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Conversion Rate Optimization Advice

Peter · August 5, 2020 · Leave a Comment

So, You Want To Sell More On The Internet. Here Is Your Conversion Rate Optimization Advice Class.

According to The Good, a conversion rate optimization (CRO) consultancy… 98% of your website visitors will not buy from you today. Hear The Good’s president Jon MacDonald tell you how to fix this serious problem. This is the man you want to listen to for conversion rate optimization advice. By the way, take a look at the image about increasing conversions (that’s ‘sales’ folks) taken from The Good’s website. Y’all want some of that?

The Good are masters at conversion rate optimization. Need a definition of conversion rate optimization? Here you go: conversion rate optimization (CRO) is a system for increasing the percentage of visitors to a website that convert into customers.

Jon talks about the problems facing Internet retailers and his company’s solutions. He also gets into what’s up with Shopify, the major Internet retail platform.

You will leave almost as smart as Jeff Bezos. But, no space travel, yet.

Want Some Specific Conversion Rate Optimization Advice?

One of the fails that Jon points to with some crystal clarity is the issue of why people bailout in the first place – like real fast. He discusses fails that are rooted in shipping and handling costs and the use of that discount code box. I for one always get a bit perplexed by the ask for a coupon or discount code. Like, I rarely, if ever have, the discount code and the box makes me leave the shopping cart to go find one and then go, who cares. Nuts.

Here is a bit more on that discount subject from The Good’s website.

Discounting leads customers to think that you’re a discount brand. Instead of being known for quality products or outstanding service, customers associate your company with the lowest price. You become the ecommerce version of Dollar General, attracting those searching for bargains. When a customer receives a discount on their first purchase, you can be pretty confident that they’re going to try to get the same discount with every subsequent purchase.

Do you really want to join other discount brands in a race to the bottom? Probably not.

OK, go shopping!!!

Jon on LinkedIn.

The Good.

Shopify.

Go ahead and convert… subscribe to Advertising Stories.

A nice thing for me… Feedspot has recognized Advertising Stories as being a top 15 advertising podcast.

Life After Advertising Podcast Series

Peter · August 3, 2020 · Leave a Comment

I’ve Written About Life After Advertising Before.

I am going to accelerate my discussion about the idea that there can be a wonderful life after advertising. I will cover lots of options over the next few months because I am seeing people leave the communications marketing industry for a bunch of reasons. Many people have planned to leave, many have had it foisted on them due to the pandemic, some are leaving advertising companies to go freelance and some are simply selling their agencies. Oh, yeah, some just need some NEW!

Today I (well my artificial assistant Sara) is offering some food for thought. Here are five resources that you can use to get your ball rolling as you exit the agency world.

Head over to How to Create a Million-Dollar Business This Weekend to read how Tim Ferris and Noah Kagan think that you can start a million-dollar business. LOL, yes this weekend.

From Noah: “For some reason, people love to make excuses about why they haven’t created their dream business or even gotten started.

This is the “wantrepreneur” epidemic, where people prevent themselves from ever actually doing the side-project they always talk about over beers.

The truth of the matter is that you don’t have to spend a lot of time building the foundation for a successful business. In most cases, it shouldn’t take you more than a couple days.

Think I’m joking?

We made the original product for Gambit in a weekend.

“WTF?!” Yes, a weekend.

In just 48 hours, some friends and I created a simple product that grew to a $1,000,000+ business within a year.”

Want to run a “passive income” business? No this does not really mean just sitting back and watching the moolah roll in. This does require work. But, it may be less workaholic than writing 87 Instagram posts per week. Pat Flynn is the passive income master who can get you started and rocking. Go to his Smart Passive Income blog for years of how to. he also writes extensively about the tools that you might use – like how to build and run a podcast.

I love this one. Great daydreaming or just do it. I was just turned on to this list by a dude that lives in Ho Chi Minh City and runs a global online marketing company. Want a comprehensive list of online businesses that you can buy? The well-named Empire Flippers has that list. I’m going to help you cut to the chase. Here is an interview that Passive Income’s Pat Flynn did with Empire Flippers’ CEO.

Don’t want to start a new business? Maybe you’d rather get out on the road? Head out to Overland to hear about building a long-distance van life – anyone can do this. Sure beats being on your mom’s kitchen table Zoom calls. And, if you want to see some real-life people that are making a living traveling in their van, check out Kara and Nate’s We Bought A Van on YouTube (they will show you a great lifestyle pivot). Back to your new van… Here is the Overland site.

OK, one more. Last week I interviewed Michaela Alexis about her move from advertising agency life to becoming a leader in LinkedIn training. Head over here… How Michaela Alexis Rocks LinkedIn Learning.

Upcoming Advertising Stories episodes will cover African-American advertising and agency ownership (an the poor level of diversity in the industry); eCommerce conversion rate optimization and how to go from ad person to client-side. All of these topics will be interviews with experts.

Use the handy links on this page to subscribe.

A nice thing for me… Feedspot has recognized Advertising Stories as being a top 15 advertising podcast.

How To Grow A Podcast

Peter · July 27, 2020 · Leave a Comment

The How To Grow A Podcast Podcast – Growin Ain’t Easy Folks

OK, so you are contemplating launching a podcast or already have one.

OK, your friend has a new one. Ok, the advertising agency down the street has a new podcast.

OK, I have 21 as of late May.

Cool. Now what? As in there are so many freakin podcasts, and growing daily (Apple had a record new podcasts added in June), that one has to wonder how to grow a podcast. Hmm, lots of people talking about this online. But, I wanted to cut to the chase by going to a podcasting and podcast marketing expert for her opinion. Here is the podcast plus the added energy of an edited portion of my podcast interview with Priscilla McKinney of Little Bird Marketing. My suggestions… listen and then read for emphasis.

I know you want the bottom line. I’ll give you a quickie to set this up. The answer to how to grow a podcast is that being a smart podcast publisher is so much more than just doing the podcast. Here you go…

An Expert Interview With Priscilla McKinney Of Little Bird Marketing – The Pace and Process Gems

Peter Levitan:

Priscilla, how did you grow Ponderings From The Perch – your popular podcast?

Priscilla McKinney:

Well, in my years of experience as a podcaster, I would offer this advice to anyone. First of all, if you’re going to start a podcast, really know your audience. Like you need to ask some questions of people that you think might listen and then pander to the audience, do what they want. But the biggest thing for me no matter what it is you do is pace yourself. Because it’s not as simple as you think it is. It does take longer to get to market. It can create stress if you’re saying, “Oh, I’m going to do this every week. Some people do it every day…” It took us a long time to get where we are. We went from once a month, to two a month and kept building things up from there. So I do think pace is really important.

A big part of your strategy is also being effective at search engine optimization because as you keep adding podcasts to your we [Read more…] about How To Grow A Podcast

Adweek Editor On Google Advertising

Peter · July 21, 2020 · Leave a Comment

Adweek’s Cathy Taylor 2006 Take On The Future Of Google Advertising & Its Move Into Print, TV, and Radio.

She was right.

Cathy talks about the digital ad world and Google advertising planning as it was in 2006. Do you think that you know where Google came from? Think again.

Cathy has been a writer on the ad world for, get this: Adweek, Advertising Age, Media Post, The Conference Board, and The Mobile Marketing Association and now… WARC.

SHOW NOTES

Cathy Taylor on LinkedIn

Cathy WARC Articles