The latest ‘MarketingExperiments’ blog post is titled “Big mistakes from a great marketing test at Air Canada (and 4 lessons to help you avoid them)”.

Adam T. Sutton says, “Optimization marketers have a lot of explaining to do. They have to explain why one call-to-action is better than several are, why an image needs to be changed, and even why test results are lower than expected.

Explaining why a test came up short is never fun, and Tim Burgess knows this well. He joined Air Canada as the Web analytics manager last year and began conversion testing the airline’s website. One of his first goals was to get more customers to buy seat upgrades”.

Big mistakes from a great marketing test at Air Canada (and 4 lessons to help you avoid them)

MarketingExperiments Blog

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