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Author: Ian McCaig
Ian leads all product marketing, communications and business operations at Qubit. Before Qubit Ian worked at Google for just under 5 years and in that time gained experience in marketing, product and sales development. Most recently Ian led Google’s business marketing team in the UK, helping customers and agencies understand how to get the most out of Google’s solutions such as Adwords, YouTube, Google Analytics and Google’s suite of insight tools. Previous to that Ian led the monetization of the Google Content Network across EMEA and helped develop the UK & Benelux sales strategy which went on to shape the global thinking about search. Prior to Google Ian worked in the Music Industry and for a leading FMCG company. Ian graduated from Bath University with a degree in Business Management.
The 21st century marketer needs an extensive toolkit. As well as the ‘standard’ skills of creativity, organisation and management, these days they also need to be web literate, social media savvy and equipped with basic data science skills.
Amongst all of these areas of technology competence one that is growing in importance, but is perhaps still misunderstood, is website testing.
Testing is the new intuition in site development and optimisation. Rather than relying on hunches, the modern web marketer will test potential changes to their site before deploying them thus, we are led to believe, ensuring their efficacy.
However, if all changes are now tested, how come we don’t all have perfect sites? If testing only tells us the truth, how come we still sometimes go down dead ends?
The answer lies not necessarily in the tests, but in the ways that they’re applied. We’ve seen thousands of testing processes run across a huge variety of sites and what’s struck us is that the issues that led to unsuccessful tests were common across industries.
Tag management is rapidly becoming one of the must-haves for site owners. The ability to manage the ever-growing number of measurement and marketing tags on a website offers huge benefits to webmasters and web marketers alike.
However, there are two fundamentally different approaches to tag management and anyone looking to adopt the technology should be aware of the benefits and limitations of each.
Whilst the e-commerce industry as a whole continues to grow at 20% per year, life for individual site owners doesn’t get any easier.
Whilst now levelling out, CPCs have seen heady growth over previous years, meaning that it’s more important than ever to secure a sale once you’ve enticed a user to your site.
However, at the same time there is a clear trend showing a decline in on-site conversion rates, meaning that more and more of your expensively-won traffic is simply visiting the site only to leave without purchasing.