March 2008
Oneupweb is Hiring.
Due to remarkable growth over the past year, we have added a number of positions that we are looking to fill with talented, creative individuals. Open positions include: SEO Project Manager; PPC Project Manager; Software Developer; Web Developer; and Web Designer. Please check them out and share with your friends.
Blog-of-the-Month Awarded… No, No, No.
She may have cleaned up at the Grammys, but when it comes to online marketing, Amy Winehouse has nothing on Teal—our blog-of-the-month winner for February. Find out what she had to say about the Grammys in her post: Who Won/Sang/Wore What? Grammy Fashion, Winners & Other Questions Answered Online. Check out other entertaining blog posts on everything online marketing at StraightUpSearch.com.
The LowDown
Every month we’ll poll our readers on questions related to online marketing. And we’ll feature the results right here, in our new special section, The LowDown. So let’s get started.
Online marketing is evolving quickly—and adapting is becoming a marketer’s biggest challenge. Which single online marketing strategy/tool are you most reluctant to incorporate into your marketing plan?
Online marketing is evolving quickly—and adapting is becoming a marketer’s biggest challenge. Which single online marketing strategy/tool are you most reluctant to incorporate into your marketing plan?
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OneUp Low-Down™ archive.
OneUp Low-Down™ archive.
New Paid Search Paper Shows Marketers How to “Follow the Money.”
Paid (PPC) search marketing produces results, and Oneupweb tells you why in their new paper, Paid Search: Follow the Money. Learn how integrating paid search into your marketing plans can improve lead generation, increase conversion rates and improve your bottom line. Download this free paper today. Paid Search Survival Guide Now Available.
The potential rewards of an effective pay per click advertising program are immense. Learn the terminology, discover the facts and watch your bottom line grow. Download Oneupweb’s new Paid Search Survival Guide today. While you’re at it, check out our other informative survival guides on Eye Tracking, Online Usability, Blogging, Social Media Marketing and Search Engine Optimization.Oneupweb Launches New Social Media Marketing Blog.
Oneupweb’s new StraightUpSocial™ blog addresses topics pertaining to the social sphere of online marketing. It’s straight forward, sociable and offers our take from the trenches—what’s hot, what’s not, who’s doing what, where and why. Check it out by visiting StraightUpSocial.com.Authors Address Audience Comments in
StraightUpSearch Podcasts.
StraightUpSearch Podcasts.
From Google video ads to fashion at the Grammys, our unscripted, unrehearsed podcast series discusses a range of topics and why they’re important to online marketers everywhere. Become a regular and listen often, as we may be discussing the comments you made at our blog, StraightUpSearch.com.$100 Discount on Internet Retailer 2008 Registration.
Oneupweb is pleased to provide you with an exclusive $100 discount off the current registration fee for the Internet Retailer 2008 Conference & Exhibition, held at Chicago's McCormick Place West convention center on June 9-12. Click here to access the special online Exhibitor Client Discount Registration Form and enter where requested our unique Exhibitor Client code: EC8303. Complete and submit the online registration form and your registration confirmation at the discounted price will be emailed to you immediately. Plus, if you take advantage of this discount offer and stop by our booth, 912, at Internet Retailer 2008, we’ll give you a $25 MasterCard Gift Card on the spot as a special bonus. Find out more by visiting IRCE.com.OneUp Stats.
It’s another new feature from Oneupweb. Every month we’ll share a chart or graph related to online marketing. This month, we’ve chosen to highlight US Media Spending Growth.
Track Their Eyes, Win the Prize
Nothing can be more frustrating for a company who invests in a search marketing campaign, than to increase traffic only to see few meaningful conversions. But it happens every day. When they arrive at the company website, visitors are not finding what they want, or if they do, they’re confused about how to buy or access it. They simply leave and go elsewhere.
The first remedy most companies consider is a site redesign. An online marketing consultant will probably suggest delaying that process until the current site’s usability problems are more methodically analyzed. They may recommend a rigorous process including: website layout and content, organization, navigation, ease of use and more, to see what a new design should be addressing.
But this kind of usability analysis goes just so far. And new designs don’t always perform as hoped. The reason: visitors are not seeing the design changes or focusing on the most important parts of the website. Their eyes are scanning elsewhere, then they leave the site when their visual search goes unfulfilled.
Eye Tracking Removes the Guesswork
To close the gap between educated guessing and hard data, Oneupweb has added Eye Tracking services to our portfolio. And we started looking at our own online marketing efforts, testing not only our web pages, but advertising, video and email content as well. The results have been illuminating.
With a relatively small but well-targeted sampling, the Eye Tracking technology generates aggregate data and heat maps showing the areas on the page where visitors’ eyes are gravitating (eye gaze) and those areas they’re ignoring. We can also see their scanning behavior—where and how they move from place to place on the page. If they click on any part of the site, we can see where and when.
Here’s a hypothetical example. Say your company distributes auto parts for certain makes and models. Someone searching for Chevy water pumps is directed to your site. Your logo is at the top left of the page, site navigation is in small type down the left column. In the middle of the page you have a listing of this month’s specials with appropriate photography and down the right side you list all the manufacturer models you carry.
An Eye Tracking heat map might show that visitors started at the top left, glanced at the specials and then scrolled down the middle of the page, missing the makes and models you carry. With many other sources to consider, they may have abandoned your site when they don’t quickly scan their desired make and model.
The results can differ greatly based on the market demographics, design elements, copy treatments and outside stimuli. Eye Tracking can measure the impact of each, giving the marketer an accurate picture of what is actually happening when a potential customer reaches their site. The company can then prioritize their content and optimally position what is most important to their visitors. Then they can test to see which variations of this design work most effectively.
Before you consider a site redesign, or basic usability analysis, see your site through the eyes of your visitor. It’ll tell you a lot about where you need to be focusing your attention to attract theirs. Find out more, and put Eye Tracking to work for you, with our Eye Tracking Survival Guide.
The first remedy most companies consider is a site redesign. An online marketing consultant will probably suggest delaying that process until the current site’s usability problems are more methodically analyzed. They may recommend a rigorous process including: website layout and content, organization, navigation, ease of use and more, to see what a new design should be addressing.
But this kind of usability analysis goes just so far. And new designs don’t always perform as hoped. The reason: visitors are not seeing the design changes or focusing on the most important parts of the website. Their eyes are scanning elsewhere, then they leave the site when their visual search goes unfulfilled.
Eye Tracking Removes the Guesswork
To close the gap between educated guessing and hard data, Oneupweb has added Eye Tracking services to our portfolio. And we started looking at our own online marketing efforts, testing not only our web pages, but advertising, video and email content as well. The results have been illuminating.
With a relatively small but well-targeted sampling, the Eye Tracking technology generates aggregate data and heat maps showing the areas on the page where visitors’ eyes are gravitating (eye gaze) and those areas they’re ignoring. We can also see their scanning behavior—where and how they move from place to place on the page. If they click on any part of the site, we can see where and when.
Here’s a hypothetical example. Say your company distributes auto parts for certain makes and models. Someone searching for Chevy water pumps is directed to your site. Your logo is at the top left of the page, site navigation is in small type down the left column. In the middle of the page you have a listing of this month’s specials with appropriate photography and down the right side you list all the manufacturer models you carry.
An Eye Tracking heat map might show that visitors started at the top left, glanced at the specials and then scrolled down the middle of the page, missing the makes and models you carry. With many other sources to consider, they may have abandoned your site when they don’t quickly scan their desired make and model.
The results can differ greatly based on the market demographics, design elements, copy treatments and outside stimuli. Eye Tracking can measure the impact of each, giving the marketer an accurate picture of what is actually happening when a potential customer reaches their site. The company can then prioritize their content and optimally position what is most important to their visitors. Then they can test to see which variations of this design work most effectively.
Before you consider a site redesign, or basic usability analysis, see your site through the eyes of your visitor. It’ll tell you a lot about where you need to be focusing your attention to attract theirs. Find out more, and put Eye Tracking to work for you, with our Eye Tracking Survival Guide.
As an internationally recognized thought leader in integrated online marketing, Oneupweb authors and maintains an extensive library of original white papers, articles and research. Visit our newsletter archive to access these and previous issues of OneUp Low-Down. For questions about our services or other resources available at Oneupweb, call us toll free at 877-568-7477 or email info@oneupweb.com. We look forward to hearing from you.
