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Archive for April, 2012

WordPress Tips and Plugins

Wednesday, April 25th, 2012

Alright WordPress User’s

Here are the top 5 WordPress Plugins that we recommend:

Each one of these plugins can be of great benefit to your blog or WordPress web site.

Google Analytics for WordPress
We have found that the Google Analytics for WordPress plugin integrates easily with most versions of WordPress. Simple to setup as well, all you need to do is register your site with Google Analytics and you will be issued a UA-XXXXXXX-X number you then type this number into the plugin and authorize it and your done. You now have custom statistical information about your web site. It can take several days for the information to become available at your Gooogle Analytics account.

Goolge XML Sitemaps
Another plugin that works effectively and is easy to install in most WordPress versions; this will not only create your XML sitemap, but it will also submit your XML site map to Bing, Ask, and Google. In addition it will also create your robots.txt file. This is a great method for updating the search engines about your web site or blog and the changes that you make.

JetPack by WordPress
This plugin is kind of what you would call in All-In-One Plugin. It does quite a few different things but it is built all into one plugin which makes management of those features quite easy to control. It allows social connections with Facebook, Twitter, and so on with all of your post or pages. Jetpack also has stats all it own, you can configure a backup of your web site. You can use different widgets in-conjunction with the plugin so you can post your twitter stream, or have people to subscrive

WordPress Backup to Dropbox
We would not install or use a WordPress web site or blog for a customer without having this plugin installed. It makes a full and complete copy of your site and all of its files. You can schedule the backup for the day of the week and the time and how often the backup occurs. It also stores a copy of your entire database as well. This is a must have utility for anyone wanting to use WordPress.

WordPress SEO
This is an self contained search engine optimization and registration plugin that allows you to tie in titles, meta-descriptions, meta-keywords, as well as submit your XML sitemap, and will assist you with techniques for optimizing your blog post. NOTE: Please be careful when using these plugin in conjunction with each plugin above. Some of the plugins do the exact same task and other ones only do a portion.

If you would like further information or would like to discuss  your web site or web application. You can schedule a Free consultation with Mojoe.net. Please do not hesitate to call us at 864-859-9848 or you can visit our home page and fill out the form. Next Week we will discuss some WordPress Tips.

The Law of Shitty Clickthroughs

Tuesday, April 17th, 2012

The Law of Shitty Clickthroughs

The first banner ad ever, on HotWired in 1994, debuted with a clickthrough rate of 78% (thanks @ottotimmons)

First it works, and then it doesn’t
After months of iterating on different marketing strategies, you finally find something that works. However, the moment you start to scale it, the effectiveness of your marketing grinds to a halt. Sound familiar?

Welcome to the Law of Shitty Clickthroughs:

Over time, all marketing strategies result in shitty clickthrough rates.

Here’s a real example – let’s compare the average clickthrough rates of banner ads when debuted on HotWired in 1994 versus Facebook in 2011:

That’s a 1500X difference. While there are many factors that influence this difference, the basic premise is sound – the clickthrough rates of banner ads, email invites, and many other marketing channels on the web have decayed every year since they were invented.

Here’s another channel, which is email open rates over time, according to eMarketer:

While this graph shows a decline, the other graph (which I don’t have handy) is that the number of emails sent out has increased up to 30+ billion per day.

All these channels are decaying over time, and what’s saving us is the new marketing channels are constantly getting unveiled, too. These new channels offer high performance, because of a lack of competition, big opportunities for novel marketing techniques, and these days, the cutting edge is about optimizing your mobile notifications, not your banner placements.

There are a few drivers for the Law of Shitty Clickthroughs, and here’s a summary of the top ones:

  • Customers respond to novelty, which inevitably fades
  • First-to-market never lasts
  • More scale means less qualified customers
Let’s examine each in more detail, and then discuss the options for combatting this force of gravity in marketing.

Without a doubt, one of the key drivers of engagement for marketing is that customers respond to novelty. When HotWired showed banner ads for the first time in history, people clicked just to check out the experience. Same for being the first web product to email people invites to a website – it works for a while, until your customers get used to the effect, and start ignoring it.

One of the most important tools you have at your disposal is the creative and calls to action that you use in your marketing – this might be like “X has invited you to Y” or it might be the headline you use in your banner ads. Recently, Retargeter posted an interesting analysis on the Importance of Rotating Creatives, which showed how keeping the same ad creative led to declining CTRs over time:

Publishers often have a similar problem in consumers ignoring the advertising on their site, which drives down clickthrough rates for both of them (bad for CPMs). This problem is often described as banner blindness, and you can see it clearly here in an eye-tracking study by Jakob Nielsen:

You can see here how users, almost comically, avoid looking at any banners.

The point is, humans seek novelty yet are pattern-recognition machines. Your initial marketing strategy will work quite well as your users try it for the first time, but afterwards, they learn to filter your marketing efforts out unless they are genuinely useful (more on that later).

First-to-market never lasts
It’s bad enough that your own marketing efforts drive down channel performance, but usually once your marketing efforts are working, your competitors quickly follow. There’s a whole cottage industry of companies that provide competitive research in the area of how their competitors are advertising and give you the information needed to fast-follow their marketing efforts.

For example, with a quick query, I know how much Airbnb is spending on search marketing (turns out, millions per year) what keywords they are buying ads on, and who their competitors are. And this is just a free service! There are much more sophisticated products for every established marketing channel:

Airbnb Search Engine Marketing

  • Daily ad budget: $10,638
  • Keywords: 62,729
  • Example ad: Find Affordable Rooms Starting From $20/Day. Browse & Book Online Now!
  • Main competitors: Expedia.com, booking.com, hotels.com, Marriott.com

Any clone of their business can quickly fast-follow their marketing efforts and use the same ads in the same marketing channels. This quickly degrades the performance of the marketing channel as the novelty wears off and clickthroughs plummet.

Any product that is first to market has a limited window where they will enjoy unnaturally high marketing performance, until the competition enters, in which case everyone’s marketing efforts will degrade.

More scale means less qualified customers
Another important way to think about the available market for your product is in terms of the popular Technology Adoption Lifecycle, in which early adopters actively seek out your product, while the rest of the mainstream market needs a lot of convincing. The quant marketing way to look at this is that early adopters respond better to marketing efforts across any given metric (signup %, CTR, CPA) than the later customer segments. In the TAL framework, the early market seeks out novelty, whereas the mainstream market just cares if you solve a problem for them.

As a result, a marketing strategy focused on early adopters is bound to look better than what you get later. You can get some limited traffic from PR and targeted advertising from niche communities and media properties. However once you get past this group, the CTRs can drop substantially.

If you’re a SaaS or ecommerce company that’s road-tested your marketing strategy by acquiring limited batches of customers, the problem is that whatever assumptions and projections you make off of this base end up fundamentally skewed positive. If your model indicates that you can acquire customers at $10 and break even within 6 months, it’s not hard for a 30% increase in CAC and 30% decrease in LTV to double the time it takes to get to profitability. This could be the difference between life and death for a company.

Lesson to investors is: Beware marketing metrics done at a small scale, and beware marketing tech companies that facilitate momentary marketing opportunities without a bigger vision. These are arbitrage opportunities that will disappear over time.

How to fight the Law of Shitty Clickthroughs
I call it a Law, of course, because I really believe it’s a strong gravitational pull on all marketing on the web. You can’t avoid it, and in many ways, it’s counter productive to try.

You can always get incrementally better performance out of your marketing by taking a nomad strategy – always keep developing new creative, testing new publishers, and so on. That’s all easy, but is mostly about maintaining some base level of performance. This can push the Law of Shitty Clickthroughs to act over years rather than degrading your marketing efforts over months.

Similarly, this law provides a litmus test as to the difference between advertising and information. When you are marketing with useful information, then CTRs stay high. Advertising that’s just novelty and noise wrapped in a new marketing channel has a limited shelf life.

The real solution: Discover the next untapped marketing channel
The 10X solution to solving the Law of Shitty Clickthroughs, even momentarily, is to discovery the next untapped marketing channel. In addition to doubling down on traditional forms of online advertising like banners, search, and email, it’s important to work hard to get to the next marketing channel while it’s uncontested.

Sometimes I get asked “have you ever seen someone do XYZ to acquire customers?” Turns out, the highest vote of confidence I can give is, “No I haven’t, and that’s good – that means there’s a higher chance of it working. You should try it.”

Today, these (relatively) uncontested marketing channels are Open Graph, mobile notifications, etc. If you can make these channels work with a strong product behind it, then great. Chances are, you’ll enjoy a few months if not a few years of strong marketing performance before they too, slowly succumb.

Follow up to Lunch and Learn with Greenville Marketing Lab – Blogging, SEO, and Learning Greenville, SC

Thursday, April 12th, 2012
Deveren WerneJay Spivey and Kamran Popkin offered great advise on blogging and using digital magazines at yesterday’s Lunch & Learn! Thanks!!


Thanks to all who attended and presented at our Lunch & Learn at Ford’s Oyster House! I’m following the advice of Kamran Popkin, one of our speakers, who recommended blogging each morning while the coffee is brewing. Make blogging a habit, find your voice! Looking forward to our upcoming You Tub…
Useful links for Search Engine Optimization
  • Use Google Keyword Tool to create check your keywords and see how popular they are.
  •  Use Web Site Grader to analyze your site; its a free tool and if you search you can find other ones for analyzing your site
  • Check Link Popularity – If you are being linked to or are linking to other companies check their page rank to see how popular their site may be. The higher the page rank the potential for more of that traffic to visit your web site. You can check your page rank at Google Page Rank
  • Add Google Analytic s or Re-Invigorate – At Mojoe we use both of these tools Google is free and re-invigorate it $10.00 dollars a month. We do this so we can have cross comparison of analytical data for your web site.
  • SEO by Yoast This is a great plugin for WordPress
  • You can also check out one of our Blog posts that gives you a Step by Step checklist when designing and developing a web site

If you would like additional information on designing and developing your web site please check out our Blog.

Blogging, Digital Online Magazines and Improving Your SEO at Greenville Marketing Lab’s April 11 Lunch & Learn

Monday, April 9th, 2012

Greenville Marketing Lab will review the importance of blogging and how digital online magazines are helping to improve your company’s SEO.  Our guest panelists will share their passions for blogging, the various blogging platforms available, cool blogging apps for your smart phones, and the reasons you need to start blogging.  We will also learn how the world of publishing is dramatically changing with online, digital magazines gaining popularity and traction in the market place.

Our guest panel includes Kamran Popkin (creative director at Swag Club), Deveren Werne (president of Mojoe.net. and partner in Liquid Video Technologies) and Jay Spivey (founder, publisher and editor of Fete Magazine Greenville).  A brief bio of each follows:

Jay Spivey collaborated with several friends and founded Fete Magazine, a multimedia celebration of Greenville. An interactive monthly online magazine, Fete covers the art, music,social scene (and much more!) in Greenville using high quality videos and photographs, in addition to the written word.  Take a look at this month’s issue http://emag.fetegreenville.com/.  Jay and his team have brought a truly unique product to Greenville with Fete!

Fete Magazine founder, publisher and editor, Jay SpiveyJay Spivey, founder, pubisher and editor of Fete Magazine

Deveren Werne is a man of many talents, and one is blogging!  He even has blogging apps on his phone so he can post whenever and wherever he is!  Deveren is an owner and partner with Liquid Video Technologies and president and founder of http://www.mojoe.net/ . Deveren is our go-to guy for websites, and he is passionate about great photography, too!  He understands the impact that images and blogs have in helping the search engines find your firm first!

Deveren Werne, partner in Liquid Video Technologies and president of Mojoe.NetDeveren Werne with his wife, Jamie and partner in Liquid Video Technologies, Shawn Parcell

Kamran Popkin believes that swag is more than just a koozy with your logo printed on it. Swag Club, the promotional products firm founded by Kamran, is defined as “a mysterious and uniquely creative company” that takes the time to discover what your company message really is, and provide meaningful and creative methods to share the message.  Kamran is a prolific writer and blogger; check out his Swag Club blog on tumblr at http://swagc.tumblr.com/.  You will like what you read!

Swag Club's Creative Director, Kamran PopkinKamran Popkin, creative director at Swag Club

The practice of blogging is challenging for some…it is certainly a time commitment between thinking about topics, drafting, editing, and finally, publishing.  There are several tips that our presenters will share so that the world of blogging becomes second nature, and you begin to feel comfortable and eager to write for your company, helping to improve SEO.

Join us at Ford’s Oyster House and Cajun Kitchen, 631 South Main Street, downtown Greenville, SC 29601 at 11:30 to Lunch & Learn with Greenville Marketing Lab and our cool panel!  Sign up http://www.meetup.com/Greenville-SEO-and-Internet-Marketing-for-Local-Businesses/ here!


Greenville Marketing Lab partners, Wendy Lynam and Martha Winebarger, are passionate about helping local businesses develop successful and innovative strategies to help build their brand and improve their sales and profitability objectives.  Their shared belief of “bringing online and offline – face to face locally” is the cornerstone to their success.

Martha Winebarger and Wendy LynamGreenville Marketing Lab partners, Martha Winebarger and Wendy Lynam on a field trip

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