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Art is a freelance copywriter/content marketer based in the UK. He’s worked with both startups and large corporations on topics ranging from fitness to tech and business issues.

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Why Giving Customers What They Want is a Bad Idea

by Art

flying car

A while ago I came across a post on Reddit that got me thinking about giving customers what they want: The original post received almost 7,000 upvotes. That’s a lot of restaurant customers who just want to see the menu, hours and address. And, if you’ve ever visited one of those complex and meandering…

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Is Bad CRO The New Black Hat SEO?

by Art

First of all, I need to give a shout out to a commenter on one of my previous articles who (in part) inspired this piece. The comment came from Mitch Rezman, and is as follows: Mitch actually raises two issues that I want to deal with separately.

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How To Write Product Descriptions That Don’t Suck

by Art

How To Write Product Descriptions That Don't Suck

Yup, most product descriptions stink. Often times they’re dull and rarely engage the visitor. Worst of all, they’re usually duplicate descriptions that are being used on other e-commerce sites all around the Internet. By having duplicate product descriptions you’re hurting your SEO rankings, effectively shooting your business in the foot.…

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What The Queen Can Teach You About Email Marketing

by Art

queen and email marketing

In the UK there’s a quaint tradition of relatives applying for a congratulatory card from the Queen when family members reach their 100th birthday or diamond wedding anniversary. Even though tens of thousands of these cards are sent out every year – the cards use recipients’ full names and birthdays/anniversaries, so they…

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What’s In Store For The Future Of Split Testing?

by Art

future of split testing

I started writing this post on October 21st (2015), also known as Back To The Future Day. For those not in the know, this is the day that Marty McFly and Doc Brown travel through time to—at the time of filming—the distant future. This seemed like a nice time to…

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Just How Proven Are *Those* Proven CRO Tips?

by Art

how proven are those CRO tips

In an article I wrote for Kissmetrics last month, I called for marketers and copywriters to be wary of so-called “best practices” and I believe you should treat CRO case studies with the same skepticism. Space constraints in that article prevented me from exploring the idea further, but I knew that I…

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How’s Your A/B Testing Going… Post-Mobilegeddon?

by Art

mobile a/b test post mobilegeddon

Before I get into this post, I want to reinforce something that’s common knowledge and expand on why it’s important in the context of everything I’m about to write. People act differently on mobile compared to how they act on a laptop or desktop computer. I don’t think there’s anyone out…

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The Changing Face Of Using Live Chat For Conversion

by Art

changing face of live chat

Live chat software isn’t anything new in the online world, but it’s still something that can be extremely valuable to customers and (as you’re about to find out…) for conversion. Making a phone call disrupts workflow—and often involves sitting on hold—and email response times can be slow, whereas live chat is…

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