City firms claimed £14m costs in oligarch case

first_imgMr Justice FancourtCity law firms representing two oligarchs accused of a multi-billion-pound fraud at a now state-owned Ukrainian bank claimed around £14m in costs after successively arguing that the case should not be heard in London.In a judgment on costs published this week, Mr Justice Fancourt awarded a portion of the claimed costs, around £8.4m, to businessmen Igor Kolomoisky and Gennadiy Bogolyubov and five businesses to which they have or have had connections.The judgment shows that international firm Fieldfisher, which represented Kolomoisky, claimed around £9m. Bogolyubov, now represented by Enyo Law and previously by Skadden, claimed £2.9m, while lawyers for the five companies claimed £2.1m.After considering the ‘very very substantial’ costs, Fancourt J awarded interim payments of £4m (Kolomoisky), £2m (Bogolyubov) and £1.5m (the five companies). The costs judgment comes after the High Court ruled in PJSC Commercial Bank Privatbank and Igor Valeryevich Kolomoisky & Others, that the English courts do not have jurisdiction to hear the claims by PrivatBank.A worldwide freezing order for misrepresentation and non-disclosure previously obtained by the bank was also stayed. The oligarchs deny any wrongdoing.PrivatBank, represented by international firm Hogan Lovells, has said it will appeal the ruling.Assessing the £9m costs, Fancourt J said the sum was hard to quanitify as there is ‘no costs schedule equivalent to the kind of schedule that is produced on a summary assessment.‘The short schedule that has been produced provides very little detail at all. It contains, for example, single items for work done on documents for 7,107 hours and 58 minutes, amounting to £2,008,000 of fees, and in another part of the schedule another 4,506 hours of work done on documents for £1.55 million of fees,’ Fancourt J wrote.Fancourt J also rejected a claim by PrivatBank that the fees be placed into a solicitor’s holding pending the outcome of any appeal. ‘At this stage it is clear that very substantial amounts of money have been spent by the defendants on legal fees. It seems to me appropriate, on the basis of my findings, that they should have those interim payments on account of costs at this stage,’ his judgment found.last_img read more

SO MANY TREATS at Mickey’s Not So Scary Halloween Party

first_imgGuests with food allergies can get a special teal bag for trick-or-treating. At the treat stations, you’ll collect tokens, which may be redeemed for allergy-friendly treats at several in-park locations. Over at the Bakery on Main Street, you’ll have a choice between one of the GIANT donuts, a fierce unicorn, or an absolutely ridonkulous Hocus Pocus cupcake with a white chocolate image of the Sanderson Sisters stirring an icing cauldron. Which of these spooky sweets will be first on your list to try?Photos: Christina Harrison Share This!Mickey’s Not So Scary Halloween Party season has begun! The sugar bombardment begins right away, with a starter pack of Trick-or-Treat treats and special offerings at the Main Street Confectionary and Bakery. Welcome to the Party!At the Confectionary, find Halloween-themed krispie treats, cake pops, and insane candy apples. Over at the Trick-or-Treat stations, you get a starter bag of loot from Mars/Wrigley. There are many more treat collection opportunities around the park, but this is your first bit of haul closest to the entrance. Um, these are some awesomely interesting variations on classic candies. Hazelnut M&Ms is code for NUTELLA.last_img read more

Columbus Catholic volleyball sweeps Greenwood, moves to 5-0 in Cloverbelt East

first_imgSeefluth has 13 kills, 16 digs on Dons’ home winBy Paul LeckerSports ReporterMARSHFIELD — The Marshfield Columbus Catholic volleyball team improved to 5-0 in Cloverbelt Conference East Division with a 3-0 sweep of Greenwood on Tuesday at Columbus Catholic High School.The Dons won 25-14, 25-18, 25-17 to remain unbeaten in the Cloverbelt East. Greenwood is now 1-3 in conference play.Maren Seefluth had 13 kills and 16 digs; Annie Baierl had 15 digs; setter Brooke Neider had 29 assists, 11 digs, and four service aces; and Katie Hall had eight digs and two aces for the Dons.Columbus will play at the Mondovi Invitational on Saturday before wrapping up Cloverbelt East play next week. The Dons host Gilman on Oct. 3 and head to Loyal on Oct. 5 as they attempt to win the conference title.(Hub City Times Sports Reporter Paul Lecker is also the publisher of read more

Popular Facebook App Makes Jump to MySpace

first_imgRelated Posts 8 Best WordPress Hosting Solutions on the Market Why Tech Companies Need Simpler Terms of Servic… A Web Developer’s New Best Friend is the AI Wai… The extremely popular Where I’ve Been Facebook app is today launching a MySpace widget, making it perhaps the first application developed specifically for Facebook that has made the jump to another platform. The app’s creator, Craig Ulliot, also recently formed Where I‚Äôve Been, LLC to manage the application and its growing networking of users.According to Where I’ve Been, the application is the most popular travel networking app on Facebook with 2.6 million users (though as of today, it was ranked second in the travel category using Facebook’s newer active users metric behind TripAdvisor’s “City’s I’ve Been To” app). Where I’ve Been is adding 30,000 new users every day — not bad for a company launched in June.MySpace users can add the widget to their MySpace profiles from the company’s web site. Judging from the site, which reference features like a travel blog and global travel guide, Where I’ve Been is planning to expand beyond just MySpace and leverage its popularity to build an external travel social network. That’s speculation on my part, but their press release about the MySpace widget calls Where I’ve Been, LLC a “start-up company dedicated to developing software for the travel social networking space” and references their Facebook app as their “first product.” I think extracting data from a Facebook app to an external site and expanding to other social networks is a smart move.One of the main criticisms of building an application specifically for a single social platform is that you’re essentially putting all of your eggs in one basket. But Where I’ve Been has shown that Facebook can serve as an amazing catalyst for building a quick user base, which can then be leveraged to expand behind the confines of the Facebook platform. I expect that other Facebook app developers will follow suit by launching on other social networks or by extracting data to outside, standalone web sites.Last month it was rumored that TripAdvisor had purchased Where I’ve Been for $3 million, which would have been the largest acquisition of a Facebook-only application to date. The purchase was denied by both sides. Top Reasons to Go With Managed WordPress Hosting Tags:#news#web josh catone 1last_img read more

CorpWatch Makes SEC Data Accessible with an API and the CrocTail Application

first_imgWith backing from the Sunlight Founation, non-profit CorpWatch launched CrocTail yesterday, an application to provide easy access to data from several hundred thousand publicly traded companies. We heard about it via Dion Hinchcliffe, a respected enterprise 2.0 consultant and blogger for ZDNet. CorpWatch has also released the API they used to create CrocTail, one of only two to build structure around the filings data from the SEC’s own EDGAR (Electronic Data Gathering, Analysis, and Retrieval) search system. The other, SEC Watch, was released in early March. CrocTail is an easy to navigate and well-formed usage of the data from this API. It has a complete company profile, a map of all subsidiaries, and a tree of the complete corporate structure.In its mission to watchdog corporations, CorpWatch also has implemented a wiki previously, but CrocTail takes a different approach by automating the creation and visualization of information on companies. With the dual release of CrocTail and the API used to build it, a powerful new resource for both the public good and business intelligence has been created. Tags:#enterprise Massive Non-Desk Workforce is an Opportunity fo… Related Posts IT + Project Management: A Love Affaircenter_img steven walling 3 Areas of Your Business that Need Tech Now Cognitive Automation is the Immediate Future of…last_img read more

Kansas ~ Personal Income Tax: Mailing of Corrected 1099G Forms Announced

first_imgThe Kansas Department of Revenue has announced that it will reissue all the 1099G forms sent out for tax year 2016 because some personal income taxpayers received forms listing incorrect refund amounts. The department notes that only the forms mailed to taxpayers were incorrect and that the information sent to the Internal Revenue Service was accurate. Taxpayers are directed to destroy the old forms. The new forms will be marked “CORRECTED” on the form and envelope and will be mailed by January 31, 2017. Taxpayers who received a 1099G form from the Kansas Department of Labor for unemployment payments are not affected by the issue.The complete release can be viewed at, Kansas Department of Revenue, January 23, 2017last_img read more

Google Takes Social Search to the Next Level with +1

first_img Google Updates What do you think about Google +1? The days of obsessing over keyword rank are over. Instead, make your business social and create relevant information that will help to attract +1s and influence who decides to visit your site from search engine results pages. Blogging and sharing content on social media has never been more important. In a world that is being built on personal recommendations, it is critical that your business becomes social through remarkable content. A Real Step Towards Social SearchWith +1 Google makes a major step forward in its quest for more social search results. Not only do the +1 recommendations play a significant role in Google’s series of social search improvements, but they will also highlight content people are actively interested in. Now people using social search will be able to see content created and shared by those in their social network, and recommended by those in their Google +1 network. All of the +1 data, TechCrunchpoints out, will be available to the public likely through an API. How Google +1 Works Check out a quick video from Google introducing +1: to Facebook’s Like button. Earlier today, the search engine giant began rolling out a new button called +1. The +1 button will apear next to search engine results and AdWords advertisements. In the future, website owners and publishers will be able to add a +1 button to pages and articles on their sites. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack How does Google’s new +1 work? First of all, +1 is currently being rolled out as an experiment and you need to Google +1 Is a Social Network While +1’s initial impact might be seen in social search results, it is important to realize that +1 is more than that; it is a social network. Google Profiles are at the core of Google’s future plans for the discovery and sharing of contextual information. With the launch of +1, Google Profiles got much more useful because a new tab has been created in Google Profiles to let users keep track of all of their +1s. Today, It seems like Google keeps making changes and adding new tools that will impact how your business will get found online. Don’t worry about understanding all of the details and granularity of every change Google makes. However, you should notice the patterns that are occuring with all of the changes Google is making. Clearly, Google is rewarding social businesses. The more your business connects with prospects and customers online, the more you increase your odds of getting found in Google’s evolving search results. opt in with Google to have access to it in the short term. In order to view +1 search results and AdWords results, the user will have to be logged in with their Google profile. Once a user is logged in and clicks on the +1 button next to a search engine result, Google we keep track of that +1 and highlight that search result if it appears for any of that user’s friends for that or a similar search. Originally published Mar 30, 2011 3:07:00 PM, updated October 20 2016 Topics: Marketing Takeaway Google came out with a counter punchlast_img read more

SEO: Are Nofollow Links Still Valuable?

first_img Link Building Originally published Mar 29, 2011 1:30:00 PM, updated October 20 2016 Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack I’ve recently seen a lot of chirping and discussion on the value of nofollow links for search optimization, with some people saying that there was value to having them. I asked three industry leaders in search engine optimization what their take was on nofollow links. Specifically: “What’s your take on no follow links? Is it still valuable to get them when you can, such as from social media sites or Wikipedia? Under what circumstances do you pursue links from Wikipedia? Is their huge reach and audience worth it, even without SEO value?”Answers From The ExpertsTom Critchlow works for the SEO Company Distilled as VP Operations NYC (office opening in June!) but is currently working alongside the web’s most popular SEO Software provider; SEOmoz to help them with their SEO:There is a lot of debate around nofollow links and their impact on SEO. Will wrote a great post on the weight and authority that nofollowed links can carry. As SEOs I think that we shouldn’t be so obsessed with only getting “followed” links. If a link is from a strong site and will pass traffic then I think you should go and get it. Search engines these days are paying attention to social signals like tweets, Facebook shares (both nofollowed) and traffic data (from toolbar & browser usage) so if you’re really trying to build your brand online you shouldn’t obsess over whether a specific link is relevant for SEO – you should be thinking about whether a link is good for your brand, because you can be sure this is what Google is trying to reward. In particular, I’ve seen Wikipedia drive significant amounts of traffic even for niche terms without huge search volume. I would urge businesses to look at the Wikipedia pages for their niche and consider whether they can provide a resource of such value that you can get a Wikipedia link. If you can, you can be sure it’ll drive good volume of high converting traffic.Gianluca Fiorelli,  SEO, IloveSEO:When it comes to links, I personally don’t think at first if they are going to be followed or not. Even though, from a pure classic SEO perspective, any backlink should have to be a followed one in order to increment the PageRank of your linked page, I consider that actually a link is not just about PageRank anymore, but trust and brand awareness. In fact, even though search engines do not carry PR through the no followed link to your site, they record it and they take notice that your site has been cited in a site. If that site is an authoritative one or a trusted seed, somehow its aura will reflect on your own web site, which will gain trust and relevance to the eyes of the search engines, therefore better rankings. Just for this reason it is good to be linked by Wikipedia or any authoritative social media site, and I include in this definition sites like forums, blogs and Q&A sites, which are social by nature. Obviously, they can directly send good traffic to your web site: just think at Quora and the traffic a link in a voted or most useful answer can lead to your site. Under what circumstances can you pursue links from Wikipedia? First of all you must have great great content or very specific and unique. Wikipedia folks are very picky about what sites to cite as external sources for any voice. If you have that content, then you can suggest it for the right Wikipedia voice. Example: during an competitive research about travel to Patagonia related web sites, I saw that the one that was ranking first in had a link from Wikipedia. I dug into that link and discovered that it was to a post about the Welsh immigration in Patagonia present in that site’s blog. Is that link sending traffic to the site? Probably not at all, but it was noticed by someone in the BBC website, who finally linked to that same post citing Wikipedia. Boom, now that travel site not only as one link from Wikipedia, but it has also an important backlink from another trusted seed: the BBC. Moral of the story: Wikipedia maybe won’t send you directly great traffic, but to have a link in it gives authority to your site, therefore others will tend to cite your site and link to it.Barry Schwartz, Executive Editor, Search Engine Roundtable:Nofollowed links do not pass any search engine ranking value for most of the search engines, including Google and Bing.  You can have a nofollowed link on Wikipedia or even Google’s main blog and it won’t count in terms of improving your rankings. That doesn’t mean the link is not valuable. Sites with lots of traffic with links on them, even if they are nofollowed, still can send traffic.  That traffic can help with leads, conversions and even encourage other sites to link to you without a nofollow attribute on the link. When it comes to getting links and social media, it is more about creating awareness about your content or product. That awareness will lead to more link building opportunities and create even more awareness for your content.What’s your take? Have you seen value from nofollow links to your blog or website, or none at all? Let us know in the comments.Photo Credit: Dawn Huczeklast_img read more

How Should Data Drive Your Business? Find out with Web Analytics 2.0!

first_img , was the first to combine the power of qualitative and quantitative analysis into one cohesive approach.  Since its publication, digital marketing has become ever more social, we have an ever increasing number of ways in which we can collect qualitative feedback (online agile surveys, online usability testing, etc), there is an explosion of competitive intelligence available to us, and so much more power in the free/paid tools available to us. Those factors were the primary impetus in writing Measuring Economic Value forces us to identify the Macro & Micro Conversions, which in turn can’t be done without a deep analysis of Objective and Goals, and no value can be assigned without an understanding of business impact. , and we’re giving away a whole collection of the best marketing books, plus an iPad2!  To teach you more about the books we’ve selected to include in our Sweepstakes, we’ll be doing a series of blog posts that contain reviews of the books, as well as interviews with some of the brilliant authors who wrote them! Economic Value of your digital existence Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity . We make very, very poor decisions about the value of our inbound marketing efforts because we measure the wrong things, or insufficient right things. One of the great marketing books included in our giveaway is HubSpot’s having a Web Analytics 2.0 Topics: Originally published Jun 14, 2011 9:00:00 AM, updated October 20 2016 Who would benefit most from reading your book?  Why? ? My first book, for the chance to win — . Web Analytics: An Hour A Day The book simplifies a complex world and provides specific recommendations, for businesses of all types, on how to be more data-driven. What inspired you to write Web Analytics: An Hour A Day In each case I follow this basic framework: Why should you care? What should you care about? How to go about solving the problem. What would you say is the most important take-away from your book, and what makes it the most important? Marketing Library Sweepstakes You do this, and life as a “web person” will never be the same again. I promise. The book is deliberately written to be a non-technical; its primary aim is to help you adopt a specific mental model.  Anyone involved in digital marketing efforts will benefit from the book. Analysts will find its recommendations on valuable metrics, customized reports, key data sources, and advanced analytical techniques to be valuable. Designers and UI folks will benefit from the strategies outlined to make quantitative data actionable.  Marketers will benefit from specific guides on how to make email, social, paid search, SEO, etc. marketing efforts more accountable. Business owners will benefit from strategic concepts like measuring economic value, multi-channel attribution analysis, competitive intelligence analysis, etc. , and many more! Marketing Library Sweepstakes — .  His powerful argument for the importance of using data to transform your business takes the form of a simple guide to the best web analytics tools and methodologies. , by Avinash Kaushik.  In this book, Kaushik expands upon the lessons in getting optimal use out of web technologies which he presents in his bestselling book, There you have it, a guarantee from bestselling author Avinash Kaushik that reading this book will change your business for the better.  Enter our Web Analytics 2.0 Web Analytics 2.0 If there is only one thing I could pick, it would be the computation of We did a short Q&A with Kaushik to find out more about his book.  Here are the answers to a few of our questions, straight from the author himself! Data-Driven Marketing How do you use web analytics?  Is your business data-driven? Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more

11 Common A/B Testing Myths BUSTED

first_img Originally published Mar 12, 2013 9:00:00 AM, updated July 28 2017 When you’re making marketing decisions every day, you probably don’t think about taking some time out to run an experiment. You’re busy writing email copy, designing your latest landing page, or crafting the perfect social media update — not creating tests, optimizing treatments, or shattering null hypotheses.But what if I told you that the latter three actions could completely transform the way you do the first three, help you make solid decisions based on data, and generate even more leads for your business?A/B testing, also known as split testing, allows you to do just that. To perform an A/B test, marketers take two different versions of one piece of content (often landing pages, emails, and calls-to-action) and test them with two similarly sized audiences. To find out which test won, marketers measure whether the winning test is statistically significant with a certain level of confidence (95% or more). Using split testing in your marketing helps you optimize your assets for increased leads and converted customers.  Unfortunately, this isn’t what everyone hears about A/B testing. There are a ton of myths out there that prevent smart marketers from making accurate, data-driven decisions. To keep you from landing in that camp, we’re going to debunk some of the most common A/B testing myths out there. Let’s get started!Myth #1: Marketers’ instincts work better than A/B testing.Even the most talented and experienced marketers can be wrong. After years of experience, many of us have a solid understanding of what generally works to convert visitors into leads, and leads into customers — but instincts shouldn’t be the only thing guiding our decisions.Split testing allows you to use data to drive more traffic to your website and increase conversion rates. In fact, A/B testing has been shown to generate up to 30-40% more leads for B2B sites, and 20-25% more leads for ecommerce sites.The moral of the story here: if you’re relying only on the HIPPO (highest paid person’s opinion) in the room, you’re missing out on the potential for increased revenue.Myth #2: You should use A/B testing before making every single decision.While split testing can help you with many of your marketing decisions, you don’t need to test every single decision you make. Some changes are not worth testing. For example, you don’t need to A/B test the clickthrough rates of these two headlines: “The Marketer’s Guide to Pinterest” and “A Marketer’s Guide to Pinterest.” Though split tests work well for small changes like the color of your CTA, switching out “the” for “a” won’t make a dent in your conversion rates. Now, if you wanted to test two headlines with different positioning — yes, that would indeed warrant an A/B test.Myth #3: A/B testing is not as effective as multivariate testing.A/B testing and multivariate testing (MVT) are both great ways to use data to drive your marketing decisions, but they are used for very different purposes. A/B testing is used for testing one element in two or more different treatments. MVT is used to test the effectiveness of multiple combinations of elements across multiple treatments.For example, an A/B test would be used to test the effect of the CTA color on the conversion rate while all other elements on the page are the same — the traffic sources, type of visitor, layout of the form, and even the accompanying copy and image. You’re trying to answer one direct question: How does the color of the CTA affect conversions? You aren’t trying to explore how combinations of elements affect conversions (e.g. how the combination of the color of the CTA, the number of fields in the form, and the type of image used affect conversions).So it’s not that one test is more effective than another — they’re just … different types of tests!Myth #4: If a treatment works for one marketer, it will work for any marketer.Though there are a ton of A/B testing case studies demonstrating the success of certain layouts, designs, and copy on conversion rates, you should never blindly follow other marketers’ success without testing it on your own first. Each testing situation is different. The original site has different traffic, audiences, products, marketing funnels, and promotions, so what works for that site may not work for yours.That being said, taking a page out of someone else’s marketing plan can be a great jumping off point for your own marketing activities. For example, if you’re looking to improve the clickthrough rate (CTR) on your emails, you might want to try using a personalized sender name. In 2011, we conducted a test to see if including a personal name from someone on the HubSpot marketing team in the email’s “From” field would increase the email CTR. In the test, we saw that the control (From “Hubspot”) had a 0.73% CTR while our treatment (from “Maggie Georgieva, HubSpot”) had a 0.96% CTR — the personalized “From” field was a clear winner with 99.9% confidence.This test worked for our audience, so it may work for yours … or it may not. Use A/B tests to try it for yourself and learn the best tactic for your audience, and your marketing.Myth #5: You need to be a tech-savvy marketer with a large budget to do A/B testing.A/B testing doesn’t have to be expensive. If you’re operating on a near-zero-dollar budget, there are free split testing tools available like Google Analytics’ Content Experiments. Though Google’s tool is free, you will have to be a bit more tech-savvy to implement it.Most paid A/B testing tools, including the one in HubSpot’s all-in-one marketing software, have a higher upfront cost but are much less technologically challenging. Paid tools are obviously more expensive than free tools (duh), but you may be able to work more quickly to cut down on the overhead costs.Besides navigating technology and budget issues, you will need to be comfortable using some math to properly execute a split test. All winning tests must be statistically significant, so you’ll need to know what that means and how to use it to interpret the results. While you can determine if something is statistically significant with pen and paper, you can also use HubSpot’s free A/B testing calculator to figure it out.Ultimately, you’ll need to have different levels of technological and mathematical knowledge depending on what resources you have available, but budgets don’t need to be a barrier to A/B testing if you don’t mind diving into numbers and technology.Myth #6: A/B testing is only for sites with a ton of traffic.Since you only need to study two treatments in A/B testing, you don’t need a ton of visitors to test results — you just need enough to reach statistical significance (the point at which you have at least 95% confidence in the results). Though more visitors can give you more accurate representations of what works and what doesn’t, there isn’t a universal minimum number of visitors you need for an A/B test. All you need is enough people to make sure the test is statistically significant.There also are quite a few free tools out there to help you find how many visitors you need without getting an advanced degree in statistics.Myth #7: A/B testing negatively affects your SEO.One of the frequently asked questions about A/B testing is whether it can hurt your SEO. People think that if you’re testing multiple versions of the same content, your website could be categorized in Google’s algorithm as duplicate content and penalized in the SERPs as a result.This myth is completely false — in fact, Google encourages you to and gives guidelines around how to test your content to get more visitors and conversions on your website, without being penalized for duplicate content. This is one step that can get somewhat technical without A/B testing software that already takes all of this into account for you, but it’s worth the investment since being found by search engines is essential to your inbound marketing success.Myth #8: If one treatment stands out immediately, you don’t need to continue running the rest of the test.One of the most important things to remember when running an A/B test is to always wait until your results are statistically significant. Like waiting for the statistically significant number of visitors, determining the time length to run an A/B test should be based off your confidence interval. Even if one test seems to be winning by a landslide immediately, if the sample size and time frame are not statistically significant yet, you need to keep the test running.If you end up pulling the test before it has a chance to display accurate data, you could end up choosing the wrong test to implement in your marketing — a potentially costly mistake. If you’d like to figure out how long your test needs to run before it reaches statistical significance, try Wingify’s test duration calculator.Myth #9: Winning treatments will always look pretty.One of the reasons that you should A/B test in the first place is to help drive your marketing with data, not subjective opinion. Time after time, A/B tests have proven that landing pages, emails, or CTAs don’t always have to look beautiful … they just have to work better than the alternative. Even if a test isn’t pretty, it still can drive more conversions than one with a more “beautiful” layout. Don’t rely on your judgment of the design — use the A/B testing results to guide your marketing.Myth #10: You’re only measuring one conversion rate.A/B testing results shouldn’t just stop at one metric — you should be examining how your treatment moves multiple metrics. Otherwise, you risk missing larger, more important insights. For example, if you were using an A/B test to see how the color of a CTA affected conversions on your company’s blog, you wouldn’t want to just look at the number of blog subscribers your test drives. You’d want to see how many visitors converted into leads, and how many leads converted into customers, too. You might actually find that the color that converted the most subscribers was resulting in a decrease in leads! And hey, that might be okay, if your goal is subscribers even at the expense of leads. Or, it might cause you to scream in horror and immediately change the color back, knowing that more subscribers aren’t worth it if it’s at the expense of leads.Either way, it demonstrates the importance of looking at more than just one metric when analyzing the results of a test.Myth #11: After you finish your A/B test, you’re done.So you ran an A/B test, gathered a proper sample, reached your confidence interval, and one test won … but you aren’t done yet. Whether you’ve found dramatic results or not, you should keep testing and optimizing your content for conversions and leads. In other words, A/B testing shouldn’t be a one-time experiment — use it to continually adjust and improve your marketing.For example, let’s say that you’ve used an A/B test to determine that a red CTA button increased conversions over a green CTA button. Now that you know which CTA to use, you should try testing which button copy continues to increase your conversion rate. By continuing to use split testing, you can use data to drive your marketing decisions, a smart and cost-effective way to grow your business!What common A/B testing myths have you seen debunked?Image credit: Ken’s Oven Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more