All Things Growth and Marketing

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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Mobile App Analytics

Where should you start with your mobile app analytics?

If you’re launching a mobile app, you’ve likely considered the differences between optimizing a simple site and a mobile app or game. But have you considered how the measurement and data analysis process will be different?

Without a definitive plan and deep understanding of the fundamentals, your mobile app data will get complicated quickly. There are new tools, new terminology, new reports, new rules for efficiency, and so on.

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Some of you out there may find this Google Analytics feature overview to be mostly a review. That’s awesome! That means you’re really taking ownership of your data. However, if you’ve never used any of these features, only experimented with them a little, or aren’t sure you’re using them correctly, you should read on.

From the time you set up your account and put your tracking code on your site, Google Analytics starts to capture and display a lot of data.

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What’s more important, traffic or conversions? If you send me 50k people from a classic tractor repair website and 500 from a prominent marketing site, which one is going to be better for my business?

Unless you’re in the pageview business, you should first and foremost care about conversions. Conversions take place when targeted traffic meets relevant offer. It all starts with doing your persona research and understanding what your customers need or want.

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Animation for the sake of “cool” can often hurt conversions since it’s distracting, but not always. There are four ways animation, when used properly, can actually strengthen user experience. And better user experience can lead to higher conversions.

You don’t need to overhaul your site to take advantage of animation. Just about any site can utilize basic animation in its loading sequence, calls-to-action, or navigation.

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Influencer marketing has been around long enough to generate great case studies—and skepticism. That’s especially true for B2B marketers. An Instagram model gushing over a new fashion product seems infinitely remote from strategies they might deploy.

Still, about 65% of brands planned to increase their investment in influencer marketing in 2018, which puts the strategy on track to top $10 billion by 2020. Yet, according to another study, only 11% of B2B companies have ongoing influencer marketing programs, compared to 48% of B2C brands.

B2B brands shouldn’t feel left out, even if they lag behind. Professional communities on social media are strong. We’ve all given and received one-off recommendations in Slack groups or via email. Those under-the-radar endorsements can influence purchasing decisions for cloud-based CRMs as much as cleansing teas.

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