How I helped the NYPL increase newsletter sign-ups by 52.8%

I recently completed Market Motive’s “Conversion Optimization Master Certification” program led by Bryan Eisenberg (@thegrok).  As part of the program, I volunteered to perform a comprehensive conversion optimization analysis and provide testing recommendations (100+ A/B test recommendations) for The New York Public Library.   Furthermore, I also had to run Continue reading

Why You Should be Testing

…because “continuous improvement comes from continuous testing and optimization, not one-time research” (from Greg Burningham, President of MarketingExperiments).  What other reasons do you need?  How else do you think you’ll improve if not through trial and error?  Bottom line, you won’t know what works and what doesn’t, unless you test.

Real-time Bidding and Optimization in Display Advertising

Some buzz these days on real-time bidding in display advertising.  New York Times: Instant Ads Set the Pace on the Web by Stephanie Clifford ClickZ: Real-Time Bidding: What It Is and Why It Matters by Mike Baker ClickZ: A 10-Step Guide to Evaluating Demand-Side Platforms by Mike Baker Bottom line:  With real-time bidding Continue reading

Behavioral Targeting: How to Increase ROI

It’s stunning that only 25% of interactive marketers use behavioral targeting.  Consumers are not one-size-fits-all and expect an experience relevant to their needs.  For instance, this evening I searched for a flight to Munich, Germany.  After reviewing the flights results page, I decided to click on “Vacation Packages” in the top navigation Continue reading

How to assess the maturity of your digital marketing

It can be quite challenging to get your management’s buy-in on measurement strategy, analytics resources, and the need for optimization.  Though it’s almost 2010, we still have Avinash Kaushik evangelizing web analytics and Bryan Eisenberg advocating for the need to test and optimize (and rightfully so!), not to mention the many Continue reading

There Is No One-Size-Fits-All Conversion Rate | FutureNow’s GrokDotCom / Marketing Optimization Blog

There Is No One-Size-Fits-All Conversion Rate | FutureNow’s GrokDotCom / Marketing Optimization Blog. Amen! I’ve always been saying that there are no one-size-fits all average conversion rates. Your goal should be to increase your current rates and do so by optimizing your efforts. And you need to take a look Continue reading

What’s the Best Way to Improve Conversions?

What’s the Best Way to Improve Conversions? eMarketer, October 29, 2009 I can’t say it any better than eMarketer — it’s through testing and analysis.   According to an Econsultancy study, companies considered “A/B testing as the most valuable way to improve conversion, with more than one-half of companies saying it was highly Continue reading