Consumer packaged goods

SUMMARY: Optimizing tactics is critical to successful online marketing. Check out how an eretailer tested the idea of including a new line of products on their homepage to see how it would affect *overall* conversion rates.

The two-part test showed surprising results: Conversions took a sizable jump for one segment while the other segment went south. Includes a pair of big lessons learned and creative samples. read the complete case study

SUMMARY: Digital marketing makes testing and optimization efforts easier than ever, with a constant flow of data and relatively low cost compared to testing traditional marketing channels.

Learn how Cabela's has maintained a testing culture over its entire history, alongside details about its digital split testing and optimization program. Plus, get an inside look at how the team combines offline channel data to get a full view of its marketing and optimization efforts.

Tony Uhlir, Internet Customer Experience Manager, Cabela's, will present at the upcoming Optimization Summit 2012 in Denver, June 11-14. read the complete article

SUMMARY: Competition among products on the store shelves is fierce. An attractive, attention-getting label can make the difference between enticing customers and losing them to a nearby competitor.

Here’s a primer on making your product beat industry leaders. Includes tips on using a graphic designer and launching a redesign. read the complete interview

SUMMARY: Researcher Herb Sorensen recently spent five months tracking exactly what paths shoppers take and what behaviors they exhibit as they move through a supermarket. Now he reveals some of what he learned including how location affects shopping patterns, and the fact that shoppers spend less and less time reading product labels as they get closer to check out. read the complete article

by Anne Holland, President

I received this note from a reader who asked not to be identified because she's tired of scammers hitting her promo sites.

"Dear Anne,

My promotional Web forms have been besieged by scammers trying to qualify for samples, which they then bring to Wal-Mart for store credits, or sell on eBay. Our data shows how they submit multiple variations to 'game' our promotion qualification form.

We have programmed a lot of flags into our online... read the complete blog post