According to copywriting legend Eugene Schwartz, a headline’s main job isn’t to sell; it’s to gain the readers attention and compel them to read the ad.  And this is sound advice, but the Internet also requires one other thing in today’s web 2.0 copy world… Step 1. Scent: Web copy add...

Craig Danuloff, President of ClickEquations did a fabulous job exposing how to leverage Google Quality Score to improve pay per click success during our webinar yesterday. In case you missed the webinar you can see the replay. Unfortunately, we didn’t have enough time to get to all the questio...

“Experiment or die, there is no try.” That was my call to action, Yoda inspired, last week to a group of international C-level executives. And I meant every word of it. There is a tendency to think experimentation and testing is optional. Ouch! I fundamentally believe that is wrong. For ...

Tom Peters called it “…the best article on business strategy I’ve ever read,â€� and advised his blog subscribers to “read every damn word.â€� And Tom isn’t alone in considering Michael Lewis’s sports writing to be a hidden treasure; just look at this marketing-based analysis of his b...

Inside Facebook has a good post about how to not screw up your A:B testing that is a useful reminder about how many tests you need to run before you know that the results are statistically significant. The author notes: How many [tests] do we need to declare a statistically significant difference be...

Just before his keynote presentation at the Search Engine Strategies conference in Toronto the other week, Search Engine Watch executive editor Kevin Heisler caught up with FutureNow co-founder Bryan Eisenberg to chat about website optimization, split-testing, word-of-mouth marketing, social commerc...

I just arrived home from San Francisco where I attended the eMetrics Marketing Optimization Summit. As always, it’s great to catch up with friends and participate in enlightening conversations. A key theme of my presentation: how to get organizational buy-in to testing and conversion optimizat...

Part 5 in my MVT series will focus on the key considerations and decisions for setting up your multivariate test so that you get the most learning and best results possible. I’m not going to get too technical here since I am not a developer however I want to share what I feel will ensure happy tes...

Maybe I just haven't looked hard enough but I'm extremely frustrated that I cannot seem to find an email marketing tool or service that has all the features I want at a reasonable price. I don't ask for much. I've used Constant Contact quite a bit and I am generally pleased with it. It is perfectly ...

Everyone wants to optimize. If you're like most companies, you have a laundry list of things you'd like to do with your site. You know instinctively that all the items on the list are of equal value. You know some might have more impact than others. You also know these items require differ...