We’re happy to introduce you to our new interview series, called “2Inspire”, where we ask entrepreneurs, managers, creative people we admire, different questions about themselves. How did they get to where they are? What did they do before? What does a day or week in their professional/personal lives look like? Find out insights from some of the world’s most experienced and successful people out there and get inspired by their stories. The very first episode features Brian Massey, founder and the original conversion scientist at Conversion Sciences. We discuss conversion tools, mottos, his team of scientists, the periodic table of elements, cats and dogs, and many more topics! You do not want to miss this video, check it out below.
Today, marketing teams work hard to engage customers, cut costs and reach revenue goals, despite low engagement rates for email campaigns, branded apps getting deleted (if they’re even downloaded), the high cost of PPC and increased difficulty in crafting marketing campaigns. The answer to these struggles doesn’t seem the shiniest or most sophisticated, but it’s the best: SMS marketing. While email open rates rarely exceed around 20 percent, SMS marketing allows brands to talk directly to customers, especially with 82 per cent of mobile users admitting they open every text they receive. Since the first text message was sent more than 25 years ago, text messaging remains the most important and used feature on mobiles. In short, like the medium, marketing text messages are quick and concise and have the potential to connect personally with customers.
You need to run experiments. The one who runs the most experiments wins. BUT – most marketing experiments are done wrong. What’s missing is hypothesis driven testing across all inter-business disciplines. For each experiment create a document that contains the list items below: Hypothesis (What you expect to happen and the change to be made) Dependent variables (What are the test outcomes?) Methodology (What type of statistical test will you use on the data and why?) Sample size (How will you calculate sample size, and what is the expected number?) Analysis Plan (Which segments of data will you be analyzing? Which metrics?) Test Execution Plan (How will this test be run? Where and when?) Dependencies (What sort of resources will be needed for this test? Budget? Staff?)
Optimization is the process of testing and refining websites, mobile applications, landing pages, email campaigns and marketing and growth efforts with the goal of increasing performance around desired outcomes. Optimization includes A/B testing, which is the process of testing one thing against another version of the same thing. A/B testing and optimization is an important part of growth marketing. These articles feature the best strategies on how to optimize your growth efforts and provide new ideas to help inform your A/B testing and optimization plans.
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