Mark Simpson's Blog

Testing the content on your website is one of the most significant opportunities to drive more conversions.

Landing pages, product pages and pages in the funnel that don’t convert well can be improved for profit.

Combining content optimisation with web analytics allows online marketers to take optimisation to the next level by creating solutions that will improve online performance.

Whether you are a new entrant to e-tail or an old hand with large sales volumes, the right content optimisation strategy is vital in order to effectively leverage multivariate testing tools within your organisation.

When Hitwise published its Hot Shops List of the Top 50 Online Retailers in the UK, I leaned back from my screen and thought what does it all mean?

Strip out travel, IT and services, and you see how online performance still doesn’t correlate with organisation size, market share and buying power.

Online marketers have long been focused on acquisition and traffic metrics. The key to staying ahead lies in the deployment of more sophisticated tools and techniques to boost income from landed traffic.

With two US competitors to our multivariate testing solution being acquired, the shape of this market has changed considerably.

Organisations from outside our space are taking a keen interest in optimisation and seeing us as a complementary value added solution.

In marketing technology, it’s important not to get carried away by your own spin. Behavioural targeting sounds quite complex, but the idea and the source of the uplift is really quite simple and it happens in the real world every day.

Picture your favourite restaurant. If you’re lucky enough to have a switched-on wine waiter, he will remember the wines you’ve enjoyed in the past and intelligently suggest new vintages as they come onto his list.

Best practice was a great safety net for marketers when campaigns cost tens of thousands of pounds to execute due to physical print, production and distribution costs.

If sales plummeted, the marketer in question could point to a text book or previous campaign performance and the directors would settle back down again.

Behavioural targeting will give the best returns when a wide variety of on and off-site factors are pulled into the equation.

The technology can give great results with site content and isn't just something you should be asking your ad network about.