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The Importance of Experimentation in Running a Lean Business

Eric Reis’ book, The Lean Startup, mainstreamed discussion around running a lean enterprise. The idea is simple: by applying the concept of testing and experimentation into your culture, it’s possible to iterate faster, serve customers more effectively, and impact the bottom line by reducing waste and increasing profits. The driving force behind The Lean Startup, particularly its points about creating a culture of experimentation (which is an idea brilliantly explored here), is one of the keys to a successful conversion optimization program. Here’s what entrepreneurs need to know.

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By Arun Sivashankaran|2014-04-21T14:45:32-07:00April 11th, 2014|Strategy|2 Comments

How to Generate Value from Digital Marketing [Infographic]

Every online business is investing in some way in digital marketing and a look into the Google Trends data suggests that more marketers and organizations are trying to figure out the best ways to realize a return on that investment. In this infographic we’ve pulled together some relevant activities, statistics and trends about Customer Acquisition and Customer Optimization, two sets of activities that marketers need to balance to generate value.

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By Arun Sivashankaran|2014-04-21T14:50:34-07:00March 20th, 2014|Digital Marketing|2 Comments

How Digital Maturity Impacts the CRO Process

In conversations about online marketing, there are often a lot of “you shoulds” and “you musts” that enter the discussion. Yet every recommendation isn’t appropriate for every business. That’s why it’s critical that you test everything to make sure it’s the right fit for your products, audience, and business goals. An operating framework – such as Cialdini’s influence model – can be a great starting point for developing and testing hypotheses. One such framework that offers an important point of reference for organizations developing testing programs is Digital Maturity. Here’s a closer look at the ideas behind Digital Maturity, how it relates to a company’s data culture, and ultimately its impact on your organization’s conversion rate optimization efforts.

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By Arun Sivashankaran|2014-04-21T14:52:28-07:00March 5th, 2014|Strategy|4 Comments

Applying Cialdini’s Influence & Persuasion Strategies to CRO

If you read one book on entrepreneurship and the art of persuasion, it should be Cialdini’s classic, “Influence: The Psychology of Persuasion.” The core of his argument is simple. There are specific levers that marketers can pull on to build trust, move prospects along the buying funnel, and get them to take action. The framework has been widely adopted in the worlds of direct sales, online marketing, and copywriting. But Cialdini’s influence strategies also play an important role in conversion rate optimization testing. Let’s take a closer look at how the two are related, and what entrepreneurs need to do in order to put this theory into practice in a way that improves conversions and generates real ROI for the business.

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By Arun Sivashankaran|2014-04-21T14:53:19-07:00February 19th, 2014|Strategy|6 Comments

How to Find Profitable A/B Testing Ideas

Understanding the importance of A/B testing is one thing. But knowing what to test and how to pull it off is more complicated.

Some businesses jump into A/B testing without ever really knowing where to start. Their tests are basically random, and the insights they gain from them are often more trouble than they’re worth.

It’s easy to get frustrated with this. But you don’t have to. Follow the steps below to discover fertile A/B testing ideas and how to test them to boost your conversions.

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By Corey Pemberton|2014-04-21T14:53:58-07:00February 11th, 2014|Testing|0 Comments

Putting Cross Selling and Upselling to Work in Your Business

If you’re building your sales funnel strictly on a single sale process, you’re missing out on significant profit potential. Cross-selling and upselling can help you quickly maximize one of the most important business key performance indicators (KPIs): your customer’s lifetime value. In other words, a customer isn’t so much valuable because they buy that preliminary $25 product from you. Instead, it’s important to think about how to build a sales experience that carries the $25 eBook customer into your $10,000 group coaching program or your $100 per month subscription product. Here’s a closer look at how techniques such as cross-selling and upselling can dramatically increase the profits in your business.

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By Arun Sivashankaran|2014-04-21T14:54:26-07:00February 6th, 2014|The Funnel|12 Comments

4 Steps for Testing Your Way to High Converting Headlines

The most valuable real estate on your blog posts, email marketing, and published articles are the first 5 to 10 words. Studies show that your headline is absolutely critical. According to CopyBlogger, 8 out of 10 people read headline copy while only 2 read on. What does this tell you? It means that you’ve got an excellent opportunity to capture readers – and that most content on the internet today is failing to effectively do so. In this age of content marketing, writers and marketers can’t afford to have their content go off the cliff. The good news is that you don’t have to be a professional copywriter to get great results with your headlines. Here’s a closer look at how testing can get you closer to high converting headlines.

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By Arun Sivashankaran|2014-04-21T14:55:09-07:00January 23rd, 2014|Testing|4 Comments

5 Steps to Reduce Your Churn Rate

Can you imagine bringing in any new customers and still not growing your business?

It’s possible, especially if you’re operating a SaaS or other subscription-based business.

You work hard to convince people to give your business a chance, so it’s a shame to see subscribers drop off after a few months.

Instead of racing out to get more customers, have you considered what’s causing people to leave in the first place? Odds are you can make some simple changes to keep more customers loyal, happy, and paying.

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By Arun Sivashankaran|2014-04-21T14:55:35-07:00January 20th, 2014|The Funnel|2 Comments

The Best Strategy to Improve Online Conversions and Engagement

During a 2008 presidential debate, Republican John McCain questioned Democratic nominee Barack Obama’s understanding of strategy vs tactics. The strategy that McCain tried to employ throughout the campaign was to undermine his opponent by questioning his youth and inexperience, while the tactic he employed in this situation was to verbalize this point during a debate on the Iraq war. He was ultimately unsuccessful at both, but that’s besides the point.

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By Arun Sivashankaran|2014-04-21T15:02:29-07:00September 3rd, 2013|Strategy|0 Comments

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