[Case Study] Conversion Rate Optimization In Action: Intuit’s Mike Loveridge

Mike Loveridge is the Head of Conversion Rate Optimization at TSheets by QuickBooks, the world’s top-rated time tracking and scheduling software. In January of this year TSheets was acquired by Intuit, the #1 financial services company for helping smal…

Intuit case study: Crazy Egg heatmaps and recordings

Mike Loveridge is the Head of Conversion Rate Optimization at TSheets by QuickBooks, the world’s top-rated time tracking and scheduling software. In January of this year TSheets was acquired by Intuit, the #1 financial services company for helping small businesses scale, offering industry-leading tools like QuickBooks, TurboTax and Mint. The Process When tackling a new conversion rate optimization project, Mike generally takes the following steps: Reviews click data from Google Analytics, and past Optimizely tests, to find out where website visitors might be getting stuck in the funnel and on specific page sections Uses Crazy Egg Recordings and Snapshots to...

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Growth Hacking: The 12 Best Techniques to Boost Conversions

What does it mean to hack growth? Growth hacking has become a buzzword in marketing circles, but many still don’t know what growth hacking is or why it works. If you fall into that camp, don’t worry. You’re not alone. Plus, I’m going to eliminate your …

growth-hacking-introduction

What does it mean to hack growth? Growth hacking has become a buzzword in marketing circles, but many still don’t know what growth hacking is or why it works. If you fall into that camp, don’t worry. You’re not alone. Plus, I’m going to eliminate your confusion today. I’m a huge fan of growth hacking and its potential impact on my businesses as well as those of my clients. By hacking growth and taking less-traveled paths, you can find yourself ahead of your competitors. Let’s take a deep dive into growth hacking and figure out how you can use it...

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How to Create an Effective CRM Strategy to Maximize Conversions

In 2017, Gartner found that CRMs had overtaken database management systems as the largest software market. This means that there is an increasing adoption of CRM systems among businesses. There are many businesses that implement CRM solutions with the …

How to Create an Effective CRM Strategy to Maximize Conversions

In 2017, Gartner found that CRMs had overtaken database management systems as the largest software market. This means that there is an increasing adoption of CRM systems among businesses. There are many businesses that implement CRM solutions with the belief that they will magically solve all of their problems. But adoption does not necessarily guarantee success. It’s not even just about investing in the right software; your CRM efforts could still fail for a number of reasons. According to joint research by Forrester and CustomerThink, 33% of survey respondents struggled with creating a CRM strategy. They lacked clearly defined objectives and...

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How to Get Sales Leads Online Fast (Tips for B2C)

Want to skyrocket your business’s sales leads? They might be the metric to save your business. Why? Because you can track metrics all day. Traffic, statistics, social followers, and email subscribers are great to track—but nothing is a better predictor…

grow customers by discounting

Want to skyrocket your business’s sales leads? They might be the metric to save your business. Why? Because you can track metrics all day. Traffic, statistics, social followers, and email subscribers are great to track—but nothing is a better predictor of your sales than leads. And the more you can increase leads, the more money you’ll make and the more successful your business will become. In fact, according to HubSpot, 63% of marketers responded that generating traffic and leads was one of their top marketing challenges. Today, you’ll learn exactly what a sales lead is, what makes a great lead,...

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23 Effective Landing Page Design Examples That Convert

If you’re looking for landing page design inspiration, I have you covered with today’s post. I’m going to show you 23 landing page design examples that convert, then show you how to design one yourself. Why should you build a landing page — or lots of …

landing-page-design-introduction

If you’re looking for landing page design inspiration, I have you covered with today’s post. I’m going to show you 23 landing page design examples that convert, then show you how to design one yourself. Why should you build a landing page — or lots of landing pages? Because they’re among the most powerful conversion tools in your back pocket. You can create a landing page for every referral source. For instance, the landing page for people who click over from Twitter might look different from the one for people who’ve read your guest post on another blog. We’ll look...

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The Lifecycle of Website Optimization [Infographic and Guide]

In an ever-crowded market of newly launched businesses, reinvented rivals, and disruptive technology, it can feel impossible to reach your target audience. With worldwide ecommerce revenue projected to reach 4.88 trillion US dollars in 2021, your goal …

Lifecycle of Website Optimization

In an ever-crowded market of newly launched businesses, reinvented rivals, and disruptive technology, it can feel impossible to reach your target audience. With worldwide ecommerce revenue projected to reach 4.88 trillion US dollars in 2021, your goal should be to maximize your share as much as possible. That’s where website optimization comes into play. According to BrightLocal, 97% of consumers looked online for local businesses in 2017, so it pays to invest in attracting and capturing new traffic.   Here are two major website-building misconceptions that trip up B2C and B2B companies alike:  Businesses need to jump on the latest...

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Unlocking the True Power of Testing & Other Takeaways from Brooks Bell’s Interview With Ambition Data

Recently, our Founder and CEO, Brooks Bell, sat down with Allison Hartsoe, host of the Customer Equity Accelerator—a podcast produced by Ambition Data. Listen to the full podcast or read on for a few highlights from their conversation:  On what inspired her to build an experimentation consultancy… Originally, Brooks founded Brooks Bell Inc. in 2003 as […]

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Recently, our Founder and CEO, Brooks Bell, sat down with Allison Hartsoe, host of the Customer Equity Accelerator—a podcast produced by Ambition Data. Listen to the full podcast or read on for a few highlights from their conversation:

On what inspired her to build an experimentation consultancy…

Originally, Brooks founded Brooks Bell Inc. in 2003 as a website development agency. After working with a few local clients, a chance introduction led to her first major experimentation client, AOL.

Today, you might think of AOL as one of the [now-extinct] internet dinosaurs, but even back in the early 2000s, the media giant was facing its fair share of challenges. According to one story by Time Magazine, despite having 34 million members in 2002, AOL was battling slowing subscriber growth, falling ad revenue and exorbitant operational costs. 

So, the company turned to experimentation. “AOL had the right environment to build a testing culture,” said Brooks. “They had a closed technology environment, their own analytics platform, and their data was clean and connected.”

Back then, AOL relied on pop-ups to drive new subscriptions. Working with Brooks, the company issued a challenge: design a new subscription pop-up that would beat the control experience. And so, drawing from her background in design and psychology, she did—and then she did it again, and again, and again.

But that was just the start. As other large companies began to rely more on the digital space to drive their business, Brooks saw an opportunity to help them tap into the power of experimentation.

“We realized that no one was testing!” said Brooks. “No other large companies had the data, culture and processes in place to test. So we set out to help them build the data fidelity and really recreate what we saw at AOL in those early years.”

On the difference between optimization and experimentation…

It’s one of the more common questions we get: “Brooks Bell is an experimentation consultancy. What’s that? What’s the difference between experimentation and optimization?” As Brooks explains it, it all comes down to science.

By definition, experimentation is the application of the scientific method to determine something. And while optimization is one potential outcome of an experiment, true experimentation requires running tests without a prescriptive outcome or application.

To put it simply – you’re testing to learn. And as long as your results are statistically significant, there is always something to be learned from experiments—even those with flat or negative results.

On how to unlock the real power of experimentation…

Today, in the age of Amazon, a customer-centric experience is critical. But for some established companies, this requires a bigger paradigm shift in culture and processes.  

“Customer-centricity requires rethinking metrics, the type of data you collect, how teams are organized, how teams are incentivized, how you communicate and also your core values,” said Brooks.

The true power of experimentation lies in its ability to align your customer needs with your company’s strategic goals and your program’s agenda. Furthermore, you can use experimentation to learn new things about your customers in a scientific way.

“Having statistically-sound customer insights can totally change how you organize your store, how you train your team, and how you structure your website,” said Brooks. “This is where testing programs can really drive change.”

To that end, we recently celebrated the launch of Illuminate, our customer insights software for testing teams and executives. Illuminate not only provides a place to store, share and learn from your experiments, but also a means to develop impactful customer insights.

“We launched Illuminate to provide a repository of great test examples, to learn from each other, and to build a library of great test case studies,” said Brooks.  This is because outside of the testing program, any key learnings from an experiment can get lost within the data. Illuminate solves this by encouraging deeper thinking about customers, their needs, preferences, and behaviors. 

Learn more about Brooks Bell’s experimentation consulting services. 

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