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TransferWise has twice the valuation of WorldRemit even though they both started about the same time.

Could Worldremit have tested their way to a marketing strategy that made them competititve with TransferWise? We think so. But TransferWise figured it out, and when they did, they didn't let go.

Everything we do as marketers or salespeople is about story. Our content and conversations should excite the imagination and make others curious about the characters in our story - and perhaps see themselves in it. A.I. and other tech innovations will allow us to get closer to the characters in the stories we tell.

One way of integrating the writing and the design. These two processes cannot be done separtely. And this article recommends AB testing.

This is a great illustration of the tension between performance marketers and designers, data vs. intuition, left- vs. right-brain design. It doesn't settle anything, but some of these we can certainly agree on.

Why do I study writing so much? Because it is the most reliable way to improve the conversion performance of a page or website. Take some time with this article.

These are the things that make redesigns fail. I've seen it. Over and over.

We are living in a golden age of marketing.

by @dragals We should set our sites on the long-term benefits of conversion science as marketers or business owners. This inevitably means a change in culture. Dave offers some good tips for planting the seeds of a testing culture.

What Seth calls a "Use Case" we call Personas in the world of conversion. Otherwise the benefits are the same: understanding your most important visitors, ending bad relationships with poor customers, and getting everyone on the same page.