http://amc3m.com Outcome based Marketing Sat, 29 Oct 2011 01:26:54 +0000 en hourly 1 http://wordpress.org/?v=3.2.1 http://amc3m.com/increasing-your-web-conversion http://amc3m.com/increasing-your-web-conversion#comments Tue, 03 Aug 2010 15:47:17 +0000 Tomas Berghall http://amc3m.com/?p=435 I came across an interesting web application that I’m probably going to try out.  This tool greatly improves on-site conversion rates by being able to present content to web site visitors dynamically, based on a certain set of user defined rules, such as keywords, visit frequency, location, referred / visited URL and so on. What this means is that based on what you know about the visitor as a persona, you can present the visitor with more relevant content, which leads to higher conversion. For example, if one of the web sites visited prior to yours was one of your competitors, you would have a different message compared to if the visitor was a frequently returning loyal customer. Not only does this helps in being more targeted in your messaging, it also provides a potential solution for reducing “page sub optimization” (this is when the same one web page is trying to target multiple audiences, by scrolling messages / banners, etc.), and the need for specific landing pages, which are not helping to build your SEO equity on your main site.

]]> http://amc3m.com/increasing-your-web-conversion/feed 0 http://amc3m.com/web-segmentation-by-personas http://amc3m.com/web-segmentation-by-personas#comments Fri, 25 Sep 2009 02:06:33 +0000 Tomas Berghall http://amc3m.com/?p=67 For quite some time I’m been trying to solve a couple of fundamental marketing problems. The first one is how to best segment customers on the B-2-B web site, other than by their product interest,  or the phase of the buying cycle? Anything more than this seems overwhelming, because the complexity of the decision making unit in B-2-B and the fact that the web is used by all kinds of customers / users, with all kind of needs, roles, from different type of organizations. I’ve looked at many types of traditional segmentation models, but these don’t seem to really provide a good answer. I’ve also looked into personas, and yes, there’s a great deal, probably more than enough information about the typical customer, but the personas so far that I’ve been able to create always seem to complex or too shallow and therefor doesn’t really help in how to be more effective in web marketing.

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