2018

Here are your marketing peers’ favorite articles from 2018, including a look at copywriting changes with large impact, optimizing for non-material costs and more

By transforming marketing ideas into hypotheses, we orient our test to learn about our customer rather than merely trying out an idea. Here is a 4-step framework for creating a hypothesis, along with good and bad examples.

The goal of optimization is not to make changes to a page but to make changes in the mind of the customer. Here are some simple ways you can shift from communicating company logic to customer logic and optimize the thought sequence of your…

Almost every industry has seen a shift toward green technology. While this is certainly a positive step for the earth, it can rightly be questioned whether the marketing that touts this particular aspect of the business is really effective.

A discussion of the key factors to consider in launching a landing page for a new segment, plus a free interactive worksheet to help you balance segmentation and resources for your landing page optimization

The data from A/B testing provides valuable insights into customer behavior. But if you don’t understand those numbers, they will only mislead. Read on for a quick dip into the deep end of statistics and sample sizes.

The sale is the goal. If a lead is generated but fails to close, it’s just taking up space in the email database. Here are some concrete principles to improve nurturing processes toward the final sale.

If Apple released an iChicken, people would be lined up and down the streets to buy it. That’s the power of BRAND. You build a brand by earning your customers’ trust. Here’s how …

An extremely interesting experiment led us to three key principles to observe when marketing multiple products.

Web forms often cause mental and physical friction. Most optimization strategies focus on reducing friction to increase conversion, but could there be a different approach?

It’s not enough to run the right tests, you will get a higher ROI if you run them in the right order. Let’s look at a few example scenarios.

If you can identify the main cause of anxiety on the page and implement an overcorrection element in close proximity, you are on your way to higher conversion and more sales.

We know how it feels when you have to present a losing test to well-meaning clients who were convinced this was a winner. But not all conversion optimization tests should be winners. Here’s why.

If you want conversion rate increases, the No. 1 factor to consider is customer motivation, according to the Conversion Sequence Heuristic from MECLABS Institute. I recently came across a great example of an entire product built solely on…

Read on for key CRO tips based on insights from your peers, including links to deeper exploration of the topics so you can invest summer downtime in building up your capacity and your site’s capabilities.

Don't lump landing page optimization into conversion marketing. Read on for an explanation of why LPs are essential to modern marketing, and a specific example of what happens when you overlook LPO.

World-shaking ideas only get you so far. You actually need to get stuff done to actually make that impact. Read on for ideas on managing your testing, website redesign, product launch, rebranding, replatforming or other projects.