Conversion Optimization & Marketing Blog

How to Get Your Company to Really Care about Your Customers

Never-ending to-do lists, department priorities, and bosses who require you to switch focus to action on their “big new idea” at the drop of a hat. That’s the day-to-day reality for most people in any business.

Then, you turn up to people’s desks like an unwelcome door-to-door salesperson, trying to convince them of the virtues of customer-centricity. You’re not just adding more to their plate but also to think about new ways of working—ways that may conflict with their current priorities.

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Email Deliverability: Get into More Inboxes, More Often

There are few things worse as a marketer than putting a ton of time and effort into your email campaigns only to see them perform poorly.

While the usual suspects of content, design, and campaign strategy make a difference, none of that matters unless your email actually makes it to your subscriber’s inbox.

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Why A/A Testing is a Waste of Time

The title may seem a bit controversial, a fairly common question I get from large (and small) companies is—“Should I run A/A tests to check whether my experiment is working?”

The answer might surprise you.

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How to Get All Your Ad Data into Google Analytics

Not long ago, it was common for marketers and web analysts to spend the bulk of their day staring at Excel spreadsheets, manually collecting and organizing ad spend data across dozens of sources.

You had to go to each advertising account and export statistics on advertising campaigns, such as ad impressions, clicks, and costs, then export data from the web analytics system, and, finally, combine all the data manually.

Not an optimal use of time.

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How to Nail Your First 90 Days as a CX Director

Your new boss read that customer experience (CX) improvements can deliver billions in additional revenue. So HR hot-footed it onto LinkedIn and recruited you to make this a reality.

As if expectations like that weren’t enough, you might have heard that one in four CX employees are predicted to lose their jobs this year–if you can’t prove value, you don’t get a paycheck.

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Amazon SEO Isn’t Google SEO: 6 Differences That Matter

Did you know that Amazon has surpassed Google as the go-to search platform for shoppers looking for products?

This may come as a surprise to many readers. (I’ve certainly never heard anyone use “Amazon” as a verb.) Yet the data backs this up.

When customers have a specific product in mind, more turn to Amazon search than Google.

If you’re porting over your SEO “best practices” from on-site product pages to Amazon product pages, you’ll struggle. This post covers the key differences to help you thrive on both platforms.

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Statistical Significance Does Not Equal Validity (or Why You Get Imaginary Lifts)

A very common scenario: A business runs tens and tens of A/B tests over the course of a year, and many of them “win.” Some tests get you 25% uplift in revenue, or even higher.

Yet when you roll out the change, the revenue doesn’t increase 25%. And 12 months after running all those tests, the conversion rate is still pretty much the same. How come?

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Sales and Marketing Misalignment Is Costly—But Avoidable

Sales and marketing misalignment reduces revenue, lowers the quality of customer service, and can even dampen company culture. So how do you get aligned?

This post, based on our experiences, covers:

What misalignment looks like—and what it costs;
What alignment looks like—and what you get;
Four steps to go from wherever you are now to greater alignment.

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Customer-Centric Content: How to Create a Customer-Centered Strategy

You turn up the volume of your marketing efforts to meet quarterly KPIs—sending out more posts, emails, and ads. But instead of increasing leads, you see diminishing returns. What’s going on?

Customer-focused content marketing can help you stand out from the din of competitor marketing and connect with audiences. But knowing your marketing needs to be customer-focused is one thing; producing it is another.

This post will help you understand how customer-centric brands can build a content strategy that speaks directly about what users care about.

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5 Agile Practices That Are Fueling Marketing Teams

Each spring, the annual State of Agile Marketing Report sheds light on how Agile ways of working are being adopted within marketing. This year, for the first time in the report’s three-year history, Agile techniques overtook those maintaining traditional processes.

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How to Get Your Company to Really Care about Your Customers

How to Get Your Company to Really Care about Your Customers

Email Deliverability: Get into More Inboxes, More Often

Why A/A Testing is a Waste of Time

How to Get All Your Ad Data into Google Analytics

How to Nail Your First 90 Days as a CX Director

Amazon SEO Isn’t Google SEO: 6 Differences That Matter

Statistical Significance Does Not Equal Validity (or Why You Get Imaginary Lifts)

Sales and Marketing Misalignment Is Costly—But Avoidable

Customer-Centric Content: How to Create a Customer-Centered Strategy

5 Agile Practices That Are Fueling Marketing Teams

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