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CRO & Testing

Marketing Objectives for the Product Lifecycle Growth Stage

Groove’s customer service platform almost died in the introductory stage because they forgot to listen to their customers. They drew people in with a product they assumed would be a hit and pushed forward without taking in customer feedback. 

The result? People had a terrible experience using their product.

After turning their attention toward feedback and testing, letting the voice of their customers fuel their content strategy and product development, they took off. Three years later, they were a $5 million business.

Not revisiting your marketing objectives in the growth phase of your product lifecycle is the death knell of many startups.

In this article, you’ll learn how to develop a marketing strategy for the growth stage. We’ll also share how to achieve marketing goals at this stage, using your existing customers and experimentation to increase sales and loyalty.   

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Acquire New Users by Adding Growth Hacking to your Marketing Strategy

Growth hacking is how Slack went from 15,000 to half a million daily users in its first year. It’s why Canva can call itself a multibillion-dollar platform and how ConvertKit pulled itself up to compete with goliaths like MailChimp and Campaign Monitor.

Growth hacking isn’t about deploying sleazy tricks. It’s about making calculated, data-driven moves for fast growth.

In this article, you’ll learn what growth hacking in marketing is and what it’s not. We’ll look at strategies to reach and engage potential users and break down examples of brands that have used growth hacking to achieve success.

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High converting pages

A landing page is the first page that visitors see after clicking on your banner ad, PPC ad, or promotional email. It can be a specific page on your website or a separate page created exclusively for search engines.

Landing pages direct visitors to take a specific action, such as making a purchase, completing a registration, or subscribing to your email list.

Your landing page often determines the success of your ad campaign. A good landing page equals good ROI. A crappy landing page (needlessly) wastes money.

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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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Google Optimize

Update: Google has announced that Optimize and Optimize 360 will shut down on September 30, 2023. After that, all experiments will end and the tool will no longer be usable.

If you are looking for A/B testing alternatives to Google Optimize, check out our post on the best A/B testing tools.

Chances are, you’ve heard of Google Optimize by now. It’s Google’s solution for A/B testing and personalization. Over the years, it has become a popular solution for optimizers around the world who wanted a freemium tool to do A/B testing.

In this post, you will learn what you can really expect from this tool. How do you configure it properly? How do you run your first experiment? Let’s go into details:

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Good Survey Questions: 40 Question Examples for a Great Questionnaire

“Surveys are the most dangerous research tool,” says Erika Hall, author of Just Enough Research. “If you write bad survey questions, you get bad data at scale with no chance of recovery.”

As attention spans get shorter, there’s growing pressure to make surveys lean. More and more people take surveys on their phones, and if the survey is too long, they drop out.

How can we make the survey short and still get the information we need? By writing better questions. This post separates the good questions from the bad—and shows you exactly how to write them for seven scenarios:

  1. Current customers;
  2. Engaged prospects;
  3. Recent converters;
  4. User testers;
  5. Churned customers;
  6. Site visitors;
  7. Content strategy.

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7 Landing Page Examples & User Journey Breakdowns to Swipe for Inspiration

Banner ads, webinars, email marketing automation, social media promotions, SEO, content marketing. You invest in a variety of digital marketing channels to get in front of new audiences and drive traffic back to your site.

Your landing page is the make or break of these efforts. It’s the point where effort spent on creative and dollars spent on ads culminate in a successful conversion—or not.

Unfortunately, most landing pages are ineffective, with an average conversion rate of only 4.6% across all industries.

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How to Calculate & Maintain a Healthy Customer Acquisition Cost (CAC)

“You have to spend money to make money.”

This seemingly good-natured advice has spelled doom for millions of businesses worldwide. 

While it’s true that businesses occasionally need to spend more upfront to validate their idea, doing so with a complete disregard for unit economics can be fatal.

That’s why Customer Acquisition Cost (CAC) is such a critical metric. It’s the single most important indicator to prevent reckless spending. In this post, we’ll show you how to calculate CAC, plus share a few tips to help you maintain it at a healthy level. 

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Google Logo Redesign

What’s the value in a logo?

It’s a question that’s been asked a lot lately, especially with companies like Instagram, Uber, and Google drawing both ire and admiration from their new logo changes.

We all have an opinion (some have strong opinions) on these changes, but no one really measures their effectiveness – which is what matters really.

How do we answer the question: is your logo actually working?

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