Part of being a good business owner is trusting your gut. You’ve been in your industry for a while, you know the landscape, and you likely have a good sense inherently of where things are going. But sometimes the biggest, most disruptive ideas are the ones that are unexpected.
This is where science comes in. Using testing and experimentation to challenge preconceived notions you might have about your business or industry can sometimes help you see the disruptive writing on the wall. In this roundup, we’ll look at how to use research and science to drive healthy change and tremendous growth.
1. Use the Fogg Behavior Model to Increase Conversions Online
Dr. BJ Fogg developed a behavioral model to explain the three elements that come together to induce a desired behavior. By effectively harnessing these three elements—motivation, ability, and trigger—you can drive customers to engage with your content in a way that drives revenues for your business.
2. Force #4: Measure and Experiment
We’re fortunate as digital publishers to have access to all sorts of metrics on our readers. We should be putting them to good use! This article covers the basics of creating a dashboard, tracking metrics, and using that information to experiment with your business model.
3. What Is a Customer Data Platform?
The way that businesses can track user data grows more and more sophisticated each year. Customer Data Platforms allow publishers to see how users are interacting with their brand on- and offline. These valuable insights can help you run an effective “sessions-based marketing” offensive.
About the Author
Rob Ristagno, Founder and CEO of Sterling Woods, previously served as a senior executive at several digital media and e-commerce businesses, including as COO of America’s Test Kitchen. He started his career as a consultant at McKinsey. Ristagno holds degrees from the Harvard Business School and Dartmouth College and has taught at both Harvard and Boston College.
Rob is the author of A Member is Worth a Thousand Visitors: A Proven Method for Making More Money Online. He regularly speaks at key media conferences, including at Niche Media events, Specialized Information Publishers Association meetings, and the Business Information and Media Summit.
