Website + Email Optimization Checklists

Thank you to everyone who joined us for our workshop: Quick Wins for Website + Email Success today in the DC Metro Area! As promised, both the website + email checklists are available for download below.

Website Checklist:
Our Website Checklist highlights the most important aspects your website needs to be a lead generation machine. From set up to trust building to relevant and fresh content, our checklist sets you up for success. See the Website Quick Wins slides.

Email Checklist:
Our Email Optimization checklist walks through tried and true techniques for crafting and sending emails that capture inbox attention, convince your audience of your message, and close the sale, conversion, etc. Follow along with our checklist to feel confident every time you hit send. See the Email Quick Wins slides.


Pokémon GO Perhaps you’ve seen them – throngs of zombie-eyed wanderers clutching cellphones in one hand, swiping rabidly with the other; murmuring gibberish under their breaths punctuated by victorious fist pumps.

Perhaps you even know a guy, who’s heard of a guy, who swears he’s seen the infamous Mewtwo, one of the ever-elusive “Legendary”.

No, these impromptu, impersonal public gatherings aren’t the advent of The Walking Dead, nor a particularly sluggish flash mob.

They’re ambitious Pokémon trainers, living their 90’s-era-obsession with “Catching ‘Em All” in the real world.

Continue reading Marketing tip – 4 MARKETING LESSONS FROM POKÉMON GO

Behind the Glasses – Chris

Each month, we interview one of our fab employees here at Whereoware. For July, we get to know Chris, our Marketing + Sales Associate, a little better.Chris Arslan


What’s your name? Chris Arslan

Job title: Marketing + Sales Associate


Favorite food: My mom’s Belgium waffles – I’ll eat them for breakfast, lunch, and dinner!
Hidden talent: I can hold my breath for a really long time.
If there were a movie of my life, I’d be played by: Adam Sandler!
In a zombie apocalypse, my weapon of choice would be: Thundergun and Monkey Bombs – this is a Call of Duty reference… don’t judge me.


Facebook or Twitter: Facebook
iOS or Android: Android
‘Nerd’ or ‘Geek’: Nerd
Star Wars or Star Trek? Neither. I’m not a big fan of either…I probably just failed this Nerd Quiz.

What’s the best part about working at Whereoware?

The people!!! Everyone is so smart, helpful, creative, and driven! I love coming into work every morning and being surrounded by so many amazing people.

Marketing tip – Simplifying the IBM Marketing Cloud Roadmap

We had a great turnout for our June 22nd webinar: Simplifying the IBM Marketing Cloud Roadmap. (See the recorded presentation below.)

Our intention was to make the IBM Marketing Cloud (IMC) simple by walking through use cases for each tool. Sounds like a no-brainer, right? The thing is, IBM has been developing the IMC for some time now – adding new tools, revamping existing products, and integrating them together in awesome ways. All the moving parts are tricky to track.

Once you get the names straight, the powerful capabilities of the IMC are hard to beat. Together, they offer big and small-picture insights into customers’ activity and behavior across channels, so marketers can reach out at the right moment, via the right channel, and with a compelling message customers can’t resist.

Today, we’ll give you a quick recap of how each tool is used by busy marketers to supercharge their campaigns. Download our handout, above, to see estimates of the cost, availability, and level of effort to install each tool.

Continue reading Marketing tip – Simplifying the IBM Marketing Cloud Roadmap

Free Local Event: Email + Website Quick Wins

Quick Wins for Website + Email Success

Tired of complicated marketing theory? Instead, join Whereoware, Episerver, + IBM Marketing Cloud for a free local event on Quick Wins for Fast Marketing Success. During this session, we’ll walk through proven website tweaks and email updates you can make today to immediately improve marketing success. We’ll skip the trendy buzzwords and instead focus on what works: simple, practical tips that boost ROI.


  • Easy website updates to increase conversions
  • How to use email to drive website traffic
  • Email + landing page “before and afters” that reduce friction and increase conversions
  • Tips for optimizing for mobile

When: July 21, 2016 at 8am – 12pm (continental breakfast will be served)
Where: Hilton Arlington VA
950 North Stafford St.,  Arlington VA 22203
Cost: Free!
8:00-8:30 – Networking and breakfast
8:30-8:45 – Introduction
8:45-9:30 – Website quick wins presentation
9:30-10:00 – Breakouts – real-time optimization of website pages by Whereoware experts
10:00-10:30 Break/networking
10:30-11:15 – Email quick wins presentation
11:15-11:45 – Breakouts – real-time optimization of emails by Whereoware experts
11:45-12:00 – Wrap up

*Certificate of Participation will be given to all attendees.

Hosted by Whereoware + Episerver + IBM Marketing Cloud

Web Tip – 5 Things Every Lead Gen Site Should Have

Regardless of whether you sell products or services, your website should be a lead generation machine, helping you capture new leads and customers. This is especially important for companies with longer sales cycles. When a prospective customer browses your website and then leaves, if you’d captured their email address, you would have the opportunity to re-engage them, nurture them with valuable resources, and guide their journey through your sales cycle.

1. Email sign up form

Your site needs an easy to find newsletter sign up form (preferably located at the top of the page -think F-layout).

Not to toot our own horn, but our newsletter sign-up icon is at the top of the page + expands when clicked on. Plus it’s short + to the point – just enter your email.

WOW- email sign up

2. Valuable content for download

Do you have a blog or website where you share valuable resources + information?

Gated assets, meaning a form must be filled out to access the content, effectively capture leads + easily adds them to your lead nurture stream, to keep your company top of mind.

While gated assets are great – just make sure that not all your content is gated, as to not deter those interested in learning more. The example below is from (free URL shortener) for a demo of their Bitly Enterprise service (again, the form is short + to the point):

Bitly - Gated Demo

3. Testimonials from clients/users

Testimonials authenticate claims about your services/products + provide a human touch to a sometimes cold sales pitch. Highlight customers who have had a positive experience with your service + the impact it has had on them or their business. The example below is from Zola (a modern wedding registry service):

Zola - Testimonial

4. Optimized Landing Pages/Forms/CTA

There is a lot to optimizing your landing pages and forms + we have written about it previously here and here. But, here’s a quick recap:
Meaningful headlines. Think about where your users are coming from to get to the landing page. What were they promised when they clicked? Was it from an email that promised a discount? Make sure your landing page headline makes sense and delivers on your promises (free demo, service discount, etc).
Short + to the point forms– reduce friction for your leads by only asking them for pertinent information (name, email, company name, phone number – you don’t also need to know their mother’s maiden name and favorite color).
Never submit. Not only are your forms succinct, does the button at the end of your form tell your customer what to do or does it just say the catch-all “SUBMIT” – use action words instead: Get the Case Study, Get Started, Watch Demo. The example below is from Mint (online budgeting tool):

Mint - Sign Up Button

5. Easy to find contact information

Can interested leads easily find how to get in touch with you? Do you have a clear “Contact Us” page or is your contact information available in your header? Don’t lose potential customers because they didn’t know how to reach you! Include physical address, phone number, email, social media accounts (if you have them!), plus an optimized contact us form! This is an example from Floral & Bloom (a floral and event designer):

FloralBloom Contact

We hope these 5 simple tips help your website become a lead gen machine!

Behind the Glasses – Brittany

Each month, we interview one of our fab employees here at Whereoware. For June, we get to know Brittany, one of our Online Marketing Managers, a little better.Brittany


What’s your name? Brittany Moreland

Job title: Online Marketing Manager


Favorite food: Any kind of potato – fried, mashed, twice baked, scalloped!
Hidden talent: I can touch my tongue to my nose.
If there were a movie of my life, I’d be played by: Anna Kendrick – love her!
One item you would bring to a desert island and why: Sunscreen – have to keep those wrinkles away.


Facebook or Twitter: Facebook
iOS or Android: iOS
‘Nerd’ or ‘Geek’: Nerd
Star Wars or Star Trek? Neither? I’m embarrassed to say I’ve never seen any of them.

What’s the best part about working at Whereoware?

The PEOPLE! Everyone is so open + willing to help, not to mention we have so many creative people here at Whereoware. And as a bonus? We have a ton of fun!

Email Tip – Don’t Panic – how to pause an email in the IBM Marketing Cloud

Have you ever realized something was wrong with your email AFTER you hit the send button? Did you panic + frantically Google how to stop the mailing, but came up empty? If you’ve been in this heart-racing position, this post is for you.

Now, this post is specific to stopping a mailing in the IBM Marketing Cloud (formerly Silverpop) for Org Admin users, but for anyone using another ESP, be sure to look for similar steps in your ESP’s organizational-wide settings.

Step 1) Take a breath.

Taking action when your adrenaline is pumping + anxieties are high is usually more detrimental than helpful. Take a few breaths and grab a colleague (if you’ve got one) to sit with you until everything is under control.

Step 2) Go to Settings > System Activity

*Remember, the below menu only shows if you are an Org Admin user. If you are a Standard or Reporting user, this won’t show for you, and you need to find someone who is an Org Admin.

Org Admin Settings

Step 3) Click on the Active Mailings tab

Here, all your active mailings are listed (both continuous campaigns/programs + one-offs).

System Activity - Active Mailings

You have some options on what to do next. Let’s go through each one:

  • Restart Send: If your mailing never sent due to a data issue, use the restart send action to send again, with the same settings as before.
  • Pause / Resume: If your mailing has an incorrect link, the website the mailing links to is down, or you have another issue, pause the mailing, fix the issue, and resume after it is fixed. In most cases, some mailings may have already sent – we suggest issuing an apology email to those folks who received the faulty mailing.
  • Cancel Mailing: If your mailing needs to be scrapped, then you can cancel the mailing completely. Note: Similarly to unscheduling a scheduled mailing, canceled mailings are moved to the Sent tab in IBM Marketing Cloud.

With these four actions at your fingertips, you can handle any issues that may arise once a mailing is sent. Want to banish send anxiety from the start? Use our Email Optimization Checklist to have confidence with every email send.

Analytics tip: Attribution Models 101

Google Analytics tipAs marketers, we need to understand our audiences’ motivations for buying products, downloading whitepapers, calling for a demo – whatever action meets our business goals. Once we understand customers’ activity leading up to a sale, we can focus resources on the most effective path to conversion.

This would be easy, except each customer interacts across an omni channel journey. Perhaps they’re introduced to our brand on Facebook, sign up for emails, and then click through the email to purchase on our site. Which of these channels motivated them to convert?

Attribution models assign weighted credit to touchpoints across the omni channel journey, so we can best allocate resources and understand marketing effectiveness.

Today, we’ll walk through examples of popular attribution models, and demonstrate how to use Google Analytics’ Attribution Model Comparison Tool to choose the right models for your business.

Attribution Model use case

Let’s pretend you sell barbecue grills. Mr. Grillmaster is performing a Google search for barbecue grills and clicks on your website. He signs up for your emails, but doesn’t buy anything. A few days later, he receives your email, clicks through to your site, and browses models. A week after, he clicks a Facebook post offering free 2-day shipping. Memorial Day is this weekend, and he needs the grill! Mr. Grillmaster clicks from the ad to your website, but decides he needs to talk to his wife first. A day later, Mr. Grillmaster lands back on your website via your URL and purchases the grill.

His customer journey looked like this: Organic Search, Email, Social Network, Direct.

Google Analytics Attribution Models 101

In the Last Interaction attribution model the customers’ last touchpoint receives 100% credit for the conversion. In Mr. Grillmaster’s scenario, the Direct channel receives all the glory, if we’re following a Last Interaction Attribution Model.

The Last Non-Direct Click attribution model ignores direct traffic, and instead gives 100% credit to the last channel clicked before the sale. Social Network would receive 100% credit in a Last Non-Direct Click attribution model for Mr. Grillmaster.

The Last AdWords Click attribution model assigns credit to the last AdWords or paid search click. This attribution model doesn’t make sense for Mr. Grillmaster, unless the Facebook ad was tagged for AdWords, in which case his journey would look like: Organic Search, Email, Paid Search, Direct. Paid Search would then receive 100% credit in a Last AdWords Click attribution model. (Depending how social media ads are tagged, they can fall under Social Media or Paid Ads.)

By now, you’re getting the hang of attribution models. A few more:

Similar to Last Interaction, the First Interaction attribution model attributes 100% credit to the first touchpoint—in Mr. Grillmaster’s case Organic Search.

The Linear attribution model divides credit equally between each channel. Organic Search, Email, Social Network, and Direct would each receive 25% credit for the sale for Mr. Grillmaster.

Next, the Time Decay attribution model gives predominant credit to the channels closest to the sale and less credit to channels further down the line. The majority of credit for Mr. Grillmaster’s purchase would go to the Direct channel and the least credit to Organic Search.

Finally, the Position Based attribution model assigns 40% credit to the first and last channel, and splits the remaining 20% credit evenly between the middle channels. Organic Search and Direct would each receive 40% credit for Mr. Grillmaster’s barbecue grill purchase, and Email and Social Network would each receive 10% credit.

Exploring Attribution Models in Google Analytics

Most of Google Analytic’s standard reports use Last Non-Direct Click attribution, but they now allow you to compare and contrast attribution models to decide which model delivers the most insights into your customers’ lifecycle journey. *Note, you need to set up Goals or E-commerce transactions in Google Analytics for the Model Comparison Tool to work.

In Google Analytics, scroll down to Conversions > Attribution > Model Comparison Tool. Find it:


By default, it is set to the Last Interaction model. You’ll see five channels, and both the Last Interaction Conversion number and percent (the weighted number of conversions under the selected model) and the Last Interaction Conversion Value (the weighted value credited under the selected model).

Compare another model via the Select Model dropdown. We chose to compare Last Interaction with First Interaction. The tool calculates the percent change in Conversions or Conversion value from the initial model.


Additional options: Under the Conversion dropdown, select the data to review. We’re currently looking at both Transactions (E-commerce) and Registrations (Goals). Under Type, toggle between all data or only AdWords data. Adjust The Lookback Window from one to 90 days to set the length of time tracked prior to each conversion.

The Model Comparison Tool enables you to compare up to three models at once. Add secondary dimensions, like Source/Medium, to dig deeper into the path to conversions. For example, adding the Secondary Dimension Source breaks down our Organic Search into Google, Bing, and Yahoo. This information can help us allocate ad spend across search engines.



Attribution models aim to measure the impact each channel has on conversions across our customers’ omni channel journey. They aren’t perfect and don’t simply tell us what to do. Instead, they help us analyze and make sense out of all our behavioral data across touchpoints, so we can make data-driven judgement calls. Play around with these models to tailor your marketing strategy.