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Video: Shane Sparks on Testing Your Way to the Truth

Check out this short (4:25 minute) video of Shane Sparks sharing some pearls of marketing wisdom at the 11th Annual Pacific Institute’s Best Practices and Business Conference in April 2014.

Shane discusses how fundamental your product offering is and the consequences of giving marketing to 3rd parties. Marketing is about “testing your way to the truth”, Shane shows some neat examples of split testing, including a 20% improvement conversion rate just by changing the color of a button on a call-to-action form.