Shanelle Mullin

Shanelle Mullin

Shanelle Mullin previously did content and growth at CXL. She’s a jill-of-all-trades marketer with a 12-year background in growth and content marketing.

Audience Segmentation: Where Do You Start?

As Peter Drucker famously wrote, “The aim of marketing is to know the customer so well the product or service fits them, and sells itself.”

In conversion optimization, we talk about the importance of knowing our customers a lot.

But we rarely talk about the process of strategically segmenting our audience so that our products and services can sell themselves.

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Propensity Modeling: Using Data (and Expertise) to Predict Behavior

C.F. Kettering once said, “My interest is in the future because I am going to spend the rest of my life there.”

When we look at data and analytics, we’re focused on the past. How did we do last quarter? What happened H1 2019? And how does that compare to H1 2018? How well did landing pages X, Y, and Z convert last Monday at 1:03 p.m.? (I’m kidding, I’m kidding.)

Data becomes more valuable when we use it to predict the future instead of just analyzing the past. That’s where propensity modeling comes in.

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User Onboarding

There’s a popular user experience quote: “A user interface is like a joke. If you have to explain it, it’s not that good.” While clever, that statement is far from true.

User interfaces shouldn’t be complicated, but you can’t expect a new user to understand a new interface without any direction. Similarly, you can’t expect an existing user to understand an updated interface or a new feature without any help.

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Email Testing: Going Beyond Open Rate and Click Rate

Email is one of the few marketing channels that spans the full funnel. You use email to raise awareness pre-conversion. To stay connected with content subscribers. To nurture leads to customers. To encourage repeat purchases or combat churn. To upsell existing customers.

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Wireframing

Copywriting and UX go hand-in-hand.

Think about it. Design and copy add up to equal the user experience, right?

If either element falls short, so does the overall UX. So, it just makes sense that copywriters should have an understanding of UX and design basics.

That starts with wireframes.

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Out of Stock

What happens when ecommerce sites run out of stock? Cue crowds of angry (would-be) customers and the burning of a big pile of money.

Ok, it might not be that bad, but it’s certainly never good. Fortunately, there are steps you can take to mitigate the negative impact.

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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 in 2016  and 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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