RECENT INSIGHTS
Despite persistent reports that the human attention span is in freefall, marketers still use long-format content on their websites. Some examples: Brutally long lists of 15 bullets or more. Explainer videos longer than 5 minutes. 57-slide presentations. 10-step purchase processes. Deadly dull downloadable documents. Marketers, there’s nothing wrong with deep content – users will engage […]
More than 75% of consumers are troubled by the threat of AI “misinformation” (Forbes), which explains why brands are voicing concerns about AI shaking consumer trust in content authenticity. The bad news: erosion of consumer trust in website content is a threat to website conversion rates. The good news: marketers can send signals that build […]
Something happens to consumers when a website asks them for something, whether it’s payment, personal information, or anything of value. Typically, people pump the brakes. Example: Online shopping cart abandonment is nearly 70%. The point: Requiring a visitor to share their email address, create an account or password, enter a credit card number, or subscribe […]
General conversion vs. funnel-specific conversion Depending on who you listen to, digital marketing programs for “General Medical Services” produced a 2.1% – 3.2% conversion rate last year. For clarity: That means that of all the people coming into a “medical services” website (from an ad, social media post, or search page, etc) only 2-3% complete […]
Who’s there? Someone entering your website. Someone entering my website who? Someone entering your website doesn’t use the home page. It’s no joke. While many marketers still think of their home page as the front door to their site (and, perhaps, the foyer), in reality visitors are getting more and more accustomed to entering sites […]
Of the 3 main ways to purchase a product or service – through a retailer (think of an REI store), an online-only marketplace (such as amazon), or directly from a brand (such as adidas) – which would you choose, assuming the price was the same in each channel? That’s one of the questions asked in […]