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Reading Time: 2 minutes As the Cannes Lions Festival is wrapping up this week, we’re seeing the annual breathless, self-congratulatory statements coming out of agencies with photos of their awards and sun-tanned creative teams sipping champagne. Thanks for the trip to the south of France, clients! We’d like to thank the little people who made this possible. They should feel proud.
Reading Time: 2 minutes What would you do with 21% more sales this month? I bet you’d walk into your next meeting with your boss with an extra spring in your step, right? Well, when you implement a strategic marketing optimization program, results like this are not only possible, they are probable.
Reading Time: 6 minutes The customer-centric focus Over the past few years, one message has been gaining momentum within the marketing world: customer experience is king. “Customer experience” (CX) refers to your customer’s perception of her relationship with your brand—both conscious and subconscious—based on every interaction she has with your brand during her customer life cycle.
Reading Time: 5 minutes Gettin’ technical. We talk a lot about marketing strategy on this blog. But today, we are getting technical. In this post, I team up with WiderFunnel front-end developer, Thomas Davis, to cover the basics of server-side testing from a web development perspective. The alternative to server-side testing is client-side testing, which has arguably been the ...
Reading Time: 7 minutes Landing page optimization is old news. Seriously. A quick google will show you that Unbounce, QuickSprout, Moz, Qualaroo, Hubspot, Wordstream, Optimizely, CrazyEgg, VWO (and countless others), have been writing tips and guides on how to optimize your landing pages for years. Not to mention the several posts we have already published on the WiderFunnel blog since 2008.
Reading Time: 7 minutes You’ve been pushing to do more testing at your organization. You’ve heard that your competitors at ______ are A/B testing, and that their customer experience is (dare I say it?) better than yours. You believe in marketing backed by science and data, and you have worked to get the executive team at your company on board with a tested strategy.
Reading Time: 8 minutes Will the real A/B testing success metrics please stand up? It’s 2017, and most marketers understand the importance of A/B testing. The strategy of applying the scientific method to marketing to prove whether an idea will have a positive impact on your bottom-line is no longer novel.
Reading Time: 9 minutes Build a marketing team that gets results Marketers always want to hear about results: 100% conversion rate lift, doubled revenue year over year, 89% increase in qualified leads, etc. It makes sense: Results are promising, they’re easy to sell, they encourage you to imagine yourself in that person’s shoes, and to imagine those results at your company.
Reading Time: 8 minutes The experts weigh in on this year’s most important trends It’s January 24, and marketers are striding forward into 2017. This post is a collection of predictions from a few of our favorite digital marketing experts on the trends that you must pay attention to this year. From copy guru Joanna Wiebe, to Hubspot UX-pert Austin Knight, to Microsoft’s PPC pro ...
Reading Time: 10 minutes ‘A-ha!’ moment (n.): An insight that leads to more substantial revenue lift and profitable growth for your company (e.g. the moment all Optimizers live for). At WiderFunnel, our mission is create profitable ‘A-ha!’ moments for our clients every day. Last year, I created a five-part ‘A-ha!’ moments series: Five mini blog posts focused on five of our fav ...
Reading Time: 5 minutes A little over a year ago, Harper Grubbs, Director of Digital Marketing at Heifer International, began his search for a conversion optimization partner. As luck would have it, one of Heifer’s partners pointed Harper in the direction of WiderFunnel. Harper did some research and decided to reach out…and so began a very exciting partnership.
Reading Time: 9 minutes If you were planning to race your car, you would want to make sure it could handle the road, right? Imagine racing a car that is not ready for the surprises of the road. A road that is going to require you to twist and turn constantly, and react quickly to the elements. You would find yourself on the side of the road in no time.
Reading Time: 6 minutes It’s easy to get stuck in a work routine. To go to the office every Monday to Friday, use a particular set of skills, sit at the same desk, talk to the same team members, eat at the same lunch spot… While routine can be a stabilizing force, it can also lead to stagnation and a lack of inspiration (a worrisome situation for any marketer).
Reading Time: 7 minutes Imagine being a leader who can see the future… Who can know if a growth strategy will succeed or fail before investing in it. Who makes confident decisions based on what she knows her users want. Who puts proven ideas to work to cut spending and lift revenue. Okay. Now stop imagining, because you can be that leader…right now. You just need the right tool.
Reading Time: 3 minutes In two weeks, Chris Goward will be teaching a workshop and speaking at B2B Marketing Forum 2016 in Boston. Put on by the good folks at MarketingProfs, the Forum is one of the best annual events for business-to-business marketers. I sat down with MarketingProfs Chief Content Officer, Ann Handley, to talk about what attendees can expect at this year’s conf ...
Reading Time: 7 minutes Cars are scarce in my group of friends. Most of us are in our late 20’s, living in Downtown Vancouver, where there’s plenty of public transit, parking is difficult, and expenses are high. Owning a car doesn’t really make sense. Until one of us needs help moving, of course. My boyfriend, Andre, owns a 1997 GMC Sierra 1500; needless to say, he gets hit up ...
Reading Time: 2 minutes TL;DR Canada’s largest sporting goods retailer has a multi-faceted optimization program, but two recent tests revealed impactful insights about the company’s ‘Free Shipping’ value proposition. Read the full case study here. The Company Sport Chek is Canada’s largest national retailer of sporting goods, footwear and apparel.
Reading Time: 9 minutes A few weeks ago, a Fortune 500 company asked that I review their A/B testing strategy. The results were good, the hypotheses strong, everything seemed to be in order… until I looked at the log of changes in their testing tool. I noticed several blunders: in some experiments, they had adjusted the traffic allocation for the variations mid-experiment; some ...
Reading Time: 6 minutes “What are the best marketing channels to invest in for my business?” As a marketer, this is a question you’ve probably mulled over, over and over again. And it all comes down to Return on Investment (ROI). You should spend your marketing dollars on the strategy or strategies that you can prove will get you the biggest bang for your buck.
Reading Time: 9 minutes How do you make conversion optimization a priority within a global organization? Especially, when there are so many other things you could spend your marketing dollars on? And how do you keep multiple marketing teams aligned when it comes to your optimization efforts? These are some of the challenges facing Jose Uzcategui, Global Analytics and Ecommerce Conversion Lead a.