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Q: How have you measured the effectiveness of your blogs?
Gniwisch: A/B testing has been very important to our plan. We’ve been watching every single touchpoint that a customer has with the blogs and our site. What is the conversion rate of every piece of the site the customer interacts with? A person comes to the blog, looks at the site, then leaves. That’s one type of conversion. Another looks at the blog and clicks on a link to our site. That’s another type of conversion to measure. If you monitor every step of the way, you can optimize each step to convert at a higher rate.
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- People:
- Drew Barrymore
- Gniwisch
- Leslie
- Places:
- Palm Desert
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