A/B..N / MVT testing is many marketers' favourite pastime, however, if your company isn't structured to support optimisation then your test program can easily become a waste of time and money. Part of the problem stems from the amount of misinformation that makes people believe it's...

In this post we'll look at popular marketing activities that could be having a detrimental impact on your business and why looking at economic policies and the reason they fail can help us understand the reason why. Henry Hazlitt was a philosopher, journalist and economist,...

On the 24th June, the UK nation woke to the news that the country had voted in favour of leaving the EU. This was mostly a surprise. The financial markets and sterling had rallied the night before, confident that the UK would stay. But why the confidence, what did they know? The...

Client-side testing tools render content and URL redirects on the client (browser), which will cause a small deterioration in user experience. This deterioration will vary but as marketers, we accept this based on the advantages we gain from rapid execution compared to working with...

This is a quick tip for Adobe Target users when creating redirect tests/offers. It's possible (as I discovered) that one day you need to redirect to the same page you have an A/B test running. An example could be, adding parameters to your Control URL which is then used by another...

I've been using Hotjar pro for a few months and felt it deserved a review. Before I get started let's take a quick look at what Hotjar does with some added commentary from my experience of using the product. Hotjar feature set > Heatmaps Heatmap reports allow you to toggle...

If you search on Linkedin you'll see that Digital or Web Analytics is the de facto title/department name for many of us, but is the phrase misleading? First off, what is Digital Analytics? Judah Phillips wrote the book Building a Digital Analytics Organization and describes it...

Have you ever wanted to add one of those popup windows that disable the page content and make you acknowledge an offer when you try and exit? The popups are called 'modal windows' and according to Wikipedia: 'A modal window is a graphical control element subordinate to an application's...

Personalisation is up there with some of the top digital marketing buzzwords, but how do you do it? Let's be honest, unless you're Amazon it's unlikely people are logging into your website when they visit, so you have no idea on age, gender, purchase history, etc and you might not...

If you had to sum up in a few words how to analyse for optimisation it would be this: know your visitor. Knowing nothing in an anonymous visitor environment would equal a spray and pray optimisation approach. Observing visitors and how they differ will facilitate the formulation...