Stories are How You Move Mountains
People love to listen to stories. It’s within our DNA and goes back to our cave man ancestors around the camp fire right along with cave drawings that told stories of great hunts.
Great stories stick with us, they get passed down to each generation and become myths that shape our culture, weather its our culture as a society or company culture it makes no difference, we all love a great story.
The elements of a great story are the same today as they were back then. You need a hero a protagonist, conflict and a resolution.
To move mountains within your organization you need to harness the power of storytelling, a subject I’ve been researching for quite some time and how it relates to conversion rate optimization. In it’s essense CRO is a logical step forward and it makes sense, increase the amount of online sales with your existing traffic and you can leverage larger gains making better use of your traffic, squeezing out more revenue and lowering your cost per acquisition. Yet a lot of times companies struggle with starting a conversion optimization initiative.
One way to get over that fear is to tell optimization stories within an organization to gain buy-in and leverage more knowledge sharing across departments. Sharing ongoing wins with senior leaders, creative and IT is crucial for the long-term continuous testing. The continuous use of stories that highlight learnings for failures as well as wins and improvement keeps the CRO story fresh in everyones minds and engrains it within a companies DNA. Remember A/B testing (multivariate testing, split testing) is an ongoing process not a one time event.
One way to foster those CRO insights is to host a Friday lunch and learn, showcasing a case study to the entire company, or to include tests in company newsletters or if you’re culture is a competitive one have an office pool on which test will win, there’s no better way to get people interested than to but money on the line. You can always keep it legal by having the pool pay for lunch for everyone that participates and the winner gets to pick the type of food, if you don’t want to give out cash.
So what conversion story are you telling within your organization and how are you spreading stories?
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