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…
Author: Mark Kupferman
Analytics
How to Use Content Grouping In Google Analytics
by Mark Kupferman • • 0 Comments
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…
Marketing
Content Gating: When, Whether, and How to Put Your Content Behind an Email/Form Capture – Whiteboard Friday
by Mark Kupferman • • 0 Comments
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…
design, email, newsletters, Uncategorized
The Psychology Behind a Perfectly Formatted Email Newsletter
by Mark Kupferman • • 0 Comments
This is an interesting article about the importance of properly formatting a newsletter to drive cloth through a and engagement. Newbies in the digital marketing space are usually surprised when I tell them this: Email marketing is the most effective form of marketing available today .… http://ift.tt/2fQ9NKm
Web Design/UX
Your World Is Full of Placebo Buttons
by Mark Kupferman • • 0 Comments
Interesting article about elevator close buttons, office thermostats and walk signal buttons. Apparently many of them (most of them?) don’t do anything at all except make the user feel like they have a certain amount of control.http://ift.tt/2eiCgXQ
Uncategorized
A Gigantic List of Psychological Pricing Strategies
by Mark Kupferman • • 0 Comments
A Gigantic List of Psychological Pricing Strategies Welcome to a huge list of psychological pricing strategies. Psychological pricing is a strategy that uses psychology to optimize a price. The techniques are… November 13, 2016 at 09:10PM via Instapaper http://ift.tt/1zNkAsS
Theme Parks
Make Way For Millenials
by Mark Kupferman • • 0 Comments
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
Email Marketing Chart: How to improve deliverability (MarketingSherpa)
by Mark Kupferman • • 0 Comments
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…
Analytics
Attribution and Google Analytics
by Mark Kupferman • • 0 Comments
Jonathan Weber at Lunametrics explains in detail how Google Analytics determines the source of your site visitors. He delves into the different information Google will use to try to put your visitors into each category, and explains what happens if it can’t find any of that information. Read the full article at www.lunametrics.com
Email Marketing
Measuring the Success of Your Email Campaigns Webinar
by Mark Kupferman • • 0 Comments
Litmus has published the slides, recording and Q&A with Dotmailer’s Skip Fidura describing to most effectively track and measure the success of your email campaigns. The Q&A section offers some interesting pointers about what is relevant and can safely be ignored. It isn’t particularly advanced, but I found it to be interesting. It will be…
Analytics
Smart Marketing: Using Online Analytics to Understand Guests
by Mark Kupferman • • 0 Comments
On November 18 Jeff Prystako of WDD (We Do Digital) and I presented “Smart Marketing: Using Online Analytics to Understand Your Guest” at the International Association of Amusement Parks annual Attractions Expo in Orlando, Florida. We covered a variety of topics ranging from the overall value of analytics to various ways you could maximize your…
Ecommerce
8 Psychological Triggers to Optimize Your Pricing Page
by Mark Kupferman • • 0 Comments
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…
Analytics
Guide to Cross device tracking with User Id in Google Analytics
by Mark Kupferman • • 0 Comments
Great guide to cleaning up your Google Analytics profile when people visit your site from multiple devices. This article walks you through the admittedly technical process of setting up your Google Analytics so that you can track your web visitors from one device to the next. While the benefit of doing this are fairly obvious…
Ecommerce
6 Common Checkout Mistakes No One Should Make
by Mark Kupferman • • 0 Comments
KISSmetrics provides a list of six common mistakes people make when they create checkout processes. For the most part I agree. Every field you make the shopper fill out increases the potential for human error. Errors mean frustration. Frustration means abandonment. KISSmetrics provides a list of six common mistakes people make when they create checkout…
Analytics
Track Content With Enhanced Ecommerce – Simo Ahava’s blog
by Mark Kupferman • • 0 Comments
Simo Ahava writes fantastic articles about implementing Google Tag Manager and Google Analytics. They are very detailed and include numerous images. In this article he explains how to implement Enhanced Ecommerce in Google Analytics. In this article, I’ll walk you through the steps I went to implement the solution, along with examples of the data…
Marketing Research
Do-It-Yourself Online Research for Entertainment Venues
by Mark Kupferman • • 0 Comments
Last month I gave a presentation/seminar at the 2013 International Association of Amusement Parks and Attractions entitled, “Analytics in Action: Do-It-Yourself Online Research for Entertainment Venues.” Details about the seminar, as well as the slides/presentation, are available for download.
Social Media
Facebook’s Edgerank Changes Problematic for Brands
by Mark Kupferman • • 0 Comments
Where does anyone get the idea that building a #facebook fan base (or any social media fan base) is free? #companies have spent a lot of money to get their customers to “Like” their pages on Facebook because they had been led to believe that Facebook was a good way to keep in touch with…
Marketing
Online Marketing Mix for Small Businesses
by Mark Kupferman • • 1 Comment
A general look at how business should prioritize your website, blog, email marketing, social media and online advertising program.
Miscellaneous
How To Apply For a Writing Job You Really Want
by Mark Kupferman • • 1 Comment
I’ve received about 150 applications for a couple of writing positions I’m hoping to quickly fill. Reviewing so many resumes at once does give you some perspective into what applicant strategies seem more effective than others — albeit based only on the responses I’m having to the applications I’m reviewing.