Blog Archives

Stop Counting Ladybugs: Creativity, Science and the New Marketing

If you follow marketing and startup people on Twitter, you’ve seen it before: the vague tweet about the importance of creativity in our ever-more-quantified, tested and optimized world. It can seem like a simple attempt to humanize the daily grind

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Help Me Interpret This A/B Test

I’m running a split test on a lead capture form using Visual Website Optimizer and seeing something strange. The test has been running since 3/7, and the results are below. The issue is that on 3/7 (day 1), the test

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Conversion Rate Optimization: Marketing’s School of Hard Knocks

Conversion rate optimization (CRO) is a beautiful thing. You’re already spending time and money to drive traffic, so improving your conversion rate means that you’re making your existing efforts more efficient. It creates a multiplier effect, making every visitor more

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In Defense Of “About Us”

Is it ever OK to talk about yourself? When you first start out in direct response marketing, you’re quickly taught to address your audience a certain way. You learn that the best copy speaks directly to them with action-oriented language,

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Knowing Your Audience

Give them incentives, not orders The apartment complex where I live is having some roofing work done. I’m happy to put up with it–I enjoy not getting wet when it rains. But, the management company did a terrible job communicating

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5 Marketing Meta-Trends (and why they matter to everyone)

Do you read Scott Brinker’s Chief Marketing Technologist blog? You should. Brinker writes thoughtfully about the growing convergence of marketing and technology, and what it means for consumers, marketers, and organizations as a whole. It’s inspired me to change the

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