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 links actual store visits to marketers’ ads and sales.
Here are four more A/B testing and conversion optimization articles (plus one from the Brooks Bell blog) you might have missed this week:
Econsultancy: How one simple A/B test helped RS Components increase add-to-cart conversion by 159%. Displaying whether an item was in stock dramatically increased sales for this electronic components retailer.
FiveThirtyEight: The gap between what you like and what you say you like. In the latest episode of “What the Point?” author and journalist Tom Vanderbilt discusses, among other things, our brain’s preference to determine what we like as efficiently as possible.
Forrester: Leadership in the age of the customer. From the importance of an “empowered frontline” to creating long-term loyalty, here are the five takeaways from a Forrester roundtable discussion.
The New York Times: Can Netflix survive in the new world it created? Netflix has redefined the way we consume entertainment. But as its costs continue to rise, it needs to constantly gain more subscribers to stay ahead of the curve.
Brooks Bell: Mobile commerce: Should revenue really be your metric? Instead of zeroing in on sales, focus on creating challengers that encourage browsing and interaction—and purchasing where and when the time is right.
Quote of the Week: “A/B testing for many companies becomes a band-aid for poor value propositions. If your content is not being shared, maybe your content is actually not share-worthy, regardless of how amazing you make your ‘Share Now!’ button.” –Justin Baker in Tech.Co