Tag: conversion rate optimization

In order to get more visitors to do what we ask, we employ tactics from tried and true direct marketing and call it conversion optimization (CRO). These methods do work and more visitors take more action and buy our products. In so doing that changes them and changes the story they tell them selves about who they are.

The role of marketing is in a transitionary period, shifting from mostly promotion to thinking more like a developer.

The new marketing mind-set must frame questions develop hypothesis and then create experiments to gain knowledge and understanding.

We’re all human but our testing platforms are not. They have been designed using statistical calculations and standard deviation. But even then, humans are doing the interpreting and mistakes can be made, even on the mathematical side of things, if we let them.

Conversion rate optimization is still expensive. Not the front end cost. The tools available today to do A/B and Multivariate testing is cheaper than ever. Ranging from a few hundred bucks a month to totally free.

The shopping cart is one of the final hurdles an online visitor has to jump over to convert into a sale.

To make a meaningful difference with meaningful results requires guts. And it starts with one person within an organization to stand up and say:

“I don’t know if this is going to work but… let’s test it.”

It’s not easy to substantially increase conversion rates. That’s because being willing to make big gains, means making big changes. Changes in mindset, risk, and your willingness to push the edges and accept uncertainty for a greater opportunity.

Here are my 3 links this weekend that are with checking out. If you do anything with conversion rate optimization or web analytics, these links are for you.