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Tunnelvision: you might be missing some interesting segments

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During World War II, researchers from the Center For Naval Analysis were conducting a study on fighter planes that had returned from their mission. Researchers found that the most damage was done to the wings, and recommended extra armor be added to them. It wasn’t until mathematician Abraham Wald pointed out a critical flaw in their research, that the »


Exploring Mobile: why you should question your mobile segments

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For a few years now, we’ve been segmenting our visitors based on the device they use to visit our site. This worked well for a while, splitting visitors based on screen dimensions and whether or not they are using a mouse. As mobile devices matured, our segments stayed the same: Desktop and Mobile. Even when our fridges and coffee »

Optimizing a conversational medium

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If you’re on a site called The Marketing Technologist, chances are that you’ve ‘talked’ to a device or AI before. All the big tech players have some form of assistant; Apple’s Siri, Amazon’s Alexa, Microsoft’s Cortana and Google’s Home are all available already, and this year Samsung is set to launch Bixby, and even »

3 steps to remove all sensitive user data from Hotjar

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If you're not using Hotjar yet, you should be. While Google Analytics gives you a lot of quantitative data to interpret, Hotjar focusses on qualitative data, letting you know exactly what actions your visitors are taking on your site. We're talking heatmaps and screen recordings here. Screen recordings are especially useful as you can actually watch a user navigate through »

Optimizing banner ads by tracking banner interaction

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In general banner optimization is focused on, for example, A/B testing a creative and tracking impressions, clicks and onsite (micro) conversions. But once a banner visitor enters the website and continues his path through the funnel, each step makes it more difficult to link an action completely to the initial banner he clicked on. And while there are many »

How one simple text link boosted revenue and won a WhichTestWon Award

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Last Thursday was the fifth annual WhichTestWon Email Awards Ceremony. Thanks to their annual award shows, but also recurring site-items such as 'Test Of The Week', 'Behind The Scenes' and 'The Live Event', American company WhichTestWon is an authority in the field of Conversion Rate Optimization. This year, the Netherlands won 2 out of 3 awards, which were coincidentally both »