Eric Hansen

A personalized experience is no longer an added feature of an e-commerce website — it’s a deciding factor in whether connected consumers do business with a brand. Many e-commerce businesses are failing at digital innovation because they’re not optimizing their channels to meet individual customer preferences. With recent data from the Boston Consulting Group revealing…

At a presentation I gave at the recent Online Media, Marketing & Advertising Conference in New York, I offered several tips and insight on Web site testing strategies and landing page optimization. First, here are the top three common mistakes search marketers make when dealing with a mature search campaign: 1. You rest on your laurels and don’t think to improve. Marketers periodically need to reassess and re-evaluate the specific keywords they’re bidding on, as well as the creative (ad versions) that are shown to make sure they’re still performing up to snuff. Keep in mind that other competing advertisers may update and refresh