Who’s Replacing Chief Marketing Officers and Why?

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Are Chief Marketing Officers — CMOs — losing their relevance in the C-suite? And if so, can data and exp…

Having trouble viewing the text? You can always read the original article here: Who’s Replacing Chief Marketing Officers and Why?

Are Chief Marketing Officers — CMOs — losing their relevance in the C-suite? And if so, can data and experimentation turn things around for them? Laura Patterson offers her opinion on the Intended Consequences Podcast I was having coffee with an old colleague, Laura Patterson, here in Austin. Laura advises businesses on all aspects of […]

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7 A/B Testing Examples To Bookmark

For businesses to truly flourish in today’s highly competitive market and hit that conversion rate figure they’ve always aimed for; it’s imperative for them to build a scalable experimentation culture. For SEO, content marketing, and paid advertising may dramatically help drive more traffic to a website, but it’s the magic of A/B testing and the…

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For businesses to truly flourish in today’s highly competitive market and hit that conversion rate figure they’ve always aimed for; it’s imperative for them to build a scalable experimentation culture. For SEO, content marketing, and paid advertising may dramatically help drive more traffic to a website, but it’s the magic of A/B testing and the repeatability of wins brought about by a culture of experimentation that can get more conversions and high revenues on the plate.  

Below mentioned are seven successful A/B testing case studies showcasing how some of the world’s leading companies have leveraged A/B testing and the culture of experimentation to their advantage.

Example 1: Grene Redesigned its Mini Cart and Saw a 2x Increase in Overall Purchase Quantity

Grene is a highly recognized eCommerce brand headquartered in Poland that sells a comprehensive variety of agriculture-related products. Over the years, the eCommerce giant has run many successful A/B tests, one of which was revamping their mini cart page to add prominence to in-page elements. 

While analyzing their mini cart page, Grene’s team found that users were:

  1. assuming the “Free Delivery” USP to be a clickable button, hoping to find some extra details. This was creating a lot of friction. 
  2. finding it difficult to see the sum total of each individual item in the cart. 
  3. scrolling to the bottom of the cart page to click on the “Go To Cart” CTA button.

This is how to control looked like:

control version for the a/b testing campaign for shopping cart design
Control

Basis the identified problems, the company decided to make the following changes to their mini cart page and A/B test their hypotheses using VWO services. 

Changes were:

  1. Added a CTA button at the top of the mini cart to help users quickly transit to the main cart page. 
  2. Added a ‘remove’ button on the right side of each item (to avoid any unwanted clicks) and the sum total value of each product.
  3. Increased the size of the “Go To Cart” CTA button to make it prominently visible. 

 This is how the variation looked like:

variation version for the a/b testing campaign for shopping cart design
Variation

Running the campaign for 36 days, Grene saw the following results:

  • Increase in cart page visits.
  • Increase in overall eCommerce conversion rate from 1.83% to 1.96%.
  • 2X increase in total purchased quantity. 
Read the complete case study here: Grene Redesigned its Mini Cart and Saw a 2x Increase in Overall Purchase Quantity

Example  2: WorkZone Increased its Leads Through Its Testimonials Page By 34%

WorkZone is a US-based software company that provides robust project management solutions and documentation collaboration tools to all types and sizes of organizations. Owing to its level of operations, WorkZone constantly needs to be upon its A-game to drive as many conversions as possible.

In order to build a good brand reputation, the company had put up a customer review section (as a social proof marketing strategy) next to the demo request form on the lead generation page. Soon, WorkZone realized that customer testimonial logos were overshadowing the form, further distracting visitors from filling it. They decided to change customer testimonial logos, from their original color to black and white, and see whether the change would help increase the number of demo requests.

Here’s how the control and variation looked like:

control version for the a/b testing campaign for increasing sign up leads
Control
variation version for the a/b testing campaign for increasing sign up leads
Variation

After running the test for about 22 days, WorkZone found that the variation outperformed the control. It projected a 34% increase in form submissions and marked a 99% statistical significance.

Read the complete case study here: WorkZone Increased its Leads Through Its Testimonials Page By 34%

Example 3. Zalora’s Increased its Checkout Rate by 12.3% by Optimizing its Product Pages

Zalora is one of the fastest growing online fashion retailers in the Asia-Pacific region. The eCommerce store is most known for its chic and snazzy fashion and beauty products. Zalora is one of VWO’s esteemed customers and has been using its services day-in-day-out.  

Of the many successful A/B tests that Zalora has run so far, one experiment that really stood out was optimizing the design of product pages to highlight some of the brand’s rewarding features like free return policy and free delivery services. 

The eCommerce company came up with this hypothesis basis the data collected by its customer service team. It contended that customers were unaware of Zalora’s free return policy due to poor visibility of the feature on the product pages. The team soon made necessary amendments and ran an experiment to note customer reactions. 

Here’s how the control and variations looked like:

control version for the a/b testing campaign for increasing checkout rate
Control
variation version for the a/b testing campaign for increasing checkout rate
Variation 1
second variation version for the a/b testing campaign for increasing checkout rate
Variation 2

After running the test for a significant amount of time, Zalora found that Variation 1 outperformed the control and its counter variation 2. By simply bringing uniformity in Zalora’s call to action button, the eCommerce giant saw an increase of 12.3% in its checkout rate. 

Read the complete case study here: Zalora’s Increased its Checkout Rate by 12.3% by Optimizing its Product Pages

Example  4: Ubisoft used A/B Testing to Increase its Lead Generation by 12%

Ubisoft Entertainment is one of the leading French video game companies. It’s most known for publishing games for several highly renowned video game franchises such as For Honor, Tom Clancy’s, Assassin’s Creed, Just Dance, etc. and delivering memorable gaming experiences. 

For Ubisoft, getting more leads and conversions are two key metrics that help analyze its overall performance. While some of its pages were performing well in terms of getting leads and adding conversions to its umbrella, its ‘Buy Now’ page dedicated to the ‘For Honor’ brand wasn’t yielding the best of the results. 

Ubisoft’s team investigated the matter, collected visitor data using clickmaps, scrollmaps, heatmaps, and surveys, and analyzed that their buying process was too tedious. The company decided to design overhaul for For Honor’s Buy Now page completely – reduce the up and down page scroll and simplify the entire buying process.

Here’s now the control and variation looked like:

control version for the a/b testing campaign for increasing ecommerce leads
Control
variation version for the a/b testing campaign for increasing ecommerce leads
Variation

Post running the test for about three months, Ubisoft saw that variation brought about more conversions to the company than the control. Conversions went up from 38% to 50% conversions, and overall lead generation increase by 12%. 

Read the complete case study here: Ubisoft used A/B Testing to Increase its Lead Generation by 12%

Example 5: PayU Increased its Conversions by 5.8% Using Data-Driven A/B Testing

PayU is an Indian-origin fin-tech company that provides an exclusive range of financial solutions for local and cross border merchants in emerging markets. As a payment facilitator, PayU finds it important to maintain a simple, intuitive, and convenient checkout process and eliminate all plausible elements which may case drop-offs. 

But, their Checkout page statistics spoke an altogether different story. The company, by using VWO Form Analytics capabilities, found that a lot of people were dropping off from the page, which was significantly impacting their sales and revenue graph. 

To streamline everything, PayU decided to make minor changes on its Checkout page form basis the data gathered and run an A/B test to validate their hypothesis. While the old PayU Checkout page asked users to enter their mobile number and email address to complete the purchase process, the new Checkout page, on the other hand, only asked for a user’s mobile number.

Here’s how to control and variation looked like:

control version for the a/b testing campaign for increasing conversions on the checkout page
Control
variation version for the a/b testing campaign for increasing conversions on the checkout page
Variation

The test results showed that by simply eliminating the email address field from form placed on their Checkout page, the company was able to register an improvement of 5.8% in conversions as compared to the control.

Read the complete case study here: PayU Increased its Conversions by 5.8% Using Data-Driven A/B Testing

Example 6: ShopClues Increased its Visits-To-Order by 26% from its Home Page

ShopClues is a prominent eCommerce company that majorly operates in the Indian market. Although a new player in the fashion market, ShopClues gives a tough competition to Flipkart, Snapdeal, and Amazon. The company strongly believes in the culture of experimentation and runs multiple tests month-on-month to improve its products or services. 

Of the many A/B tests that ShopClues has run to date using VWO services, one experiment that showed remarkable results was when the company increased its visits-to-order by optimizing its home page. 

While planning the experiment, ShopClues carefully examined each home page element and tracked them for conversation signals. It found that the main navigation bar links on the home page were getting a lot of clicks, especially “Wholesale,” while the others were not. ShopClues understood that it was necessary to send better-qualified traffic to the category pages rather than leaving them wandering on the home page. 

So, the company decided to replace the “Wholesale” section with other marketing categories such as “super saver” bazaar, etc. It also moved the ‘Wholesale’ section to the left side of the site in the hope that the page becomes more visually aligned and helps get better-qualified visitors.

This is what the home page initially looked like:

control version for the a/b testing campaign for increasing visitors to the product page
Control

This is what the variation looked like:

variation version for the a/b testing campaign for increasing visitors to the product page
Variation

As hypothesized, this repositioning enabled customers to navigate through other category pages and not just wander through the wholesale section. The change further improved ShopClues click-through-rate on the “wholesale” category as well.

Read the complete case study here: ShopClues Increased its Visits-To-Order by 26% from its Home Page

Example 7: A Minor Change on Ben’s Product Page helped get a 17.63% Conversion Uplift

Ben is a personal budget challenger of the Dutch telecom industry. Headquartered in The Hague, Netherland, the company offers two kinds of subscription plans to its customers – a sim-only subscription and one that comes along with a mobile handset.

Of the many conversion rate optimization campaigns that Ben has run on its website, one of them was to make the phone color palette prominently visible on the product page. The company found out that most people exploring the site were unaware of the fact that they have the liberty of choosing a phone color of their choice along with the best data and voice plans. The data collected using VWO Insights also showcased that while people did notice the color palette, they couldn’t figure out its basic function. 

Using the gathered information, Ben decided to make the necessary changes on the product page and run an A/B test to authenticate their hypothesis. Here’s how the control and variation looked like:

control version for the a/b testing campaign for increase subscription conversions
Control Image — Placement of Color Palette below the Phone Image (Conversion Rate — 2.20%)
variation version for the a/b testing campaign for increase subscription conversions
Variation Image — Placement of Color Palette Adjacent to the Phone Image (Conversion Rate – 2.59%)

Ben ran the experiment for about two weeks and found that by simply making their color palette more prominently visible, it’s conversions went up by 17.63% and the number of customer calls to change device colors dropped significantly. 

Read the complete case study here: A Minor Change on Ben’s Product Page helped get a 17.63% Conversion Uplift

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Retargeting Tools for the Next Decade

If you’ve ever experienced the eerie sensation of being followed around online by an ad or a product, you’re neither wrong or alone. 3 out 4 consumers report noticing retargeting ads online. Indeed, retargeting is bigger than ever and is fast becoming an integral part of a marketer’s toolkit as well as a major aspect of…

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If you’ve ever experienced the eerie sensation of being followed around online by an ad or a product, you’re neither wrong or alone.

3 out 4 consumers report noticing retargeting ads online. Indeed, retargeting is bigger than ever and is fast becoming an integral part of a marketer’s toolkit as well as a major aspect of marketing strategy.

What is “Retargeting”?

Retargeting, also known as remarketing, is a digital marketing tactic. While traditional digital marketing aims to bring new traffic to a website, retargeting aims to reach out and bring back past visitors. When marketers build retargeting campaigns, they deliver personalized ads to past visitors based on their characteristics, engagement or even specific on-site behavior. This creates a familiar flow – you visit a website and then see ads from that website elsewhere online.

Does Retargeting Work?

Indeed it does.

Many surveys and studies over the years have affirmed and reaffirmed its effectiveness. 
According to Kenshoo, the click-through rate on retargeting ads is x10 higher than traditional display ads, while the conversion probability of a retargeting ad is 70% higher. Agency spending on retargeting is steadily increasing year by year. In a recent survey, 77% of the interviewed marketers report that retargeting campaigns outperform display campaigns.

Why does Retargeting Work?

Marketers spend vast resources on bringing quality traffic to their websites. But despite their best efforts, 98% of the visitors don’t purchase a thing in their initial visit – some of them are browsing, others are comparing prices, while some may be a poor match.

VWO conducted a fascinating eCommerce study in which 54% of the consumers reported they’d buy a product they abandoned in the cart if they received a coupon or special offer.

Retargeting opens the door to re-engaging with website visitors and cart abandoners, bringing them in further contact with the brand, and building the awareness and trust necessary for a visitor to become a customer.

How does Retargeting work?

It all starts with a ‘Pixel’. 

A pixel is a snippet of code installed on the website which tracks and transmits data on how visitors engage with the website back to the ad platform. It’s quite simple to install, and all the major ad platforms including Facebook, Google Adwords, Twitter, LinkedIn, Taboola, Outbrain, and others have one. 

With a pixel installed, it is possible to build custom audiences from various visitors segments, based on their defining characteristics, on-site behavior, and interactions with the website. Once the audiences are built, a marketer can deliver targeted and personalized ads to them at any desired frequency.

Examples of Retargeting

As a marketing tactic, retargeting’s origins lay in eCommerce, and while it’s still very effective in that scenario, it has long since outgrown its confines and is now prevalent across the board in every industry and vertical. Here are a few examples of how retargeting is being used.

eCommerce – Dynamic Product Ads

A common retargeting tactic in eCommerce is dynamic product ads. These specialized ads feature products, similar or complementary, to a previously viewed or purchased product, effectively encouraging visitors to increase their purchase size, or purchase a product they were browsing. Wouldn’t you buy a case for that newly purchased mobile phone?

B2B Marketing – Cross-platform Awareness

In B2B marketing, tactics like ‘Omnipresent Marketing’ follow visitors across multiple networks delivering Facebook ads in the Feed, Google Display Network and search engine ads, and other platforms, in an attempt to stay in view of potential high value leads. By delivering articles, reviews and other 3rd party updates, the marketer attempts to constantly stay in sight of their potential customers, making their brand appear far bigger than they actually are to a select audience.

Lookalike Audiences and Acquisition

Lookalike audiences are a very powerful addition to a marketer’s toolset. Contrary to regular retargeting, which aims to retrieve past visitors, Lookalike Audiences generates new traffic which helps feed the top of the funnel. 

The way they do this is by allowing marketers to take a group of users, commonly referred to as a ‘seed’, and ‘ask’ an ad platform to build another group of users that are similar to the origin group. 

The resulting ‘Lookalike’ audience is essentially an acquisition audience, meaning, an audience that has yet to visit your website, but one that is highly likely to seriously outperform interest-based audiences. Lookalike audiences are used in eCommerce and across the board in every field.

Behavioral Retargeting

eCommerce marketers regularly target users who they believe have a high intent of purchasing. Usually, they focus on explicit intent for example, users who abandoned the cart. Marketers have an easy read on their intent and regularly target them to try and get them to complete their purchase.

The setup is fairly simple – the marketer creates an audience based on a clear cut action, in this case, the ‘add to cart’ button and targets it with dynamic product ads, coupons may be offered, a sense of immediacy is hopefully created and in 3-7% of the times the purchase will be made.  

Unfortunately, in 2019, the average ‘add to cart’ rate in the US was only 4.19%. 

For advanced marketers, explicit actions like add to cart aren’t enough, and they look deeper into interactions to find intent from actions that are less explicit and more implicit from logical analysis users’ behavior. For example, a user who spent 5 minutes on a blog post page and scrolled all the way down is likely to have read the blog post. One individual metric isn’t enough here, but their combination hints at the implicit intent of the user. 

On this premise, advanced marketers build elaborate measuring systems using tools like Google Tag Manager to monitor user clicks, scrolls, and other metrics, using rules and logic to translate behavioral metrics into actionable intent indicators. Some marketers choose to automate the process with an external tool, preferring to focus on other aspects of marketing, like creative and content, leaving the measuring and heavy lifting to an external service.

Best Retargeting Platforms

Retargeting is currently available on a variety of Ad platforms. The platforms in many ways are different and complementary, each useful for different goals. For this reason, marketers often use multiple pixels on their website. We’ll cover the major three in the following sections.

Facebook Retargeting

Platform: https://www.facebook.com/business/goals/retargeting

Facebook and its subsidiary Instagram, feature detailed profiles on over 2.4bn people. They are amazing at creating interest and demographic-based audiences as well as highly effective Lookalikes at scale.
You can
add custom events visually, making their platform perfect for the eCommerce industry.

LinkedIn Retargeting

Platform: https://business.linkedin.com/marketing-solutions/ad-targeting/website-retargeting

LinkedIn features the distinction of being a professionally-oriented social media network. Because of this, their quality of leads in unparalleled, making them perfect for B2B applications. 

Google Remarketing

Platform: https://www.thinkwithgoogle.com/products/new-remarketing-tag/

Google’s remarketing spans Search, Youtube, and the Google Display Network. It is so vast that it’s estimated to reach over 90% of the internet, making it an incredibly powerful platform and perfect for brand awareness across the web.

A few honorable mentions for this list are Snapchat, which features a younger demographic, making it attractive to marketers aiming for a Gen-Z audience segment, as well as Taboola and Outbrain retargeting that are very useful for content marketers.

Best Retargeting Tools

While it is possible for a marketer to work directly with the many ad platforms available, learning the interfaces and peculiarities of each platform is time-consuming and can be challenging. To simplify ad creation, management, and analytics, many marketers turn to 3rd party tools that sit between them and the ad platforms. 

Here is a list of the best retargeting tools out there:

Retargeter

Tool: https://retargeter.com/ 

Retargeter is a well-rounded suite of products for marketers, with solutions covering a wide range of topics, from Dynamic Creative Optimization, which optimizes in real-time which ad to show to which user, to Advanced Audience segmentation. With Retargeter, marketers can track metrics like scroll depth, page view, and others, then combine them to create specific segments that marketers can target. 

AdRoll

Tool:  https://www.adroll.com

AdRoll has been in the market since the mid 2000s and is one of the biggest companies in their field today. Tens of thousands of marketers use their services for customer segmentation and retargeting. Theirs is a full-stack remarketing solution that may take time to adjust to, but the insights and reports it delivers are difficult to recreate on competing platforms.

Criteo

Tool: https://www.criteo.com/

Criteo is a noteworthy competitor to AdRoll and a very well rounded solution. Though complex in terms of initial setup, they cover the full spectrum of creative, retargeting, automated bidding, and campaign operation, offering a cost per click pricing model, which appeals to performance-driven marketers.

SmarterHQ

Tool: https://smarterhq.com/ 

Smarter HQ is a behavioral segmentation solution. Using Smarter HQ,  businesses can optimize the way their ads interact with their customers. Using Smarter HQ’s in-depth user behavior analysis, a marketer can act on audiences across channels and platforms, creating meaningful engagement in real-time and at scale.

Fixel

Tool: https://www.fixel.ai/

Fixel simplifies engagement based retargeting, by turning the various interactions a user makes with a website into a single, actionable metric. In doing so, Fixel allows marketers to target their most engaged audiences without the need to build complex logic based on individual clicks or page views. Fixel then delivers the engagement metric directly into the various advertising platforms, building on existing workflows.

Perfect Audience

Tool: http://www.perfectaudience.com/

Perfect Audience is a great tool to persuade your lost visitors through a multi-channel approach. The tool offers seamless retargeting, which is carried out through the web, mobile, Facebook, Twitter, and more.

Perfect Audience’s integration with Hubspot allows you to align your retargeting campaigns with your Hubspot activities. By scanning through your landing pages and smart lists on Hubspot, Perfect Audience builds a relevant user-list for you to retarget. The tool provides easy segmentation of visitors based on various user-behavior rules.

Best Practices for Retargeting

When done right, retargeting builds on the natural flow and journey of customers, touching base when needed, and presenting the right product at the right time. 

When done wrong, it is a down-right nuisance that can kill sales

Here are a few points to keep in mind before you jump into building retargeting campaigns. 

Choose the Right Platform and Placement: Different platforms cater to different people in different settings. Choosing the right platform and taking users’ encounters with the ad into consideration can do a lot to improve campaign performance.

Understand User Intent: The position of a user in a sales funnel or cycle, can not be understated and is important to take into account. Otherwise, you risk pushing too hard or not hard enough on a potential lead or customer. Even breaking it down to the basic top of the funnel or bottom of the funnel segments will make a world of difference. 

Serve Personalized Ads to the Right Segments: Use your understanding of user intent to serve ads that cater and nurture that intent. For example, if you run a sporting goods store that features a blog and a user engaged with an article about marathon running preparation, it would make sense to offer this user, gear that has to do with marathon running and not so much with rowing or basketball. 

Don’t oversaturate your Ads: Unless it’s part of a deliberate tactic like this Vodka campaign, set a reasonable frequency limit to your retargeting campaign. Failing to do so both annoys your potential customers and wastes your budget.

Exclude converted users from your campaigns: We can not stress this enough – don’t advertise products to users who have already bought the product you’re advertising. This common error is very simple to avoid, simply make sure to exclude users who have already converted from your campaigns. Failing to do so wastes your media budget and is a huge ‘turn-off’ for your potential customers.

A/B test your ad copy and visual: Your ad copy and visual are the heart of your ad, and it’s very difficult to know which will resonate with your particular audience. It’s a very good idea to A/B test them as well as pricing and value propositions.

Conclusion

Retargeting has been on the receiving end of some bad publicity. It can and should be customer-centric, delivering that often missing personal touch to digital marketing. Retargeting can take the customer into account – matching, expanding, and enhancing their online experience thereby converting customers better.

When deployed this way, retargeting solutions can help build on the natural flow and journey of customers. It would touch base when needed, present the right product or opportunity, at the right time – to the right people, which ultimately delivers performance for marketers and, more importantly, a better online experience for users. 

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How Grapevine Uses Personalization to Share the Holiday Spirit Year After Year

Listen – I can’t really believe that it’s already November.  How did this happen?! But ready or not, we know that DMOs start planning their holiday content long before the weather cools off.  To continue our Customer Spotlight series and welcome the start of the holiday season, we we spoke with one of our favorite… Read More

The post How Grapevine Uses Personalization to Share the Holiday Spirit Year After Year appeared first on Bound.

Listen – I can’t really believe that it’s already November.  How did this happen?! But ready or not, we know that DMOs start planning their holiday content long before the weather cools off.  To continue our Customer Spotlight series and welcome the start of the holiday season, we we spoke with one of our favorite Texans, Bill Young with Grapevine CVB, to pick his brain on seasonal content and how he uses personalization to share the magic of the season.  Nestled in North Texas, Grapevine is known for their historic downtown, beautiful wineries and, most importantly, as The Christmas Capital of Texas!

Thanks so much for speaking with us, Bill!  To start, can you tell us a little about Grapevine and how it became The Christmas Capital of Texas?

Each Christmas, millions of Christmas twinkling lights and decorations illuminate Historic Downtown Grapevine with choreographed light shows held each evening. Ten years ago, the Texas State Senate recognized Grapevine’s “impressive Christmas season” and 1,400 events in 40 days with a proclamation which can be viewed on our website. Since then, we’ve been the Christmas Capital of Texas® (CCOT) and continue to find ways to make enhancements and additions. Some of our popular events include the North Pole Express®, SNOWLAND at the Great Wolf Lodge, ICE!® , this year featuring A Charlie Brown Christmas at Gaylord Texan and classic holiday movies at the Palace Theatre just to name a few. Plenty to keep us busy and to keep people coming back to Grapevine year after year.

So many events!  How do you approach marketing all of these activities to visitors and prospective visitors?

In an effort to promote 1,400 events in 40 days, we deploy an exhaustive 360° marketing approach. In addition to our Bound content, we run TV and radio ads; print ads in magazines and newspapers; behavioral and geographic digital banner ads; email marketing; social media ads and posts; and public relations/media appearances. We’re lucky to have 7.4 million people in the Dallas Fort Worth Metroplex so we market to them for staycations and daytrips but we also advertise in eight regional drive markets.

What are some of the challenges you face in sharing your seasonal events and activities?  Texas doesn’t always have the weather complementing a winter wonderland….

Grapevine is fortunate to have mild, pleasant winters, and while there may not be a white Christmas season, there are many areas throughout Grapevine where snow falls, including the North Pole Express’ snowy Forest; snow flurries at the Town Square Gazebo; and flurries in the lobby of Great Wolf Lodge. Those looking for a wintry chill can visit ICE!, a walk-through winter wonderland carved from more than two million pounds of ice. The light along Main Street and throughout the city create an ambiance perfect for unseasonably warm and wintery temperatures alike.

If anything, a mild winter weather may help your visitors enjoy all the holiday activities even more!  Do you have any tips for us on keeping your content feeling fresh when talking about annual activities?

We especially like promoting new features when it comes to our annual events. This Christmas is no exception as we’re offering the Grapevine Christmas Passport – Elf Adventure and Christmas Activity Tickets which will allow our guests more options as they explore the many hands-on and unique holiday activities happening in and around Historic Downtown Grapevine.

And speaking of nostalgia, we at Bound have been lucky to partner with you through many holiday seasons!  Can you talk with us about what role personalization plays in your strategy and how Bound helps you achieve these goals?

Thank you, it’s been a lot of fun and a pleasure working with you, too! We love having the ability to reach our local and regional audiences, as well as those well beyond, with different messages. We also greatly appreciate the monthly performance reviews allowing us to make tweaks here and there and to make sure that we’re taking advantage of all the platform has to offer. We’re looking forward to many more Christmas seasons with Bound!

Thank you again, Bill – we love celebrating the season with you and helping highlight all the amazing activities Grapevine has to offer.

Want to learn more about using personalization to highlight your destination’s unique events?  We’d love to talk with you more!

The post How Grapevine Uses Personalization to Share the Holiday Spirit Year After Year appeared first on Bound.

Understanding Marketing Through Time, Interest, and Expertise

Having trouble viewing the text? You can always read the original article here: Understanding Marketing Through Time, Interest, and Expertise
If you’re selling tools or expertise, you’ll need to understand where your prospects are in their …

Having trouble viewing the text? You can always read the original article here: Understanding Marketing Through Time, Interest, and Expertise

If you’re selling tools or expertise, you’ll need to understand where your prospects are in their relation to time, interest, and expertise. Find out how my guest addresses these issues for his prospects. I consider myself a software guy. Bachelors of Science in Computer Science. I wrote my own analytics package in 2003, which was […]

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How to AB Test Copy to Increase Your Conversion Rate

Having trouble viewing the text? You can always read the original article here: How to AB Test Copy to Increase Your Conversion Rate
Find out how to AB test copy, the words, images, captions, and fonts that you use on your website persuasively. Learn h…

Having trouble viewing the text? You can always read the original article here: How to AB Test Copy to Increase Your Conversion Rate

Find out how to AB test copy, the words, images, captions, and fonts that you use on your website persuasively. Learn how data can be used to find out if your copywriting will deliver conversions. I believe that copywriters suffer from a particular kind of post-traumatic stress disorder. It comes from the fact that anyone […]

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Workshop on Designing for Older Adults

The CREATE group, authors of the book Designing for Older Adults, is holding a workshop: CREATE (www.create-center.org ) is offering one on Designing for Older Adults.  The workshop will present guidelines and best practices for designing for older adults. Topics include: Existing & Emerging Technologies, Usability Protocols, Interface & Instructional Design, and design for Social Engagement, Living … Continue reading Workshop on Designing for Older Adults

The CREATE group, authors of the book Designing for Older Adults, is holding a workshop:

CREATE (www.create-center.org ) is offering one on Designing for Older Adults.  The workshop will present guidelines and best practices for designing for older adults. Topics include: Existing & Emerging Technologies, Usability Protocols, Interface & Instructional Design, and design for Social Engagement, Living Environments, Healthcare, Transportation, Leisure, and Work. Each participant will receive a complimentary copy of CREATE’s book Designing for Older Adults, 3rd Ed., winner of the Richard Kalish Innovative Publication Award (2019), and a USB with CREATE publications and tools.

Additional information on the workshop can be found below.

We wrote a book in the series, Designing Displays for Older Adults, which we are currently revising. It will be available in early 2020.

Why Marketers Struggle and What to Do About It

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Marketing departments are understaffed, overworked and required to do quantitative and creative work. No wonder marketers are…

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Marketing departments are understaffed, overworked and required to do quantitative and creative work. No wonder marketers are struggling. How does Erin Collis deal with the variety of tasks all marketers face? What can leaders do? F. Scott Fitzgerald is credited with saying “The test of a first-rate intelligence is the ability to hold two opposed […]

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