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

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 personalization program that is effective, valuable, and non-creepy. Read it: Why sites are getting personalization wrong (and how to fix it)

Here are four more A/B testing and conversion optimization articles (plus one from the Brooks Bell blog) you might have missed this week:

Adobe Digital Marketing Blog: Why speaking the same conversion-rate optimization (CRO) language matters. Struggling with buy-in and alignment among different departments? Consider taking everyone’s needs and goals out of the equation, and let the customer decide.

Convince and Convert: How to use retroactive interference for a winning content strategy. Retroactive interference occurs when newly learned information obstructs our ability to recall previously learned information. Use this psychological framework to craft an effective content strategy.

Ometria: Top-notch tactics for targeting VIP customers. Get ideas for creating tactical VIP emails, a valuable rewards program, and more.

Forrester Blog: Responsive web design is not mobile first. In ecommerce, mobile tasks often differ from desktop tasks—so a one-size-fits-all approach usually falls short.

Brooks Bell: 3 copy tests your competitors probably haven’t tried yet. Get a leg up on the competition by testing retail reminders, app store details, and testimonials.

Quote of the Week: “[T]his ‘Ghostbusters’ thing? It lays bare so, so much of what we’re investigating when it comes to the provenance and reliability of internet [film] ratings. Namely, they’re inconsistent, easily manipulated and probably not worth half the stock we put in them.” -Walt Hickey in FiveThirtyEight

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