Execution over data (+ juicy holiday offer)

TODAY'S HOST

Merritt Aho, CEO at CXL

I worked as a CRO for 11 years. As a CRO, I cared an awful lot about statistics.

About the many, many ways one could misuse them.

About the difference between what they actually meant and how people understood them.

About how to wield them as a weapon for optimal experimentation and decision making.

I must admit that as a CEO, I prefer that my team not spend too much time trying to learn statistics. All the data is imperfect anyway. Error precision is a luxury most of us can't afford.

Instead, I want them focused on thoughtful experiment planning and measurement. Even more than that, I want fast, efficient experimentation. Test, decide, iterate.

I'll sweat over the statistics when we're kung fu masters on the execution side.

Connect with Merritt on LinkedIn.

YOUR WEEKLY DOSE OF MARKETING UPDATES

1. Holiday Offer: Split the Cost with a Study Buddy

Woah. End of year already? It's time for our holiday offer and this one's gonna be different, and better.

Sign up for any CXL subscription plan by the end of year via this link and get +1 seat for free.

You can either:

• Split the cost with a study buddy (learning in pairs is proven to improve consistency and results)
• Enroll first 2 members of your team and pay just for one

Regardless, you can ask your boss to pay for your training using this pitch deck we made for you.

Here's also a reminder of everything you get with CXL subscription:

• Access to +140 courses on CRO, analytics and marketing
• 10 Minidegrees covering major topics 
• CXL community with +2,500 playbooks, peer support, expert advice and exclusive events
• Certificates to show-off and drastically improve your hiring chances

Ready to become great(er) at marketing in 2023?

Claim this offer until the end of 2022 and get +1 seat for free. Only available via this link.

2. Get Featured in Growth Notes

Your last real competitive advantage is constant innovation through experimentation at speed.

Submit your experimentation case studies and we will share them with our audience...

• Newsletter (+120,000 readers)
• Social media (+20,000 followers)

Case studies like the one you're about to submit help us educate more marketers on how to achieve speed through experimentation and win.

We will feature the best case studies across all of our channels and pay credits to you.

Submit your case study here.

3. Building the Greatest Swipe File

Join us in building the greatest swipe file there is. We will feature the best ads across our different channels with credits to you:

- Newsletter (+120,000 readers)
- Social media (+20,000 followers)

You can submit ads you've created but also the ones others did. We'll pay credits to you anyway for contributing to the marketing community.

PS. You can also submit content pieces beyond ads, like landing pages, organic social content, etc.

Submit your ads here.

4. CXL Community

Bounce rate is a largely misunderstood metric. It's taken as an indicator of success and page effectiveness, but it's also simplified far too much. 

Although the heuristic is that a high bounce rate is bad and a low one is good, that's not always the case. It depends a lot on context, and on accurate tracking.

Understanding bounce rate properly requires asking deeper questions, and thoughtfully looking at the purpose of each page.

Knowing what you're trying to achieve with a particular page is the first step in knowing your bounce rate and using it to make informed decisions regarding content marketing, paid acquisition, SEO, and CRO.

Get your playbook on how to reduce bounce rate.

5. 13 Essential Digital Marketing Metrics & KPIs to Measure Performance

Marketing metrics are a competitive advantage. They allow you to create and optimize campaigns based on actionable evidence rather than intuition. 

But to turn data into insights and money, it’s not enough to simply collect information. You have to track metrics you can act on. 

In this article, you’ll learn which metrics to measure if you want to understand and improve marketing performance.

Read the full article.

6. CXL Talent Program

We help you hire talented, CXL certified marketers outside US in less than 100 days. Salaries starting at $40k.

Learn more about CXL Talent program here.

7. Free Experimentation Maturity Audit

Running a testing program is only the start. You have to get C-level buy in, increase velocity, and watch out for the right metrics.

To truly scale your program and drive growth you need to build a mature experimentation program.

The first step toward this is completing an experimentation program maturity audit. You can do one for free at Speero.

Speero’s maturity audit analyzes your business across four pillars of experimentation: 

• Strategy and Culture
• People and Skills
• Process and Methodology
• Data and Tools

End of year is a great time to take a step back and assess how your flywheel is spinning.

Do the quick survey audit (link below), and get a full report deck in your inbox after which you can use to show your team where you are and where you are headed.

Do your survey audit.

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