“Growth Marketing Considered Harmful” Published in i-com

I’m proud that my article “Growth Marketing Considered Harmful” has been published in the latest issue of i-com ‒ Journal of Interactive Media.

Abstract: In today’s e-commerce industry, conversion rate optimization is often considered essentially the same as user experience optimization. In addition, there is a strong focus on quantitative experimentation, which some deem a jack-of-all-trades solution, often at the expense of qualitative user experience research. Both are worrying developments. This essay elaborates on why it is harmful to consider conversion rate optimization and user experience optimization to be the same thing in the context of growth marketing, and how the three concepts are interrelated.

Conversion Rate Optimization is a subset of Growth Marketing. Both have an overlap with User Experience. A/B Testing is a method that lies in that intersection.

Read more here 👉🏻 https://doi.org/10.1515/icom-2020-0016

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