Consumer packaged goods

SUMMARY: Optimizing tactics is critical to successful online marketing. Check out how an eretailer tested the idea of including a new line of products on their homepage to see how it would affect *overall* conversion rates.

The two-part test showed surprising results: Conversions took a sizable jump for one segment while the other segment went south. Includes a pair of big lessons learned and creative samples. read the complete case study

SUMMARY: Your customer service department can be a goldmine for ideas. Leveraging this information can help your marketing in many ways, but you might not always be getting the support you need.

We talked to an expert and author who implemented customer satisfaction systems for Amazon and others to improve marketing and profitability. Includes seven specific customer service strategies you can take to the bank. read the complete article

SUMMARY: "Natural beauty is the most developed of these categories with about two-thirds (64%) of women who use beauty, saying they have used natural beauty products." "That is at least twice as many women who said they have used organic (32%) or green/eco-friendly (26%) products." "Socially conscious/responsible beauty products are second in popularity in terms of usage, with almost 4 out-of-10 women stating they have used these products." view the complete research record

SUMMARY: Competition among products on the store shelves is fierce. An attractive, attention-getting label can make the difference between enticing customers and losing them to a nearby competitor.

Here’s a primer on making your product beat industry leaders. Includes tips on using a graphic designer and launching a redesign. read the complete interview

SUMMARY: Researcher Herb Sorensen recently spent five months tracking exactly what paths shoppers take and what behaviors they exhibit as they move through a supermarket. Now he reveals some of what he learned including how location affects shopping patterns, and the fact that shoppers spend less and less time reading product labels as they get closer to check out. read the complete article

by Anne Holland, President

I received this note from a reader who asked not to be identified because she's tired of scammers hitting her promo sites.

"Dear Anne,

My promotional Web forms have been besieged by scammers trying to qualify for samples, which they then bring to Wal-Mart for store credits, or sell on eBay. Our data shows how they submit multiple variations to 'game' our promotion qualification form.

We have programmed a lot of flags into our online... read the complete blog post