We’ve all been conditioned to automatically put on our seat belts when we get into a car.
It’s an automatic reflex because we have been conditioned to not think about it.
All conditioning aside, there’s a reason why you put your seat belt on every time you get into a car, because you could get hurt driving without one.
Making decisions with data is the same way.
Too frequently decisions can be driven by the numbers we have instead of the numbers we need.
Why then do we as marketers think it’s OK to Not put our seat belts on when it comes to conversion rate optimization?
The equivalent of driving the marketing sports car without a seat belt is designing conversion rate A/B tests without first looking at any data. We jump on our site and say change this and that in a desperate attempt to move the needle when first we need to take a step back an begin with data analysis. Only then can we truly get to where we want to go safely.
Photo Credit Pirate Johnny – via Flickr
