Category Archives: path to conversion

Why Aren’t UK Travel Sites More Socially Connected? (Infographic)

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With the assistance of Ghostery, we’ve put together some data showing that social plug-in adoption among Experian Hitwise Top 100 UK Travel Retail Sites lag far behind adoption among all top sites. While 50% of all top sites have a Facebook plug-in and 43% have a Twitter plug-in, it turns out that only 29% of the Top 100 UK Travel Retail Sites have any social plugin at all  (see our infographic after the jump).

This despite evidence that shoppers are becoming increasingly social, with 58% of online consumers having “followed” a retailer through Facebook, Twitter or a retailer’s blog. Continue reading →

Why Aren’t Travel Sites More Socially Connected? (Infographic)

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With the assistance of Ghostery, we’ve put together some data showing that social plug-in adoption among Experian Hitwise Top 100 US Travel Retail Sites lag far behind adoption among all top sites. While 50% of all top sites have a Facebook plug-in and 43% have a Twitter plug-in, it turns out that only 29% of the Top 100 US Travel Retail Sites have any social plugin at all  (see our infographic after the jump).

This despite evidence that shoppers are becoming increasingly social, with 58% of online consumers having “followed” a retailer through Facebook, Twitter or a retailer’s blog.

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Four Things Marketers Should Ask IT About Their Website’s Performance

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Slow Loading Tags

Slow Loading Tags

According to a recent article in NY times Impatient Web-Users Flee Slow Loading Sites, 400 milliseconds is too long. Thirty-seven percent of consumers find performance issues when visiting a website unacceptable, and 86% of users will leave a site after having bad experiences, according to another study from Compuware.

When it comes to tracking what consumer’s are doing on websites, marketers need to use many third-party tags from web analytics, email, search, ad servers, online testing, behavioral targeting, social media, and more. These systems get very complex and often use Javascript which can slow pages down, making it harder to track conversions especially when the user experience has been compromised. See this Compuware Load Testing Infographic to view key findings from their survey and learn exactly how slow tags, that result in poor page performance, negatively impacts your bottom line. In fact we proved in our recent study that, “Just One Second Delay In Page-Load Can Cause 7% Loss In Customer Conversions.”

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Just One Second Delay In Page-Load Can Cause 7% Loss In Customer Conversions

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A marketer’s ability to have their company’s website’s pages load quickly has direct impact on sales and ultimately on the bottom line. Page load times can impact the overall customer experience, as well as SEO as page speed determines your ranking when users search in a browser. According to the Aberdeen Group, a 1-second delay in page-load time equals 11% fewer page views, a 16% decrease in customer satisfaction, and 7% loss in conversions. And that sounds bad for business.

We partnered with the UK’s leading glasses e-tailor Glasses Direct to study page speed and conversion behavior. Our study enabled us to build a case for the true correlation between page speed and dollar values. Our findings substantiated the Aberdeen findings, where increases in page-load time significantly impacted conversion rates, dropping by 7%.

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TagMan Joins Forces With Digital Fulcrum To Accelerate Page Load

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TagMan rehouses all of your site's third-party tags into one independent tag management system, loading only the necessary third-party tags when a customer visits your site ensuring faster page load times and better tracking of conversions.

TagMan’s Tag Management System already accelerated page-load times by optimizing its clients’ third-party tags with its its patent pending smart tag loading functionality, which serves tags asynchronously enabling them to load independently of the page content rather than blocking it. Now by combining forces with Digital Fulcrum we are able to offer brand marketers even faster page-load times along with a superior online experience for customers by extending this solution further to allowing synchronous tags to be executed asynchronously without modifying any code, which now enables TagMan to be used asynchronously with any third-party tag.

Learn more about the TagMan and Digital Fulcrum partnership in this announcement, “TagMan and Digital Fulcrum Join Forces To Optimize Performance of Legacy 3rd Party Tags.”

And be sure to download our recent white paper, “Smart Loading Tags To Accelerate Your Website’s Performance,” which focuses on research in synchronous tag acceleration – assessing opportunities for optimizing page-load times through tag acceleration methods, which can result in lower abandonment rates and a better user experience for customers online.

Tag Management Done Poorly Can Create Performance Issues

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Many marketers don’t realize just how much impact a few 3rd-party scripts have on their website’s page loading and performance and how that can affect the bottom line in terms of conversions, not to mention user experience. Research indicates that it can be significant.

In fact, a study by the Aberdeen group, reveals that a 1-second delay in page loading can correlate to a 7% loss in conversions. That’s a serious problem.

And while tag management is a solution, tag management done poorly can create, rather than solve, performance issues. In essence, tag management done badly can lead to poor acceleration issues. In a recent study, “Smart Loading Tags to Accelerate Your Website’s Performance,” we looked at page-load times with different tag management solutions to illustrate this point. Continue reading →

Q&A: Michael Lazerow On The Growth Of Social Media, Social Commerce, And Attribution

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Mike Lazerow, Buddy Media

As Chairman and CEO of Buddy Media, a preferred platform for Facebook management by eight of the ten top global advertisers, Michael Lazerow is a widely recognized thought leader on digital media and marketing trends. We caught up with him to discuss the growth of social media, social commerce, and social media attribution, as well as the role tag management plays in helping marketers better understand customer’s path to conversion.

Q: In a recent study your company did with Booz & Company, ”Campaigns to Capabilities: Social Media and Marketing 2011,” you guys revealed that while marketing dollars are increasingly shifting toward social media efforts there are still many marketers who don’t understand ROI. Why is that?

A: There are a couple of factors at play here. Many brands don’t know what they should be measuring or even what they are able to measure. If you don’t decide upon attainable objectives, then it is nearly impossible to gauge any sort of return on investment. Continue reading →

The complexity of marketing attribution: how Logan Tod asks and answers big questions of attribution data

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Analytics and optimisation consultancy Logan Tod has developed an approach that incorporates attribution modelling within its own optimisation framework so its clients can decide where to invest their ad spend.

The framework classifies individual marketing activity, from high-level channels down to low-level keywords, with specific recommendations associated with each. One visualization of Logan Tod’s process looks a little like this:

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Tag management helps Glasses Direct take on a gloomy-looking 2012

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Rob Silsbury, Marketing Director, Glasses DirectRob Silsbury, marketing director of online glasses retailer Glasses Direct is under no illusions as to the state of the retail environment in 2012.

Speaking at TagMan’s most recent client get together TagMeet 2, Silsbury said: “It’s going to be a pig of a year.” And none of the other retailers in the room looked ready to disagree.

So what does Glasses Direct plan to do about it? Given its focus is online, then drive its online channels hard. Efficiency is the overriding mission. But, that doesn’t mean the company isn’t prepared to invest to get as lean as possible. Silsbury has a couple of things in mind: Continue reading →

Getting Social e-Commerce Ready With Tag Management

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As Cyber Monday approaches, a lot of e-tailers are  contemplating the ROI of social commerce. While full service social commerce, such as setting up a store on Facebook might be a viable move for big players, like Procter & Gamble with its Pampers store on the social site, for smaller businesses the major play lies in adding social plugins, such as “Like” or “Share,” to their e-commerce sites.

The truth is, consumers aren’t visiting social networks to do their shopping. A recent simplyZesty article reported that Forrester found that the conversion rate for Facebook stores was equal to that of standard e-commerce stores, at between 2-4%, while also attracting Continue reading →