Research Archive
Essays, teardowns, and operational checklists on conversion rate optimization, A/B test preparation, B2B software marketing, and qualitative customer research.
Software is a complex product: to make a sale you must not only solve a problem for a specific set of customers, but reach and educate them in the right sequence, with the right information, at the right stage of the buying cycle.
Just because you can launch a random A/B test in 20 minutes doesn’t mean you should. Here is the 9-step framework to formulate, score, and validate conversion hypotheses.
Analytics and conversion testing tell you what visitors do, but not why. Here are 11 practical qualitative voice-of-customer techniques to uncover friction.
A tactical teardown of paid search ads and landing pages for ShiftPlanning, Kronos, and Insperity, examining message match, CTA clarity, and social proof.
Examining the Adobe Digital Marketing Optimization survey findings on analytics adoption and conversion rate benchmarks across 1,800 marketers.
Why failing to collect qualitative and quantitative data—and failing to verify hypotheses through controlled experiments—is the costliest mistake in digital business.