Growth Marketing Process

Growth marketing is predicated on experimenting with creative ideas supported by research and testing. Growth experiments contain research, analysis, execution, and testing. during this article, we’ll be discussing components of growth experiments. Peep Laja, CXL’s founder has explained the method of growth experiments. He has explained the perfect research process and testing strategy you ought to use to effectively run a growth experiment. He has also discussed the method of conversion research which may assist you to understand the conversion optimization research process. Conversion optimization is 80% and 20% experimentation. Peep has provided tons of data on how you’ll do conversion research and find the simplest solution of the matter which affects your website conversions. Conversion optimization is extremely important because it directly affects your lead generation. Finding the simplest solution to a low conversion rate takes tons of research and A/B testing. Instructor Ton Wesseling, a well-known conversion rate optimizer has highlighted some key points regarding A/B testing. He has explained the method of A/B testing intimately. Ben Labay has shown us how we will use statistics to know the info we receive from A/B testing campaigns. He explained all the concepts of statistics which are necessary for a growth marketer and conversion optimizer.

Research XL is a research process that incorporates six sorts of data sources to assist you to identify opportunities for conversion improvement. the primary step within the research process is to see your website for any technical issues. Collect data from your website and compare it for various browsers and check if there are any issues in conversion on different browsers or devices. you’ll actually collect tons of bugs and problems with UI/UX on different landing pages of your website with this exercise. you’ll also check for all technical problems with your website like slow page load speed, CTA button not working, and forms submission issues. These issues can have an enormous impact on conversions from websites and fixing them is that the initiative in Research XL.
Heuristic analysis is that the second step during this process during which we evaluate our website on the idea of relevancy, clarity, motivation, and fiction. We check our landing pages and their relevancy as per the merchandise or service we are offering, how clearly we are communicating our product or service to our website visitors, how we are motivating them to shop for that product or service from us, and that we attempt to get obviate the maximum amount friction as we will to encourage our users to attach with our service or product with minimum possible effort.
Checking digital analytics is that the third step during which explore our analytics account and check out to seek out any leaks in our funnel, segment-based analysis of user journey on the website, user’s actions on our website, the co-relation of these actions with the higher or lower conversion rate.
Mouse tracking and form tracking is that the fourth step during this process, during this step we attempt to review heat maps, actions taken by users on our website, how far down they’re scrolling, the difference of user interaction between devices, and session replays to see user behavior after landing on our webpage.
The fifth step is about qualitative research. during this step we attempt to collect data from our customers, their reviews, what they believe our website, how easy it had been to form a sale on our website, and what’s the one thing which nearly stopped you from buying from us. of these questions will provide us tons of qualitative data to figure with.
The last step during this process is user testing. during this process, we recruit users and ask them to perform key tasks on our websites. we’d like to know how users will use our website and the way we will improve the user experience.
Prioritization Framework contains six steps. It includes a research process that helps you identify all the issues your website has. The hypothesis process helps you to know the matter and categorize all the issues. Creating a treatment process helps us to make solutions for the issues we identified. In the fourth step, we’d like to check our solutions which we developed to unravel the matter and see if they’re actually solving the matter or not. Then we’d like to analyze the results of the tests which we did to unravel our problems and check if they resolved them or what proportion they need to resolve them. Follow-up experiments are a series of experiments that we’ll be conducting throughout the conversion optimization exercise. we’ll run many experiments so as to enhance our website’s conversion rate.

A/B testing throughout the years has evolved tons. In 1995 there wasn’t really A/B testing available, but instead, people were collecting behavioral data from log files and by the year 2000 there were meta tag redirects. These redirects weren’t ok because there was no cookie collecting some time past and it had been very difficult to gather data for A/B testing. In 2003 tools were developed for A/B testing, which we’re using cookies to track user behavior. Google optimizer in 2006 changed the face of client-side A/B testing and it helped people in running A/B tests. In 2010 A/B testing tools with drag and drop functionality came to the marketplace and attracted new people in A/B testing. In 2013 the rapid development within the client-side framework domain caused problems in running A/B testing campaigns. With new frameworks like React and Angular websites moved to single-page applications which made it difficult to check client-side. so as to run A/B tests we started embedding better testing solutions inside the frameworks to gather data effectively. AI-based solutions hit the optimization marketplace in 2016 and made it really simple to run A/B tests and obtain personalized and segmented data. In 2020 we face data quality issues with client-side testing using cookies alongside ITP and ETPs to trace users across different experiments. to unravel this issue we are now embedding, testing solutions at the server level in companies.