Don’t let the economic downturn affect your online business
In the current economic climate, marketers and business owners need to take a close look at how they can improve the effectiveness of their websites.
Whilst the economic downturn is unlikely to result in any decline in online volume, we are already starting to see online business growth start to slow slightly, as consumers tighten their belts in the face of escalating food and fuel bills, as well as rising borrowing costs.
Go lean to improve on-site performance
Traffic acquisition is a tough game, especially in current times. However, it’s a little easier if you know that you can drive more conversions from the same traffic than your competition can.
This can be achieved by cutting on-site waste.
Testing for profit
Testing the content on your website is one of the most significant opportunities to drive more conversions.
Landing pages, product pages and pages in the funnel that don’t convert well can be improved for profit.
Closing the loop on web analytics
Combining content optimisation with web analytics allows online marketers to take optimisation to the next level by creating solutions that will improve online performance.
Optimising e-tail for all sorts
Whether you are a new entrant to e-tail or an old hand with large sales volumes, the right content optimisation strategy is vital in order to effectively leverage multivariate testing tools within your organisation.
Optimisation is not a magic trick
When Hitwise published its Hot Shops List of the Top 50 Online Retailers in the UK, I leaned back from my screen and thought what does it all mean?
Strip out travel, IT and services, and you see how online performance still doesn’t correlate with organisation size, market share and buying power.
Happy holidays start with great user journeys
Online marketers have long been focused on acquisition and traffic metrics. The key to staying ahead lies in the deployment of more sophisticated tools and techniques to boost income from landed traffic.
Content optimisation - acquisitions a go-go
On-site content optimisation has hit the headlines a couple of times over the past weeks.
With two US competitors to our multivariate testing solution being acquired, the shape of this market has changed considerably.
Organisations from outside our space are taking a keen interest in optimisation and seeing us as a complementary value added solution.
Bring retail marketing experience online for on-site uplift
Online retailers should remember their heritage in order to ensure they stay ahead of the competition.Behavioural targeting – ask your wine waiter
In marketing technology, it’s important not to get carried away by your own spin. Behavioural targeting sounds quite complex, but the idea and the source of the uplift is really quite simple and it happens in the real world every day.
Picture your favourite restaurant. If you’re lucky enough to have a switched-on wine waiter, he will remember the wines you’ve enjoyed in the past and intelligently suggest new vintages as they come onto his list.
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Web 2.0
Graham Charlton
Strategy & Planning
