The Content Department at Natural Intelligence runs a robust A/B testing program. With well over 1,500 tests under our belt, we’re happy to share some of the practices that help us maintain an impressive success rate.

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If you’re interested in making a real business impact through content A/B tests, follow these 6 steps:

Step 1: Document everything

The first step you should take is to document everything. Documentation can simply be done on an excel sheet or any other data visualization platform. While some members of your organization may find it dreadful, documentation is a crucial process to put in place.

Maintaining a record…


They say you only have a few seconds to engage users, which is why a user’s first glance at your landing page is crucial. It’s easy to say what turns users away from a page — slow loading time, intrusive ads, content overload. But is there a secret sauce to making users stick around?

The first things that stand out to users when they land on your page are the layout, colors, and images. We all know that images are worth a thousand words, but at Natural Intelligence, we found out that they can also be worth thousands of dollars.


By Bar Zukerman & Elad Ifergan

No matter what web page you’re promoting, chances are you’re playing in an incredibly saturated field where standing out from the crowd is a daily challenge.

At Natural Intelligence, we run comparison sites across dozens of industries, and PPC ads are an integral part of how we promote them. Just how integral? Natural Intelligence is a top 50 Google Advertiser spending more than $150M annually.

In marketing jargon, our target audience could be described as “high-intent users with low brand-consideration”-people who have a specific need, and are on the lookout for a product or…


The premier of the 8th and last season of Game of Thrones is right around the corner (April 14th, 2019, but who’s counting!?), which means it is a perfect time to reflect on some of HBO’s craziest, most creative (and expensive!) marketing campaigns. Is there a lesson for marketers here? Read on to find out.

1. The Melting Ice Block

In 2017 HBO made fans tune into Facebook Live just to see an enormous block of ice melt to reveal a plate engraved with the season 7 premiere date. Three million Facebook users watched the streamed event for a whopping…


By Bar Zukerman
Thursday, February 7, 2019

Content marketing generated 3 times more leads than paid search advertising in 2017, and more and more marketers are taking notice, delegating larger chunks of their budgets to their content strategies. According to a 2018 HubSpot report, marketers understand that content is more than just a trendy marketing tactic — it can be a dominant source of traffic, leads, and sales.

In fact, customers expect companies to provide them with informative content so they can make more educated decisions. A 2016 Demand Gen report revealed that 96% of buyers want content with more…

Bar Zukerman

Content Optimization Team Leader at Natural Intelligence.

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