RECENT INSIGHTS
Despite persistent reports that the human attention span is in freefall, marketers still use long-format content on their websites. Some examples: Brutally long lists of 15 bullets or more. Explainer videos longer than 5 minutes. 57-slide presentations. 10-step purchase processes. Deadly dull downloadable documents. Marketers, there’s nothing wrong with deep content – users will engage […]
More than 75% of consumers are troubled by the threat of AI “misinformation” (Forbes), which explains why brands are voicing concerns about AI shaking consumer trust in content authenticity. The bad news: erosion of consumer trust in website content is a threat to website conversion rates. The good news: marketers can send signals that build […]
Not to be alarmist, but the end is near For those who have been living under a rock, Google will stop collecting information in Universal Analytics (UA – sometimes referred to as Google Analytics 3), as of July 1, 2023. This is the version of Google Analytics that 99% of marketers use to collect data. […]
When the federal government mandated that hospitals and insurers post their prices online (back in Jan 2021), the industry entered a state of shock, with concerns about implementation, tracking, and bottom-line impact. There’s some evidence that only 20-25% of hospitals are in compliance with the rule. Among the non-compliant ones, only two hospitals have been […]
It starts with a lie. “Hi, I’m Stacy,” says the pop-up avatar in a speech bubble, in the lower right corner of your screen. But we all know that Stacy is a bot. It often gets worse from there. “Stacy” doesn’t understand what you want or need. “She” isn’t aware that you’re (choose all that apply) 1. […]