Your website is not a one and done deal. It requires constant improvement. A weekly, if not daily, review of your website metrics will be the way you identify areas that need work. Of course, knowing which metrics are valuable and which are just distractions is important. Where is your focus on your metrics? Do you have an eye on every angle? Read the rest of this entry »
The key to improving the performance of your website, over time, is to constantly improve the effectiveness of your conversion paths. A conversion path is the sum of steps a person takes to respond to an offer on your site while becoming a lead for your business. In a website redesign, it’s important to look at your current conversion path and see where it needs improvement. The offer might be an eBook and the visitor might enter the conversion path from a blog post or email, as you may after leaving this site. Making ongoing improvements to each element in the path means higher landing page conversion rates and an ever-increasing number of leads. Read the rest of this entry »
When not busy sending us search results, Google spends its time researching the market and buying behavior. What their latest findings show is that search, online-research and social sharing combined have become the most influential sector of your marketing ecosystem. So influential, in fact, that in 2011 people’s pre-purchase research included 10.4 sources. Up from 5.4 sources in 2010. What we’re now seeing now is a fundamental re-wiring of the buying process. Read the rest of this entry »
A couple weeks ago our friends at BC Gurus interviewed Hero’s Design Director, Jeff Mason, about why Hero uses Adobe Business Catalyst. Lots of good stuff about Hero’s business approach as well.
In the daily rush of social media we often can’t see the big picture. We can’t see just how many people are involved in these online tools. And we can’t see just who they are. Well the big picture just got a little clearer thanks to the folks at Digital Surgeons. Read the rest of this entry »
Seth Godin’s blog is one of my favorite daily reads. Today he writes about the client’s role in the creative process. It’s a great list of do’s, don’t's and straight talk about fostering innovation and leading a creative team to success. At Hero, helping clients become more informed marketers is one of our goals. Seth’s post, How to be a great client, is full of insights every client will find useful.