Channel: Analytics & Conversion

    • A 9-step guide to increase your landing page conversion rate

      Landing pages are a crucial element of inbound marketing strategies. Companies that have increased the number of landing pages from 10 to 15 see 55 percent growth in the total number of leads, so with this in mind, you need to reconsider your marketing strategy. What we’ve noticed over our more than 30 years of experience in the industry is that one of the biggest challenges ...

      Marketing Land- 16 readers -
    • 5 A/B testing resolutions you should embrace in 2017

      A year’s beginning is the most ambitious of times for teams and businesses — lots of reflection, planning, strategizing, revamping approaches, right? To get you off to a good start, we have listed five A/B testing resolutions that should take in 2017. A/B testing is a relatively young practice, yet it only takes a Simple A/B Testing Guide and an intuitive A/B testing softwar ...

      Marketing Land- 14 readers -
  • What distinguishes conversion optimization from good design?

    … Good design, the thinking goes, will naturally increase conversion rates. Will it? This is the “best practices” approach to optimization. It’s a practice that we stopped doing five years ago. A/B testing humbled us, demonstrating that what worked for one website often hurt another. Is conversion optimization necessary as a stand-alone industry…

    Brian Massey/ Marketing Land- 6 readers -
  • Devices don’t buy products; people do

    … to the same person, thereby increasing our advertising value and informing our strategy. The challenge with this deterministic approach is that it’s oriented entirely around purchasing media with a specific company. Now it’s no longer the marketer’s customer, and you’re locked into buying media on their channel. Another approach is probabilistic…

    Marketing Land- 15 readers -
  • Google Data Studio removes 5 free reports limitation

    … If you’ve been using the free version of Google Data Studio and run up against the limit of five reports per account, good news. All accounts can now create an unlimited number of reports in Data Studio. Google introduced a free version of its data visualization and reporting tool a couple of months after the launch of Google Analytics 360…

    Ginny Marvin/ Marketing Landin Google- 16 readers -
  • 9 studies for landing pages that work

    … and study’s.” When I say “Do a study,” I refer to the act of stopping during development and asking yourself, “Do we have any data to help with my current design decision? If not, could we collect some?” Some studies may only require a quick peek at your analytics. Others may require that you collect some data and may take days or weeks. All…

    Brian Massey/ Marketing Land- 14 readers -
  • 6 UX principles marketers can’t afford to overlook

    … existing forms is to reduce the number of fields. Setting aside the fact that humans are lazy and would rather type one less thing into a box, it has been proven that shorter forms result in higher conversions: Take this behemoth with 18 fields as an example: By cutting the form down to just six fields — the only fields that mattered — the company…

    Marketing Land- 20 readers -
  • Integrated Marketing Analytics: Creating a single source of data truth

    … Creating a single source of data truth to optimize marketing investments and performance may seem like a daunting task. But it can be simple with the right approach and technology. Join Cardinal Path’s David Booth and IBM’s Andrew Douglas to learn the right ingredients and best practices to get integrated marketing analytics right, so you can…

    Marketing Land- 16 readers -
  • The tracking trap in digital marketing

    …. The probabilistic attribution might show some lift, but conversions from radio are often time-shifted and can even be geo-shifted because listeners are driving. So that leaves us with geographic incrementality — a mushy metric. This type of data is not going to provide a lot of insight into which messaging performed best, or which radio stations drove the best…

    David Rodnitzky/ Marketing Land- 31 readers -
  • Cheap data: You are about to get so much better at marketing

    … In 2012, my agency, Conversion Sciences, completed an eye-tracking study of video. To complete that study, we sought 25 random individuals, equally mixed by gender, to watch an eight-minute video and complete a survey. The infared camera and software were relatively inexpensive, at $7,500. We used an email campaign over a month to find…

    Brian Massey/ Marketing Land- 18 readers -
  • Digital analytics industry veteran roundup: What’s in store for 2017

    … will require commitments to systems, processes, people, mastery of core implementation and analysis skills from the start, and of course budgets, but if you can begin to score wins across the multiplicity of devices, channels and datasets, you will have laid a foundation for a sophisticated analytics practice and competitive advantage through data…

    David Booth/ Marketing Land- 29 readers -
  • How analytics data should fuel creativity

    …. And the analytics data can tell you immediately how people are responding to your choices. For example, surveys show that time-constrained consumers prioritize the content they consume. If they have only 15 minutes to check something out, 66 percent would rather see a video about breaking news than read an article. And when skimming articles about trends, 59…

    Loni Stark/ Marketing Landin How To's- 25 readers -
  • 6 questions to help you evaluate an attribution modeling vendor

    … Full disclosure: I am not a data scientist, yet below I’ll talk about modeling for marketing measurement. Disclosures are tricky. Facebook will be sued over its disclosure of the snafu in its video metrics. Would they be in this legal mess if they had not revealed the mix-up? I think the answer is yes, eventually, as truth cannot stay hidden…

    Marketing Land- 13 readers -
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