06 Feb

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Adaptive Multivariate Testing – Does It Work?

If you like tinkering with your website, then you have probably heard of A/B or multivariate testing. This is where you can quickly test new things on your website, such as copy, images, call-to-action buttons, placement, etc., and see which combination effectively leads to more conversions. A/B testing is essentially testing two versions against each […]

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10 Dec

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Conversion Value – You Need to Know This

So often we are concerned with the “big conversion” on the website, like purchasing something, for example.  We call this a macro conversion – it’s your ultimate goal.  But what about other activities, maybe not as valuable, but still worth something. We forget that marketing is basically broken down into these 3 pieces: Awareness, Consideration […]

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22 Oct

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Using Conversion Tracking in AdWords to Drive Real Return on Investment (ROI)

We just finished putting together a comprehensive online ad campaign using Google AdWords for a hospital in Chicago. We needed to create four campaigns centered around “heart attacks”, “heart disease” and other cardiovascular related topics. The set up work was kind of exhaustive as we scrubbed the keywords for searchability, effectiveness, competition, and average cost […]

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