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Digital Summit Phoenix

02/04/2015 - 02/05/2015 Acottsdale AZ

Mobile World Congress

03/02/2015 - 03/05/2015 Barcelona .

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03/13/2015 - 03/21/2015 Austin TX

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03/16/2015 - 03/19/2015 Kissimmee FL

Agenda 15

03/30/2015 - 04/01/2015 Amelia Island FL

5 Tips For A Successful Conversion Rate Optimization Program

Marketing Land

If your business is struggling to compete online, it might have less to do with your competitive landscape than with your conversion optimization program.

The simple fact is that many companies can — and do — impede their website optimization efforts by having information silos, territorial teams, groups with tactical mindsets, aversion to change, and an unproductive focus on vanity metrics.

All of the above derail progress even before you factor in other companies who may have better or more mature conversion practices than your own.

Sound familiar? Here are five tips for tackling these internal conversion killers.

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IDG Calls On ‘Hero’ Display Ad Units To Save The Banner

Adexchanger

In the two months since tech publisher IDG finished a major redesign of its PCWorld, Macworld and TechHivesites, the company is ready to expand the centerpiece of that effort: the “Homepage Hero” box.

The box is intended to serve as a front door for each site, displaying a large slot called the “Content Hero,” where editors display the biggest stories for each day, with one section saved for sponsorships sold by the IDG Consumer & SMB division, which operates the sites. The Hero units seems like yet another bid by a publisher to “go beyond” the 728×90 banner ad to attract lucrative brand awareness dollars. But IDG Consumer & SMB CRO Brian Gleason is quick to tell AdExchanger that while the redesign does reduce the number of ad units on a page in favor of the larger, higher priced Hero unit, the format is ultimately being used to complement regular ad spots, not replace them.

“There’s certainly a place for a banner, even today,” Gleason said. “There’s just not a place for nine units on a page. Otherwise, it starts to look like Nascar – a logo placed everywhere. That’s part of the reason we did this — there’s more breathing room for both consumers and advertisers.” Within the past few weeks Microsoft, Intel, Samsung, Brother and TrendMicro have tried out the Hero units, which IDG has claimed to have yielded average click rates of between 2 and 4%

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