Twitter Tweaks its Algorithm to Improve Relevance
How experimentation informs the continued improvement of your home timeline.
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Marketing Optimization
What Drives Online Hotel Choice, a Cornell Eye Tracking Study
Source: www.hotelschool.cornell.edu “We found that when people are browsing through search results, they tend to look more frequently at hotel names than any other feature, and that pictures of the hotel appear to be hugely influential during both stages of the search. Our next project will be to dig more deeply into what we uncovered
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How to Segment Your Audience and Improve Your Ecommerce Checkout Funnel
Source: blog.kissmetrics.com
Focus on running tests to identify the variables that do impact your audience. Start with using the funnel report to tell us how our website converts for a specific date range and then use cohort analysis (a cohort is a group of people who share a common characteristic or experience within a particular time span) in order to track how each group’s behavior changes over time.
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How Airbnb & Other Big Companies Increase Conversions Using the Psychology of Desire
Leverage the psychology of desire and you’ll increase landing page conversions. Successful brands are already doing it – here’s how you can do it too.
Source: unbounce.com
To create desire for your product, you need to:
– show people how using your product or service will either reduce pain or increase pleasure in their lives
– reassure them that is a perfectly acceptable behavior to undertake.
Airbnb creates desire for their service by using beautiful product images. By using professionally-shot photographs that showcase the properties at their absolute best, they increase individual incentive to stay at one.
-> Adding appealing images, Airbnb increases expected pleasure/perceived quality and social approval for these non conventional accommodations.
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