Category Archives: Audience research and strategic planning

Can More Engaging Videos Actually Harm Sales?

Slightly expanded with the author’s permission from The Conversion Scientist. We did some very interesting research at Conversion Sciences labs, and we love it when our deeply held beliefs get blown out of the water. It’s happened again. Most of us assume that if our pages are “engaging” to visitors, that they are more likely [...]

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I’ve Got a Research Question. Now What?

Abridged with the author’s permission from the MarketingExperiments blog post entitled Marketing Optimization: How to design split tests and multi-factorial tests. This is a follow-up to a post we abridged from Daniel Burstein a month ago on how to formulate a meaningful marketing research question. In Daniel Burstein’s blog post on research questions, we emphasized [...]

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The Seven Silent Ways Hidden Friction Kills

Originally published in a slightly different form on MarketingExperiments Blog. Reprinted in edited form with the author’s permission. Friction is one of the greatest obstacles to your conversion process, and though most marketers currently have some idea of what Friction is, many are only seeing half the picture. When asking marketers to identify the Friction associated [...]

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Creating Killer Newsletters With Content

Reprinted with the author’s permission from Post Advertising. Seth Godin wrote a recent blog post about how, frequently, the relationships between brands and audiences can be out of alignment. Godin coins the perfect brand-consumer relationship as “I want your company to help me, and your company wants to help me. We’re both focused on helping the [...]

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A Split Test: Which Email is More Engaging, and Why?

Originally published in a slightly different form on MarketingExperiments Blog. Reprinted in edited form with the author’s permission. For this experiment, we were working with a large financial organization offering a quarterly newsletter for business leaders. In this newsletter, they would often feature a free downloadable whitepaper. Overall, this company was striving to build strong [...]

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Forty Hours to Better Content Marketing

Abridged and reprinted with permission from TippingpointLabs.com At a recent conference, Andrew Davis, co-founder of Tippingpoint Labs, was asked, “If I have 40 hours a month to focus on my online content strategy, what should I do?” It’s not a lot of time, but if you can devote it, brands can definitely learn a lot [...]

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Top Management Is Paying Attention

Too often posting on the Internet can feel like shouting into the void.  The sheer size of the Web makes it difficult to tell if your words are being read by anyone who matters.  Here’s good news. A study by Forbes and Google (free registration required) suggests that senior executives are increasingly attentive to what [...]

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Audits for Better Website Engagement

Abridged and reprinted with permission from her blog, Marketing Interactions. B2B companies say that improving their websites is a priority for 2010. I’m not sure exactly what they’re thinking, but I do know that — before they do anything — they need to audit the website they have now in order to create a renovation [...]

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Is Your Brochure Killing Profits?

Founder & CEO, the Imagine companies Abridged and reprinted from The Fast Growth Blog with the author’s permission. I hear it all the time:  “I just need a brochure that explains what we do better,” or “If we could just create a piece that gets people to see how we’re different.”  While I’m not (necessarily) [...]

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Beyond Google: Search Tools for Pros

Abridged with permission from Henry Stimpson’s PR and Marketing Tips It’s easy to just Google whatever you’re researching and stop there. Well, don’t just Google! You’re likely to miss invaluable information that isn’t anywhere on the Web. Trust me—I was a research librarian before I went into PR and marketing many years ago. Here are [...]

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