Site Conversion | eMarketing Innovation Insights

Professional Layout is Not Optional

I recently had a client call me out on what they felt was a contradiction. I harp on content being king. For a successful site they need engaging content that people will want to consume and they need to present it in a way that is friendly for Search engines. I must have over-harped because

Presumptions Can Kill Online Marketing

Never assume you know how you achieved success online. Theories are fine but every theory that we intend to take action on needs backed up with data. Running online marketing campaigns on presumptions will lead to erratic results and makes it impossible for consistent gradual improvement. Recently I was working on an ongoing online marketing

Graduate to Multimedia

Increasingly email and conversion experts are advocating multimedia. They point out how video is engaging and can quickly grab a visitor’s attention. Metrics also support the claim. Here’s what’s lost in translation. Doing multimedia takes more time, money, and/or energy. So while multimedia is advantageous, you need to decide if it’s worth investing in, or

Email Marketing Tactics #7: Provide Next Steps

Every email in an email marketing campaign should provide a next step for recipients to engage the company. There should be between one and three options for a next step. If an email is informational or content driven it might have several possible ways for a recipient to interact. Some common next steps might be

Improving Online Marketing is Like Managing Fantasy Football

As fantasy football hits full swing, it occurred to me that internet marketing and managing a fantasy team is a lot like managing internet and email marketing. Its about paying attention to numbers, making educated guesses about what will reap the most reward, reacting to past trends, and hoping for a little luck. People get

Don’t Oversimplify Action on Web Anaytics

For the most part site owners are beginning to see the value in tracking their sites performance. Several surveys have indicated that most people gather the data and never do anything with it. That’s not the best idea as reports are nice but the whole point is to measure improvement. However, there is a growing

Track the Whole Not the Parts

Most site owners are beginning to see the value in tracking their results. It’s really the only objective way to analyze results and make improvements based on data. Unfortunately, there is still a majority of folks that gather the data but never look at it, or use it as validation for their own prejudices rather than

Tableless Design and Code Compliancy Won’t Help Site Conversions

Most companies and organizations wouldn’t be content with just having a site. Many people settle for that, but it isn’t their ideal situation. Most people want to generate revenue or some kind of action item from their site. Tableless design does nothing to promote that. It’s an exercise in clean code and to some extent,

Tableless Design Can be a Problem Across Browsers

I think the biggest problem I currently have with tableless design is that it that it can be a problem displaying on different browsers. Table design has already gone through these growing pains. I rarely find an issue anymore with a browser or operating system displaying a tabled design inaccurately. The browser code has been

Tableless Design Seems to Limit Layouts

I am by no means an expert on layouts with tableless design, so this is based on my perspective of the sites I’ve witnessed being produced. They all have a similar layout. There is a banner along the top, often a set of links along the right or left, a footer, and a blank area

Category: Site Conversion