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Derek Gleason

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Derek spent two-and-a-half years running the CXL blog.

He now does a mix of internal and client-facing content and SEO stuff for Workshop Digital. Before all of that, he edited encyclopedias.

Find him on Twitter.

census researcher

Good user research asks the right questions to the right people. If you fail on either account, you may make million-dollar decisions on bad data.

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thank you sign

If you’ve ignored the design and content of your “thank you”  page, you’re neglecting:

  • Recent purchasers.
  • New leads.

These are some of the highest value segments of an online audience, yet what most sites decide to show them is an afterthought.

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foot in the door

“How can a person be induced to do something he would rather not do?”

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brain scan

Neuromarketing assesses how our brain reacts to stimuli, not simply what we self-report in qualitative surveys. These are truths that our impulses write onto MRIs. Sometimes, as several studies below illustrate, those two systems—the conscious and subconscious—offer conflicting interpretations.

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woman mobile shopping

If you rely on search engine traffic, conversion optimization starts before visitors get to your site. Why? Sitelinks.

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FLoC: Google’s Plan to Kill Off Third-Party Cookies

Third-party cookies are the new Flash. Safari and Firefox have already started to wean advertisers from them. Now, reluctantly, Google is, too.

Google plans to end Chrome’s support of third-party cookies by 2022, and they created a Privacy Sandbox to test new ideas and solicit feedback. Decisions that affect Chrome—with a nearly two-thirds market share—are decisions that affect the Internet, especially paid advertising.

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Pear prices

Your current customers will never be excited about paying more. But that’s not why raising prices is so difficult.

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What I Learned Publishing 200+ Blog Posts on CXL

This is my last week at CXL. It’s bittersweet. I started on a Monday and published my first post on a Thursday. Since then, it’s been rinse and repeat for nearly two-and-a-half years.

In sum, I wrote 46 posts and edited another 156. That works out to about a half-million words and a new post every 4 days for 870 days.

Through it all, here’s what I figured out—and what I failed to solve.

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The Should-How Fallacy (Or Why "Correct" Isn't "Useful")

Get a chicken. Cook it until it’s perfectly done. Reduce the jus to a nice pan sauce. Then finish it with some butter until it has the right balance of flavors. Enjoy.

This is a useless recipe, but it’s not wrong. It assumes, however, that accurate advice on what you should do is as valuable as advice on how to do it—the “Should-How Fallacy.” But being right doesn’t create value; empowering others to succeed does.

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A Copy Testing Methodology for the Digital Age

It takes one wrong word to put your foot in your mouth. We’ve all done it and, in the process, squandered an opportunity to impress someone (or some crowd).

With copy, you have a chance to slip up on every homepage, product page, or ad.

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