How To Perform A UX Audit/Inventory

  As online competition increases, making the decision to implement an optimization strategy is now a relatively straightforward one. Deciding where to start your optimization, however, remains a hurdle that even the largest blue chip corporations struggle to get over. To know where to start your optimization strategy, you need to know the areas in […]

Careers in Optimization and Testing: January 24, 2017

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Looking to hire a talented analytics professional?  The Institute for Advanced Analytics at North Carolina State University can connect you with one of 118 candidates in the Master of Science in Analytics (MSA) Class of 2017. The Class Resume Book is now available and free to prospective employers. Please contact April Wilson ([email protected]) if you […]

Supercharge Your Test Strategies with Proven UX Methods

  Everyone loves a winning test, especially when it provides a significant increase in revenue and unique insight into user behavior. Coming up with ideas for tests that produce such amazing results—week after week, quarter after quarter—however, is a challenge. Utilizing a standard methodology for ideation helps enforce consistency in test strategies over time, but […]

5 Must-Read Optimization Posts for November

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Check out 5 must-read conversion optimization articles (plus one from Brooks Bell) that you might have missed this month: Optimizely Online Shopping Trends – Europe 2016. Ecommerce is the fastest growing retail market in Europe and with growth expected to reach £215.38 billion in 2017, it is becoming pivotal for online brands to keep their customers […]

4 Strategies to Connect with First-Time Holiday Visitors

The holiday season can reward you with many first-time visitors interested in buying that perfect gift for someone special or just a holiday treat for themselves. While this group of shoppers can represent a significant boost to your bottom line during the holidays, their true revenue potential is in their long-term loyalty and repeat purchase […]

3 Holiday Promo Code Problems to Avoid

The holiday peak season is packed with unpredictable twists and turns that can lead to panicked moments and high-pressure decisions that will have a major impact on your peak-season sales. Even the most detailed holiday marketing plans won’t cover those annual surprise shifts in consumer behavior that lead sales to boost or blunder in their […]

Optimizely X – Our Experts Share Their Insights

Over the past couple of weeks, the Brooks Bell team travelled nearly 7,000 miles to attend Opticon in San Francisco and New York. Besides having a great time with many of our clients and the Optimizely team, we were lucky to be there for the official launch of Optimizely X -The Experimentation Platform. Our main takeaway? Optimizely […]

Careers in Optimization and Testing: September 7, 2016

Every week, we find and post the best career opportunities in testing and optimization at companies ranging from ecommerce to subscription services to media. Companies hiring now: Digital Analytics and Optimization Manager Accenture Washington, D.C. Senior Manager Digital Marketing Analytics HSBC Greater Chicago Area Product Marketing Manager, Amazon Global Selling Amazon Seattle, WA Testing & […]

5 Must-Read Optimization Posts for the Week of August 19

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As mobile commerce continues to rise in popularity, marketers continue to try to crack the conversion code. How can you make the journey from browsing to checkout as seamless as possible? A recent Business2Community post examines three important features of highly optimized mobile sites. Quick tip: Include a checkout progress indicator. Continue reading: Mobile conversion […]

5 Must-Read Optimization Posts for the Week of August 12

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How does a fashion retailer unite online and offline experiences? Or strike a balance between creating an online customer experience unique to the company and increasing sales through third-party websites like Amazon? In an interview published on Qubit’s blog, the head of ecommerce at Joe Browns talks about ecommerce strategy, personalization, and boosting growth in […]

5 Must-Read Optimization Posts for the Week of August 5

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When growing your business, how do you find the right customer acquisition channel without overspending or investing in the wrong opportunities? That’s the question answered in a recent post on Optimizely’s blog. In an interview, the CMO of 99designs discusses reducing customer acquisition costs and optimizing customer acquisition through A/B testing. Read the post: how […]

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

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!

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: […]