Learn from the 18+ mistakes that I’ve made while running experimentation programs & how to overcome them. I presented this deck at Growth Marketing Conference and LAUNCH Scale, both in San Francisco.
Our testing culture & our testing program: How we created a culture of testing? How were / are we able to scale so fast? How it influences our (company / teams) culture? Summary: How can YOU scale your testing program?
An event dedicated to web analytics, conversion rate optimisation and business intelligence. Presented on how to scale your testing program to have a maximum impact on the things that you're doing.
The code that we use for A/B testing in Google Tag Manager can be found here: http://github.com/martijnsch/cro
ConversionSummit 2015 - Testing culture: making testing look easy!?Martijn Scheijbeler
How we set up the culture around this, how we are able to scale this fast and how will of this help you in improving your testing program and it’s culture.
Turbocharging your Google Analytics dataNeil Barnes
Measurefest presentation 25th November by Neil Barnes at Friday Media Group. Turbo Charging Google Analytics data by using Google Analytics Add-On for Google Sheets
[Elite Camp 2016] Chris Mercer - How Top Marketers Are Using Google Tag Mana...CXL
In this session you will learn:
- What a "Tag Manager" is and why you should be using it
- How you can use GTM to unlock more detailed reporting in platforms Google Analytics so you can make more useful marketing decisions.
- Time saving steps you can take to improve your tracking (without having to involve your developer)
[CXL Live 16] Beyond Test-by-Test Results: CRO Metrics for Performance & Insi...CXL
Individual tests drive insights & ROI, but the most sophisticated optimizers look beyond what an individual test is telling them and use data to optimize their overall testing performance.
In this talk, Claire will dive into the specifics of how to track, improve, and drive insight from performance metrics for your conversion program, so you can not only run better tests, but get more out of your investment in CRO.
Our testing culture & our testing program: How we created a culture of testing? How were / are we able to scale so fast? How it influences our (company / teams) culture? Summary: How can YOU scale your testing program?
An event dedicated to web analytics, conversion rate optimisation and business intelligence. Presented on how to scale your testing program to have a maximum impact on the things that you're doing.
The code that we use for A/B testing in Google Tag Manager can be found here: http://github.com/martijnsch/cro
ConversionSummit 2015 - Testing culture: making testing look easy!?Martijn Scheijbeler
How we set up the culture around this, how we are able to scale this fast and how will of this help you in improving your testing program and it’s culture.
Turbocharging your Google Analytics dataNeil Barnes
Measurefest presentation 25th November by Neil Barnes at Friday Media Group. Turbo Charging Google Analytics data by using Google Analytics Add-On for Google Sheets
[Elite Camp 2016] Chris Mercer - How Top Marketers Are Using Google Tag Mana...CXL
In this session you will learn:
- What a "Tag Manager" is and why you should be using it
- How you can use GTM to unlock more detailed reporting in platforms Google Analytics so you can make more useful marketing decisions.
- Time saving steps you can take to improve your tracking (without having to involve your developer)
[CXL Live 16] Beyond Test-by-Test Results: CRO Metrics for Performance & Insi...CXL
Individual tests drive insights & ROI, but the most sophisticated optimizers look beyond what an individual test is telling them and use data to optimize their overall testing performance.
In this talk, Claire will dive into the specifics of how to track, improve, and drive insight from performance metrics for your conversion program, so you can not only run better tests, but get more out of your investment in CRO.
[CXL Live 16] When, Why and How to Do Innovative Testing by Marie PolliCXL
Innovative testing is risky. If not addressed carefully it can destroy your optimization strategy by creating loopholes that make it impossible to know what exactly in the change caused the uplift or drop in your conversion rate. At the same time disruptive methods are needed to break out of the ordinary and to take your business to the next level.
The session is a break down and an overview of the worst and the best of innovative testing so that when you take a jump into the unknown you know what to expect.
[CXL Live 16] SaaS Optimization - Effective Metrics, Process and Hacks by Ste...CXL
Stephen will be talking on SaaS optimization strategy, including:
- The data, insight and metrics you need to track to identify opportunity
- Flow optimization: from landing page to trial, usage, purchase and retention
- Problems and opportunities: e.g. how do you test a landing page when the sale happens 14 or 30 days later? How do you manage testing across multiple KPIs simultaneously? How do you understand and segment your key product offering?
[Elite Camp 2016] Paul Rouke - Tackling the Global Pandemic That is Bullshit ...CXL
The conversion optimisation industry is in a mess. Poor practice and the spread of misinformation is rife. The agencies and practitioners who truly understand what intelligent conversion optimisation is and what it looks like are currently part of what can only be described as “the secret society”.
Nearly every business claims they are "customer centric", yet reality proves they’re far from it and more often than not, they’re clueless as to what it means.
Millions is spent every month on enterprise testing tools which promise the world, only to be used by untrained teams and produce inconclusive results. To add to the problem, there are new shiny toys in the guise of big data & personalisation stealing all the headlines and clamouring for marketing budget to be thrown their way.
In his opening keynote talk, Paul will be discussing the struggles that the conversion optimisation industry has faced (and will continue to) and how collectively, the people within the industry can prove that conversion optimisation is the best force for growth available to businesses all around the world.
3 Reasons to Use Data for Successful CROJason Wright
In this presentation from the Engage Conference 2021, learn how to use CRO to drive business results. Increasing sales doesn't always mean you need a brand new site design. The smallest changes can sometimes have the biggest impact.
Where do You Start?
Where to begin? How do I track the data? How do I setup an A/B test? When do I know if the test is conclusive?
1.The CRO Mindset 1
Not hitting goals?
Do more with less.
Failing is Part of the Game
Follow the Data
2.Start with a Plan 2
Don’t just test to test
Create a backlog
3.Collecting Data 3
Lots of Options
The standard
My preference
They are directly integrated into most AB testing tools
First we need to build our funnel
KISSmetrics makes this dead simple
Experiments show in funnel reports automagically
LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
4.Collecting Insights 4
Qualitative is important
On-page survey tools
Ask questions at funnel drop off points How can we help? Are you looking for something we don't have? Do you need assistance? How can we improve? What is preventing you from purchasing?
UX and Usability testing
Heatmapping
Look at your analytics :)
Use these insights to improve backlog
5.Start Testing 5
What is an A/B Test?
A/B Testing Tools
Add Javascript to site
[CXL Live 16] Growth Hacking BS: Fixing Marketing One Truth at a Time by Morg...CXL
Growth hacking has exploded in popularity, with companies scrambling to find magical 'hackers' who create massive user bases and revenue out of thin air. Unfortunately, a closer look shows us that much of the hype is just that. To find growth, companies must stop searching for unicorns and do something much less sexy: get back to work.
In this talk I'll cover:
- how companies actually grow online based on studying dozens of fast-growing startups
- why growth is based on companies finding winning tests faster
- how we did that at growth hackers
- how other companies do it (HubSpot, Twitter, more)
- how to start hacking and start growing
- things to avoid, etc.
[Elite Camp 2016] Amy Harrison - The Science of Screenwriting for Online Mark...CXL
Stating your offer is just not enough. Your copy has to command your prospects’ attention and drive them seamlessly to your call-to-action. You need to drill down into human desire and motivation if you want someone to look at your service and say ‘tell me more!’
Great screenwriting does just that - it encourages readers to turn the page and viewers to stay in their seats. Trained scriptwriter and copywriter Amy Harrison shows you how businesses are already using secrets of the screen to create high-converting landing pages, web content and more. You’ll also take away scriptwriting techniques you can implement in your own copy straight after the session.
Growth Hacking, Growth Marketing, Technical Marketing... whatever you want to call it. I presented this deck at 2016's Digital Elite Camp in Tallinn, Estonia. In my talk, I covered the definition of growth hacking, or technical marketing (if you're sick of hearing that word), went through all the attributes that technical marketing is compiled of and shared some low hanging fruit so that your company or startup reaches growth as quickly as possible.
Marketers should be held to the same level of quality as developers. That's why we must teach more technical growth skills.
Check out growthtribe.io for crash courses, no-bullshit workshops and a free email course.
Methods of Testing Internal Linking with Chris greenChris Green
Sometimes the changes we make - in good faith - can do more harm than good, within internal linking changes this can often be the case.
In this talk Chris will share an approach to testing changes before deployment, sharing lessons from some initial experiments he's conducted as well as a plea to a more open and explorative industry.
What if you’re not the CTO and you want to improve your quality, performance and stability?
How do you work with low buy-in, legacy, siloed organizations to break down barriers, blur borders and eliminate constraints?
We cover:
– tribes and guilds vs silos and departments
– easy wins
– low investment tools
– talking the talk and walking the walk
– trust and building confidence
A/B Testing and the Infinite Monkey TheoryUseItBetter
Surveys show that on average only 1 out of 7 A/B tests run by e-commerces end up to be successful. Lukasz Twardowski, the CEO of UseItBetter, tries to explain how some of the most successful online businesses master this process turning it into iterative, evidence-led experimentation at scale programme.
SEJ Summit 2015: The Content Evolution by Marcus Tober #SEJSummitSearch Engine Journal
Event: SEJ Summit Chicago 2015
Presenter: Marcus Tober of Searchmetrics
Description: The content landscape is shifting dramatically, especially with the upcoming Google update which includes mobile-friendliness as a ranking factor. Marcus shows us examples and data from a comprehensive content factor analysis that shows how important the searcher's context and intention have become.
How Changing Your Mind can increase Successs #BrightonSEO 2016 Lisa Myers
It isn't who you are that holds you back, but who you think you are! I believe my personal success and my agencies success with campaigns is heavily linked to mindset. Hiring based on passion and grit rather than experience - finding those people that dare do what others says isn't possible!
SEJ Summit 2015: From Associates to the C-Suite: How Social Should Integrate ...Search Engine Journal
Event: SEJ Summit Chicago 2015
Presenter: Andrew Caravella of Sprout Social
Description: Traditionally centered in marketing and communications, social actually affords entire companies an opportunity to create an authentic dialogue with customers and communities.Andrew will talk about the importance of fostering a true social business and share functional strategies for a more integrated approach to social communication.
Technical Marketing: The New Normal by Michael King - #SEJSummit AtlantaSearch Engine Journal
Companies like Facebook only hire technical marketers. This is fast becoming the new normal. In his session, Mike will walk us through how to foster a tech-savvy, cross-disciplinary marketing team with the right set of tools and methodologies to produce effective results for your brand.
Ecommerce Conversion World, London March 23 2017 - Ton Wesseling keynoteOnline Dialogue
Keynote by Ton Wesseling of Online Dialogue at the Ecommerce Conversion World event in London on March 23, 2017 about "Online Experiments" and explaining the ROAR model.
Peep Laja, CEO, ConversionXL - How to Turn Data into Insights & CustomersTraction Conf
Everyone's talking about being data-driven conversion optimization, but what does it actually mean? How do you actually do it? ConversionXL Founder Peep Laja delivers the ultimate framework and how-to guide. Visit: http://tractionconf.io
Let's make testing your new text and design ideas for your landing page as straightforward as possible. Our landing page and tracking template add the last piece to the growth marketing puzzle: A/B Testing with Google Optimize. Follow our step-by-step guide and upgrade your setup. You can show 50% of your visitors your new and hopefully better version of your landing page from here on out. Build-in reports will show you which version has a statistically significant higher conversion rate. Back up your intuition and creativity with data and build up your confidence to make the right choices. You'll be rewarded with lower cost-per-acquisitions and higher customer-lifetime-values, aka happier customers.
Gerlof Hoekstra - OMG What Have We Done - EuroSTAR 2013TEST Huddle
EuroSTAR Software Testing Conference 2013 presentation on "OMG What Have We Done" by Gerlof Hoekstra.
See more at: http://conference.eurostarsoftwaretesting.com/past-presentations/
[CXL Live 16] When, Why and How to Do Innovative Testing by Marie PolliCXL
Innovative testing is risky. If not addressed carefully it can destroy your optimization strategy by creating loopholes that make it impossible to know what exactly in the change caused the uplift or drop in your conversion rate. At the same time disruptive methods are needed to break out of the ordinary and to take your business to the next level.
The session is a break down and an overview of the worst and the best of innovative testing so that when you take a jump into the unknown you know what to expect.
[CXL Live 16] SaaS Optimization - Effective Metrics, Process and Hacks by Ste...CXL
Stephen will be talking on SaaS optimization strategy, including:
- The data, insight and metrics you need to track to identify opportunity
- Flow optimization: from landing page to trial, usage, purchase and retention
- Problems and opportunities: e.g. how do you test a landing page when the sale happens 14 or 30 days later? How do you manage testing across multiple KPIs simultaneously? How do you understand and segment your key product offering?
[Elite Camp 2016] Paul Rouke - Tackling the Global Pandemic That is Bullshit ...CXL
The conversion optimisation industry is in a mess. Poor practice and the spread of misinformation is rife. The agencies and practitioners who truly understand what intelligent conversion optimisation is and what it looks like are currently part of what can only be described as “the secret society”.
Nearly every business claims they are "customer centric", yet reality proves they’re far from it and more often than not, they’re clueless as to what it means.
Millions is spent every month on enterprise testing tools which promise the world, only to be used by untrained teams and produce inconclusive results. To add to the problem, there are new shiny toys in the guise of big data & personalisation stealing all the headlines and clamouring for marketing budget to be thrown their way.
In his opening keynote talk, Paul will be discussing the struggles that the conversion optimisation industry has faced (and will continue to) and how collectively, the people within the industry can prove that conversion optimisation is the best force for growth available to businesses all around the world.
3 Reasons to Use Data for Successful CROJason Wright
In this presentation from the Engage Conference 2021, learn how to use CRO to drive business results. Increasing sales doesn't always mean you need a brand new site design. The smallest changes can sometimes have the biggest impact.
Where do You Start?
Where to begin? How do I track the data? How do I setup an A/B test? When do I know if the test is conclusive?
1.The CRO Mindset 1
Not hitting goals?
Do more with less.
Failing is Part of the Game
Follow the Data
2.Start with a Plan 2
Don’t just test to test
Create a backlog
3.Collecting Data 3
Lots of Options
The standard
My preference
They are directly integrated into most AB testing tools
First we need to build our funnel
KISSmetrics makes this dead simple
Experiments show in funnel reports automagically
LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
4.Collecting Insights 4
Qualitative is important
On-page survey tools
Ask questions at funnel drop off points How can we help? Are you looking for something we don't have? Do you need assistance? How can we improve? What is preventing you from purchasing?
UX and Usability testing
Heatmapping
Look at your analytics :)
Use these insights to improve backlog
5.Start Testing 5
What is an A/B Test?
A/B Testing Tools
Add Javascript to site
[CXL Live 16] Growth Hacking BS: Fixing Marketing One Truth at a Time by Morg...CXL
Growth hacking has exploded in popularity, with companies scrambling to find magical 'hackers' who create massive user bases and revenue out of thin air. Unfortunately, a closer look shows us that much of the hype is just that. To find growth, companies must stop searching for unicorns and do something much less sexy: get back to work.
In this talk I'll cover:
- how companies actually grow online based on studying dozens of fast-growing startups
- why growth is based on companies finding winning tests faster
- how we did that at growth hackers
- how other companies do it (HubSpot, Twitter, more)
- how to start hacking and start growing
- things to avoid, etc.
[Elite Camp 2016] Amy Harrison - The Science of Screenwriting for Online Mark...CXL
Stating your offer is just not enough. Your copy has to command your prospects’ attention and drive them seamlessly to your call-to-action. You need to drill down into human desire and motivation if you want someone to look at your service and say ‘tell me more!’
Great screenwriting does just that - it encourages readers to turn the page and viewers to stay in their seats. Trained scriptwriter and copywriter Amy Harrison shows you how businesses are already using secrets of the screen to create high-converting landing pages, web content and more. You’ll also take away scriptwriting techniques you can implement in your own copy straight after the session.
Growth Hacking, Growth Marketing, Technical Marketing... whatever you want to call it. I presented this deck at 2016's Digital Elite Camp in Tallinn, Estonia. In my talk, I covered the definition of growth hacking, or technical marketing (if you're sick of hearing that word), went through all the attributes that technical marketing is compiled of and shared some low hanging fruit so that your company or startup reaches growth as quickly as possible.
Marketers should be held to the same level of quality as developers. That's why we must teach more technical growth skills.
Check out growthtribe.io for crash courses, no-bullshit workshops and a free email course.
Methods of Testing Internal Linking with Chris greenChris Green
Sometimes the changes we make - in good faith - can do more harm than good, within internal linking changes this can often be the case.
In this talk Chris will share an approach to testing changes before deployment, sharing lessons from some initial experiments he's conducted as well as a plea to a more open and explorative industry.
What if you’re not the CTO and you want to improve your quality, performance and stability?
How do you work with low buy-in, legacy, siloed organizations to break down barriers, blur borders and eliminate constraints?
We cover:
– tribes and guilds vs silos and departments
– easy wins
– low investment tools
– talking the talk and walking the walk
– trust and building confidence
A/B Testing and the Infinite Monkey TheoryUseItBetter
Surveys show that on average only 1 out of 7 A/B tests run by e-commerces end up to be successful. Lukasz Twardowski, the CEO of UseItBetter, tries to explain how some of the most successful online businesses master this process turning it into iterative, evidence-led experimentation at scale programme.
SEJ Summit 2015: The Content Evolution by Marcus Tober #SEJSummitSearch Engine Journal
Event: SEJ Summit Chicago 2015
Presenter: Marcus Tober of Searchmetrics
Description: The content landscape is shifting dramatically, especially with the upcoming Google update which includes mobile-friendliness as a ranking factor. Marcus shows us examples and data from a comprehensive content factor analysis that shows how important the searcher's context and intention have become.
How Changing Your Mind can increase Successs #BrightonSEO 2016 Lisa Myers
It isn't who you are that holds you back, but who you think you are! I believe my personal success and my agencies success with campaigns is heavily linked to mindset. Hiring based on passion and grit rather than experience - finding those people that dare do what others says isn't possible!
SEJ Summit 2015: From Associates to the C-Suite: How Social Should Integrate ...Search Engine Journal
Event: SEJ Summit Chicago 2015
Presenter: Andrew Caravella of Sprout Social
Description: Traditionally centered in marketing and communications, social actually affords entire companies an opportunity to create an authentic dialogue with customers and communities.Andrew will talk about the importance of fostering a true social business and share functional strategies for a more integrated approach to social communication.
Technical Marketing: The New Normal by Michael King - #SEJSummit AtlantaSearch Engine Journal
Companies like Facebook only hire technical marketers. This is fast becoming the new normal. In his session, Mike will walk us through how to foster a tech-savvy, cross-disciplinary marketing team with the right set of tools and methodologies to produce effective results for your brand.
Ecommerce Conversion World, London March 23 2017 - Ton Wesseling keynoteOnline Dialogue
Keynote by Ton Wesseling of Online Dialogue at the Ecommerce Conversion World event in London on March 23, 2017 about "Online Experiments" and explaining the ROAR model.
Peep Laja, CEO, ConversionXL - How to Turn Data into Insights & CustomersTraction Conf
Everyone's talking about being data-driven conversion optimization, but what does it actually mean? How do you actually do it? ConversionXL Founder Peep Laja delivers the ultimate framework and how-to guide. Visit: http://tractionconf.io
Let's make testing your new text and design ideas for your landing page as straightforward as possible. Our landing page and tracking template add the last piece to the growth marketing puzzle: A/B Testing with Google Optimize. Follow our step-by-step guide and upgrade your setup. You can show 50% of your visitors your new and hopefully better version of your landing page from here on out. Build-in reports will show you which version has a statistically significant higher conversion rate. Back up your intuition and creativity with data and build up your confidence to make the right choices. You'll be rewarded with lower cost-per-acquisitions and higher customer-lifetime-values, aka happier customers.
Gerlof Hoekstra - OMG What Have We Done - EuroSTAR 2013TEST Huddle
EuroSTAR Software Testing Conference 2013 presentation on "OMG What Have We Done" by Gerlof Hoekstra.
See more at: http://conference.eurostarsoftwaretesting.com/past-presentations/
Cro webinar what you're doing wrong in your cro program (sharable version)VWO
In this session, Shiva shares insights from his experience of running conversion rate optimization programs for the past several years. He talks about collaboration, how you can navigate the politics of experimentation, testing to learn and not win, and much more.
How to Increase Your Testing Success by Combining Qualitative and Quantitativ...Optimizely
Hiten Shah, President and Co-Founder, KISSmetrics and Crazy Egg
The majority of A/B tests that you run end up failing. Wouldn't it be great if you could increase your chance of success?
In this session Hiten Shah, President and Co-Founder of KISSmetrics and Crazy Egg provides a framework and examples of how to increase your success rate by using both qualitative and quantitative tactics. Learn how to design great experiments by understanding more about your visitors, users and customers.
No e-commerce site is perfect, and there will always be pressure to improve conversions and AOV. A/B and multivariate testing can be an incredibly effective tool when used strategically. Where do you start? What tools do you need? How can you get buy-in from all brand stakeholders? We'll give you the rundown.
REV UP 360: Rev up your ROI with Conversion Testing - Andy BattenAMA Colorado
Andy is the Director, Digital Analytics & Optimization at Red Door. He has nearly nine years of experience in the field of web analytics, having used a variety of tools including WebTrends, Google Analytics, Adobe SiteCatalyst, and for those that remember…Sawmill log file analytics. Andy’s work in digital analytics has allowed him to work across a variety of industries for numerous clients including The Denver Post, LA Daily News, CenturyLink, Seagate, Bosch/Thermador and Rubio’s Fresh Mexican Grill. Andy now manages the team of digital analysts at Red Door, developing insights and recommendations from clickstream, search, social, and qualitative data.
Connect with him at @apbatten, abatten@reddoor.biz, www.reddoor.biz
iSG Webinar – AB Testing: The most important thing you’re NOT doingBridgeline Digital
AB Testing requires a considerable amount of time, work, and planning. But as with most ventures that involve those components, the valuable results and insight gained from AB Testing more than payoff the initial investment.
Watch a recording of a webinar with JR Hopwood from our iAPPS Success Group (iSG) to learn about the process of AB Testing game and how to convince others in your organization to AB Test as well.
How to fortify UA strategy with creatives testingSplitMetrics
SplitMetrics & AppAgent share advice on how to enhance user acquisition strategy with creatives testing: best practices, advice on hypotheses and winning even without a winner + thoughts on iOS14 & IDFA.
We discuss all these questions:
- Importance of creative testing in UA & some real success stories with KPIs boost
- How to test: golden rules of creative testing today
- Connecting the dots throughout the acquisition journey
- How to build hypotheses that provide valuable insights
- Where to test: most optimal platforms and formats
- How not to test: mistakes to avoid
- How to win without a winner: value of A/B tests without a winning variant
- What changes to expect with iOS 14 & IDFA deprecation
- Collaboration between the UA and creative teams
12 Steps to Effective Growth Hacking (www.wepullthetrigger.com)Trigger
Do you consider growth hacking to be a fluffy concept and practice? Are you unsure how to crack the code on how to get started? Good news ahead. We have broken down the process in 12 effective steps that will help you kick off your growth (hacking) efforts. Let's get started!
- Why is it crucial to learn about your customers quickly?
- How to organize the testing process?
- How to build a team in your organization for this purpose?
- How to implement it in your business?
We explain all that basing on the Pirate Metrics and the Lean Startup methodology.
Always Be Testing - Learn from Every A/B Test (Hiten Shah)Future Insights
Session slides from Future Insights Live, Vegas 2015:
https://futureinsightslive.com/las-vegas-2015/
Hiten Shah, co-founder of KISSmetrics and Crazy Egg, talks you through his 4-step data-driven process for successful A/B testing.
Driving Product Success through ExperimentationNUS-ISS
In a world of ever-changing customer needs and behaviors, product experimentation has become an indispensable way for organisations to validate new ideas, de-risk delivery and drive impactful outcomes.
This opens up a whole new set of challenges and opportunities:
How do we use experiments to drive product success and business outcomes?
How do we apply experimentation methods and make it into a continuous process for our organisations?
How can we leverage the experimental mindset to take the guesswork out of product innovation?
Still A/B testing your buttons? You need to think (much) bigger...Guido X Jansen
CRO/CXO, Experiments and A/B testing have gained a lot of traction in the last years, hopefully also within your company;
When optimizing, a lot of commerce teams seem stuck experimenting with minor frontend changes like tekst, images or layout.
While still valuable to do this, you could benefit much more from the experimentation mindset when applying this to not just your frontend, but to across all aspects of your business
Guido shows you how using Packaged Business Capabilities can give your commerce team the freedom to do just that.
Master the essentials of conversion optimizationArnas Rackauskas
Conversion optimization is a process. Amateurs follow best practices and don’t know where to begin. Experts follow frameworks and processes.
This expert guide will teach you the process of optimization.
Presentatie over Not Provided voor Search Marketing Thursday 2013.
Slide 1: Presentatie over Not Provided (keywords) voor Search Marketing Thursday - 7 November 2013.
Slide 2: Oktober 2011 kondigde Google aan zijn zoekmachine meer ‘secure’ te maken. Head of Webspam bij Google: Matt Cutts gaf destijds aan dat hij er vanuit ging dat ook bij een uitrol naar alle gebruikers van de zoekmachine het percentage van ‘not provided’ zoekwoorden een ‘single digit’ zou zijn. Wat blijkt achteraf dat hij er naast zou zitten.
Slide 3: Ruim twee jaar later heeft Google besloten de gebruikers ‘meer privacy’ te geven en voor elke gebruiker dezelfde encryptie te gaan gebruiken wanneer ze zijn ingelogd. Ondertussen was het percentage van ‘not provided’ zoekwoorden al gestegen tot ruim boven de 70% voor de meeste sites.
Slide 4: Het argument van Google om de zoekwoorden niet openbaar te maken zou te maken hebben met de privacy en veiligheid van gebruikers op het web. Bullsh*t of niet?!
Slide 5: De eerste maand was het percentage zoekwoorden wat ‘not provided’ was slechts 0,7% procent van het zoekverkeer van thenextweb.com, ruim 2 jaar later is het opgelopen tot ±80% met waarschijnlijk een stijging naar 100% binnen 2 maanden.
Slide 6: Binnen enkele maanden zal de verwachting zijn is het percentage ‘not provided’ 100%. Er zou 1 manier zijn om tegen te houden dat dit gebeurt. Wanneer gebruikers ?nord=1 toevoegen als parameter aan hun query zou het mogelijk zijn om de data nog steeds te krijgen. Zou het, het waard zijn om alle gebruikers hiervan te overtuigen? Waarschijnlijk niet.
Slide 7: Wat zijn de oplossingen nu keyword data niet meer beschikbaar is?
Slide 8: In Google Webmaster Tools kun je zowel de rankings als de CTR vinden van enkele duizenden zoekwoorden. Heb je de data hiervan opgeslagen door middel van de export buttons? Op die manier kun je nog veel oude data terug krijgen van de afgelopen maanden.
Slide 9: Wie heeft deze data opgeslagen en de beschikking over data van meer dan een jaar geleden?
Wie weet überhaupt niet dat je de data kunt exporteren voor later gebruik?
Slide 10: In Google Analytics kun/kon je door middel van ‘user defined variables’ inzicht krijgen op welke plek in de zoekresultaten je rankte voor die specifieke gebruiker die op die manier je Web site bezocht. Op die manier kun je bij houden in hoeverre de zoekresultaten gepersonaliseerd zijn voor je gebruikers.
Slide 11: Wie maakt er gebruik van deze data? Wie weet dat het kan? Wie gebruikt het ook echt?
Slide 12: Wie trackt zijn rankings voor de belangrijkste zoekwoorden voor zijn klanten/sites? Wat als je deze data combineert met zowel de data die je hebt over je rankings in Google Webmaster Tools als Google Analytics? Dit kan een goed beeld geven in welke niches van je eigen markt je een beter overzicht hebt.
Slide 13: Wie trackt er meer dan 2500 zoekwoorden voor z’n klanten/sites? Wie meer dan 5000?
Meer notes via: @MartijnSch
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Bad Experiments: The #18 Ways You’re A/B Tests are Going Wrong.
1. Learn from the 18+ mistakes that I’ve made while running experimentation programs & how to overcome them.
Bad Experiments: The #18 Ways You’re A/B Tests are Going Wrong.
2. Martijn Scheijbeler
Growth & SEO at Postmates
Former Marketing Director at The Next Web
martijn.scheijbeler@postmates.com
@MartijnSch
9. Page
Or in other words:
Test. Eat. Sleep. Repeat.
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10. Page 10
WHAT CAN YOU TEST?
You want to know what might improve the bottomline.
Ideas
Generate a
backlog of
ideas
You want to generate a lot of ideas to make sure that
there are always new ways to keep on testing with the
current resources that you have. By having a longer
backlog you have the opportunity to test and prioritize at
the same time.
PROCESSES ARE ESSENTIAL
Ideas
Quality
Assurance
Design &
Engineering
Hypothesis
Run &
Analysis
Repeat
A/B Testing
Repeat
this process…
@MARTIJNSCH
#LAUNCHSCALE
11. They just launch, they don’t test.
MISTAKE #1
By not testing what you’re launching you’re setting yourself up
for failure.
MISTAKE #2
“We’re losing money by testing”, it’s the opposite. The
companies that aren’t testing are losing money because they’re
putting losers online without looking at the numbers.
Companies that believe
they’re wasting money.
@MARTIJNSCH
#LAUNCHSCALE
12. Expecting Big Wins
MISTAKE #3
They’re expecting to win the lottery by setting up their testing
program. Truth is, most of the tests that you’ll be running will be
a loser. But these are the biggest wins that you’ll get as they’ll
teach you something.
MISTAKE #4
Looking at your competitors might be useful to come up with
new ideas for your backlog. But 99% of the time your
competitors also won’t have a clue on what they’re doing.
My Competitor is Doing X, so that’s
why we’re testing X.
@MARTIJNSCH
#LAUNCHSCALE
13. Page
Running tests
when you don’t
have traffic.
MISTAKE #5
When you don't have enough traffic
you won’t reach the right
significance (%95+) to make sure
that you can say that you have a
winner/loser or not.
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14. Page
WHAT CAN YOU TEST?
You want to know what might improve the bottomline.
Hypothesis
Do you really
know what you
will be testing?
Write a hypothesis, you want to know why you’re testing
what you’re testing. Otherwise you cannot actively make
sure that you’re test are having the outcome that you’re
expecting. It will also help you in making sure that your
tests will provide an active learning instead of just trying
to hunt down some results.
PROCESSES ARE ESSENTIAL
Ideas
Quality
Assurance
Design &
Engineering
HypothesisRepeat
A/B Testing
Repeat
this process…
Run &
Analysis
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@MARTIJNSCH
#LAUNCHSCALE
15. Page
They don’t create
a hypothesis.
MISTAKE #6
When you start testing you want to
make sure that you know what kind
of impact you’re expecting from an
experiment.
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16. Testing multiple variables at
the same time, making 3
changes basically requires 3
tests.
MISTAKE #7
“Let’s test the button, oh and let’s also change the header + CTA”.
MISTAKE #8
“Let’s run a test because I like the colors green and yellow more
and I heard on BART that they work better”.
Use numbers as the basis of your
research, not your gut feeling.
@MARTIJNSCH
#LAUNCHSCALE
17. Page
WHAT CAN YOU TEST?
You want to know what might improve the bottomline.
Design &
Engineering
Have designers
& engineers work
together to
create
treatments
When you’re designing and engineering your tests,
because in all honesty who’s using the WYSIWYG editors
after a few tests you want to make sure you’re in
constant sync with your designers to make sure that the
tests that you’re running are within the guidelines of your
design (or not) and that the code is written as it’s
supposed to be.
PROCESSES ARE ESSENTIAL
Ideas
Quality
Assurance
Design &
Engineering
HypothesisRepeat
A/B Testing
Repeat
this process…
Run &
Analysis
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@MARTIJNSCH
#LAUNCHSCALE
18. Before and After is not an A/B
test. We launched, let’s see what
the impact is.
MISTAKE #9
A/B Testing doesn’t work when you’re just launching a feature and
trying to compare the results: before/after. It doesn’t take into
account all the different variables that could be impacting your
results.
MISTAKE #10
Many times I’ve seen companies or designers worry too much
about the designs that they’re testing. Make sure that you can
test with multiple variants if that’s possible so it’s not up to the
designer to decide what is working.
They go over 71616 revisions for
the design.
@MARTIJNSCH
#LAUNCHSCALE
19. Page
WHAT CAN YOU TEST?
You want to know what might improve the
bottomline.
Quality
Assurance
Are you sure your
test is working?
You have the test ‘working’ as your designers and
engineers have created the deliverables for the test. But
are you really sure that your test is working in all the
browsers that your visitors are using? Make sure to test
extensively before every test that you’re activating.
PROCESSES ARE ESSENTIAL
Quality
Assurance
Design &
Engineering
HypothesisRepeat
A/B Testing
Repeat
this process…
Ideas
Run &
Analysis
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@MARTIJNSCH
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20. Page
They don’t Q&A
their tests. Even
your mother can
have an opinion
this time.
MISTAKE #11
Make sure that you’re QA’ing your
experiment before you activate it. It
will prevent you from stopping a test
halfway when your results are
skewed.
#lovemoms
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21. Page
WHAT CAN YOU TEST?
You want to know what might improve the
bottomline.
Run &
Analysis
Time to have
users
experience your
treatments
It’s time to start running your test, make sure that you’re
running. Essential is that you’re running your tests for
the right duration. After this comest the best part,
analysis.
PROCESSES ARE ESSENTIAL
Quality
Assurance
Design &
Engineering
Hypothesis
Run &
Analysis
Repeat
A/B Testing
Repeat
this process…
Ideas
21
@MARTIJNSCH
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22. Page
Running your
tests not long
enough, calling
the results early.
MISTAKE #12
You want to make sure that you
reach significance, but at the same
time you also need to make sure
that you’re dealing with your
business cycles.
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23. Page
Running multiple
tests with
overlap.. it’s
possible, but
segment the sh*t
out of your tests.
MISTAKE #13
You have multiple tests running?
Great, but make sure that you also
segment based on that data and
plot what the impact is of the
overlap in between tests.
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25. Data is not sent to your main
analytics tool, or you’re
comparing your a/b testing tool
to analytics, good luck.
MISTAKE #14
MISTAKE #15
Basic fail #1, as long as you don’t have the right significance
you’re basically running your testing program like flipping a
coin: you have a 50/50 chance of finding a winner.
Going with your results without
significance.
@MARTIJNSCH
#LAUNCHSCALE
26. Page
WHAT CAN YOU TEST?
You want to know what might improve the
bottomline.
Repeat
Start all over
again: eat,
test, sleep,
repeat
You’ve been running your first experiments that hopefully
have been successful. Now comes the next step:
repeating the process.
PROCESSES ARE ESSENTIAL
Quality
Assurance
Design &
Engineering
Hypothesis
Run &
Analysis
Repeat
A/B Testing
Repeat
this process…
Ideas
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@MARTIJNSCH
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27. Not deploying your winner fast
enough, takes 2 months to
launch
MISTAKE #16
MISTAKE #17
Keep track of what you’re testing. Once you’re exceeding 50
experiments it’s unlikely that you still know what you’ve tested
before and what the results were.
They’re not keeping track of their
tests. No documentation.
@MARTIJNSCH
#LAUNCHSCALE
Speed is one of the most essential components of a Growth
process. So not launching your winning tests or waiting for it for
a while is not helping you or your company.
29. If you double the number of
experiments you’re going to
double your inventiveness
- Jeff Bezos, Amazon
30. Page
Ideas:
1. They just launch, they don’t test.
2. Companies that believe they’re wasting money.
3. Expecting Big Wins.
4. My Competitor is Doing X, so that’s why we’re testing X.
5. Running tests when you don’t have traffic.
Hypothesis:
1. They don’t create a hypothesis.
2. Testing multiple variables at the same time, making 3 changes basically requires 3 tests.
3. Use numbers as the basis of your research, not your gut feeling.
Design & Engineering:
1. Before and After is not an A/B test. We launched, let’s see what the impact is.
2. They go over 71616 revisions for the design.
30
Summary
@MARTIJNSCH
#LAUNCHSCALE
31. Page
Quality Assurance:
1. They don’t Q&A their tests. Even your mother can have an opinion this time.
Run & Analysis:
1. Running your tests not long enough, calling the results early.
2. Running multiple tests with overlap.. it’s possible, but segment the sh*t out of your tests.
3. Data is not sent to your main analytics tool, or you’re comparing your a/b testing tool to analytics, good
luck.
4. Going with your results without significance
5. You run your tests for too long… more than 4 weeks is not to be advise, cookie deletion. Multiple issues.
Repeat:
1. Not deploying your winner fast enough, takes 2 months to launch
2. They’re not keeping track of their tests. No documentation.
3. They Give Up!
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Summary
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