Is Your Personalization Lonely? Get a Marketing Team Going with These 4 Tools

Okay, marketers, the cat is out of the bag. We know that personalization is not your ONLY marketing strategy. We know that you have other platforms that you work in and other marketing campaigns that you run on your website. And, we know that you are active on social and are constantly creating new innovative… Read More

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Okay, marketers, the cat is out of the bag. We know that personalization is not your ONLY marketing strategy. We know that you have other platforms that you work in and other marketing campaigns that you run on your website. And, we know that you are active on social and are constantly creating new innovative content. We know that you’ve got your hands full trying to inspire visitation to your destination. 

But that’s what we love about you! We like that you are multifaceted and have a ton of simultaneous initiatives. And, honestly, we want to help out! There’s a million and a half ways that you can partner your personalization with other on-site and off-site elements.  Here are four specific technologies I want highlight as effective tools to partner with personalization. Let’s start with: 

Email Collection:

Despite rumors that email marketing is “dead”, the eNewsletter list is still an important marker of success for most CVBs and Destination Marketers. Collecting a visitor’s email gives you direct access to a visitor’s inbox and allows you to update potential travelers on new things to do and see around town. As long as your emails stay relevant and timely, eNewsletters will continue to be a meaningful way to connect and communicate with locals and visitors alike. 

While we probably don’t need to convince you that email list building is important, we do need to talk about how marketers collect email addresses. Email collection can be tough and the line between assertively requesting emails and aggressively annoying site visitors is thin. Marketers often start with what is thought to be a gentle ask, only to realize later that their requests are off-putting to audiences. 

That’s where personalization offers a solution. Rather than asking the same visitors for email addresses repeatedly, setting up targeted segmentation can be an effective way to cut down on “ask-annoyance.” Plus, you can use personalization to make sure that you don’t serve an eNewsletter form fill to a visitor that has already signed up for your list. Instead of badgering visitors for emails, personalization helps you to ask the right visitors for emails at the time they’re most likely to sign up. 

Crowdriff:

Like I said earlier, we know that we’re not your only marketing platform and we hope you’re using some of the other innovative technologies built for the travel and tourism vertical. One of our favorite technologies in this space is Crowdriff, a visual content marketing platform. Crowdriff allows marketers to easily pull User Generated visuals from social channels, manages this content, and serves diverse galleries on their website. Through this practice of sourcing beautiful imagery by visitors, Crowdriff provides content that resonates with and inspires future travelers. 

Personalizing Crowdriff galleries adds a layer of targeting that ensures site visitors are greeted with imagery that really speaks to their interests. Through Bound’s personalization tool, you can segment visitors by implied behavioral interest, geo-location, or by paid media. This gives marketers the opportunity to serve “outdoor focused” galleries to visitors who have expressed interest in outdoor activities. Similarly, a marketer might want to show imagery with a heavy fall focus to geo-locations that don’t necessarily get the chance to experience fall (*sigh* In Austin, TX we go straight from summer to winter). 

Serving user generated content through Crowdriff provides websites imagery that makes destinations seem accessible and fun. Adding personalization takes it one step further and allows marketers to serve user generated galleries that will speak directly to a visitor’s interests.  

Youtube, Vimeo, Wistia, etc.:

The look and feel of a destination comes across in pictures but videos give visitors a more heightened perspective of a destination’s offerings. Beautiful landscapes can be viewed in full and the action behind exciting events can be witnessed beyond a single photo. Videos truly show a destination’s personality through rolling shots, music, and energy. 

But destination marketers sometimes have trouble getting more eyes on the beautiful videos that they created. And if marketing dollars were spent on producing top-notch videos, it’s important that an audience sees those videos. The good news is that personalization can help here too! 

Dependent on the intentions of video content, Bound’s personalization can do multiple things. For starters, Bound can serve video on your site to make sure more people have access to it. If more views is your main goal, that’s easy for us to enable. But, we can also make sure that the right videos are serving to the right people. If you have a series of visitors highlighting the food scene in your fair city, town, or state, we can make sure that your foodie audience gobbles those right up (pun intended). 

Google Analytics and Adobe Analytics:

Marketers tend to shy away from intensive reporting because it can quickly overwhelm. But ultimately, reporting should be one of the most important things that website marketers do. And as far as reporting platforms go, it’s hard to get better than Google Analytics. With it’s enormous breadth of content, it is definitely a beast of a platform. But who doesn’t love all those colorful little graphs and interactive flow-charts. Tracking site engagement through reporting tools like Google Analytics tells you what is working for your traffic and what is not working. Which is why it’s important to push personalization information into your Google Analytics reporting tool. 

By tracking personalization in GA, you can easily segment your personalized audience and compare performance to visitors who did not see personalization. Or you can get super granular and see specifically how audiences react to certain content pieces. By tracking the performance of your on-site personalization, you can improve upon your website segment by segment, leading to better engagement overall and a site that’s highlighting the most ideal content for a specified audience.

This barely scratches the surface of ways that you can partner your other marketing initiatives with personalization. If you want to learn more, reach out to our sales team or your designated customer success manager!

The post Is Your Personalization Lonely? Get a Marketing Team Going with These 4 Tools appeared first on Bound.

Who’s Hiring in January 2019?

Here are our picks: Website Optimization Specialist – In Atlanta, SunTrust is looking for a specialist to be responsible for “developing and executing business strategies, processes and policies to enhance the sales and service experiences intrinsic to SunTrust’s digital spaces.” A/B Testing & Personalization Analyst – Join Barnes & Noble’s Optimization team in New York […]

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Here are our picks:

Website Optimization Specialist – In Atlanta, SunTrust is looking for a specialist to be responsible for “developing and executing business strategies, processes and policies to enhance the sales and service experiences intrinsic to SunTrust’s digital spaces.”

A/B Testing & Personalization Analyst – Join Barnes & Noble’s Optimization team in New York to “improve bn.com’s content, design, and usability for customers and to create unique experiences based on customers’ preferences and behaviors.”

Director-Digital Product Analytics & Testing –  Join the Enterprise Digital and Analytics team at American Express in New York.  They are looking for a leader to “provide value to the online card shopping experiences within the Global Consumer and Commercial businesses through customer data and measurement, insights through analytics techniques and experimentation.”

Marketing Manager, International Conversion – Ancestry is looking for a candidate to join their Conversion Marketing team in San Francisco.  This person is “responsible for improving and optimizing the user experience at each step in the conversion funnel with the end goal of maximizing revenue from visitors in each of Ancestry’s key global markets.”

Marketing Manager, A/B Testing & Optimization – Join AuthO’s Growth Team in “driving improvement in key engagement metrics and customer experience throughout the customer lifecycle.”

Director of B2B Marketing, Demand Generation – Join Vimeo’s B2B marketing team in New York to “scale qualified lead acquisition, build and continuously optimize digital marketing, account-based marketing (ABM), email automation, social, and event-based marketing channels.”

Sr. Analyst, eCommerce Direct to Consumer Analytics – Newell Brands is looking for a senior analyst in Hoboken, New Jersey, to drive “sustainable growth online through the best-in-class use of data and analytics.”

Digital Marketing Leader – Website Optimization – Join GE Healthcare in Wauwatosa, Wisconsin to “develop a rigorous testing and experimentation framework, and conceive, scope and implement experimentation initiatives to improve the website user experience and drive conversion rate optimization.”

Manager, Marketing Planning, Test & Analysis – Express is looking for an individual to lead the testing and optimization program in Columbus, Ohio, “starting with A/B & multivariate testing taking us into experience optimization and eventually personalization.”

 

Looking for a job or to fill a position?  Give us a shout and we’ll help spread the word in our next careers blog post.

 

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Free Guide: How to Strategize & Execute Profitable Personalization Campaigns

When I speak with our clients, it often strikes me how many of them feel overwhelmed by the very idea of personalization. Our imagination, often fueled by the marketing teams of various software companies, creates a perfect world where personalization enables every interaction to be completely custom for every individual. In this dreamland, artificial intelligence […]

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When I speak with our clients, it often strikes me how many of them feel overwhelmed by the very idea of personalization.

Our imagination, often fueled by the marketing teams of various software companies, creates a perfect world where personalization enables every interaction to be completely custom for every individual. In this dreamland, artificial intelligence and machine learning solve all our problems. All you have to do is buy a new piece of software, turn it on, and…BOOM: 1:1 personalization.

As a data scientist, I’ll let you in on a little secret: that software only provides the technological capability for personalization. Even further, the algorithms found within these tools simply assign a probability to each potential experience that maximizes the desired outcome, given the data they have access to. Suffice to say, they’re not as intelligent as you are led to believe.

If you caught our first post in this series, you already know that we define personalization a bit more broadly, as any differentiated experience that is delivered to a user based on known data about that user. This means personalization exists on a spectrum: it can be one-to-many, one-to-few, or one-to-one.

And while there are many tools that enable you to do personalization from a technical standpoint, they don’t solve for one of the main sources of anxiety around personalization: strategy

Most personalization campaigns fail because of a lack of a strategy that defines who, where and how to personalize. So I’ve put together a free downloadable guide to help you do just that. This seven-page guide is packed full of guidelines, templates and best practices to strategize and launch a successful personalization campaign, including:

  • Major considerations and things to keep in mind when developing your personalization strategy.
  • More than 30 data-driven questions about your customers to identify campaign opportunities.
  • A template for organizing and planning your personalization campaigns.
  • Guidelines for determining whether to deliver your campaigns via rule-based targeting or algorithmic targeting.

Free Download: Plan & Launch Profitable Personalization Campaigns.

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Thank You + Brooks Bell’s Best of 2018

It’s January 3, and if you’re like us, you’re already heads down at your desk and neck deep in emails. But we’d be remiss if we didn’t take a minute to reflect on the previous year. In November of 2018, we quietly celebrated 15 years of being in business. When Brooks Bell was founded, experimentation was in […]

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It’s January 3, and if you’re like us, you’re already heads down at your desk and neck deep in emails. But we’d be remiss if we didn’t take a minute to reflect on the previous year.

In November of 2018, we quietly celebrated 15 years of being in business. When Brooks Bell was founded, experimentation was in its infancy. But despite all the changes we’ve experienced since then, one thing remains true: it is the opportunity to connect with so many interesting people that are solving big problems for their business that makes our work worthwhile. Thanks for walking with us.

A look back at some of our big moments from 2018

Winning like Winona

In January, our Founder & CEO, Brooks Bell, was recognized as one of 25 women who rocked digital marketing in 2017. Later in the year, she was also announced as a Southeastern Finalist for EY’s Entrepreneur of the Year award. 

We also celebrated 2017’s record-breaking growth, were recognized as Optimizely’s North American Partner of the Year, and we garnered our local business journal’s Best Places to Work award.

Getting Lit with Illuminate

Fun fact: We originally built Illuminate to help us better manage and iterate upon our clients’ tests. Over time, we got so much great feedback, that we decided to make it available to everyone this year.

Now, with a successful beta launch under our belt and even more new features being added to the software, we’re excited to see where this new endeavor takes us in 2019.

F is for Friends, Fun and…Fear?

In October, things got a little spooky around the office and it had everything to do with Scott, our Director of Sales, who decided to channel his inner Ellen Degeneres for the day (much to our colleagues’ horror). Watch the video if you dare.

Making Bacon for our Clients

Back in 2014, we set a Big Hairy Audacious Goal to achieve $1 billion in projected revenue for our clients. By the end of 2017, we’d reached $500 million. And this past December, we hit $1 billion. (cue ::gong::)

But we’re not resting on our laurels. We’ve set some aggressive goals for 2019, with a focus on personalization, and we’re pumped to get to work.

Brooks Bell takes the Bay Area 

In September, we officially opened the doors to our San Fransisco office. This decision came after years of working with clients on the West Coast and our desire to work even more closely with them. And with the Bay Area’s rich history of innovation, we can’t think of a better place to help more companies push their boundaries through experimentation.

Still Clickin’ 

Last May, we hosted our annual Click Summit conference. We might be biased but this remains one of our favorite events as it’s filled with meaningful connections and seriously impactful takeaways. 2019 marks our 10th Click Summit, and we’ve got big plans. Request your invite today.

2018 on the blog

 


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Who’s Hiring in December?

Here are our picks: Sr. Director – Customer Experience Leader – Equifax is looking for a Senior Director in St. Louis, Missouri, to lead the Customer Experience Team in “intuitive design workflows and overall customer experience as they interact with Workforce Solution products.” Senior Software Engineer, Build Automation – Blizzard Entertainment is “seeking a talented […]

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Here are our picks:

Sr. Director – Customer Experience Leader – Equifax is looking for a Senior Director in St. Louis, Missouri, to lead the Customer Experience Team in “intuitive design workflows and overall customer experience as they interact with Workforce Solution products.”

Senior Software Engineer, Build Automation – Blizzard Entertainment is “seeking a talented and enthusiastic software engineer to join the Hearthstone team” in Irvine, California to improve testing, building and developing Hearthstone through software automation.

Conversion Optimization Specialist – Vivint Smart Home is looking for an “action-oriented thought leader to partner with the digital marketing channel manager to optimize ad creative, product lifts in on-page response rates and improve conversion rates for Vivint’s digital marketing portfolio.” in Provo, Utah.

Head Of Customer Marketing – Kabbage is “looking for an extremely analytical, results-oriented leader to join their data science team in Atlanta with a passion for growing customer relationships and increasing the value of customer marketing.”

Associate Director of Experimentation – Marketing Analytics – Join Walmart in San Bruno, California and “help the World’s largest omni-channel retailer develop, promote and lead execution of a rigorous testing and experimentation roadmap.”

Senior Product Manager, Data & Analytics – In New York, HBO is “looking for someone who has a proven track record of leading teams to identify unique market and consumer requirements, with experience in digital products portfolio management.”

Digital Product Manager – Cole Haan is looking for a manager in New York to “own the front-end digital site experience on ColeHaan.com and drive the overall user experience, optimization efforts and road map.”

UX Manager (E-Commerce) – iHerb is looking for a UI/UX Manager in Orange County, California to “enhance iHerb’s customer experience on their industry-leading, global e-commerce site through design and maintenance.”

Senior Manager, UX Planning & Insights – Join Leapfrog Online’s Strategy & Insights team in Evanston, Illinois and “help lead the strategy and cross-channel, digital user experience planning for Leapfrog clients.

Senior, UX Development – Fidelity Investments is looking for a web developer in Durham, North Carolina to join the User Experience Design team.  This role will be “supporting the Health Care Group’s digital employee and employer platforms, which customers and plan sponsors use to manage their health and welfare benefits.”

Looking for a job or to fill a position?  Give us a shout and we’ll help spread the word in our next careers blog post.

 

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Built to Wow: An Introduction to Launching Personalization At Your Company

The promise of personalization is enticing: a complete 1-to-1 experience for every customer, driven by every detail and data point about that person: who they are, their interests, needs and history. Their customer experience is completely optimized to deliver the right content at the right time, influencing brand engagement, purchase activity and “wow”-worthy customer experiences. […]

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The promise of personalization is enticing: a complete 1-to-1 experience for every customer, driven by every detail and data point about that person: who they are, their interests, needs and history. Their customer experience is completely optimized to deliver the right content at the right time, influencing brand engagement, purchase activity and “wow”-worthy customer experiences.

For years, this vision has been a pipedream among marketers, product managers and customer experience professionals. Many clients come to us wanting to “do personalization” but face significant challenges in doing so.

Part of this is due to the fact that “personalization” is so ill-defined.

At Brooks Bell, we define personalization as any experience that is delivered to a user based on known data about that person. By that definition, personalization exists on a spectrum: it can be one-to-few, one-to-many, or one-to-one. In the digital environment, product recommendations, customized search results and even segmented experiences are all considered examples of personalization.

But while many companies are already implementing these experiences, there’s still an overwhelming sense that many brands have yet to arrive in terms of personalization.


Got a bunch of burning questions about personalization? Submit them using the form below.

We’ll use this information to make sure we cover these topics in our upcoming posts.


A 2018 study of 300 marketers by Evergage and Researchscape International found that 98% of respondents believe personalization helps advance customer relationships, but only 12% were “very” or “extremely” satisfied with the level of personalization in their marketing efforts.

This is because (not unlike experimentation) personalization is a business strategy that should evolve in order to deliver long-term value. And while it’s true that many brands already have the ability to do personalization, they’ve also found that elevating and scaling a personalization program is difficult, costly and, frankly, can feel pretty darn impossible.

So, how to do this? In addition to the fundamentals for a standard optimization program, there are three critical working components that need to be established for personalization:

  • Technology: you need top-notch tools to centralize user profiles and deliver personalized experiences;
  • Data: personalization requires a clean, unified view of relevant customer attributes, and
  • Strategy: you need research and planning to purposefully and effectively launch, scale and benefit from personalization.

In the coming weeks, we’re going to break down personalization further by each of these components. We’ll outline the best practices, advice, strategies and tips to go from scrappy to smart when it comes to introducing and scaling personalization at your organization.

Struggling to execute a scalable personalization strategy? We can help. Contact us to schedule a free 30-minute consultation.

The post Built to Wow: An Introduction to Launching Personalization At Your Company appeared first on Brooks Bell.

Who’s Hiring in November?

Here are our picks: Sr. Analytics Manager – Experimentation – Ebates.com is looking for a “creative problem solver with a passion for delivering data-driven insight and has experience in leveraging Testing and Experimentation framework to improve customer experience” in San Francisco. Marketing Analyst- Growth Analytics – In Atlanta, Georgia, Pandora is looking for a candidate […]

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Here are our picks:

Sr. Analytics Manager – Experimentation – Ebates.com is looking for a “creative problem solver with a passion for delivering data-driven insight and has experience in leveraging Testing and Experimentation framework to improve customer experience” in San Francisco.

Marketing Analyst- Growth Analytics – In Atlanta, Georgia, Pandora is looking for a candidate to “assist the Marketing Analytics group’s analysis efforts around customer targeting, acquisition, and retention; campaign, audience and subscription forecasting, and KPI tracking as Marketing Analytics works in conjunction with broader Finance, Product, Engineering and Data Science teams.”

Product Manager, Data & Analytics – Join The Walt Disney Company in New York and lead the “analytics-related product development efforts.” “Provide strong input into data tech R&D and data-related critical initiatives, and work on the integration activities with Disney Streaming Services’ analytics technology partners.”

Marketing Analytics Analyst/Data Scientist – The Children’s Place is looking for an analyst to be “responsible for supporting the company’s efforts to create a strong and advanced analytics team focusing on our customer” in Secaucus, New Jersey.

Ecommerce Product Manager – Boxy Charm is looking for a candidate to join their team in Pembroke Pines, Florida to “work with stakeholders across the business to understand needs and build requirements to create and maintain a roadmap for transforming our customers’ experience.”

Executive Director, Chief Marketing Officer – Lenovo in Chicago is looking for a leader to “generate revenue by increasing sales through successful marketing for the entire organization, by driving global marketing and communication, advertising, Public Relations, digital and social media.”

If you are looking to fill a position, give us a shout and we’ll add it to the next careers blog post.

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Making Marketing Analytics Simple And Easy To Understand

Does the thought of marketing analytics make you cringe? Does it seem overwhelming and time consuming? Many business owners find analytics and reporting a cumbersome task and one they put off until absolutely necessary. If this is you, or you’d like some advanced tips on measuring data, this is the article for you. We look […]

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Making Marketing Analytics Simple And Easy To Understand

Does the thought of marketing analytics make you cringe? Does it seem overwhelming and time consuming?

Many business owners find analytics and reporting a cumbersome task and one they put off until absolutely necessary. If this is you, or you’d like some advanced tips on measuring data, this is the article for you.

We look at making marketing analytics simple and easy to understand so it’s something you want to do, not grudgingly have to do.

First, let’s define marketing analytics.

Marketing Analytics Is…

Marketers (and business owners) use marketing analytics to evaluate the success of their marketing initiatives.

These analytics make up the processes and technologies to measure their performance.

Bottom line – marketing analytics tell you if your marketing programs are working.

You want to gather your data from all of your marketing channels and consolidate it into one common view. From here, you can decide how to drive your future marketing efforts.

To increase your lead generation and ultimately your conversions, you’ve got to know how to interpret your data.

Many business owners think marketing analytics are best left to the experts. We’re here to tell you that you are the expert. No more worries about metrics. You can do it.

To create your report, you want to attend to these items first:

  • Ask yourself what you want to learn.
  • Find the report that answers that question.
  • Put it into your overall marketing analytics.
  • Include a balanced assortment of reports.
  • Assess your strategies.
  • Then, you can use your report to change or revise your marketing strategy.

Here’s how to make marketing analytics simple and easy to understand.

Take Little Bites

When gathering your data, you often have access to multiple metrics. In the beginning start small.

A good place to begin is with page views, conversions and visitor information.

You want to track the most important information first. After you get accustomed to analytics and reporting, you can dive deeper for more metrics.

Marketing experts put much of their emphasis tracking conversions. Why?

This is a much more accurate number for you to gauge your success. Conversions track actual customers doing something on your website, like signing up, downloading information or buying something.

Your conversion rate focuses on dollars and the value of your visitor.

Be the Master

The true analytics expert knows which metrics and data matter and which ones don’t matter so much.

The fact is you don’t need to track everything. It’s too hard to stay on top of it all.

For example, if you want to focus on lead generation, your most important data is page views and your opt-in rate.

Understand Your Data

It also helps to narrow your focus to the most relevant metrics so you know what data to capture.

Here are some areas to look at depending on your business:

Ecommerce businesses can look at conversion rate, total revenue, orders completed, average order value, drop off rate and where that happens and full on cart abandonment.

A business to business company might look at page visits, page views, conversion rate and leads generated.

A business to consumer company might focus on conversion rate, click-through rate and orders completed.

Remain Objective

It’s easy to selectively look at your data and search for things that confirm a hypothesis. You might have something in mind you want to confirm and find data that validates it, but that leads you to ignore all of the contrary information.

Don’t get caught up looking for metrics that confirm what you expect and disregard all other data.

Be objective and look at the data from multiple angles.

For example, many people think a high bounce rate is due to the fact that visitors didn’t like your page. But you have to ask these questions:

  • What is happening?
  • Why is it happening?

Your first instinct is to attribute a high bounce rate to people not liking your page. Yet, there are many other reasons your landing page may have a high bounce rate:

  • Your content is superb and meets the users’ needs, and you only have one call to action that people take and then “bounce” off.
  • The landing page was simply to collect an email address, thus they bounce when they were done.
  • Your page load time is too high.
  • Your page doesn’t meet users’ needs.
  • Users landed on your page from a Google Ad campaign, and your page didn’t match the ad.

The goal is to assess why you have a high bounce rate before arbitrarily deciding you have to redo your entire page.

Know the Value

You’ve probably searched Google for “What’s a good conversion rate?” That isn’t necessarily the same information for everyone.

You want to understand the value of your analytics for your industry. Don’t stack your business up to businesses in other industries because their “good” conversion rate may not be yours.

Your Google search should instead be for, “What’s a good conversion rate in my industry?” Once you’ve narrowed down the field, you really can compare rates.

Comparing to unlike industries sets you up for misplaced expectations.

Final Thoughts

Now that you know how to make marketing analytics simple and easy to understand, we want to leave you with a few more thoughts.

Take advantage of these advanced ways to break down your marketing into analytics you can understand.

If you don’t, you’ll end up with a bunch of marketing information cobbled together that has no relationship with one another.

To make the best decisions for your business, you have to take your entire marketing picture into account.

This means your social media insights, your Google analytics and your emails stats. It means taking a look at all of your marketing efforts in one place so you can decide how to proceed.

Use your marketing analytics to make sound business decisions and drive your future marketing. Use them to refine and test your lead generation to increase your profits.

Tie your marketing efforts to your leads to your bottom line, and you’ll quickly see what’s working and where you can improve.

So, say goodbye to marketing analysis paralysis. Use these advanced tips to make it work for your business.

Are you ready to squeeze more profit out of your website by analyzing your marketing metrics? That’s terrific! We’re here to help you optimize your website so it works fluidly for your website visitors. In fact, we promise you we’ll do just that.

 With our guarantee, you can rest assured we will increase your profits through landing page optimization.

 If you’re ready to work with the leader in landing pages and conversion rate optimization, contact us today.

We’ll provide you with our FREE site performance analysis so we can work on your landing page conversion rates.

Image: Kazuend

 

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