Seeing Is Believing


We’ve been able to monitor click traffic on web pages for a while now by using Google Analytics. But where do a visitor’s eyes go? Where are the dead spots on your web design, and exactly how far down are people scrolling on each of your main pages? We’re answering those questions with a new tool called Clicktale, which provides fascinating “heat maps” that identify where the mouse travels on a web page (but may not click). Why track mouse movement? Because there’s an 80 percent correlation between your eye movement and where the mouse travels. Quick hit: with one client, we learned that the unusual placement of its all-important “quote” button, even though it was at the top of the page, rendered it nearly invisible.
 

Another Great Award Season for Goldstein Group

Congratulations to Avtron Aerospace, which picked up top honors in the Cleveland Rocks PRSA Award and in the PRSA District Diamond Awards competitions for the new branding campaign created in partnership with agency Creative Director and Chief Imaginist Jeff Spencer. Congratulations also to Abanaki, which was honored for its Public Relations and Social Media campaign during the Gulf Oil Spill, which doubled traffic to the company’s web site in a two-month period.



 


Lead Conversions Jump 400%

It’s all about conversions. Handbook offers have long been the “home run” for b-to-b lead generation. But we took it up a notch when we re-directed the offer to a landing page created using industry “best practices”: just four fields to complete in the request form and no other links or navigation to distract the visitor. Of course, best practices applied here as well; lead flow from the handbook offer jumped 400% during the landing page’s first two months.
 


 

 

Well THAT Was Unexpected


 We’re closely tracking the changing ways b-to-b decision-makers are finding and evaluating products. One new “media consumption” study we conducted last month revealed a few surprises, such as when we asked how buyers find information, and what information they find most credible. Frankly, we didn’t expect we’d find this:

  • Top sources for finding information: Company web sites, search engines, shows and white papers.
     

  • Top sources for credibility: Company web sites, colleagues, articles, online trade magazines, shows and white papers.
     

  • It’s astounding that company web sites score so highly in both questions. We would have assumed that they would be discounted as biased information sources, but that’s not the case. OUR TAKEAWAY: your site needs to be deep and detailed.
     

  • We were surprised to see relatively little difference in the ways people in different age groups gather information and what they believe. We expected greater disparity.
     

  • We were surprised to see both print and online magazines continue to be ranked so highly as a prime information source.


Mongoose is Calling

 

Another break in the lead-tracking chain has fallen! Marketers have sensed for some time that many inbound calls were actually preceded by a Google search or visit to the company’s web site. Now, we have the data to show it. Mongoose Metrics software, added to a site as easily as Google Analytics, is able to trace the source of incoming phone calls, so you’ll know if the call was made after receiving an e-newsletter or after a search. It will even tell you what search engine was used, and whether it was an organic or paid search result. In one instance, Mongoose showed us, for instance, that paid search on Yahoo! was more likely to lead to a phone call than Google paid search. Hmmm.
 


Jennifer Jackson

We’re so excited to welcome Jennifer Jackson as the agency’s newest Account Manager. Jennifer brings us a wealth of online and web marketing savvy from her prior positions as Cleveland Clinic’s Communications Manager, Internet Marketing and as an Interactive Account Executive/Digital Media Buyer at one of Cleveland’s larger ad agencies. Jennifer will handle a variety of the agency’s larger accounts, including those in its growing medical/healthcare portfolio.
 

"WikiBranding" --
Something New to Learn

We just came across a really interesting article on a new concept of co-branding, called “Wikibranding,” in which your customers help shape your message. The old-world days of the marketing department controlling the message is, sigh, in our rearview mirror. Find the article on our blog, BrandBlog, at www.ggcomm.com/blog
 

This email was sent to: %%emailaddr%%

This email was sent by: %%Member_Busname%%
%%Member_Addr%% %%Member_City%%, %%Member_State%% %%Member_PostalCode%% %%Member_Country%%

One-Click Unsubscribe