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Enterprise level conversion optimization

Large Company Optimization from the Trenches

When it comes to a successful post-click marketing program, conversion optimization is key. Here Seth Berman, director of marketing for Blue Shield California, points out seven characteristics of highly effective conversion marketers with high-ROI post-click programs. Recently I was a panelist at Conversion Conference West in San Francisco. The panel, entitled Large Company Optimization from [...]

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intersection of marketing and strategy

All Conversions Are Not Created Equal: 3 Steps to Optimize on Value

In the exploding space of “online2offline” commerce1, post-click marketing takes on special significance, and increased complexity, as compared to conversion in a strictly ecommerce environment. In this O2O world, a conversion can take many possible forms including phone calls, registrations, lead form submits, whitepaper downloads, local merchant purchases and, of course, online sales. Here are [...]

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