from keycdn.com Case Study – Analyzing Web Font Performance
WORK IN PROGRESS
Last updated 6/10/16
Growing a business = nurturing existing customers + Finding new customers
Nurturing existing customers: servicing them + getting referrals from them + motivating them to make repeat purchases + increasing AOS
Finding new customers = Generating Leads + converting them to customers.
Here I talk about the work we are doing towards Finding new customers. After some basic research we decided to go with Optinmonster (XX put ref link here). We got this all working and went live on 5/23/16.
Let’s start with the results:
so the split test is doing much better – 4.91% vs 2.67%. Sample size, >1000, looks pretty good too. I will go ahead and make the winner the primary and it will be our new baseline. The 2 versions we split tested are below. Fairly simple and boring looking with an offer for a free gift mentioned in the split test.
There are three types of innovation.
- The first is product innovation, which Aartsol describes as the riskiest and toughest.
- marketing innovation: Your customer experience becomes much more important. It’s got to be so over the top that customers will tell their friends
Aarstol’s intuition about his brand also extends well beyond what his Shark Tank success proved. He describes his company as “an online marketing agency that owns a surf brand” and a player in a constantly evolving field. So he says he is always trying to reinvent what they’re doing and ultimately he wants to build a brand that accommodates that flexibility. He holds Richard Branson’s Virgin group of companies as a model and is building his brand to embody the beach lifestyle in many different categories. Flip flops, sunglasses, bikes, surf boards, and other adventure sports are among the 25 companies he has planned for Tower. His goal, to roll out 2-3 companies each year, seems do-able given that they’re all based on the same business model and leverage Tower’s existing strong partnerships with Amazon and daily deals site Woot.
- Brand identity: people should know what you are about and why they should follow you in one quick glance
- What is the competition doing
- choose 3 adjectives to define your brand identify. Before posting ask if posting is aligned with identity
- identify buckets
- solidify your tag line
- Create content
- If relevant, tag other artist personalities or brands in your photos.
- contests – integrate into full marketing strategy, partnership with influences and/or vendors
- surprise and delight
Related to backup
To get the summary of disk usage of directory tree along with its subtrees in Megabytes (MB) only. Use the option “-mh” as follows. The “-m” flag counts the blocks in MB units and “-h” stands for human readable format.
du -mh .
Related to cron
Some more research findings on pInterest:
Typical user: women, educated, mobile users, affluent
Referral traffic summary on our site (last 6 months)
. pInterest traffic is higher but FB converts higher (3% vs 0.70%)
. no conversions from mobile (need to make our presence mobile friendly)
. desktop majority/ Tablets second
Top pinned categories
. Food and drink (20%)
. DIY and crafts (12%)
. Home decor (11%) << we fall here
Boards for inspiration quotes, humor always popular
Best Time to Pin 10 am to 4pm 11pm to 1am
Top pinned domain Etsy
Good pInterest presence: Lowes, REI, Martha Steward
Best practice for re-pinnable content
. taller images/ good quality
. long text descriptions
. optimize text (think of it as a marketing channel)
. Rich pins/ Hashtags
. Group boards
. make site pInterest friendly
Further study: http://www.mcngmarketing.com/31-days-better-pinterest-page/