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intermediate

Orange and apple

A/B testing splits traffic 50/50 between a control and a variation. A/B split testing is a new term for an old techniquecontrolled experimentation.

Yet for all the content out there about it, people still test the wrong things and run A/B tests incorrectly.

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Questions to ask when analyzing data

In digital analytics, it’s all about asking the right questions.

Sure, in the right context, you can probably get by doing what Avinash Kaushik refers to as “data puking,” but you won’t excel as an analyst or marketer.

In addition, you’ll consistently come up short on bringing true business value to your company.

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Survey Response Scales: How to Choose the Right One for your Questionnaire

How you design a survey or a form will affect the answers you get. This includes the language you use, the order of the questions, and, of course, the survey scale: the default values and ranges you use.

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Product analytics

According to Amplitude, product analytics “show you who your users are, what they want, and how to keep them.”

I remember the first time that a client told how they were able to increase their sign-up rate for their product by 22% while reducing their marketing costs. The secret to their success?

They simply used their analytics data to make informed decisions.

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Product Recommendations

Nowadays nearly every online shop utilizes some sort of product recommendation engine. It’s no wonder—these systems, if set up and configured properly, can significantly boost revenues, CTRs, conversion rates, and other important metrics.

Moreover, they can have considerable positive effects on the user experience as well.

This translates into metrics that are harder to measure, but are nonetheless essential to online businesses, such as customer satisfaction and retention.

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6 Logical Fallacies That Can Ruin Your Growth

When you first start doing conversion optimization, you think that the biggest hurdles are technical things: running an a/b test the right way, collecting data correctly, QA’ing tests.

These things are all important, of course. But the solutions are fairly straightforward, and when you reach a certain level of experience and skill, they tend to be a given.

No, the biggest obstacle to a testing program – even a mature program – tends to be human error and cognitive bias.

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Information Architecture

What kind of content should you have on your site? How should you structure the menu? What should be the first-level menu items? One or two menus? What should the menu links be called? This post gives you answers.

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How To Create Customer Personas (with Actual, Real-Life Data)

Customer personas are detailed representations of segments within your target audience. Fueled by data-driven research, they map the “who” behind the buying decisions of your products or services.

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Agile Marketing: How to Implement Scrum for Digital Marketing

Traditionally associated with development and product management, agile is a lightweight and, well, agile framework for software development and bringing features and products to market.

But what is “Agile Marketing?” And how can you apply the principles to your own marketing efforts?

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Office

Have you ever heard of the “significant objects” project?

As a literary & anthropological experiment, Rob Walker and Joshua Glenn wanted to see if they could resell cheap knickknacks (avg. cost $1.25) on eBay and turn a significant profit by adding personal stories to the item descriptions.

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