Velocitize your web marketing

Author Archives: Mike Fleming

Mike Fleming

Mike Fleming stays on top of the latest strategies in Paid Search and Web Analytics to make sure every campaign he manages for Pole Position clients brings measurable, profit-maximizing value to their company and their website visitors. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a beautiful, sweet, caring and admirable girl who threw a snowball at him one day…then married him. Read Mike's full bio.

Follow Mike:

Twitter LinkedIn Google+ 

5 Website User Experience Mistakes That Hurt Your Bank Account

Most business owners and executives want their businesses to grow. In order to do that, (let’s talk basic accounting) the total amount of deposits has to consistently exceed the total amount of withdrawals, or else the business is just treading water; or maybe even drowning. In this day and age, websites are one of the tools that can ultimately determine which direction your business goes. While it may not make or break all businesses at this point in time, it’s certainly critical for most. Profit Loss Sheet What I’d like you to do for the next few minutes is to think about your website like you do your balance sheet. But, don’t just think about the numbers or how much the website costs to maintain versus how much revenue you can directly tie to it. Take it back a step. Take it all the way back to the user experience, because this is where it starts. Think about how a user’s experience with your website affects their relationship with your brand. Because when it comes to the numbers, the user experience is the cause. The numbers are just the effect. Continue Reading


Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

Mike Fleming

Mike Fleming stays on top of the latest strategies in Paid Search and Web Analytics to make sure every campaign he manages for Pole Position clients brings measurable, profit-maximizing value to their company and their website visitors. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a beautiful, sweet, caring and admirable girl who threw a snowball at him one day…then married him. Read Mike's full bio.

Follow Mike:

Twitter LinkedIn Google+ 

Avoiding Website Navigation That Makes Users Never Want to Come Back

In my experience, grocery stores are one of the most frustrating places I go. I really try to avoid going at all costs. Why?  Because when I go, I’m usually looking for unusual ingredients for something special my wife is planning to make. She sends me there for things like ground red pepper, evaporated chicken broth, rare beans or chopped green chiles. If I were going there for some milk, then no problem, because I know they always put the milk in the back corner of the store. But when I (the non-frequent grocery store user) go for unusual items, I have no idea where these random things are located (the frequent shopper who’s been up and down the aisles hundreds of times might). Anybody with me?! Can I get an amen?! Continue Reading


Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

Mike Fleming

Mike Fleming stays on top of the latest strategies in Paid Search and Web Analytics to make sure every campaign he manages for Pole Position clients brings measurable, profit-maximizing value to their company and their website visitors. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a beautiful, sweet, caring and admirable girl who threw a snowball at him one day…then married him. Read Mike's full bio.

Follow Mike:

Twitter LinkedIn Google+ 

Improve Your Website By Getting Beyond Who’s Right and Wrong

In my efforts to help businesses improve the conversion rates on their websites, I hear objections ALL the time. Behind the objections, I have observed fear (about how the changes will perform), offense (because they think I’m implying their work isn’t up to snuff) and procrastination (because they want to avoid the scary world of testing). A few factors that I’ve seen contribute to this include:
  • Stakeholder’s opinions about what will work best for a particular site or page within a site are usually strongly held, whether it’s because it’s what they like themselves or what they believe as a professional.
  • Stakeholders are emotionally attached to their work.
  • There’s a lot at stake for everyone when it comes to the performance of the website.
The resulting situation can get messy. It typically involves arguments over opinions about what to do with the site in an attempt at improvement. But this kind of activity can be damaging to your team’s relationships. Continue Reading


Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

Mike Fleming

Mike Fleming stays on top of the latest strategies in Paid Search and Web Analytics to make sure every campaign he manages for Pole Position clients brings measurable, profit-maximizing value to their company and their website visitors. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a beautiful, sweet, caring and admirable girl who threw a snowball at him one day…then married him. Read Mike's full bio.

Follow Mike:

Twitter LinkedIn Google+ 

Less Is More When Writing for Landing Pages

Yes, I know why you include so many words on your marketing landing pages. It’s because you really, really, REALLY want your visitors to get it. You want them to understand all that it is you have to offer them and how choosing to do business with you is really going to change their lives. You want to use all of the information you can to persuade them to stick with you, to continue on the journey to being your customer. Problem is—they don’t read them. I know you worked hard on it, and I’m sorry. So, what do you do now? Throw it all away? Doesn’t there need to be some explanation about the page and how the user will benefit from continuing on? Why, certainly yes. Your pages must still persuade users to work through the conversion process. But, they must do so in ways that fit with how people use the web. It’s time to get out that “red pen” and make a couple of changes; namely employing a less-is-more approach. Continue Reading


Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

Mike Fleming

Mike Fleming stays on top of the latest strategies in Paid Search and Web Analytics to make sure every campaign he manages for Pole Position clients brings measurable, profit-maximizing value to their company and their website visitors. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a beautiful, sweet, caring and admirable girl who threw a snowball at him one day…then married him. Read Mike's full bio.

Follow Mike:

Twitter LinkedIn Google+ 

Website Usability Tips for How People Use the Web

Last time I shared here, I established that a major problem affecting your site performance is that (because you designed or contributed to or commissioned and approved the site) YOU don’t have to think when YOU use the site because YOU know what everything means, how everything is supposed to work, where everything is located and where every click is supposed to go. Your visitors are left to interpret things that you already know the interpretation for. A second major problem affecting your site performance is that you designed it for people who use the web in a similar fashion to how a straight-A student would study for a final exam; mulling over every last detail of information presented for fear that a question will be on the test regarding information skipped over. I don’t have exact numbers, but the amount of people that use the web in this way is—close to none. Continue Reading


Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

Mike Fleming

Mike Fleming stays on top of the latest strategies in Paid Search and Web Analytics to make sure every campaign he manages for Pole Position clients brings measurable, profit-maximizing value to their company and their website visitors. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a beautiful, sweet, caring and admirable girl who threw a snowball at him one day…then married him. Read Mike's full bio.

Follow Mike:

Twitter LinkedIn Google+ 

How to Make Your Website Easier to Use (and Improve Conversion Rates)

Web usability expert Steve Krug starts off his popular book on the topic with these words: People often ask me: “What’s the most important thing I should do if I want to make sure my Web site is easy to use?” The answer is simple. It’s not “Nothing important should ever be more than two clicks away,” or “Speak the user’s language,” or even “Be consistent.” It’s “Don’t make me think!” Continue Reading


Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

Mike Fleming

Mike Fleming stays on top of the latest strategies in Paid Search and Web Analytics to make sure every campaign he manages for Pole Position clients brings measurable, profit-maximizing value to their company and their website visitors. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a beautiful, sweet, caring and admirable girl who threw a snowball at him one day…then married him. Read Mike's full bio.

Follow Mike:

Twitter LinkedIn Google+ 

Universal Analytics: A New, Free and Better Way to Work With Data

upgrade

Google’s Universal Analytics (UA) is a more flexible alternative to a standard Google Analytics account; making it easier to customize account settings and providing a new opportunity to collect data that a standard account doesn’t automatically collect (like data from any digital device).

Do it now, or have them make you do it later

Google just launched a two-step process for upgrading your existing properties from Classic Analytics to Universal Analytics (called the “Upgrade Center”). It’s starting to roll out in the Admin section of all accounts. Once you see it there, you can go ahead and complete the upgrade. Apparently, any properties that don’t initiate the transfer will be auto-transferred eventually, but there are no details as to when this will happen (sometime in the “coming months”). Therefore, you might as well go ahead and do it now, as long as you don’t use the dc.js JavaScript and related features (Remarketing, Google Display Network Impression Reporting, DoubleClick Campaign Manager Integration, and the Google Analytics Demographics and Interest Reports). If you need to use these, wait until dc.js is supported. Continue Reading


Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

Mike Fleming

Mike Fleming stays on top of the latest strategies in Paid Search and Web Analytics to make sure every campaign he manages for Pole Position clients brings measurable, profit-maximizing value to their company and their website visitors. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a beautiful, sweet, caring and admirable girl who threw a snowball at him one day…then married him. Read Mike's full bio.

Follow Mike:

Twitter LinkedIn Google+ 

The First Step to Better Homepage Design

your homepage is like beachfront real estate
Your homepage is like beachfront real estate. Everyone wants a piece of it! [tweet]
It’s common knowledge that in general the homepage of any site is the most important page. Usability professionals have called it the “beachfront real estate” of any website. The big obstacle we run into with this though is that, of course, everyone wants a piece of it! Because this is the case, your homepage design just might be overrun with content competing for user’s attention. If you can find it in yourself to admit it, this is probably limiting its ability to allow your customers to service themselves with it—which is costing you money. After all, the homepage is many times a customer’s first impression of your site and the company behind your site. Continue Reading


Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

Mike Fleming

Mike Fleming stays on top of the latest strategies in Paid Search and Web Analytics to make sure every campaign he manages for Pole Position clients brings measurable, profit-maximizing value to their company and their website visitors. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a beautiful, sweet, caring and admirable girl who threw a snowball at him one day…then married him. Read Mike's full bio.

Follow Mike:

Twitter LinkedIn Google+ 

Yeah, But…Our Site Converts Just Fine

Yeah, But... It's time to bring your business up to speed Really?!?! How do you know that? Did all of your “yeah, butter” competitors all share their conversion rates with you? Even if they did, how do you know what’s good and what isn’t? If by “fine,” you mean you’re making a profit, then great. But, is that all you want, just to be “fine”? A 100% conversion rate just doesn’t exist, no matter what you do to your site: Some will say yes, some will say no and then some will say maybe. It’s that last category of site visitors that can have a major impact on future business growth. Continue Reading


Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.

Mike Fleming

Mike Fleming stays on top of the latest strategies in Paid Search and Web Analytics to make sure every campaign he manages for Pole Position clients brings measurable, profit-maximizing value to their company and their website visitors. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a beautiful, sweet, caring and admirable girl who threw a snowball at him one day…then married him. Read Mike's full bio.

Follow Mike:

Twitter LinkedIn Google+ 

Yeah, But…It’s So Easy to Run PPC Campaigns

Yeah, But... It's time to bring your business up to speed We hear this going through business owners’ and marketing executives’ minds a lot when presenting the idea of managing their PPC campaigns for them. Many of them seem to have a fear of allowing someone outside of their organization (or maybe even someone on the inside) to take over control of something they may feel they already have control over. This is an understandable feeling, especially if their campaigns are making a profit. They most likely feel that since they’ve built something that’s working, why risk having someone else mess it up? Combine this with the fact that PPC platforms have put forth a lot of effort to make it easy for anyone to set up campaigns, and you can see why it might be hard to believe that letting someone else manage your PPC campaigns (while paying them a fee) is necessary. [tweet] Therefore, they become yeah, butters. Continue Reading


Buy The Best Damn Web Marketing Checklist, Period! and download the cheat sheet.