RECENT INSIGHTS
Google’s Performance Max (or PMAX to its friends) may be accused of having a name that promises a lot, but it’s earning a reputation for delivering on what it promises – and this is good news for ski resorts. How PMAX works Unlike traditional Google campaigns, PMAX leverages Google’s AI to deliver ads across Search, […]
Popups earned a bad reputation when they were first introduced. They were abrupt, interruptive, impertinent, and rude, like a bad party guest. In fact, popups used to be the most hated type of web ad, and Google penalized search rankings for popups that interfered with content delivery. But popups are enjoying a renaissance, thanks to […]
Google will delete historic website analytics data on July 1, 2024. From what we see, there are still a lot of organizations that haven’t prepared for this deadline. So, for the whole stadium: All access to Universal Analytics will be turned off, even read-only access, and all UA data will be deleted. It’s hard to […]
Findability means that people who have arrived at your website can locate what they want, where they expect to find it, and move deeper into whatever decision-making process brought them there. For marketing managers conscious of website conversion metrics, findability is an essential website attribute. Here’s a handful of ways to improve it. How to […]
By now, ski resort operators know the truth: Around 70% of all online shopping cart transactions are abandoned. That number reaches 80% for tablets and 85% for mobile devices; the smaller the screen, the bigger the bounce. And while there’s no specific cart abandonment rate for ski resorts, there’s every reason to assume that they’re […]
The rising tide of apprehension about AI tells us that 75%+ of consumers are skeptical about placing their trust in AI-enabled experiences. Including chatbots. Sure, AI-powered chatbots are evolving rapidly and doing a better job than their predecessors. But let’s not forget that consumer expectations of customer service have never been higher, and brands need […]
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 […]
What is Threads? Released on July 5, 2023 by Instagram, “Threads offers a new, separate space for real-time updates and public conversations.” On initial launch it has created a lot of buzz, with over 100 million new users joining in the first week. Threads makes it easy: Account setup is fast and simple, just use […]
It’s well known that FQHCs have a patient base that’s 20% uninsured. But no one talks about the fact that 20% of FQHC patients have private insurance, a number that has grown in recent years. Maybe the growth in private pay consumers is happening because FQHCs outperform private practice physicians on many quality-of-care criteria. The […]