Glen Alsup - Viewmark.  How many people use Qualitative and Quanatative research in the SEO/SEM?

Human behavior is bound by the context is takes place in. 

Qualitative versus Quantitive

• Study the behavior
• Usability - extent that a product can be used to get from point A to point B
• Obvious stuff such as common sense, familiarity, navigation, simplicity, response time, no surprises, feedback, broken links and images, leverage adopted techniques, signs and maps, don’t make people think - make them find stuff they are looking for easily, provide visual cues of where the viewer is at.

Qualitative Analysis

• finding the furstration (27% could solve their problem the first time we tested on a client).  It took a long time for the site to load (this was shown during a movie during the session).
• 1st pass, 27% success rate.
• 2nd pass, 53% success rate, 1/5 the clicks. solved by changing the usability of the site.

General Concepts

Media Equation: Byron Reeves and Cliff Nass (30 years of research).  "Design systems with the same qualities you’d like in a human being.

The cost of storage has decreased and the amount of information we can process has increased and we can collect much more data an analyze it (clickstream data included).

The Sales Funnel and Aligning Responses

• impressions
• clicks
• stickiness efforts
• repeat visits
• engagement offers
• calls to actions
• contact or call back
• orders
• repeat visits
• repeat order

As the customer goes through the website and we can extract data and correlate it to segment it.   Will they cough up the data?  What about Funnel Drop offs?  Delay requesting personal data as long as possible.

Marketing Scorecard

Align ROI from different sources to create a scorecard.

Quantitative Analysis - Baby Einstein vs Shirts Off My Back (2 companies)

• 15% conversion average sale 45 dollars average COGS 6 bucks unit mktg lses than 4.85
• ~1% conversion for Shirts Off My Back

For Baby Einstein - the issue is just getting more visitors in the sales funnel - not the same for Shirts off my Back.