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Advanced A/B Testing Panel with Top Experts [Video]

At CXL Live 2015 we had an amazing a/b split testing panel featuring statistics and testing gurus Lukas Vermeer from Booking.com, Matt Gershoff from Conductrics and Yuan Wright from Electronic Arts. And the audience asked some of the toughest testing questions ever. All of them got answered.

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UTM Parameters: A Complete Guide for Traffic Attribution

Traffic attribution identifies which sources drive visitors to a web property. And it’s impossible to credit a conversion to the correct source without first knowing how a visitor got to a website.

In other words, the foundation of conversion attribution is traffic attribution. Simple as it may sound, attributing a session to its traffic source can be tricky, even impossible.

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Raw Data & Google Analytics: A Game Changer

For a long time, I considered standard Google Analytics reports to be the best way to get useful insights. From time to time, I struggled with sampling, limitations, and weird results, but I didn’t see a way around it—until I discovered Google Analytics 360 and raw data exports into Google BigQuery.

After a few hours playing around with SQL, I was already able to deliver insights I never could have with aggregated Google Analytics reports. Since that day, I’ve been exploring how raw data can be a web analyst’s best friend.

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Agile Marketing: How to Implement Scrum for Digital Marketing

Agile marketing may not be a phrase you hear often, but it’s becoming increasingly popular and important.

Traditionally associated with development and product management, agile is a lightweight and, well, agile framework for software development and bringing features and products to market.

It stands in opposition to “waterfall” production methods that treat analysis, design, coding, and testing as discrete phases – where in agile they are treated as continuous.

As marketing becomes more data-driven, quantitative, and iterative, we can use many of these same management practices to hone our marketing campaigns, mitigate risk, and ultimately ship more effective marketing campaigns.

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Google Analytics vs. Google Analytics 360 (Based on a Decade of Implementations)

For companies that build their analytics on Google products, purchasing Google Analytics 360 is a symbol of maturity. 

As a business grows, it inevitably runs up against limitations of analytics tools. For example, while the data aggregation process in Google Analytics seems like a “normal” feature, it might be a hurdle if your business needs to process data at the hit level instead of by sessions or campaigns.

It’s one of many potential business needs that could affect your decision to upgrade to a Google Analytics 360 license. But is it worth the serious investment?

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Your Test is Only as Good as Your Hypothesis [Video]

CXL Live 2016 is coming up next March (get on the list to get tickets at pre-release prices). We’re going to publish video recordings of the previous event, and here’s the first one.

You run A/B tests – some win, some don’t. The likelihood of the tests actually having a positive impact largely depends whether you’re testing the right stuff.  Testing stupid stuff that makes no difference is by far the biggest reason for tests that end in “no difference”.

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User Onboarding

There’s a popular user experience quote: “A user interface is like a joke. If you have to explain it, it’s not that good.” While clever, that statement is far from true.

User interfaces shouldn’t be complicated, but you can’t expect a new user to understand a new interface without any direction. Similarly, you can’t expect an existing user to understand an updated interface or a new feature without any help.

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m(Dot) vs. Responsive vs. Adaptive

Every once in a while a big debate comes along in the conversion optimization industry. There was the carousel debate, the hamburger menu debate, the above the fold debate, etc.

Optimizers have been debating another question: Which mobile design is best for optimizers?

Is it m(Dot) design, responsive design, or adaptive design? All three options have their unique pros and cons as far as UX and SEO go, but which is most suitable for someone running experiments and tests on the regular?

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product hunt

A new product launch is never easy, even if you’re a well-known marketer or entrepreneur. Product Hunt, if used properly, can be an effective way to launch a new product in a crowded market.

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two roads diverge

Freemium and free-trial signups have one thing in common: Neither generates revenue.

You may agonize over the decision to choose one path over the other, but you can save that strategic energy for figuring out how to transition more free users into paying customers with user onboarding.

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What’s on my mind

Hi, I'm Peep Laja—founder of CXL. I'm a former champion of optimization and experimentation turned business builder.

I do a lot of thinking, reading, and writing around business, strategy, and optimization. I send a weekly newsletter with what's on my mind on this stuff.

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