[Press Release] Authority marketing key post-pandemic

FOR IMMEDIATE RELEASE Wed., July 14, 2021 Jonathan Lockwood jonathan@lookinla.com

Authority marketing key post-pandemic

LookinLA’s Ali Payani shares insights into harnessing data, digital and creative to expand companies as industry authorities

LOS ANGELES—Authority marketing is the key to post-pandemic long-term growth, says Ali Payani, co-founder and CEO of LookinLA. Payani isn’t your typical marketing professional. The Iranian, former national basketball player, chess champion and pianist, earned his bachelor’s degree in computer science and his master’s degree in IT management from the University of Wollongong.

“Powerful authority marketing is like alchemy, you are transforming data, science and art into transformative strategies and delivering solutions and results to expand a company and respond to consumers,” said Payani. “Post-pandemic, authority marketing is the only way to go.”

What is authority marketing? Authority marketing is research-backed marketing that transforms expanding companies into authorities in their markets. A distinguisher between LookinLA is its synergy of market research and expertise that leverages analytics to drive storytelling. This expertise harnesses data to provide insights to solve problems, fix bottlenecks and create impactful narratives.

“We believe authority is superior to influence and advertising, precision requires skillful expertise, and brand reputation is paramount to prosperity,” said Payani. “Our team has a no-compromise policy on growth and solution building. Adaptive strategies lead to successful solutions.”

Feasibility of solutions shouldn’t be constraining, though, feasibility should be expansive. To empower the spirit of their approach, LookinLA has partnered with Forrester, a leading global market research company that helps organizations exceed customer demands and excel with technology. 

LookinLA leverages Forrester’s capabilities to gain deeper insights on clients’ needs and market research. Paired with their arsenal of 15 research tools, LookinLA and its clients expanded during an unprecedented global pandemic, amid lockdowns and social unrest. LookinLA achieved over a 300% expansion and retained 100% of their client base, and even doubled in full-time staff.

“Precision growth strategies have tripled our clients’ key metrics and helped them adapt to the changing climate. From PeopleG2 to CaliforniaLightWorks, we provided the tools, creative and success to not only survive the pandemic, but to thrive during it, setting them up for post-pandemic success,” Payani said. “Not everyone can share that story, so we are here to help businesses rebuild post-pandemic too. Positioning your company as an industry authority is critical, we bring that from aspiration to reality.”


About LookinLA

LookinLA is a Los Angeles-based team of award-winning digital marketing experts that create comprehensive, customer-centric strategies that incorporate everything required to turn great businesses into industry authorities and leaders. The firm is introducing the Elotive framework to offer strategy and planning for companies looking to transform their marketing and align sales and marketing execution to the constant evolution in environment to a wider range of clients across industries. LookinLA is expanding its content and video production services by using the highest quality of motion graphic and animation.

About Ali Payani
Ali Payani, an Iranian immigrant, came to the U.S. after living in Dubai, to visit a conference and meet with other entrepreneurs and investors. He is a former national basketball player, chess champion and pianist and earned his bachelor’s degree in computer science and his master’s degree in IT management from the University of Wollongong. His work has been recognized internationally - and he is often invited to speak at conventions, teach workshops about business growth, leadership, digital marketing, computer security, and artificial intelligence.

3 Website A/B Testing Tools

A/B testing is becoming more and more common as teams realize how important it is for a website’s success.

[vc_row][vc_column][vc_column_text]The Web is a huge, competitive marketplace with very few (if any) untapped markets, meaning that being successful by offering something unique is rare. Much more common is that you’re competing for the business of your customers with several other websites, so attempting to convert every visitor into a customer or upselling/cross-selling your services better could make all the difference to your bottom line.

Due to this, the market for A/B testing tools and CRO (conversion rate optimization) tools is growing exponentially. But choosing one can be quite a time-consuming challenge, so in this article, I’ll compare the best A/B testing tools to help you decide which is most suitable for you or your team.

A/B testing is about experimenting with visual and content changes to see which results in more conversions.A/B testing often follows usability testing as a means of testing a solution to a flaw in the user experience identified using metrics like bounce rate in an analytics tool like Google Analytics, and thanks to the depth and quality of A/B testing tools available now, A/B testing is accessible to designers as well as marketers and developers.


1. Optimizely

Optimizely is one of the leading — if not the leading — A/B testing and CRO tools on the market today. It offers analytics tools to suit users of all levels and a multitude of A/B testing tools. (You could think of it as the Google Analytics of A/B testing, with a much simpler user interface.)

Consider this scenario: You have an eCommerce store built with Magento. You’re aware that in certain cases it may benefit stores to add a one-step checkout solution instead of the standard multi-page checkout, but you’re not sure if your store fits that use case. You need to test both options and compare the results with/without the one-step checkout experience. You know that running two versions of the checkout simultaneously requires changes to the code, which is a complex matter.

With Optimizely, you can send a certain amount of your users to a totally separate checkout experience to collect conversion data. If the experiment yields negative results, you delete the experiment and the original checkout web page still exists and works fine. No harm was done.

With their Web Experimentation tool, which offers an easy-to-use visual editor to create A/B tests without requiring a developer (optional), the ability to target specific user types and segments, and create experiments on any device, Optimizely has all your bases covered.

Although you can run A/B tests without a developer, your variations can be more targeted (for example, your variations can go beyond color, layout and content changes) if you have the skills and/or resources to develop custom experiments with code. By integrating your A/B tests into your code, you can serve different logic and test major changes before pushing them live.

Also, if your product extends beyond the web, Optimizely works with iOS, tvOS and Android apps. Optimizely’s Full Stack integrations make it possible to integrate A/B tests into virtually any codebase, including Python, Java, Ruby, Node, PHP, C#, Swift, and Android.

2. Google Optimize

Google Optimize is a free, easy-to-use tool that integrates directly with your Google Analytics Events and Goals to make A/B testing quick and easy! It’s ideal for traditional A/B testing, focusing on comparing different CTA (call to action) elements, colors, and content.

Developers aren’t required for implementing Google Optimize since it’s as simple as adding a line of JavaScript to your website and then customizing your layout with the visual editor. With this, you can change the content, layout, colors, classes, and HTML of any element within your page.

It’s not as sophisticated as Optimizely, since it doesn’t allow you to create custom experiments with code/developers, but it’s free. It’s great for those starting out with A/B testing. For each Google Optimize experiment, you’ll need to specify which Google Analytics Goals or Events will be the baseline for your A/B tests. For example, if you were A/B testing a product page, you could use an “Add To Basket” event that you’ve defined in Google Analytics to evaluate which of your variations converts the best. The Google Analytics report then gives you a clear indication of which variation converts best. It’s ideal for those on a low budget!

Just don’t get carried away, as Google famously once did, by testing 40 different shades of blue to see which converted best!

3. Unbounce

Unbounce focuses on landing pages and convertible tools. Convertible tools use triggers, scenario-based overlays and sticky bars to A/B test offers and messages to learn when, where and why your visitors convert. An example? If a user tries to leave your site, they’re shown a discount code in a modal or a sticky header, and a test will determine which is more effective.

Landing pages can be an amazing way to validate your ideas, build excitement around a new product, and/or re-engage dormant customers. The problem with them is that they can result in false positives. If you get very few conversions you may feel like your idea is invalidated or demand for the new product doesn’t exist, when in reality users were just unimpressed and/or unconvinced by the landing. Unbounce helps you to determine what your landing is missing.

While you can choose from over 100 responsive templates designed for many markets, goals, and scenarios, and then customize it with your own content using their drag and drop UI, you can also integrate Unbounce with your own design, making a terrific solution for designers and marketers who need to collaborate. Unbounce also works with Zapier and Mailchimp, so data can be transferred across the other apps and tools that marketers use.


Author: Jamie Murphy
Source: sitepoint.com

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