How do you achieve the right balance between activities that generate ROI with long-term brand building activities? How do you use past learnings and competitor positioning to make the right strategic decisions?

These are typical concerns I hear from CMOs and directors of digital marketing on a weekly basis.

If you think about it, the answers to these questions are not as straightforward as one would imagine – they are sophisticated and thought-provoking.

Can we use Artificial Intelligence (AI) to improve the user experience on a website and thus impact the site’s conversion rate?

It seems that many products try to mention that they use AI as a unique feature that makes them different from other competitors.   

However, many AI methods are always confounded with machine learning methods. 

If a decision-maker is convinced about conversion rate optimization and the potential impact it can have on their business, then the next question is how much does it cost.

Sales staff might disagree with me, but I like to get the price discussion out of the way right away. I cannot tell you how many times I sat through sales presentations to end up walking away because the price was out of my range.

There are two elements when it comes to price: affordability and value. If I cannot afford something, and there is no way to figure how to …

One of the questions you should deal with in CRO is the impact a particular page (the homepage for example) or class of pages (product or category pages) on the overall website conversion rate. The answer to that question determines the impact of optimizing that page on your bottom line.

Most of the conversion optimization work that I see nowadays is an over-architected usability fix deployed as AB tests.

Coming from a development background, I made sure that we hire some of the best developers to work on FigPii – the platform has been the internal tool we use to conduct our CRO projects.

But I had an issue with one of our senior developers. As he starts working on a new feature, he will review all the previous code and come up with better ways to write it. He will refactor the code and clean it up. And he will do this again and again.

With every new feature he worked on, we ended up with a better-written …

I have been a fan of the work from Basecamp for a long time. Started using some of their products back in 2006, read all the books they published and tried to implement some of their suggestions at Invesp.

Ayat mentioned that Jason posted recently about a new position at Basecamp – a head of marketing. So, before reading the job details and what it entails, I thought to myself, if I were responsible for hiring a “head of marketing” at Basecamp, what would I ask him to do?

This would also make for an interesting case study away from many of the …

I still recall the early days of running conversion optimization projects. Clients would come in with horrible websites, outdated designs, and never had paid any attention to usability.

You make a few fixes and test them against the control. And BAM! You have an amazing increase in conversions.

For most websites, long gone are these days.

Sites are well designed. Most good designers understand fundamental usability principals. Most websites have the basics covered.

The good news is that we can now focus on more pressing conversion issues. The bad news is that it takes significantly longer to …