5 Must-Read Optimization Posts for the Week of July 29

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Marketers should be more sophisticated in understanding the nuances of the customer journey, according to a recent post on Monetate’s blog. The company’s research shows that less than half of all purchases happen within the first hour of a shopper’s browsing session—and 16 percent happen about one day after a shopper first visited a site. The takeaway? Think about helping […]

5 Must-Read Optimization Posts for the Week of July 22

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To make your product more successful, make your target audience the heroes of your story. That’s the message of writer and consultant Donna Lichaw, who was recently interviewed in Content Science Review. “Customers don’t really care about your brand’s story; they only care about their own story and their problems,” she said. “You have to […]

Why Your Sales Funnel is Failing You

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It’s time to officially put the idea of a sales funnel out to pasture. It’s an idea reassuring in its consistency and logic: At the top of the funnel, many people (most of whom will never be your customers), become aware of your product. As time passes, their awareness increases through repeated exposure to your […]

5 Must-Read Optimization Posts for the Week of July 15

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Personalization is currently a hot topic in ecommerce—perhaps the hottest. But with all the talk about tactics and trends (not to mention all the money spent implementing personalization programs), companies are still in the beginning stages of figuring out how to get it right. A recent post on ConversionXL’s blog explores how to create a […]

5 Must-Read Optimization Posts for the Week of July 8

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“Ignore desktop at your own peril.” In a recent post on Monetate’s blog, Leo Strupczewski shares highlights from the company’s recent ecommerce report. Among their findings: desktop revenue is increasing as more non-converting traffic goes to tablets and smartphones (cross-reference with our recent post, “Mobile commerce: Should revenue really be your metric?”) and conversions on […]

5 Must-Read Optimization Posts for the Week of July 1

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User experience (UX) and customer experience (CX): What’s the difference? Is there a difference? According to The Next Web, there is indeed—and the difference matters a great deal. CX has a larger scope, as it encompasses the customer’s interaction with all channels of the brand. Read the post: Customer Experience vs User Experience: Why the […]

Is Personalization a Net Positive?

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“A squirrel dying in front of your house may be more relevant to your interests right now than people dying in Africa,” Mark Zuckerberg once said. There was some gray in that statement. His use of “may” implies that. Unfortunately, when it comes to the execution of that vision, computers operate in a very binary […]

5 Must-Read Optimization Posts for the Week of June 20

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Google may be known for its innovative ideas, but in a recent Fast Company article, the global head of content strategy at Google Apps for Work, Veronique Lafargue, explains that the company’s process is a system, not a mystery. She lays out three basic principles—know the user, think 10x, and prototype—and explains each one in detail. “Just about […]

5 Must-Read Optimization Posts for the Week of June 13

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Linking online and offline data is a big challenge for marketers, and it’s something Facebook is attempting to solve. A recent Ad Age article describes how “store visits,” a new metric in Facebook’s ads reporting tool, shows retailers how many people visited their store after being shown a local awareness ad. Read the article: Facebook […]

Mobile Commerce: Should Revenue Really Be Your Metric?

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This is an interesting time for mobile commerce. It wasn’t too long ago that mobile was used mainly for texting, checking email, and getting directions. The thought of using your phone for research or a transaction was a bit absurd… kind of like the idea of a driverless car. Nowadays, mobile accounts for about half […]

5 Must-Read Optimization Posts for the Week of June 6

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Solving for customer intent produces stronger business results. That’s what Acronym Media, a search agency that specializes in “intent-based internet marketing,” has found. In a recent interview with Think with Google, Acronym CMO Mike Grehan explains that connecting with users during their I-want-to-know moments—rather than just during the I-want-to-buy moments—helps build brand affinity and influence […]

5 Must-Read Optimization Posts for the Week of May 30

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If you want to increase ecommerce sales, you need to think beyond improving abandonment rates and checkout flow. In a new Inc. article, the CEO of Magento, one of the most popular ecommerce platforms, explains that the fast-evolving ecommerce landscape requires flexibility, engagement, and creativity. He also talks about the role content plays in establishing […]

5 Must-Read Optimization Posts for the Week of May 23

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When it comes to the decision-making process for mobile customers, perhaps the most important factor is time—that is, how much of it they have. In a recent article for Think with Google, Duke psychology and behavioral economics professor Dan Ariely explains that time pressure—when “our need for time exceeds the amount of time currently available to […]

5 Must-Read Optimization Posts for the Week of May 16

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Some designers talk about the need to “dumb down” an experience, but your users are smart than you think, says Rovert Hoekman Jr. in Fast Company’s Co.Design. A core component of smart design is human psychology. Ignore this and your app or site will ultimately suffer. He outlines 14 truths about customers that everyone should keep […]

5 Must-Read Optimization Posts for the Week of May 13

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What happens when humans, not an algorithm, decide what news headlines some 167 million readers see? In a series of recent articles, Gizmodo explores Facebook’s profoundly influential role in shaping the stories that are read, discussed, and shared online. Facebook says that trending topics are chosen by an algorithm; a former Facebook employee says they routinely […]

5 Must-Read Optimization Posts for the Week of May 2

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Creativity and psychology used to be marketers’ go-to disciplines for understanding customers. Nowadays, they rely on data and algorithms. In a new post on the Adobe Digital Marketing blog, Doug Mumford makes the case that merging the best of these two worlds is the ideal way to connect with customers and make sales. Method marketing, […]

5 Must-Read Optimization Posts for the Week of April 29

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If you want to gain loyal customers, it’s no longer enough to be better than your competitors. A new article by Harvard Business Review explains that customers don’t compare your service to that of other businesses in your industry—they compare it to all other businesses. So what does that mean for you? Build empathy, be […]

5 Must-Read Optimization Posts for the Week of April 22

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Despite your best efforts in testing, you may not achieve the outcome you want. But losing isn’t all bad, a new post on the Conversion Sciences blog explains. For example, a design change for branding reasons may negatively affect conversions, but it’s a good idea to measure the exact impact through testing. Read the post to see other ways […]

5 Must-Read Optimization Posts for the Week of April 4

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Interested in building a dynamite data science team? In First Round Review, Instacart’s data science VP explains when you should invest in talent (“Data science only matters if data drives action”), where the team should fall in your org structure, and how to build a data-driven culture. The post is aimed at startups, but any […]

16 Favorite Reads From Our Partners—Thanks for a Terrific 2015!

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Every year, our partners continue to impress us with their improved capabilities, scope, adoption of testing methodologies, platforms and practices. Each one is working hard to improve on customer engagement, personalization, mobile optimization, analytics and more. The testing, personalization and optimization space has never been so exciting. At Brooks Bell, we are forever thankful for […]

5 Must-Read Optimization Posts for the Week of November 9

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Comparing two items of a different size may seem easy, but research has shown that consumers, generally, struggle with the task. More interesting, the labels and scales provided for comparison have a significant impact on preferences. While this may seem like a specific insight, it has implications for marketing messages in general. Read the rest: […]