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Online Marketing

Online marketing is the practice of leveraging web-based channels to spread a company’s marketing message. These channels can include paid and organic search, social media, display advertising, video and more. Online marketing also often encompasses A/B testing and optimization, which helps marketing departments to maximize the use of their marketing dollars and drive more conversions.

Is Your Website Traffic Ruining Your A/B Tests?

Is Your Website Traffic Ruining Your A/B Tests?

A/B testing can transform your business into a polished science. Remember the scientific method from 8th-grade science? Well, a good A/B test meets all of those criteria and—if you set your tests up correctly—your results will tell you exactly what works for your customers…and what doesn’t. Assuming of course, that you’re testing your customers.

Unfortunately, getting traffic to your site isn’t the same thing as getting the right traffic to your site. The right traffic is qualified to buy what you’re selling and interested in converting. The wrong traffic…isn’t.

Case Study: Testing Personalized Experiences at Secret Escapes

Case Study: Testing Personalized Experiences at Secret Escapes

This is part two of an optimization case study with Secret Escapes, a flash-sale luxury travel company. In part one we covered how Secret Escapes used Optimizely to experiment on their iOS app onboarding flow, double signup rate, and generate positive ROI from paid mobile marketing.

In this post, we’ll dig into another series of experiments that are driving continual increases in new user signups and revenue. In both experiments, Secret Escapes is testing the impact of personalized experiences.

What Marketers Can Learn From Slack’s CMO

What Marketers Can Learn From Slack’s CMO

Slack is on fire. The company has record-setting growth metrics. It is adding $1 million dollars of ARR every 11 days. As of April 2015, over 750,000 people use the team messaging app daily. The entire story looks quite impressive on charts. And it looks equally impressive through the eyes of Bill Macaitis, Slack’s Chief Marketing Officer.

Marketers can learn a lot from Slack’s approach to marketing, especially their laser focus on creating the highest quality user experience possible — and measuring it. I’ll share a few lessons marketers can takeaway from Bill’s AMA.

3 Tips To Increase Your PPC Click-Through Rate

3 Tips To Increase Your PPC Click-Through Rate

Click-through rate, or CTR, is one of the most important metrics you can measure in paid search. Today we’re going to look at why a high CTR is so important to your account, and I’ll explain how you can increase the CTR of your ads through A/B testing and 3 optimization techniques:

Targeting the right kinds of keywords
Writing more compelling, emotional ads
Testing your ads

The Impact of Symmetry in Online Marketing

The Impact of Symmetry in Online Marketing

You may have heard that keeping your ad consistent with your landing page is good. But is that a myth? And if it isn’t, how can you quantify the impact of this symmetry? In early 2013, we performed an experiment on our Pay Per Click landing page aimed at answering these questions.

Our goal was more to answer an interesting question than to find a conversion lift, but we were pleasantly surprised to discover that making our landing page mirror our ads led to a tremendous lift in conversions.

5 Tips to Turn Your Paid Funnel into a Pipe

5 Tips to Turn Your Paid Funnel into a Pipe

It’s unfortunate that funnels turned out to be the household item we use to describe completing steps online. The average funnel for search engine marketing has a very wide top and small neck because bottlenecks in the funnel prevent a keyword from becoming an impression, an impression from becoming a click, and a landing page visit a conversion.

The solution is not adding more money to the top of the funnel. The solution is widening the neck and making the funnel more efficient.

How do you widen the neck of a funnel? Here are five tactics—rooted in optimization—to turn your funnel into a pipe.

Why You’re Crazy to Spend on SEM but Not A/B Testing

Why You’re Crazy to Spend on SEM but Not A/B Testing

If you’re spending money to bring people to your site, you should be doing everything in your power to maximize the chance that those people do what you want in return.

A/B testing the landing pages you send paid traffic to is the thing most within your power—the easiest to implement with the highest value—that will increase your return out of your investment in SEM.