Google Tag Manager: New Google Product Today Google announced a new product to the world: Google Tag Manager. It is an extremely important addition to marketers, as it allows them to add or remove tags used for marketing and measurement without the need to ask from webmasters to change the website code. According to the Google Tag Manager help center: Google Tag Manager allows you to conveniently manage tags (such as tracking and marketing optimization tags) on your site. You can add and update AdWords, Google Analytics, Floodlight and non-Google tags from the Google Tag Manager user interface instead of editing site code. This reduces errors, frees you from having to involve a webmaster, and allows you to quickly deploy tags on your site. Basically, according to Phillip Klien, a tag management system is a solution that controls the deployment of externally hosted JavaScript “page tags”, very similar to what a Content Management System does for content. Which Tags Does Google Tag Manager Support?
4 essential UX rules taught by eye-tracking research Web designers use a lot of tools to make the sites they design the best possible for site visitors; one of the best ways of achieving this is incorporating actual science and research into design to maximize user satisfaction. Eye-tracking research provides designers with a blueprint of sorts to guide them on the priorities with which site visitors generally absorb the information on any given site. Eye-tracking research also tells us a good deal about the way in which site visitors read websites. This information can be used by savvy web designers to tailor-make a site to the average person. So just what does this insightful research tell us about the average site visitor? Draw visitors’ eyes with gripping headlines—not pictures! Contrary to popular belief, it is in fact gripping headlines that catch the attention of site visitors and not eye-popping pictures. So if you’re a designer working for a news site, keep this in mind. Design your site in an F-shaped pattern
Conversion for e-commerce: Two winning tests for a multilingual online florist In this article, we’ll show you how to increase your win rate by doing some diligent research. Plus, we’ll show you the results of two interesting tests. daFlores delivers flowers to over 30 countries. Overview e-commerce sites have a particular challenge when it comes to conversion rate optimization: Implementation can require significant technical resources. Because of this, it’s important that e-commerce marketers change only things that are likely to work. No one can win every test, of course, but you can increase your win rate. This article describes the work we’ve been doing with Latin America’s largest network of florists. daFlores was the first to offer online flower delivery to South America, and now it delivers flowers worldwide. On this page, we reveal how we did it, so you can apply the same techniques to your business. We started—as we always do—with objection collection As you can imagine, daFlores’ visitors had a wide range of objections. 1. The control. 2. How-to guides
Du zoning au mockup, itinéraire d'une maquette web Il n’est pas toujours évident de s’y retrouver dans le vocabulaire, nouveau et souvent anglophone, de la conception web. Nous sommes nombreux (83 % [**]) à avoir déjà vécu une situation d’incompréhension à cause de ce vocabulaire. Les termes « zoning » et « mock-up », en particulier, ont des significations différentes selon les personnes [**] et prêtent au quiproquo, quand ils ne sont pas carrément considérés comme synonymes de « wireframe »… Pour mieux s’y retrouver, commençons par mettre les bons mots sur les choses. sketch / croquis La première chose que l’on fait, c’est de jeter des idées sur papier, sous la forme de croquis.Outils : papier et crayons, Sneakpeekit, InterfaceSketch Le sketch est trop peu utilisé : vous êtes seulement 16 % à crayonner régulièrement et près de 50 % [**] à ne jamais faire de croquis ! Conception ergonomique zoning Le zoning, comme son nom l’indique, sert à identifier les principales zones. wireframe / maquette filaire prototype Habillage graphique
How we doubled the sales of a web app PhotoShelter is a web app that lets photographers easily create highly effective websites, allowing them to sell, market, and store their photography online. By applying our CRE Methodology™ to PhotoShelter’s website, we have helped it to double its annual sales. This is money that will continue to accrue every year. How we got those improvements When we started working with PhotoShelter, the company was already well beyond the stage of obtaining product/market fit; it was a successful business operating in a market that was relatively mature (at least in web terms) and competitive. (Side note: If your company, product, service, web app, or whatever is still in its embryonic stages, we highly recommend you read these resources from four very intelligent guys: this article by Paul Buchheit, who created Gmail; this one by venture capitalist Paul Graham; this slide deck by Dave McClure; and these videos by retired entrepreneur Steve Blank.) We have run many projects with PhotoShelter. 1. 2.
Pourquoi leboncoin.fr est-il le premier site de ecommerce français ? Il faut le voir pour le croire. Le 1er site de ecommerce en France (selon les chiffres de Médiamétrie) en mars 2013 est Leboncoin.fr avec 17 millions de visiteurs uniques en un mois, ce qui le place à la 11ème position des sites les plus visités en France. Loin devant La Redoute ou Amazon (enfin, pas trop loin, quand même). La preuve que c’est pas parce qu’on fait un site design tout plein de fonctionnalités qu’on arrive à vendre plus et mieux que les autres. Alors faut-il copier Leboncoin ou s’en inspirer ? Une offre pléthorique Leboncoin, c’est en permanence des centaines de milliers d’offres publiées non pas par des chefs de groupe ou des chefs de rayons, mais par des particuliers. Une interface simple d’usage Sur Leboncoin, pas besoin de vous inscrire (oui, vous avez bien lu) pour publier une offre. Un service gratuit (mais pas que…) Leboncoin. est entièrement gratuit et ce n’est pas Google, ni Facebook, qui renieraient un tel choix stratégique.
11 Ways to Optimize Thank You Pages Post-conversion Thank You pages present a great opportunity for further conversion — not just for another sale, but also microconversions. Here are ten-plus-one ways to squeeze the most of your confirmation pages and email. Create an account Offering guest checkout with option to create an account after successful conversion is a win-win, but don’t forget to romance why the customer should bother creating one. Action Envelope makes this a simple 3-field process, but the call-to-action does compete with several other page elements. Image credit: PitStop Media Keep shopping Are you thinking “why would someone who just finished shopping want to start again?” Sometimes cross-selling and upselling is ignored or worse — causes abandonment — during the buying process, so post-purchase merchandising gives you a second chance to get the buyer’s attention. Suggest, suggest, suggest Image credit: SearchEngineLand via @SandraNiehaus <-- follow her! Let’s make a deal Image credit: Listrak Smart cross-sell
Why Is Facebook Blue? The Science Behind Colors In Marketing Editor's Note: This is one of the most-read leadership articles of 2013. Click here to see the full list. Why is Facebook blue? According to The New Yorker, the reason is simple. It’s because Mark Zuckerberg is red-green color blind; blue is the color Mark can see the best. Not highly scientific, right? So how do colors really affect us, and what is the science of colors in marketing, really? First: Can you recognize the online brands just based on color? Before we dive into the research, here are some awesome experiments that show you how powerful color alone really is. Example 1 (easy): Example 2 (easy): Example 3 (medium): Example 4 (hard): These awesome examples from YouTube designer Marc Hemeon, I think, show the real power of color more than any study could. How many were you able to guess? Which colors trigger which feeling for us? Being completely conscious about what color triggers us to think in which way isn’t always obvious. Black: Green: Blue: So how did that experiment turn out?
Do I Really Need a Call to Action at the End of My Content? Guest post by Jeff Herring Q: Do I need a Call to Action at the end of my article content? A: I must admit, I was a little surprised by this question. In the book “Made to Stick” authors Chip and Dan Heath talk about the “curse of knowledge” – thinking that just because you know something means every one else knows it too. So this question was another gentle reminder to always carry somewhere within you a “beginner’s mind” so you can make the most difference with your students. On to the answer So the answer is absolutely yes, you always want to have a call to action at the end of your article content. 1) Even if you are creating content and/or articles just to see your name in print, you are doing your readers a disservice by not showing them a way to get more from you. 2) If one of the goals of your content creation is to create traffic, then of course you want a call to action. 3) If one of the goals of your content creation is to build a list, then of course you want a call to action.