CXL - Bye bye, Google Optimize

TODAY'S HOST

Merritt Aho, CEO at CXL

Oh Google Optimize, I do not mind seeing you GO.

Your senseless session-based metrics just didn't win me over.

I don't want to know how many times control and test variants caused different return visit rates, thereby distorting performance.

I wish I could take back all the times I tried to explain this abstract possibility to people, only to have blank stares reflected back.

How you defied attempts to measure SRM.

How your anti-flicker snippet destroyed the load performance of half the internet.

How your black-box statistical engine was a warm blanket to all who hate it when analysts confuse the world with p-values.

I will not mourn you. I only hope that your reincarnation into GA4 be a slow one and, perhaps, a better attempt.

Connect with Merritt on LinkedIn.

Table of contents:

1. Google Analytics 4 Pre-Implementation Course

2. Get featured in Growth Notes

3. Building the Greatest Swipe File
4. CXL Community
5. The CXL Guide to Storytelling
6. CXL Talent Program

7. How to Create an Optimized Experimentation Strategy: The ResearchXL Model

YOUR WEEKLY DOSE OF MARKETING UPDATES

1. Google Analytics 4 Pre-Implementation Course

If you use Google Analytics, this new course should instantly become a priority for you.

Google is pulling the plug on old Google Analytics on July 1.

Lots of companies will have to completely switch their analytics setup to GA4.

Starting July, no new data will flow into your GA setup.

6 months later, you’ll lose access to your historical data too. The whole system will be shut down.

Rushing to implement and migrate to GA4 without a proper preparation is a recipe for disaster.

You’ll have costly delays and your business goals won’t be measured properly.

We've teamed up with Cory Watson, an analytics expert, to deliver the most in-depth training on what a team switching to GA4 should know to make their implementation successful.

Check out the course here.

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

Your current marketing funnel is nothing like the traditional, lineal funnel, where each stage in the customer journey is clearly mapped out.

Now, would you rather optimize the path your visitor will actually take, or optimize the path you think he should take?

A real funnel has multiple touchpoints and obstacles at each stage. And, to guide a person from prospect to customer, your marketing has to fit their needs right where they are.

This playbook will help you exactly with that.

Get your playbook on how to create a marketing funnel by responding to customer behavior.

5. The CXL Guide to Storytelling

Storytelling is a powerful tool and art form. Done right, it engages, captivates, builds connection, cultivates community, generates social proof, and grows your audience.

But not every story is created equal. Good storytelling crafts stories that meet your target audience, right where they are in their journey.

To help you achieve that alignment between storytelling, customer journey, and each funnel stage, we've published the CXL Guide to Storytelling.

It will help you understand exactly what makes a good story, and how to tell it.

Read the entire article.

6. CXL Talent Program

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

Learn more about CXL Talent Program here.

7.  How to Create an Optimized Experimentation Strategy: The ResearchXL Model

Experimentation shouldn’t be left to chance; if you’re committed to data-based customer experiences, you need to have a clear and well-researched testing strategy.

Emma Travis, strategist at Speero explains what the ResearchXL model is and how it sets you up for experimentation success.

A good customer experience optimization (CXO) strategy relies on A/B testing, but testing shouldn’t be random.

While it’s tempting to dive in with one of the myriads of available tools, don’t start testing until you have clarity and insight into your users' FUDs (fears, uncertainties, and doubts) and the current barriers in your user experience.

Focus on a detailed research methodology and solving genuine problems for your users. This way, you’ll build confidence in testing and to identify customer needs and conversion points that both serve them and your biz.

Read the article.

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