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Tommy Walker
Works at ConversionXL
Attended New York Conservatory of Dramatic Arts
Lived in Dover, Nh
2,111 followers|82,696 views
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Community building is not the platform you use

This was a huge wakeup call published by +Richard Millington on the +Moz blog. 

So many areas of community - Influence, acceptance, history - can be taken for granted (I know I have) in favor of just trying to get people onto the same platform together. 

This is something I think people like +Ryan Hanley do really well with the +Content Warfare podcast and +John Lee Dumas does this well with Entrepreneur On Fire. 

Personally, I wish I had the bandwidth to do more of, but I know for sure a lot of the stuff that's in this post can be applied to what I do as a publisher. 

#communitymanagement   #customerexperience   #contentdevelopment  
The way we're approaching online communities is backwards. If we want to significantly increase the size and level of activity of our communities we need to cultivate a strong sense of community. Richard Millington, founder of FeverBee, will show you can use proven social science to build bigger, better, and more active communities.
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Make More Money With Smarter Upsells

Want to increase your revenues? Start recommending higher priced items. 

According to research by Predictive Intent (found on +Econsultancy) pure upsells generate 20x more interest & sales than the typical "recommended product" offers. 

Maybe that's why back in 2006, +Amazon.com reported a staggering 36% of their revenue came from cross-sales and upsales? 

Or how about headphone retailer +Skullcandy being able to increase it's overall revenue by 40% partly due to implementing personalized upselling with +Adobe Marketing Cloud? 

In this article, Tommy explores everything you need to know about upselling & includes examples from +Newegg, +Shopify +Nordstrom & more. 
If you want to increase Q2 Revenues & you don't have an upselling program in place, you need to read this.
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Think of your website as an interactive story

Are you getting people to go from point A to point B? 

This article from Marie Polli explains how visual design on a website corresponds to the AIDA marketing model & how to take advantage of it to get your visitors to take the actions you want. 
The four different media tools for communicating with your customer on the web are text, graphics, moving images and sound - that's it. Those are the only
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Use these lesser known Google Analytics reports to find insights for conversion optimization and test hypotheses.
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Here's something to think about...

"Conversion rate optimization", a phrase we throw around like "social media marketing" back in 2009, is nothing more than interactive storytelling. 

It's about getting people to turn the page and take the next step, so to speak. 

I think it's important to look at it this way, because from any other context, we remove that thoughtfulness from the process. 

Sure, so changing "Your" to "My" on the button gets more clicks, but can that more personal vibe, the "reflection" of your visitor, be worked into more of the page? 

How can you use those small findings and extrapolate out different things about the people who are visiting your site? 

How can that work before & after the click to make the story better? 

When I look for inspiration for conversion optimization, I often look to the industries where the "call to action" happens weeks or months after the initial "prompt" has taken place....

...Like a movie theater. 

Here you are, sitting in the dark & the trailer for the next exciting movie plays.

That trailer has between 30 seconds and 2 minutes to get hooked on the idea of watching this movie that plays anywhere from a year to 4 months from now. 

So, how do they hook you? 

For starters, they make sure the trailer is playing in front of a categorically relevant movie. It would be useless to play a trailer for The Notebook in front of The Matrix. 

But after that, they're using color schemes, music scores & imagery that invokes other similar, familiar, movie going experiences. 

How many times have you seen the trailer about the guy with the gun going to get retribution for the thing he stole. There was a car chase, and explosion & gunfire no doubt. 

These trailers are tested & perfected through a series of surveys and "user testing" to help fine tune what will ultimately become the major generator of revenue for the box office later. 

My point is, I believe more testers should adopt this mindset. Understanding it is a story, there has been exposure elsewhere, and that everything we do is just a small part in a much bigger story for most of our customers. 

I think with that perspective, you can make some serious changes & have an impact far greater than testing small button color & copy. 
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Alright +Ryan Hanley, you've got me convinced...

I'm going to give this Google+ thing a more honest effort.

I'll be honest, I don't like the idea of not being able to just link dump, but let's be real, social media should have never been like that in the first place, should it?

I'm interested to see what happens.

You say 30 minutes a day - You got it.

Question is, where should I be looking for good stuff?

Who are some cool people to follow? I want to embrace the platform, but I feel just a little lost at this party. 
 
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+Tommy Walker I'd be more than happy to introduce you to some people here. My business is web strategy, so my posts revolve around things like conversion optimization, email marketing, social, etc. But also general business and platform building (done with a personal twist). Lots of engagement in a somewhat targeted manner on my posts, so again, feel free to stop by and say hi, or let me know what other things are of interest to you so we can put you in touch with the right people.
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99% of people won't buy on the first visit

Deal with it. 

Shopping cart abandonment is a part of life, but it doesn't have to kill you. 
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Short term: I'm making sure I mention it whenever I promote the affiliate. 

Long term: I'm thinking about whether or not I can keep promoting them if it upsets enough readers. 

It's reasons like this I only promote affiliates if they have a 100% money back policy and excellent support staff. At worst it's a minor inconvenience for people to get a refund. 
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+Mitch Joel has some really amazing insights for fellow writers here

If you want to get serious about content, you should print this out and put it on your wall. 

And +Mitch Joel, you should turn this into a poster. Seriously. 

#contentcreation  
Are there rules for great writing when it comes to business? I am often asked where I find the time to write. I am often asked about why I write and publish so much content. I am often asked where...
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I love it! 
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Have him in circles
2,111 people
Art Jonak's profile photo
Thomas Koefod's profile photo
Work
Occupation
Editor of ConversionXL, Host of Inside The Mind
Employment
  • ConversionXL
    Editor, 2014 - present
    Edit, develop, iterate, strategize
  • Tommy.ismy.name
    Online Marketing Strategist, 2006 - present
  • Sellmytimesharenow.com
    Online Marketing Executive, 2006 - 2007
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Map of the places this user has livedMap of the places this user has livedMap of the places this user has lived
Previously
Dover, Nh - New York, New York - South Carolina
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Story
Tagline
Editor of ConversionXL - Host of Inside The Mind
Introduction
Hi I'm Tommy. 

I'm an Online Marketing Strategist and the host of Inside The Mind a fresh new show about Online Marketing Strategy. 

Our Mission - To Mainstream online marketing by using humor, slick editing, expert knowledge and interviews with industry experts to explore the different facets of online marketing while making the subject approachable. 

----------------------------------------------

Do you specialize in Search Engine Marketing, SEO, Customer Service, Email Marketing any other online marketing related field? 

Interested in being a guest on the show? Contact me and we can book you as a guest. 
Bragging rights
Fired over a pair of pants, started my own business, have been profitable ever since
Education
  • New York Conservatory of Dramatic Arts
    Film Acting, 2003 - 2005
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Male
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Tommyismyname
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