Conversion Optimization & Marketing Blog

How to Get All Your Ad Data into Google Analytics

Not long ago, it was common for marketers and web analysts to spend the bulk of their day staring at Excel spreadsheets, manually collecting and organizing ad spend data across dozens of sources.

You had to go to each advertising account and export statistics on advertising campaigns, such as ad impressions, clicks, and costs, then export data from the web analytics system, and, finally, combine all the data manually.

Not an optimal use of time.

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How to Nail Your First 90 Days as a CX Director

Your new boss read that customer experience (CX) improvements can deliver billions in additional revenue. So HR hot-footed it onto LinkedIn and recruited you to make this a reality.

As if expectations like that weren’t enough, you might have heard that one in four CX employees are predicted to lose their jobs this year–if you can’t prove value, you don’t get a paycheck.

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Amazon SEO Isn’t Google SEO: 6 Differences That Matter

Did you know that Amazon has surpassed Google as the go-to search platform for shoppers looking for products?

This may come as a surprise to many readers. (I’ve certainly never heard anyone use “Amazon” as a verb.) Yet the data backs this up.

When customers have a specific product in mind, more turn to Amazon search than Google.

If you’re porting over your SEO “best practices” from on-site product pages to Amazon product pages, you’ll struggle. This post covers the key differences to help you thrive on both platforms.

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Statistical Significance Does Not Equal Validity (or Why You Get Imaginary Lifts)

A very common scenario: A business runs tens and tens of A/B tests over the course of a year, and many of them “win.” Some tests get you 25% uplift in revenue, or even higher.

Yet when you roll out the change, the revenue doesn’t increase 25%. And 12 months after running all those tests, the conversion rate is still pretty much the same. How come?

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Sales and Marketing Misalignment Is Costly—But Avoidable

Sales and marketing misalignment reduces revenue, lowers the quality of customer service, and can even dampen company culture. So how do you get aligned?

This post, based on our experiences, covers:

What misalignment looks like—and what it costs;
What alignment looks like—and what you get;
Four steps to go from wherever you are now to greater alignment.

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Customer-Centric Content: How to Create a Customer-Centered Strategy

You turn up the volume of your marketing efforts to meet quarterly KPIs—sending out more posts, emails, and ads. But instead of increasing leads, you see diminishing returns. What’s going on?

Customer-focused content marketing can help you stand out from the din of competitor marketing and connect with audiences. But knowing your marketing needs to be customer-focused is one thing; producing it is another.

This post will help you understand how customer-centric brands can build a content strategy that speaks directly about what users care about.

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5 Agile Practices That Are Fueling Marketing Teams

Each spring, the annual State of Agile Marketing Report sheds light on how Agile ways of working are being adopted within marketing. This year, for the first time in the report’s three-year history, Agile techniques overtook those maintaining traditional processes.

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How to Design Mobile SaaS Pricing Pages that Don’t Suck

Optimizing your SaaS pricing page for mobile devices is doubly tricky. It’s tricky to optimize your pricing page in the first place, but optimizing it for such a small screen complicates things further.

To add fuel to the fire, it can be hard to see the value in optimizing a pricing page for mobile. Mobile B2B customers are just browsing and don’t intend to purchase anyway, right?

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Microsoft Ads 101: Get Up and Running in Minutes

Google is the biggest search engine ad platform in the world. But Microsoft Advertising has potential advantages, including lower CPCs and less competition on Bing.

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All Things Growth and Marketing

How to Get All Your Ad Data into Google Analytics

How to Nail Your First 90 Days as a CX Director

Amazon SEO Isn’t Google SEO: 6 Differences That Matter

Statistical Significance Does Not Equal Validity (or Why You Get Imaginary Lifts)

Sales and Marketing Misalignment Is Costly—But Avoidable

Customer-Centric Content: How to Create a Customer-Centered Strategy

5 Agile Practices That Are Fueling Marketing Teams

How to Design Mobile SaaS Pricing Pages that Don’t Suck

Microsoft Ads 101: Get Up and Running in Minutes

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