E-Commerce

One short visit to Pine-Sol’s homepage will leave you with a bigger headache than inhaling the cleaning solution. Several words come to mind, including overwhelming, confusing, and even garish. The site seems to embrace the idea that if one eye-catching advertisement is good, wouldn’t an entire... read more
Forrester has just come out with another of its exhaustive guides to personas, scenarios, and the customer journey.  While I consider Forrester’s approach to personas to be dated and simplistic, they invariably exhibit a keen sense of market need.  My recent experience at Best Buy affirms the need... read more
Back in the days when dragons roamed the earth and men routinely wore suits to work, I used to shop at Jos. A Bank. As the years went by, however, business culture changed and my need for dress shirts, ties, and suits with two pairs of pants suffered the same fate as the dragons. My closet, like... read more
One of our customers is a pure-play e-commerce business. They wanted to quantify interest in a radical new service option. To gain competitive advantage, they needed answers quickly -- much faster than it would take if they gathered responses through their continuously running intercept survey,... read more
Three key questions: What do you measure? Why do you measure it?  How do you measure it? Look at these numbers. They come from six e-commerce sites.  They represent metrics collected from the sites’ most important visitor segment – those who arrive intending to buy. 83% of potential purchasers... read more
Earlier this month, the Harvard Business Review published an article by two managing directors from the Executive Board: To Keep Your Customers, Keep it Simple.  The title serves as both advice and warning to today’s marketers. The research is deep and detailed, and the recommendations stand in... read more

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