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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.
Reading Time: 6 minutes On Sunday, June 19, the Cleveland Cavaliers beat the Golden State Warriors in Game 7 of the NBA Finals. The franchise, founded in 1970, had never won an NBA championship. A few weeks after the Cavs’ victory, Nike released a spot called “Worth the Wait”. As of this article being published, the video on YouTube has over 5.6 million views.
Reading Time: 4 minutes Let’s say you’re segmenting traffic to your website. You’re segmenting traffic because, in a digital world brimming over with messages, you want to make sure that the messaging on your site is Relevant to the right user at the right time. And segmentation allows for personalization.
Reading Time: 8 minutes There was a time when simply launching an A/B test was a big deal. I remember my first test. It was a lead gen form. I completely redesigned it. I learned nothing. And it felt like I was on top of the world. Today, things are different, especially if you’re a major e-commerce company doing high-volume conversion optimization in a team setting.