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Moz sells software for inbound marketing and marketing analytics. It hosts an online community of more than one million digital marketers.
“So finally I broke down—I think it was November of last year—after a board meeting where they gave me a hard time about our conversion rates. I emailed these guys, and I said, ‘Hey, I need some help. I need to go to some professionals. I know you guys can do this; I’ve seen your results. Can you help us out?’ And so we’ve been working with them since, November, December, January—so four months now.
“It’s great because, just like SEO, there’s an art and a science to it. Right? And the art is marketing and messaging, and the science is studying user behavior. Just the same way we study algorithms and how Google ranks things, they study, ‘What is it that makes someone…, what’s a headline that works better than other headline?’ Let’s do A/B-testing. Let’s do multivariate testing. We’re not just going to send out one email with a message. We’re going to send out six emails. We’re going to choose the one with the best message that converts the best, then we’re going to send out tests on top of that one. So it’s been really remarkable to see that process in action, and to realize that this is a process.
It’s been really remarkable to see that process in action, and to realize that this is a process.
“Our conversion rate is up … I don’t know … 170% of what it was four months ago.
Our conversion rate is up … I don’t know … 170% of what it was four months ago.
Interviewer: And what’s that worth in dollars?
“A lot. I think it’s hard to say. More than a million dollars. Yeah, I mean nothing to shake a stick at.”
What’s that worth?: More than a million dollars.
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