Web Analytics India Blog

In a strategic move Omniture Inc has acquired Visual Sciences, one of it’s competitor till yesterday. Visual Sciences was taken over for approximately $394 million.

It will be exciting to see how Omniture integrates VisualSciences into it’s current features, with Offermatica also under it’s belt, Ominture is sure going great guns.

Here’s the Excerpt from the Press Release.

The combination of Omniture and Visual Sciences creates a company with substantial scale and resources to deliver industry leading products and services that address the rapidly expanding online business optimization market. The combined company will be able to accelerate investments, meet a wider set of customer needs through a richer solution set and have a significantly greater opportunity to grow into new markets.

“With the tremendous growth opportunities we see in the online optimization market, we believe that in addition to being financially accretive to our shareholders, this is a strategic investment that will drive increased value for customers and partners,” said Josh James, CEO and co-founder of Omniture. “We are facing a very significant opportunity defined by the rapid growth of online advertising and online business in general. This acquisition enables Omniture to accelerate our investments in advanced solutions that drive customer success as well as create further opportunities to cross-sell our growing portfolio of products to a combined customer base of more than 4,000 customers.”

Complete Press Release “Omniture buys Visual Sciences“

Are you a Customer of Omniture or Visual Sciences? well iam waiting what value addition can omniture can give us as a customer!
Pen down your views as comments.

With Holiday season 2007 approaching fast, Online retailers are gearing up and making changes to campaigns and their marketing strategies.

The yahoo search marketing team shares their finding from the research and also few pointers to optimize your site for the upcoming holiday season. Here’s the excerpt from the post.

Holiday Highlights
According to comScore, online consumer spending grew 26 percent in 2006 to $24.4 billion. More than 80 percent of consumers did at least some shopping online (BizRate and Shop.org Holiday Mood Study 2006), and 50 percent of shoppers bought more stuff online in 2006 than 2005 (NielsenNetRatings research). It’s a pretty telling trend. (For what it’s worth, last year I did all of my holiday shopping online for the first time.)

The Yahoo! Search Marketing team has prepared some tips for advertisers based on the holiday data we gathered:

Engage the bargain hunters—According to the BizRate and Shop.org Holiday Mood Study 2006, nearly half of the consumers polled named “free shipping” as a primary motivator to purchase. Other shoppers named “online only sales” and “repeat buyer discounts.”

• Primary motivator to purchase is indeed a great input from yahoo marketing team, Using terms like these on campaign landing page would be a huge bonus during the Holiday season.

Keywords count—According to our internal data, “Christmas” was, not surprisingly, the most holiday-related search term in 2006 with more than three million average monthly searches. Other popular terms included “Christmas decoration,” “Hanukkah,” “holiday gift” and “gift for dad.” Make sure that your keyword selection includes holiday-related keywords and seasonal products and promotions.

• Holiday related, seasonal related, and seasonal promotion related keywords is what one needs to optimize/ensure exists on respective product/service page.

Titillate with titles—Titles and descriptions can drive relevance and clicks, so it’s a best practice when creating specific holiday ad groups to place the holiday term prominently in both the title and the description, and include any special seasonal promotions in the copy.

• Review your current titles and making appropriate changes to both title and description to include the seasonal and holiday related keywords will help increase relevance.

Clear for landing—Make sure that your landing pages are relevant to your keywords, ad copy and any promotions. Nothing’s more frustrating for a consumer to click on an ad that says, “Get 10% off” something and then land on a page where that information is either absent or buried. Prices and promotions should be consistent with ad copy.

• By ensuring the above two criteria are met, a clear landing page will help drive conversion. A clear “headline” and a visible “Conversion Exit” will help smooth flow of the conversion.

Combine search with display and offline advertising— Make sure you include your keywords and consistent copy in your display and offline marketing material.

Content courtesy: Yahoo marketing Blog

In a recent article on marketing experiments folks wrote about Synchronizing Value Proposition and Page Design on landing pages to increase conversion.
The post is about
Importance of Value Proposition

Conversion Formula

Read more about Conversion factors for lead generation below
conversion formula shows that after motivation, clarity of the value proposition is the most important factor in determining whether a customer buys from you or not.

Essentially, value proposition is the primary reason the ideal prospect—the people you serve best—should purchase from you rather than your competitor. You must match your competition on every point or dimension of value except one, and on that point you must exceed them. This secures you in the market, this is the reason your business deserves to exist.

In essence, companies need to spend more time building a great value proposition than marketing a poor one.

After identifying a unique and compelling value proposition, you must ensure that you express it throughout your sales process in a clear, consistent, and compelling way.

Eliminate disruption and you can maximize conversion.

Read the complete Article with Example Here

The Conversion Formula Explained.

The Marketing experiments team way back came up with factors that influence generating a lead from landing page down to a mathematical formula

C = 4m + 3v + 2(i-f) – 2(a)

C = probability of conversion
m = external motivation
v = clarity of value proposition
i = incentive to continue
f = friction element
a = anxiety

Elaborating a bit on these, adding to what Roy from Customer Driven marketing blog says

In simple words, you have more chance of success if you

• Generate quality traffic to your site.
• Doing a primary research and competitive analysis of the market to understand who would quality referrers
• Explain clearly what you have to offer
• A clear and simple message that showcases your product/services
• Provide ample incentives.
• Let your visitors know the benefits/incentives they receive using action words and appropriate images.
• Have a quick and easy registration/sign up/application process.
• An easy navigation and usability features to reach the complete conversion cycle
• Have reassuring feedback comments, ratings
• Customer reviews, ratings, can be huge bonus if used in the right way
• Security credentials to reduce customer anxiety
• Security logos like VeriSign and showcasing Security features is always a plus

Is there something else that can be considered as factor?
please feel free to add on via comments.