Case Study: Mobile Email Capture
Not all A/B tests are about turning buttons red or green. Here's a quick rundown on one of the more interesting experiments we've run lately.
It’s Like Walking the Yellow Brick Road Without Ruby Slippers!
In The Wizard of Oz, the people living in Oz have never actually seen the Wizard. Yet he affects everything about how the city is run. Minus the Wizard, Oz would be a colorless town, not a destination that transforms lives.
Optimization is like Oz. It's a high ROI item with a definite, measurable return. You don't see it, but without it, your customer funnels will decline over time because you'll have no compelling competitive advantage: content, design and flow that stamp your website as unique, just like your product or service.
Make Monitoring Your Business Automatic
Unless you're analytical by nature, dealing with business metrics may seem mind-numbingly mundane or induce hair-pulling frustration. How much more exciting to focus on branding, business development, new products in the pipeline...
Yet the numbers tell the story. Knowing your metrics means understanding your business.