Gumloop vs Uniphore

AI Text Box Loses to Simple Sign-Up Buttons in A/B Test

A newsletter article describes an A/B test by forms.app, a form builder with 4 million users. The test, shown to 25,000 new visitors, compared three homepage variants: an AI text box for describing a form, sign-up buttons (Google, Apple, email), and a single 'Create a form for free' button. The sign-up buttons converted at 15.15%, the 'Create a form' button at 9.60%, and the AI text box at only 5.74%. The AI box also performed worst on other metrics, with 84% of viewers clicking nothing. The author emphasizes that requiring users to think or type before value is a barrier, recommending moving such questions after signup, adding clickable example buttons, or asking for easily pasteable inputs like a URL. The article also mentions Microsoft Clarity as a tool for observing user behavior.

• forms.app A/B test on 25,000 new visitors showed sign-up buttons converted at 15.15%, 'Create a form' button at 9.60%, and AI text box at 5.74%.
• The AI text box had the lowest engagement with 84% of viewers clicking nothing.
• The 'Create a form' button attracted fewer sign-ups but more active users (3.63% vs 3.23%) and more buyers (0.176% vs 0.102%).

Couchsurfing Win-Back Email Uses Identity Marketing

The article highlights a win-back email from Couchsurfing, which cleverly uses identity-based marketing to re-engage churned users. Instead of focusing on the product, the email compliments the recipient's identity and uses nostalgia, with a button reading 'I'm Still That Person' that serves as an identity affirmation. The offer of one free month is placed at the bottom, making it feel like a bonus rather than a bribe. The author 'Tom' analyzes why this works, citing psychological studies on framing actions as identities, and provides actionable tips for marketers: open with identity-based compliments, make buttons into identity claims, and place offers at the end. He also mentions a similar approach by Atlas Privacy, which pre-created accounts for dead leads, yielding 8-12.5% conversion. The piece includes sponsor promotion for Gumloop, an AI agent platform used by teams at Shopify, Ramp, and Instacart.

• Couchsurfing sends a win-back email that compliments churned users' identity.
• The email button reads 'I'm Still That Person'.
• The free month offer is placed at the bottom of the email.

Anti-marketing: Spend Ads Budget on Real Experiences

The article describes the rising tactic of "anti-marketing": spending advertising budgets on non-ad experiences that generate organic attention and stories. Examples include Gumloop paying street musicians to perform with branded signs (a LinkedIn post from Gumloop’s CEO received 2,300+ likes) and Sticker Mule allocating 5% of its ad budget to giving strangers $100 on camera. The author also recounts raffling books and shipping ~45 books (~$2,000) as a marketing stunt. The piece frames anti-marketing as a shareable, attention-driving alternative to traditional ads and suggests small-scale executions can create compelling stories without fully abandoning paid media.

• Gumloop paid street musicians to perform with a Gumloop sign outside their office and across the city during a conference.
• A LinkedIn post about Gumloop’s stunt received 2,300+ likes and hundreds of comments.
• Sticker Mule allocates 5% of its ad budget to giving strangers $100 bills on camera; its CEO said, "It’s not philanthropy, it’s marketing."

Uniphore Launches Marketing AI as Marketing Moves Beyond the CDP

Uniphore introduces Marketing AI, a new system of intelligence that predicts individual customer behavior, simulates outcomes, and powers autonomous execution.

Uniphore Launches Marketing AI as Marketing Moves Beyond the CDP

For more than a decade, marketing has invested in one goal: creating a single view of the customer. Customer Data Platforms (CDPs) transformed our industry by bringing together fragmented customer data, making it easier to activate insights across channels and deliver more personalized experiences. Those investments created the foundation for modern marketing. Today, that foundation […]

Uniphore Launches Marketing AI as Marketing Moves Beyond the CDP

For more than a decade, marketing has invested in one goal: creating a single view of the customer. Customer Data Platforms (CDPs) transformed our industry by bringing together fragmented customer data, making it easier to activate insights across channels and deliver more personalized experiences. Those investments created the foundation for modern marketing. Today, that foundation […]