All Things Growth and Marketing

The lead capture form has become one of the most ubiquitous tools in a marketer’s toolbelt.

For a decade now, it has been the mechanism that makes inbound marketing and lead generation possible.

As a result, many marketers have become obsessed with optimizing forms.

It has always seemed like a given that if your conversion rate is slumping, you could fix it by making some adjustments to your forms (e.g. reducing the number of fields).

And while making incremental changes to your forms can boost conversion rates in the short-term, what happens when there’s a fundamental shift in the way people prefer to buy?

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From the outside, it seems like data is impartial. It’s cold, objective, accurate.

In reality though it’s more complicated. In the hands of someone with an agenda, data can be weaponized to back up that viewpoint. Even in the hands of someone benevolent, data can be misinterpreted in dangerous ways.

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“Our A/B testing tool’s visual editor allows marketers to set up tests without needing developers!”

A version of this is communicated by pretty much every testing tool out there. Their websites show off screenshots or videos of visual editors. But it’s wrong. You shouldn’t use visual editors to run your testing program.

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Testing in an enterprise is truly a team sport.

If a testing program was a football team, its lead would be the QB. They can set the tone and direction, but without the support of a good offensive line, they’ll be scrambling to get any real results.

To get a good “offensive line” in your company, you’ll need to get buy-in from the right people.

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One of the greatest threats to long-term success is when companies aren’t vigilant enough about responding to the changes in their market—whether it’s by failing to spot product or channel fatigue, acknowledge new competition, make needed updates to products or marketing adjustments in a timely fashion, or embrace new technology coming online.

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Out of Stock

What happens when ecommerce sites run out of stock? Cue crowds of angry (would-be) customers and the burning of a big pile of money.

Ok, it might not be that bad, but it’s certainly never good. Fortunately, there are steps you can take to mitigate the negative impact.

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The initial phase of establishing an optimization practice at any organization is an exciting time. Big wins often accompany putting companies and careers on an upward trajectory.

But it can also be a real challenge knowing where to start and how to lay a solid foundation with the potential to transform the business. How you structure your team might be the most important part of this.

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While SEO and PPC are saturated markets that are getting harder and harder (while PPC costs keep rising), the conversion optimization market is just growing and growing. It’s a market where most competitors are good friends and openly sharing everything – there’s plenty of business to go around for all of us.

If you’re a digital marketer and are looking to specialize in CRO, watch this video where the optimization legend Craig Sullivan shares his thoughts on the topic:

If you enjoyed this video and want to learn to start and grow your CRO business, check out CRO Agency Masterclass live course with Craig Sullivan.

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AI agents for B2B marketing

Automate content, SEO, and ads. Add buyer strategy, content funnels, apps, and AI readiness.

This program is designed to keep you up-to-date with B2B marketing and AI.

Check out the program