Do you know why people are at your website? Analytics by segment.

Posted on October 2, 2008 by teds

1-3%, that’s the typical first-visit conversion rate most websites see. Whether you’re at the high end or the low end or even if you have twice the top rate you’re still looking at more than 90% of your visitors not converting. Not converting more than 90% of people who come to your website? That seems bad but if that’s all you’re looking at that number and that number alone you’re kicking yourself in the foot; 90% not converting? Maybe they are, you’re missing the customer’s goals.

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Why demographic & behavioral targeting is in the consumer’s best interest.

Posted on September 19, 2008 by teds

A few minutes ago I finished reading a post by Josh Gordon on The Lunch Pail (operated by interactive agency Knotice). The post is all about the debate over behavioral targeting and data privacy and the recent actions from consumer groups to try and get legislation enacted to limit it. In responding to this post I stated something which I often bring up in conversations – marketing should be behavioral for the customer’s sake.

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Why the airlines need to create and listen to communities [and so do you]

Posted on August 12, 2008 by teds

There’s no two ways about it, with the value of the dollar and the cost of fuel (even after its recent 20% fall) the airline industry is not having an easy time staying out of the red but maybe if one of them tried listening to their customers and responding they’d be able to make some actual money and gain an edge over the competition. When it comes to advocates, airlines have spent decades building relationships and have some of the loyal customers almost any business many of whom are clamoring to give input and share their concerns. Yet instead of listening and growing relationships, the airlines turn their backs and continue to invest in acquisition as if there’s an endless number of customers – and unfortunately it’s not just airlines doing this.

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Getting inside the consumer’s head… a few “simple” tactics

Posted on June 9, 2008 by teds

I’ve spent the majority of my blog entries thus far talking about how to meet the needs of your customers as well as how to make their experience better but all that’s fairly meaningless if you don’t know who they are and what they’re thinking about when they purchase (or exit). Unless you’ve already got the research aspect handled, chances are you don’t know enough about your customers to really be able to do the things they want (your assumptions don’t count, even if you are in the demographic – a sample of one isn’t a sample) and even if you do the research, chances are you can do more.

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