I want a project-based operating system rather than an application or file-based operating system. Here’s what I mean. Let’s say I’m writing a business plan. I have the plan itself in a Word document, a few charts in Excel, and maybe a presentation in Powerpoint. So far so good. I can keep all that stuff …
A friend asked me to take a quick look at his website for him. He’s not a web designer or an IT guy, so he made some pretty predictable mistakes, some relating to search engine optimization. Over the years, SEO has been part science, part art, part b.s. Clever webmasters have tried to find ways …
The good folk over at Mequoda are predicting that information products will be digital by the year 2025. Note that it’s one thing to say that all content will be available digitally, but it’s another thing to say that it will only be available digitally. Which is what they’re predicting. In 15 years, no one …
Avinash Kaushik has a very interesting article on measuring the value of “upper funnel” keywords. The basic idea is that different types of keywords get you different kinds of traffic, and that it doesn’t make sense to evaluate all your keywords on the same basis — i.e., first-visit conversions. So if you’re not going to …
Continue reading ‘“Upper funnel” keywords and landing page design’ »
I was at the SIPA Washington conference this week, chatting with colleagues in the publishing industry about this and that, but mostly landing pages. A lot of people seem to think of the web as a fast-moving, short-attention-span place where quirky people with ADD are blazing from page to page as fast as they can …
These are my notes for a SIPA Roundtable discussion on landing page optimization. The visitor to your landing page is asking these questions: Am I in the right place? Can I trust this site / company? What do I do next? Am I in the right place? Consider how the visitor arrived at your site …
10 Landing Page Optimization Tactics gives this advice. In today’s “give-it-to-me-quick-or-I’m-out-of-here” world, you need to keep your landing page very focused and pretty simple. Why do people have such a quick draw on relevance? Perhaps it’s because the barrier to entry for new products, new services, new advertising, … let’s face it, new annoyances … …
Continue reading ‘Today’s “give it to me quick or I’m out of here world”?’ »
Yes, they do. Display ads don’t usually work in isolation (i.e., on a click to purchase model). However, several studies have shown that display ads result in more searches on branded terms and more visits to your website. The display ad salesman will tell you that if you’re making a profit in those areas — …
Continue reading ‘“But display ads lift your other efforts”’ »
This is an old story, but interesting. New Study Shows that Heavy Clickers Distort Reality of Display Advertising Click-Through Metrics “The study illustrates that heavy clickers represent just 6% of the online population yet account for 50% of all display ad clicks.”
Here’s some good advice on making effective web pages. I particularly like the advice on over-coming “choice paralysis” in this one — Design To Sell: 8 Useful Tips To Help Your Website Convert 7 More Useful Tips To Help Your Site Convert