Contextual Customer Insights

Imagine that you’re at a diner holding a classic glass ketchup bottle. You just want a few tablespoons of ketchup for your burger. As you struggle with the bottle, either too little or too much ketchup comes out. It’s easier to complain about the glass ketchup bottle than to think of a solution — a...

A first impression is everything. That’s why most products’ landing pages aim to communicate their product’s mission at a glance. If a landing page doesn’t prompt a lead to become a customer, it often means something got lost along the way—a customer reached the page expecting one thing, but they got something else. So when...

Most people think David Ogilvy became one of the most successful ad men of all time because of his artistic, creative talent. But in reality, he was successful because he treated copywriting like a science. Before he became the “Original Mad Man,” Ogilvy was a researcher. He worked with George Gallup (founder of the Gallup...

“There’s something intrinsically altruistic about CRO,” Mathilde Boyer, conversion rate optimization (CRO) guru and Conversion Director at House of Kaizen, says. “If you’re not creating aspirations or solving problems, you’re doing it wrong.” We sat down with House of Kaizen, a digital marketing agency that specializes in CRO, to get their take on what makes...

Your customers are leaking out of your funnel. There’s a huge drop-off in the number of customers who sign up for your product and the ones who end up using it regularly, and you can’t fix this problem with a product tutorial alone. If your user onboarding is just rolling out some one-size-fits-all tooltips, you’re...

So you want to be a successful product marketer. There’s no one size fits all answer. Because a product marketer figures out how to promote and sell a specific product, your job will change drastically if you change companies (every product has its own niche). It might even change drastically within the same company. Think...

This is a guest post by Kaleigh Moore from BigCommerce. Kaleigh Moore is a writer at BigCommerce and founder of Lumen Ventures, which helps to educate online sellers on how to grow their businesses across the web. She’s a longtime entrepreneur, who’s run profitable businesses with zero paid advertising. She focuses on influencer marketing strategies...