39% of Marketers Couldn’t Identify Which of Two Landing Pages Converted Higher. Here’s Why.

At a recent higher education marketing and enrollment conference, we decided to put marketers to the test. We asked every marketer we spoke with to guess which of two landing page designs had a higher conversion rate. The result? A whopping 39% of the marketers we asked selected the losing landing page. Here's why.

 

9 Research-Backed Ways to Improve Your Landing Pages

9 Research-Backed Ways to Improve Your Landing Pages

While there’s no better way to improve your landing pages than to get qualitative and quantitative feedback from your target audience, research shows that there are many ways to generally increase their effectiveness. If you don’t have the resources to get feedback from your audience for page improvements (you should try to get them, if possible), try some of the following data-backed tips of the trade.

How Storytellers and Engineers Conspire for Efficient Brand Messaging

How Storytellers and Engineers Conspire for Efficient Brand Messaging

It takes top-grade engineering skill to design the biggest, fastest, most-powerful pipes to deliver information. It also takes very skilled artists, writers, and designers to create the sounds, images and words that will make the greatest impact on an audience. And it takes a combination of the best analysis—these days, drawing on the conclusions of both machines and people—to figure out how to put it all together.

5 Biggest Challenges Marketers Face in Conversion Optimization

5 Biggest Challenges Marketers Face in Conversion Optimization

Conversion optimization, which is increasing the percentage of your web visitors that convert into customers or take a desired action, is a modern must-do in internet marketing. While the benefits are strong, the process does have its challenges. Marketers who are new to conversion optimization should be prepared for the following common speed bumps and plan accordingly, knowing that there are certain tradeoffs and tools that can be used to overcome them.

 

A Marketer’s Guide to Machine Learning: How to Craft Your Dataset for Success

A Marketer’s Guide to Machine Learning: How to Craft Your Dataset for Success

With machine learning tools becoming easier to use, more and more marketers are leveraging the technology. It’s tempting to simply dump data into an algorithm in search of patterns. However, these algorithms, no matter how powerful, still obey the rules of “garbage in, garbage out.” Therefore, it’s incumbent on the analyst to make sure the data is valid. Read on to learn how to craft your dataset so the output is valid.

How Machine Learning is Shaping the Digital Marketer's Toolkit

How Machine Learning is Shaping the Digital Marketer's Toolkit

Digital marketers have been using basic versions of machine learning for several years, although they may not have realized it. Now, machine learning has become even more sophisticated and accessible, and the industry is seeing rapid growth in ML marketing solutions. Here's how ML will impact digital marketing in the years to come.