What makes us who we are and do the things we do? Grab a cup of Tea and let’s discuss.
That’s a question I think a lot about, being a conversion optimization specialist it’s my job. If I can better understand what makes people tick, by understanding what makes me tick, then I can find better ways to test, better hypotheses and deeper insights into the learnings of each test, which all translates to more value.
What started me down the conversion road was frustration.
Let me explain.
I started out with a bachelors degree in marketing before the Internet really got started. After graduation I thought myself web design, since I always had a strong artistic background, and got a job at a marketing agency as a web designer. From there I moved on to an in-house web design position and at both the agency and the in-house positions my business / marketing side always conflicted with the subjectivity of design.
Clients of the agency as well as in-house marketing departments always had changes but none of them could express the true reasons why they needed or wanted those changes. Most of the changes were subjective, based on opinions or feelings. I don’t like that shade of blue.
I’ve always seen marketing and design as two sides of the same coin. The goal of both disciplines is to get an action, to lead to a desired outcome. It’s an objective goal not a subjective piece of art. This is the root cause of my frustration between design and the subjectivity of a marketing goal.
During my tenure as an in-house designer, the company I was working for was just getting started with web analytics using web trends (this was before the days of Google Analytics) and I saw web analytics as the answer to my frustration of subjective centered decisions. If I could learn how to make sense of the analytics data I could tie that back to design and elevate web design to an objective level and tie reasons behind decisions. This layout is better than that layout, etc.
So I dove into web analytics and read everything I could get my hands on. White papers, books, everything I could find. I eventually stumbled a upon the web analytics association (WAA, now the Digital Analytics Association) as the industry grew and took the only WAA sanctioned web analytics course and won the Jim Novo award for the highest grade point average of the graduating class. My quest for more subjective data led me to other disciplines necessary to move the needle of online goals, the intersection of design and marketing. Those disciplines included studies in copy writing, usability, psychology, persuasion, neuroscience, and behavioral economics. Many of which I continue to read about and learn to this day. As the industry matured I eventually found books on conversion rate optimization and took some formal courses and studies in testing and online conversion optimization.
Finally it all clicked together. The data elevated design to an objective point of view and conversion tied it all together in black and white, right down to revenue. The two disciplines marketing and web design had come together for me.
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