In digital marketing, there is a constant drive for innovation—not only for clients but also from competitors and in the new technology available in this field. One such “tool” that has taken center ...

Marketers often focus on the various components that make up direct mail pieces—graphics, copy, choice of mailer and the like—and ignore the grittier details of campaign tracking. However, it is this ...

What is A/B Split Testing? A/B split testing is the process of creating one (or more) variants of a webpage with one element tweaked to identify which works better at driving sales or engagement. A/B ...

I first began to hear about split or A/B testing where they are most used, through online marketing tools like Leadpages and Mailchimp. If you’re unfamiliar with the term, Wikipedia defines it most ...

While channel surfing a while back, I came across the “National Dog Show,” a TV program where dogs of all shapes and sizes are paraded around by their handlers, and then poked and prodded by judges ...

A/B testing is nothing new. So why do so many businesses still fail to do it? Conducting online A/B and multivariate testing is nothing new. The practice has been around for decades now, with Google ...

It's nice to have many people visit your Web site. It's even better when people don't just come to your site, but also enjoy your content. But, best of all is when visitors to your site do what you ...

You can attract traffic to your website and keep customers satisfied while dealing with friction, whether negative or positive. Often times this comes as a result of landing page friction -- a barrier ...

A long-awaited feature will soon start rolling out on YouTube for creators. YouTube has announced that it has been testing a new feature called "Test & Compare," the company's name for what is ...

In last month’s column, Pitfalls of Paid Search, Part 1, I raised the question of whether A/B Ad split testing, taken to the extreme, can be detrimental to ad group performance. Using the example of ...