Marketing Online

The Psychology of Color in Marketing and Branding

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The psychology of color as it relates to persuasion is one of the most interesting — and most controversial — aspects of marketing. To alleviate this trend and give proper treatment to a truly fascinating element of human behavior, we’ve reviewed a…

Source: www.huffingtonpost.com

Often-cited examples of a boost in conversions due to a change in button color, mislead people because a conversions level uplift after changing a button from green to red, for instance, do not prove any magic power of one color over another.
The reason why a change in a button color can boost conversions is due to the contrast that it creates, the so called “isolation effect”, which is needed to get high conversions.
Generate this isolation effect when testing color palettes, in order to create contrast in your web design and guide people to important action areas.

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eTravel Multichannel Benchmark Results

Source: www.slideshare.net

Key findings: 
– Booking.com have topped the multichannel overall league table with thehighest score in five out of six of the customer journey stages (First Impressions, Initial Research Search, Search Results, Booking Process, Design & usability)
– Hotels.com were a close second with an excellent App score. 
– The multichannel rankings were again dominated by the Hotel sector with Late Rooms completing the overall top three. 
– Best Western achieved a top score in the customer support category. 
– Booking.com topped the desktop rankings coming first in every stage of the customer journey. 
– Quality of search experience is improving with an increasing number of brands achieving ‘excellent’ ratings. 
– The experience on Apps and mobile sites continues to lag behind more established website scores as brands continue to get to grips with optimising the travel customer experience on mobile. 
– Delivering a quality initial research mobile that is on a par with desktop sites continues to be a the main challenge although brands such as Expedia, Hotels.com and Booking.com are beginning to buck the trend and score well in this area. 

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The Online Travel Planning Journey of Today’s Leisure Consumers

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Source: www.slideshare.net

Some valuable insights about the complexity of the traveler’s search-shop-buy journey, such as: 
– Mean touch points = 6.5 (up to 7,9 for people 25-34 age old) 
– Number of touch points on mobile=1, desktop=5 
– Mobile devices used more by youngsters during the online travel planning journey 
– 23% of bookings are “mobile” 
– OTAs are the first place that travel websites consumers visit when they plan trips. Google second and Tripadvisor alike websites third. 

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Let’s Get Nerdy: Data Analytics for Business Leaders Explained

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This article is meant to help business leaders understand the analytics opportunity and techniques. All the while, providing a reference for Data Scientists and technical leaders to use as they try to distill immensely complex subject areas into comprehensible bite-size pieces.

Source: www.linkedin.com

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Bid Management Science Explained – Search Engine Land

Search Engine Land Bid Management Science Explained Search Engine Land So, when optimizing for position, a bid system should actually calculate which position generates the optimal “profit per-thousand-impressions,” which I’ll abbreviate as PPM. Source: searchengineland.com Before making a choice between different bid management platforms, it is useful to make sure how the algorithms actually work. 

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Implementing Scroll Tracking via Google Tag Manager

Learn to Implement Scroll Tracking through Google Tag Manager via easy to understand step by step guide. Source: www.optimizesmart.com Do your website visitors read "below the fold"? Is effective your content structure for navigation information discovery and findability? If you want to make sure to avoid the risk of hiding important information, start checking scroll

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