Our top 7 blog posts of 2017

7 min. read | Last updated: March 12th, 2018

Back in January, we published a post on “digital marketing trends for 2017“.

In it, WiderFunnel experts and industry influencers shared predictions for top marketing trends in 2017, like mobile web optimization, the rise of artificial intelligence, and “slow marketing”.

Throughout the year, we have tackled many of these topics right here on this blog. We’ve analyzed new trends. We’ve written comprehensive guides. We’ve researched effective strategies for marketing leaders everywhere.

And we have created a library of actionable content and resources.

In our final post of 2017, we wanted to look back at that content library and highlight the pieces that all of you found most useful. Below, you’ll find our top performing posts from this year.

You’ll find some of these posts are seasonal. Some of these posts have a lasting influence. All of these posts deserve a revisit.

So, without further ado, here are our top 7 blog posts of 2017:

7. The top reference post

Your frequently asked conversion optimization questions, answered!

As thought-leaders in the experimentation space, we get asked a lot of questions. Questions come from everybody: marketers who are new to experimentation and marketing optimization specialists, alike.

In this post, we compiled 30 of our most frequently asked questions, like:

“What do you see as the most common mistake people make that has a negative effect on website conversion?” Or: “How do you get buy-in from major stakeholders, like your CEO, to go with a conversion optimization strategy?”

WiderFunnel FAQs
David Darmanin, Chris Goward, André Morys, and John Ekman answer questions during the Growth & Conversion Virtual Summit.

And then we asked top industry experts and thought leaders to answer them, including:

The result is a go-to post for anyone responsible for growth and experimentation. Bookmark this one!

6. The top ‘how-to’ post

How to use pricing psychology to motivate your shoppers

In the Fall, most marketers are preparing for the biggest sale season of the year: Black Friday, Cyber Monday and the Holidays. Just in time, we wanted to give marketers the tools to transform their browsers into buyers. So, we released a research-packed post on pricing psychology.

WiderFunnel Strategists, Michael St. Laurent and James Flory, had tested two pricing tactics to optimize two different e-commerce sites. The tactics were inspired by Nick Kolenda’s round-up of psychological tactics and Jonah Berger’s “The Rule of 100”.

The experiment results proved, again, that psychology is a key component of any marketing strategy. It attracted the readership of conversion copywriters like Joanna Wiebe and became one of the top articles on GrowthHackers.

WiderFunnel Pricing Psychology Share
Conversion copywriter extraordinaire tweeting this post on pricing psychology!

The post now ranks as one of our best … ever.

5. The top technical post

How to do server-side testing for single page app optimization

Server-side experimentation is getting a ton of attention these days. And for good reason. It is allowing many organizations to take their experimentation to the next level, embedding it within product workflows and the entire customer journey.

We wanted to break down server-side experimentation in a way that marketers, product managers, and web developers could understand and use.

WiderFunnel server-side experimentation
This diagram showcases server-side experimentation.

In this post, Senior WiderFunnel Developer, Thomas Davis and Marketing Manager, Natasha Wahid, tackle the topic of server-side experimentation on single-page applications. The technical post, geared toward both practitioners and marketing leaders, is broken down in plain language.

It is sure to be an evergreen favorite, as more leaders make experimentation a part of their organizational culture.

Want more on server-side?

We just did a webinar with our partners at Optimizely called “Getting started with server-side testing“. It’s both technical and strategic, presented by Thomas and WiderFunnel Strategist, Dennis Pavlina. You should check out the recording!

4. The top customer-centric post

How to create emotionally relevant marketing experiences for your shoppers

Emotion in marketing isn’t a new tactic. Chris Goward discusses the concept in his book, You Should Test That!. And we have written about how people make emotional buying decisions on this blog several times.

But today, with more revelations from researchers and behavioral economists like Richard Thaler, emotion has new relevance in your marketing strategies. Brands need to create emotionally relevant marketing experiences across the numerous touchpoints they have with their customers.

In this post, we explore cutting-edge research around why people buy, what drives a person to take an action (hint: it’s emotions!), and how business leaders can act on their customers’ unconscious motivators to create better marketing experiences.

We also dive into the emotional motivations of customers using the Limbic® Model. Developed by German research group, Gruppe Nymphenburg, over the past 20 years, the Limbic Model is based on the latest findings across a variety of disciplines that include neuroanatomy, evolutionary biology, neurochemistry, and psychology.

Limbic® map - WiderFunnel
The Limbic® map showcases human motives, desires and values as they relate to one another.

The post is still being actively shared among marketing leaders on social media.

3. The top digital experience post

Your mobile optimization guide (or, how to stop frustrating your mobile users)

What happened when our Marketing Manager, Natasha Wahid, had an aggravating experience trying to order Thai food using a company’s mobile website? She wrote a blog post about it, of course.

More and more people are finding what they need and want through on-the-spot searches using their smartphones. On Black Friday, mobile sales broke records with 61% of visits to e-commerce sites coming from a mobile device.

Americans spend 54% of online time on mobile devices. Source: KPCB.

If you suspect you may be neglecting the experience of your mobile users, start with this comprehensive guide. Natasha broke down the key components of an optimized mobile experience, so marketing leaders can take action.

Don’t have time to read the 4,000+ word post right now? Get the PDF download and dig into it later over a cup of coffee!

Get your Ultimate Guide to Mobile Website Optimization

This post is over 4,000 words of mobile optimization goodness. Get the full PDF now to reference later and share with your co-workers.



She even asked WiderFunnel’s Strategy team to do a LIFT analysis on the website’s cart. You can see how the different conversion factors of relevance, anxiety, urgency and distraction affected Natasha’s experience.

Overall, this mobile website optimization guide is one of the best resources on the topic. And it’s free!

2. The top marketing trend post

Beyond the buzzword: What “artificial intelligence” means for marketing leaders, right now

I don’t know about you, but nothing piques my curiosity like a good old buzzword.

At the end of November, after seeing post upon post about “artificial intelligence”, we decided to explore what the term actually means for marketers today.

We read through a TON of sources to weed out fact from hype. We interviewed academics and digital marketing experts, to get their thoughts on the state of the technology.

One of our experts was Andrew Stephen, Associate Dean of Research & L’Oréal Professor of Marketing at the University of Oxford’s Saïd Business School. He was pretty happy with the final post:

Wow, what a great piece! I’m going to make this mandatory reading for all our students when they take Marketing here at Oxford. This pulls together so much great info and thinking into a really useful and interesting read.

– Andrew Stephen, via email to the WiderFunnel team

We also talked to Joshua Gans, Professor of Strategic Management at the Rotman School of Management and co-author of Prediction Machines.

The result was a 5,500+ word subject guide that proved to be a real conversation starter.

On GrowthHackers, the post became a must-read article in the #analytics #contentmarketing and #optimization channels. On Twitter, we had top digital marketing and conversion optimization experts weighing on the hype around AI.

WiderFunnel AI in marketing
This post sparked a lot of conversation on social media about the problem with buzzwords.

1. The top post of 2017

Build the most effective personalization strategy: A 4-step roadmap

Along with “artificial intelligence”, “personalization” has been a hot topic among marketers and business leaders all year. And it should be: personalization done properly can deliver really powerful results.

But, as with any marketing trend, people tend jump on board without the knowledge and know-how to create an effective strategy.

In this post co-produced with our partners at Optimizely, Chris Goward, outlines a 4-step roadmap to a revenue-boosting personalization strategy. He also breaks down some of the common misconceptions about personalization that stand between the marketer and their success.

personalization strategy matrix 2
Prioritization is a big part of successful personalization. In this diagram, the x-axis represents audience size, while the y-axis represents an obvious need for personalization.

The four steps are:

  • Step 1: Defining personalization
  • Step 2: Is a personalization strategy right for you?
  • Step 3: Personalization ideation
  • Step 4: Personalization prioritization

If you’re looking for a simple but expert guide on how to implement personalization in your marketing strategy, this is it.

And WiderFunnel readers agree. Which is why it is our most-viewed post of the year.

A final note. Thank you for a wonderful 2017. Thank you for reading our posts and providing feedback. We look forward to an even better, content-filled 2018!

What marketing trends or topics do you want us to explore in 2018? We’d love to hear your thoughts. Just leave ’em in the comments section below!

Author

Lindsay Kwan

Marketing Communications Specialist

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