Just Measure It: How Measuring and A/B Testing can Unfuck your Marketing | Dennis van der Heijden
Explicit content warning
03/22/22 • 25 min
Do you want to know why your website isn’t performing as well as you hoped?
Dennis van der Heijden, Founder and CEO of Convert.com, warns marketers that neglecting to measure performance could send your business down the crapper...
Alright, maybe he didn’t say those exact words... but he did raise some important points around measuring and A/B testing. Don’t be fooled into thinking that measuring performance is only for businesses with tonnes of traffic! It isn’t. You should still measure even if you don’t get a lot of traffic.
Find out why in this episode of Marketing Unfucked featuring my special guest, Dennis van der Heijden. I promise that by the end of this episode, you’ll be ready to start experimenting and making data-driven decisions to help unfuck your marketing.
In this episode:
· 00:35 – The consequences of not measuring the effectiveness of your marketing and ‘going blind’
· 01:33 – Dennis shares some intriguing examples of times when marketers are going blind but pretend that they aren’t
· 03:52 – Why you should be willing to keep trying and learning as you go
· 04:49 – The ‘right’ approach to unfuck your marketing and why you should trust ‘the hunch’
· 05:33 – The value of quantitative measurement and how big brands (like Amazon and Netflix) have perfected their approach
· 07:54 – How to measure if you haven’t got a lot of traffic (yet!)
· 10:24 – The first steps to accurately measure your marketing
· 12:15 – Why you need to set a ‘big goal’ before you start A/B testing
· 14:36 – Dennis reveals a simple starting strategy to help marketers measure effectively
· 15:57 – Why you should try to learn something from your failed A/B tests and experiments
· 20:50 – Dennis talks about why people aren’t measuring
· 24:30 – What you stand to lose if you don’t measure
If you enjoyed this episode and want more insider tips to help you unfuck your marketing and run a business that gives a shit, please subscribe to the Marketing Unfucked podcast.
Resources
Do you want to know why your website isn’t performing as well as you hoped?
Dennis van der Heijden, Founder and CEO of Convert.com, warns marketers that neglecting to measure performance could send your business down the crapper...
Alright, maybe he didn’t say those exact words... but he did raise some important points around measuring and A/B testing. Don’t be fooled into thinking that measuring performance is only for businesses with tonnes of traffic! It isn’t. You should still measure even if you don’t get a lot of traffic.
Find out why in this episode of Marketing Unfucked featuring my special guest, Dennis van der Heijden. I promise that by the end of this episode, you’ll be ready to start experimenting and making data-driven decisions to help unfuck your marketing.
In this episode:
· 00:35 – The consequences of not measuring the effectiveness of your marketing and ‘going blind’
· 01:33 – Dennis shares some intriguing examples of times when marketers are going blind but pretend that they aren’t
· 03:52 – Why you should be willing to keep trying and learning as you go
· 04:49 – The ‘right’ approach to unfuck your marketing and why you should trust ‘the hunch’
· 05:33 – The value of quantitative measurement and how big brands (like Amazon and Netflix) have perfected their approach
· 07:54 – How to measure if you haven’t got a lot of traffic (yet!)
· 10:24 – The first steps to accurately measure your marketing
· 12:15 – Why you need to set a ‘big goal’ before you start A/B testing
· 14:36 – Dennis reveals a simple starting strategy to help marketers measure effectively
· 15:57 – Why you should try to learn something from your failed A/B tests and experiments
· 20:50 – Dennis talks about why people aren’t measuring
· 24:30 – What you stand to lose if you don’t measure
If you enjoyed this episode and want more insider tips to help you unfuck your marketing and run a business that gives a shit, please subscribe to the Marketing Unfucked podcast.
Resources
Previous Episode
Why you need a Content Audit | Lauren Pope
When was the last time you invested in a content audit for your website? A good content audit will help you decide which content to keep, re-write, update, or delete. If you keep convincing yourself that a content audit isn’t necessary, this episode of the Marketing Unf*cked podcast will change your mind.
My guest in this episode, Lauren Pope, is an independent content strategist who knows how to help marketers like you get the right content to the right person at the right time. She shares insider tips on how auditing your content can improve your accessibility, authenticity, and sustainability.
Listen in to find out how performing a content audit can unf*ck your marketing and stay tuned until the end for Lauren’s top three tips to make your content more user-friendly, accessible, and inclusive.
In this episode:
· 00:29 – Why marketing professionals need to focus more on doing less and sustainability
· 01:09 – How to be more sustainable when it comes to your content strategy
· 02:25 – How user research helps marketers slow down and become more sustainable
· 03:58 – Why it’s important to carry out a content audit and make sure your content is always relevant
· 06:14 – What to look out for when running a content audit on your website
· 07:28 – How auditing your content can improve your authenticity and sustainability
· 08:56 – How content audits can help determine if your website is accessible and inclusive
· 09:34 – How deleting irrelevant content will impact your SEO
· 11:27 – Tips for building a content strategy following an audit
· 13:00 – How Lauren builds a content strategy from start to finish
· 14:03 – How to make sure you’re delivering the right solutions for the user while also considering company stakeholders
· 15:11 – The consequences of not auditing and strategically thinking about your content
· 16:07 – Lauren shares some stories that’ll make you think twice about skipping your next audit!
· 18:26 – Three things you can do to make your content more user-friendly, accessible, and inclusive
If you enjoyed this episode and want more insider tips to help you unfuck your marketing and run a business that gives a shit, please subscribe to the Marketing Unf*cked podcast.
Resources:
Next Episode
How Data Privacy Rules force us to get back to basics | Derek Lackey
What is the key role of marketers today? Is it to generate leads for the sales team, or strategically position the company to win? Discover the answer in this episode of Marketing Unfucked featuring my special guest, Derek A. Lackey.
Derek is the Managing Director of Newport Thomson, a company that seeks to assist marketers to update their data practices to comply with new privacy and data protection laws around the world – including the new privacy regulations in Canada.
Tune in to learn how to market to consumers while respecting their data and privacy. You’ll also find out why Derek believes that the secret to unfucking our marketing starts with respecting your customer’s data and privacy.
In this episode:
· 00:25 – Derek shares why marketers have become digital executioners rather than strategic marketers
· 01:21 – Why the key role for marketers should be to strategically position the company to produce results
· 04:50 – Why companies should consider dividing marketing from digital marketing teams
· 06:22 – How marketers can gain consumer’s consent
· 07:32 – Derek talks about Canada’s new privacy regulations and how it will impact how we market to consumers
· 10:50 – The problem with the lack of creative thinking in digital advertising
· 12:57 – Will personalized marketing have a place in the future of digital advertising and marketing?
· 15:31 – Derek shares his top tips for marketing in Canada in light of the new privacy regulations
· 17:04 – The best consent management tools for marketers
· 19:40 – How better consent management can help increase consumers' trust in a company
· 21:25 – Why more companies need to use legitimate interest
· 25:37 – How legal oversight can damage your customer relationships
· 27:34 – Derek reveals how he would fix the problem with today’s marketing industry
If you enjoyed this episode and want more insider tips to help you unfuck your marketing and run a business that gives a shit, please subscribe to the Marketing Unfucked podcast.
Resources:
· Connect with Derek on LinkedIn
· Follow Marketing Unfucked on LinkedIn
· Cassie
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