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Posts Tagged ‘SEO’

E-commerce Marketing: 5 takeaways from ROI Revolution Retail Traffic Summit

May 1st, 2014 5 comments

Over the past two days, I’ve been at ROI Revolution Retail Traffic Summit in Atlanta. For those of you unfamiliar with ROI Revolution, it is an agency concentrated in e-commerce, specializing in paid search, shopping feeds and a few other goodies. This MarketingExperiments Blog post features a few takeaways from the event to help inspire your e-commerce marketing efforts. But, before we dive into the takeaways, I want to give a special thanks (and full disclosure) to ROI Revolution for inviting MarketingExperiments to cover the event.

 

Big success starts with big thinking

After the first day, ROI Revolution invited attendees to the Georgia Aquarium for a networking event. Seeing the huge whale sharks reminded marketers to aspire to be the bigger fish online. As Brad Stone, author of The Everything Store: Jeff Bezos and the Age of Amazon, and featured speaker at the event, said, to be like Amazon, or in this case, the big fish, marketers need to think like the big fish.

 

Takeaway #1. Be where your customers are

Nicole Premo, Partner Education Manager, Shopping & Emerging Ads, Google, opened the event with her session, “Google Goes Shopping: Building a Search Experience for Today’s Shopper.”

According to a Neilsen study, 67% of people in the U.S. own a smartphone. With this increased connection to e-commerce, while the methods in which people make purchasing decisions have evolved, there is one aspect Nicole said would arguably never change.

“Remember, people are fundamentally the same. Shoppers are driven by core economic considerations. They are looking for a product that has a value proposition that matches to what [they] care about,” Nicole said.

What has changed, however, is how they gather information and make the decision to buy. There are more moments to shop than ever before, as 82% of people use smartphones to browse product information while in store.

Retailers have had to adapt quickly and engage with consumers at that single moment of inspiration. With inspiration everywhere, and with rapidly evolving technology, shopping has “become incredibly casual.”

Nicole’s advice really boils down to this: Having an effective mobile strategy in place is key to being where your customers are at all times.

 

Takeaway #2. Leverage data for more personalized targeting

“Age, demographics, gender, where they are, how long they stay on the site, where did they come from, did they abandon – these are not insights for the sake of insights. These insights should inform your online strategy to build actionable customer segments,” said Bob Dillon, Director of Agency Sales, Google.

Bob also talked about the importance of converting qualified customers with display advertising. Locating those potential customers who placed a product into a cart and retargeting with them with display ads is a great place to start.

“Finding that person who left, you want to find them and re-engage with creative that is a product they looked at,” Bob explained.

 

Takeaway #3. Develop an offline tactic to drive online conversion

Although the main place of conversion in e-commerce is in an online shopping experience, some marketers have discovered offline methods that not only help to drive online traffic, but also achieve strong revenue. During a panel discussion, John Lynch, CEO, Show Me Cables, revealed how his company takes customer relationship management offline with its own unique ranking system.

John’s team measures customers’ online body language and profiles it offline to reach them more effectively. For example, each customer receives a score based on their number of site visits, what pages they viewed on the site, and their email open and interaction metrics.

Starting with an online transaction, the team then researches the customer using a third-party platform to rank them according to their internal system. Finally, the customer receives a phone call.

“This is what we do to hit the right customer at the right time,” John said.

  Read more…

Web Optimization: Traffic without conversion doesn’t matter

April 3rd, 2014 No comments

At Web Optimization Summit 2014 in New York City, Michael Aagaard, Founder, ContentVerve.com, will present, “How, When and Why Minor Changes Have a Major Impact on Conversions,” based on four years of research and dozens of case studies.

To provide you with a few quick test ideas, we reached across the miles to Copenhagen, Denmark, and interviewed Michael from our studios here in Jacksonville, Fla.

In this video interview, Michael discussed:

  • Why he’s so passionate about conversion optimization (and why you should be, too)
  • A pop-up test that generated 142% more newsletter signups
  • The one-word change of call-to-action button copy that consistently produces results (in several languages)

 

Below is a full transcript of our interview if you would prefer to read instead of watch or listen.

  Read more…

Marketing Research: Average conversion rates

March 19th, 2012 13 comments

Jon Powell and I recently spoke on a Cisco webinar and were asked that ever-popular question — what is the average conversion rate?

Here’s the answer — 8.2%. You can stop reading the blog post right now.

In all seriousness, I wish I could give such a simple answer. However, the truth is much more complex. We’ll take a look at some average conversion rates in just a moment, but first let me suggest you use this data with caution. And here’s why …

  Read more…

SEO Research: Why opportunity is knocking for marketers doing SEO

October 21st, 2011 1 comment

A few years ago the idea of dedicating a landing page for a certain segment of traffic to a website was a novel idea. Then, with the rise of Google, PPC started becoming more popular.

When that happened, marketers realized that if they made keyword-specific landing pages, they achieved better results from the traffic they were paying for.

Marketers started to realize that they could make custom landing pages for other channels as well, like display ads and email campaigns.

There are other channels that most marketers haven’t capitalized on yet with a targeted landing page. One of those is organic search.

Take a look at the data on SEO landing pages in the following chart from the MarketingSherpa 2012 Search Marketing Benchmark Report – SEO Edition. For advanced marketers, SEO landing pages is an extremely effective tactic, but for the rest, it’s left untouched.  Read more…

SEO Landing Pages: How your peers optimize for traffic and conversion

October 12th, 2011 8 comments

Every marketer is trying to find ways to tap into the traffic-generating beast that is The Google to drive conversions. Or, so I thought. You can imagine my surprise when I cracked open the new MarketingSherpa 2012 Search Marketing  Benchmark Report – SEO Edition and found that just 51% of marketers use SEO landing pages.

And yet, 93% of marketers are using keyword/keyphrase research. Which tells me that marketers are spending a lot of time, energy and resources to drive traffic to a general site, homepage, or other page that isn’t specifically optimized for conversion. Hey, traffic’s great, but a man’s gotta eat.

So why aren’t more marketers using SEO landing pages?

Well, according to MECLABS Research Analyst Kaci Bower’s report, 54% of marketers found SEO landing pages to be very or somewhat difficult (that number hit 92% among marketers only in the Trial phase of SEO). And for good reason. I like to think of Google like the Federal Reserve, as Ben Bernanke once described himself, they are always “purposely vague.”

In essence, there is no scientific process to SEO, it’s mostly trying to figure out what the man behind the curtain is up to. So while we can’t remove all the mysteries that make SEO difficult for you, we can help you determine how to optimize the conversion on SEO landing pages in a way that lessens the chance of messing up an already high SERP ranking, or starting from scratch and creating a page with good SEO potential to begin with that you can also test and optimize to make sure it doesn’t generate traffic, but also converts that traffic.

So in today’s Web clinic at 4 p.m. EDT – SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings – MECLABS Managing Director Dr. Flint McGlaughlin will share our discoveries about optimizing SEO landing pages to help you overcome some of that difficulty.

Our focus will be more on LPO and less on SEO tactics. And, our goal is to help you determine the basic search engine optimization factors to consider when building a landing page, but mostly how to take all that traffic you can get from Google, Yahoo!, Bing and the like, and turn that into revenue, leads, and donations.

But before we share our discoveries, we asked your peers their top advice about SEO landing pages. Here are a few of our favorite responses, starting with the in-depth, very helpful first response … Read more…

New Marketing Research: 3 profitable traffic sources most marketers are ignoring

June 3rd, 2011 6 comments

If you’ve been reading this blog for just about any amount of time, you already know that landing page optimization is an effective way to increase the ROI of your website traffic.

But when most people think of landing pages, they think of pages tied to certain traffic sources. The most popular of those sources are generally PPC ads and email messaging.
But there are a few other opportunities to capitalize on your traffic with landing pages. Take a look at this marketing research chart from Boris Grinkot’s 2011 MarketingSherpa Landing Page Optimization Benchmark Report:
dedicated landing pages chart
According to the chart, most marketers aren’t optimizing traffic from:

  1. Social media sites
  2. Referring sites
  3. Organic search

Now right off the bat, you might be thinking that the reason those traffic sources aren’t capitalized on has to do with the fact that most websites aren’t getting traffic from those sources.

However, this data only factors in marketers who have traffic from these sources.

So for example, of the E-Commerce sites that are currently receiving organic search traffic, only 31% of them are capitalizing on it with dedicated landing pages.

The fact that some marketers are dedicating landing pages to these particular sources of traffic is a good indicator that they are working to convert that traffic, but that most marketers are simply missing out.

This one chart signals that there is a tremendous opportunity to get ahead of your competition and start capitalizing on more of your traffic.

Get 41 more charts like this one…FREE

This is simply one insight from one chart in the Benchmark Report. If you really wanted to, I’m sure you could get a lot more out of this chart. You’re only limited by your own business intelligence.

For the next few days, the entire chapter from the Benchmark Report this chart is in can be downloaded for free thanks to a generous sponsorship from HubSpot. All you need to do to get your 41 free charts including Boris’ insightful analysis is click the link below, fill out the form on the landing page, and download the chapter.

Get your free chapter now…