The optimization industry is plagued most by a poor acronym: CRO. Here is my reasoning for changing this damaging moniker. The Importance of Acronyms The three letter acronym (TLA) that defines an industry or organization is crucial to its success. We all know of organizations who’ve been carried by their TLA. IBM comes immediately to […]
What’s on the Conversion Scientist’s reading list these days? Business Insider: 20 Cognitive Biases that Screw Up Your Decisions If I was to rename this article, it would be, “20 Kinds of Best Practices and Why They Won’t Work”. It is bad news to rely on best practices that are unsupported by data or testing. […]
We just sent a sizable check to someone. They didn’t do any work for us. They didn’t deliver any software, designs or furniture. They didn’t install a hot tub or trim the trees outside our office. They didn’t threaten us. All they did was trust us to help one of their clients. The relationship has […]
We just finished a webinar on PPC and CRO that was, for me, one of the most fascinating I’ve participated in. The reason is that Jim McKinley of 360Partners brought in some very interesting data on the relationship between PPC and CRO. You know how data gets me excited. We also got some good questions […]
I state that, “A redesign is a big ball of bias-driven assumptions” in my September Marketing Land column The Biases that Drive Crazy Decisions. A large part of the column is dedicated to the biases found in website redesigns. These include Pro-innovation Bias, Stereotyping, Overconfidence and Blind-spot Bias.Of these, the most fascinating has to be […]
You want to improve your conversions but no money to fund this effort. We’ll walk you through 4 sure-fire ways to get a CRO budget for next year. If you ever went to the government and asked them what your fair share of taxes should be, they would first ask you how much you made […]
Will CRO agencies adopt SEM, or will SEM agencies integrate CRO? The perfect storm of online business, the peanut butter and jelly, the gin and tonic, the Abbot and Costello will be SEM and CRO. The reason is that the conversion rate of any business is calculated by dividing transactions (leads, sales or calls) by […]
Here’s a common question: “How do you increase conversions when you only get a small amount of traffic?” The first answer is, go get more traffic. The closer your conversions are to zero, the closer your conversion optimization efforts will be to guessing. You can do statistical optimization using split testing if you have enough […]
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Today’s question is at the heart of AB testing. “How do you decide what elements of a site to test?” We call the test “hypotheses.” But, a better question is, “How do you determine what NOT to test.” It’s relatively easy to come up with ideas that might increase your conversion rate. We typically come […]
