By James Gardner on
Wednesday, August 26, 2009
Last Friday, I joined a WSI President's Circle conference with "guru" Jeffrey Eisenberg. Jeffrey is co-author of internet marketing classics "Waiting for Your Cat to Bark?" and "Call to Action" which are the bedrock texts of Persuasion / Conversion Architecture in online marketing : one of our passions at WSI.
He started by speaking of the influence he and his company, FutureNow Inc, have had on businesses through helping them to succeed online. Whilst they have consulted for many of the Fortune 100, he explained that he is most proud of the impact he has had on some of his SME clients. Where perhaps doubling or tripling their website conversion rate has meant the difference between success and failure of the business for their owners.
I got one chance to ask him a question which was this:
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By James Gardner on
Saturday, July 04, 2009
The Internet Measurement Retail Group's 2009 report shows the UK as the Number 1 eCommerce country in the world. Per capita we spend three times as much online as they do in the US. In fact it counts for 17% of all retail spend (about twice the size of Tescos) which is impressive. Even more impressive (or scary if you are a traditional retailer with a poor web presence) is that by 2020, an estimated 90% of retail spend will be influenced online.
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By James Gardner on
Friday, May 15, 2009
Spent Thursday afternoon discussing conversion strategies with a client
who sells a complex long sales-cycle technical product. Their customer
decision maker is typically a male engineer over 40 years of age (I
can’t deny it – just like me). We hypothosised that these technical
decision makers want to set their own decision making process and are
reluctant to fill in a webform to request more information (lest an
eager sales person phones him straight back to book a demo…..) We
really want to engage these people in conversation whilst they are
surveying the market, raising the necessary budget, drafting their RFP
and making the buying decision. Read More »
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By James Gardner on
Tuesday, April 28, 2009
At the recent annual WSI Excellence and Innovation conference in
Stansted nearly every presenter talked about two elements micro-sites
and social media. Micro-sites are small websites (maybe just 5
pages) on a very focused subject. Often they will be in addition to
the corporate website and the domain name and content will target just
a single product or service niche that the business operates in. The
reason they work is that because of their focused nature, the search
engines understand what they are about and will rank them quickly (see SEO) and as part of the WSI’s Conversion Architecture
philosophy they are ideal: visitors are simply looking for answers to
the specific answers to the problem them “Googled” in the first place.
They make ideal ‘landing pages’ for visitors arriving their via pay per
click advertising or an email campaign.
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