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To add to this bit:
"However, what happens if only 5% of your traffic makes up 95% of your revenue? You might over-emphasize certain tests thinking they are converting better. The truth might be the opposite, where that 5% is part of a losing test. The solution then is to consider down-funnel goals, such as revenue, not just conversions. Alternatively, if you knew more about your traffic, you should weight the test accordingly."
Agreed - but there are things we can do to cater for this 5% a lot better then with for example a generic homepage. Evaluating test results should never always be done by looking at overall conversion rates. But Google Analytics allows analysing CR% for more specific segments / dimensions, and different goals. Totally crucial to consider this. Thanks again, shame I only saw your comments now :)
Hi Gregory - you're absolutely right. Using GTM for this purpose is probably not a solution forever; but it's a good way to build an MVP or 'proof of concept' and then iterate from there. After all, this is crucial for any 'growth' experiment - and it helps to justify the budget for some of the powerful tools out there.
Thanks for your comment!
Thank you Lionel. I think when you don't have a budget and have a big idea, guerilla is definitely a way to get the ball rolling.
Spot-on takeaways and awesome insight into guerilla growth tactics within your own organization. Awesome read.
Hi Jessica - love this insight... thanks for sharing!
Starting small and getting early results definitely helps to make the case for cross-functional projects. Looking forward to following your success (and key takeaways!)
The optin is half the battle albeit an important one.
The main problem is getting the subscribers to ***consume*** the content post optin.
Be honest, how many times have you opted in for a free PDF guide, ebook or whitepaper, made a note to yourself that "I'll check that out later" and then completely forgotten about it?
Yeah me too.
That's why webinars generally do so well - partly because the "burden" of when you're going to find the time to watch or read something has been removed from you.
Automated webinars take this a step further by practically forcing you to make time within the next hour to consume the content.
When using "Email Marketing 101", as a headline to attract, most would probably expect a course or a guide to Email Marketing. Plus PDFs are searchable for content while videos are not.
My belief is that the title, the expectation and the ability to drill down or search content in a guide-like content makes the results sound sensible. When reading the article, as soon as I saw the title, I guessed (and was hoping I was right) that PDFs would probably meet the mark.
Interesting findings nonetheless. We opted for a video as a product and concept explainer. But have also produced a guide for those who prefer the traditional way of learning.
It would really depend on what sort of product the company in question is selling the market. Common sense would suggest that dwindling attention spans dictate greater use of videos and webinars, but for a lot of B2B products engaging text-based gated assets like whitepapers show greater traction. The quality of content on offer has a significant bearing on consumption rates and eventual lead generation.
I personally found the results surprising. Especially since video content actually costs the most to produce.
I couldn't agree more. Well said.
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