Measurement drive marketing

Top 5 debugging tools for Google Analytics and Google Tag Manager

Beginners guide to Google Tag Manager

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Which typeface (font?) to use and why

The 10 Most Popular Web Fonts of 2015

Ref: Choosing the right font

Contrast Ratio: Formula W3C

Email constraints:
Mailchimp says
from Bloomberg
Jan Constantin – Smashing mag
** StyleCampaign

Type+Place: Type Inspired by India
from Wanderlust Designer: On Typography

from keycdn.com Case Study – Analyzing Web Font Performance

Core web fonts

10 Web Design Tools to Discover Beautiful Fonts for Your Next Project

21 Stunning Serif Fonts for the Modern Website

Examples:
One Kings Lane
Oribe – for headings
www.etsy.com

From Yotpo’s CEO

The only way to scale is to improve hiring while simultaneously retaining your best people. You can consistently hire top talent, but it’s impossible to build a good, long-lasting company when the bucket is leaky, and you’re losing good people all the time.

The way we measure this is employee churn (e-churn = the number of people who voluntarily left the company/the number of total employees). Our goal is to keep this metric really low.

A lot of companies put all the emphasis on recruitment and hiring. Hiring the best people is just one part of the equation, you need to also keep the best people and let them grow inside the company.

ref: How To Spot The Bot: An Interview With Yotpo’s CEO Tomer Tagrin

YOTPO:
Content generation + upsell
onsite display
marketing + social push
SEO
Retention

Lead generation framework

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:

Date: 6/10/16

Screen Shot 2016-06-10 at 8.10.16 PM.png

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.

Screen Shot 2016-06-10 at 8.08.40 PM
Version 1 FINAL
Screen Shot 2016-06-10 at 8.09.05 PM
Highlight Offer

Instagram – what’s the big deal

http://blogs.constantcontact.com/getting-started-instagram/

https://www.shopify.com/blog/14288561-how-to-build-a-massive-following-on-instagram

How to build your brand on Instagram

  1. Brand identity: people should know what you are about and why they should follow you in one quick glance
    1. What is the competition doing
    2. choose 3 adjectives to define your brand identify. Before posting ask if posting is aligned with identity
    3. identify buckets
    4. solidify your tag line
  2. Create content
  3. Promote
    1. If relevant, tag other artist personalities or brands in your photos.
    2. contests – integrate into full marketing  strategy, partnership with influences and/or vendors
    3. surprise and delight

Tools: Tag for likeshashtagify.me

pInterest story

Some more research findings on pInterest:

80% women

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/