All posts by Art

What Lessons Can SaaS Companies Learn From Pokemon GO?

Let’s get one thing straight: this is NOT just another “X things marketers can learn from Pokemon Go” or “How to launch your product like Pokemon Go” article. Lord knows there are enough of those around already. And that’s not even to mention the fact that Pokemon Go had virtually zero paid marketing before launching, as well as numerous issues involving broken servers, confused players and defective features when it did launch. Is that really the type of thing you want to actively emulate? With less than a month, at the time of writing, in the books it’s simply too early to…

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What Lessons Can SaaS Companies Learn From Pokemon GO?

Why Giving Customers What They Want is a Bad Idea

A while ago I came across a post on Reddit that got me thinking about giving customers what they want: The original post received almost 7,000 upvotes. That’s a lot of restaurant customers who just want to see the menu, hours and address. And, if you’ve ever visited one of those complex and meandering restaurant websites, you probably agree. Redditor QTheMuse says it best when he writes: But let’s look at things from another angle. Specifically, with a quotation attributed to Henry Ford prior to the construction on the earliest automobiles: “If I had asked people what they wanted, they would have said faster horses.”…

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Why Giving Customers What They Want is a Bad Idea

Is Bad CRO The New Black Hat SEO?

First of all, I need to give a shout out to a commenter on one of my previous articles who (in part) inspired this piece. The comment came from Mitch Rezman, and is as follows: Mitch actually raises two issues that I want to deal with separately. The first is whether or not CRO services […]

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Is Bad CRO The New Black Hat SEO?

Can Brands Ever Really Be Our BFFs?

This morning as I took two slices out of my packet of bread I noticed a large “FOLLOW US ON TWITTER” plastered across the side. “Does anyone see that and follow their bread manufacturer?” I wondered, as I put the loaf back. “Don’t forget to follow us on social media!” cried the packet of bacon […]

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Can Brands Ever Really Be Our BFFs?

How To Write Product Descriptions That Don’t Suck

Yup, most product descriptions stink. Often times they’re dull and rarely engage the visitor. Worst of all, they’re usually duplicate descriptions that are being used on other e-commerce sites all around the Internet. By having duplicate product descriptions you’re hurting your SEO rankings, effectively shooting your business in the foot. So when e-tailers are faced […]

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How To Write Product Descriptions That Don’t Suck

What the Queen Can Teach You About Email Marketing

In the UK there’s a quaint tradition of relatives applying for a congratulatory card from the Queen when family members reach their 100th birthday or diamond wedding anniversary. Even though tens of thousands of these cards are sent out every year – the cards use recipients’ full names and birthdays/anniversaries, so they really do look like the […]

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What the Queen Can Teach You About Email Marketing

What’s In Store For The Future Of Split Testing?

I started writing this post on October 21st (2015), also known as Back To The Future Day. For those not in the know, this is the day that Marty McFly and Doc Brown travel through time to—at the time of filming—the distant future. This seemed like a nice time to start thinking about the future […]

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What’s In Store For The Future Of Split Testing?

Just How Proven Are *Those* Proven CRO Tips?

In an article I wrote for Kissmetrics last month, I called for marketers and copywriters to be wary of so-called “best practices” and I believe you should treat CRO case studies with the same skepticism. Space constraints in that article prevented me from exploring the idea further, but I knew that I wanted to write something else […]

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Just How Proven Are *Those* Proven CRO Tips?

How’s Your A/B Testing Going… Post-Mobilegeddon?

Before I get into this post, I want to reinforce something that’s common knowledge and expand on why it’s important in the context of everything I’m about to write. People act differently on mobile compared to how they act on a laptop or desktop computer. I don’t think there’s anyone out there who would react to […]

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How’s Your A/B Testing Going… Post-Mobilegeddon?

The Changing Face Of Using Live Chat For Conversion

Live chat software isn’t anything new in the online world, but it’s still something that can be extremely valuable to customers and (as you’re about to find out…) for conversion. Making a phone call disrupts workflow—and often involves sitting on hold—and email response times can be slow, whereas live chat is fast and more personal. But […]

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The Changing Face Of Using Live Chat For Conversion