LaterPay offers first paywall platform for AMP pages

AMP (accelerated mobile pages) is designed to deliver publishers’ pages quickly on mobile devices, but the stripped-down format lacks functionality in some areas.
This week, the German-Swiss online payment infrastructure provider LaterPay is releasing what it says is the first AMP-enabled paywall and subscription platform, called AMP Access.
While there are other custom solutions, such as from The Washington Post, LaterPay CEO and founder Cosmin Ene told me he is unaware of any other out-of-the-box offering.
[Read the full article on MarTech Today.]
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The evolution of phone marketing

In the beginning, there was the Motorola DynaTAC 8000X. And it was not good. By 2017 standards, it was barely a phone. Virtually zero coverage, a price tag that translates to almost $10,000 of today’s dollars, and completely devoid of apps. It also had a 10-hour charge time that only translated into about a half-hour of use. Truly a pinnacle of technology.
From town criers to SMS
While 1983’s big breakthrough was a far cry from the iPhone X, it was a harbinger of things to come — a personal telecommunications device that could be carried outside the hardwired home. It took another 10 years to make cellphones that you could comfortably — well, somewhat comfortably — carry in your hand. And it would take a few more years still before the advent of the flip phone. Ultimately, it was almost 25 years after Motorola’s original mobile phone before smartphones appeared and mobile marketing as we now know it

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Live Chat Best Practices for Conversion Rate Optimization

As many as three-quarters of website visitors abandon their shopping carts, and nearly 50 percent bounce from your site. Wouldn’t it be great if you could “read” your website visitors’ body language while they are browsing – and better understand which visitors to profitably engage with and what they need to make those purchases? Think of the boost in sales!
The signals are there: One-third of online consumers who don’t complete their purchase say it’s because they wanted to engage with a live person first. Nearly half say that having a live person answer their questions during an online purchase is one of the most important features that a website could offer.
On October 12, join our e-commerce and conversion optimization experts as they explain how you can read your visitors’ intent signals — accurately and instantly — to optimize website conversion. They’ll explore how live chat can increase visitor engagement and sales, and how you can determine which

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How to solve the mystery of what your customers really want

How well do you really know your customers? If your company is like most brands, you already realize that you don’t really know them at all. In fact, a 2015 study from Aberdeen Group found that just 4 percent of organizations are fully satisfied with their ability to ensure data-driven conversations with their customers.
That’s a shockingly small number. And it’s also a huge problem, especially in today’s customer-first culture. Data-driven insights are the key to increasing customer satisfaction. If you don’t know your buyers, how can you really help them? That disconnect can very quickly translate into reduced ROI and decreased revenue for your business. That’s why it’s so important to incorporate data and analytics into every activity designed to support the customer experience. It’s simple math: better customer interactions equal superior business results.
So, if it’s so simple, why aren’t more companies doing it? What does it take to use analytics effectively, and how can you turn

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Google Data Studio now connects to Search Console

Google’s reporting and data visualization tool, Data Studio, now integrates with Google Search Console.
Search Console joins AdWords and Google Analytics among others as a data source for report building. Marketers can build reports that include only Search Console data, or combine it with other sources to compare paid versus organic traffic trends, for example.

Search Console metrics can be aggregated by either site or by page in the Data Source creation flow within Google Data Studio by selecting either “Site Impression” or “URL Impression”.
As of last week, users can build an unlimited number of reports in Google Data Studio. The email used for the Data Studio account needs to have access to Search Console in order to use it as a data source.
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5 A/B testing resolutions you should embrace in 2017

A year’s beginning is the most ambitious of times for teams and businesses — lots of reflection, planning, strategizing, revamping approaches, right? To get you off to a good start, we have listed five A/B testing resolutions that should take in 2017.
A/B testing is a relatively young practice, yet it only takes a Simple A/B Testing Guide and an intuitive A/B testing software to set up the basic process. But it takes a little more deliberate obsession and expertise to squeeze out meaningful results and make decisions that can translate website experiments into business revenue.

Stop running A/A tests

In an A/A test, the same page is tested against itself. A/A tests are run to check if an experiment is set up right and if it’s working. It’s concluded that only if the variations “A” and “A”  in the test get an equal response from visitors, the experiment is running all right.
A/A tests are a waste of precious

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Domain Level Metrics’ dashboard aggregates metrics from Moz, SpyFu, SEMRush & others

An Austin, Texas-based startup is offering a new dashboard showing all the aggregate metrics from the APIs of selected search and web site analytical tools.
Domain Level Metrics has released a beta of its tool for mining aggregated metrics. It currently provides all the API aggregate data, updated daily, from marketing analytics provider Moz, search analytics firms SpyFu and SEMrush, and web stats provider Alexa.
By the end of the year, CEO and founder David Sheeley told me, the company will add search marketing tool providers Majestic and Ahrefs, and Alexa competitor Similar Web.
[Read the full article on Marketing Land.]
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SMX Advanced recap: Lies, Damn Lies, and Search Marketing Statistics

At SMX Advanced 2016 in Seattle, Adria Kyne, SEO Manager (North America, Australia, and New Zealand) for Vistaprint, gave a presentation on doing search marketing testing — or any kind of marketing testing — that provides valid results.
Kyne made the point that by not understanding the importance of validity of sample size, we often end up unintentionally lying to ourselves, and we may actually “prove” the opposite of what we think our tests are showing.
Adria Kyne, Vistaprint
Common problems with marketing testing
We need to start with understanding the point of our testing:

We want to know what is really happening when people visit our site.
We want to be sure we can use the results to predict likely future behavior.

We also need to understand the basics of hypothesis testing:

We want to know if the variation we are testing is better, worse or the same as the original.
We don’t want to see a positive outcome that isn’t really there (a false positive, or Type I error).
We don’t want

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True performance baselines & ROI for SEO without attribution modeling

It’s an old trope of the Search Engine Optimization industry that SEO is the channel with the greatest return of any online marketing channel. But, given Google’s increased ability to identify and penalize sites employing poor-quality link-building practices, my experience in the new business trenches with QueryClick (my employer) tells me that many agencies today are failing to deliver return for their clients. And, in some cases, they report fantastic ROI figures despite presiding over declining organic traffic!
If you oversee SEO and want to get a true picture of your (or your agency’s) real return on investment improvement, what criteria do you need to use? Though this is a seemingly simple question, it’s a very important one to ask because SEO truly can — and should — be at the very core of your online marketing strategy.
So, what is my baseline?
Again, a seemingly simple question with an obvious answer: year-on-year improvement in revenue from the channel (independent

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Google has measured 1 billion+ store visits from AdWords ads globally

To help close the online-to-offline attribution gap, Google introduced store visits tracking and measurement in AdWords in December, 2014. Since that time, the company says, it has measured more than 1 billion store visits globally in its effort to show the impact of online advertising on in-store traffic.
In addition, AdWords store visits measurement is now available to 1,000 advertisers in 11 countries, including automotive dealers, Google announced at its annual Performance Summit on Tuesday.
In one case study cited during the event, Nissan UK found that 6 percent of mobile ad clicks — both brand and non-brand — led to a dealership visit. In another, Seven & i Holdings found that 10 percent of mobile searches led to a store visit in Japan.
In April 2015, Google had shared that US retailers saw 10 times more conversions from mobile search ads, on average, when they accounted for store visits. Advertisers in the US travel and auto verticals saw 2 times higher conversions when store visit data was included.
For

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