Optimize & Prophesize

Category: Landing Page Optimization

  • Speaking on Landing Page Optimization & Widget Ads

    I have a couple of upcoming speaking engagements on landing page optimization. If you’re going to be attending shoot me an email and let’s meet-up. MediaPost Search Insider Summit May 18th-21st Captiva Island, Fl SMX Advanced June 3rd,4th Seattle, WA Also, I’m very excited that I was just asked to speak at the WidgetWebExpo. I’ll…

  • Setting Up a Great Multivariate Test

    Part 5 in my MVT series will focus on the key considerations and decisions for setting up your multivariate test so that you get the most learning and best results possible. I’m not going to get too technical here since I am not a developer however I want to share what I feel will ensure…

  • On-Site Targeting: Crawl, Walk, Run Strategy

    This is the presentation I gave at the Web Analytics Wednesday last month in Cambridge, MA. I had a great time there and was lucky enough to be in Boston again so I could catch this month’s WAW held at Monster.com. There are some pretty cool things happening in Boston around analytics. One company to…

  • Multivariate Element Test Variations

    Part 4 of my MVT testing series follows up element selection with element variation. Element variation is the most creative aspect to MVT. It requires a mix of marketing acumen, an understanding of creative and some jigsaw puzzle skills. Marketing: The marketing aspect to element variation presents itself in the themes that you create to…

  • MVT Element Selection – Strategy & Tactics

    In part 2 of this series we discussed the first part of multivariate test design — determining your test array — how many elements and how many variations of each you you should test. In parts 3 & 4 we will cover the rest of MVT test design, element selection and element variation. Successful testing…

  • 5 Ways to Optimize Google Search Result Video Ads

    Video ads are now part of search. Most advertisers will be throwing up made for TV commercials and fail to understand or take advantage of this new medium. That will be their loss. Google’s video ads present a huge opportunity for those that take the time to create compelling video specifically for the SERP (Search…

  • This Landing Page is a Joke

    This experience hurts Toyota’s brand in so many ways and it is a case study in poor landing page optimization. I have no problem with funny ads. Humor can create interest and attention — a very hard thing to do in this day and age. However, if you want to play a joke on consumers…

  • Multivariate Testing – Test Design

    Part 2: Choosing a MVT Test Array Also see Part 1: Introduction to Factorial Designs The results of your tests are often pre-determined by your test designs. Good designs will provide measurable increases in performance and learning about what tested elements are most important in driving that lift. Good test designs will also provide learning…

  • Multivariate Testing Overview

    Part 1: Introduction to Factorial Designs I’m not sure how many parts this overview will be but since it seems MVT has finally “arrived” I’m starting at the beginning and hope to pound out a complete overview in the next month or two of every important factor to understanding and being successful with multivariate testing.…

  • The $130 Billion Dollar Landing Page

    Google is a fully digital company. Everything Google has done and is today revolves around the web. Google is also by every account one of the top 3 brands in the world. Until billboards this past year Google has never spent a dollar on advertising. No TV, no print, no radio, No banners, no search…

  • Chris Anderson on the Two Dimensions of Quality

    There have been a few occasions where clients have taken my page layout and messaging work in powerpoint, skipped the design stage altogether and converted these glorified wireframes to HTML. One time it was spite, another time it was money (isn’t this an Eagles song) and another time it was time. In all three events…

  • SMX West Afterthoughts

    I wasn’t sure what to expect with SMX West as this was the first large SMX event. I heard great things about at last summer’s SMX Advanced from clients and friends but there was short notice to fit this event into annual budgets of attendees and exhibitors. Now that it’s over I can say that…

  • RAMP is Born to Run

    Two and a half weeks. That’s all it’s been since I left to start my own company for the third time in the past decade. In that brief period I’ve signed four clients including leaders in Social Media, B2B Services, Politics and Auto. Every day is filled with talking to prospects, potential investors, potential employees,…

  • Presentation on Branding & Strategy

    SlideShare is a site I’ve used and enjoyed since it was launched. In fact, since SlideShare launched I’ve uploaded every conference presentation I’ve given. It’s also a great way to get a pulse of thoughts and opinions pertaining to many subjects, especially digital. Yesterday I came across this deck below. Take 10 minutes out of…

  • Google: Landing Page Quality & CTR

    Some interesting data last week from Efficient Frontier on Search Advertising click-thru rates (CTR). EF quantifies the disparity between CTR on contextual and search advertising (search is 31x greater). Most interesting to me however was the chart below on Search CTR. Take a look at Google. You can see there was a CTR decline on…

  • Top 10 Multivariate & A/B Testing Results from 2007

    This list compiles the most counterintuitive and therefore most interesting test results from multivariate and A/B (or split) tests I was involved in over the past year. I thought that this would be more valuable, a better read and more modest than just a rank list of tests that had the highest lift in conversion…

  • 2008 Forecast: The Year of Landing Pages

    If 2007 was the year that testing and targeting grew from a baby into a toddler, 2008 will be the year that this kid starts to walk. And like so much of leading edge digital marketing practices those first steps will take place in search, namely landing pages. Most industry experts agree that fewer than…

  • Optimizing Viral Marketing

    On the face of it, viral marketing optimization (VMO) bears little resemblance to more established digital marketing practices. In retail and lead generation the basic principle to optimizing conversion is long established as driving people into the funnel and then pushing them down it. Viral Marketing turns this funnel upside down. The viral marketing end…

  • Webinar, Podcast & Speaking on Personalization, Targeting and Testing

    Over the next week I’ll be doing what seems like a quite a bit of evangelizing — hopefully it is more of a knowledge transfer than anything else. 3 Proven Approaches to Delivering Targeted Content – Webinar This is an Omniture webinar I had the pleasure of doing with Charlene Li of Forrester Research. Charlene…

  • MarketingSherpa Landing Page Handbook

    MarketingSherpa’s second edition Landing Page Handbook was released last week. I’m very proud that Anne Holland thought so much of OTTO Digital/Offermatica and myself to include six case studies and some extensive quotes from yours truly. Personally, I’ve worked hard over the past few years to promote the value of landing page testing, targeting and…