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?
Men have become the tools of their tools.Henry David Thoreau
Whether you’re a conversion optimization agency, consultant, or in-house at a startup or enterprise, investing in the right conversion optimization tool is a big decision.
We’re asked often whether a tool is good, bad, or downright awful, and until now, haven’t put it all together into a cohesive post.
Every industry is plagued by myths, misunderstanding, and half truths. This is especially true in digital marketing, and conversion optimization is no exception.
You need to run experiments. The one who runs the most experiments wins.
BUT – most marketing experiments are done wrong. What’s missing is hypothesis driven testing across all inter-business disciplines.
Artificial Intelligence is powerful and will open doors we don’t even know exist at the moment. But there are some steps you can take today to ensure that you are making the most of this new capability and are not left behind.
As this is such a nascent area, it serves to begin with a brief description of Artificial Intelligence and Machine Learning. My assumption is that you have read a dozen different definitions and should be curious about which applies to this particular essay.
Conversion optimization is hard; it’s constantly changing and you need to know a lot about a lot. Keeping up with the technology changes and managing business’ expectations can be tricky.
Here’s what some of the top experts in the field are saying about the top challenges in conversion optimization.
“It’s tough to make predictions, especially about the future.” – Yogi Berra
Digital marketing moves at a fast pace. One year something works, and the next year it is obsolete.
Similarly, conversion optimization moves quickly. Sure, there are some core skills that seem foundational and everlasting, but year to year there are also some new skills that crop up.
What are the skills someone should invest in learning if they want to be a top 1% optimization expert in 5 years? What should they learn today?
What are the industry and technology trends that are fueling the need for these skills?
It will come as no surprise, but like most things in life, conversion optimization will benefit from a strong strategic approach.
This generally includes aligning your goals and resources to build out a roadmap, or at least a framework/process, for your experiments.
I have been part of some the best conversion optimization teams in the world, and they seem to have an intuitive sense on how to run the best experiments. People that are involved in these teams share a similar mindset.
I wanted to try to make this a process, one that could teach any organization how to run better experiments. I wanted to try to make this mindset more explicit in a way that is fun to use.
There’s no rocket science that follows, but this framework may well help your team drive a more efficient optimization culture.
You can divide SEO tactics into two general categories: the black hat and the white hat.
I believe we can do a similar classification with conversion optimization. If we had two categories worth distinction they would be:
- BS CRO
- Intelligent CRO
Perhaps using the same concept of Black Hat and White Hat for conversion optimization is a step too far.