Posts in Conversion
Twitter: Influencers vs Friends

Twitter says influencers are almost as trusted as friends:

Twitter and data analytics provider Annalect conducted research on more than 800 Twitter users to learn more about the impact of influencers. Their research discovered that 49% of users reported relying on influencers for product recommendations, compared to 56% who reported relying on friends.

In a digital economy, trust is a currency. It can be earned. If invested well, it retains its value. And it can be used to purchase new customers/clients.

Is your company investing in trust?

A Marketer's Greatest Tool

Despite All This Data, Empathy Is Still the Greatest Tool in a Marketer's Toolbox:

Imagine having to watch an hour's worth of commercials before a two-hour movie. Or being tapped on the shoulder before each page of a novel with an "exclusive offer." It sounds ludicrous, but this is essentially the way we experience ad-supported content today. It's no wonder ad blockers are proliferating.

This is because something strange happens to ad execs when we walk through the doors of our corporate offices:  We somehow forget that, just before stepping over that threshold, we were a part of the population we're trying to reach with ads. With this perspective mysteriously erased from our minds, we begin describing people as "users" that "consume" content in a "cross-screen" environment. When was the last time you thought to yourself, "I'm done watching short-form, snackable content on my mobile screen and now I'm going to watch long-form, premium content on my OTT device?"

This collective amnesia can be cured by simply reminding ourselves that we, too, are the viewers. People don't think in silos. They just want to watch their stuff where and when they want -- and so do we. This is indicative of what I see as the major problem in our industry: We need to balance our top-down approach with consumer-centric, bottom-up thinking.

As we have talked about previously, lazy digital marketing is giving our industry a bad name. Akin to the 1990's radio commercials (remember them being 2x louder than the music they interrupted), our industry is not leveraging the technology to its fullest and proper potential. That is a challenge the Delegator team gladly accepts. As much as we want to deliver value to our clients, we also want to be a good citizen of the digital economy - not jeopardizing reputations (our clients or our own) for the sake of a few extra clicks. It's not a strategy that works well now and it will predictably worsen in the future, as it turns away more visitors than it is bringing in.

Visual Appeal vs Usability

First Impressions Matter: The Importance of Great Visual Design:

A study examined the effects of visual appeal and usability on user performance and satisfaction with a website.

Users completed different tasks on websites which varied in visual appeal (high and low) and usability (high and low). Results show that first impressions are most influenced by the visual appeal of the site. Users gave high usability and interest ratings to sites with high appeal and low usability and interest ratings to sites with low appeal. User perceptions of a low appeal website were not significantly influenced by the site’s usability even after a successful experience with the site.


Key takeaway: Invest in design – it’s what matters the most for pulling users in. Funny enough, great visual design will lead to higher usability ratings even. And actual usability will matter much less if the overall visual appeal is low.

There are a lot of folks in our industry that fly the usability flag high. The arguments they make are sound, but this study pours cold water on some of them. Perhaps a good first impression, via good design, sets the table for better performance - even if usability is lacking. At the end of the day, the real question remains:


Are Your Google Shopping Reviews Being Indexed Properly?

If you are collecting reviews from your customers, with the goal of displaying them in your PPC ads, here is a great way to test if they are being indexed properly: Take the following URL ( and replace the text at the end with your own website. For example, reviews for could be accessed at “”. If everything is working properly, your results should look like the below:

Screen Shot 2016-04-14 at 5.27.51 PM


If your reviews are not being indexed correctly, you will receive the following:

Screen Shot 2016-04-14 at 5.28.22 PM

Remember, only reviews collected through a select group of pre-approved vendors will be considered for display in AdWords. If you are using a vendor from this list and your reviews are not being indexed, you should contact your vendor for support.

Converting Shoppers During the 2014 Holiday Season

Some say it’s the most wonderful time of the year, but in digital marketing land, we can all agree that it’s at least the most hectic time of the year. The holidays are upon us, which means it’s time to prepare for maxing out conversions on the most profitable days of the retail year. Brace Yourselves: The Holidays Are Coming

Since this time can be so overwhelming, we've wrapped four early holiday presents for online retailers and marketers. Don't forget to unwrap slowly and savor each gift!

1. Google has provided a handy online holiday shopping calendar.

Check out what last year's shoppers were doing at this time of year. You're welcome.

google holiday 2013

2. Make promotions obvious, and put them everywhere.

Customers are ready to spend money. Try not to spend a huge amount of energy on how masterfully-crafted or strategically-placed your promotions are. Unlike the rest of the year, shoppers will be looking very specifically for deals on your site, so the more obvious and ubiquitous they are, the better.

3. Don't neglect the entire conversion funnel.

This is one mistake that is easy to make. So much time is spent on strategizing and creating holiday creative that thoroughly checking the entire conversion funnel is often overlooked.

Remember: most online retailers will have deals, including your competitors. This is a time when you're more vulnerable than ever to losing a customer to the competition if the entire process from landing on the site to checking out isn't a smooth ride. Checkout forms can and do have bugs. Editing a shopping cart should be as easy as tossing an item out of the cart at a department store. Are your most profitable items the easiest to find on product listing pages? Walk through the whole process dozens of times on your site, and have others do it, too. You could be missing some key opportunities to secure transactions.

4. Turn these would be one-time shoppers into lifetime customers.

Your store is worth more than a 50% Cyber Monday discount. This is a good time to reflect on what value you bring to a customer. Why should they not only love that jacket they got for 50% off on your site, but also love you? We're existing in a time when the online shopping landscape is dominated by some key players like Amazon, so online retailers are looking at how to carve their own space by forming relationships and community with their customers.

Your customer service should be the absolute best, and not just because you want to use it as a trust value on your site.

Your site should be a hub of activity. Infuse personality and community into your site to a level that is appropriate for your audience. Social media helps gain a following, but you're going to make the money on your website. Bring the community there.

Create a story, and invite customers to be a part of it. Many shoppers today crave authenticity and entertainment. You have a chance to reach them at this level and be their peer. It's so easy to throw some products up on a website, but how do you make those products so relevant to your customer that they have no choice but to buy and come back?

Happy Holidays

There you have it: four gifts from Delegator to you this holiday season. It's time to see this holiday season differently from the past. You know the opportunity is there. We'd be happy to come on the ride with you if any help is needed, but if not,  happy holidays, and may the coupon codes be used aplenty.

4 Best Practices For User Testing Your Website

So you've built out a new website or landing page, and you're excited to show it to the world. Your colleagues, friends, and family think that your new creation is awesome - and you're feeling pretty good about yourself. You're thinking that you might be ready to launch..



Here at Delegator, we preach the gospel of thorough and unbiased user testing. In fact, we have distilled our approach to using a singular partner (most of the time) that we really enjoy working with, because they have a great platform:

Simply signing up for their service, however, isn't enough to get you the actionable data you need to properly optimize your new site.

Here are four best practices that will allow you to user test efficiently and effectively:

Get involved in, first hand, user testing videos AND analysis sessions:

User testing is one of the most important pre-launch protocols.  If you are a decision maker, there is no substitute for first hand consumption of user testing content.  If you pass the task off through multiple degrees of separation, you are opening yourself up to multiple layers of bias. Instead, consume the user tests first hand to see for yourself EXACTLY how people interact with your site.

Do not make definitive conclusions based on just a couple of user tests:

Although you may feel that a random user test is providing you with a goldmine of actionable data, temper your eagerness to make changes with the understanding that one or two tests are not statistically significant relative to hundreds of site visitors.  If multiple users tests start revealing similar faults or potential enhancements, AND your team agrees with said faults, you should probably feel safe making that change.

Find the right balance between instruction specificity and freedom:

Unless you want your user tester to be floundering around the site with no clear direction, be specific in dictating to the tester who they are, and what their goal is.  Don't, however, instruct them on every step they need to take to reach the goal.  You want your user tester to best emulate your actual customers.  You, unfortunately, won't be able to instruct each customer on how to use your website step by step, so take that into account during your session setup.

Use the convenient annotations feature of for efficient & effective sharing:

You'll want to share the user testing intel with your team members.  Since the tests are delivered in the form of a narrated video and can often be quite long, take a pass through the videos and annotate the important revelations.  This way, other team members can quickly scan the video and watch the important parts where your tester might be stumbling, or (hopefully) completing tasks with ease.

Delegator is an official partner of and can help you set your account up,  work through your testing, and analyze the tests to form actionable recommendations.  Contact us here if you would like to learn more!

10 Interesting Ecommerce Facts & Trends

The ecommerce industry has become a major part of worldwide consumerism and is now baked into popular culture and daily life.  Companies like Amazon and Ebay are household names and often the first choice when something - anything - needs to be purchased.

Estimates place worldwide ecommerce sales at $1 trillion in 2012, a 26% increase from the previous year.

With ecommerce representing such a massive money-making opportunity with relatively few barriers to entry, it is no surprise that this industry experiences more disruption than many others - often leading to wild swings in consumer trends.

Here are 10 interesting facts and trends about ecommerce that you may not currently know:

  1.  Pizza Hut was one of the first major brands to experiment with online commerce, starting in 1994.Pizza Hut - Welcome to PizzaNet!
  2. Ecommerce is predicted to represent 10% of all US retail by 2017.
  3. North Dakota, Connecticut, and Alaska lead all US states in ecommerce sales per capita.
  4. India is home to the fastest growing ecommerce market, and France is experiencing the slowest growth.
  5. 80% of the online population has used the internet to make a purchase, and 50% of the online population has purchased online more than once.
  6. 'Apparel and Accessories' is the fastest growing ecommerce sector of the 9 major categories.
  7. Although it launched in 1995, Amazon wasn’t able to turn a profit until 2003.Amazon's First Gateway Page
  8. 26% of all products added to cart are abandoned and never purchased.
  9. 44% of smartphone users admitted to “show-rooming” - They browsed products in brick-and-mortar stores, picked what they liked, then purchased online.
  10. During the third quarter of 2012, $4,423 was transacted via Paypal, per second.


The Science of Digital Landscapes

Calm down, reader. We're not telling you to go out and buy goggles and an Erlenmeyer flask (but you can if that makes you feel fancy). The science of digital landscapes is grounded in one simple method: testing. As elusive as website testing may seem, it's a method with important foundational principles.

A/B Testing

Maybe you've known for years that your company should be testing its webpages, but you don't know where to start. Some testing tools that are marketed as easy-to-use quickly turn complicated, and sometimes they don't allow the full spectrum of testing that you're looking for. In our experience as a digital marketing agency, platforms for testing are ever-evolving, but throughout our years of testing we've established some staple principles and approaches that anyone looking to improve their digital presence should follow.

1. Annotate Everything

Even if you don't know what to do with Google Analytics data, annotations are a crucial piece to both effective testing and keeping track of your website history. If you ever think, "Should I annotate this?" the answer is usually, "Yes." We often dig into old data looking for trends and would never be able to identify what kicked traffic up or down without a stream of relevant annotations. Screen Shot 2013-08-13 at 6.40.38 PM

2. Measure Results

With annotations in place, all you really have left is interpreting the data between and through these annotations. Figuring out what's really going on with your site and attributing that to a cause will continue the beautiful cycle of testing. Maybe you changed the color of a button, and suddenly navigation to the page referred from the button click drops off. This information is just enough to start back at square one and try a different approach.

3. Form Realistic Hypotheses

Sometimes it's hard to know what to test. As much as possible, let the data dictate what you test. Look for data drop-offs and low-engagement page elements. Rework huge eyesores, like walls of text and jarring readability roadblocks. Once you're in the regular practice of measuring results, you'll find yourself quickly collecting a pool of what to test and how to test it.

As a general rule, avoid forming hypotheses with "best practices." Your site users are your own, and they don't belong to A-list marketer/blogger Joe Schmo who wrote that post about always including purple unicorns in the footer. Nothing can inform what's best for your site like your data does.


"How long should we test this?" I dub this the question of the year, every year. My response: "Until the data is statistically significant enough to draw a conclusion."

Not everyone is a statistician. That's okay. Just make sure you've got one on hand to check your conclusions. Interpreting data is not necessarily easy, so it's best to leave any complicated analysis to the ones who can measure statistical significance.

5. Accept When You're Wrong

Hypotheses are going to be wrong. Many tests will show you that you didn't have it all figured out after all. Don't let this make you feel like a failure, or like you don't know your market well enough. There are too many factors outside of your control for you to always have a handle on how things should pan out. Being wrong in your assumption will ultimately land you on what does work. Let testing teach you about your audience. Relationships are hard!

We at Delegator know as well, if not better, than anyone else how difficult the entire testing process can be. We try our best to stick closely to these core principles and attitudes that we know will carry us through the frustrations, and, consequently, we land on many victories. Go ahead and make some adjustments. Approaching website improvements scientifically should alleviate some fears and uncertainty, and it's best to remember that your website can ALWAYS be improved, no matter how great you may think it is. Just ask the data.