LPO: Speak to The Skeptic in All of Us

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I recently came across a concept that got my curiosity revved up: a hosted eCommerce solution provided by none other than Amazon. I’m always interested in learning about up-and-coming eCommerce solutions, and you have to admit that Amazon “knows a thing or two” about eCommerce!

However, this post isn’t about their service, it’s about their landing page. [In doctor’s voice: No, no. Your web service is fine. It’s about your landing page…]

Since my curiosity was engaged, I clicked on a PPC ad to learn more. The landing page (click thumbnail to enlarge) I encountered became the subject of this post because, while it did a whole mess of things “right” in terms of Landing Page Optimization, it failed to speak to the skeptic in me. Read on to learn why this particular failure is so dangerous to conversion. Continue reading →

Lead Nurture Campaign Optimization: The Basics

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nurturing imageLead nurturing campaigns, generally delivered via automated series of emails, have long been an important part of online marketing in the B2B space. And for good reason–they are the best way to “nurture” a lead who isn’t ready to convert/buy by delivering timely messaging, helpful content, and repeated calls to engage with your business.

However, lead nurturing campaigns are often treated as “set it and forget it” initiatives, where less-than-ideal results are accepted as status quo for months or even years.

This is a shame, because like any marketing initiative, they can be improved using approaches that are being employed in website and landing page optimization. Continue reading →

Site Optimization for Mobile: Defer the Big Project

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phone image "We need a mobile redesign for our site."I’ve heard similar comments from several marketers lately that concern me a bit, so I wanted to post a bit of a warning, and of course provide some alternative thoughts.

The gist of the comments was that these marketers knew that their sites weren’t yet optimized for mobile, and that they viewed that fact as a problem that could only be solved via a major project aimed at optimizing the entire site for mobile devices. Continue reading →

F-Commerce Fails – The Hub Prevails

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Bloomberg recently published an article discussing household name brands that have shut down their Facebook stores due to under-performance. Retailers at Gamestop, Gap, J.C. Penney, and Nordstrom have all launched, and since abandoned, initiatives to sell through Facebook “tabs” as an e-commerce channel.

I can’t say I’m surprised by this data. The “F-commerce” model goes against a marketing concept that I believe in strongly: the “hub and spoke” model. Continue reading →