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Instapaper: Friday, Apr. 5

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Two-thirds of marketers (66%) state that email delivers an ?excellent? or ?good? ROI, with 8% of businesses achieving more than half of their sales through this channel. The findings come from the new Econsultancy/Adestra Email Marketing Industry Census 2013,
Instapaper: Friday, Apr. 5 - Instapaper - Your Highlight Location 825-827 | Added on Wednesday, 10 April 13 01:33:30
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Once you have this comparable and objective data along with a high enough statistical significance to be confident in the result (95% recommended), the great thing is that as well as having a good business case for permanently implementing the winning changes or design, it is now so much easier to work out the ROI of your whole testing process.
Instapaper: Friday, Apr. 5 - Instapaper - Your Highlight Location 798-801 | Added on Wednesday, 10 April 13 01:32:11
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The important thing is to include in your ROI calculation all the resources and activities that led to the testing ideas such as the customer research, surveys, usability testing, analytics and your optimisation team of experts.   Not to mention the costs of the development to permanently implement the changes. When you are able to do this systematically, then your conversion rate optimisation process is in a very good place.
Instapaper: Friday, Apr. 5 - Instapaper - Your Highlight Location 801-804 | Added on Wednesday, 10 April 13 01:31:59
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Integrating with your analytics package If your testing tool integrates with your analytics package then this?ll allow you to analyse the effect of a new design variant B, C and D, in more detail than what?s available in your testing tool reporting interface. Here?s a few useful examples: Ecommerce product category to see if version B is actually helping to sell more of a particular product. Visitor segment (e.g. new, returning, device, and many advanced segments). This type of analysis can give great insight for personalisation ideas. Channel (e.g. natural search, paid search, referral traffic).
Instapaper: Friday, Apr. 5 - Instapaper - Your Highlight Location 779-784 | Added on Wednesday, 10 April 13 01:30:43
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consider selecting a testing tool with segmentation, targeting and personalisation functionality. 
Instapaper: Friday, Apr. 5 - Instapaper - Your Highlight Location 778-779 | Added on Wednesday, 10 April 13 01:30:29
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Segmentation, targeting and personalisation functionality Most of the time when optimising your website you?ll probably want to test out your ideas with all your website visitors. However, there will be occasions where your test idea will be aimed at a particular segment of users i.e. a personalisation test. For example: Does making help content more prominent for new visitors increase conversion?  Would a location-specific message help to engage your users better?  Is targeting special offers via a voucher code to only a specific value segment a good business decision?  Would increasing the tappable areas of CTA?s for iPad users prove to be a good idea; and therefore do these tests show that you need to look into building an optimised tablet version?  Personalising the experience for those coming from a particular PPC campaign by continuing the message or theme ? these simple ?landing page? tests can be extremely effective.
Instapaper: Friday, Apr. 5 - Instapaper - Your Highlight Location 770-777 | Added on Wednesday, 10 April 13 01:30:08
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Primary success metrics: Sales/orders. Revenue. Leads/sign-ups. Click-through rates. The whole checkout funnel pages (e.g. basket, login/register, delivery, payment pages). Secondary conversion goals (points of interest): Tabbed navigation clicks. Interacting with the zoom. Clicking on thumbnail images. Writing a reviews and comments. Clicking on top navigation versus footer navigation. Filling out forms. Clicking on size guides.
Instapaper: Friday, Apr. 5 - Instapaper - Your Highlight Location 766-770 | Added on Wednesday, 10 April 13 01:29:45
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Conversion goals Although it?s important to decide on key success metrics for each test, your chosen software should allow you to easily set-up multiple conversion goals from page visits to revenue tracking and even tracking clicks on elements.
Instapaper: Friday, Apr. 5 - Instapaper - Your Highlight Location 763-765 | Added on Wednesday, 10 April 13 01:29:36
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There are so many possible tests that will rely on this functionality, such as global header and footer changes, category page tests (on all category pages), IA/navigation changes and product pages. Also, for many testing ideas it will be essential that what you?re testing (a new button style or change to title for example) is changed in every page whereit exists. If your tool doesn?t allow you to easily test design variations of multiple pages at the same time then you will miss out on so many testing opportunities.
Instapaper: Friday, Apr. 5 - Instapaper - Your Highlight Location 759-763 | Added on Wednesday, 10 April 13 01:29:29
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Useful tip: Many of the best testing tools out there are pretty confident in their GUI and will let you to try it out for yourselves before signing the contract.   Testing more than one page at a time Running tests on multiple pages at a time is essential for optimising most kinds of websites and it should be very easy to do in your chosen testing tool.
Instapaper: Friday, Apr. 5 - Instapaper - Your Highlight Location 756-759 | Added on Wednesday, 10 April 13 01:29:19
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unwieldy clunky tool maybe it?s time to change? Ease of use This is one of most important considerations when choosing a tool. This is important for both setting up the experiments (WYSIWYG interfaces, code view for advanced users, setting up conversion goals, targeting etc.) and also monitoring and measuring results. Even if you don?t intend to manage and implement all the tests yourself in-house, it should still be relatively easy for you to carry out say a simple image replacement or messaging test. Testing alternative creatives for example can be very useful for the marketing team, so why shouldn?t they be able to set up and launch these simple tests themselves? Also just like with analytics tools, you should expect from a decent testing tool a great test reporting page where you can clearly see the conversion goal metrics for each design variation and corresponding uplift and confidence.
Instapaper: Friday, Apr. 5 - Instapaper - Your Highlight Location 749-756 | Added on Wednesday, 10 April 13 01:28:58
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People won?t go through a process like switching bank or energy supplier because they feel like they should, there needs to be some kind of emotional payoff. They need to want to switch. Once, as marketers, we have managed to instil that, all we need to do is to make sure the systems get out people?s way.
Instapaper: Friday, Apr. 5 - Instapaper - Your Highlight Location 710-713 | Added on Wednesday, 10 April 13 01:27:33
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The point of all this is that contrary to popular belief, the financial services market is not one driven solely by price and convenience (I remember someone telling me that when ?comparethemarket.com? started using the meerkats ad campaign they went from fifth to first in the market place without changing the quality of deals it could offer).
Instapaper: Friday, Apr. 5 - Instapaper - Your Highlight Location 708-710 | Added on Wednesday, 10 April 13 01:27:11
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Unilever mixed its marketing experience with expert advice from academics and physiologists to develop ?Five Levers for Change? and inspire sustainable living. They five levers are: Make it understood. Make it easy. Make it desirable. Make it rewarding. Make it a habit.
Instapaper: Friday, Apr. 5 - Instapaper - Your Highlight Location 700-703 | Added on Wednesday, 10 April 13 01:26:37
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Banking innovator Brett King is someone who recognises this problem and regularly speaks on how banks need to become ?frictionless?. He has written entire books on the subject and suggests ?banking has the potential to be rapidly disrupted by players who simply target the friction with greater simplicity and ease of use.? This is true but over-simplistic.
Instapaper: Friday, Apr. 5 - Instapaper - Your Highlight Location 694-697 | Added on Wednesday, 10 April 13 01:26:08
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Every ghost has its own strategy. Red is a New York cabbie, always moving directly toward our yellow hero. Pink is Wayne Gretzky, anticipating where the Pac is going to be. Blue wants to be opposite Red, so together they form a trap. And Orange is a diversion, getting close enough to be scary and then calling off the chase.
Instapaper: Friday, Apr. 5 - Instapaper - Your Highlight Location 588-591 | Added on Wednesday, 10 April 13 01:19:13
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Ernest Cline?s Ready Player One can tell you. What I will tell you is a story ? no, a legend ? of one of the world?s oldest video games.
Instapaper: Friday, Apr. 5 - Instapaper - Your Highlight Location 567-568 | Added on Wednesday, 10 April 13 01:17:09
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A peer-to-peer payments system, allowing anybody on the internet to pay anybody else on the internet without having to sign up with some financial-services behemoth first, could revolutionize global commerce. It would have to be able to work with any currency, including bitcoin; it wouldn?t need its own unit of account. It would have to be flexible, too: some transactions would be cashlike and irreversible, while others would allow some kind of chargeback.
Instapaper: Friday, Apr. 5 - Instapaper - Your Highlight Location 513-516 | Added on Wednesday, 10 April 13 01:14:11
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There?s a lot to be said for a fast, efficient, peer-to-peer payments system which bypasses centers of authority and which has negligible transaction costs. It just doesn?t need to be its own currency.
Instapaper: Friday, Apr. 5 - Instapaper - Your Highlight Location 508-509 | Added on Wednesday, 10 April 13 01:13:38
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Right now, there?s literally no way to build a website selling some kind of service, and have a meaningful fraction of the world?s online population be able to pay you for that service. Bitcoin was designed to solve that problem; to be, in effect, the lingua franca of online commerce.
Instapaper: Friday, Apr. 5 - Instapaper - Your Highlight Location 475-477 | Added on Wednesday, 10 April 13 01:10:40
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