http://www.conversionchronicles.com/The_current_newsletter.html Conversion Chronicles - conversion rate marketing newsletter, current issue. http://www.conversionchronicles.com/The_Old_Farmers_Mascara_.html Finding Your Audience in the Age of Web Analytics Marketers have always grouped their target audiences into different types of people based on various criteria. For instance, they might group people based on their age, gender, or geographic location. This is so that they can begin to figure out who the best type of person is to market their product to. A young woman living in Paris will obviously buy cosmetics mor... http://www.conversionchronicles.com/Beyond_guidelines_Advanced_Accessibility_Techniques.html When creating accessible websites, most web developers and web managers tend to follow the W3C accessibility guidelines1. And rightly so - they are the most comprehensive accessibility resource on the Internet after all. The W3C accessibility guidelines, or Web Content Accessibility Guidelines as they're officially known, could go slightly further however. Fulfilling the guidelines will give you a very accessible website (remem... http://www.conversionchronicles.com/How_Adjectives_Can_Kill_Your_Conversion_Rate.html The billboard featured a close-up of a large slice of steaming pizza. And the headline said: “Ooey Gooey Pizza.” A woman walking by (and this is a true story taken from a respected medical journal) read the billboard and then promptly lurched into some nearby bushes to throw up. Now, granted, this was a pretty severe reaction to a mere headline. In her case, it was brought on by a bad case of morning sickness (or, in the medica... http://www.conversionchronicles.com/Brand_Testing_-_Only_the_Holes_Taste_the_Same.html Branding may have more to gain from online testing than any other branch of marketing. Sure, some will claim that testing’s sweet spot is in offer or copy optimization. But branding will literally be set free by testing. How? First, a quick story: At the GEL Conference earlier this year, Ji Lee, a former Madison Avenue copywriter, captured one of the greatest irritations in online branding: “(in)... http://www.conversionchronicles.com/Narratives_Come_Before_Scenarios.html What's the best way to deliver a memorable, persuasive message? Tell a story. Don't believe me? How many copies did Who Moved My Cheese sell? Still remember Aesop's Fables? Look at the elements of a good story-characters, plot, conflict resolution-and you'll see many parallels with Persuasion Architecture. The essence of Persuasion ArchitectureTM is a story. It involves building the characters, creating a narrative plot and sta... http://www.conversionchronicles.com/Test_Your_Web_Site_Design_Plan_in_Advance.html Many website owners make one very big and costly mistake. They wait until their website is live on the Internet to start the testing process. Don't make that mistake. You can test out your blueprint before you construct your website by simply using some free tools and your imagination. 1) Who are your potential website customers? First of all, you must ask yourself why people would buy what you sell. ...