What You Need to Know about Marketing & Strategy
Anyone can create a product. That’s not the hard part. The hard part is selling the product.
What You Need to Know about Marketing & Strategy
How To Calculate and Increase Customer Lifetime Value
That it costs five to seven times more to acquire a customer than it does to retain one isn’t entirely true.
The origins of this myth can be traced back to the 1980s when the Technical Assistance Research Project published research that stated the cost of customer acquisition was significantly higher when compared to the cost of customer retention.
Soon after the research was published, other institutions like the Customer Service Institute, Consumer Connections Corp., and ITEM Group all “found” similar data.
B2B Video Marketing: A Strategy for Lead Generation
Video marketing is booming. It’s no longer news. Cisco predicts that, globally, video traffic will be more than 80% of all web traffic by 2022 (up from a prediction of 75% made in 2017).
Other recent reports claim a 17% leap in video content usage in 2018, with the average person watching more than 90 minutes of online video every day. In the same report, 85% of surveyed consumers said they would like to see more videos from brands.
However, simply creating videos isn’t enough. Content marketing in general—and video marketing in particular—needs strategic planning to work.
Adobe Analytics Implementation: Hacks You Don’t Know About
A few years ago, our developers rolled out Angular on a few key web pages—without consulting the web analytics team. The pageviews on some of the pages suddenly dropped to almost nothing.
I bought two books on Angular to try to find a solution. Meanwhile, my manager stumbled on an alternative syntax for tracking pageviews in Adobe Analytics. As we found out, a similar alternative syntax also exists to track clicks (and anything else).
Confidence Intervals: A Guide for A/B Testing
Confidence intervals are a standard output of many free and paid A/B testing tools. Most A/B test reports contain one or more interval estimates.
Even if you’re simply a consumer of such reports, understanding confidence intervals is helpful. If you’re in charge of preparing and presenting those reports, it’s essential.
Password UX: the Real Problem (and How to Fix It)
Have you ever forgotten a password for a site? What about a security question?
Have you ever spent a ridiculous amount of time trying to think of a password you can remember, but also complies with a list of arbitrary requirements (e.g., seven uppercase letters, four special characters, etc.)?
When these UX problems pop up, they cause friction.
Friction that prevents new SaaS customers from signing up, friction that prevents loyal eCommerce customers from creating an account for next time, friction that prevents current customers from accessing their accounts.
Audience Segmentation: Where Do You Start?
As Peter Drucker famously wrote, “The aim of marketing is to know the customer so well the product or service fits them, and sells itself.”
In conversion optimization, we talk about the importance of knowing our customers a lot.
But we rarely talk about the process of strategically segmenting our audience so that our products and services can sell themselves.
Banner Ads Suck (and How to Make Them Convert Better)
Back in 2013, Nielsen reported in its “Trust in Advertising” study that online banner ads are the least trusted form of advertising among consumers falling even behind traditional ads like in the newspapers or magazines. A few years later, Bannersnack reported that 54% of internet users don’t click on banner ads because they don’t trust them.
In fact, display ads have a click-through rate of just 0.05% (across all formats and placements). Certainly not encouraging.
JavaScript vs. Python: Which Should Marketers Learn?
Like many marketers, you may fantasize about the amazing things you could do if you learned to code. But before you get there, you need to decide which language to learn.
How to Hire a CRO Agency: A Process to Get It Right
Historically, CRO has taken a backseat to SEO, PPC, and other forms of digital marketing. But it’s on the rise—60.8% of businesses are making CRO a priority.
As more companies think about starting or expanding CRO programs, the “agency or in-house?” question is also earning more attention. Hiring an agency can make sense for companies that don’t have the time or resources to build an in-house team.