7 Key Lessons I’ve Learned Working at CXL

After about 2.5 years, today is my last day working on growth and content at CXL. It’s been nothing but an awesome experience – I’ve been able to work on impactful projects, learn a ton about optimization and digital marketing, and work alongside the brightest minds in CRO. To celebrate my experience and to pass on some of my learnings, I’ll share the top 7 lesson I’ve learned while working … [Read more...]

Key Insights from Every Speaker of Elite Camp 2017

Elite Camp is a traffic and (mainly) conversion event held in Estonia every summer. It’s among the very best CRO events in the world, and of course in Europe. Elite Camp 2017 had an enviable line-up of heavy hitters and rock stars. Here are top insights from every speaker of this year’s event. Thanks to the inimitable Karl Gilis for all the photos below. Take his course on UX and Usability … [Read more...]

25+ Call To Action Examples: The Good, The Bad, and the Ugly

The call to action is a core component of marketing, sales, and any persuasion-based effort today. There’s been a lot of content written about how to tweak CTA copy, color, size, and other elements, but sometimes, it’s easiest to learn through examples. In this way, we can see how theoretical principles play out in the real world, and how they can create effective experiences. Therefore, … [Read more...]

The 2017 State of Conversion Optimization Report

In this 2017 State of the Conversion Optimization Report, we gave a 26 question survey to 333 people who work in the optimization space. We partnered with Sentient Ascend, the AI optimization software company, for the survey AI, and we learned a ton of interesting things about the CRO space. A lot of what we learned was expected and was a simple continuation of our insights from last year’s … [Read more...]

Ecommerce UX Mastery: Beginner to Pro in a Blog Post

In the pursuit of sustainable and consistent ecommerce growth, we look to many places: content, SEO, Facebook, Instagram, paid acquisition, new channels, growth hacking. But rarely do we turn the focus to our own website and ask, “how can we improve our own ecommerce user experience to drive growth?” That’s what this post is about: looking inward instead of outward. Investing in user experience … [Read more...]

The Science of Increasing Customer Loyalty

A common misconception about conversion optimization is that your work ends when the user converts. This is a limited way of viewing things, however, and you’re likely leaving a lot of money on the table if this is where you stop optimization efforts. Customer loyalty is a nebulous concept, but crafting experiences optimized for loyalty reaps many short-term and long-term rewards. It’s not easy … [Read more...]

5 Questions to Ask When Approaching Digital Analytics Data

{}It’s all about asking the right digital analytics questions. Sure, in the right context, you can probably get by doing what Avinash Kaushik refers to as “data puking,” but you won’t excel as an analyst or marketer that way. In addition, you’ll consistently come up short on bringing true business value to your company. In any field, it’s important to be critical. But in digital analytics, it’s … [Read more...]

The Complete Guide to Writing Product Descriptions That Convert

{}Most product descriptions are awful. Or worse, non-existent. Product copy and product descriptions seems like such minor parts of a website in the grand scheme of conversion optimization, so many brands brush it off. But for companies doing it right, writing excellent product descriptions is a great way to sprinkle brand personality in a place that most people don’t expect it. In fact, some … [Read more...]

How to Build a High Performing Growth Team

{}As technology continues to make data-driven marketing easier to implement and control, one thing remains constant: it’s all about the effectiveness of your team. As Paul Rouke says, we need to prioritize human intelligence in the face of increasingly sophisticated artificial intelligence, and building a high performing team is the most impactful thing you can do when it comes to growth. There’s … [Read more...]

How to Choose Digital Marketing Channels for Long Term Growth

How you decide to invest in marketing channels can make or break your business. That sounds like an obvious statement, but not a lot of people think about it critically. Rather, marketers get trapped in the fervent anxiety of needing to be everywhere at once. This is both ineffective and stressful. It doesn’t help that there’s a new blog post out every day about how you’re missing out on [X] and … [Read more...]

The Data-Driven Marketer’s Guide to Influencer Marketing

Influencer marketing is the talk of the town right now. Everyone from the scrappiest startups to the biggest household name brands are investing in it. But if you want to get into it, how do you do it right? And to take a step back, what is influencer marketing in the first place? What Is Influencer Marketing? At its core, influencer marketing is the development and delivery of … [Read more...]

How to Build Robust User Personas in Under a Month

User personas are often talked about in marketing and product design, but they’re almost never done well. There are certainly companies doing them well, but not a lot of detail goes into instruction, and the blog posts out there on how to build personas are generally pretty bad. I recently created robust user personas for CXL Institute (on inspiration from a course in our CRO certification … [Read more...]

A Digital Marketer’s Guide to Visual Cues

A large part of landing page optimization is focusing your visitors’ attention on what matters. There are many design theories on how exactly to do that. Most will include using what is known as a visual cue to direct attention towards a desired object. Visual cues have strong roots in empirical psychology research and in practical case studies. At this point, there’s a solid amount of data out … [Read more...]

User Experience Testing: A Conversion-Focused Guide

User experience is a nebulous term. What defines a “good” UX from a “bad’ UX, and what do the gradations look like between the two poles? The challenge comes in testing and measuring UX. Can you do it in a rigorous way and are there tools that can help you? Yes you can, and yes there are. That’s what this article is about: measuring and testing UX. If you’re an experienced UX or conversion … [Read more...]

How Data-Driven Marketers Are Using Psychographics

Are you sold on the idea that it’s beneficial to understand your customer? Hope so. If not, it’s guess work. When you know who your customer is, where they are, what they love and what they hate, you can market to them much more effectively. There are a variety of ways of learning about your customer – some quantitative and some qualitative, some passive and some active. Market research, … [Read more...]

How to Deal with Outliers in Your Data

One thing many people forget when dealing with data: outliers. Even in a controlled online experiment, your dataset may be skewed by extremities. How do you deal with them? Trim them out, or is there some other way? How do you even detect the presence of outliers and how extreme they are? Especially if you’re optimizing your site for revenue, you should care about outliers. This post will … [Read more...]

A Guide to Open-Ended Questions in Marketing Research

A good conversationalist knows that asking closed-ended questions is no way to make real friends. Similarly, in marketing research, there are certain limitations inherent to closed-ended questions. There’s a lot of value in asking both open and closed questions in a survey. This article, however, will dive into the intricacies of asking and acting upon open-ended questions in your research. Closed … [Read more...]