CRO Strategies Beyond Testing
What is conversion rate optimization? Conversion rate optimization (CRO) is a methodology that increases the chance a user will convert into a lead, resulting in increased profitability of investments across digital touchpoints. When most people think of CRO, A/B testing comes to mind. Although testing is the most widely-used, fundamental activity of every CRO program, […]
A New World for Search
Click the voice search icon and ask your Google Assistant “what is voice search” and you get the following: “According to Wikipedia, Google Voice Search or Search By Voice is a Google product that allows users to use Google Search by speaking on a mobile phone or computer, i.e. have the device search for data […]
KPIs & the Marketing Funnel: A Love Story
Key Performance Indicator. Sounds fancy. It is. Key Performance Indicators are valuable measurement tools for digital marketers (and their clients) to use in determining how paid and organic efforts are performing against quantifiable goals. KPIs in digital marketing vary widely, depending on the client’s goal: advertisers may want to focus on site-based KPIs such as […]
Being Creative Within Constraints
For all creatives, whether it’s art directors or copywriters, the blank page or blank canvas can be the scariest part of a project. The first steps are usually the hardest. False starts are common. Doubt is easy to come by early on. It can be very difficult to create something of value out of nothing. […]
Planning Brand Videos with Social in Mind
Late last year, I attended a Facebook conference about video best practices. And to be honest, it’s been a huge help. The conference really solidified some of the things I’ve been doing recently, like cinemagraphs for Warrior Dash, or cool recipe videos and GIFs. And it dove deep into some of the things I had […]
Simplifying heuristic evaluation and designing to UX principles
The word heuristic simply refers to a methodology that is inexact and based on learning through experience. A heuristic evaluation is a report in which a user experience expert reviews a system or interface against a predefined set of usability principles, also referred to as heuristic principles. Personally, I don’t like the term. I find […]