Understanding the Why, Marketing Efficiency & One Charity’s Unexpected Findings

The Ethics of A/B Testing

The ethics of A/B testing are up for contention! While it may seem harmless, many people don’t like the idea of being tested without their knowledge. I don’t blame them. So, what does this mean for nonprofits? For those wanting to err on the side of caution, it’s best to be transparent. Inform your audience and give them the chance to opt out.

Getting to the “Why”

Looking to improve your website? You need “why” data. I like this article because it breaks down the types of information you can collect about your site and what each provides. While Google Analytics can show you where users are running into trouble, it can’t explain why something is happening. Qualitative data, such as survey responses, help you understand why your users are behaving in a certain way and provide the insight needed to solve any issues they’re having on your website.

Businesses, They are Just Like Us

According to this new Forbes survey of 200 chief marketing officers, corporate marketers’ top concern is efficiency. I think the nonprofit world struggles with the same thing. Marketers always want to understand how well their efforts are performing (hello, ROI!). This survey also found that CMOs are spending more on technology. Almost half (46%) “expect to increase their investment in marketing technology by at least 25%” in 2019.

No Money Wasted

This isn’t an article you’ll see often. No Lean Season, a charity designed to help poor families in rural Bangladesh affected by seasonal poverty, was investigated for its effectiveness, and the results were disappointing. Through a randomized controlled trial, it was determined that the “program did not have the desired impact on inducing migration, and consequently did not increase income or consumption.” The takeaway? Nonprofits should be running tests of their programs.

What’s New for WordPress

Accesses to your analytics tools can be a pain. (There are so many)! A new plugin for WordPress users, available at the beginning of 2019 to beta testers, allows access to information in Search Console, Analytics, AdSense, and PageSpeed Insights from the WordPress admin panel.

My Favorite Advice

Got (referrer) spam? There’s a guide for that

If you’re finding a lot of fake traffic on your website, now is the time to learn how to remove it. Who is behind the fake traffic you see in Google Analytics, you ask? It’s typically from affiliate marketers but has been used to promote propaganda. There’s a load of useful information here, so I recommend using this guide to get started with clearing out the spam. Good luck!

A Very Cool Visualization

Popularity contests

If you’re a foodie like me, this is a cool visualization to check out. If you’ve ever wondered about the popularity of BBQ restaurants by county or what the most visited restaurant cuisine in the US is, your questions are answered here. Spoiler: Pizza and Mexican are huge hits.