Optimize & Prophesize

Category: Landing Page Optimization

  • How Simplicity, Recognition & “The Perception of Ease” Impact Landing Page Optimization

    If there’s one landing page battle I’ve had to fight consistently with clients during my time as a strategist and consultant it is the fight for simplicity. Why don’t people like simplicity on landing pages? Here’s just a few snippets of what I’ve heard over the years: “It makes us look unprofessional” “It doesn’t represent…

  • User Goals and Conversion from Search

    Understanding user goals forms the foundation of my methodology for landing page and search ad optimization. Goal discovery also forms the core of searcher behavior research. This is all due to the fact that delivering relevance can only be done by first understanding the goals of users. Through my experience, research and user observation I’ve…

  • Marketing Speak

    I’ve been doing plenty of talking the past couple of weeks and I’ve been repeating a number of ideas. Forsaking humility, I thought that sharing what’s on my mind might make an interesting post. In no particular order: Contextual Relevance: Deliver relevance in the context of the user focus Sub-segments: Segmentation…at a whole other level…

  • What Google’s Quality Score Is & What It Is Not

    Over the past few months at OTTO Digital we have done a series of search ad optimizations for Google advertisers using multivariate content delivery to optimize ad titles, descriptions and visible URLs based on landing page engagement and conversion rate. In addition to improving client ROI we’ve been provided a fascinating look at the effectiveness,…

  • Measuring and Optimizing Engagement: The Audible.com Case Study

    https://s3.amazonaws.com:443/slideshare/ssplayer.swf?id=9259&doc=adtech-ny-next-generation-strategies-for-ecommerce-the-audiblecom-case-study-9259-9996 You can measure engagement. More importantly, engagement can be optimized. Yesterday, at ad:tech New York I delivered the presentation above on work we just completed at OTTO Digital for Audible.com on the panel Next Generation Strategies for eCommerce, moderated by David Schatsky, President of JupiterKagan. The case study shows how we used multivariate and…

  • Google’s Website Optimizer: Optimization for the Masses

    I’ve been receiving lots of calls the past 24 hours about Google’s “release” of their multivariate testing tool called Google Website Optimizer. Here are my thoughts: • Since you need to have Google Analytics to use the tool this immediately places the tool as a small to mid-market product. I’ve spoken about analytic platforms with…

  • Choice Kills Conversion

    Too often websites, landing pages and even ads decrease the odds of conversion by presenting considerations to users when they are already past the consideration stage and ready to buy. When confronted with choice user response will slow, users become unsure of themselves and many times they will fall off their task. As soon as…

  • Optimizing Your Content Pages

    https://s3.amazonaws.com:443/slideshare/ssplayer.swf?id=3622&doc=omma-new-york-when-every-page-is-a-landing-page-14215 This past week at OMMA New York I spoke to content providers. The session was titled “When Every Page is a Landing Page.” This indeed is the case and exemplifies the power of digital marketing (namely search) to deconstruct traditional forms of media and the long held practices around them. The idea of presenting…

  • Landing Page Optimization Part 2: Search Ads

    Marketers optimizing landing pages often neglect to look at a key element in that optimization equation. The ad. The Reason: Testing results recently showed a 61% impact on conversion rate In Google for a particular ad with the first description line having the greatest impact on that performance. Display ads are being tested as well.…

  • Delivering Contextual Relevance Through Segmentation

    Mass marketing in the digital age means marketing to many segments of the entire mass. In fact, we all know the very idea of “mass marketing” is road kill. Technology allows us as marketers to understand the individual segments of our audience and deliver messages contextually relevant to each segment. In fact, segmentation is the…

  • Rocket Up Your ROI with Contextual Relevance

    Once you figure out how to deliver relevance to one of your key market segments I guarantee you’ll want to try again. And when you try it again you’ll wonder why you didn’t try it sooner. From beyond the universe to the planet OTTO, I present the ASTRO rules for delivering contextual relevance. 1. Analyze-Numbers…

  • Landing Page Optimization Part 1 (cont.)

    The Keyword Query and Transactional Landing Pages Picking up where we left off in Part 1 we’re now heading downstream and focusing on experiences where the user lands closer to completing their goal. I refer to these as Transactional Landings. Here the keyword driver can be anything from a general query like “mortgage” to a…

  • Landing Page Optimization

    Leading up to my panel participation Monday September 25th at OMMA New York on Search and Site Design: When Every Page is a Landing Page; I’ll be sharing a deep dive into some methodologies for landing page optimization. This post begins to explore the role of the keyword query and how that informs landing page…