While web analytics give great insight into the behavior of website users, they focus on “what” leaving the analyst to use intuition to form a “Why”. Video usability testing answers the the” Why”
This sample video user test is an abbriviated single user test. Most usability tests are 10 to 20 minutes long and answer a more specific set of questions. This test was used in an early iteration of the Synthesis:MCM website redisgn.
Advertising doyen David Olgivy speaks on direct response advertising. While this taped filmed address is from the age of print and broadcast television, he lays out the case for metrics centered marketing in a way that many web practitioners still do not understand. Even of those that do, many act as if marketing on the internet created the science/art of directly interacting with our markets.
This 9 minute video definitely warrants a viewing
The universe of digital commerce is undergoing a huge transformation as potential customers across all age groups change the way they shop online. Of course I speak of the rise of the tablet. Digital retailers must adapt to the migration from the desk to the couch or lose out to this growing market segment.
Continue reading “Couch Commerce:”
Customer satisfaction reaches its peak immediately after the customer makes a purchase. They have just made a positive buying decision and all is anticipation as the await delivery of their product.
Maximize on this good will before the iron cools.
Continue reading “The Day After: Ecommerce Follow Up”
Initial Steps to Successful Search Engine Optimization
When people think of digital marketing, they first think of Search Engine Optimization (SEO). This remains a key component of the digital marketing ecosystem along with social media marketing; email marketing, App development, Pay-per-click (PPC) marketing and cross-channel marketing.
At Synthesis: MCM we employ an approach known as Agile Development which is an iterative approach integrated across all marketing channels. This is a metric centered marketing paradigm, where we collect and analyze data on user behavior and refine our efforts based on what we have learned from our previous efforts to move us towards preset, quantifiable objectives.
This paper lays out the five key steps that we build on to perform effective SEO.
Continue reading “5 Initial Steps to Successful Search Engine Optimization”
Recently, I was in Las Vegas. As the evening drew on, the question of where eat arose. With a preference for Italian that night I pulled out my phone and using Google Maps made a query for Italian restaurants nearby.
One of the returns seemed worth exploring so I clicked on the menu link . . . nothing.
Continue reading “Local Listings: Load Time Matters”
A State of the Site (SOTS) Audit is an objective evaluation of your website that seeks to uncover barriers to a positive user experience and to your site
A State of the Site (SOTS) Audit takes a snapshot view of where your website stands in five critical dimensions:
- Search engine friendliness
- Site integrity
- Ccode validation
- Page speed
Together these give you a pretty good understanding of how well your site will be experienced by visitors and viewed by search engines. (A more thorough exploration of what a SOTS Audit is can be found in the companion piece SOTS Audits: Begin at the Beginning.) This article addresses the question,