CXL - All Things Data-Driven. Conversion Optimization Blog

How to Build and Structure a Conversion Optimization Team

The initial phase of establishing an optimization practice at any organization is an exciting time. Big wins often accompany putting companies and careers on an upward trajectory.

But it can also be a real challenge knowing where to start and how to lay a solid foundation with the potential to transform the business. How you structure your team might be the most important part of this.

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Google Optimize

Chances are, you’ve heard of Google Optimize by now. It’s Google’s solution for A/B testing and personalization. It launched in beta last year, which left optimizers around the world waiting in line to try it out. Now that it’s out of beta, you can give it a try without the wait.

But what can you expect? How do you configure it properly? How do you run your first experiment?

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While SEO and PPC are saturated markets that are getting harder and harder (while PPC costs keep rising), the conversion optimization market is just growing and growing. It’s a market where most competitors are good friends and openly sharing everything – there’s plenty of business to go around for all of us.

If you’re a digital marketer and are looking to specialize in CRO, watch this video where the optimization legend Craig Sullivan shares his thoughts on the topic:

If you enjoyed this video and want to learn to start and grow your CRO business, check out CRO Agency Masterclass live course with Craig Sullivan.

How to Choose Digital Marketing Channels for Long Term Growth

How you decide to invest in marketing channels can make or break your business.

That sounds like an obvious statement, but not a lot of people think about it critically. Rather, marketers get trapped in the fervent anxiety of needing to be everywhere at once. This is both ineffective and stressful.

It doesn’t help that there’s a new blog post out every day about how you’re missing out on [X] and this company is killing it by doing [Y]. FOMO is real.

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Growth Process

Sean Ellis coined the term “growth hacking” way back in 2010. Since then, the term has taken on a life of its own.

It’s the focus of dozens of books, new roles, new departments and teams, new methods of thinking, hundreds of articles, hundreds of guides, hundreds of webinars… you get the idea.

Yet, it still feels very elusive. High-growth companies simply have something most companies don’t, right? Some secret growth hack or silver bullet that skyrocketed them to household names.

Wrong. The truth is, they simply had a solid growth marketing process.

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Good Survey Questions: Master the Art of the Ask

“Surveys are the most dangerous research tool,” says Erika Hall, author of Just Enough Research. “If you write bad survey questions, you get bad data at scale with no chance of recovery.”

With people’s attention spans getting shorter, there is growing pressure to make surveys lean. More and more people are taking surveys on their phones and if the survey is too long, they drop out.

How can we make the survey short and still get the information we need?

By writing better questions.

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