Toon Lowette – Netspanning
English articles
Organisations pay for ads but struggle with ‘owned media’
Organisations spend loads of money in advertising. No problem. They may lack the budget sometimes, but they understand the concept. They now also spend more and more money in social media, to attract people to their brand. They start to understand the concept of earning attention, and they spend the budget. What a contrast to … Continue reading
A/B testing works better than marketers’ instincts
… and ten other myths about A/B testing busted. A/B testing works. In nearly all tests, the web team or the marketing team for that matter will learn what drives conversion higher and what makes the task easier for the customer to complete. Testing delivers evidence. And evidence is a better guide than opinion. In … Continue reading
Did you miss the Web Management Challenges webinar? No worry
Over 600 people attended Gerry McGovern’s webinar on Web Management Challenges yesterday February 7, 2013. If you have missed it, grab this link and treat yourself to an hour of insight in other web professionals’ views and quotes about their challenges. Gerry and his Customer Carewords team organised this survey at the end of 2012. … Continue reading
Get rid of those sliders and carousels!
Marketing people love them, web designers adore them. But customers hate them. Worse: they ignore them: the moving sliding images, the carousels that occupy the center of so many websites. Who needs them? Not the visitors. Not the customers. They distract, they get in the way of the task of the customer. Here is why … Continue reading
Managers’d better take the web seriously
It’s getting more clear by the day: management as we got used to know it, is lagging behind technology. Management too often is about the own organisation, not about the customer. In the web, the customer is forcing organisations to adapt. Web managers start to understand. A survey by Gerry McGovern about web management principles … Continue reading
Testing words on anxiety pages
Here is an A/B test that shows that testing words can be important on all types of pages. Too often, word testing is perceived as something for buttons, action, conversion. In the best of cases, also links and navigation will come into consideration for word testing. This test in Which Test Won shows that words … Continue reading
The value of a Like: a story of bots and fraud
Engagement is said to be of utmost importance in sociale media. You need Likes, you need followers, you need conversation. But lots of rumours about the devaluation of the Like. What if, say, 90% of the campaign money in Facebook appears to be wasted? A Belgian internet agency did the test and reports. Jan van … Continue reading
Adapt e-mailings for the small screen – 12 steps
More and more e-mail is being read on tablet and smartphone screens. Less people hold a separate e-mail address for their smartphones – that was more important in the early days and on BlackBerry. Make sure that the e-mailings you distribute – be it newsletters or direct mail – are readable on the smaller screens. … Continue reading
App vs mobile site: learning from old school metrics
Impressions, visits and unique visitors: they are metrics of the old webworld. Yet, they can be an element in the choice between the app and the mobile site. The starting point should not be these metrics, but the customers’ toptasks. Vendors of apps and mobile sites besiege companies and organisations and their online budgets. All … Continue reading
Total SME online service is the route for Yellow Pages
Coming back from the EASDP congress in Toledo, it has never been clearer to me that the future of Yellow Pages is in helping small entreprise in all their online marketing and communication. Back then, the ad in the book was what the merchant needed. Now he needs more, and unless the Yellow Page publisher … Continue reading
