Channel: Analytics & Conversion

  • 3 popular CRO tactics (that can backfire terribly)

    … Conversion rate optimization (CRO) is an easy enough idea to understand. You perform tests, measure activity, and then choose a winner based on the results. Unfortunately, many popular CRO tactics can actually hurt your business if not done correctly. In this post, I’m going to share three such tactics — and show you how they can backfire…

    Marketing Land- 6 readers -
  • Google Surveys 360 joins the Analytics 360 Suite

    … Google has announced big changes to its four-year-old Google Consumer Surveys product. It’s essentially splitting the tool in two: a new version specifically for enterprise-level marketers that’s integrated into the Analytics 360 Suite, and the existing consumer-level survey tool that’s been renamed and moved under the Google Analytics umbrella…

    Matt Mcgee/ Marketing Landin Google- 9 readers -
  • Brands must close the loop on audience segmentation

    …, ingrained campaign features like media channels and spending are often the focus of the performance evaluation, rather than the performance of the different audience segments. Greg Pharo, a director of market research and analysis at AT&T, has suggested that many marketers focus too closely on the financial returns of individual marketing channels…

    Marketing Land- 7 readers -
  • Activate your audience with a ‘measurement framework’

    … buy, a strategic, objectives-driven approach to analytics — what I call a “measurement framework” — is a prerequisite to creating value using your organization’s data. Indeed, all the work we do in analytics, whether on the technical side or the number-crunching side, should be driven by a robust, documented framework for analytics. Putting…

    Marketing Land- 10 readers -
  • Why 2016 is NOT the year of conversion optimization

    … thoughts that guided website optimization. Steve Krug had published “Don’t Make Me Think” in 2000. It made me think. Steve Krug made me think. The whole course made me think — think about the practice of conversion optimization and its historical development. The Eisenbergs had published the book, “Persuasive Online Copywriting,” in September…

    Brian Massey/ Marketing Land- 10 readers -
  • Your best users: Where they are and how to find them

    … is converting on their website. You shouldn’t “think.” You should know based on data mining and research you have performed. Google Analytics will tell you the age, gender, location, device and a number of other attributes for each person who visits your website. You can break it down even further and get specific demographic information about people who…

    Jeremy Smith/ Marketing Landin How To's- 5 readers -
  • 3 tips for tracking response to industrial tradeshow print ads and landing pages

    … the show at which they’re exhibiting. My smaller manufacturing clients do this as well — and then ask, “How do we track our print ads?” In this article, I cover how any company, small or large, can use two free tools — Google Analytics and the Google URL builder — to track two marketing tactics associated with industrial tradeshows: print ads…

    Marketing Land- 10 readers -
  • 7 advanced conversion strategies you probably don’t know

    … If you’re at the point in your digital marketing efforts where it seems like things are going fairly well, but you haven’t reached peak performance, then it might be time to take your conversion optimization efforts to the next level. To that end, you’ll want to split-test a number of CRO (conversion rate optimization) strategies that you’re…

    Marketing Land- 7 readers -
  • The high price of inflated marketing metrics

    … that is exactly what the agencies did. As many brands started to switch to a “prove it or lose it” marketing strategy, things didn’t always improve due to channel silos and other turf battles. Many marketers still wanted to keep their whole budget, so rather than redirect agencies to find the best-performing options, they often asked agencies to find…

    Marketing Land- 6 readers -
  • 2 ways word clouds help you optimize

    … have. Below, I present two ways to pre-process transcripts — Combining Words and Weighting — that will help you understand what language is truly important. First, here’s an example of how words can reveal conversion-improving ideas. How the word cloud saved us We had completed three rounds of A/B tests for Discount Catholic Products and had…

    Brian Massey/ Marketing Land- 8 readers -
  • Google Analytics App now offers Google Now-like automated insights

    … a top destination for Google Analytics app users. About The Author As Third Door Media's paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin. …

    Ginny Marvin/ Marketing Landin Google- 11 readers -
  • Google Analytics launches Workspaces for enterprise-level tag management

    … Google Analytics Solutions (a new name; see below) continues its push towards the enterprise with today’s launch of Workspaces, a new collaborative feature that’s available in both Google Tag Manager and Tag Manager 360. The goal, according to Google’s announcement, is to solve workflow challenges that agencies and multi-user teams often faced…

    Matt Mcgee/ Marketing Land- 13 readers -
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