About Arun Sivashankaran

I'm a tech entrepreneur who has been building, measuring and selling consumer and enterprise websites for years. Over the course of my career I've helped companies large and small increase revenue and engage customers as a manager, advisor and consultant.

How KPIs Can Focus Your Conversion Testing

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 [...]

By | 2014-08-17T20:45:48-08:00 August 19th, 2014|Strategy|2 Comments

Facebook and OKCupid Experiments: Ethics, Conversion Testing, and UX Design

The headlines have recently been flooded with the news that Facebook and OKCupid have been conducting experiments on their users in an effort to collect data and improve the overall user experience. Analysts and commentators from the public at large have raised the same concerns: is this ethical? Does running certain types of testing violate [...]

By | 2014-08-16T15:30:04-08:00 August 12th, 2014|Testing|5 Comments

5 Tips to Increase Customer Loyalty in the Age of Social Media

Customer loyalty is an important metric of your business’ success. It gives you insight into issues ranging from whether you’re serving the right customers, to the quality of your products, to the level of your customer service. Loyal customers also have the potential to dramatically increase your profits over time. But loyal customers don’t just [...]

By | 2014-07-02T22:34:17-08:00 July 3rd, 2014|Digital Marketing|4 Comments

How to Collect The Data You Need to Develop a Winning Conversion Optimization Strategy

We all want better results. Who couldn’t use more visitors turning into leads, and more leads turning into paying customers? You have the power to create those results for your business. But in the words of Peter Drucker, “you can’t manage what you can’t measure.” That’s why conversion-rate monitoring and optimization are vital. Turning to [...]

By | 2014-06-08T23:44:27-08:00 June 9th, 2014|Strategy|2 Comments

5 Tactics for Increasing Your Business’ Word-of-Mouth Marketing Traffic

One recent Neilsen study revealed that 92% of consumers trust referrals from family or friends more than any other type of advertising or referral. Word-of-mouth (WOM) marketing is often considered the marketing gold standard in lead generation and online marketing. For every lead or prospect you can work to attract through a savvy website or [...]

By | 2014-05-18T22:47:34-08:00 May 19th, 2014|Digital Marketing|3 Comments

Analytics Superpowers with Segment.io and Google Tag Manager

Analytics plays a critical role in improving conversions in several ways including exploratory analysis and ongoing reporting.  One of the main factors that can constrain your ability to optimize your site for conversions is the quality of the data you have available and your ability to act upon that information. There are an amazing array of web analytics [...]

By | 2014-05-07T00:04:47-08:00 May 7th, 2014|Analytics|21 Comments

Using PPC to Attract Customers Throughout the Buying Funnel

Pay-Per-Click (PPC) search marketing is an important part of the online marketing ecosystem. Paid search is a powerful way to attract traffic to your site as you work on building your organic rankings. The alchemy of achieving solid organic rankings requires links, great content and a social presence that takes time to build. Paid search [...]

By | 2014-05-01T20:36:30-08:00 May 2nd, 2014|Digital Marketing|0 Comments

Optimization and Testing Takeaways from OptiCon 2014

Last week leading A/B testing company Optimizely held their first conference in San Francisco, OptiCon 2014. In addition to several exciting announcements from the company, OptiCon brought together leading Conversion Rate Optimization and digital marketing professionals to share their experiences and learn from one other. As tools like Optimizely make the tactics of testing easier [...]

By | 2014-04-24T15:15:32-08:00 April 25th, 2014|Conversion Rate Optimization|0 Comments