Kupferman.com

Should You Use Navigation on Landing Pages? A Data-Driven Consideration

Fahad Muhammed has written an interesting research driven exploration of whether or not it has a negative impact on your landing page conversions if you include your site’s regular navigation on the page. He provides results of four different tests which appear to prove that your primary conversion goal will be compromised if you make…

How to Use Content Grouping In Google Analytics

We use Content Groups on the Six Flags Google Analytics account for tracking both our store pages and our ride pages across parks. At Six Flags, each park’s website is a subdirectory off of the main sixflags.com domain. The pages for each park fall within a similar structure within each subdirectory. For example: sixflags.com/overtexas/store/season-passes sixflags.com/fiestatexas/store/season-passes…

Content Gating: When, Whether, and How to Put Your Content Behind an Email/Form Capture – Whiteboard Friday

This is a great analysis by Rand Fishkin at Moz.com exploring whether it makes sense to “gate” content behind a form. As he points out, content gating works great when you are looking to generate leads and better understand who is viewing your content — but it does reduce the number of people who will…

Make Way For Millenials

Late last year I was interviewed by IAAPA’s Funworld Magazine for an article about Millenials by Prasana William. The article is available online here! The article focuses on what makes Millenials different from other generations and more particularly how it impacts their interest and visitation of theme parks. Read the full article at www.iaapa.org

Email Marketing Chart: How to improve deliverability (MarketingSherpa)

MarketingSherpa offers a chart from their 2013 Email Benchmark reports which shows the top tactics email marketers are using to improve deliverability. At the top of the list is “Provide an easy unsubscribe process” followed by “measure and remove hard bouncers” and “clean list regularly.” The list coincides with my own experience, although I have…

8 Psychological Triggers to Optimize Your Pricing Page

Thoughtful post that examines several tactics you can use in your online positioning to drive more conversions. Since emotions and psychological triggers influence purchasing behavior, and since consumers depend on products and services to fulfill emotional needs in their lives, pricing pages should meet those needs. The way things are presented to people affects their…