Your customer is going through something right now… And that something affects every area of their life – including how they interact with you, your product, your service. Everything we do – from what we buy, keep or make for dinner – is affected by how we feel. By what’s going on in our lives. Research gives us a snapshot of this context. When you run visitor or customer surveys, you get an idea of what your people are going through right now and how that affects the way they see …
After tackling Google Analytics a couple of weeks ago, we couldn’t leave it there. Not when there’s one other tool that’s essential if you want accurate data. Yup. We’re talking about Google Tag Manager or GTM – the grand tourer of the Google tool kit. (Sorry. Could not resist.) What makes GTM indispensable? It’s designed to help marketers set up tools, tracking and plugins, without involving developers in the process. You can use it to track the metrics you want and to add code to your site even if you can’t code.
Every day, thousands of brands battle for your attention. Over 3 million businesses use Facebook, Instagram, Twitter and every other social media platform out there to sell us products, services, ideas. Our brains can’t process this much data… … And so we filter it out. The glossy ads become white noise. Just another thing to ignore. If you run social media for one of those 3 million businesses, If you’re fighting for people’s attention, You can’t rely on the same old tactics anymore. Product-focused images, blunt sale offers… these aren’t …
Google Analytics. If you’ve ever felt nervous when you hear the word… Felt that twinge of panic creep up whenever you get ready to open it up, delve into its depths and see what lurks beneath the mess of numbers and goals and settings… You’re not alone. Google Analytics is immense. There’s so much data you can study and use. So many different ways you can optimize your set up that it’s easy to get lost. If want to discover how to set up your GA so you never have …
If you want to increase conversions on your site, you have to understand what people are doing. What are they clicking on? What are they scrolling past? What are they ignoring completely? Unless you get to know your visitors and customers, you can’t create a page they’ll love, use or convert to. Heatmaps can help you take a close look at how people act on each page. They’re like spy vision for your website without the need to sail down a mountain in a Stradivarius cello case and all that …
What’s a heuristic analysis, how do your run one and why on earth does it matter? If want to uncover new opportunities for optimization on your site or Don’t have enough traffic or monthly conversions (300+) to run a meaningful, statistically significant A/B test or You want to uncover any friction and roadblocks in your funnel so you can fix them and get those conversions up, … Then a heuristic analysis may just be the thing you need. Because when you run one – and you do it right – …
What really drives the way your prospects and customers make decisions? While we may like to think of ourselves as rational, logical, data-driven people who make informed choices, there’s something else going on beneath the surface. Something that influences everything we do and affects what we buy and who we buy it from… Just think about the number of choices you have to make every day. What to eat. What to wear. Which side of the bed to get up from. … And those are just the first of hundreds choices …
Visitors don’t just stumble on your site by accident. They find you through the content marketing plan you painstakingly designed, the comprehensive SEO and linking strategy you built, the paid ads… … And all the other marketing you put in place. So while discovering you may feel like a stroke of fortune to your visitor, you know just how much work went into making that serendipitous encounter happen in the first place. But getting found is just the first step. Now you need to grab that visitor’s attention and show them …
How can you persuade visitors to your site to sign up for your newsletter or download that resource you painstakingly put together? How can you convince potential customers to buy your products and services? Or urge people to show up to your events or log into your software? Converting is about so much more than the quality of your product. It’s about the way you make people feel and just how persuasive you can be… That’s why marketers, conversion optimizers and copywriters use specific persuasion principles. These principles let you …
What makes your customers choose your solution over your competitors’? Is it just down to the quality of your product? Back in 80s, as Coca Cola kept losing market share to Pepsi, they thought the problem had to be the product. Clearly Pepsi were making a better tasting soda… What else could explain the drop in sales? So they invested 4 million dollars (about $10 mil in today’s money) updating Coke’s flavor and… It was a complete disaster. Their sales plummeted. Turns out, people bought Coke for a lot more than …
