Archives - Bryan Eisenberg & Jeffrey Eisenberg

W2M: Website to Mobile – A Multi-Channel Retail Opportunity

I was recently discussing online retail with a colleague and the challenge online retailers face in proving their value to their traditional brick-and-mortar counterparts. It made me wonder why no ecommerce platform (that I know of) has added the ability to send a shopping cart to someone’s mobile phone. Imagine you are on the Nordstrom website and you are looking at a number of outfits but you don’t want to commit to purchasing them until you can touch and feel them or…

Everything You Wanted to Know About Us…

Bryan Eisenberg

It’s often the most neglected page on your website; if you even have this page. However, if you do, it is very likely among the most visited pages. I may be dating myself but it is the Rodney Dangerfield of web pages. It gets no respect. Do you have an “about us” page? Is it performing at the level it should be? As brands, we should want people to like us, to share our values, to feel validated by doing business with…

The Conversion Trinity: The 3 Step Magic Formula to Increase Click Throughs & Conversions

Bryan Eisenberg

Being able to share a great success you have is a nice thing, but it is even better when you have the opportunity to share your students’ successes. Over the last couple of years I have seen my students shine writing for publications such as ClickZ, speaking at conferences, generating and publishing interesting research about personas, and of course getting remarkable results for themselves or for clients. I am sure you would love to know the secret to their success? I went back…

Marketing & Conversion Optimization Training Online

Bryan Eisenberg

What is it like to get a Master’s Certification in Conversion Optimization? Someone from Spain asked me what it was like to take my MarketMotive Marketing & Conversion Optimization master certification course. I put him in touch with a recent graduate who was also from Spain. It’s not the first time I’ve been asked, so his response is worth sharing with you . I provided a translated version first and then the original Spanish version so you can read it…

Landing Page Testing: Testing for Impact Not Variations

Bryan Eisenberg

Last column I shared the following test, which I found “in the wild” and asked readers to identify the variables. Hoping that instead of testing all the variables you could narrow it down to the most meaningful variables so that you minimize the time and resources needed to complete the test. Depending on how you want to define your variables, these two pages have around a dozen changes. Here is my list: Layout orientation. As I mentioned last time,…

Testing – What’s the Big Idea?

Bryan Eisenberg

Is yours the typical company launching 2-5 tests a month, struggling to eke out more from your marketing optimization program, and wasting critical marketing resources of your team and website traffic? That’s the result of not focusing in on the Big Idea! How much should you be testing? A mid-size company can easily handle 30-50 tests a month. The reason most companies never get there is because they waste so many cycles on what I call “slice & dice” optimization…

Betting on Future Success

Bryan Eisenberg

Let’s play a little game of what if… You have the choice in building your organization; you can: A. Recruit and hire some of the world’s best analytics, customer insight, marketing and testing team members. B. Recruit average team members but provide them with superb technology and processes. Many industry pundits would agree (including myself) that you must invest in people before tools. But is it just talent that is required or having the man hours available to get things…