Cara is a storyteller and journalist. From 2012-2016 Cara was a Content Marketing Manager and Blog Editor at Optimizely. She wrote A/B Testing the book on behalf of Optimizely’s co-founders. Follow her @CaraHarshman.
South By Southwest is upon us. Everyone from robotics engineers to heads of optimization will descend on Austin, TX from March 13-March 16 to experience the Interactive portion of the festival. This year, Interactive offers more than 800 sessions. 800 over four days!
To make the decision-making process slightly easier for those of you attending, the marketing team at Optimizely combed through those 800 and selected 12 that we believe are most relevant to marketers focused on growing their businesses through data and testing.
Around 2007, Matty Wishnow had a revelation about decision-making: most decisions businesses make—whether it’s a marketing plan, a design brief, or a feature on a product roadmap—are “really a bunch of hypotheses masquerading as priorities.” He realized that most businesses didn’t really employ data or testing to drive their decisions.
“It was almost just like something that somebody had to check off on a checklist, all the analysis was postmortem; everything was still driven by gut,” Matty told me.
This epiphany drove him to start a digital agency called Clearhead. Today, some of Clearhead’s clients include Adidas, Fresh Direct, Blu Dot, Sephora, Keurig, and Patagonia.
I spoke with Matty and Brian at Clearhead, about how they approach client engagements, how they’ve seen the optimization landscape change over the years, and advice for agencies starting to offer optimization.
A high open rate is nice. It’s an important signal you’re writing evocative subject lines and optimizing your send time. But if people don’t take action or convert on that email they opened, then the act of opening is much less meaningful. Getting maximum value out of A/B testing marketing email requires optimizing for key metrics that really matter to the business—and open rate is not one of them.
How many times have you seen Titanic? Enough to remember the moment Rose tells Jack to “draw me like one of your French girls”? Well, a group of iOS developers from Scranton, PA remember… and they created an app inspired by it.
The app has risen in popularity over the last year, surpassing 1 million downloads in July 2014. With A/B testing, French Girls’ lean team is turning the majority of those downloads into actively engaged, activated users. Here’s how they’re doing it, lessons they’re learning along the way, and why they named the app French Girls.
What do excellent experiences across web and mobile look like? They are consistent, seamless, available, and context specific across channels. As people move from web to mobile app, they are able to pick up where they left off. The company’s voice, tone and brand should be consistent whether a customer is using an app or laptop. The experience between platforms should be continuous.
This type of connectivity is an aspiration for many businesses, a goal that may seem unattainable due to technical constraints. Whether or not you can achieve this level of connectivity today, understanding the key elements and examples of great web to mobile experiences is a great place to start.
Email is a high value, highly scalable, highly testable practice with clearly quantifiable results. In this new eBook, The Toolkit for Higher Performing Email Marketing, we offer a tips and templates for measurably improving the impact email has on your business with A/B testing.
When it comes to making better data-driven decisions, the sooner the better. Often the temptation is to wait until after the redesign is done or the feature is rolled out. “Oh, we’re doing a redesign; we’ll do the A/B testing afterwards.” The fact is you actually want to A/B test the redesign. One story from Digg and another from Netflix show why.
Around 2010, Optimizely co-founders Dan Siroker and Pete Koomen were introduced to the folks at Digg by their new VP of Product Keval Desai to talk about using Optimizely. Their response was, “We are busy working on a complete overhaul of our site. After we do that, then we’ll do A/B testing.”
In an August 2013 CMO Survey, 66% of respondents indicated that their companies are putting more pressure on measuring social ROI. The challenge? There isn’t a clear cut path for doing so.
While there isn’t a ‘silver bullet’ in quantifying social ROI, you can create a system for maximizing the impact of every moment your audience spends on Facebook. That’s where conversion rate optimization (CRO) comes in.
Smart marketers know that Pinterest is a valuable social media channel. In fact, one study found that Pinterest drives more traffic to media websites than Twitter, LinkedIn, Reddit, and Google+ combined.
The referral traffic opportunity from Pinterest is massive. But many companies are unclear about how and whether to develop a Pinterest-meets-conversion strategy. This blog post will explore ways to drive traffic to your site from Pinterest.
Understanding the value of social media is top of mind for most brands right now. Articles are popping up all over asking the same question, “what’s the return on investment from social media? How do I measure it?”
To help answer this question with a practice that Optimizely knows best, we have a downloadable list of 10 experiments you can run today to turn more social interactions into value for your business.