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CRO & Testing

The world’s best archive of content on conversion optimization and online experimentation (A/B, MVT, bandit, AI etc).

How to Use Your PPC Campaigns as A Prospecting Tool for SEO

When launching a digital brand, PPC can be a great way to immediately break into a new market and start generating website traffic. But with rising CPCs and unmitigated click fraud, PPC can also get really expensive quickly. Even the most skilled digital marketers can struggle to run profitable Google Ads campaigns.

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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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3 Smart, Sustainable Ways to Monitor Your Organic Search Rankings

“Why don’t we rank first for [keyword]”? Every SEO analyst gets this question. And every business investing in SEO uses keyword rankings to judge performance.

Despite the flood of “organic rankings are dead” articles in recent years, I have yet to see a single business or agency that has given up on tracking keywords.

So are all those articles wrong? Or is everyone paying attention to the wrong metric? What makes sense when it comes to rank tracking in 2021 and beyond?

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A/B Testing Alternatives for Low-Traffic Websites

In a world where A/B tests are done by over 70% of online businesses, choosing not to follow a data-driven methodology to make informed decisions on website changes might seem unreasonable. 

But what if your website doesn’t have enough traffic? Or if your management refuses to justify the costs of A/B testing? At Map My Growth, we often face this scenario. 

You can either play a guessing game and hope that your optimization efforts will be successful, or you can use more qualitative (and often budget-friendly) methods to turn that guessing into a safer bet.

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The 2020 State of Conversion Optimization Report

It’s one of our favorite parts of the year! This is our fifth annual State of Conversion Optimization report. 

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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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6 Conversion Rate Optimization Case Studies With Surprising Results

In the world of conversion optimization it’s always a good idea to keep your eyes open for case studies that you can learn from, adapt to your needs and go test it.

Here are six studies that had some pretty surprising insights.

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Cisco

I am the Web Experience Manager for Cisco in EMEAR, and I’ve been working on increasing our capabilities as a business when it comes to conversion optimization for the past three and a half years.

Here’s our story of bringing experimentation into a $51 billion company with 71,000 employees spread across 96 locations worldwide.

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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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How to Get Over Inevitable Local Maximum?

At a certain point, the results from your A/B testing will likely slow down. Even after dozens of small iterations, the needle just won’t move.

Reaching diminishing returns, is never fun. But what exactly does that mean? In most cases, you’re probably hit a local maximum.

So the question is, what do you do now?

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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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