Chris Goward's Blog, page 13

How do ad agencies win a Cannes Lion award?

Reading Time: 2 minutes

As the Cannes Lions Festival is wrapping up this week, we’re seeing the annual breathless, self-congratulatory statements coming out of agencies with photos of their awards and sun-tanned creative teams sipping champagne.

Thanks for the trip to the south of France, clients! We’d like to thank the little people who made this possible.

They should feel proud. They’ve achieved a huge accomplishment that has been the recognized stamp of credibility for advertising creativit...

Case Study: Ecwid sees 21% lift in paid plan upgrades in one month

This experiment ran for four weeks, at which point the variation was determined to be the winner with 98% confidence....Read blog postabout:Case Study: Ecwid sees 21% lift in paid plan upgrades in one month

The post Case Study: Ecwid sees 21% lift in paid plan upgrades in one month appeared first on WiderFunnel Conversion Optimization.

[Case Study] Ecwid sees 21% lift in paid plan upgrades in one month

Reading Time: 2 minutesWhat would you do with 21% more sales this month?

I bet you’d walk into your next meeting with your boss with an extra spring in your step, right?

Well, when you implement a strategic marketing optimization program, results like this are not only possible, they are probable.

In this new case study, you’ll discover how e-commerce software supplier, Ecwid, ran one experiment for four weeks, and saw a 21% increase in paid upgrades.

Get the full Ecwid case study now!

Dow...

Capturing supermarket magic and providing the ideal customer experience

Reading Time: 6 minutesThe customer-centric focus

Over the past few years, one message has been gaining momentum within the marketing world: customer experience is king.

“Customer experience” (CX) refers to your customer’s perception of her relationship with your brand—both conscious and subconscious—based on every interaction she has with your brand during her customer life cycle.

How do your customers feel about your brand?

Companies are obsessing over CX, and for good reason(s):

It is 6-7...

How pilot testing can dramatically improve your user research

Reading Time: 6 minutes

Today, we are talking about user research, a critical component of any design toolkit. Quality user research allows you to generate deep, meaningful user insights. It’s a key component of WiderFunnel’s Explore phase, where it provides a powerful source of ideas that can be used to generate great experiment hypothesis.

Unfortunately, user research isn’t always as easy as it sounds.

Do any of the following sound familiar:

During your research sessions, your participants...

How to do server-side testing for single page app optimization

Reading Time: 5 minutesGettin’ technical.

We talk a lot about marketing strategy on this blog. But today, we are getting technical.

In this post, I team up with WiderFunnel front-end developer, Thomas Davis, to cover the basics of server-side testing from a web development perspective.

The alternative to server-side testing is client-side testing, which has arguably been the dominant testing method for many marketing teams, due to ease and speed.

But modern web applications are becoming more...

How to get evergreen results from your landing page optimization

Reading Time: 7 minutesLanding page optimization is old news.

Seriously. A quick google will show you that Unbounce, QuickSprout, Moz, Qualaroo, Hubspot, Wordstream, Optimizely, CrazyEgg, VWO (and countless others), have been writing tips and guides on how to optimize your landing pages for years.

Not to mention the several posts we have already published on the WiderFunnel blog since 2008.

And yet. This conversation is so not over.

Warning: If your landing page optimization goals are short-...

Beyond A vs. B: How to get better results with better experiment design

Reading Time: 7 minutesYou’ve been pushing to do more testing at your organization.

You’ve heard that your competitors at ______ are A/B testing, and that their customer experience is (dare I say it?) better than yours.

You believe in marketing backed by science and data, and you have worked to get the executive team at your company on board with a tested strategy.

You’re excited to begin! To learn more about your customers and grow your business.

You run one A/B test. And then another. And...

“The more tests, the better!” and other A/B testing myths, debunked

Reading Time: 8 minutesWill the real A/B testing success metrics please stand up?

It’s 2017, and most marketers understand the importance of A/B testing. The strategy of applying the scientific method to marketing to prove whether an idea will have a positive impact on your bottom-line is no longer novel.

But, while the practice of A/B testing has become more and more common, too many marketers still buy into pervasive A/B testing myths. #AlternativeFacts.

This has been going on for years, bu...

How to build a high-performance marketing team

Reading Time: 9 minutesBuild a marketing team that gets results

Marketers always want to hear about results: 100% conversion rate lift, doubled revenue year over year, 89% increase in qualified leads, etc.

It makes sense: Results are promising, they’re easy to sell, they encourage you to imagine yourself in that person’s shoes, and to imagine those results at your company.

At WiderFunnel, we obsess about results. That’s why our clients continue to be our clients, because we consistently deli...