The eCommerce Marketing Podcast walks you through everything that goes into ecommerce marketing — from inbound marketing to paid advertising to conversions. Learn the strategies top marketing experts use to grow their businesses.
Ayat Shukairy, an expert in experimentation and marketing optimization, discusses conversion rate optimization (CRO) and A/B testing. She emphasizes the importance of ongoing testing and optimization in marketing. Ayat shares her background in CRO and how her company has grown in the field. She also discusses the role of AI in shaping the future of A/B testing and CRO, highlighting the importance of human creativity and intuition. Ayat shares success stories from her work with clients and common mistakes to avoid in CRO efforts. She also addresses the impact of online privacy and data regulations on A/B testing strategies. Finally, Ayat discusses emerging trends in marketing and optimization, as well as recommended tools and platforms for executing A/B tests.
Key Episode Takeaways:
- Conversion rate optimization (CRO) and A/B testing are essential for ongoing marketing success.
- AI can enhance A/B testing and conversion rate optimization, but human creativity and intuition are still crucial.
- Speed and the number of experiments correlate with the impact on conversion rates.
- Avoid copying competitors and focus on understanding and catering to your specific customers.
- Measure and A/B test changes to ensure meaningful results.
- Consider privacy and data regulations in A/B testing strategies.
- The next big breakthrough in marketing and optimization may involve AI and a return to basics.
- Recommended tools and platforms for A/B testing include heat maps, session recording tools, and A/B testing software like FigPy, VWO, and Google Optimize.
- Consider tools that offer multiple features and prioritize data privacy and security.
For show transcript and past guests, please visit https://www.ecommercemarketingpodcast.com
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https://www.youtube.com/channel/UC3PgT0NOGzpdPGQtBK0XLIQ
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Past guests on the ecommerce marketing podcast include Neil Patel, Nemo Chu, Luke Lintz, Luke Carthy, Amber Armstrong, Kris Ruby and many more.
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In this episode of the Ecommerce Marketing Podcast, host Arlen Robinson interviews Ayat Shukairy, a recognized expert on experimentation and marketing optimization. Ayat shares her extensive experience in conversion rate optimization (CRO) and A/B testing, providing valuable insights and strategies for improving online sales. She discusses the impact of AI on CRO, common mistakes to avoid, and the importance of customer-centric strategies.
Key Takeaways
- Introduction and Background ([00:03] – [03:28])
- Ayat’s journey from SEO copywriting to becoming a CRO expert
- Founding Invesp in 2006 and creating the CRO book “The Art and Science of Converting Visitors into Customers”
- Development of the proprietary software FigPy for A/B testing and data analysis
- Impact of AI on CRO and A/B Testing ([04:12] – [06:28])
- AI helps in data analysis and generating new ideas for testing
- AI tools like FigPy enhance CRO by providing heat maps, session recordings, and testing recommendations
- Human intuition and creativity are still essential in CRO
- Success Story: Implementing CRO for Larger Companies ([08:00] – [11:34])
- Importance of agility and quick implementation in CRO
- Success correlation between the number of experiments and conversion rate improvements
- Example of how rapid experimentation can lead to significant insights and results
- Common Mistakes in CRO for Small to Medium-sized Businesses ([12:35] – [15:50])
- Avoid copying competitors blindly (the “Amazon problem”)
- Conduct customer interviews to understand specific needs and behaviors
- Importance of A/B testing every change and not testing everything at once
- Online Privacy and Data Regulations ([17:59] – [19:41])
- Ensuring compliance with regulations like those in California and Europe
- Transparency with customers about data collection to build trust
- Future Trends in Marketing and Optimization ([20:23] – [22:35])
- Continued integration of AI in marketing strategies
- Marketers going back to basics with customer interviews and brand value enhancement
- Importance of staying updated with new tools and technologies
- Effective Tools for A/B Testing ([23:11] – [24:54])
- Recommendations for tools like FigPy, FullStory, Hotjar, and VWO
- Movement away from Google Analytics towards more specialized analytics platforms
- Emphasis on using tools that offer comprehensive functionalities
Podcast Guest Info
Ayat Shukairy
Co-Founder at Invesp
LinkedIn: Ayat Shukairy
Twitter: @ayatschukairy
Instagram: Ayat Shukairy
