The Curse of Knowledge: How Expertise Can Hurt Your Communication
Marketers are intimately familiar with their industry and product. But that familiarity isn’t always an advantage.
All Things Growth and Marketing
9 Shopify Apps to Win More Ecommerce Sales
With over 4,000 apps on the Shopify app store—and 3–5 added every day—it’s impossible for store owners to keep up with the changing app landscape. But that doesn’t mean there’s no pressure to keep up.
Updating Content: Process and Results for CXL
The traditional blog format—regular, sequential publishing of diary-style entries—no longer makes sense for most businesses. To be honest, it never did.
A B2B website that educates potential buyers isn’t a personal “weblog.” It doesn’t toss out unsubstantiated opinions. It doesn’t age the same way. The earliest articles may cover the most valuable topics, but our throwaway content culture lets older posts rot.
18 Cognitive Biases You Can Use for Conversion Optimization
Persuading completely rational people to make a rational decision or take a rational action would be easy. Unfortunately, you’re stuck dealing with irrational thinking, fueled by cognitive biases and emotions.
So, how do you persuade effectively when people are so heavily influenced by subjective (and contextual) factors?
Marketing and Growth Lessons for Uncertain Times
“Rare is the business that has a formal disaster plan, let alone one that covers a global Black Swan event.”
Tim Stewart, trsdigital
An article on growth and marketing in the middle of a crisis—the current one or any other—can seem tone deaf. But nothing gets better if we stand still.
Pricing Strategies: 16 Articles You Need to Read
Most businesses struggle with their product pricing strategies. Are you charging too much or too little? What’s the right price to charge so you can grow your bottom line?
9 B2B Instagram Marketing Strategies (w/ Examples)
Some 73% of Millennial workers are involved in B2B purchase decisions, and 85% of that group uses social media to research products and services for their companies.
Data Discrepancies in Google Analytics: What Can Go Wrong, Why, & How to Fix It
Google Analytics shows 104 conversions. Your CRM shows 123 new leads. Heap reports 97. And so on.
It’s easy to get frustrated by data discrepancies. Which source do you trust? How much variance is okay? (Dan McGaw, founder and CEO of McGaw.io, suggests 5%.)
For most companies, Google Analytics is a—often the—primary source of analytics data. Getting its numbers aligned with other tools in your martech stack keeps results credible and blood pressure manageable.
The Paradox of Choice: Do More Options Really Tank Conversions?
More choice equals freedom, right?
Well, yes, but there’s a good body of evidence that the more choices presented to us, the less happy we are with the one we make.
What does that mean for conversions? Or retention? Or revenue?
5 A/B Tests You Should Be Running on Your Landing Page Opt-In Forms
In an iconic scene from Glengarry Glen Ross (1992), Alec Baldwin lectures a group of salesmen about the correct way of doing business.
In his motivational (read: foul-mouthed) speech, he highlights a very important strategy that still rings true today—especially in the world of conversion rate optimization: