eVision Online Marketing Blog

This blog is all about Targeted Traffic and Conversions!

How to Boost Sales with Compelling Buyers’ Guides, Product Descriptions, and Product Reviews

Rob Snell shows the different kinds of text content they create on their online stores, and gives tips on how to leverage your product expertise into online profits. Doing this helps establish your expertise, differentiate your ecom site from all the others, and helps your shoppers decide what to buy.

It also helps your organic search results by making your product pages unique from most other ecommerce sites and by adding much more content for search engines to index and return in search results.

Using Adwords Auto-tagging? Searchers may see “Page Not Found” errors instead of your landing pages!

You must test the actual ads or landing pages. Do not rely on the Ad Preview tool!

In this article we’ll demonstrate a problem that can be caused by Google’s Adwords Auto-tagging, which is turned on by default when you create an AdWords account. Auto-tagging can cause some landing pages to load incorrectly, often resulting a “Page Not Found” error, – Wasting many dollars in Adwords Click charges and missed business opportunities. We demonstrate the issue in a 4 minute video, show you how to test for problems, and suggest what to do if you have problems.

The most crucial ingredients for search marketing success? Fast implementation and Perseverance!

Looking back over years of working with clients, I truly believe the most important ingredient to search marketing success is the quick implementation of recommendations and tests to improve conversion rates.

Our clients who continually implemented recommendations and tests and persevered eventually succeeded. Those who couldn’t failed (Or more often they delayed their success for years till they could implement recommendations and tests quickly and missed a significant amount of income over those years).

The underlying issue is that all (yes ALL) web sites that have not been improved systematically do an ineffective job of converting site visitors with little or no prior knowledge about the company and its products and services. This includes most of the non brand keyword phrases being searched on to reach a web site (from both organic and PPC search results) as well as visitors from many other referral sites.

In this article I’ll show you how to estimate the conversion rates for your brand vs. non-brand keyword phrases using Google Analytics. You’ll see the difference in your conversion rates and should be able to estimate the potential increase in income if you work to improve conversions rates on your web site

Want to improve conversions rates? Stop cycling important messages in Flash! Updated

I’ll be presenting “Want to improve conversions rates? Stop cycling important messages in Flash! At Pubcon in Las Vegas this week.

Our user testing shows few people watch an animation long enough to see multiple messages. In this case study we improved conversions 300% in key adgroup for this client by “Freezing” an animation on an important message.

You can download the slides. Includes Best Practices for Animations.

Run Your Brand Phrases In A PPC Campaign? Part 2: How to Test the Results

Should you pay to run your own brand phrases in a PPC campaign such as Google Adwords when most of these phrases are reaching top “organic” search results anyway? In part one we showed you why it usually works. In this post, Part-2, we’ll show you how to test the results to see if it’s paying off for you.

Pay Per Click (PPC) Advertising: It’s about Traffic that Engages and Converts: Not Impressions, Clicks, or even Click-Through Rates (CTR)

Often, after we take over a Pay Per Click (PPC) search engine advertising campaign for a client (such as a Google AdWords campaign) we get a panic call from the client that goes something like this, “You’ve lowered my Impressions!” or “My Click-through rate has gone down, What are you doing!” or “The number of Clicks to the site is down!”

Our goal when managing a PPC campaign is to bring targeted traffic to the site that is engaged enough to convert in some manner, whether this is filling out an inquiry from, purchasing something, picking up the phone and calling, downloading an important white paper, visiting a brick & mortar facility, or at the very least spending a reasonable amount of time on the site.

In this post I’ll show you some actual examples from client campaigns where we’ve lowered one of the metrics such as Impressions, number of Clicks, and even the Click–Through Rate (CTR) while we increased the number of conversions or a lowered the cost per conversion or both.