John Paul Mains

John Paul Mains is Click Laboratory's Chief Scientist, where he leads the company's engagement and optimization teams. He has 20 years of experience in web design, online marketing, customer analysis and lead generation.

Data

Competitive Advantages With Engagement Analytics

In my previous article, I showed how marketing has transitioned to customer engagement. For companies looking to be successful using this new mindset, standard web analytics programs deliver very little value and could be classified as simply dead. Ever since the origin of web servers that delivered our websites, web analytics has essentially been the same. Back then, […]

Management

Is Marketing A Zombie?

Things are always changing in the marketing world, but columnist John Paul Mains argues that marketing has actually died and been newly reborn.

Data

Attract, Convert, Retain 2.0

The basic idea of lead generation has been the same thing for quite some time — and rightfully so, because it works. You attract a visitor to your site, convert them into a customer, then retain them for as long as possible (because it is cheaper to keep existing customers than get new ones). Unfortunately, […]

Data

How To Achieve Better Conversion Rates for Your Third Party Web Applications

If you use a web-based, third party service for your career center, ticket registration or maybe webinar registrations, you are probably feeling some conversion pain. Even though these systems provide a (usually) less expensive option than building it yourself, they are usually quite ugly and have a subpar user experience. We’ve become accustomed to third […]

Data

Digital Marketing 201: Explore Segmentation To Drive Growth

Being able to segment your web visitors, buyers, customers and prospects isn’t the first thing that most of us as marketers turn to. We understand the need for it, but it’s usually not a big focus. Even when teams do pay attention, it is often only to email lists. Segmentation is something that should be […]

Management

Growth Hacking Your Marketing Strategy

GAAAHHH!!! I can’t escape digital marketing! Every time I open an email, an app, my social media account, even some of my software tools, somebody is sending me an ad message that I just can’t turn off. Everybody wants my attention — and advertisers are getting sneakier all the time by being more personal, more […]

Data

You Need More Than Just Google Analytics To Succeed Online

If you want your online business and campaigns to succeed, Google Analytics will not meet all of your measurement needs. That may seem like crazy thinking because GA has a huge array of capabilities. However, there are many areas where we have better tools for understanding visitor behavior such as interaction, user sentiment and impact […]

Management

The Key To Growth Hacking: Never Stop Testing

I’m often asked by business owners about online marketing best practices. They want to know what will help them gain an advantage over their competition or simply drive more leads and more sales. They often want to look better than their competitors, rank higher in search engines and pay less for advertising. The answer I […]

Experience

Conversion Optimization Guide For E-Commerce Shopping Carts

E-commerce websites come in all shapes and sizes, but they all have one thing in common: the shopping cart. For something that is so easy to do in real life, the online shopping experience is usually done so badly you’d think some companies were trying to turn away shoppers. Those companies that get it right […]

Data

Simple Optimization Tests Everyone Can Run

Doing engagement and conversion optimization can get pretty complex, especially when it involves multivariate testing on live e-commerce websites. But, there are so many things that even small websites can do, without an expert, to help increase the number of conversions, sales and visitor engagement. We often talk about some really advanced topics here on […]

Data

‘Twas The Week Before Christmas [The Digital Marketing Version]

‘Twas the week before Christmas, and all through the marketing team, Every person was busy, a few ready to scream. The landing pages were published to the website with care, In hopes that buyers soon would be there. The analysts had their noses to their computer screens, While visions of high conversion ratios danced in […]

Data

Your Homepage Is THE Landing Page

Your homepage is probably the most visited page on your website — in fact, for the majority of websites, it typically receives more than 50% of all visitor traffic. In light of that, shouldn’t it be converting more visitors? You may want to start thinking of your homepage more like a landing page that is […]

Data

What Happens After The Conversion

Woohoo! Someone filled out a form for your whitepaper or webinar! You’ve given them what they asked for, but now what? This one conversion probably doesn’t make them a customer. Should you rush to have a sales person call them to schedule a demo? What do you really know about this person, and should you spend […]

Data

Rethinking The Lowly Thank You Page

Let’s face it, the Landing Page gets all the attention these days. Every marketing blog (including my own) has an opinion on the best landing page and what to do to convert every visitor with its brilliant magnificence. Don’t get me wrong, the landing page deserves the huge amount of attention it gets. But if all you’re […]

Data

How To Design A Landing Page That Converts

As marketers, getting quality traffic to our websites has never been easier. We have SEO, PPC, social media, email marketing, display ads, photo marketing, mobile ads… and the list keeps growing. Consumers, however, are learning to automatically tune out anything that isn’t interesting. This drives businesses to spend even more, becoming more creative and pulling out […]

Data

How To Use Visitor Engagement Insights To Improve Conversions

One of my favorite tragic characters is Wile E. Coyote. How can someone be so brilliant yet fail to capture the roadrunner? We see him regularly creating some very elaborate, physics-defying devices and traps, yet he is still unable to catch the bird. I think if he had ever paused for a moment and thought […]

Data

Stop Redeveloping Your Website

I’ve been in the Web design industry almost 19 years now. I was there when everything was just HTML and CGI. I saw Java when it was first released and everyone tried using it to make spinning icons and animated graphics. I got to see scrolling marquees, websites you could smell, blinking text and a […]