Shanelle Mullin

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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Propensity Modeling: Using Data (and Expertise) to Predict Behavior

C.F. Kettering once said, “My interest is in the future because I am going to spend the rest of my life there.”

When we look at data and analytics, we’re focused on the past. How did we do last quarter? What happened H1 2019? And how does that compare to H1 2018? How well did landing pages X, Y, and Z convert last Monday at 1:03 p.m.? (I’m kidding, I’m kidding.)

Data becomes more valuable when we use it to predict the future instead of just analyzing the past. That’s where propensity modeling comes in.

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eCommerce Email

As an ecommerce site, you likely send emails regularly. Black Friday emails, Valentine’s Day emails, BOGO emails, confirmation emails, thank you emails, reminder emails…the list is endless.

Are you getting real results or simply opens and clicks? Are you promoting the right products to the right people at the right time?

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User Onboarding

There’s a popular user experience quote: “A user interface is like a joke. If you have to explain it, it’s not that good.” While clever, that statement is far from true.

User interfaces shouldn’t be complicated, but you can’t expect a new user to understand a new interface without any direction. Similarly, you can’t expect an existing user to understand an updated interface or a new feature without any help.

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Email Testing: Going Beyond Open Rate and Click Rate

Email is one of the few marketing channels that spans the full funnel. You use email to raise awareness pre-conversion. To stay connected with content subscribers. To nurture leads to customers. To encourage repeat purchases or combat churn. To upsell existing customers.

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CXL Lessons Learned

After about two years, today is my very last day doing content and growth at CXL.

In celebration of this amazing experience, I want to share the five most important lessons I’ve learned during my time here.

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Wireframing

Copywriting and UX go hand-in-hand.

Think about it. Design and copy add up to equal the user experience, right?

If either element falls short, so does the overall UX. So, it just makes sense that copywriters should have an understanding of UX and design basics.

That starts with wireframes.

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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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Google Optimize

Chances are, you’ve heard of Google Optimize by now. It’s Google’s solution for A/B testing and personalization. It launched in beta in 2016  and left optimizers around the world waiting in line to try it out.
Now that it’s out of beta, you can give it a try without the wait.

But what can you expect? How do you configure it properly? How do you run your first experiment?

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CXL Live

Last week, 400+ data-driven marketers from 20+ countries around the world met up in the outskirts of San Antonio, Texas for CXL Live 2017. Everyone, including the 20+ speakers, stayed together at the same secluded resort for a full three days.

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