Harness The Power of Intent Data To Supercharge Conversions

intent-marketingWhat Is Intent Data and Should It Matter?

When your prospects take a series of online actions, their digital footprints can be knitted together to tell us a story about their purpose – or intent. These footprints can come from many sources, such as search queries, website visits, downloads or even engagement with various social platforms, such as Facebook and YouTube or blogs.

Not only can we discover their current objective but we can also surmise their future intent.

Each individual signal already tells us a lot, but when we group them together, live and in order, we are able to extrapolate dynamic and powerful engagement patterns that can tell us even more about their preferences, information needs, propensity to take an action and finally, their intent to make the purchase. This not only helps us with an individual prospect, it informs us about similar audiences.

Live intent data goes … Continue reading

Why Should You Care About Your Bounce Rate?

I was speaking to a prospective client this past week and he said, “we definitely need to increase our conversions and our bounce rate is over 90%!” First reaction, YIKES! that is a really high bounce rate; no wonder they are not getting any conversions. As I started to explore and ask some questions of my expert team members, I learned a few things.Bounce Rate
Just so we are all on the same page, Google Analytics defines Bounce Rate as the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page.)

Your bounce rate is driven by so many different variables and honestly it depends on the goals and other KPI metrics that have to be considered along with what you are trying to achieve!

If your goal is to drive phone calls in a fast sales situation, the … Continue reading

How Does Your Website Make People Feel?

One of my colleagues here at LocalDirective when asked to review a potential client’s website had this response,  “At first glance I feel like the font is yelling at me.  No bold.  Bold makes me feel even more like I am being scolded.”  I‘d venture to say, she did not feel there was a good user experience!  How many visitors do you think bounced off that website almost immediately?

There are two important website design elements when you think about your website:  The User Experience (UX) and The User Interface (UI) or Interaction.

Is your website clear and easy to use?  A powerful program that has a poorly designed user interface has little value.

There should be one primary goal per page and you should be asking these questions:

  1. Who is my ideal audience?
  2. Where do I want to send them on my site?
  3. What call to action will best
Continue reading

A/B Testing: How to Make a Good Start

It is every marketer’s dream to design a campaign or a website with massive appeal to the target audience and exceptional conversion rates. More often than not, there are some tweaks and iterations to get to a marketing piece that attains its highest performance.

However, the most important question is whether the changes made to the website or a marketing campaign are driven by intuition or data. The data-driven approach, such as A/B testing, is more likely to lead you to success, and at a faster pace. Split testing or A/B testing helps you finalize the design that works for you in a methodical fashion.

A/B testing is a method of running various marketing experiments where in groups of customers receive marketing material with variations. The metrics derived from the behavior of these various customer groups are then analyzed to determine the design that attains the highest performance. A/B testing … Continue reading

5 Tips To Improve Your Email Marketing Campaign This Holiday!

Holiday Marketing The holiday season is right around the corner and now is the time when most small businesses start marketing their holiday promotions through newsletters and email marketing. Most businesses understand the need to market to their customers, especially during the holidays. Unfortunately though, most of them also miss the basics when compiling their campaign.

Here are some quick tips to help you increase your conversion rates this holiday season!

1) Use short subject lines

In a study conducted by SalesForce, subject lines fewer than 10 characters long had an open rate of nearly 60%, which is much higher than the industry standards defined by Constant Contact, an eMail marketing service. Use short subject lines to get your point across right away. This saves time for the user because they know what is inside, and helps users convert quickly. Continue reading “5 Tips To Improve Your Email Marketing Campaign This Holiday!”

Get Better Marketing ROI: The Neuroscience Behind Conversion Optimization

Neuroscience of marketing is finely balanced. From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our CEO, Lisa Maier, discusses The Neuroscience of Conversion Optimization.

This is a great article that describes three principles from neuroscience that are directly tied to conversion rates. In addition to understanding the science, the author provides actionable methods to incorporate the principles, so you can put these ideas to work right away.

An example is ‘processing fluency’ which basically says we have a tendency to have a more positive view of things we are able to do most easily. The derived action is to take the time to think through and to simplify/clarify what is requested of visitors to your site. It’s especially important to apply this type of principal to the purchase path, and in particular the call to action.

I really liked the ‘congruent actions’ principle, … Continue reading