Optimization Strategy

    • “The more tests, the better!” and other A/B testing myths, debunked

      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.

      WiderFunnel- 12 readers -
  • Your growth strategy and the true potential of A/B testing

    …: they think too small. Their testing strategy is hyper focused on increasing conversions. Your Analytics team can A/B test button colors and copy tweaks and design changes until they are blue in the face. But if that’s all your company is doing, you are missing out on the true potential of conversion optimization. Testing should not be a small piece…

    WiderFunnel- 13 readers -
  • A day in the life of an optimization champion

    …, Global Analytics and Ecommerce Conversion Lead at ASICS, and Sarah Breen, Global Ecommerce Product Lead at ASICS. ASICS, a global sporting goods retailer, is a giant company with multiple websites and marketing teams in multiple regions. For an organization like this, deciding to pursue conversion optimization (CRO) as a marketing strategy…

    WiderFunnel- 9 readers -
  • How to be a heavy hitter in enterprise e-commerce CRO

    … optimization in a team setting. The demands have shifted; the expectations are far greater. New tools are being created to solve new problems. So what does it take to own enterprise e-commerce CRO in 2016 compared to before? Make money during A/B tests While “always be testing” is a great mantra, I have to ask, “is you ‘always be banking?’” Most of us have…

    WiderFunnel- 14 readers -
  • How to A/B test for long-term success (don’t underestimate insights!)

    … and the ability to gain insights from the results. For more on proper Design of Experiments, you should read this post >> “Design your A/B tests to get consistently better results” We see Optimization Managers make the same mistakes over and over again, discounting the future for results today. If you overlook testing “down-time” (those…

    WiderFunnelin How To's- 12 readers -
  • How to interpret scrollmaps for A/B testing

    … doing or considering conversion optimization (and you should be), it’s a good idea to incorporate scrollmaps, clickmaps, and heatmaps into your analytics arsenal. Scrollmaps are particularly useful because where you’re testing is just as important as what you’re testing. (I’ll get into this more in a second). If you haven’t explored this aspect…

    WiderFunnelin How To's- 12 readers -
  • The high cost of conversion-before-education thinking

    … information at the right time. In the end, an ill-educated, misguided or unqualified prospect is a waste of your time, regardless of positive conversion rate percentages. Don’t simply guess at what information to present to your users and when – test it, instead. How does education fit into your optimization strategy? Have you tested providing your…

    WiderFunnel- 11 readers -
  • How to write a hypothesis

    … is necessary for your optimization team. If your tests are based on random ideas you googled or were suggested by a consultant, your testing process still has its training wheels on. Great hypotheses aren’t random. They’re based on rationale and aim for learning. Hypotheses should be based on themes and analysis that show potential conversion…

    WiderFunnelin How To's- 14 readers -
  • 5 business must-haves for successful conversion rate optimization

    … was a foreign concept. Today, “conversion optimization”, “CRO”, “growth hacking”, “lean enterprise”, “growth optimization”, and “optimization strategy” are all buzzwords in the marketing world. Most companies understand the importance of optimization (and the negative impact of missing this train). But, as one of WiderFunnel employee pointed out…

    WiderFunnel- 18 readers -
  • The top 8 marketing trends for 2016

    … created by the Global Optimization Group. 6. The conversion optimization tipping point When we first launched in 2007, we had to focus our energy on convincing companies of the value of conversion rate optimization (CRO). Almost 10 years later, there’s no more question of whether an optimization strategy is good for business. Now, the questions are about…

    WiderFunnelin Content- 25 readers -
  • 7 habits of highly effective CRO strategists

    …How are you going to improve your optimization strategy in 2016? It’s that time of year, again: a time for reflection and resolutions. As you look forward, you may be asking yourself… What worked this year? What needs improvement? How can I take my optimization strategy to the next level in the New Year? The WiderFunnel team answering your…

    WiderFunnel- 11 readers -
  • The best optimization process just got better

    …. We call it the Infinity Optimization Process. What is the Infinity Optimization Process? WiderFunnel’s Infinity Optimization Process™ The most advanced organizations view optimization as an ongoing strategy. It’s not a one-time project and it doesn’t have an end point where the company’s experiences are “optimized”. WiderFunnel’s Infinity…

    WiderFunnel- 16 readers -
  • Do A/B test results fade over time? Surprising results from three years of data.

    … tickets and so on. DMV.org’s homepage. The thousands of pages of content customized for drivers in each state are fertile ground for a rapid testing optimization program. With WiderFunnel’s support, the company has built a world-class optimization program that has consistently lifted its revenue. In fact, for three years running, the program has…

    WiderFunnel- 17 readers -
  • A/B testing during the holidays: Risks and rewards

    … Are you considering running A/B tests this holiday season? Testing during the holidays may seem like a good idea — after all, the spike in traffic can help complete a test quickly — but it’s important to understand how the results might be skewed. Consumer behavior is different during the holidays: their sense of urgency is higher, or they may…

    WiderFunnel- 12 readers -
  • Research shows secrets of the top landing page optimizers

    … rated time on page lower on the list of metrics to track. “Tracking time on page can be useful as an analytics metric,” says Olivia Williams, a WiderFunnel Optimization Manager. “But be careful — time on page can be positive or negative depending on the situation and your conversion goal.” Bounce rate came in fourth, with 32% of respondents…

    Chris Goward/ WiderFunnel- 25 readers -
  • Adopt framework thinking to be a marketing optimization leader

    … than other optimization agencies. I was actually just asked that question again today. And, while there are many possible answers: great clients, amazing team, high-performance culture, awesome results, years of experience, deep test archives, etc, one aspect stands out. I made an important decision when we began as a purely Conversion Rate…

    Chris Goward/ WiderFunnel- 20 readers -
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