You’ve been entrusted with a handsome SEM (define) budget. The powers that be bark at you to “start driving some more traffic to the site!”
A few years ago, this would’ve been easier. You could’ve driven more traffic than a 10-lane highway at rush hour. You could’ve attracted enough traffic to find enough folks willing to actually convert.
Traffic quality has always been part of your marketing discussion, a weeny part of the game plan. But times have changed. Conversion rate increases…
start by studying Emotions. Watch people. Interact. Communicate. Experience. Feel. Poke. Prod. Ask different questions, look from different angles. Sound daunting? It doesn’t have to be… and more tools are coming.
It keeps going down, down, down.
The average conversion rate for online retailing.
In 2002 it was 3.2%, in 2003 it was 2.4%, 2004 it was 2.6%, and last year down to 2.4%
All this according to the Shop.org State of Online Retailing 2006 report.
Think about 2002, ages ago in internet years right? Now think about 2005. Today sites are better, better technology. Faster sites. Better usability. Better web analytics. Majors sites have been redesigned since 2002. More users have broadband,…
Here’s a partial case study for Persuasion Architecture. It has a "before" scenario, but I’ll leave out the after. The numbers are real, the company is real. The name of the company has been changed to protect the blind.
Company B sells one product (just one) through their web site. They are driving traffic to their site via targeted network radio. Virtually ALL of their traffic is coming directly as a result of this offline radio campaign. These visitors heard about…
What do you do if you are in a dog munch dog, hyper competitive industry? What do you do if you are in an industry whose reputation is collectively toilet bound? What do you do if everyone in America is conditioned to mistrust you? How do you sell successfully in a hostile environment like that?
Answer: Have fun.
Seth Godin blogs…
Whatever your website, I think you want better traffic, not more traffic.
You want to figure out why the right people will come, not build a sideshow that attracts exactly the wrong people.
At trade shows, there’s always a few booths with magicians, fire-eaters or bikini-clad models. And post-show, there’s no evidence at all to indicate that the noisy attractions did very much to improve the actual metrics of the booth.
So, maybe it doesn’t matter how your site does compared…
Create driving points that reflect the intention of the customers’ questions
It’s fairly easy to sell online to folks who know exactly what they want. They’re eventually able to find what they’re looking for and seem willing to stumble over a road block or two to complete the deal. Word is these visitors convert well.Trouble is, these folks are only a small part of your audience. Far more of your potential customers are much earlier in their buying decision process. They…
How will e-commerce influence catalog marketing?by Fredric B. Gluck
For those of you who may not be history buffs, Copernicus was the guy who broke ranks with conventional thinking and proposed that the sun, not the earth, was the center of the universe. That doesn’t sound like a huge revolution today, but back in the late 15th century, it was a monumental shift in thinking. It up-ended everyone’s frame of reference.
In our world of on-line retailing, I am pretty sure…
“Push your agency out of the way,” insisted John Nardone, chief client officer at MMA, in the day’s most controversial statement.
“They’re your single biggest barrier to measurement.”
And I thought we were harsh in our Ad:tech 1mpact presentations! Talk about impactful quotes. How about this one as well:
“I don’t need to hear from you,” snapped Dr. Don E. Schultz, professor emeritus-in-service of Integrated Communications at Northwestern University.
Speaking in an ad-barraged consumer’s voice, Dr. Schultz continued, “If I need something,…
It’s nice to see mainstream marketing execs hop on the online branding bandwagon. It’s been a long time coming, and we were tired of being lone voices in the wilderness. I’ve urged our clients to think bigger than short-term direct response for years. They should add longer-term branding campaigns to online marketing budgets.
Two years ago, Anthony Garcia, our senior persuasion architect blogged the following:
Direct response marketing singularly focuses on selling customers in the market TODAY. The pitfall with that approach is…