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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.
Reading Time: 8 minutes Alright, folks, this week we’re getting technical. This post is geared toward Web Developers who’re working in conversion optimization, specifically those who are testing on AngularJS (or who are trying to test on AngularJS). Angular, while allowing for more dynamic web applications, presents a problem for optimization on the development side.
Reading Time: 17 minutes Let’s talk about words that convert users. It’s what every marketer is after, after all: those magic beans…err…words that transform visitors into customers. Hold up. Did you click that banner? Because I’d like to take a look at that call-to-action (CTA). “You should take our free Optimization Maturity Quiz instantly because it’s new!” Theoretically, ...
Reading Time: 6 minutes Imagine you’re a factory manager. You’re under pressure from your new boss to produce big results this quarter. (Results were underwhelming last quarter). You have a good team with high-end equipment, and can meet her demands if you ramp up your production speed over the coming months.
Reading Time: 2 minutes TL;DR: After 7 months of testing with weBoost, an electronics manufacturer, their website looks radically different and the company has seen an over 100% lift in their year-over-year conversion rate. This is evolutionary site redesign (ESR) at work. Read the full case study here. The company The hero section from weBoost’s (current) homepage.
Reading Time: 6 minutes Do you remember when people used to buy full music albums? Like, the good ‘ol days of records, cassette tapes and CDs? The days before iTunes made it easy to be a one-off consumer, obsessed with the next, delicious single? Well… your web page is your hit album. When you created it, you probably envisioned it in its entirety, as the sum of its parts.
I’m terrible at remembering names. I was in high school when I first read How to Win Friends and Influence People by Dale Carnegie. One of the six ways he said to make people like you is “Remember that a person’s name is, to that person, the sweetest and most important sound in any language.” According to Dale Carnegie, people love to hear their own names. It’s true.
Are you pushing your visitors toward an action before they’re ready? Do your visitors have all the information necessary to buy with confidence? Or, are you setting them up to become satisfied customers? A couple of weeks ago, I wrote a post called The problem with your high conversion rate. In it, I focused on the dangers of optimizing for the click rather than for your custom ...
What’s your ultimate business objective? You shouldn’t have any trouble answering that question. And yet, when it comes to conversion optimization, there’s often a large disparity between: What marketers are measuring, and Their ultimate business objectives Many companies fall into the trap of optimizing for the conversion rather than for the bottom-line.