Shanelle Mullin

Shanelle Mullin

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

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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UX Mistakes

Have you ever wished for a tap to call button on a mobile site? Or struggled to tap a tiny link? Have you ever wondered what would happen after you clicked a button on a site? Or, worse, wondered what to do next on a site?

If you answered yes to any of those questions, you’ve experienced a UX mistake. They’re more common than most people realize. Why? Perhaps it’s the curse of knowledge, ego or laziness. Whatever it is, it’s paramount that you learn to avoid (or fix) these mistakes.

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Mobile App Analytics

If you’re launching a mobile app, you’ve likely considered the differences between optimizing a simple site and a mobile app or game. But have you considered how the measurement and data analysis process will be different?

Without a definitive plan and deep understanding of the fundamentals, your mobile app data will get complicated quickly. There are new tools, new terminology, new reports, new rules for efficiency, etc.

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