Zach Heller Marketing Week in Review


To be an effective marketer today, you must understand data. You have to know where to get it, what it’s telling you, and how to use it to craft a strategy. Because data is so critical, one goal for marketers at all levels heading into the new year should be to take steps toward increasing your level of data competency. Whether you take classes, read articles written by experts in the field, study with a mentor, or experiment on your own, we all should be moving toward data mastery. Not that we have to get there, but we have to get closer than we are today.

Here are last week’s posts, in case you missed them:

  1. Top Resources for Marketers – Part 5
  2. Don’t Believe the Google Search Hacks
  3. Improving Conversion on Your Website – What You Need to Know About the Data

Happy Saturday!

Two Ways to Boost Your Marketing Knowledge:

  1. Subscribe to the blog and never miss another marketing post
  2. Subscribe to the monthly newsletter to get a curated list of the top marketing articles from around the web

Improving Conversion on Your Website: What You Need to Know About the Data

Conversion is the most important statistic of relevance to any online business. Traffic is great and important, but converting that traffic into sales and actions are keys to the success and longevity of your business. For many businesses, conversion is simply not optimized and businesses are suffering due to that fact. The facts on website builder reviews reveal that a series of straightforward hacks can boost your conversion and, in conjunction, your business’s bottom line.

Simple and easy-to-implement changes, like boosting website loading speed, changing up the layout or optimizing the checkout process, can make the world of difference online. Using real-time data, analytics, tested design and psychological elements - a system of tried, tested and perfected conversions hacks - have helped countless brands and businesses turn their visitors into customers.

Top Ideas that Work

Some of the best ideas to implement that has seen, in some cases, triple-digit percentage jumps to conversion are pretty straightforward. Using video is one such example. Vidyard increased conversions by 100% by using a video on their homepage, and Candlemakers increased conversion by 166% after adding video testimonials to their site. Media is a huge driver of business and as media becomes more saturated in the marketplace, visitors are beginning to expect it on your site. increased their conversion by 400% by implementing demonstration videos of their product.

Another top conversion tip is to simplify user experience. Having customers fill out lengthy questionnaires and forms makes them look for more streamlined options. Imagescape, for example, increased conversion rate by 160% after reducing contact form fields from 11 to 4. Simplifying the checkout, navigation and form filling process can help shift your conversion rate positively.

Conversion is the number one driver of your online business and you no longer have to trial and error your way through to optimization. The data has been compiled for you and is readily available to change your high volume of viewers into sales and converts.

Don’t Believe the Google Search Hacks


If your business is marketing itself online, you are likely to get numerous cold calls and emails offering something like the following:

“I was doing some research on your industry today and came across your website. If you are like most companies, you are having trouble getting qualified traffic to your website. That’s why I’m reaching out. Our company uses technology to ensure that you show up at the top of the Google search results whenever anyone is looking for you. Are you free for a call to learn more?”

(the above is taken from an email I received just last week)

My advice – don’t waste your time.

That is not to say that there are not valuable resources out there to help you improve your SEO or PPC efforts. There are many companies who are quite good at helping online businesses get qualified traffic to their site.

However, those companies don’t make promises they can’t keep. And they don’t treat you like an idiot.

When it comes to SEO and search marketing, there are no easy hacks or one-size-fits-all approaches waiting for you, just behind the curtain. The companies that are most effective will tell you that. They will customize an approach for each of their clients, a strategy that takes time to implement and scale.

And the key thing is, for most of them at least, you have to find them. They won’t be the ones cold calling or emailing you for business. So you can ignore 99% of the emails you get from companies promising the moon. If you decide you need help growing your business, the best thing you can do is get referrals or do your own research.

Top Resources for Marketers – Part 5


The following is part one of our weekly series on Top Resources for Marketers.

Learning is a lifelong process. Without learning and development, we flounder. Technology passes us by. Potential lies undiscovered and dormant. Old skills stagnate and new ones fail ever to form.

With that in mind, today’s resource is: Udacity

Udacity’s mission is to democratize education through the offering of world-class higher education opportunities that are accessible, flexible, and economical (read: free). They offer free online classes and nanodegrees in a variety of different fields.

Their Digital Marketing Nanodegree is a 3-month program that gives you a full introduction to digital marketing, in conjunction with partners like Facebook, Google, MailChimp and Hootsuite.

For more experience marketers, they offer courses in artificial intelligence, data analytics, data science, machine learning, and more. These programs allow you to pick up a new skill or train for a higher-potential career opportunity.

In addition, they now offer programs for businesses to allow their employees access to a variety of Udacity courses, benefitting companies that do not have their own training programs in place.

For quality education that doesn’t cost you anything, marketers need look no further.

Zach Heller Marketing Week in Review


When something you are doing is not working, the worst thing you can do is deny it. Denial might come naturally, especially if this was a project or campaign you championed. It may seem like admitting its not working is the equivalent of saying, “I don’t know what I’m doing.” But failures are part of the job. The ability to admit them to yourself and to others, to analyze them and pivot to something more successful, is what wins you respect and success. Don’t ignore the problems. Fix them.

Here are last week’s posts, in case you missed them:

  1. Top Resources for Marketers – Part 4
  2. How to Judge the Results of a Price Test
  3. Don’t Judge a Landing Page by its Source

Happy Saturday!

Two Ways to Boost Your Marketing Knowledge:

  1. Subscribe to the blog and never miss another marketing post
  2. Subscribe to the monthly newsletter to get a curated list of the top marketing articles from around the web