Archive for the ‘Measurement’ Category

We get this question twice a week so here’s the big picture on making QR codes work for your brand.

What is a QR code?
Start here: http://en.wikipedia.org/wiki/QR_Code

How big should they be?
As a rule of thumb, codes shouldn’t be much smaller than a postage stamp. For print, about the size of a checkerboard square. If it’s on a skyscraper in TimeSquare, larger.  Perform a Google image search for “QR codes” and you’ll find myriad shapes and sizes.

What content should I drive to?
The content should deliver on your communications objective. Codes can  deliver all sorts of things:

  • Text msg
  • Website URL – is it optimized for mobile?
  • YouTube video
  • Telephone number
  • Email message
  • Vcard
  • Google map
  • WiFi Login (Android only)
  • PayPal Buy Now link
  • Social media (Twitter, YouTube, Facebook, etc)
  • iTunes link


Twenty percent of your customers drive 80 percent of your business, right? Actually, the number is much smaller than that.  Advertising has evolved, and now four percent is the significant digit.

The more time a visitor spends on your site, the more likely she is to buy. Carts experience the highest drop-off in the first two or three pages visitors see. Once they’re into the process, drop-off rates decline precipitously. To improve conversion rate, focus on providing relevant and persuasive content based on understanding visitor intent. Persuade on every page. Link pages together, in a step-by step-fashion, to guide visitors through the buying process. Hold their hands, and anticipate their every move. Make them feel comfortable and in control.

Here’s a list of eCommerce best practices we’ve curated from some recent reading:

1. Reduce the number of steps in the process. Combine the logical steps first (shipping and billing address information as an example). But don’t make brevity a goal in it of itself. Once the user completes the first page, they are invested in the process. Long forms at the front end result in higher abandonment rates. But once the user completes they first page, they are more likely to finish the job.

2. Manage the user’s expectations. Always let the user know where they are. Add visual process indicators to the checkout procedure. In addition, use headlines and breadcrumb navigation to show shoppers where they are. Page elements like large text headings and subheadings can help customers establish which page they are on and what the topic of the page is. Breadcrumb navigation helps customers establish how deep they are within the site structure and what is available to view before and after. Breadcrumbs and page headings have SEO benefits as well. If the process takes longer than 5 minutes, consider telling the user that as a courtesy.

3. Give them someone to call. Keep contact information prominent and include it on each page. Place a customer service phone number in a clearly visible location with the text “Prefer to order by phone?” to help decrease cart abandonment. Sites that provide this assurance perform better than those that don’t.

4. Let users easily modify contents. Keep the contents of the cart accessible and easy to find, so they can be changed along the way. Don’t just provide a link back to the cart. Visually show the cart–and its contents–at every step during the path to purchase.

5. Don’t require registration to checkout. This is difficult for some stores to implement because of the architecture their cart is built upon. However, if you have the ability to offer what is often called a “guest checkout” feature, you should do so.

6. Make the experience social. Incorporate user reviews through a tool like BazaarVoice. Products are 10% more likely to be purchased when accompanied by a user review. Port those reviews to your Facebook page and to retailer sites. Use Facebook Connect to make the process even more social. In addition, remember users when they come back. When someone returns—even as a guest—their cart should be waiting for them.  And don’t forget to remind users of abandoned carts via email or through your CRM program.

7. Make error messages clear. Red is the most common color for error messages. Target is a one color brand and still uses red in its error messages. Blue text with an alert icon could work just as well. Look at a couple different options and test them.

8. Clearly display your security and trust seals. Customer privacy concerns are paramount. Provide this assurance.

9. Only cross sell relevant products. Cross sell before the checkout process and after items have been added to the cart. Grouping products, showing related items and cross selling is important for customers and helps lower shopping cart abandonment rates.

10. Test, measure and refine. To a certain extent, every experience is unique. Test different combinations. Study user behavior. See which ones produce the best results. And make small changes based on what you learn.

Resources (these guys deserve all the credit)
• http://www.clickz.com/2245891
• http://www.smashingmagazine.com/2009/03/23/designing-for-the-user-experience-in-ecommerce/
• http://www.grokdotcom.com/2008/02/26/amazon-shopping-cart/
• http://www.getelastic.com/measuring-cross-sell-success/
• http://www.ecommnewz.com/2009/07/22/decrease-cart-abandonment-with-a-sturctured-checkout-process/
• http://www.searchmarketingstandard.com/tackling-the-shopping-cart-abandonment-rate
• http://www.smashingmagazine.com/2009/05/28/12-tips-for-designing-an-excellent-checkout-process/
• http://econsultancy.com/blog/1828-ten-ways-to-improve-online-checkouts
• http://www.elated.com/articles/10-ways-to-improve-your-store-checkout/

'Likes' or Votes?

'Likes' or Votes?

More people read about or watched the election coverage on line this past Tuesday than in 2008. In fact with a peak at 6:00 pm Tuesday, this election was the third most viewed online news event since these things began being tracked. Check outCNN’s take on the pulse and impact on line for the mid-term election. So how does that translate to the social media realm?

Facebook is publishing numbers regarding the success rate of candidates in Tuesday’s election and their number of “likes.” (See the Advertising Age article here). They note that on the national level (House and Senate) about 78% of those candidates with the most “likes” went on to win their race. I don’t know if that deserves a “Wow” or a big dose of “who cares?” I guess if you are right 78% of the time on anything that’s doing pretty good. But is that really any kind of a predictor for elections?  Look at it from the other side - in something as important as national elections 22% of the time it was incorrect. Does getting out the “likes” equate to getting out the vote? It may seem so but until we start voting via Facebook I think there’s more to learn about how the medium is being used from this than viewing this as a predictor - at least so far. Lets give it a few more elections before we declare it the stand alone Nostradamus of modern politics. The success rate may be a good number overall - but in a few instances those with far more “likes” got walloped at the polls. I guess political analyst could combine this information with exit polls and come up with some insightful something but as it relates to the average Joe I’m not sure what it means yet. To me the bigger question is what, if anything, can you interpret that to mean as it relates to consumers connecting with anything on Facebook?

An OpenForum piece from September shares data from an Exact Target study that shows that 40% of the people that like a company on Facebook do so for discounts, 39% do so to show support of a company and 34% do so to stay informed. I see how the latter two points could very much relate to the political sphere, so I will be curious to see over time what role FaceBook plays in elections and what kind of facts, figures and projections can be gleaned from election results. I will be more interested, however, to see how consumers view relationships with brands on Facebook and what we learn about the interplay between online and offline behaviors. Ultimately for a brand isn’t voting with your wallet really the only thing that counts?

Join Brunner Interactive Practice Area Leader Shaun Quigley as he hosts Brunner’s “Get on Track with Measurement & Analytics” webinar. Shaun will share with you best practices for tracking your marketing investment and measuring the effectiveness of your marketing programs.

Get Moving With Mobile