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Archive for December, 2007

Every marketer’s New Year’s Resolution

We marketers get to have a lot of fun. We have a variety of projects that we get to plan, develop and execute. Wrapping up every project is an accomplishment for us. Or is it?

Unfortunately, many projects are started without tangible metrics to strive for other than finishing it on time and [...]

Multivariate testing: a quick primer

Want to quickly get up to speed on multivariate testing? This post is designed to help you grasp the basics of multivariate testing so that you can get started talking and even doing your own tests. While its hard to design great tests, it’s easy to get good results with only a little [...]

Why always optimize landing pages?

Sometimes people ask me why landing pages are such popular targets for optimization and testing. Why not optimize a home page? A product page?
Actually, we can optimize those kinds of pages, but almost all businesses come to us with a landing page that needs help. Beyond the demand for landing page testing though, is the [...]

Around the Net in Search Marketing

Welcome! I just got word that I was featured in MediaPost’s Around the Net in Search Marketing. If you aren’t sure where to start, check out my organized lesson guide. Also, I have attempted to organize everything in appropriate tags and categories found on the right navigation bar.
I just started this blog [...]

Case Study: Smartsheet.com

I try to keep this blog non-company specific but my boss Frans Keylard, Director of Optimization, helped write up an informative case study of a client he worked on, Smartsheet.com. The case study is 4 pages long, covering the process and analysis of a multivariate test we did on one of Smartsheet.com’s landing pages. [...]

5 rules for quality landing page design

Landing pages are effective. When you want to accomplish one thing, there are few scenarios that can trump a quality landing page. The fact that they are the easiest page to test makes them even stronger. However, before you start testing, there are some best practices you can follow.
Here are five rules to [...]

5 tips to maximize your holiday campaign

Ready for the holiday season? My boss, Frans Keylard (Director of Optimization), wrote up a 3 pager on “5 short tips to maximize your holiday campaign” (download PDF). I summarized it in my own words below, but check the PDF for more detail on how to get your conversions up during the holidays [...]

SEO + Testing = Friends

One common concern with optimization is that testing content will bring down SEO. In actuality, testing will not affect SEO.
Here’s what happens, a regular visitor goes to the web page and sees an experiment, which is a version of the tested page. Google’s spiders go and only see the default content, meaning what [...]

MarketingSherpa Landing Page Guidebook

I read the 2005 edition of the Landing Page Guidebook already and it really helped me learn the fundamentals of landing page optimization (LPO). Finally MarketingSherpa released a new edition for 2008 and it is a hefty upgrade. I’ve ripped this straight from the SherpaStore just so you can see how much work [...]

What can your data really tell you?

Online testing is a bit different from other marketing data. It uses live traffic to find out what works. Analytics is the same, measuring what’s occurring at the moment. So why is that important? Well you can infer all you want from surveys, usability studies and demographics, but in the end [...]