Learning about Campaign Optimization

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Why Test?

Looking forward to 2008

AdAge asked everyone on their Power 150 blog list to contribute a short snippet about “what technology marketers should be paying most attention to in 2008.” I got included in the list and found it a good way to introduce someone to testing. If you have any marketing colleagues that still aren’t sure [...]

Multivariate testing: Let customer actions tell you what’s right

This comic is both hilarious and insightful. Take a second and see if you’ve experienced something similar to this situation:

I came across this before starting my work at Widemile, but stumbled upon it again while browsing Marianina’s Web Analytics Princess blog. Surprisingly, I found it extremely relevant to the multivariate testing I do [...]

Doubling conversion rates: MarketingSherpa case study

MarketingSherpa is giving us a lot of love recently with The Weather Channel case study and now one on Smartsheet. If you were too shy to sign up for our case study on the Widemile website, then please check out the one at MarketingSherpa.
I especially like the last 4 points in the story:

#1. Don’t [...]

Increase SEM spend or optimize your page?

Most decision makers start multivariate testing because it makes sense in terms of ROI. While I may talk about helping marketers make good decisions about their pages, my real job is to make my clients look good by getting them a result that looks good online (a quality web page) and on paper (quality [...]

4 reasons to test your web pages

I stumbled upon a great post from Andy Edmonds at Always Be Testing about ways testing can be used. Here’s the list he came up with:
Business Acceptance Testing
Example: You want to add yet another shortcut on the homepage for a new sub-audience. Use testing to validate you didn’t mess up the other functions of [...]

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 [...]

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 [...]

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 [...]

Why test?

I love web designers and creative people. They create beautiful things out of words and ideas we give them, yet still have to deal with people judging every little thing they put out into the world. Working on company websites is especially an ordeal. Everyone has an opinion, from CEO to marketer, and [...]