By James Gardner on
Friday, May 29, 2009
Looking across all our different clients' web analytics each month, we
think Microsoft has set itself a hard job. Nevertheless, we hope 'Bing' will give Google some
competition : despite their disparate industry sectors Google
invariably brings our clients 80% - 90% of their search engine traffic.
According to industry reports the new search engine will take over from MSN/Live in June. It promises a radically new interface with search results from a wide
range of sources - and varies them according to the subject of the
search.
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By James Gardner on
Friday, May 15, 2009
Spent Thursday afternoon discussing conversion strategies with a client
who sells a complex long sales-cycle technical product. Their customer
decision maker is typically a male engineer over 40 years of age (I
can’t deny it – just like me). We hypothosised that these technical
decision makers want to set their own decision making process and are
reluctant to fill in a webform to request more information (lest an
eager sales person phones him straight back to book a demo…..) We
really want to engage these people in conversation whilst they are
surveying the market, raising the necessary budget, drafting their RFP
and making the buying decision. Read More »
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By James Gardner on
Tuesday, April 28, 2009
At the recent annual WSI Excellence and Innovation conference in
Stansted nearly every presenter talked about two elements micro-sites
and social media. Micro-sites are small websites (maybe just 5
pages) on a very focused subject. Often they will be in addition to
the corporate website and the domain name and content will target just
a single product or service niche that the business operates in. The
reason they work is that because of their focused nature, the search
engines understand what they are about and will rank them quickly (see SEO) and as part of the WSI’s Conversion Architecture
philosophy they are ideal: visitors are simply looking for answers to
the specific answers to the problem them “Googled” in the first place.
They make ideal ‘landing pages’ for visitors arriving their via pay per
click advertising or an email campaign.
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By James Gardner on
Wednesday, April 22, 2009
Just been reviewing last month's email newsletter campaigns with two very different Bristol clients - one a gastro pub chain, one that sells complex software products. The percentage of people who opened the newsletters ranged from 25% to 37% and clicks through to the website of 50% and 25% respectively. All excellent figures. Moreover, both received bookings or leads within hours of distributing the emails.
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