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All Things Data-Driven Marketing

YouTube Strategy Lessons from a Channel with 1.6 Million Subscribers

YouTube continues to be one of the best places to see organic growth, and the barrier to entry can be an advantage for companies and brands willing to put in the work. Whereas a blog post needs just a computer to type, a video requires an understanding of lighting, audio, storytelling, editing, and community building.

So, if you’re willing to fight through the learning curve and are patient enough to suffer through low viewership, you can generate significant exposure. In this article, I’ll show you how to turn YouTube into a core part of your marketing efforts. 

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GA4 Is Here: Here’s What You Need to Know

Google Analytics 4 (GA4) officially launched in October 2020. Google’s update has left marketers and business owners scrambling to figure out how GA4 will affect their current (and future) marketing and data efforts. 

Do you need to rush to install it on all your sites? What makes GA4 so different compared to the current version of Google Analytics? 

In this article, we’ll fill you in on what you need to know. 

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How Codecademy Saw 5X Growth with Strategic Testing

Codecademy started out in 2011 as one of the first free products that taught people to code.  Since then, we have helped over 45 million learners improve their lives through programming while making major improvements to our product—driven by experimentation. Our goal is to empower the world through tech education, reaching as many learners as possible to support our vision. 

As a subscription business, we knew that small repeatable wins could compound to earn us millions of dollars in additional revenue. As part of the growth team, we were tasked with experimenting on any part of the business that could drive an impact, so we focused on the big, key levers of our monetization flow. 

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Lies, Damned Lies, and (Some) Marketing Statistics

One of the most challenging parts of producing high-quality content is finding and sourcing accurate statistics and research. You’ll often go down the sourcing rabbit hole only to discover that a statistic is from 2012 or that the study’s sample size consisted of just a few people—and that’s only after you make an effort to dig deeper.

With many outdated and misleading statistics crowding the first page of Google, how do you know which stats are legitimate? How can you use research to strengthen your content rather than regurgitating the same old stats?

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Content playground

I recently faced a familiar scenario: My team wanted to buy a new SaaS tool, so my boss asked me how much budget to request. I had no idea about pricing, so I Googled around and asked for pricing tiers from several vendors in the space. 

Unfortunately, I received a handful of all too common, unhelpful responses.

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How to Craft (Or Pivot) Your Agency Value Proposition

Back in 2016, I read a book called Sprint by Jake Knapp, founder of Google Ventures. Knapp talks about focusing on only the essential activities for shipping new products and testing new ideas.

As advocated in the book, I felt the idea of using restraint would help me quickly execute on new ideas. And so, the concept for a digital PR service was born. The goal was simple: validate demand or move on.

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Optimizing Freemium Conversions Through User Onboarding

Freemium to paid conversion rates for SaaS businesses hover around the 2% mark on a good day. That means that 98% of your free users will stay that way forever—never diving into their wallet to provide you with the MRR that will lower your CAC.

Now, there are many methods you can use to try and increase your conversion rate. You can create a sense of urgency with a well-timed offer (e.g., “Get 50% off your annual plan, this weekend only”). Or you could work on your upselling, in order to close the penny gap. And these are both effectives strategies. 

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backorders

Ecommerce customers are used to getting what they want, when they want. And with any delay like a backorder, you risk losing revenue and increasing churn. A backorder email marketing strategy ensures that customers:

  • Get updates as soon as you have them;
  • Get answers to their questions quickly;
  • Stay excited about what they’ve ordered. 

This article will help refine your backorder email strategy as well as help you build trust with customers and decrease the chances of a refund during those inevitable delays. 

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Google Will Soon Rank “Passages.” Does It Matter?

On October 15, Google announced that it will integrate more artificial intelligence into its search algorithm, improve visual search, and work on 3D search functionality.

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No-Code is Here to Stay: What’s the Play for Marketers?

No-code and low-code tools are on the rise, with thousands of businesses and makers turning to a faster and cheaper way to test, validate, and build out their ideas. Leading the way, you have companies such as Zapier, Webflow, and Airtable transforming the way we work. 

As the reliance on these tools continue to grow, so too does the opportunity for technical and non-technical marketers alike to gain an edge and advance their marketing skill set. Marketers and businesses who take advantage of no-code and low-code now will be in position to reap the rewards. Those who ignore the shift will be passed by. 

So, as a marketer, what skills should you learn now to set yourself up for future success? For businesses, what’s the most effective way to approach building applications and software using no-code? We’ll take a look in this article. 

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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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