Giddy App! Ride Wi-Fi-Equipped Donkeys At A Biblical Theme Park Fast Company
When I bumped into him he asked me how he can take advantage of all the traffic. People focus a lot on how to do viral marketing but few people ask my neighbor’s question. In addition to the standard analysis of new keyword traffic, referrals, etc. I told him to put up an AB test.
A successful viral campaign is an opportunity to get AB test results fast. Just make sure you filter out the irrelevant traffic. Otherwise you may come to the wrong conclusions.
With mobile traffic increasing, many businesses have developed special mobile websites to improve usability and increase conversions. It is important not to have Flash on the mobile website since iPhones make up a significant number of these users and the iPhone can’t read Flash.
Many companies may think that eliminating Flash on their main website is less important since the iPhone visitors can be automatically redirected to the mobile site.
There is only one problem with this scenario: the iPad.
The iPad also doesn’t read Flash but it is not appropriate to redirect it to a mobile site since it has a big screen. If iPad users are becoming a significant number on your website it would be a good idea to replace Flash with a different technology.
Although Baidu is the dominant search engine in China, Google does have significant traffic. How significant depends on the specific keyword.
Many people in China who look for B2B products or services use Google. Customer to Business searches however are dominated by Baidu. If you are searching for an MP3 download, Baidu is where most people search.
Baidu will probably have more expensive ad costs for you but will bring in more traffic. In many cases their entire first page is paid ads so organic search traffic is more challenging.
Most B2B companies should work with both search engines in order to maximize profits.
Even if you always keep your website up to date people are sometimes going to end up on your 404 error page. It could be their fault–maybe they typed in a URL with mistakes. Or it could be because you took down a page inadvertently. There are many reasons why people end up on the 404.
What is important is that you provide them with an easy path back to your site. Replace the default page with something that is user-friendly. Don’t blame them for arriving here. Add links to important pages on your site. There are many creative things you can do to turn the error page into a positive experience and increase your conversion rate.
See the video below to see what others have done.
Improving your 404 error page can increase conversions.
It is a great strategy for your competitors to buy your brand name on Google Adwords. You invested time and money into your brand name and they reap the benefits by showing their ad every time someone searches on your brand name.
Should you stop them? Not necessarily:
If they are the bigger brand it may be smarter to advertise on their name and let them to continue to advertise on your name.
Since they are better known you will get more exposure than they will.
If they are not advertising on your name should you advertise on their brand names?
You have to consider the legal issues. Consider this recent case from Israel, where Dr. Dov Klein won a court case against Google because his competitors in the plastic surgery field had bought Google Adwords using his name.
The case was interesting because the case was outside of the USA. This means that you may be exposed under different laws which apply in different countries. In the USA the courts take a different view. Read this long article to see how a USA court views this issue.
Google Adword Trademark Lawsuit in the USA is different than the one in Israel
And the opposite is true. If you want to stop your competitor from using your brand name it may be worthwhile to start legal proceedings in a different country
Usability studies need to be done frequently on websites to make sure that you are not leaving money on the table. That is why we recommend doing fast and dirty studies rather than big budget infrequent studies.
Unfortunately many of you forget to test email/landing page interfaces. Before you send out email send it to people in the office and let them follow the links and make sure everything works and makes sense.
If Google would have done that they would receive many more conversions with their Israeli Google Engage project.
Landing Page Usability Problem Google Missed
The email stated that the program “just launched in your area”. That gave me confidence to click through.
Google launches Google Engage in Israel
Unfortunately when I reached the landing page it stated that “we can accept US & CA applications only.”
Landing page makes it clear that Google forgot to do a usability test
I think that most Israelis would simple ignore that as I did. In the Israeli culture:
It is a more egalitarian society with less respect for authority—even Google
We realize that people make mistakes and they forgot to update the landing page
There is a “can do” attitude
There is a tendency to test things
However in other societies I am sure many people will see the instructions that the form is just for Americans and Canadians and drop out of the funnel.
So when you do your usability tests on the email/landing page interface don’t forget to test people from different cultures. You will be surprised by the results!
Matt’s message on TED had nothing to do with webspam—his day job at Google. It is a road map on how to improve your life. Since it is difficult to change your behavior it is best to try something for 30 days. Learn more by listening to his lecture:
How Can Matt Cutt’s Message Improve Your Website?
The essence of the message is that to change behavior you should break down change into more steps so it is less intimidating. That way it is more likely that people will start a chain that will culminate in the behavior you want. Let’s say you are selling something:
You might first ask your website visitor to read a sample newsletter
Then you can ask them to sign up for the newsletter
After reading your persuasive newsletter they may then buy your product
If you are using Google Analytics you will see that GA includes the iPod as a mobile device. This may be misleading since behavior on the iPod is much different than on a mobile phone.
You don’t have the problem of a tiny screen. In order to get more meaningful results, I recommend analyzing mobile devises with the iPad taken out.
After you do that the first thing to do is check the conversion rate as compared to the rest of the website. If it is much less then your site may have major usability problems on mobile phones. Before you jump to conclusions check that the same kind of traffic is coming to both mobile and non-mobile devices. If it is not similar that could be the reason for different conversion rates.
Compare mobile bounce rates vs the rest of the site. If there is a big discrepancy you may see that your navigation system doesn’t work on some or all mobile devices. Flash menu systems don’t work on the iPhone.
Make sure you continually moniter the mobile segment as its importance is growing all the time. In light of this the Mobile Marketing Association has formed a committee to establish mobile analytics standards.
All of our clients show faster growth in mobile than almost every other segment.
One last tip: For most of our clients the iPhone and Android are the most popular mobile devices. Check your stats and make sure your Internet marketing people are testing your website using these devices.
Your boss tells you that the company needs a viral video fast. What should you do? There are two easy viral video paths. One is to have a company game the system which is outlined in this post.
Look at the Youtube stats (it is right under the video window) of videos which have more views than you would expect. You can see that many of the views come from India or other countries where you may suspect that someone may be buying views.
I prefer the second option: make a great video and use a company that specializes in this. They will have a head start on getting exposure. The company which did the viral video below has a subscriber module, and a track record that helps.
Youtube shows websites which helped this viral video get exposure.
Not everyone knows all the references in the video. Which makes it a good test for SEO companies interviewing new prospects. Anyone who doesn’t smile and know all the social media sites mentioned in the video would not be suitable for the job.
If you have a smaller budget then you will need to work harder. But that is a subject for another post.
It is safe to say that creating a viral video for companies takes tremendous effort no matter what strategies are taken.