Google Website Optimizer

“Landing Page Optimization” by Tim Ash: A Review of the 2nd Edition

Cardinal Path blog post

Back in 2008, I read the 1st Edition of Tim Ash’s “Landing Page Optimization – The Definitive Guide to Testing and Tuning for Conversion.” Since then, I haven’t found a more comprehensive book on the topic. For years, I kept it on my desk for reference. Recently, I picked up the “fully revised” 2nd edition. … Read Full Post

Goodbye WebShare, Hello Cardinal Path!

Cardinal Path blog post

Six years ago we started WebShare with the singular goal of passing on the knowledge and skills we had acquired in Internet marketing to our clients and partnering with them to take their digital strategy to the next level.Over the years we’ve been fortunate to experience tremendous growth that has allowed us to continue to … Read Full Post

Online Marketing: How to Prevent Your Own Biases From Leading You Astray

Cardinal Path blog post

Not long ago, I wrote some posts on psychological biases. The crux: knowing your customers’ biases can help you create messages that truly resonate. But there’s an interesting flip side. Because as marketers, we’re equally biased. We tend to assume our customers will share our own feelings and beliefs. Biases such as False Consensus and … Read Full Post

Google Website Optimizer and Google Analytics – Interpreting the Data

Cardinal Path blog post

Previously, I wrote a blog post on how to integrate GWO data with GA using custom variables. The ultimate goal of the integration was to look at metrics other than just conversion rate. For example, using the e-commerce reports you may find that one of the losing variations generated significantly more revenue than the winning … Read Full Post

Why I'm No Longer a "User Advocate"

Cardinal Path blog post

For years, I believed my mission as a usability professional was to act as a user advocate. In fact, “User Champion” was once part of my official job title. At the risk of sounding sacrilegious, I now believe this concept is wrong-headed. If you position yourself as an advocate for the user, you will often … Read Full Post

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