By now most marketers are familiar with the process of experimentation, identify a hypothesis, design a test that splits the population across one or more variants and select a winning variation based on a success metric. This “winner” has a heavy responsibility – we’re assuming that it confers the improvement in revenue and conversion that [...]
The term cobra effect describes an incentive policy that causes unintended consequences and results in the opposite effect intended. In the 1800s the colonial government of India (as the story goes), becoming increasingly concerned about the population of cobras in Delhi, offered a bounty for every dead cobra brought in. Although it was initially successful, [...]
As marketers we could learn a lot from ants. They don’t attend conferences, have multi-million dollar budgets or get pitched by the latest AI-based tech vendors. Yet over millennia they’ve figured out a radically efficient solution to an important and complex problem – how best to find food to sustain the colony. This is [...]
The 1907 Quakers from the University of Pennsylvania were the juggernauts of college football. Heading into a home field matchup with the Carlisle Indians they had not only won, but dominated their previous seven games by a combined score of 189-10. Their October home game on Franklin field against Carlisle wasn’t expected to be much [...]
Several years ago I was hired to help fix some serious website conversion issues for a B2B SaaS client. A year earlier the client had redesigned their website pricing page and quickly noticed a significant drop in conversions. They estimated the redesign cost them approximately $100,000 per month. The pricing page itself was quite [...]
http://youtu.be/2RTj3C7IerU Today I'm going to take you through a really brief walk through and introduction of Optimizely-CLI. A little bit of background: we at FunnelEnvy write a lot of tests in Optimizely. We love it as a platform. But we're also software developers and engineers, and so we like to write our tests directly in [...]
There’s one trend in email marketing that every marketer and entrepreneur needs to pay attention to: cart abandonment emails or retargeting. While the topic is always relevant, it should be top of mind for retailers moving into holiday marketing mode. Retargeting is a follow-up marketing strategy that goes after the customers who loaded items into [...]
At FunnelEnvy several of our clients use Marketo. It’s a great solution for marketers to consolidate lead data and automate many of the aspects of marketing campaigns, including nurture campaigns and landing pages. Marketo offers a lot of capability for non-developers, which is probably why it’s seen such rapid adoption especially for lead generation use [...]
Intent to purchase: it is perhaps the least discussed and most important aspect of conversion optimization. Ultimately, you focus on improving your website conversions to attract leads, build better relationships with customers, and most of all make sales. The ability to identify when a customer has a firm intent to purchase gives you a clear [...]
In a recent piece featured by MarketingProfs, Laura Patterson explored the notion of three categories of key performance indicators (KPIs) that determine success in online marketing endeavors: outcome metrics, performance metrics, and process metrics. This is a useful framework for developing an approach to decoding and prioritizing the KPIs that you select for your conversion [...]