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Focusing on Acquisition alone Misses a Trick
August 30, 2012 By Wayne Morris
Online customer acquisition still looks like a safe bet, delivering an average 3% return. But look beyond the top line figures and senior managers need to question just how much long term value is being achieved online. Just what is the objective of the acquisition strategy? To achieve a one off transaction from a new [...]
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Turning a Facebook Profit
August 28, 2012 By Mark Simpson
They say 93% of adults who use the Internet are on Facebook…but on average, only 1% of Facebook fans will ever visit a brand’s website. Yikes: talk about some lopsided statistics. No wonder so many brands are ready to give up on Facebook as a valuable means of commerce. A few months ago, one of [...]
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Stop Before You Overhaul: 5 Ways Testing Can Maximize Impact with Minimal Changes
August 20, 2012 By Mark Simpson
An overarching site overhaul is often a marketer’s go-to solution when online sales and conversion rates are sinking. After all, if bounce rates are high, average order values aren’t up to snuff, and one-time-buyers are the norm, it must be the website’s fault … right? Right, but … when solving issues that are isolated to [...]
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Do Your Loyalty Programs Actually Promote Loyalty?
August 1, 2012 By Mark Simpson
We all know the online travel industry has changed: travel agencies now provide a one-stop shop for everything from airfare and room and board to transportation and tours, hotels and car rental agencies are teaming up, and airlines aren’t the only ones offering frequent traveler programs. And consumers are taking notice of this shift. In [...]
