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July 9, 2007No Comments

ON: Tracking Consumers Behavior For The Best Site Optmization

When I start thinking about how to tell a relevant brand story that a consumer will repeat, I begin with preparing our clients for the fact that in this brave new world, the idea is a hypothesis and the consumers behavior will prove or disprove with data. 

I sincerely believe in benchmarks on creative. (not many creatives do - but we are in the business of marketing to move product off the shelves - so why wouldn't you be?) When I look back at past projects I use the analytics and learnings as fuel for my creative fire.  I have used many methods and tracking services in the past.

Particularity with flash, after I layout my site in a Temporal Spec., I identify all the actionable consumer feedback loops and data points.  Recently I stumbled on to Crazy Egg.

Heatmap
Heatmap_tn

There are many heat mapping applications out there, CrazyEgg's has the best interface. A simple way to view your results and see what happened. Heatmaps are easy to understand and will provide you with instant actionable information.

Confetti
Confetti_tn

The newest feature that has been added to Crazy Egg is called Confetti. Confetti allows you to look at your site from a very informative point of view.Confetti is my favorite view. It allows you to interact with a rich flash visualization of all of your clicks. Color and filter clicks based on Top 15 Referrers, Search Terms, Operating System, Browser, etc... you can also Isolate the data you want to compare and hide the rest. All without having to reload a thing.

Overlay
Overlay_tn

With the Overlay you can learn more about the clicks on each element of your page. The overlay visualization helps you drill down to each element of your page

List
List_tn

This is a very typical service but the way that is organized is what makes it special.  You get a summary of your click data in a single view. The list view allows you to drill down to the statistics for each element on your web page. You can also export the information into CSV format.

One of the best uses for Crazy Egg, is to find out how many clicks you’ve had on a certain image or link, if you associate that with content you can gauge which content is more interesting to your viewers.  I am sure that there are flaws in the product that I have yet to find, but Crazy Egg has been one of the best web tracking services I’ve used. Crazy Egg offers a lot of great tools that can improve your site and it’s a good choice for anyone doing web work who wants to prove the worth of their creative.

ON: Tracking Consumers Behavior For The Best Site Optmization via @jpenabickley

July 9, 2007No Comments

ON: Tracking Consumers Behavior For The Best Site Optmization

When I start thinking about how to tell a relevant brand story that a consumer will repeat, I begin with preparing our clients for the fact that in this brave new world, the idea is a hypothesis and the consumers behavior will prove or disprove with data. 

I sincerely believe in benchmarks on creative. (not many creatives do - but we are in the business of marketing to move product off the shelves - so why wouldn't you be?) When I look back at past projects I use the analytics and learnings as fuel for my creative fire.  I have used many methods and tracking services in the past.

Particularity with flash, after I layout my site in a Temporal Spec., I identify all the actionable consumer feedback loops and data points.  Recently I stumbled on to Crazy Egg.

Heatmap
Heatmap_tn

There are many heat mapping applications out there, CrazyEgg's has the best interface. A simple way to view your results and see what happened. Heatmaps are easy to understand and will provide you with instant actionable information.

Confetti
Confetti_tn

The newest feature that has been added to Crazy Egg is called Confetti. Confetti allows you to look at your site from a very informative point of view.Confetti is my favorite view. It allows you to interact with a rich flash visualization of all of your clicks. Color and filter clicks based on Top 15 Referrers, Search Terms, Operating System, Browser, etc... you can also Isolate the data you want to compare and hide the rest. All without having to reload a thing.

Overlay
Overlay_tn

With the Overlay you can learn more about the clicks on each element of your page. The overlay visualization helps you drill down to each element of your page

List
List_tn

This is a very typical service but the way that is organized is what makes it special.  You get a summary of your click data in a single view. The list view allows you to drill down to the statistics for each element on your web page. You can also export the information into CSV format.

One of the best uses for Crazy Egg, is to find out how many clicks you’ve had on a certain image or link, if you associate that with content you can gauge which content is more interesting to your viewers.  I am sure that there are flaws in the product that I have yet to find, but Crazy Egg has been one of the best web tracking services I’ve used. Crazy Egg offers a lot of great tools that can improve your site and it’s a good choice for anyone doing web work who wants to prove the worth of their creative.

ON: Tracking Consumers Behavior For The Best Site Optmization via @jpenabickley

December 22, 2006No Comments

ON: Our 2007 Mission

As the New Year rushes in fraught with opportunity for the interactive and digital marketing lets resolve to develop experiences that build our brands.

Here are ten experience commandments to live by:

  1. From Consumers To People - Consumers buy, people live.
                   
  2. From Product To Experience - Products fulfill needs. Experiences fulfill desires.
                   
  3. From Honesty To Trust - Honesty is expected. Trust is engaging and intimate. It needs to be earned.
                   
  4. From Quality To Preference - Quality for the right price is a given today. Preference creates the sale.
                   
  5. From Notoriety To Aspiration - Being known does not mean that you are also loved!
                   
  6. From Identity To Personality - Identity is recognition. Personality is about character and charisma!
                   
  7. From
    Function To Feel - The functionality of a product is about practical or
    superficial qualities only. Sensorial design is about experiences.
                   
  8. From Ubiquity To Presence - Ubiquity is seen. Emotional presence is felt.
                   
  9. From Communication To Dialogue - Communication is telling. Dialogue is sharing.
                   
  10. From Service To Relationship - Service is selling. Relationship is acknowledgment.
ON: Our 2007 Mission via @jpenabickley

December 10, 2006No Comments

ON: Seven Campaigns To Watch

  1. Ogilvy in New York have racked up 200,000 YouTube visits with a series of virals for Foster’s
    beer, shot in shaky camcorder style and directing viewers to a bespoke
    site, http://www.crackopenafriendly.com. A nicely integrated online campaign
    with some cringeworthy home video action? We’ll take it!
  2. BBH in London have curated a series for web films for Impulse body spray’s new variant Tease. Hosted at www.actonimpulse.com,
    the four films were produced by female, up-and-coming directors and are
    based around the idea that ‘girls like guys to chase them’. As long as
    they’re tall, good-looking and financially solvent.
  3. Impulse’s male counterpart, the ubiquitous Lynx/Axe, have launched a site for new variant Blow
    in which you can strip a poor shivering model down to her smalls by
    blowing through your computer’s microphone. Highlights are hosted on
    YouTube, and creative came from Dare Digital. www.lynxblow.com (http://www.youtube.com/watch?v=KJwEC0kZ7Ms)
  4. There’s a really helpful Mediapost article here about Web 3.0,
    explaining the effect that ‘semantic search’ will have on the way we
    use the web. Get to grips with it now, it’s coming faster than you
    think.  As author Cory Treffiletti points out, we’ll be able
    to enter things like: ‘I want to take a vacation, on a beach. I need
    things to do for my three kids and I want to be able to eat great
    seafood. I don’t want to spend more than $3,000 and I would like to be
    gone for 6 days.’ Your search results would then reflect exactly this,
    including child care packages and restaurants in the area. We’ve had
    enough of letting search dictate to us. Bring on the revolution! http://blogs.mediapost.com/spin/?p=926
  5. IKEA have announced plans to build 500 'cookie cutter' homes across the UK: www.psfk.com/2006/11/coming_to_the_u.html
  6. Not sure who did this one, but it makes for entertaining viewing – Manix condoms prove so pleasurable, they bring about the end of the world. Even the Queen is a fan, apparently. Thanks to AdRants for digging this one out. If you made it, drop us a line. www.tropdeplaisir.net
  7. And – as if that wasn’t enough – have a ridiculous web film about the Viral Learning Center. http://www.youtube.com/watch?v=QsHPJ0eJilU&eurl
ON: Seven Campaigns To Watch via @jpenabickley

October 25, 20062 Comments

ON:Sitting around the Campfire

Campfire
Last week I had the opportunity to visit Steve Wax and folks at Campfire Media.

They subscribed and practice the same “story-telling” methodology of viral marketing, I noted in an earlier post about convergence marketing.

“A virus catches on only if it forms a community where none existed. The infection feeds on fascination. Viral is the opposite of brute force. The more force you use, the less viral it becomes."

See the Fast Company article >>.

Technorati Profile

ON:Sitting around the Campfire via @jpenabickley

October 25, 2006No Comments

ON: Walmart.com’s Facelife

Walmart1

Overall, Walmart.com’s redesign is a great improvement over their old site.  It brings them on par with Target.  However, I’m really surprised that Walmart didn’t implement some form of faceted/guided navigation (e.g. Endeca).  Perhaps they’re prepping this up for their next iteration as they move from redesign to design optimization.

From the press release:

The site redesign is a sweeping overhaul that
touches 1,000 categories and more than 2 million pages at Walmart.com,
with dramatic new designs of the Home, Apparel and Electronics
departments. It also includes the following upgrades and innovations:

  • New Look & Feel - Features larger images, clean, bold design, and clear, crisp messages.
  • Fewer Clicks - Allows for fewer than 4 clicks to product checkout from any starting point.
  • Rich Interactive Content -Interactive elements on more than 5,000
    site pages allow users to easily obtain information without going to
    another page. For example, a new “peel to reveal” function marries the
    online world with the way customers use traditional magazines by
    allowing them to click a “peel” option that reveals additional content.
  • Smart Home & Apparel Solutions - Comprehensive home and apparel
    collections tell an inspiring story, and enable users to shop by room
    collection or apparel outfit.
  • CNET Information - Industry-leading CNET buying guides were added
    so that customers can research information online and make more
    informed purchase decisions
ON: Walmart.com’s Facelife via @jpenabickley

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