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Acquisition

How to acquire more customers? How to attract the right people? These posts are all about data-driven approach to customer acquisition.

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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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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Gap

Nearly 75% of SaaS companies offer a free trial. Trials give potential customers a taste of life with your product at minimal risk. They also give you the opportunity to earn their business.

But while free trials are commonplace, how long should yours be? Should you require a credit card? How can you get more users to purchase?

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How Machine Learning Can Finally Solve “(direct)/(none)"

Urchin, later acquired by Google, invented an amazing way of measuring campaign performance by using last non-direct click attribution and first-party cookies. The solution was perfect—for earlier times:

  • People used mostly one device.
  • Smartphones were rare.
  • Advertisers avoided mobile apps and browsers because user experience was, at that time, horrible.

In most cases, the assumption that users converted on the same browser and the same device as their first site visit was fair.

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The Beginner's Guide to Email Segmentation & Personalization

Over the last several years, email has been pronounced dead half a dozen times, if not more. The truth is, even today, that email is very much alive and, for most optimizers, it’s far from being on its proverbial deathbed.

How can there be such a divided opinion? Segmentation and personalization are the answer.

Optimizers who take advantage of it are seeing real ROI. Optimizers who don’t? Well, they’re likely declaring that “the email blast is dead.”

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Traffic jam.

In the big picture, “conversion optimization” boils down to getting more of the right people clicking on the things you want them to click.

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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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