Archive for the ‘Online Tools’ Category

The world of online marketing is full of acronyms, and SEO or Search Engine Optimisation, ranks up there with the best (for those that already know what SEO is, please excuse the pun).

Acronyms save time remembering and pronouncing all those long words, and make experts feel important as they drop capital letters like Liz Taylor drops husbands (for the record, she’s up to number 7, 8 if you count Richard Burton who she married, divorced, married, then divorced again)…

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It has been suggested that one of the greatest accomplishments of the Web is it’s ability to spit out a multitude of data on our customers’ behaviour – far more than is readily available offline.

No matter how solid or reliable, the data alone isn’t much of an achievement. We don’t marvel at how solid or reliable the brick is that the Ancient Egyptians used. We marvel at what they did with it. We marvel at the structures - The Great Pyramids of Egypt.

There are multiple schemas to which we can base our Great Pyramids of Data. Firstly, we will touch on one of the most well known conceptual pyramids in business (but maybe one of the least used), and then briefly introduce three more that can help to build insights into customer behaviour on the web.

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Google have made their first major update to their multivariate testing tool Website Optimizer since it was made available earlier this year.

The most notable addition is A/B Split testing which is useful for websites who do not need to go overboard with potentially 100’s of elements being tested with multivariate testing.

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Another interesting case study has been posted over at MarketingSherpa looking at how the implementation of an online live chat support system (LivePerson) increased the average order value and conversion rate of backcountry.com

“Even better, customers have taken to the proactive application as the average order value of customers who use the system is 61% higher than those who don’t use it. 14% of those who accept an invitation to chat convert to sale, which is 820% than the overall site average of 1.7%.”

Read more to find out how they did it and to view creative samples…

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