Search engine marketing campaign mistakes

Here is an interesting video about how to avoid some frequently SEM campaign mistakes. He is focusing on:
- poor training on SEM;
- your SEO viability;
- ROI strategy;
- choosing wrong keywords;
- half-hearted effort;
- link bait;
- social networks;
- limited content;
- ranking analysis;
- stuffing;
- holistic thinking;
- industry trends.

Hierarchy of Optimization with Bryan Eisenberg

(3:39)

In this short and incomplete video, Bryan Eisenberg presents the levels of website optimization: functional level, accesible level, usable level, intuitive level and persuasive level. Which on of these is the most impactful and most difficult cu improve? At what level we should build confidence? A presentation full of web usability concepts.
Related posts: Website optimizer, what should I test?
Optimizing ecommerce product images with Bryan Eisenberg (a post regarding the persuavive level)
SEO pyramid: levels of a SEO approach

Web 2.0 Analytics: How to Measure Social Media? with Jim Sterne

by SESConferenceExpo (2:16)

What are the main indicators in web 2.0 analytics? This is a great video with Jim Sterne who talks about 4 indicators: behavior on my website, business outcomes, attitude in my website and attitude in the blogosphere. What are the questions to ask regarding my website impact? How to measure the social media impact?
How should be a website using the statements of Steve Krug (Don't make me think! a book about human computer interaction and web usability) and Bryan Eisenberg, John Quarto-vonTivadar, Lisa T. Davis (Always be testing a guide to Google Web Optimizer) ? Enjoy this video!

Web analytics and web usability: current trends- Matt Bailey

(6:47)

Here is a short and interesting video about web analytics and web usability. Matt Bailey (at Small Business Marketing Unleashed in Texas) answers to questions about the most important web analytics indicators and about current trends in web analytics. To invest more in a good web analytics programme or in a web analyst? How important is to segment the information? Enjoy!

The 'Mom Test' for Website Usability Testing with Matt Bailey

by webmarketingtoday (5:16)

A few words about the MOM TEST and how to use it to improve our website.

Website Optimizer, What Should I Test?

by Google (1:03:13)

This video is a great introduction to Google Website Optimizer and to testing best practices. How to choose the design of a landing page that converts better? What means to test, to optimize my web pages? How to optimize my content to increase the effectiveness of your web site? What is the relationship between Google Adwords, Google Analytics and Google Website Optimizer? Experimentation ideas that could be used to improve a website (independent variables): copy, testimonials, coupons, color, fonts, sizes, layout, form fields, headline, images, call to action. What are the best practices in web marketing experimentation? What are the main groups of buyers? How they buy? How could I improve my website for these different groups of buyers?
Levels of pyramid optimization (0:35:53):

• functional
• accesible
• usable
• intuitive
• persuasive

Formulas for better results (0:38:18):

• product images tell a story
• test your headlines and copy
• forms and pint of action
• calls to action - get them to click
• don't make them wait

3 ways to test headlines (0:43:23):

• test fractions or percentages to prove your claim
• test asking questions in the headline
• test self-focused (we) versus costumer-focused text (you)

Words really do matter: 12 great ideas to test your text (0:45:14):

• test the offer itself
• test long vs. short and formating (bullets vs. block text)
• text long vs. short sentences and paragraphs
• text punctuation - do dashes work better than comas or ellipses
• test ordering the copy with charts or copy with pix or block copy with bullets. Which comes first?
• test placement of copy on the page

Optimizing forms with point of action (0:47:12).
Add to cart buttons and more: 8 variables, including (0:48:58): wording, shape, size, style, icon, color, location, legibility.
Read more ideas to improve your website effectiveness (64 tips) using Google Website Optimizer.
Related posts: Creative ideas for landing pages with Scott Brinker
Landing page: How to create a customer oriented landing page?