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

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 everyone can learn to brainstorm better,” Lafargue says. Read the article: How to brainstorm like a Googler.

Adobe Marketing Blog: Getting your organization to buy in to an effective testing program. You only get one chance to make a first impression. Here’s how to increase your chances of getting organizational support for your testing program.

Wider Funnel: 59 words and phrases that convert (and how to use ’em). Persuasive words like “you,” “free,” “because,” “new,” and “instantly” can help drive conversions—but you need to know how to use them.

Leanplum: The mobile marketing stack: from tactical to strategic. According to a new report, marketers value retention over all else (even growth) and their biggest barrier to success is not enough engineering resources or team members.

Tech.Co: Top UX trends to watch this year. From flat 2.0 to video, these UX trends are likely to gain traction this year.

Brooks Bell: 3 hidden (and dead simple) opportunities to optimize your content. CRO and UX improvements don’t have to come from a complete site overhaul.

Quote of the Week: “If you fantasize about a simple customer journey akin to a Candy Land board game, sorry. The reality is that your game is more like playing Dungeons & Dragons with someone with multiple personalities.” –Christopher J. Bucholtz in CRMBuyer