Some of our most recent articles...
Web Analytics
Star Trek Death Rates, Alien Women, and Segmenting Analytics Data with Matt Bailey (4:05)
 In this fascinating and hilarious video interview, Matt Bailey explains how segmenting web analytics data before analysis can help a marketer figure out what is really going on with the various types of customers who visit a website. As an analogy, he observes that 'red shirts are always the first ones to die.' Then presents data to prove that deaths are attributable to both beaming down to the planet as well as whether or not Captain Kirk meets an alien woman.
May 27, 2008, 06:48
New Media
Mobile Phone vs. iPhone Website Optimization with John Marshall (8:01)
 John Marshall sees the web browser in the iPhone as a breakthrough for mobile devices. It is easy to use, renders sites well, can zoom in on content easily, uses JavaScript, and can be detected with analytics programs. In this video he suggests how to optimize a site for mobile devices -- and the importance of doing so in light of the high economic demographic of mobile web browsing users, especially iPhone owners.
May 20, 2008, 09:44
SEO
Rethinking Search: Keyphrases & Long Tail - Avinash Kaushik (8:19)
 In this interview at eMetrics, Avinash Kaushik encourages us to rethink search. Instead of keywords, think instead in terms of 'long tail' keyphrases that are used infrequently, but represent qualified, motivated customers. His initial advice is to use SEO or organic search for brand and 'head' terms, and to exploit paid search for 'long tail' terms. SEO should be seen as a long-term strategy.
May 20, 2008, 03:27
New Media
How to Get Your Business Listed in Wikipedia with Mike Svatek (7:27)
 In this video interview Mike Svatek of Baynote.com explains some of the hurdles his company had to go through to be listed in Wikipedia. He advises: (1) don't use persuasive writing, (2) demonstrate that your business is 'notable' by showing that what you do is important broadly, and (3) get involved in the internal Wikipedia debate of the inclusion of your business in the encyclopedia.
May 13, 2008, 03:34
New Media
Wikipedia and Your Business
Amanda Watlington explains the cautious and patient way in which marketers should work to get their businesses mentioned in Wikipedia, the free online encyclopedia. She explains the importance of understanding how the Wikipedia community works before submitting an entry. The primary benefit will be in building reputation and traffic for your business, not in 'link juice.'
May 13, 2008, 03:15
Web Analytics
How Google Analytics Can Help Content Work Better with Robbin Steif (5:42)
 Robbin Steif explains how with analytics you can determine how many people view your content. But more important you can see the bounce rate and the time on a page. These number help you determine which content needs reworking so that it will perform better. Steif also discusses industry benchmarking available within Google Analytics and the pros and cons of putting tracking code at the top of the webpage vs. the bottom.
May 13, 2008, 01:11
Web Analytics
Using Google Analytics to Find Traffic that Converts Best with Robbin Steif (5:21)
Analytics expert Robbin Steif explains how you can determine the type of traffic that converts best using Google Analytics. You examine each media type (e-mail, paid search, organic search, etc) with the traffic reports category and compare how each type converted, within the 'goals' tab. She explains the use of 'thank you' pages that signal completed goals. Once you've determined the media types that convert best, you can drill down to find ways to improve these results.
May 13, 2008, 01:05
SEO
How to Optimize for Local Search with Frederick Marckini (6:22)
 Marckini explains how local search works, with geotargeting, as well as using placenames or city names in the metadata -- title tag, meta description tag, and meta keyword tag.
May 6, 2008, 13:21
Design/Usability
Build Your Sales Argument in a Simple, Straight Line
Without a following a clear path to a single objective, sales page copy can lose readers who bail out before reaching the end. Usborne recommends (1) being clear about the page's objective, (2) allowing readers to see the final outcome from the beginning, and (3) writing in a straight line without detours.
May 6, 2008, 06:44
Conversion/Testing
A Landing Page Checklist
Dr. Wilson offers a comprehensive checklist of items to remember and include when developing a landing page or product page. Used carefully, this checklist will help significantly raise conversion rates on a website. This checklist may be reprinted, hosted, and distributed on other websites, so long as all elements remain unchanged.
Apr 29, 2008, 12:50
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