Think with Google’s 10 most-read articles of 2020 [Google]
Think with Google, Google’s Marketing Research & Digital Trends publication, published a list their most-read articles of 2020:
- 5 principles guiding Google’s media teams during the pandemic
- How people decide what to buy lies in the ‘messy middle’ of the purchase journey
- It’s time to unbias your business. Here’s how
- How to stay on top of market trends in a dynamic environment
- What does it take to create an inclusive campaign?
- Crisis marketing: How brands are addressing the coronavirus
- 3 things we’re considering as we rethink live events
- Do’s and don’ts for marketing measurement during a pandemic
- How brands can help during the coronavirus pandemic
- The CMO’s changing mandate
I found #2 the most helpful.
Curated List of 363 questions that VCs and Investors ask Startup Founders [Google Spreadsheet]
While this is a list of questions that investors ask founders to assess their company’s potential, most of the questions are useful as an exercise to evaluate your own business. Some questions are easy, some make you think about your business in a way that you usually don’t think enough, but should:
- What are the key metrics your team is focused on?
- What regulatory risks could impact this business?
- Which specific marketing channels are you using?
- Why are you using these marketing channels?
- What is your plan B if these sales channels are interrupted?
- 300+ more.
How Klarna works – UX case study [built for mars]
Klarna is one of the biggest ‘buy-now, pay-later’ services in the world, and you’ll probably have seen their logo in a few familiar places, like ASOS, Topshop and Wayfair.
A step-by-step UX case study, with mistakes that Klarna are making, and how they could improve their product fairly easily.
Survey Questions You Should Ask Your Visitors / Customers [Sander Volbeda]
One of the fastest ways of collecting data is by using surveys. It’s easy to place such a survey on your website, using tools like Hotjar or similar. The hardest part is what questions to ask to get the most valuable answers (data) from your visitors.
The article lists many questions and groups them by where you can ask them: on website entry, on exit, on the detail page, after checkout.
Important, when using surveys:
- Don’t do too many surveys at the same time
- Ask a maximum of three questions (preferably one or two)
- You can do multiple surveys on the same page, but don’t do them at the same time
- Keep the surveys short and to the point
The Cost of Not A/B Testing – a Case Study [Analytics-Toolkit.com]
Most of the time when discussing A/B testing, regardless of context, we discuss costs such as the expense of running an experimentation program, of shipping ‘winners’ to production. Only rarely do you see references to the less obvious, but usually more important costs in terms of opportunity cost (incurred during testing) and the cost of shipping without testing at all.
This is a case study of measuring the impact of a mandatory change (due to regulations). In such cases, when not implementing the change is not an option, companies usually don’t test at all. This article explains why they should, and what’s the cost of not A/B testing.
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Until next Thursday!
Radek Sienkiewicz
PS. I liked the chart from the article about how people decide what to buy lies in the ‘messy middle’ of the purchase journey. It shows the changing attitude towards “cheap” and “best” products over time:
