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Category: Digital Marketing

  • Allister Frost

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    Myth-busting: Calls-to-action Must Be Above The Fold

    The longer you work in any specialist field the more susceptible you become to placing trust in tried-and-tested rules and principles. Take the well-known fact that content placed on a website above the fold (that is in the top portion of the screen,  visible to all when the page loads) performs better than stuff below…

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  • Allister Frost

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    Cut-To-The-Chase Help When You Need It

    I’m occasionally asked if it’s possible to book a short consulting session with me to collect some quick answers or get help tackling urgent issues. This has always been difficult to arrange in the past but I’m pleased to announce a new way for you to get personal, cut-to-the-chase help from me over the phone.…

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  • Allister Frost

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    Colour and Brands Through The Ages

    (see what I did there?!) In the UK we call it ‘colour’ while our American cousins prefer ‘color’. However you write it, having an appreciation of how seeing different colours affects our mood is a great skill for every marketer. With a hat tip to my former Microsoft colleague Steve Clayton, here’s a delightful little…

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  • Allister Frost

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    The Worrying Truth About Cart Abandonment

    Cart abandonment, where an online shopper adds items to their basket but then fails to complete the checkout process, is one of the most common and frustrating issues facing ecommerce retailers. Carrying out a forensic investigation into why potential buyers leave before completing their transaction can yield valuable insights to streamline the shopping process and…

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  • Allister Frost

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    The Little Changes That Make All The Difference

    I’m indebted to ContentVerve.com for just publishing an outstanding collection of ten user interface design case studies that illustrate how the smallest changes can sometimes result in the biggest improvements. In one A/B test, simply changing one word on a call to action on a PPC landing page resulted in a 90% increase in conversion.…

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  • Allister Frost

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    The Science of Facebook Engagement (infographic)

    I’m often asked how companies can increase the engagement levels of their posts on Facebook. Sadly, there’s no silver bullet or one-size-fits-all solution, but there are plenty of studies that show the value of experimentation. And while it doesn’t offer any universally applicable answers, the infographic below may give you some fresh ideas for what…

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  • Allister Frost

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    5 Tips To Ensure Your Business Shows Up In Facebook Graph Search (eye tracking study)

    Facebook’s powerful new “Graph Search” feature is now being rolled out to users. To jump the queue you can join the waitlist at https://www.facebook.com/about/graphsearch. I’ve written previously about the rich—and sometimes disturbing—insights that the tool search feature will bring, but a new study by Mediative sheds light on how new users are actually using the…

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  • Allister Frost

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    Having Your Cake And Eating It

    A recent survey by GI Insight shines a light on our love-hate relationship with commercial messages within social media platforms. An overwhelming 92% of British consumers surveyed stated their wish to “keep advertising very separate from real chat”, while 82% said that they use social media a lot but don’t want it invaded by advertising…

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  • Allister Frost

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    Reasons to be Fearful – Facebook Graph Search

    Facebook’s new Graph Search (currently in Beta testing to limited users only) will eventually allow anyone to search data across the platform and precisely identify people with common interests. For example, if looking for a a companion for a lunchtime snack you will be able to instantly search for “friends who work at my company…

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  • Allister Frost

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    Top UK Online Marketing Bloggers

    People often ask me to recommend great digital marketing blogs they should read. I have my own favourites, hand-picked over the years according to the usefulness of the content they share. For every blog I keep following there are usually two or three I ditch because they fail to blog regularly or to a consistently…