Brian Massey (Conversion Sciences): is Google leading online shops in the wrong direction?

Brian Massey Conversion SciencesThe 10th anniversary edition of GPeC was amazing right from the start and down to every awesome practical keynote featured. We had the pleasure of having fantastic speakers on stage at GPeC, most of them for the first time in Romania on this occassion. Brian Massey (Conversion Scientist Conversion Sciences) was one of the top notch speakers that we had the pleasure of having on stage at GPeC Summit November 2015 and his keynote was controversial and enlightening right from the title “Is Google Scaring Businesses into Bad Redesign Decisions?“. 

After the keynote, Brian Massey was interviewed by our colleague – Raluca Radu (Digital Marketing Consultant) – and shared some more practical tips and tricks, which we hope you’ll find useful. According to the interview, Brian Massey’s keynote was focused on the central idea that Google is leading businesses in the wrong direction with its recent 2015 Mobilegeddon. In Brian’s opinion, because of the panic generated by this new Google algorithm, businesses have hurried into redesigning their desktop websites in order to ensure they have responsive design. From Brian Massey’s point of view, this is not good, because the desktop website may be good and may be generating revenue as it is. Therefore, the solution Brian proposes is to have completely separate versions for mobile and desktop and to focus on their structures and designs independently. In Brian’s opinion, mobile apps are a totally different matter and they are most appropriate for the loyal customers of a business and it should focus on certain special features for these loyal customers.

We asked Brian what the perfect digital marketing budget mix should be in his opinion and his answer was that this split depends mostly on customer lifetime value information which you can see best in Google Analytics. Brian thinks online shops should look at customer lifetime value compared to new visitor lifetime value and if the lifetime value is close to the new visit value he would work on loyalty marketing. On the other hand if the business has repeat customers, then it is best to focus on client acquisition.

As far as working with consultants is concerned, Brian things that online shops can choose whichever option, however consultants are definitely slashing the learning curve for businesses and can save your online venture precious time. Brian also recommended some tools for e-commerce businesses and online marketing enthusiasts: Google Analytics and Adobe Analytics are obviously the basics, but CrazyEgg for click tracking is also a must in his point of view and also a session recording tool is definitely important. A split testing tool is definitely a must-have if you want to make changes to the website and see if more people buy due to these changes and Brian recommends Marketizater, Optimizely and Visual Website Optimizer.

You can watch the whole interview and more useful conversion optimization and online marketing tips from Brian Massey below:


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