Infographics, Conversion Heatmaps, and Why Marketing is Broken: For Further Study

INFOGRAPHIC Crafting the Subject Line that Gets Your Email Read – Litmus

Jan 28, 2013 03:37 pm

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  • We’ve seen in email tests that subject lines can have implications far beyond the open rate. We’ve seen two identical emails with identical landing pages have the same open rates and the same click-through rates (CTR), but one generated more sales than the other.What’s the difference? The subject line.In short, subject lines are important.

    And they are difficult to write.

    This infographic does a great job of boiling things down to help remove the indecision when you are writing subject lines.

by: Brian Massey
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Build a Conversion Rate Heatmap by Hour & Day of Week in Google Docs

Jan 26, 2013 04:02 pm

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  • When we dig into a site’s analytics, we try a number of different approaches to the data. Sometimes interesting things pop out, and sometimes the data looks “as expected.”This is an analysis we are going to start adding to our analysis: Heatmap of Conversions by Hour of Day. We will modify it for our ecommerce clients (as we track Revenue per Visit, or RPV).You might try this and see if there is an interesting pattern in your data.

by: Brian Massey

It’s Not My Job: Why Marketing is Broken

Jan 26, 2013 09:58 am

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  • @TheGrok (Bryan Eisenberg) is one of the founders of the performance marketing movement — we’ve called it conversion marketing. He has the cred to ask the hard questions. In this very impactful article, he asks “Really, is this so hard to do?” of the email marketers whom he sees as “broken.”These examples should leave you with a feeling of, “Oh yes. I get it now.”That can be a very valuable feeling.

by: Brian Massey
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Cathy Tilton

  • Agree with the points you made above Brian. Quite insightful.

  • VoiceTranscribing

    Thanks for the article Brian. Yes, more and more of our clients use our transcription service http://voicetranscribing.com to transcribe their podcasts, webinars, interviews and generate content for blog posts.

  • Hi Kristi,

    I can respond with a lengthy comment, arguing the futility and wastefulness in running A/A or A/A/B etc. test, but I’ve already done an article on that back in 2014, so I’ll just share that: http://blog.analytics-toolkit.com/2014/aa-aab-aabb-tests-cro/ If you’d like to check it out and, hopefully, respond to it I think it will be beneficial for the readers of this blog.

    Kind Regards
    Georgi

    • Thanks, Georgiev. When you have a test setup that spans multiple domains, servers and security features, an A/A test is critical. We have been saved by A/A tests. In response to your excellent article I ask, “Which is more wasteful: Running a series of A/A tests or running a series of A/B tests that result in the wrong decisions?” The latter can impact sales for months or years.

      • Sounds like an unusually complicated test setup there, Brian. What kind of problems did those many A/A tests reveal? Randomization issues? User experience uniformity issues? Statistical engine issues? I’m just thinking there has to be a better way to detect & debug most of these, but the statistical engine ones…

        • We never really found the smoking gun, but we suspected cookie persistence issues, iframe security delays, page load times, etc. We redesigned the approach and verified the setup with an A/A test.

  • nrennie

    Thanks for removing my comments @bmassey:disqus.

    Surely constructive criticism is part of making things better, and excluding a market leader from your “Top tools” was exactly this?

    So my valid point was why not include Maxymiser? It’s a huge gap in your post.

    • Cut the sarcasm, @nrennie. It’s never appropriate. You commented on the wrong post here. I assume you meant to post on “The Most Recommended AB Testing Tools by Leading Experts”. I’ll reply to your comment there, but we didn’t list Maxymiser because nobody recommended it. Our team used it for one client and found it lacking on several key features.