Elephant in the Room: The Massive Shortcoming of A/B Testing That Nobody is Talking About
You can’t be in the online marketing business long without developing an awareness of and appreciation for A/B testing. There is something profoundly comforting about collecting hard data to guide your marketing efforts, and when those conversion rates tick upward, they provide a measurable, provable, unquestionable ROI. Test. Rinse. Repeat… the mantra of the A/B […]
Don’t Fall Into the Conversion Trap
The Critical Conversion Element That You Might Have Missed As a conversion optimization marketer, you know the value of testing and measurement. However, did you know that that top experts consider customer insight the critical (often missing) element in the development of conversion test plans? In the recent Hubspot™ CRO Hangout, experts Peep Lala, Oli […]
Emotional Connection and Analytical Rigor: The Happy Marriage
Steve Olenski’s recent piece in Forbes, “The Formula for Balancing the Math and Magic of Marketing,” made me think of this post. As a marketer who lived through the “magic years” during a stint at Hewlett Packard, and pioneered the “math years” at Constant Contact, I couldn’t agree more with his takeaway: “Human beings are not machines […]
Beyond A/B Testing-Increasing Digital Conversion by Decoding Human Motivation
Digital marketers are likely to identify with Lewis Carroll famous quote: “My dear, here we must run as fast as we can, just to stay in place. And if you wish to go anywhere you must run twice as fast as that “. Digital marketers are expected to improve conversion numbers in a world where […]