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 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 […]

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 […]