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A/B Testing Doesn’t Cut It In the Post-COVID World

Getting into the heads of prospective customers needs to be top-of-mind for marketers looking to drive results and conversions on their websites, especially during these uncertain times when information and mindsets are changing daily. But, traditionally, that’s easier said than done. While marketers have their choice of hundreds of tools to measure the performance of websites, ads, social media, and other touch points along the customer journey — they rarely understand the “why” behind their audiences’ actions. This includes understanding why prospects aren’t converting once they get to the website.

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