Shanelle Mullin

Shanelle Mullin

Shanelle Mullin does content & growth at ConversionXL. She writes on optimization and content marketing.

Swearing in Copy

Can you remember the last time your parents scolded you for swearing?

Throughout childhood, we’re conditioned to believe that swearing is inappropriate and crass. You could offend someone, it makes you seem uneducated, it’s unprofessional in the workplace… the list of reasons we’ve been told not to swear goes on and on.

But how bad is swearing, really? Is there a chance that it could be beneficial in business and optimization? As with most things people have told you that you absolutely should not do, there’s a chance you should be testing it.

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Personalization

In his famous novel, 1984, George Orwell wrote, “Big Brother is Watching You.”

When you’re browsing around online, someone is watching you, too. Actually, a lot of someones. Sites collect plenty of data about each and every visitor that passes through. “The more data, the better,” they say.

But you’re already well aware of that because all smart optimizers are watching their visitors (and customers) as closely as possible.

All of that data is now being used for website personalization in an effort to increase conversions. But, by their own admission and according to consumer opinion, it seems that companies are getting personalization all wrong.

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m(Dot) vs. Responsive vs. Adaptive

Every once in a while a big debate comes along in the conversion optimization industry. There was the carousel debate, the hamburger menu debate, the above the fold debate, etc.

Recently, optimizers have been debating a new question: Which mobile design is best for optimizers?

Is it m(Dot) design, responsive design or adaptive design? All three options have their unique pros and cons as far as UX and SEO go, but which is most suitable for someone running experiments and tests on the regular?

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Web Analytics Analysis

For an optimizer, these are words to live by: “Without data, you’re just another person with an opinion.” [Tweet It!]

Optimization isn’t about educated guesses and hunches, no matter how many years you’ve been in the industry. It’s about doing the research, asking the right questions, digging for clues in problem areas, paying attention to the signs when they appear, and running smart A/B tests.

Web analytics analysis is a big part of that. It helps to separate the optimizers from just another person with an opinion.

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Innovative Testing

Most people stick to one end of the testing spectrum, which is where iterative testing falls. Why? Likely because it’s the most talked about, the most publicized.

However, there is another end of the spectrum to explore, which is where innovative testing falls. Understanding one without the other is a disservice to yourself, your colleagues and your boss / clients.

A solid testing program includes the full spectrum.

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High Velocity

Mark Zuckerberg famously said, “Move fast and break things. Unless you are breaking stuff, you are not moving fast enough.”

Since then, startups and growth marketers have latched onto the statement. “Move fast and break things” has become a way of life, an ideal for aspiring entrepreneurs who just want to hustle all day, hustle all night like Gary Vaynerchuk.

But how true is that statement, which Mark made many, many years ago?

Does it apply to testing and experimentation? The philosophy of high velocity testing, made popular by a number of different testing and growth experts, certainly makes the case that it does.

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Social Commerce

Seth Godin once said, “You can use social media to turn strangers into friends, friends into customers and customers into salespeople.” [Tweet It!]

Strangers into friends? Of course. Friends into customers? Yep, it’s relatively easy to promote your site (where followers and friends can make a purchase) on social media. Customers into salespeople? Sure, read up on NPS.

But with the introduction of social commerce, which allows friends to become customers on social media sites (without making the trip to your site), we’re taking Seth’s thoughts to a whole new level.

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Buyer Modalities

As optimizers and business owners, you’re striving to better understand your audience. Who visits your site? What are they looking for? What will make them convert to paying customers?

To help answer these questions, buyer modalities were created to help categorize visitors and their purchase behavior. The only problem?

Buyer modalities are meaningless and personality models as a whole are extremely difficult to apply to online marketing and optimization.

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Templates

Why do the work when it’s already been done for? That’s the question business owners and marketers are asking before they hit “Purchase” on a $30 website template.

Thousands, if not millions, of people turn to website templates to make the design process more efficient. But there’s something almost no one is talking about…

Website templates are not optimized for conversions. That’s your job. [Tweet It!]

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