Matt / July 29, 2008, 12:38 pm
I came across a great metaphor describing why multivariate testing of ad campaign landing pages (with a tool such as Google Website Optimizer) makes for a much more effective use of the money in an advertising budget.
The traditional way to do this is as follows:
- Agree campaign budget
- Build and sign off creatives (PPC ads, key words/phrases, landing page, offer details)
- Take a sack of money
- Move to top of building
- Shake money out of sack
- Sit back and hope
The better way to do this:
- Agree budget
- Brainstorm all the things we’d like to test (buttons, text, call to action msgs etc.)
- Take 5% of budget and finalise *multiples* of these elements to test
- Spend the 5% sending traffic to a multi-variate test
- Find the ideal creative (based on conversion data)
- Put this live
- Spend the other 95% of the budget
Jason / June 27, 2008, 10:10 am
Jason Jeffries, Blenderbox CEO, was a featured panelist discussing web marketing and social media for a Small Business Networking Event sponsored by the Alliance for Downtown New York.
The Panel was moderated by Peter Shankman, and also featured Robert Hordt, Managing Editor of Crain’s New York Business and Charlotte Eichna, Executive Editor of Our Town and West Side Spirit, part of Manhattan Media.
Matt / June 25, 2008, 12:32 pm
Khoi Vinh on getting good ideas out faster by collaborating closely:
TimesPeople is the result of a tight collaboration between a small team of our technologists and designers and, for a new feature on our site, they managed to launch it in something like record time. It was actually a lot of fun bringing it to life, but the really important thing is the try-it-and-see approach that drove it. Rather than spend months and millions on creating the ‘perfect’ social networking addition to our site, we decided to take a good idea and get it out as quickly as possible. It’s certainly not perfect, but we’re hoping to learn as much as we can about how social networking makes sense in the Times environment.
From “People Wanted” (subtraction.com)
Matt / January 24, 2008, 12:22 pm
This looks like a good one to add to your RSS reader.
The CMS Myth strongly believes in the power of web CMS to be a key enabler for achieving online success. We recommend and deliver web CMS systems every day. Done right, a web CMS can be the nucleus of your web strategy and lift up all of your online marketing initiatives.
Yet for every “market leading” CMS, for every brilliant online strategy and web application, there’s a misguided effort or an ill-conceived approach ready to derail your web initiative. The goal of The CMS Myth is to help you avoid those landmines.
A couple of recent posts from their blog:
Found via InfoDesign
