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Ethan Hays
Works at gyro
Attended Pepperdine University
Lives in New York City
686 followers|34,226 views
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Ethan Hays

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Videos on Landing Pages for CRO

Came across this gem of an insight from an AMA with @oligardner:

"Video is really tough. From my experience (which has been corroborated by fellow CROs), videos are sometimes played by only 10-12% of visitors. So putting your faith in a video is dangerous. At the very least you should be confident in the landing page communicating your value proposition without the video being there.
The times when video is invaluable is when words can’t really describe what it feel like to experience your app/software etc. Or when it’s a testimonial. We got a 25% lift in NTS (new trial starts) using the testimonial video on our homepage compared to a text testimonial.

"A video is never really a distraction unless you use autoplay which is just a horrendous experience.

"I’ve run tests with autoplay vs. user directed. Yes you get more plays with autoplay, but you throw away so many quality people who just aren’t willing to put up with it. My autoplay tests have always failed.
Context of use is the primary objective of a video. Instead of a photo of “object” you show a video of said object being used, and the benefit that is realized from the usage."

#cro #video  
[AMA, Must Read] I’m Oli Gardner, co-founder of Unbounce, The Landing Page Builder For Marketers << and Growth Hackers, and I’ve seen over 80,000 landing pages (ask me about that). I became a marketer the day we started Unbounce (previously: creative director, interaction designer, usability lead, wildlife photographer, web developer, pizza delivery driver, C programmer, beehive factory worker). I believe that everyone should be a writer. Now...
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Ethan Hays

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ZEBRAs are Worse Than HiPPOs  http://bit.ly/1gC5UUD

ZEBRA = Zero Evidence But Really Arrogant ;)

#leanstartup  
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Ethan Hays

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Lean UX for Growth

Great stuff from @lauraklein about building growth directly into your product, rather than bolting it on after the fact.

#leanstartup #leanux #growth  
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Google Tag Manager Fundamentals Is The Goodness

I don't usually go all fan-boy, but the Google Tag Manager Fundamentals course was one of the most practical online courses I've taken in years.  http://bit.ly/1Rxdonj

You can take this course in a couple of hours, implement the suggestions, and your business will be on a path toward quantitative improvement. 

I've taken GTM courses through Lunametrics, which were also very good.  But this course does a better job of showing you tactical step-by-step directions for implementing the most important stuff for your web business.  Highly recommended.

#analytics #GTM #googleanalytics  
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Brilliant Interactive Infographic

This is fantastic.  NYTimes Upshot asks a question (how does income correlate with college attendance), then has you draw your guess at the answer, then shows you the actual numbers.
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The Secret Psychology of Facebook

Not so secret, actually.  People who participate on social media tend to feel more connected, while lurkers do not.

"According to researcher Moira Burke, lurking on Facebook correlates to an increase in depression. “If two women each talk to their friends the same amount of time, but one of them spends more time reading about friends on Facebook as well, the one reading tends to grow slightly more depressed."
The post first appeared on Buffer. Whenever I hop onto Facebook to do something specific—find a link I saved for later or see what’s happening on Buffer’s Facebook page, ...
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What Every Manager Should Know About Machine Learning

Especially for those of us in the SEO field, the idea of "feature extraction" is very important.  In large enough data sets machine learning will aggregate signals that are spread out over lots of variables, where the influence of any one variable would be too small to notice.

Basicially, the machines are way smarter than us when it comes to feature extraction, which means focusing tons of energy on a very narrow range of signals is probably missing the point. cough*onpageSEO*cough

http://bit.ly/1e1fXAN

#machinelearning #seo  
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Planning for Innovation

Some great stuff from +steve blank on fostering a culture of innovation, including planning across the 3 horizons - emerging, rapidly growing, and mature businesses. http://huff.to/1O1fScA

#leanstartup #innovation  
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Why Grandma's Sad

An amusing piece from The Awl about the cross-generational trend of demonizing "screen time" for kids.  The author's point is that screen time is a different kind of social interaction that parents and grandparents can't understand or appreciate. 

That may be, but I also know that Skinner-box psychology is front and center in the minds of most product people.  People expressly set out to create "addictive" products by engineering them to engage  really primitive reward mechanisms in the brain. "HOOKED: How to Build Habit-forming Products" by Nir Eyal wouldn't be flying off the shelves if there wasn't a big market for this kind of thinking.
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Best Thing I've Seen in Source Code All Week

This was in source of a page about pushing the web performance boundaries of Polymer 1.0 (which is an excellent article, btw): http://bit.ly/1QuTVIt

#webperf #polymer  
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Googlebot Crawls the DOM & JavaScript

This is one of the most important evidence-based discussions of Googlebot's behavior I've seen in years.  Hats off to +Adam Audette and his team - this has important implications for what we consider "search friendly" design patterns.

#technicalseo #seo  
Think Google can't handle JavaScript? Think again. Contributor Adam Audette shares the results of a series of tests conducted by his colleagues at Merkle | RKG to examine how different JavaScript functions would be crawled and indexed by Google.
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Silk Road's Dread Pirate Roberts Kept a Diary

And it was read into evidence as part of his trial.  It's an interesting read.

#darkweb #deepweb #silkroad  
How can Ulbricht explain a laptop with all Silk Road's secrets—and many of his?
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People
In his circles
15 people
Have him in circles
686 people
Lawrence Adams's profile photo
Bertrand Damiba's profile photo
JT Interiors Furniture and Accessories's profile photo
Arturo Midgett's profile photo
Justin Usher's profile photo
WILMA MONTGOMERY's profile photo
Govinda Rima's profile photo
DUBER PEREZ B's profile photo
Volker Harbecke's profile photo
Work
Occupation
Web Strategy Consultant
Employment
  • gyro
    Head of Digital Products, 2012 - present
  • BUZZMEDIA
    SEO Consultant, 2011 - 2012
  • Uptake Networks
    Director of Revenue, 2011 - 2011
  • Stone Temple Consulting
    Principal SEO Engineer, 2009 - 2010
  • Healthline Networks, Inc.
    Senior Product Marketing Manager, 2006 - 2009
  • Trouve Publishing
    Director of Search Engine Marketing, 2006 - 2006
  • QuinStreet
    Business Development, 2003 - 2005
  • LeadQual
    Director of SEO, 2010 - 2011
Places
Map of the places this user has livedMap of the places this user has livedMap of the places this user has lived
Currently
New York City
Previously
Bay Area, California
Story
Tagline
Web marketing nerd and grilled meat enthusiast.
Introduction
My primary areas of focus are web strategy, search engine optimization (SEO), social media, web analytics and conversion rate optimization (CRO), with a focus on applying SEO best practices and rigorous analytics to the product development lifecycle.
Education
  • Pepperdine University
Basic Information
Gender
Male