One of the worst things about marketing — aside from the endless supply of ill-fitting t-shirts at conferences — is the pressure to keep up with new trends, even if you don’t understand how they benefit your business or its customers.
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.
There are already a bazillion resources out there that spell out how to “craft the perfect value proposition.” In fact, the whole concept of “unique value propositions” (UVPs) is — at least at first glance — really Marketing 101 material.
So why keep talking about it? For one very good reason:
Most courses & books on value propositions FAIL to show you how to actually create value proposition through empirical, quantified research.
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.
There’s nothing that always works and pretty much nothing that never works either. Websites are highly contextual.
That being said, there are tests that tend to have a very high win rate. These are the test ideas that, while they don’t work 100% of the time, work more often than not.
Naturally, everything depends on the specific implementation — a good idea implemented poorly will not yield any results.
The following 20 testing ideas come from our own client-based research done over the years.
If you ever ran a highly trustworthy and positive a/b test, chances are that you’ll remember it with an inclination to try it again in the future – rightfully so. Testing is hard work with many experiments failing or ending up insignificant. It’s optimal to try and exploit any existing knowledge for more successes and fewer failures. In our own practice we started doing just that.
The m-commerce share of total e-commerce spending continues to grow at a steady pace. In the US, as many as 71% of total digital minutes are spent on a smartphone or tablet. In Indonesia, 91%.
All of which confirms that launching dedicated mobile lead generation campaigns is no longer an option but a necessity.
This post will discuss how one online retailer used mobile popups to start targeting and converting their smartphone visitors, what strategies they’ve used and which ones delivered the strongest results.
CXL Live is our flagship conference about growth and optimization. The 2018 edition of CXL Live brought together 400 practitioners from 22 countries and everyone was “locked in” at a beautiful resort for a full three days.
The event had returning attendees…
Hi folks! I’m starting a new vlog / YouTube show called – The Pe:p Show.
(As my name is actually pronounced like pep talk, not peep show).
It’s a series of short and to the point videos: all between 1 and 9 minutes. Topics that I’m covering go way past conversion stuff – it’s about optimizing all the things: your life, health, relationships, work, and business.
Here’s a shortlist of some of the most popular videos so far:
Make Time for Friends to Get Better Results in Life
What is account based marketing? Interview with Steve Watt ABM Leader & Advisor
Value Proposition: How to Write a Good One
Nepotism is Awesome and the Key to Your Next Business
Navigation optimization: Stop selling yourself short!
As of 2024, we’re not publishing the series anymore but subscribe to the CXL YouTube channel for other video awesomeness. Or check our library of 120+ top-notch digital marketing courses that will propel your marketing career forward.
The endgame of optimization begins when the local maximum has been found for the most relevant pages on your website. At this point, uncovering more gains can become a greater challenge.
How can you deal with such a scenario?