Acquiring new business is a critical function of web analytics and tracking, but equally important is maintaining existing customers and growing their lifetime value. Integral to that is measuring and drawing insights from how they interact with your corporate website, and then intelligently using this information in email marketing campaigns. This recent article from BtoBonline.com illustrates this relationship perfectly. The first point brought up? Rethink relevancy. While it's possible to determine what is relevant to your subscribers and customers simply by monitoring their email open history, it's much easier to understand what your customers consider relevant (and more importantly, irrelevant) by monitoring... Read More

Few things put customers as at-ease with using a brand as a testimonial from another customer. Some studies peg the boost to conversion rates at as high as 200%, though most caution that a 25-50% increase is more likely. With these kinds of numbers, marketers should be leveraging every opportunity they have to add "social proof" to their conversion process, and a good number of them have. According to the Marketing Sherpa Landing Page Handbook survey of marketers, on a scale of 1-5, marketers rated customer reviews a solid 3.5 for effectiveness.The big caveat to the testimonial subject is that as the trust level of the testimonial decreased, so did the boost to the final conversion rate. Trust, when it comes to product and service... Read More

Search, analytics and email have all played enormous roles in revolutionizing the e-commerce business over the last 10 years. Online retailers have especially benefited from the influx of search traffic and the rise and continued dominance of email, since both of these channels create lucrative opportunities for marketing and sales.Havaianas, the international flip-flop phenomenon, has been using email as a marketing tool since the launch of their website in 2007. The footwear company was initially looking to increase conversion and engagement, but they quickly saw an opportunity to use email and analytics to decrease website drop-off and improve overall shopping cart abandonment.Their hard work has paid off and the results have... Read More

STERIS Corporation isn't new to online marketing. They've been utilizing search, analytics and email since 2008 to increase RFQs (request for quotes) through Endai's proprietary Playbook™ methodology - a process that has generated $45 million worth of opportunity to date. But, STERIS wanted to build more of a focus on customer retention to make sure that they were providing the best customer service possible to their customers. With the 24/7 nature of online, customers are always connected to your brand and the window of time that's deemed acceptable to respond to customer service queries and issues is quickly dwindling. Where a week was once a standard time frame to respond to a customer problem, many people expect a response... Read More

Many times it can be difficult to estimate the benefits of using search, analytics, and email for B2B businesses. Surely high ticket items that range into the hundreds of thousands of dollars and have long sales cycles don't have a process that begins online. Or do they?Many B2B companies are surprised at the amount of search volume that comes in each month, stemming from the research that prospective buyers are initiating online. Search doesn't have a price cut-off, and the opportunities that result from these search queries can make a huge impact on a company's bottom line.Just ask Midmark. The healthcare manufacturing company saw such an opportunity in early 2011 when they hired Endai to help generate and nurture leads through... Read More