To Convert More Visitors, Be the Helpful Hardware Man.

There’s an Ace Hardware I end up going by pretty often. The sight of the place puts that that old jingle, “Ace is the place with the helpful hardware man,” in my head. The whole point of the “helpful hardware man” was that Ace was a place you could go to get advice and answers. They knew something about the hardware they were selling. You could trust you weren’t going to come home with the wrong size air filter. I got curious one day and went and checked their website.  It was a good looking site, but I couldn’t helpContinue Reading »

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Thinking About how to Increase Website Conversions over Pizza

The other night we decided to have pizza for dinner. I typed in the URL of our usual chain to get the phone number and noticed they now have online ordering. How great is that? Well, it turns out, not so great. Everything about the user experience was terrible. It was slow, confusing and I’m sure I could have ordered by phone more quickly. The only reason that this particular website conversion happened at all is that I was feeling stubborn and hungry. The whole situation was a good reminder that if you want to increase website conversions, you haveContinue Reading »

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Going Old School, Learning from Non Digital A/B Testing Examples

A friend recently told me a story about the movie Little Shop of Horrors.  The 1986 version starring Rick Moranis was originally supposed to have a very different ending.  Audrey II was supposed to grow to the size of Godzilla and eat everything.  The world ends up conquered by giant plant monsters.  Test audiences hated the ending so much that the movie was reworked so that Seymour and Audrey ended up happily ever after with a house in the suburbs. Movie studios do this kind of thing all the time, they test alternate endings to get a feel for theirContinue Reading »

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Content Marketing Trends to Watch

It may seem like the practice of content marketing hasn’t been around long enough to be undergoing a shift, but it is. The initial frenzy to produce mass volumes of content without much regard to quality or purpose, is subsiding and marketers are starting to think more maturely about how content development can help them build engaged audiences and win more customers. Here’s a bit of detail on a few content marketing trends that we think are important to watch. A new cast of players In order to manage, measure and control the strategy around content, marketing teams are addingContinue Reading »

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13 Techniques to Reduce Bounce Rates

The great thing about online marketing is that you can track and analyze almost everything about your performance as a marketer. The terrible thing about online marketing is that you can track and analyze almost everything about your performance as a marketer. Let’s be honest, sometimes the metrics are depressing. The good news is that you can usually reverse negative trends if you know exactly how.  If it’s your bounce rate that’s got you down, we’ve got a few tips that might help. First, let’s be very clear about what a bounce is. Sometimes people confuse bounce rates with exitContinue Reading »

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