Our ‘losing’ experiment revealed an insight that led us to a huge winner, underlining the importance of experiment design.
The fact is that a lot of the people relying on Google Analytics are relying on bad data. No, not because Google Analytics is awful. Because their configurations are broken.
And if your configuration is broken? Well, you’re likely managing the wrong things and making poor choices based on incorrect (or incomplete) data.
Conversion Rate Optimization (CRO) has greatly risen in popularity across various online industries, in recent years. And in all probability, it’s going to receive even more attention in 2016. However, with the increased recognition and acceptance of CRO, and the ever-changing consumer behavior on the internet, conversion rate optimization has to evolve.
Most articles will tell you that poor grammar can kill sales. While not as important in blog posts as in sales copy, grammatical errors can dissolve credibility, possibly resulting in less sales.
Grabbing a reader’s attention is only the first step. Once you’ve pulled them in, your job has only just begun. The elements of your site and your promotion must work in tandem to create a user experience that never lets go of the reader’s attention. Today we’ll look at these elements and how you can optimize each one for maximum results.
A lot of the web agency owners that we speak to every day are constantly trying to find ways to grow their businesses. They may be just starting out or they may have a well established business, but the desire and struggle to grow is always there. Some of these agencies may have done some eCommerce design work, but most haven’t consciously decided to focus on making this a top priority.
Conversion optimization is hard, but often the heaviest lifting is often organizational – changing an organization from a gut-based approach to one driven by data and experimentation.
Picture, perhaps, a Director of Marketing at a large, stable company with a solid brand. She’s on the cutting edge of digital marketing, reads articles like this and wants to implement a testing culture within her team and organization. Problem is, HiPPOs at her company are staunchly opposed due to a variety of entrenched ideas and political woes.
Or perhaps you’re heading growth at a fast-growing startup and want to build a culture of testing and continuous data-driven growth. How can you build a culture of experimentation, when some executives opinions are so strong and their beliefs so entrenched?
When you hear “data segmentation”, your instinct might be to bury your head in the sand or fall asleep. Why? Well, segmentation can seem daunting (or boring) to those unfamiliar with it. It’s an unfortunate truth because segmentation is perhaps one of the most effective tools at our disposal. The ability to slice and dice your Google Analytics data is the difference between mediocre, surface-level insights and meaningful, useful analysis.
You know that persuasion is a powerful weapon. Perhaps you’ve even read our 18 Cognitive Biases You Can Use for Conversion Optimization and realized that you are definitely not dealing with rational visitors. However, there is so much more to persuasion than what can be boiled down to a handful of core principles…
In the late 90s, marketers who dabbled with web site marketing had a few things they kept track of.
Hits – the number of times an element (like an image) gets loaded
Views – the number of times pages get loaded for a visitor
Visits – the number of sessions a site has with visitors
Hits are just bad. The number of times your image or script gets loaded has nothing to do with how successful your web site is. (Later, it earned the acronym HITS, which stands for “How Idiots Track Success.”)
Views and visits , some of the only things you could reasonably track back then, fared better. But they’re still not indicative of overall online marketing success.
The problem is, a lot of marketers never moved on from views and visits – essentially tracking web site success like it’s 1998. If views and visits are still some of your biggest metrics (or worse, ONLY metrics) then it’s time for a 2016 overhaul.