September 2010 - Page 4 of 4

Improving Online Conversions for DUMMIES courtesy Google

By Dave Chaffey 07 Sep 2010

AB and multivariate testing

A PDF download on Analytics and the Google Website Optimiser

Value: [rating=4] Our commentary: Published by Wiley and written by a team from Google, led by Alan Wrafter. These free Ebooks aren't full length, so don't expect it to be as good as a full guide. In particular Chapter 2 is too brief to be valuable, but Chapter 3 is a good intro to GWO. However there are no examples which we see in so many books and blogs including the Google Conversion Room blog, it's a shame they couldn't be included here. It's great to have free introductory books, but for serious reference / how to works I still recommend these books on Google Analytics. Marketing implications: This is the structure, you can see that the book covers a wide range of topics from…

Gruesome conversion killers

By Dave Chaffey 07 Sep 2010

Conversion optimisation strategy

Best practice advice in conversion optimisation and AB Testing

Value: [rating=5]

Our commentary: I was talking recently to Ben Jesson, CEO of Conversion Rate Experts to set up an interview we'll have soon on creating the business case and using the right process for conversion rate optimisation (CRO).

I mentioned it would be great if they could share some of their well-known presentations from conversion rate and search marketing conferences, so it's great to see their first from the recent Think Visibility conference, presented by Karl Blanks. Enjoy!

Gruesome conversion-killing mistakes

View more presentations from Conversion Rate Experts.

Marketing implications: Here's our pick - it's worth viewing fullscreen in Slideshare to pick up some…

Deloitte unaware of Facebook, Google in research on impact of different media?

By Dave Chaffey 06 Sep 2010

Offline media integration

Consumer research on use and perception of TV and other media

Recommended research: On TV: perspectives on television in words and numbers - Deloitte/YouGov Value: [rating=3] Our commentary: This research has been widely reported in the UK newspapers and online with print journalists using it to knock the Internet - always a favourite. It's staggering that they don't mention that the research was commissioned for presentation at the recent Edinburgh TV Festival... I wonder why? It's a classic example of developing a methodology to make the statistics fit the story you want to tell. In its press release Deloitte state that "Online advertising struggles to make an impression" and that "television advertising still packs the greatest punch" and elsewhere "Advertising on television, still the nation"€™s favourite format". FWIW Here's some of the major flaws in the methodology and reporting in my view: 1 The effectiveness of…

Liveblogging on SEO tips, tools and techniques at Think Visibility

By Dave Chaffey 04 Sep 2010

SEO strategy

If you don't know it, Think Visibility, "#Thinkvis" is a great "unconference" set in Leeds which has grown from 80 to 250 attendees; not bad for a Saturday. I attended the first conference which I liveblogged and was back for the fourth over the weekend. Thanks to Dom Hodgson and the other organisers for putting together a great lineup of speakers which featured the SEO nitty-gritty you don't see at other conferences. So straight onto the topics. These are the sessions I've covered, I've included the slides where possible: International / Multilingual SEO with Rob Kerry Social media for SEO with Lisa Myers Linkbuilding for SEO with Jaamit Duranni How to gain market dominance in any sector" with Dave Naylor

1. International SEO with Rob Kerry

See speaker background Rob works for an agency specialising in international SEO. To start with he covered the basics which I get asked often, so…

Improving conversion from Pay Per Click

By Chris Soames 01 Sep 2010

Paid search analytics

A Pay Per Click Auditing process

Value: [rating=4] Our commentary: With a lot of businesses using Google Adwords as a large part of their online marketing efforts I think its key to understand the ultimate metric (Sales!) and how to utilize tools to make this channel as affective as possible. Imran Farooq has created a guide to auditing your AdWords account to ensure you are maximising your Paid Search efforts. Marketing implications: There cannot be a better time to audit your paid search efforts, with the summer months almost over and the next peak sales time only weeks away (dare I say the word... Christmas) it is well worth taking the time to step back from fine tuning your click-through rate and take a top level view on your account. Checkout the guide on the link before and be sure to keep any eye out for part 2, coming soon. Recommended link:Auditing your…