This week, Janet shares some extensive feedback from a well-qualified reader, who argues that the metrics available today are insufficient for guiding...
View articleWireframing is all about the "what" -- the execution and process of the site. It has nothing to do with the "how" -- including the innovations of tech...
View articleOpting in involves an exchange of value. You get something you want (usually contact or marketing information), and your prospects get something they ...
View articleSite publishers who believed that they knew, as if by instinct, exactly what the customers wanted were common (those who actually got it right were mu...
View articlePassion is a product of emotion, not reason. But passion marketing has nothing to do with the emotional sell. It has to do with honesty, speaking from...
View articleTake a look at the words on your Web site. Are you talking about all the wonderful ways your visitors can benefit from your products or services, or a...
View articleAnyone who has been marketing online for more than a day or two knows that all clicks are not created equal. So how do we use data analytics to determ...
View articleFinding the measurement tool that best does the job is not simple, but it's a whole lot more doable if you've carefully and thoroughly described, prio...
View articleFairy tales are often based on reality. True, some more than others. But here's one that's far from being a tall tale, even though it has a happy endi...
View articleWhich group were you in after Eric's last article? The busy-drinking-beer-in-college group? The "highly successful marketing executive" group? The "gi...
View articleDespite the rash of dot-bombs, so-called experts are still telling you to increase sales by using methods that the has-beens have proven don't work. S...
View articleRemember the days of the local merchant who knew you by name, remembered your favorite brands, and called you at home when new stock arrived? That's n...
View articleIf you're going to survive, you have to focus on bottom-line results. Spending a fortune to drive traffic to your site -- when most of it never does a...
View articleJanet will be sharing ideas about readers' specific situations. This week, a content-site developer says the editorial folks want to track page and su...
View articleFolks, looks like we have a fight on our hands. The newest addition to our columnist family has declared war against... ClickZ. But since he's now a p...
View articleWhat word (it refers to something we do every day, whether we realize it or not) immediately conjures up an image of a slick, aggressive, fast-talking...
View articleIn the early days, collecting data about Web site traffic via log files was easy. These days, though, many Web sites provide dynamic content, and they...
View articleWe are all bombarded by emails. Some are legitimate business correspondence, many more are solicitations, personal mail, junk, jokes, spam... With a...
View articleWe are all bombarded by emails. Some are legitimate business correspondence, many more are solicitations, personal mail, junk, jokes, spam... With all...
View articleIf you have endless computing resources and scores of analysts to go through log files, then jump in and analyze; but if you're like most businesses, ...
View articleIf no one pays attention to marketing anymore, and so marketing supply and demand are in disequilibrium; and if instead there is demand for people wit...
View articleKey-driver analysis is a powerful way to derive business value from customer-satisfaction data. And Michael's tips for successfully doing so will help...
View articleLa donna mobile... But when it comes to buyers, not just women are fickle. Customers are human -- they can be as rational as logicians or as unpredict...
View articleHow is a movie like a Web site? Before a single scene of a blockbuster gets filmed, the production crew has a complete map of the end product. They le...
View articleHow does traffic arrive at your site? Which users make up that traffic? How do users interact with your site? And what are the results of their visits...
View articleIn B2B purchasing, consumer-marketing guidelines often don't apply. There's a whole range of audience subsets to track, so different marketing jobs ar...
View articleDespite what many information architects believe, good navigation schemes have little to do with prospects' recall ability. Instead, what's at work is...
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