Do Gets to Know Katie Boué

DO Gets to Know Katie Boué

By | agency life | No Comments

Working at a digital agency has its perks. We get to work on some awesome projects and sometimes those projects get us invited to some pretty cool happenings. This past week Digital Operative got to hang with a bunch of outdoor junkies at the prAna headquarters where the Outdoor Industry Association was hosting a happy hour as part of their OIA Roadshow- West Coast Tour. But before we raised our glasses to the outdoor festivities DO was getting to know one of OIA’s own- Katie Boué. The Social Media and Community Coordinator is making her way around the west coast hanging with OIA members, hosting a few happy hours and documenting outdoor industry culture, rad! Read on to see how this whole thing shook out.   

First off mad, gratitude to prAna for opening their doors and letting us all hang out at their office. This company knows a thing or two about bringing the outdoors in. The space is truly a sustainable work of art, making it the perfect backdrop for the sustainability happy hour.

prAna cornhole

Shout out to the OIA tribe- Katie Boué, Nikki Hodgson and Jenn Brunson! They did an amazing job bringing some of the outdoor industry’s finest together for a great night of mingling, cornhole, education, San Diego craft beer and raising a few bucks for Parks4Kids.

OIA- Nikki Hodgson

As members of the OIA we love seeing the community come together to celebrate our commitment to sustainability. As we travel further down this road we’re learning that there’s more to a brand than just their logo, it’s the legacy they want to leave behind long after they’re gone. The companies, big and small, who travel down this road with OIA will be known for their sustainable practices, their passion for ethical industry standards and so much more.

Needless to say we were pretty pumped to be in the company of so many great brands and individuals, so naturally we had to put a video together. Check out our quick interview with Katie Boue and the Sustainability Happy Hour and feel free to hit us up if you want to learn a little more about the services we offer.

Till the next adventure,


Welcome to Digital Operative

Meet and Greet with Keddy Russell-Curry

By | New Employee | No Comments

Meet Keddy Russell-Curry:

Keddy is one of Digital Operative’s latest and greatest! Joining us as our Paid Media Specialist, Keddy jumped headfirst into the marketing team where his quick wit and great sense of humor made him a perfect addition to the team. We want you to get to know Keddy too, so we’re going to let him tell you a little bit more about himself. Take it away, Keddy!

Well hello! I’m Keddy, let’s get started… I grew up in Merced, CA, where I spent most of my time playing in Mexican soccer leagues (as the only non-Mexican) and leaving town as often as possible, either to head down toward the snow, or to play gigs around the state as a punk musician. I got my undergraduate degree at UC Santa Barbara before joining Teach For America, where I taught 7th/8th grade Reading, Writing and Math for two years at low income, low-performing schools in Phoenix, AZ. After deciding I did not want to stay in teaching, I moved to San Jose to get back into the business, before deciding to pursue my MBA with an emphasis in Marketing here in San Diego, where I simultaneously began working in Paid Media… and here I am!

Let’s get to know Keddy a little better with a few RAPID FIRE QUESTIONS:

  • Website You Visit The Most:
  • iPhone or Android: iPhone/apple e’erythang
  • First thing you do when you get to the office: get judged by the marketing team for only eating protein bars for breakfast
  • How Do you take your coffee: I exclusively drink Americanos
  • Fun Fact about yourself: my lung has collapsed twice
  • Something you say frequently: “you know what really grinds my gears?”… or “ALL DAY” exclaimed as obnoxiously as possible
  • Favorite thing to do on a Saturday: play pick-up soccer
  • Cats or Dogs: dogs… especially if it’s someone else’s
  • What would you sing at Karaoke night: Journey – “Don’t Stop Believin”
  • Do you have a nickname, what is it: no nicknames that have stuck, Keddy is weird enough and already sounds like a nickname
Using CRO

Why So Many Ecommerce Companies Use CRO (And Why You Should, Too!)

By | strategy and planning | No Comments

The name of the game is CRO, and if you’re not already playing, then you’re a few steps behind the competition. Thankfully, contrary to the sentiments of The Biebs, it’s not too late!

At this point, you’re probably wondering, “Well, what exactly is CRO?” No, we didn’t misspell the name of the bird nor did we misspell the name of the 1994 action-packed blockbuster (although, to be fair, the film is an absolute certified Fresh classic—check it out sometime, folks).

What is Conversion Rate Optimization?

The acronym refers to conversion rate optimization. Conversion rate is the likelihood that a website visitor will go to your site and convert; to do what you want him/her to do—whether that’s make a purchase, download an app or sign up for a newsletter. Conversion rate optimization, on the other hand, is improving certain aspects of your website to get your visitors to convert through deep data analysis and rigorous user testing. Easy enough, right? 59% of companies polled by Econsultancy seem to think so.

Having a great website is more than just using engaging content and Google-proof SEO tactics to garner site visits. Now, make no mistake: site visits are important, but getting them is merely the first step. Those visitors have only just entered the funnel, but we want to bring them all the way through by compelling them to act—to convert.

To put it quite simply, CRO could spell the difference between someone who simply goes to your site and another visitor who goes to your site and performs an action that you intended. Site visits are nice to have, but in the grand scheme of things, you want visitors to convert. These “conversion points” come in the form of purchases, shares, sign ups, reviews and even building wishlists.

Enter Website Optimization & Testing

If you aren’t getting the results you want, chances are your conversion rate isn’t up to par. That’s where CRO comes in. Here at Digital Operative, we affectionately classify CRO as “Optimization and Testing.” It may not sound as cool, but it makes more sense and is just easier to understand. While CRO may refer exclusively to sales in some instances, Optimization and Testing means making a website better in all aspects—from average order value (AOV) to per visit value (PVV) and even revenue per visit (RPV).

3 CRO Tips

Here’s 3 Free CRO Tips for Your Ecommerce Website

  1. Attribute Expansion via Site Search – Start by looking at your onsite search data to see what combinations of keywords visitors are using to get to products they want. You can use these keyword insights to see if they can help expand attribute opportunities to improve layered navigation or filtering on category pages. Simply put, this will only improve findability for the visitor as well.
  2. Reduce the Form Fields People! (Keep context in mind) – Obviously reducing hurdles like twenty form fields is going to increase conversion rate, but you also need to bear in mind the context of each form field as in a larger group some fields will get a lot of engagement. Add on the whole mobile layer to this and you’ve got to keep it simple as stated in this Optimizely post on CRO hacks.
  3. Be Better Than The Average Conversion Rate – Every industry has it’s standard conversion rates and in the ecommerce space it’s around 1.84% or 1-2%. Instead of just aiming to be average, look at the top 20% and make that your target. If you’re looking for historical data, check out the 2015 Q2 Ecommerce Quarterly from our friends over at Monetate. Thanks to our other friends over at Hubspot, you now can choose to be a Donkey or a Unicorn …
10 unconventional proven databacked cro hacks

source: 10 Unconventional CRO Hacks



If you are interested in smart decision-making and substantive results, then turn to us. In just 90 days, we helped soccerloco increase their online sales by 26%. Our team of seasoned CRO professionals is armed to the teeth with a sound methodology, a scientific perspective and a data-driven approach. With such an array of tactics—such as split testing (a.k.a. A/B testing), multivariate testing (MVT), remote usability testing (RUT), on-site optimization and heuristic evaluation—and a proven track record, we have what it takes to ensure that your website is improving and performing against your most important KPIs. Contact us today, and let us be your digital guide!


How to Avoid Brand Fatigue

How To Avoid Brand Fatigue in an Increasingly Noisy World

By | digital marketing | No Comments

 We’ve all been there. We’re jamming to some tunes in the car, and suddenly, the radio cuts to a tourism authority commercial . . .  the same one you’ve already heard at least five previous times that day, not to mention the tens of times you’ve heard it within the past month. Or better yet: Having that intense Hulu marathon of 11.22.63 be constantly interrupted by a pesky insurance commercial. The last thing on your mind when sleuthing through this riveting sci-fi thriller is getting a great deal on insurance, but that’s a little beside the point.

Two Words . . . Brand Fatigue

The reason your blood boils and annoyance threshold is crossed when these things happen can probably be attributed to one thing: brand fatigue. Brand fatigue is the marketing phenomenon of being inundated with too many promotional messages at once.

Simply put, we tune out when brands bombard us with too much sales talk. As we’ve seen, getting consumers on your side today involves more than just pushing products on them. As a brand, you should instead be focused on forging personal and sustainable relationships. And doing so means cutting through all the marketing clutter (a.k.a. brand fatigue).

According to The Huffington Post United Kingdom, people are exposed to anywhere from 250 to 3,000 ads a day. That’s quite a lot, even for a digital marketer like myself. So what can we do to avoid all of this brand fatigue?

  1. Focus your messages- 

    One of the big reasons people tune out when we try to reach them is because they don’t feel special. Customize your brand’s message—make it seem like you’re in the room with the other person and talking to them one-on-one. Make it personal, and make it relatable. Don’t just send out the same content to everyone. You know the creepy guy at the club that uses the same cheesy one-liner on every woman he talks to? Don’t be that guy.

  2. Give the consumers what they want, not what you think they want- 

    Another big thing that consumers look for in brands is active listening. If they know that we, as marketers, are listening to and pandering to their every need, they will be more likely to not only trust our brand but want to engage with it, as well. If they want to be entertained, put a couple tongue-in-cheek jokes into your message. If they want to be educated, include a couple facts or statistics. Give them something of value.

  3. Use brevity and irregularity to your advantage- 

    A big problem with some brands is that they think that constantly repeating the same things over and over again will not only get their messages across but win people over. This is probably the biggest contributor to brand fatigue. While exposure is good, conversion is better. In marketing, less really is more. The old adage of “Quality over quantity” could not be any truer in this situation. Make each and every promotional message a special and unexpected moment.

  4. Don’t be disruptive- 

    If your message is one that interrupts the flow of someone’s day, chances are they’re just going to avoid it and be irritated. The goal is to find consumers in their most comfortable and open states, and that means reaching them where they want to be reached (ahem, which probably doesn’t include intermissions between scenes of 11.22.63).

So, what can we take away from all this talk about clutter and brand fatigue? Just don’t be annoying. Instead, be engaging. Provide value and benefit to your consumers. Shake things up, make things exciting and don’t be afraid to jazz it up a little. Great marketing defeats brand fatigue, and here at Digital Operative, marketing is our middle name (not really, but it is one of our many fortés). If you’re concerned that people may be getting tired of your brand, reach out to us, and we’ll try to inject life back into your marketing efforts!

Welcome to Digital Operative

Meet and Greet with Scott Smith

By | agency life | No Comments

Meet Scott Smith:

Scott is one of Digital Operative’s Senior Visual Designers and since nobody know’s Scott quite like he knows himself, we’re going to let him tell you a little bit about himself. Take it away, Scott!

Hello everyone. My name is Scott Smith and I am excited to be here at DO. I have been designing for the last 8 years and am still incredibly excited by it.

A long time ago I was born near Pasadena in a small town called Temple City. I have an older hippy sister who lives in San Francisco and retired parents who spend most of their time sending me pictures of the awesome things they are doing while traveling throughout the south west. I lived in Temple City until I moved to San Diego to attend SDSU in 2006 and do not see myself leaving any time soon.

I love being outside and being active. I have a strange obsession with nutrition and human physiology. Although, I have done two Ironmans and one 50 mile trail running race, I am still a little fat kid at heart. I love pizza and “Little League Nachos” (fake orange cheese). I have a cat named Richard Parker (after the tiger in Life of Pi) who could really care less if I existed. I am always down for an adventure. So, if anyone is planning one, let me know.

Let’s get to know Scott a little better with RAPID FIRE:

  • Website You Visit The Most:… Alright fine, Facebook
  • iPhone or Android: iPhone for life!
  • Favorite Phone App: Headspace and Freedom
  • Favorite Industry related Website: Friends of Type
  • If you could only visit one website for the rest of your life, what site would that be? for sure
  • Something you say frequently: “…and it was so funny.” Usually after I tell a story that really wasn’t that funny.
  • First thing you do when you get to the office: Compliment Cody on his hair
  • If you could have any job in the world, what would it be: Acclaimed Pizza Critic and Lazyboy Tester
  • How Do you take your coffee: In a large cup 
  • Fun Fact about yourself: I have a titanium cheek
  • Favorite thing to do on a SaturdayGo cycling
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