Disqus - Latest Comments for chrisgoward

Re: Small landlords bear brunt of chaotic rental scene

chrisgoward — Wed, 29 Apr 2020 20:46:34 -0000

It's sad that only the threat of evictions seem to cause some people to pay their rent. It'll come back to bite their reputation later, though.

Re: How to create emotionally relevant marketing experiences for your shoppers

chrisgoward — Mon, 30 Oct 2017 11:17:11 -0000

Glad you enjoyed it, Jean-Noel!

Re: How do ad agencies win a Cannes Lion award?

chrisgoward — Tue, 11 Jul 2017 11:12:30 -0000

The question is how "good" is established. What is the criteria? Who determines what's "good"?

In most cases, the ad industry awards do not reward results. They reward cleverness.

Agencies know how to play the game to win awards. They run campaigns that are designed only for the awards shows, often not for real clients. The awarded campaigns do not reflect their typical work. It's a sham and does not help clients make better agency hiring decisions.

Re: You should test it

chrisgoward — Wed, 22 Mar 2017 11:26:46 -0000

Hi Ljubomir! Sorry about that - shoot an email to natasha@widerfunnel.com, instead, and she'll help you find what you're looking for!

Re: How to build a high-performance marketing team

chrisgoward — Tue, 21 Feb 2017 17:49:18 -0000

Good one, Andrew. High Output Management is a classic. Thanks for adding that!

Re: Build the most effective personalization strategy: A 4-step roadmap

chrisgoward — Wed, 04 Jan 2017 15:59:59 -0000

It's not necessarily the best case, but it is the most highly segmented case. For many businesses, personalized experiences do create the best experiences and results.

Re: 8 steps to amazing website segmentation success

chrisgoward — Thu, 16 Jun 2016 14:55:14 -0000

Thanks for the feedback, Evan! Look forward to connecting.

Re: You should test it

chrisgoward — Tue, 19 Apr 2016 13:58:07 -0000

I'm glad you're enjoying the book, Eugene! I'm sorry you're having trouble locating some of the extra resources - send an email to marketing@widerfunnel.com with the particular resources you're looking for and we'll get back to you with links and locations!

Re: How to prioritize conversion rate optimization tests using PIE

chrisgoward — Mon, 28 Mar 2016 18:17:26 -0000

All three of the PIE factors also include sub-factors, Jordi. This post presents a simplified view of it, but we'll usually include more data sources depending on what's available.

Yes, if we can include the cost of the traffic source, even if it was an original source on a previous page or visit, that can be included in the calculation. It's always customized to the business situation.

Re: What is the purpose of branding?

chrisgoward — Mon, 15 Feb 2016 14:24:27 -0000

Thanks, David. That seems like a similar thought, but it doesn't mention the positioning feeling, which seems to be important. Where did you hear this definition from?

Re: You Should Test That

chrisgoward — Tue, 09 Feb 2016 12:21:38 -0000

Glad you're enjoying the book, Jeff! Check out this glossary post for more information on calculating LTV (written by the WiderFunnel strategy team): https://www.optimizely.com/...

Re: The top 8 marketing trends for 2016

chrisgoward — Tue, 26 Jan 2016 22:37:44 -0000

Yes, I believe that's true, Shane. Smaller companies are mostly still in the traffic generation phase.

Re: The top 8 marketing trends for 2016

chrisgoward — Tue, 26 Jan 2016 20:10:09 -0000

We're seeing the trend anecdotally based on the inquiries that come into WiderFunnel.

Also, the most recent Econsultancy report on conversion rate optimization says: "Almost half (46%) of client-side respondents say their companies now have more than one person directly responsible for improving conversion rates, the highest proportion since the launch of our inaugural CRO survey in 2009."

Re: What is the purpose of branding?

chrisgoward — Tue, 26 Jan 2016 14:47:52 -0000

What's the difference between a brand and marketing agency? Good question! They make take different approaches, and have a different focus. A brand agency is likely to be more interested in creating a brand definition and won't be involved in communicating to customers. A marketing agency may not have a lot of expertise in defining the brand.

In both cases, they should be testing their hypotheses. Theoretically, all agencies should become optimization agencies as they test their ideas. In practice, however, the mindset difference is just too great for most of them. It would be a rare traditional agency that has the motivation and expertise to make the shift to the "You Should Test That!" mindset.

Re: Adopt framework thinking to be a marketing optimization leader

chrisgoward — Tue, 15 Dec 2015 12:13:20 -0000

And here it is: http://www.widerfunnel.com/...

Re: The best optimization process just got better

chrisgoward — Fri, 11 Dec 2015 13:37:29 -0000

Ha!

Re: The best optimization process just got better

chrisgoward — Wed, 09 Dec 2015 16:49:56 -0000

That would be cool!

Re: Adopt framework thinking to be a marketing optimization leader

chrisgoward — Tue, 08 Dec 2015 23:34:59 -0000

Thanks, Fabiola! More detail on the Infinity Optimization Process is coming tomorrow!

Re: Do McAfee or HackerSafe Security Badges Increase E-commerce Conversion Rate?

chrisgoward — Mon, 19 Oct 2015 18:03:34 -0000

Yes, the insight from this particular test is that placing too much prominence on the security badge too close to the checkout button may have been the cause of the sales decrease.

Re: Optimizely Raises $58 Million to Optimize the World

chrisgoward — Wed, 14 Oct 2015 13:08:33 -0000

Congratulations, Dan and Pete!

Re: Call to Action Lessons We Can Learn from WW2 Posters

chrisgoward — Tue, 13 Oct 2015 11:53:10 -0000

There's a reason Urgency (your point #2) is one of the factors in the LIFT Model. Your points 1, 4, 5, and 6 are all about Clarity and #3 is an enhancement to your Value Proposition. All good ideas, Jacob. You should test that!

Re: Optimizely Named Industry Leader in Online Testing

chrisgoward — Mon, 28 Sep 2015 17:19:50 -0000

Congratulations, Optimizely! Well deserved.

Re: Optie Award Finalists 2015 | The Optimizely Blog

chrisgoward — Thu, 04 Jun 2015 15:00:37 -0000

Proud of the WiderFunnel team with two finalist nominations!

Re: You Should Test That

chrisgoward — Thu, 21 May 2015 20:19:41 -0000

Thanks, Davin!

There are a variety of tools a conversion champion will want to access. For A/B testing, the leaders currently are Optimizely, Adobe Test & Target, and Visual Website Optimizer.

For click heatmaps and user recordings: CrazyEgg, ClickTale, and Screencam.

Re: You Should Test That

chrisgoward — Wed, 25 Feb 2015 18:24:33 -0000

By "minimum significance and performance thresholds" I mean that you shouldn't prune variations until they've had a chance to perform. For example, you may decide that winning variations will only be declared once they achieve 95% statistical significance, but "losing" variations might be pruned if they're under-performing at 80% significance. Each conversion strategist or business may have slightly different risk and loss tolerances for under-performers.

Those graphs are both from real live tests.