WDMA

100% Guaranteed predictions – and several other opinionated guesses. Sure to entertain and amaze your friends. Give you more to talk about at the water cooler.

My friend at Forrester said, ” nicely put together, good insights, and easy to follow.”

“John. I just watched the video and made a lot of notes in between laughing out loud. You’re hitting the nail on the head. People get so wrapped up in gazing into the Big Data crystal ball that they forget the basics.” Tech Target magazine columnist.

Would love to hear your thoughts on it.

How to effectively A/B test in a way that drives long-lasting results

So, your company wants to increase revenue and adoption by making some marketing site tweaks. They want more conversions, more clicks, more shares, and more users. What do they tell you to do first? Well, A/B test! Compare two versions of a page, define a key goal (ex. clicks), and see if you get more clicks. But, does this actually work? Is it really the approach you should take? Let’s look at the data.

By nature, an A/B test is an experiment that assesses multiple (often 2) versions of a feature or page relative to a defined metric.

This article focuses on superficial A/B tests — the testing of cosmetic changes that distract teams from delivering meaningful customer value.

Continue reading “A/B Testing – You’re Doing It Wrong – Justin Baker”

Website optimization testing is becoming an increasingly common practice. It provides quantitative data that proves how making a change to your website will affect order conversion and revenue. I run a lot of tests across all my clients’ sites; my current average is around 400 a year. Collecting data from the past 3 years of testing, only 30% of those experiments were “wins” and positively affected revenue. If you flip that, then 70% of all tests run don’t provide a lift. That seems like a lot of wasted effort.

Continue reading “Loss Prevention: The Hidden Benefit of Split Testing”

In the Golden Age of Catalogs (80’s & 90’s) Catalog Age Mag commissioned Tracey Emerick and John Miglautsch to build the Catalog Management Institute.  The most popular part of that curriculum lives again!

According to the Direct Mail Association (DMA), response rates took quite the jump in 2016 with a 5.3% response rate to house lists and 2.9% to prospect lists.  These are the highest levels the DMA has seen since 2003.

…due to the saturation of digital marketing in the age we are living in, direct mail response rates have flourished compared to their online counterparts. Continue reading “Direct Mail Out Performs Digital”

Introduction to the WDMA – Starts with the greatest case study for Direct Marketing EVER.  Some discussion of what Direct Marketing means and why WDMA is your best source for Education, Conversation and Congregation.