Bruce Clay Blog : 3/3 : Conversion Rate Optimization
October 12, 20104 Questions with Avinash Kaushik: Kick-Ass Web Analytics
Avinash Kaushik is a best-selling author, co-founder of Market Motive Inc. and is the analytics evangelist for Google. You can catch Avinash as a keynote speaker for the upcoming SES Conference in Chicago on October 19. I was very fortunate to grab some of Avinash’s time to answer a few questions on the minds of search marketers relating to Web analytics. Enjoy this insightful interview!
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August 19, 2010
Tim Ash: The Four Pillars of Building Instant Trust Online — Keynote SES San Francisco
Good morning and welcome to the final day of SES San Francisco. We have another full day of coverage planned for you starting with the very excellent Tim Ash (@tim_ash) CEO, SiteTuners.com and all around smart guy.
Mike Grehan once again welcomes us to the show. Conversion Conference is going on today. You know, if you’re into that kind of thing.
Tim jumps up on stage with a cheerful “Good morning, everybody!” and then mocks the room for failing to respond enthusiastically. Hee.
The four pillars of building trust online: It’s not about technology.
The most important things you’ll learn about marketing have nothing to do with technology. Marco Polo brought silk back from China and everyone went, “Ooh cool.” Radio? “Ooh, cool.” We’re still the same. It’s not the technology.
Read more of Tim Ash: The Four Pillars of Building Instant Trust Online.
August 17, 2010
21 Secrets of a Top Converting Website — SES San Francisco
This session began with a 30-minute technical delay because Bryan’s iPad bricked and his presentation needed to be downloaded, converted to PPT and put on the conference machine. Now in desperation, we are going to go through his brother’s version.
Webinar version is available on Market Motive, so don’t worry that he will be going very, very fast to do 21 secrets in 31 minutes.
Bryan starts with Q & A.
Do you customize landing pages for GEO?
Customized landing pages for each geographic region led to very high conversion for one of Bryan’s most successful customers. Use Google Maps and mashups to deliver localize, specific content.
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August 12, 2010
Your SEO is a Waste of Time Without Conversions
So, you’ve invested a ton of time and resources in SEO to reap the rewards of rankings and traffic – but what then? Without some form of conversion that affects your bottom line, what do you have to show for all your hard work?
Conversion optimization is a progressive and scientific way to ensure your site is performing for you once a person arrives at it. I sat down with Scott Fowles, an SEO analyst at Bruce Clay, Inc. who approaches SEO with experience in conversion optimization, testing, Web development and graphic design. I asked him about this new and often overlooked optimization trend for websites.
Read more of Your SEO is a Waste of Time Without Conversions.
May 13, 2010
Content Boot Camp: Run a Mile in Your Reader’s Shoes
Our Web content exercises are coming to an end, but now you’ve begun to build the muscle you need to endure any writing project that comes your way. If you had to take just one point away from this series, it’s that your online voice should be a reflection of the brand and its target community.
That said, it’s a good time to once again bring it back to who your target audience, or community, is. Who your readers are affects the way you’ll deliver the message. Tone up your writing by taking the time to know who makes up your target communities. You wouldn’t speak the same way to a community of attorneys as you would to a community of gamers, right?
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May 3, 2010
Content Boot Camp: Send the Right Messages
So, you’ve begun to figure out who your audience is and what your competitive advantage may be, now what? Focus on two things:
1. What your key messages are.
2. How you’re going to convey those messages.
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April 26, 2010
Content Boot Camp: Your Company Is Great So What?
How does someone choose Company/Product/Service A over Company/Product/Service B when they’re both very similar? It starts with discovering your unique selling proposition (USP) and clearly communicating it. Read more of Content Boot Camp: Your Company Is Great … So What?
April 19, 2010
Content Boot Camp: Performing For Your Audience
Recent SEO Newsletter articles focused on creating meaningful Web copy for your target audience. Through a miniseries of weekly posts, I’ll dig deeper to explore vital steps in a well-rounded content creation process. The exercises I’ll share will help shape your writing before you even put those fingers to the keyboard. Find out how to clarify the brand, its audiences and selling points so you can create the most compelling content for your online readers.
Read more from Content Boot Camp: Performing For Your Audience
March 25, 2010
21 Secrets of Top Converting Websites
Bryan Eisenberg, @TheGrok, says don’t worry about taking notes because MarketMotive will be making the presentation available: http://tr.im/mmsc3. Okay, I’m done. 
There are always reasons why our sites are going to suck. If you think about it, the average conversion rate is around 2-3 percent. When you’re sending out direct mail, pushing out “junk” then 203 percent is great. But things are different on the Web. People are going to you. We need to get over this idea that 2-3 percent is good enough. You should have a goal to get your conversion rate to 10 percent. Take a few of the following tips (they won’t all apply) and leverage them.
Read more from 21 Secrets of Top Converting Websites.
