Since we’re working mainly with e-commerce businesses, we compiled a list of the key steps they can, and do, take to optimize online sales.
Back when dot-com mania was at its peak and marketers crowed about the number of "hits" they were able to attract to their web sites, a voice of reason came out of the darkness and said, in effect, that it's not about the traffic. It's about what you do with the traffic, and -- hello? -- more important, whether that traffic makes money.
That voice was Bryan Eisenberg who's gone on to become a noted speaker, columnist, blogger, co-founder of the Web Analytics Association and author of a string of best-selling books. A new one is in the works: Trim the Fat will draw analogies between what's needed to improve website conversion and the author's recent shedding of 50 (!) pounds.
And Bryan will share those insights at Econsultancy's inaugural U.S. event in New York on Oct. 8, the Peer Summit, as both a keynote speaker and a moderator. We caught up with him for a preview of what he'll be sharing with attendees.
It's unlikely anyone in digital marketing is unfamiliar with Jim Sterne. His career as a marketer, author, conference chair, speaker, and above all, web metrics guru has earned him international renown and respect. Jim will deliver one of three keynotes at Econsultancy's Peer Summit in New York in October, so we caught up with him to find out what he'll be sharing with the audience, and what's been on his mind lately in terms of how metrics can help build organizations.
Q: So, what are you going to be discussing at your Peer Summit keynote?
A: My favorite topic these days is using Web metrics to drive the business. What I mean by that is most people are using Web analytics as a benchmark: how did we do yesterday, and how are we doing today? Smart people are actually analyzing to optimize their website. The advanced people are using Web data to optimize all of their marketing. They're measuring what's happening on their website to inform the rest of their marketing. So when Best Buy does a television ad about Twitter, that's what I'm talking about. Really good companies - and I've only come across a couple of them - are actually using it to drive their business. In other words, watching behavior online to determine what new products or features or territories to move in to.
Here at Econsultancy we like to figure out what makes Google tick, not
least because we know what it’s like to be on the end of a Google
blackout (which ain’t pretty, and causes headaches).
We recently published an update to our hugely comprehensive SEO Best
Practice Guide, which contains 300+ pages of in-depth tips to help you
climb the search engine rankings*. If you need the detail then I
recommend you download and print it out for future reference.
In addition we have also published many SEO ‘tips’ posts over the
years, and I thought I’d collate a bunch of the more popular ones for
your viewing pleasure. Get some...
Yahoo has new life. The organizational shakeup that was anticipated transpired this week and Yahoo's new CEO Carol Bartz has started Yahoo down a path that employees and shareholders hope will revitalize the company.
But revitalization isn't going to happen overnight. Despite ongoing efforts to boost its search ad business, Yahoo is still in a bad spot when it comes to its search ad offerings.