May 18, 2016
You did it! You drove traffic to that key page. As a seasoned marketer, you know not to celebrate yet. Some users will do what we want; convert on site, purchase, ask for more information, or simply enjoy our jazzy content. Others will leave and move on with their day. “But I want more!” I feel you! The next step is to test segments of traffic to see if we can increase performance.
April 29, 2016
If you already have reliable Google Analytics data, do you really need to run tests? The answer is yes – if you want reliable data for optimization.
March 31, 2016
The key to making test taking as painless as possible is proper preparation. Since most of the people reading this blog have taken the GA IQ, I’m just going to highlight the main differences between the GA IQ and the Optimizely Platform Certification.
March 17, 2016
What is one element of business that every boss cares about? Money. Specifically, Return on Investment (ROI). If you plan to convince your boss that Conversion Rate Optimization (CRO) is the way to go, then you need to prove that optimizing your website, app, ads or whatever else is going to make the company money. […]
October 14, 2015
“Optimized” should scare you. The verb, to optimize, is innocuous, but the extra character on the end that puts it in past tense causes problems. It signifies finality and completion. It implies that a task can be crossed off the list, which is often not possible or at least not recommended. “My AdWords account is […]
August 24, 2015
In the last post, we went over how to set up your AdWords copy tests and reviewed common variables for testing. If you missed it, get caught up here. Now, we’ll go over how to end your tests and measure your results. When testing ad copy, we emphasize click-through-rate (CTR) over conversion rate. Ad copy […]
July 8, 2015
I’m often asked by companies who are looking to start up with A/B testing what best practices they should be aware of. My answers vary by time of day, week, season, and I try and give different answers to gauge the response to my advice. So far my human experimentation has proven the following: 1. […]
May 19, 2015
“Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.”-Bill Bernbach You can’t A/B test everything. I’ll just throw that fact out there to start. Some things you’ve got one shot. A cover letter with your resume for that job you really want. You can’t send two cover letters and ask […]
October 13, 2014
Troubleshoot ecommerce analytics by taking a “data snapshot” the moment tracking occurs. Use our code and handy checklist to detect hard-to-find issues. Something is wrong with your ecommerce analytics data, but you’re not sure exactly what. You’ve checked the tracking code and it looks fine. That means the problem is probably coming from the server […]
October 6, 2014
The odds are that my company’s marketing manager is scowling at me right now. Heck, the odds are that your company’s marketing manager is scowling at me right now. Why? Content marketing is tough to measure, yet essential to so many businesses. But someone needs to say it: Not every organization should have a blog. […]