Does it make the boat go faster?

12 October 2010

We are creatures of habit. We get comfort from routine. We struggle with change. Generalisations, yes, but you can’t deny you’ve noticed those traits in yourself at times. We do some things, because we did it yesterday. And the day before. We find it easier to carry on doing it that way, rather than analyse what we’re doing and change direction. Who has time to do that anyway? Then there’s safety. It’s, of course, in our best interests not to take risks or rock the boat, better to toe the line and do it the way you’ve been told to do it, the way we’ve always done it. Unfortunately, all that does is lead to disappointment, to average, to bland, to a loss of contention. Albert Einstein was describing insanity when he said it was "doing the same thing over and over again and expecting different results", but he could have equally been referring to our unwavering routines.

2nd Chance: easy way to boost your conversion rate

7 September 2010

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I’m going to let you in on a secret. In your very near future, you’re going to see a stupid, crazy spike in your conversion rate. Bold statement, but true. If you spend any money on advertising your website, you need to be doing this. Trust me. The great thing is, your competitors are highly unlikely to be doing it, so now's your chance – your advertising performance will improve and you’ll look like a genius. And the craziest thing about it; it’s in a place you’d never think to look.

8 Steps to Fixing your Customer Experience

18 August 2010

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The customer service department is unlikely to be the first port of call for a marketer looking to improve their performance. However, if you want to make a significant difference to your website’s performance, its worth walking over and saying hello. Whilst your outbound marketing – TV, display advertising, video, etc. – might be more exciting at first glance, it’s the information collected by Customer Services that is arguably more valuable to your business.

Know your Objective

14 August 2010

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Ask yourself this – do you know why you’re crafting that email newsletter today? Or why your display adverts are using that creative? Why that particular wording in the press release? Or why you’re monitoring mentions of your brand in Twitter? If you don’t know, why are you doing it?

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