasion architecture of your web site, then you have an understanding of the underlying premise: there is no average visitor. Everyone approaches the decision to buy in different ways. The customer-focused web site…

...continue to read "Let Them Eat Cake"

I spoke on two panels at Search Engine Strategies in New York this week. One speech, “Measuring Success Overview,” I’ve been giving for three years, keeping each presentation current. This time, it was completely revised.

My objective was always to get people to realize Web analytics solutions are valuable and to start them measuring. Now, many people understand the value of measurement. The bigger challenge marketers face is determining what to do with all those measurements.

Web Analytics Tools Aren’t Enough

A recent Jupiter…

...continue to read "The Next Step: The Web Analytics Association"

B2B or B2C, you persuade most effectively when you map their buying processes to your selling process

Okay B2B folks. Time to see the light. Time to challenge your perceptions of industry differences – when it comes to online persuasion, B2B is not substantively different from B2C. You sell; they buy; you’re most effective when your selling process pairs up perfectly with their buying processes. Whatever you’re doing out there in cyber space, you get that relationship right and you’ll persuade…

...continue to read "The Forest for the Trees"