Posts in Optimisation (inc testing, CRO)

How to stay safe when A/B testing

A/B testing is simple.

You just compare a control to a variant. In digital marketing (especially the field sometimes known as ‘conversion rate optimisation’), this generally means doing something like splitting traffic between two versions of the same web page and monitoring their performance. You might also try it out with emails, apps, or any other manner of digital communication, but the point is: it is simple, dead simple.

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Ask the experts: Email marketing optimisation

The latest in our 'ask the expert' series focuses on a core skill in the digital marketer's skillset - email optimisation.

We grilled three of the loveliest experts we know – Kath Pay (Holistic Email Marketing), Parry Malm (Phrasee) and Dale Langley (Emarsys).

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Just half of ecommerce companies do regular usability testing (but 60% planning conversational commerce)

With global ecommerce sales predicted to rise to over $4 trillion by 2020, competition between online retailers has never been more intense.

According to Econsultancy’s Ecommerce Performance report, published in partnership with Conversion.com and based on a survey of more than 400 ecommerce professionals, a culture of testing and experimentation is one of the key ways brands can optimise performance to reach true innovation.

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10 thrilling digital marketing stats we’ve seen this week

It’s that time of the week when we regale you with some glorious digital marketing stats.

This week’s roundup includes news about ecommerce reviews, CRO, AI, and digital payments. Be sure to head on over to the Internet Statistics Compendium for lots more.

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Five tips to maximize your mailing list signups

An email list can easily become one of a business' most valued assets, but many companies fail to maximize their mailing list signups.

Here are five ways companies can ensure they're driving as many mailing list signups as possible.

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Why so many website relaunches fail (but shouldn’t have)

Website relaunches fail.

Sometimes they are big, public ‘blow up in your face’ failures like M&S a couple of years ago. Often they are just a bit of a disappointment – waves of optimism petering out when they hit the shores of reality.

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Ethical CRO: The end of dark patterns

Ecommerce sites spend a lot of time trying to increase conversion rates, but sometimes attempts are made to do this that aren’t in the visitor’s best interest.

Some techniques, such as the ‘sneak into basket’ which once appeared on the Sports Direct website are now illegal.

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Lack of resources and budget still the main barriers to CRO: report

Within marketing there’s a lot of focus on raising brand awareness and getting in front of new customers.

While this is important, there’s a danger that we spend too much time focusing on KPIs high up the marketing funnel.

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10 important stats from Econsultancy's 2016 research

A new year means a brand new start, but it’s also a good chance to take stock of everything we've learned during the previous 12 months.

With this in mind, here’s a look back at some of Econsultancy’s research, with 10 of the most important stats from our 2016 reports.

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10 festive digital marketing stats from this week

We’re on the cusp of Christmas, people. But before many of us dive head-first into our sofas and stay there… why not indulge in some final festive stats?

Think of it as the ultimate gift, from me to you.

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Was 2016 the year companies finally moved beyond button testing in CRO?

Green for “go!” will convert better, surely?

I’m still shocked at the basic nature of A/B testing taking place across the digital industry.

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The secrets of elite analytics practices: Report

Earlier this year, Econsultancy published a report in association with IBM called The Secrets of Elite Analytics Practices.

We sought to discover just how much analytics was contributing to business performance and where in particular it was making the biggest impact.

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