Digital Analytics

How to Segment A/B Test Results to Find Gold

You run an A/B test, and it’s a winner. Or maybe it’s flat (no difference in performance between variations). Does it mean that the treatments that you tested didn’t resonate with anyone? Probably not.

If you target all visitors with the A/B test, it merely reports overall results – and ignores what happens in a portion of your traffic, in segments.

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Do Review Stars on Google Help Click-Through Rate? [Original Study]

You know when you search for something on Google sometimes you see review stars next to a search result?

Like here:

Does it work to attract more clicks?

Inspired by our study Which Types of Social Proof Work Best?, we set out to quantify review stars as a way to increase click-through rates (CTR) in search engine results pages.

What kind of improvement in CTR can we get from including review stars in search engine results, if any? What does that mean for application in your business? We attempt to answer these questions with hard data in this CXL Institute study.

Our research was performed in collaboration with Belron® International, a automotive glass replacement and repair group.

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How to Structure Your Optimization and Experimentation Teams

It’s important to know the most efficient way to arrange your optimization team to ensure their productivity and yours.

But what’s the best way to structure your team? Should optimization folks be in a separate team? Or under product teams? Or marketing?

There’s several different ways, and choosing which one works best for your company can be challenging. Here’s a rundown of the frameworks, their functions, and the benefits and challenges of each.

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5 Hardest Things in Conversion Optimization

Conversion optimization is hard; it’s constantly changing and you need to know a lot about a lot. Keeping up with the technology changes and managing business’ expectations can be tricky.

Here’s what some of the top experts in the field are saying about the top challenges in conversion optimization.
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How to Analyze Your A/B Test Results with Google Analytics

A/B testing tools like Optimizely or VWO make testing easy, and that’s about it. They’re tools to run tests, and not exactly designed for post-test analysis. Most testing tools have gotten better at it over the years, but still lack what you can do with Google Analytics – which is like everything. Keep reading »

Product Analytics: A Comprehensive Guide to Using Data for Better Product Decisions

I remember the first time that a client told me how much analytics had helped their business.

They were able to increase their sign up rate for their product by 22% while reducing their marketing costs. It wasn’t magic or fancy tactics. They simply used their analytics data to make informed decisions.

They didn’t have to guess or take huge bets. They knew exactly what was working and what they needed to do more of.

This is power of analytics and more specifically, product analytics.

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How to Avoid Being Deceived By Data

From the outside, it seems like data is impartial. It’s cold, objective, accurate.

In reality though it’s more complicated. In the hands of someone with an agenda, data can be weaponized to back up that viewpoint. Even in the hands of someone benevolent, data can be misinterpreted in dangerous ways.

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5 Questions to Ask When Approaching Digital Analytics Data

It’s all about asking the right digital analytics questions.

Sure, in the right context, you can probably get by doing what Avinash Kaushik refers to as “data puking,” but you won’t excel as an analyst or marketer that way.

In addition, you’ll consistently come up short on bringing true business value to your company.

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Live Course: Google Tag Manager Fundamentals

Announcing our next live online course: Google Tag Manager Fundamentals with Chris Mercer.

Learn GTM to 10x your effectiveness as a marketer
by giving you power and control over your data measurement.

Our 4-week, 8 live class intensive training program will give you

  • A knowledge of how to use Google Tag Manager to deploy third party tracking scripts.
  • The power to set up tracking without having to rely on a developer.
  • A system you can immediately use to make sure all of your tags (HotJar, Optimizely, Mixpanel, etc.) stay organized.

The course starts January 24th.

Full info and enrollment here