For years, marketers have been obsessed with conversion. I get it. It’s never been my favorite KPI – I much prefer the ones tied directly to bank accounts – but as a topic, Conversion gets a lot of attention, especially from consultants. Plus, it’s easy to calculate. The challenge with conversion is that many conversion metrics depend entirely on traffic quality. I see so many people get frosty that their traffic is through the roof, but their … [Read more...]
How to Improve Your Internal Text Search
As someone who has spent years watching people buy, browse, interact, and do all sorts of wackadoodle things online, there’s nothing that can get me riled up faster than poor navigation. Navigation, including your search function, is my Kryptonite. If you’re getting enough traffic (and most sites get more than enough), it’s also the #1 determinant of your online success. Full stop. I know. I know. So-called experts will say it’s your checkout, … [Read more...]
6 Proven Ways You Can Use Artificial Intelligence To Improve Your Lead Generation Efforts
Now that it’s hitting marketers that the company with the best data wins, they’re finally taking their lead generation efforts more seriously. (Insert angels singing here.) First, what’s considered an inquiry or lead? Anyone with a propensity to act and/or specific interest that raises their hand and starts a dialog with you. Don’t worry; they don’t have to literally raise their hand and talk to you; they just need to give you something of … [Read more...]
How To Use Artificial Intelligence To Personalize Your Coupons, Promo Codes, and Other Special Offers for Maximum Impact
One of the most lucrative ways to use Artificial Intelligence/Machine Learning (AI/ML) in your marketing efforts is to customize your special offers. Offers can be discounts and deals, of course. Offers can also be special messaging for automatic delivery, buying in bulk, and loyalty clubs. Today, let’s talk about the deals and discounts kind of offers – your coupons and promo codes.* For years, many companies have used one-size-fits-all … [Read more...]
How To Use Artificial Intelligence To Improve Your Retargeting Program
I’ve been doing this Internet thang for a long time. Over the years, many things have changed. Some for the better, others for the worse but one of the most consistent? The oh-so-very-depressing fact that, on average, companies only convert 2-4% of their shopping carts. With so many proven best practices, you’d think we’d have gotten a lot better, but alas… The good news is that Voice will DRAMATICALLY increase cart conversion at some point in … [Read more...]
Catalogers and other offline marketers have many advantages when it comes to E-Commerce. 
