Internet Direct Marketing Tip of the Day

Users click on hyperlinks in unpredictable ways. For example, they might not click on a link within a solo email message or an ad within a newsletter for many months after the time of transmission.

This means you should look at the response rates long after transmission. No need to obsessively watch them daily or weekly if the message went out months prior. But, do check in to see the increased number.

People will save an appealing offer. Or, they might bookmark the landing page for when they have more time. If you held a real-time Webinar, put a link to that event’s archive on your landing page for latecomers. LC

Tags: Tip Of The Day by Larry Chase
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Google CEO Eric Schmidt talks about how “user happiness” is central to how his firm thinks of their experience. This makes sense. The happier users are with the Google experience, the more they’ll come back and use it again.

It is this user happiness that drives Google’s search results pages. That goes for the organic, or natural, results, as well as paid listings. Part of that user happiness equation is how satisified the user is with the landing page he/she jumps to from those search results. The more users like your landing pages, the more Google should like you, and you, hopefully, move up higher in rankings.

Instead of always thinking about Search Engine Optimization, it would serve you also to think about “User Happiness Optimization,” or UHO. LC

Tags: Tip Of The Day by Larry Chase
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