Category: Experimentation & Analytics
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Google f@$%*#! tag manager
Google tag manager’s job is to track things that happen in your application and send them to other applications, like Google Analytics, for analysis. You could use Google analytics on its own. Tag manager becomes useful when you also want to send the same information to other tools for analysis. Instead of tracking the same…
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Marketing Analytics
This post will show you how to use Google Analytics to understand where your traffic is coming from and what your conversion rate for each source of traffic is. How Google Analytics Buckets Your Traffic# To make sense of your analytics you must understand that there are 9 default types of traffic. I prefer to…
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1000 Transactions
You need about 1000 transactions per month before it makes sense to invest in AB testing. A transaction can be anything you want to improve: a purchase, a page view, a download, a click, a new lead, a phone call, whatever you want to improve. For example, if you want to improve sign-ups to your…
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AB testing for small businesses
AB testing is interesting because it promises objectivity. You run a test, one variation performs better, there is a winner and a loser, people’s opinions no longer matter, life is simple. But then comes the AA test… To set up an AA test you run a regular test but with the exact same website in…
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Nothing else matters
This company called Marketing Experiments put together a formula for calculating the probability of conversion: Conversion = 4 motivation + 3 value prop + 2 (incentive – friction) – 2 anxiety It’s just a heuristic for the relative importance of different factors that go through people’s minds when they buy something. The point worth highlighting…
Josh Pitzalis 