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I’m not going to lie to you: this can get very tricky. It’s so complex that many ecommerce platforms don’t even bother with it. An attribution model is how you assign credit or value for sales and conversions across various customer touchpoints. It includes all your digital channels – paid search, display, email, social media, organic search, referrals – and the impact that ea ...
The sales funnel. It all seems so smooth and simple, doesn’t it? Lots of prospects come in through the top, only to move in various, predictable stages like “Awareness” and “Discovery” only to come out the bottom as loyal, committed customers. Except the reality of today’s sales and customer experience process is anything like that.
It’s true. Your customers don’t care about your product. Don’t worry, they don’t care about your competitor’s products either. Your customers don’t care about any products. Thankfully, your customers do care about something, which is why they buy your product. Your customers care about the progress they will make as a result of using your product.
The marketing industry leads the way. Sure, other industries (eventually) catch on to sophisticated marketing techniques. But more often than not, it’s the digital marketing echo chamber that paves the way for strategies and tactics before they hit mainstream. For instance. Consumers today ignore ads. They’re banner blind and doubling-down on ad blocking.
For many websites, an internal site search engine is a must-have. However, oftentimes it’s looked at as more of an afterthought than a true conversion optimization tool – and that in itself could be killing your conversion rate. So what should you know about improving your site search and how do you put these tips into practice? Let’s take a closer look.
One of the more loaded questions we hear from execs at our SaaS company is, “How is Marketing doing this month?” Fair question. For B2B marketers who work with lead generation and conversion tracking, the answer beyond “great” may be tricky to communicate, based on whom we’re talking to and all the factors involved.
Forrester estimates that companies allocate about 30% of their marketing budget to online. It’s trending upwards, gaining roughly 1% per year. That’s means that offline marketing spend will continue to outspend online for the next couple decades. So if you’re like most companies spending the bulk of your marketing budgets on offline marketing campaigns, you’ll need to know h ...
Analytics is integral to refining the customer experience. Research shows that “90% of business managers believe analytics has the ability to improve sales, and another 62% report they believe analytics can increase sales by more than 20%.” Examining the data offers the chance to learn what you did right and what needs more attention.
Before we get started, let’s get one thing straight: If the product or service your company offers doesn’t live up to your customers’ expectations, your business isn’t going to get very far. That being said, it’s important to note that the quality of your product or service isn’t the only factor that determines the level of success your company will achieve.
The best thing about Google Analytics is also the worst thing: there’s a massive amount of available data. Why is that both good and bad? You can use that data to improve and understand. Your traffic. Your audience behavior. Your goals. Your marketing. That’s good. But because there’s just so much of it, it’s easy to get bogged down in just looking at it, swimming through it ...
As a co-founder of an eCommerce startup in a highly competitive industry, I quickly realized that we had to move beyond the basics of marketing optimization and test some advanced techniques to improve our ROI. After much trial and error, we found few tactics that were really effective. Although our startup did not survive, the learnings I took away from our extensive experime ...
Launching a new product requires time, money, and a whole lot of elbow grease. When the launch goes off without a hitch, all the effort seems worth it — but when it fails, it can send you and your business into a doubt-ridden daze. Coca Cola’s ‘New Coke’ disaster back in 1985 still draws attention, while Amazon’s more recent failure with the ‘Fire Phone’ is still fresh in our memories.
When it comes to online advertising, no one is disputing that demographics are important. After all, they’re what powers your media buying and customer personas. The data you collect is meaningless without demographics to help you properly filter and segment it. But dig a little deeper, and you’ll find something much more important than demographics powering actual conversions.
About 6 months ago I decided that I was going to build a SaaS company from scratch. I had recently sold my company and found myself in discussions with a number of startups around making angel investments. This didn’t get me too excited so I wanted to see if I could build and launch a SaaS company for the same amount of money that I would have otherwise angel invested into other companies.
You’ve seen the stats before. 1-2% conversion rates for websites. Which means 98-99% ain’t buying. For one reason or another. A bigger chunk of that is bouncing; leaving your site almost immediately after getting there. You work so hard (and spend so much) on getting them there in the first place, and then they just… leave. It’s disheartening. Depressing.
Sales decreasing? Most companies experience a temporary slump during their existence. But don’t panic. Take practical steps to move your company forward. When sales start declining, be mindful of what’s going right and what needs improvement. As an ecommerce business, it may be time to upgrade your website.
We live in a world of digital data. We create it. We consume it. It’s everywhere. And it’s accumulating at an unprecedented pace. In fact, experts predict that we’ll be adding 50,000 gigabytes every single second by 2018. That’s a whole lot of tweets, snaps, and posts. But data goes beyond just social media, email, and YouTube videos.
Writing online content is something of a balancing act. For years, SEO experts have pointed out that Google loves longer content. Your readers? Not necessarily. As a writer, that means you’re kind of stuck in the middle. Write too little, and your content won’t rank. Write too much, and most people won’t read your content.
A Blog About Analytics, Marketing and Testing