first_img“Rhenus Landbridge offers an excellent alternative to air & ocean, while still providing door-to-door deliveries across China and Europe. With the busy months upon us, we advise customers to reach out and plan their deliveries in advance to ensure their goods get to where they need to be on time,” he added. However, in air freight at least, data from WorldACD continues to indicate a soft market. While total chargeable weight increased 7% in October from September, the market remains 5% below last year’s volumes.  Yields in US dollars fell 11% year-on-year, while air cargo revenues were 16% lower. While the data does not reveal capacity, year-on-year lower demand would indicate that the market is softer than normal.  More recent data also revealed that volumes on Hong Kong to Europe at the start of November dropped from 7% lower year-on-year to 14% lower, in just two weeks. While capacity has dropped too, dynamic load factors remained the same, at 94%. Shanghai to Europe, meanwhile remained 11% lower than a year earlier, and with no capacity changes, the dynamic loadfactor stayed flat at 92%.Between the two data sets, it seems likely that capacity, at a more reasonable price than during normal peaks, may not be too hard to come by.Meanwhile, DHL’s Global Trade Barometer sees the overall trade environment contracting again. By Alex Lennane 28/11/2019 Rhenus Logistics is urging shippers to use its landbridge between Asia and Europe to ensure sufficient capacity during the peak season and Chinese new year. But new data suggests that there could be less of a capacity crunch than in previous years. Rhenus suggests that operational capacity in Asia is affected at Chinese new year, and points to its “guaranteed capacity” service. “The landbridge service is perfectly positioned in the market to offer rapid and affordable distribution services for China and Europe,” said Spencer Davern, air & ocean director at Rhenus Logistics UK. center_img WorldACD October air freight datalast_img read more

first_img << Go back Forgotten your password? Please click here Kuehne + Nagel up (+9.6%), DSV Panalpina down (-0.5%) on the stock market is the headline story at Wednesday’s close following the release of a respectable trading update by the Swiss company – in short, it’s momentarily 1-0 to yield (K+N) versus growth (DSV) so far this earnings season.Well, we’ll soon find out how their chief American rivals in the broader 3PL universe – XPO Logistics (28 October), CH Robinson (29 October) and Expeditors (5 November) – fared in the ... Premium subscriber LOGIN By Alessandro Pasetti 24/10/2019 New Premium subscriber REGISTER Reset Your Password Please either REGISTER or login below to continue Subscription required for Premium stories In order to view the entire article please login with a valid subscription below or register an account and subscribe to Premium Reset LOGIN Email* Password* Email* Please Loginlast_img read more

first_imgThe Shins quietly made their return to the headlines on Friday with the release of their first new music since 2017 in the form of a single entitled, “The Great Divide”.The new track was co-written and produced by James Mercer, Jon Sortland, and Yuuki Matthews, and was released via Mercer’s Aural Apothecary imprint alongside Monotone Records, Spin reports.Mercer describes the indie rock band’s latest release as “A blend of futurism and nostalgia. We used everything from vintage synthesizers to iPhones, from a sixties Ludwig kit to an 808 … It’s an epic about longing and love in a broken world – I guess we wanted to try to provide a bit of warmth and sentiment in hard times.”The veteran indie-rock band also shared the official video for “The Great Divide” to go with its release on Friday, which was directed by Paul Trillo, with additional creative direction from Sortland. Watch the mesmerizing video below.The Shins – “The Great Divide”[Video: TheShins]Additionally, the band shared a “Flipped” version of “The Great Divide” via Amazon Music‘s Stay Indie playlist.Mercer added about the song’s alternate recording,When the Shins do a ‘flipped’ version of a song, the goal is always to re-approach the production aesthetic and show a different side to the piece. The idea is that a song properly written can be framed in many different contexts and still remain engaging. Yuuki Matthews, Jon Sortland and I sat down and talked about how we could change things up. The original idea was to treat it like a piano ballad but that soon gave way to Yuuki‘s moody post new wave treatment. I immediately loved it and so the direction was established. When we flip a song correctly you should have a hard time picking which version you like best!Since 2017’s Heartworms Mercer has contributed to non-Shins projects, including a guest appearance on the song “My Resolve” which appeared on Bruce Hornsby‘s 2020 studio album, Non-Secure Connection.[H/T Spin]last_img read more

first_imgBoth teams had opportunities to score before the Bees struck a fortunate winner in the 69th minute when Romaine Sawyers’ shot deflected off team-mate Maxime Colin to wrongfoot City keeper Ivan Lucic.Lucic had earlier replaced Frank Fielding to make his Sky Bet Championship debut, who came off nursing a rib injury in the first half.“It was a typical Championship fixture,” Johnson told Bristol City Player HD. “It was tight and if either team had taken their chances early doors, the game could’ve gone beyond the opposition.“I thought we played some good football and it was very open. Inevitably the game hinged on us not taking our chances.“We’ve got to stay strong as a playing group and as a football club. We’ve seen teams who can go on runs – we’re on a bad run at the moment, we have to accept that and find a way of coming through it.“I don’t think we should be negative about the performance because I think there were a lot of good things and I felt we got our identity back a little bit.“On another day, we come in having scored at least three goals in the second half.“It was a bit of a strange game. The atmosphere was damp in the air and it was quiet. The game was end to end and had quality, but because it was so stretched it seemed to be played at quite a slow pace.“Hogan was getting in behind our two centre-halves far too easily. Once we sorted that out, I don’t think he managed to have too much effect in the second half. That’s what’s disappointing, because I genuinely feel it was there for us to win.”last_img read more

first_img Ads by Revcontent Trending Articles Brits Rush to Take out This £200k Life Insurance Policy from Just £10pm* x Final Photos Taken Just Seconds Before Tragedy Struck x Easy Way to Generate Extra Income x Last Nights Episode Left Viewers Speechless! x 20 Heartbreaking Photos North Korea Didn’t Want Released x This 70s Star Was Every Guy’s Dream Girl. Try Not to Gasp when You See Her Now! x Follow West London Sport on TwitterFind us on Facebook See also:Conte assesses Ake following return to ChelseaChelsea Under-23s v Leicester: three stand-out performers Mukhtar Ali netted twice and Charlie Wakefield had a hand in three of Chelsea’s goals as they beat Leicester City 4-0 in one of their most complete Premier League 2 performances of the season so far.The Blues’ Under-23s were dominant throughout, with Ike Ugbo firing just wide across the face of goal, but it took them 36 minutes to break through – and it came from the penalty spot.Wakefield won the ball in the Leicester half and slipped the ball through to Ugbo, who was brought down in the box by Foxes keeper Max Bramley.AdChoices广告Ali smashed home the resultant penalty for his first league goal of the season.Chelsea doubled their lead shortly after the break when the impressive Wakefield delivered a teasing ball in towards Dominic Solanke and it cannoned in off the thigh of Leicester skipper Darnell Johnson.The home side offered little in the way of an attacking threat, although Harvey Barnes twice went close – first with a left-footed volley into the side-netting, and then with a fine run and shot which forced Chelsea keeper Bradley Collins into his only save.The Blues were frustrated by the performance of Bramley until two goals in the closing minutes.After Mason Mount saw his shot saved by Bramley, Wakefield hung up a cross for the unmarked Ali to nod in from six yards, and Solanke added the fourth when he created some space for himself to shot low into the net.last_img read more

first_imgShare This!This is the final area music blog for AtMousePhere! If you’ve been wondering what’s next, we are going to start covering the music of some of the specific attractions of Walt Disney World and Disneyland. If you have any recommendations on where to start, comment below!If you haven’t read Part 1 of the Disney California Adventure AtMousePhere, we covered the music of Buena Vista Street, Hollywood Land, A Bug’s Land, and Pacific Wharf. Today we cover the final lands, exploring the music of the current incarnations of Grizzly Peak (and the Airfield), Paradise Pier (and Park), and Cars Land!Grizzly PeakGrizzly Peak used to consist of a smaller footprint in DCA. However, in 2015 the Condor Flats name was retired and Grizzly Peak inherited the land, renaming it “Grizzly Peak Airfield.” As a result, there are two separate areas of music – one surrounding the area by Soarin’ and one surrounding the area of Grizzly River Run.Grizzly Peak Airfield’s music is very sweeping and large. It’s music you’d want to have at your disposal when looking over a land like Yellowstone, Yosemite, or the Grand Canyon.Not all of the music you’ll hear here is soundtrack-based. Quite a few of the pieces are strict compositions. For example, composer Tim Janis’ album American Horizons provides fodder for at least three pieces, including “The Rocky Mountains,” “Hillside Meadow,” and “Summer’s Glory.” Two other Janis albums can also be heard: A Quiet Shore and Coastal America. Patrick Doyle has also contributed music from his album Impressions of America like “The Great Plains.”Movie soundtracks that can be heard here include “The Patriot” from The Patriot, “The Wave” and “Opening” from Angels in the Outfield, “Leaving Birch Ridge” from Iron Will, and the Dragonheart Album Finale. There’s even some Disney Fairy music – the “Fairy Dusted Festival” from The Pirate Fairy.Over in Grizzly Peak, the music is much more laid back, and consists of a lot of acoustic guitar. If Frontierland had been built today, this would be the kind of music heard there. Some of the music includes “Whistlin’ Rufus” by Dan Crary, “Goat Island” by John Renbourn, “Opportunity” by T.J. Baden, “Taylor Willobee” by Rodney Crowell, and “The Claw” (no, not that Claw, little Toy Story aliens) by Clint Black.Paradise PierLike Grizzly Peak, this area is split into two kinds of music, as well. By the rides and carnival games (Paradise Pier), the music is kind of a combination of the music of Buena Vista Street. This is a stark change to the former loop, which consisted of songs reinvented into a calliope sound.Some people have complained that this music is too similar to the land I referenced above. I would agree with that sentiment. However, the whole area is supposed to be reminiscent of a Victorian boardwalk theme park, so the music does reflect that.Don Neely’s Royal Society Jazz group makes an appearance again with songs like “Mule Face Blues,” “Boogie Woogie,” and “New Moten Stomp.” The Paragon Ragtime Orchestra features several pieces, including “Dynamite Rag,” “Paragon Rag,” “On Jersey Shore,” “Chatterbox Rag,” “Slippery Hank,” and “Grizzly Bear Rag.” As you can see, ragtime is the name of the game on the boardwalk.Near the World of Color viewing area and stretching over to the Silly Symphony Swings is what is known as Paradise Park. (This is my favorite area of all of DCA!) The music is generally more laid back, with a bit of a swing. This is perfect for strolling around, which is what most people do around that area when they aren’t waiting for World of Color.If any music was going to be reminiscent of Main Street U.S.A., this is the area for sure. If you put the two area loops back-to-back, I’m sure you’d be hard-pressed to find out when one loop stopped and the other one started.Here is a list of some of the songs heard:“Fragrance” by the Palm Court Theatre Orchestra“Oh, You Beautiful Doll” by Ian Whitcomb“Tell Her at Twilight” by the Palm Court Theatre Orchestra“La Petite Tonkinoise” by the Palm Court Theatre Orchestra“Sun Flower Slow Drag” by The New Century Ragtime Orchestra“Fashionette” by Anthony Godwin“Silver Heels” by Ian Whitcomb“The Red Back Book: The Chrysanthemum” by Scott Joplin“The Memphis Blues” by Paragon Ragtime OrchestraCars LandDisney was very transparent with the music of Cars Land when it opened in 2012. They released a limited edition soundtrack with 13 of the songs that can be heard in that area, including the music heard on the Radiator Springs Racers attraction.However, this is definitely not all the music heard in the area! Songs change depending on where you are. Near Flo’s V8 Cafe, for example, the music consists of the Motown sound, with songs by Diana Ross and the Supremes, The Chiffons, Aretha Franklin, The Crystals, and Kim Weston.Near Luigi’s Rollickin’ Roadsters (formerly Luigi’s Flying Tires) you’ll hear music that will remind people of Italy, by the likes of Dean Martin, Perry Como, Louis Prima, Sophia Loren, and Rosemary Clooney. Some of it is Italian, and some of it simply has a flair that reflects the Italian atmosphere.Ramone’s shop uses songs from War, Ritchie Valens, and Sam the Sham and the Pharoahs.Over on the main drag of Route 66 we find the brunt of the Cars Land music. Most of these songs were originally recorded in the 1940s, 1950s, and 1960s and revolve around cars, the open road, and vacations. The two most famous songs from this area are definitely “Route 66” by Chuck Berry and “Sh-Boom (Life Could Be a Dream)” by the Chords. (The latter piece is always played when Cars Land turns on all its neon lights at dusk.)If you want a giant, exhausting track listing from all of Cars Land, you can visit this blog by Mouse Troop. They even include all the songs near Mater’s Junkyard Jamboree, which is just a bunch of original songs sung by Larry the Cable Guy. And with that, we’ve covered every single Disney land in the United States! From Main Street U.S.A. and Innoventions to Critter Country and Paradise Pier, the AtMousePhere has been recovered through hours and hours of research and clarification.I hope you’ve enjoyed the ride; I know I have!For requests for future AtMousePhere articles, please comment below. Let me know your favorite area music loop from the ones that have been covered in AtMousePhere. And if anything changes, please let me know. I would love to be able to update the articles with current music tracks!last_img read more

first_imgDid you know that in 2017, US retailers faced shrink losses in excess of $42 billion, according to the latest Sensormatic Global Shrink Index study? This is almost half the global total of $100 billion across all countries surveyed. How can US retail shrinkage rates be so high, when the United States ranks in the top five countries in terms of investment in loss prevention technology?[text_ad use_post=’2384′]The global shrink study was commissioned by Tyco Retail Solutions and carried out in October 2017 by PlanetRetail RNG, a retail intelligence and advisory firm. The results, which compare the major drivers of shrink in the United States to those around the world, are explored in a feature article by Meg Costa in the July–August 2018 issue of LP Magazine. From the article:- Sponsor – The impact of shrink on the US retail industry is substantial, in part because of the sheer size and value of the market in this country. The rate of retail shrink in the United States—1.85 percent—is only slightly above the global rate of 1.82 percent. However, since the United States is the largest global consumer market, its total losses are much higher than any other nation. In fact, America’s retail losses of $42.49 billion dwarf those of the countries with the next highest shrinkage values—China at $13.52 billion and the United Kingdom at $7.45 billion.In the United States and globally, fashion and accessories stores experienced the highest rate of shrink. US fashion and accessory retailers reported losing 2.43 percent of sales to shrink, which was higher than the global average for that vertical at 1.98 percent. Experts indicate that stores selling clothing, shoes, and accessories likely are more attractive to thieves, since those products are generally worth more than other verticals, such as office equipment stores, which had the lowest shrink rate.Costa goes on to enumerate the biggest factors driving retail shrinkage rates and the role of employees when it comes to shrink in “The Worldwide Impact of Shrink.” Check out the full article to learn more.For more great LP content, visit the Table of Contents for the July–August 2018 issue or register for a FREE print or digital subscription to the magazine. [Note: if you’re already a logged-in subscriber, the previous link will take you to the current issue instead.] Stay UpdatedGet critical information for loss prevention professionals, security and retail management delivered right to your inbox.  Sign up nowlast_img read more

first_imgCreating the best lead-gen website, step by stepYou are here: Before I graduated from the Art Center College of Design, Lynda Weinman was my teacher for web design. Yes, THAT Lynda — who created and sold it for $1.5 billion to LinkedIn (just to give you some perspective on where I’m coming from).Back then, I was fortunate enough to be around creative geniuses tackling technology in new and innovative ways, which I only later found out was not the norm. Back then, we were focused on making a website look cool and on-brand, as well as delivering relevant messaging… but in this new day and age, the X-factor for websites includes the engineering of a seamless experience to make conversions as frictionless as possible through UX (user experience) and testing. The result? A multilayered experience around product-market fit that I like to call Brand-Response.Brand-response doesn’t stem from techy, click-baiting tactics… rather it stems from something way more primal and strategic: storytelling. This is how you can turn your branding into something original and connected while also integrating the latest tools to enhance that story experience.Let’s be clear: There are two modes of a website’s existence:Launching/Testing: This is when you are finding and proving the market. This can easily take months, or longer if need be. This is the essence of your brand, your story and your tribe.Scaling/Maintenance: This is when you have a thriving business and are beginning to scale or are already scaling. This is the essence of your brand and your tribe plus tech plus sales enablement tools.I find many are confused about what mode they are in. If you’re not selling out from a ton of demand, then you should not be focusing on “Conversion Rate Optimization” — not by a long shot.If you are still finding your audience, your tribe, then you need to focus on your brand promise(s) and story. You’re still in the launching/testing phase. Some call it the MVP (minimum viable product) phase, or if you will, the “good enough… for now” phase.Here’s a statistic:“The ‘right [creative] message’ accounts for 80 percent of the return path,” Andrew Robertson, president and CEO of BBDO Worldwide, said at the AT&T Shape conference last year, and this figure has been confirmed by both Google North America data and Facebook data.This means that your storytelling, your messaging, is 80 percent of the reason why your lead generation works or not… and that only leaves 20 percent for the “sales enablement” stuff that I won’t cover here since you can find a gazillon articles that already cover that. But please understand that tactical “tricks and tech” are your smallest levers for success. Below, I’ll focus on the biggest lever for success, which is storytelling.Unless your business is already scaling out of control, getting your story right is where you’ll see the biggest gains.Consider this scenario: You have a website that has consistent organic, paid and social traffic, with great page metrics such as time on site — but you are not capturing the most important users with the highest intent to convert. How are you able to communicate your value proposition while instilling trust which will lead to a conversion? Here are some steps to consider while developing a highly targeted lead-gen website.Understand your usersConsumer research is going to be the most important thing for your business at this stage. It is very important to create content around your user base’s needs — but you don’t know what those needs are until you do the research. This research helps you determine:What kind of content to create.How to present your message.What kind of language to use when writing for your audience.How to use imagery that resonates with your users.Your message, as well as the language and imagery that you use, will be some of the most important details you can determine from the start. Learn how your audience connects on an emotional level to make them feel the need to buy your product or service. For example, if your audience connects to a product by feeling lucky to be part of an exclusive group, you’ll want to choose language and imagery that highlights exclusivity.Consider how the consumer moves through your content. For example, my agency, Noble Digital, builds content based on the See, Think, Do, Care framework. I will use videos to demonstrate my point about content flow, since it’s more fun to watch than read web copy, plus it’s a good reminder of the fact that your website can and should be using video whenever possible.SEEThe first step in the consumer journey is seeing entertaining/inspiring content. For example, the video below is for people who want to be inspired by visual imagery. They don’t want to buy anything, they just want to dream about what they could be. Your CFO may not see any point in spending money on this type of content, but consider this type of content to be a primer. It gets people looking at your brand, gives them a reason to start to care and funnels them to the next step. This type of content is usually more effective when distributed off your website, with links leading them to your website to learn more.THINKThe next type of content is for people who want to learn something. For the video below, the audience consists of people who play soccer and also want to play a better game, help their team win or find the right products to help them enhance their game. This type of content sets you up as a company that wants to help, and it can be used both on and off your site.Or you could blend the education with the entertainmen — a bit of See and Think at same time, such as in this video:DOThis type of video is meant to inspire action. This one is for people who play soccer and know they need new shoes to play at their best. These people have been convinced of this need and want to make a purchase right now. This can be a separate video, or it can be a part of other videos.Consider something like Think and Do at the same time. This type of video teaches them something and gives them a challenge:Nothing super techy here, right? Just basic logic flow, moving users through a decision tree: If they click on this, then you will serve them that. If people click on the “shop predator” overlay, then you’ll pixel them for retargeting, and you’ll probably give them a new journey, while the others might need to see this a few more times.See and Think should be prioritized over Do. The Do is merely the result of See and Think. If you push “Do” too hard, you are just a direct marketer/salesman with no creativity, style or grace. There is no need for direct marketing once they are on your site! When they are on your site, it’s time to entertain your audience and tell your story. So tell it well!By the way, video is one of the best tools you have to do engage your audience, and yet it is so underutilized, or not done as well as it could be. Video will do a few things for your website presence:Entertain, educate and create an emotion in the user.Speed up the sales cycle (for B2B and complex services, video is indispensable).Increase time on page, which may have the added value of signaling to search engines that you’re meeting searchers’ needs (if they came to you via search).Increase retention and brand recall (Can you remember the subject line of the last AdWords ad you clicked on? Thought not.)Customer Care comes after a conversion, when a user has ascended to being a potential evangelist of your brand.Your understanding of how your customer gets to the point of relating to, learning from, using, then praising the virtues of your brand will inform all the content you need to create. Once you understand the role your site can play, you can add consistent touch points via content — white papers, videos, blog posts, infographics and so on — that are decided upon and created based on your knowledge of how and where to best target the audience.But in order to do all that? You need to get to the research. Talk to your consumers via focus groups or surveys and understand what they need to feel connected to your product or service.Creating credibilityTo keep leads coming back to your site, it’s very important to sprinkle elements that support your brand’s credibility consistently throughout the site. Examples of social proof that ease your prospects’ minds include:Customer reviews.Reviews from professionals or industry leaders.A list of how your products have been featured on other websites, in other videos, on podcasts or in any media that you don’t own.An enumeration of the number of people who have used your services (Think of McDonald’s “number served” counter on their signs).Images and graphics.The last one is undervalued but extremely important. Users are drawn to images, and being able to see a product up close, in action, will help them decide to purchase something they were on the fence about. Beautiful images are able to connect with users emotionally with instant speed, in a way that text can’t emulate. Users are more likely to get a feeling of purpose and power from a beautiful image of Nike shoes on an athlete, for example, than they are from reading a paragraph about the wonders of the brand.Segment your users — creativelyWhen you hear “segment your users” you may think: back-end… data buckets, code… Tech! Ugh!Well, when you do this “mechanically” using questionnaires, forced pop-ups, page takeovers, or drop-downs, then yeah, I can see why your eyes are glazing over. I just want to run, too!How about doing it creatively, with visuals? I love this landing page example from Adidas.On the “front end,” users are impassioned to choose based on their desires (not the brands’) psychologically, emotionally and visually. On the back end, they are also self-segmenting themselves to appropriate pages while producing clear data that allow the brand to later understand who is responding to what. This is a win-win.And it’s not techy at all, is it? It’s in fact a very human way to encourage user flow. Use basic logic around “pains” and “gains” to guide your audience to what ails them or inspires them.Notice the calls to action (CTAs) in this example have nothing to do with buying anything. They instead focus on of what the user wants to do with the shoes, or the brand promise. When you can get the user to dream (not thinking, but visualizing) and see themselves as one of these two images, then you’ve got them! This is user flow at its finest.Map and measure out your primary and secondary KPIsSo, in the case of Adidas, the primary goal might be to segment users between product lines, first and foremost, and secondly, to drive them to a purchase. This is clearly a bigger communication strategy that goes deeper than just simply selling.Selling is not always the best top goal. Why? Because you’ll have a hard time creating a return path once you go for the kill. Let’s face it, the average conversion rate of most websites is three to five percent. That means that 95-97 percent of the people that visit the first time will not purchase or even take any secondary actions like an opt-in, so you have to assume there has to be additional flow built into your funnel.For most brands, you have to decide on an “experience,” like encouraging and inspiring your site visitors to identify themselves with the brand first. In a way, this is indoctrinating your customers. In the Adidas example, the user thinks, “How much chaos or control do I want in a shoe? Hmm… I never thought about that. Will they look cool on me? Will it help me perform better when I play soccer?”Yes! You want your prospective customers to get lost in those thoughts… not “well, how much do they cost?”Buying is often the last thing on your user’s mind unless they’ve already been to the site at least once or a few times. So think about that first-time experience. How many layers of inspirational thought can you put into your message that will also overcome sales objections?Again, remember “brand-response,” which really means “vision-reality.” You have to balance “marketing vision” with the “sales reality” of handling sales objections, every step of the way, for different audiences that are in completely different stages of their journey.A good website will have multiple layers of communication happening at the exact same time and can direct all that traffic the way only the most sophisticated intersection does — flawlessly.Easier said than done, but this is the art of web design. It’s part art, part infrastructure, part goal setting.So shoving a bright red “buy” button in front of your audience is the last thing you need to worry about. Users seldom have a hard time finding the purchase path when they’re ready to buy. So please stop wasting your time and energy focusing 80 percent of your time on that. That is not going to increase your bottom line in a meaningful way.Rather, focus on your brand promise and the users’ gains and pains. I know… you thought this article was going to be about adding more pop-ups, analytics tools, and heavy UX blah, blah, blah? Nope! This is about story, story, story! And you have to make that story as inspiring and visually appealing as you can afford to.Let’s say you’re not entirely sure whether your website is visually awesome or not. If you’re not quite sure, this means you definitely need to make it more visual. Trust me, when your website looks amazing and your story is flawless and inspiring, you won’t be able to stop sharing it or talking about it. It’s an awesome creation when done right.The difference between primary and secondary KPIsTo be successful, you need to understand the difference between primary and secondary KPIs. The primary KPI should be something that the user can access on your website. This is something that they initiate after being given the opportunity to imagine themselves with your product through your story. The primary KPI should always be very easy to find, such as on the header of the website or on a sidebar.Here are some examples of primary KPI options:Email sign-up form.Request a phone call.Free download of an asset (such as an educational white paper about your product).Purchases (of course).Secondary KPIs, on the other hand, are things that you are measuring on the back end. These are things that you have set goals for and are keeping track of without the consumer even being aware of them.Here are some examples of secondary KPI options:Watching x amount of a video.Increased time on site (e.g., reading multiple blog posts).Social shares.Click-through rates on advertisements.Sales cycle patterns between first click and purchase.How to measure your KPIsHaving all these KPIs in place is great — unless you aren’t using them to learn more about your audience. If you’re just collecting data and not considering what it actually means, it’s useless to you.You need to understand how your social shares help you, and if your social shares are down, you need to know why and what you can do to raise them. You need to understand why users aren’t signing up for your email newsletter and what you can do to make that more enticing.There are some tools that can help you better analyze the data that you get from your KPIs, such as:Google Analytics.Google Analytics Event Tracking.Custom JavaScript to track clicks and other events.Heat mapping to see where your users are spending time on a pageA social shares plugin on WordPress.Understanding and incorporating your leads into the funnelIt is very important to understand where the lead is within the user journey. Asking for additional information on your form can be a great way of collecting data that you can later use to segment. The common form generally asks for the user’s name and email. But if you can gather more information to help segment your users right then, it will help you incorporate your leads into the right spot in the funnel.Adding a list of checkmarks that apply to the services they may be interested in, for example, will allow you to optimize your leads and focus on those with higher intent to convert. You could also add some questions that will allow you to gather more consumer insights, such as:How did you hear about us? This helps you discover which of your marketing avenues are working the best.What is your age range? This is a common question that businesses ask, presenting a range of ages for consumers to choose from. This helps you learn more about who is seeking out your products and services.Ask about their level of expertise relating to your product. For example, if you sell computer equipment, present a multiple-choice question that states “I am a…” with options such as “computer hobbyist, IT service provider, business owner” and so on. This question helps you determine what type of customer is seeking you out.It’s important to keep the number of questions low at any given time. With more data inputs comes more user friction! So don’t get data-greedy. If you put the user through too much, your dropoff rate will only rise.Segmenting the data — MQL vs. SQLMQL refers to “marketing qualified leads” — in other words, engaged leads. These are people that are initiating contact with you, rather than the other way around. You aren’t sure exactly how interested they are (they could just be browsing), but their actions make it very easy to determine where they are in the sales funnel.SQL means “sales qualified lead,” and that means that the lead has already been vetted by your sales efforts as having very high interest. These are people who click on your PPC ads — you had to pay to get their attention, but because they clicked on the ad, you have a good idea that they are pretty interested in what you have to offer.Based on the additional data supplied by a form, or by the way the user converted on the site form vs. white paper or content download, you can segment them into higher levels of leads.And then, based on the segmentation of these levels of intent, you can initiate different strategies with the two groups.For example, your messaging will be different for those who arrived via a click-through on an advertisement. For these SQL leads, you’ll need to focus on why they clicked your ads. Solve their problem with your product.But with MQL leads, you don’t know what their problem is. So instead, your messaging needs to be more focused on getting them to envision themselves with your product.Promotional offers also will be different for SQL and MQL leads. For SQL leads, when you know why they are there, you’ll want to give them promotional offers that get them to buy right then. You already know they plan to buy a product — so offer free shipping to entice them further. With an MQL lead, however, you don’t know if they intended to buy anything. You need to make them feel like they have nothing to lose, so consider a “first-time buyer” discount or something similar.The level of your own engagement will change based on whether a lead was an SQL or an MQL. It’s very important to contact SQLs faster and more frequently, because you want to take advantage of the known interest. With MQLs, you’ll need to keep your message in front of them without overstaying your welcome.Once you know what type of lead a user is, you can then go back and add in layers to help accelerate certain users through your sales funnel. Watch for specific behavioral patterns that signal they’re ready to talk to sales, despite not having completed the entire funnel.I’ve helped brands that were in growth transition — meaning that the types of customers they have now are different from the customers they want to begin attracting. If that’s the case, you need to go back to your product offerings and update them, as well as rebuild your user strategy around your new business plan. Then re-brand your story, and perhaps even re-visualize it for yourself. And then, update your website around that strategy.Testing for conversion rate optimizationSo this is the final aspect of developing a website. You now have an amazing brand identity; your messaging is clear; your products and offerings are amazing; you have designed for complex offerings like B2B or SaaS platforms and you have videos to help speed up the sales cycle. Right?I’m also assuming you already have plenty of lead traffic flow and your business is booming. You might even be in “maintenance” mode. Then, and only then, you are ready to fuss over CRO. If you do this any earlier than you should, you will be spinning your wheels and feeling like you’re getting so much done when you’re not at all. If you’re testing button colors while your brand message is all about you (instead of your users), you won’t be going anywhere for a while.One of the most important aspects of running a lead-gen website is consistent testing — but again, only after you’ve accomplished the other objectives first. Things that are important to test for CRO include:Image types.Copy.Pop-up timing.Button color.CTA copy.Remember that testing is never “finished.” Even if you have a booming business, you should always be tweaking these things to keep attracting new buyers.Have you ever noticed that conversion rate optimization focuses on conversion rate with no mention of revenue or any actual business metrics? That’s because it involves a series of micro goals around a big goal. The complexity of optimizing your site will be tenfold if your message and product-market fit is not rock-solid. So if this is still being proven, you might not know which way is up once you starting bringing CRO into the fold. Kind of like when you start split-testing a mediocre-performing Facebook ad set.You also need to have statistically relevant levels of traffic flowing to the pages you are testing for CRO to even make sense. The amount of traffic you need for testing to make sense will depend on the size of your business and the size of your industry — but consultants who do this for a living suggest that even small businesses in niche industries should be seeing about 1,000 visitors per month before they bother with testing.Be sure you give yourself several months to run a respectable test if your traffic is low. But heuristic (experienced-based) analysis can go far if you set it up correctly.ConclusionThe importance of beginning your lead-gen efforts from the point of view of a storyteller cannot be underestimated. Remember, the steps for creating the best lead-gen website are:Understand your users.Create credibility.Segment your users, creatively.Measure primary and secondary KPIs.Segment the data into MQL and SQL leads or conversion states.Testing.All of this data that you collect is useless without the final step of testing. If you collect data on one set of copy, one type of image, one CTA, and then you never change those things and collect new data, how will you be able to tell what was truly performing well?Maybe you thought 10,000 views a month was wildly successful — until a slight tweak earned you a million views a month! You can generate more leads than you thought possible with these steps… but the quality of execution is everything.From our sponsors: Creating the best lead-gen website, step by step HomeDigital MarketingCreating the best lead-gen website, step by step Related postsLytics now integrates with Google Marketing Platform to enable customer data-informed campaigns14th December 2019The California Consumer Privacy Act goes live in a few short weeks — Are you ready?14th December 2019ML 2019121313th December 2019Global email benchmark report finds email isn’t dead – it’s essential13th December 20192019 benchmark report: brand vs. non-brand traffic in Google Shopping12th December 2019Keep your LinkedIn advertising strategy focused in 202012th December 2019 Posted on 10th March 2018Digital Marketing FacebookshareTwittertweetGoogle+sharelast_img read more

1985-86SuperSonics-10-3 UPDATE (June 30, 5:38 p.m.): Just as we were publishing this story, it was reported that Minnesota Timberwolves’ point guard Ricky Rubio will be traded to the Utah Jazz for a first-round draft pick. The story has been updated to reflect the trade.It’s a dangerous time of year to be an NBA fan. With free agency officially getting underway on Saturday, and players such as Paul George available via the trade market, you can talk yourself into any number of far-fetched scenarios wherein your favorite team puts just the right pieces together and suddenly becomes a contender. (What if the Spurs added Blake Griffin? What if the Celtics brought in both George and Gordon Hayward?) Sometimes dreams really do come true — like when the Rockets landed Chris Paul this week — but most of the time, you’ll wind up disappointed instead.At FiveThirtyEight, we sometimes play this dangerous game with spreadsheets — specifically, with a spreadsheet that projects team records based on our CARMELO player projections. And there’s one team that really caught our spreadsheet’s eye: the Minnesota Timberwolves. The Wolves already made their big move of the summer, acquiring the Bulls’ Jimmy Butler for Zach LaVine, Kris Dunn and an exchange of first-round draft picks. When we plugged the Wolves’ CARMELO projections into the spreadsheet,1Assuming the Wolves re-sign restricted free agent Shabazz Muhammad but make no other changes. it came up with a projected record of 50-33. 2011-1276ers-8+3 Karl-Anthony Towns37+3.7+0.3 2002-03Nets-7-2 Nemanja Bjelica16-0.7+0.7 The Timberwolves look like contendersCARMELO projections for the 2017-18 Minnesota Timberwolves What could go wrong — or very, very rightIn addition to all the bad things that could happen to the Wolves from a basketball standpoint — injuries, poor chemistry, etc. — they’re also a challenging team to forecast. For the past two seasons, the Wolves have unquestionably had a lot of talent on their roster but have also unquestionably been bad. It isn’t quite as clear why this disconnect occurred. Towns, Wiggins, Rubio and LaVine are all somewhat unusual players, and they each engender disagreements both between the various statistical systems and between stats and “eye test” evaluations. The way RPM and CARMELO looked at the Wolves, Wiggins and especially LaVine were part of the problem last season, while Towns and Rubio were part of the solution. If that assessment was wrong, then jettisoning LaVine could be more costly than the system assumes. And as I mentioned, RPM and CARMELO view Butler as a borderline-superstar player and not “merely” an All-Star; that’s another source of uncertainty.On the flip side, the Timberwolves do have some additional cap space and an opportunity to round out their roster via players such as Taj Gibson, J.J. Redick or Danilo Gallinari. Even modest improvements could go a long way because they don’t have a deep rotation as currently constructed.Or the Wolves could go really bold and package Wiggins for another star. Before landing Butler, the Timberwolves were reportedly in the market for George, for example. But a straight-up trade of Wiggins for George would work under the NBA’s salary cap rules given the Wolves’ extra cap space. It would be a hugely risky move — George will be a free agent next summer and has said he wants to play for the Lakers — but a core of George, Butler and Towns could make the Timberwolves legitimate title contenders. Or at least, the spreadsheet says so. Repacement-level players43-1.7-0.3 PLAYERMIN. PER GAMEOFF. PLUS/MINUSDEF. PLUS/MINUS WINSLOSSES Justin Patton8-2.6+0.4 2010-11Timberwolves-7-2 Team total240+5.4+1.1 1994-95Trail Blazers-8-4 Timberwolves’ projected record49.532.5 ACTUAL – PYTHAGOREAN WINS 1999-2000Nets-70 Jimmy Butler33+3.8+1.0 But that doesn’t account for the significant cap space cleared by the Rubio deal. If Minnesota added free agent point Jeff Teague, for example, their projected record would improve to 53-29. If they signed Kyle Lowry instead, they’d project to finish at 58-24. They could also use the extra cap room to sign a frontcourt player.Projecting the Timberwolves to win 50-something games seems awfully daring, especially for a team that’s burned CARMELO in the past. (CARMELO boldly projected the Wolves to win 46 games last season. Instead, they won 31.) But let me walk you through what the system is “thinking.” The projection reflects a combination of three factors: Butler, the Timberwolves’ youth, and their bad luck last season.Jimmy Butler is really good, and he’s replacing players who were really badCARMELO expects Butler to be worth about 10 wins next season, as compared to a replacement-level player. Oftentimes, replacement level is too low a bar when it comes to assessing an NBA acquisition. If the Celtics added players such as George and Hayward, their minutes would partly come at the expense of other pretty good players such as Avery Bradley and Jae Crowder.2And they also might have to sacrifice players such as Bradley and Crowder as part of trades, or to clear cap room. Thus, their net gain might not be as large as you’d think.But the players the Wolves gave up for Butler weren’t making positive contributions at all, at least according to advanced statistics such as Real Plus-Minus and Box Plus/Minus. (CARMELO uses a combination of these stats to make its projections, weighting RPM more heavily.) LaVine is a good athlete who can create shots but who was woefully inadequate on defense; thus, he was no better than replacement level last season, these metrics figure. And Dunn, like many rookies, was overmatched, playing at a below-replacement-level clip. Thus, Butler is a true 10- or 11-win upgrade, relative to the players Minnesota gave up for him.We should note, however, that where Butler falls on the spectrum between “really good” and “superstar” is a matter of some debate. According to RPM, Butler was the seventh-best player in the NBA last season on a per-possession basis and the third most valuable by wins added above replacement level when also considering his playing time. By a more subjective measure — the views of sportswriters voting for the All-NBA teams — he was somewhere between the 11th- and the 15th-best player in the league, by contrast.Karl-Anthony Towns and Andrew Wiggins should continue to improveThe Wolves’ two former No. 1 overall picks are young — Karl-Anthony Towns turns 22 in November, while Andrew Wiggins will turn 23 in February — and both still have plenty of room to grow, especially on defense. Towns already has a well-rounded offensive game, having developed into a dangerous outside shooter last year (37 percent from 3-point range). But the advanced metrics are somewhat split on his defense, with RPM viewing it as below-average — unusual for a 7-footer3RPM almost always rates players that tall as net-positive defenders. — while stats based on opponents’ field goal percentages suggest that he does a respectable job of rim protection. Towns’s defense tended to fall apart in the fourth quarter last season, and overwork could have been an issue — he was second in the NBA in minutes played, behind Wiggins.Wiggins’s indifferent defense has been a subject of frequent critique at FiveThirtyEight. But the advanced metrics are uniformly in agreement that it’s poor. He allowed an effective field goal percentage of 56 percent last season on shots where he was the nearest defender.4And a maximum of 6 feet from the shooter; we consider shots where no defender was within 6 feet to have been uncontested. NBA shooters also have an effective field goal percentage of 56 percent on uncontested shots, so it’s as though he wasn’t playing defense at all. Because Wiggins is a good athlete with a long wingspan — factors that usually predict good defense — the problems mostly boil down to technique and effort, and those things can sometimes be improved.The Timberwolves were unluckyMinnesota was outscored by only 1.2 points per game last season, and yet they went 31-51. If that seems like a mismatch, it is. A team with that point differential would typically expect to go about 38-44, according to the Pythagorean record as calculated at Thus, the Wolves underperformed by seven wins last year, relative to their number of points scored and allowed. That’s because they didn’t play well in crunch time and went 10-18 in games decided by 6 points or fewer.It’s easy to come up with hypotheses for why they played so poorly in these situations. Towns and Wiggins played too many minutes; Wiggins and LaVine took poor shots; Rubio isn’t a scorer, which limited their options in the half-court; they were bad on defense overall, and those differences are magnified in crunch time.The fact is, however, that teams who underperform their Pythagorean records by as much as the Wolves did last season usually don’t have the same problem the next time around, or at least not to the same extent. There had been 19 previous cases since the NBA-ABA merger where a team underperformed its Pythagorean record by seven or more wins. On average, they fell only one win short of their Pythagorean record in the following season. There’s certainly some skill in which teams fare best in crunch time — and Butler, who’s both a good defender and a versatile scorer, can help the Wolves with that — but losing so many games in the clutch is usually partly a matter of bad luck. Shabazz Muhammad16-0.1-3.1 2013-14Timberwolves-8-3 Tyus Jones15-0.3-0.8 Cole Aldrich10-2.2+2.6 1997-98Pistons-9-3 Source: 2007-08Raptors-80 1992-93Kings-8+2 1996-97Celtics-7+3 1994-95Bulls-7+2 Gorgui Dieng30-1.0+2.6 1976-77Suns-9-2 1991-92Timberwolves-8-2 1989-90Timberwolves-7-1 Average-8-1 1984-85Trail Blazers-7-4 1982-83Pacers-7-2 1978-79Bucks-9-2 2006-07Celtics-7-1 SEASONTEAMSEASONFOLLOWING SEASON Andrew Wiggins32+1.5-1.9 Teams like the Timberwolves usually improved their luckDifference between actual and Pythagorean wins for teams that underperformed their Pythagorean record by 7 or more wins, 1976-2017 read more

The Ohio State women’s soccer team won its first Big Ten Championship in 2010, but as spring scrimmages and offseason workouts are taking place, coach Lori Walker is determined to keep her players focused on what lies ahead. “What was, was,” Walker said after a 2-2 tie in a scrimmage against Louisville on Saturday. “It’s real easy to get caught in the trap of wanting to be in last year, and we’re not.” The team lost five seniors after last year, and as defender Danielle Scoliere enters her senior season, she said she knows it’s time to increase her role, as well as prepare her younger teammates to do the same. “It’s really time to step up and be a leader,” she said. “I’m trying to make sure some of the younger girls do that as well.” Scoliere scored the team’s second and final goal in the first half of Saturday’s scrimmage. The first goal came from defender Aly Walker on an assist from forward Paige Maxwell. Maxwell, the 2010 Big Ten Player of the Year, is also working to improve her roles with the team. “(I want to) focus on the things I’m not comfortable with and not be afraid to make mistakes,” Maxwell said. “I’m trying to do my job well and have my team be able to rely on me.” Both Maxwell and Scoliere stressed that improving fitness is a must during the spring and summer. Goalie Katie Baumgardner, who didn’t allow a goal during her time on the field Saturday, has found some extra motivation to continue improving her physical conditioning. Baumgardner, along with teammates Walker and defender Colleen Brady, is planning to run in the Capital City Half Marathon, which takes place May 7. Both Baumgardner and Brady are seniors going into the fall. Walker will be a junior. “We’ve been running a lot,” Baumgardner said. “We do it all the time, so we figure we might as well put it to use and have a little bit of motivation. “We’re doing a good job of communicating and growing with the team. We’re connecting. We’re starting to look more like an early-season team going into the fall.” The team’s next spring game will take place at 1 p.m. Saturday when it takes on Notre Dame in Xenia, Ohio. read more