Does Conversion Optimization Look Too Easy?
Nike has a line of shirts & gear featuring the words:
…and their highest performing athletes, like Earvin ‘Magic’ Johnson, Kobe Bryant, Roger Federer and Usain Bolt do just that. The pros at the top of their game always make their work look effortless.
It looks easy, but could you do just as well on the court or the track? Is it really that simple?
No matter what the sport, winning athletes spend countless hours preparing to succeed. They run hundreds of miles to prepare for a sprint that takes less than a minute to complete. They hit thousands of balls to perfect that one flawless swing.
So what does optimizing their game have to do with WiderFunnel?
Still think you can make do with DIY CRO?
A lot of people think Conversion Optimization is easy too. Change a picture, move a button, add some copy.
The reality is, it takes dedicated work; honing skills most people never see. What our clients do see (& what we love to present to them) are winning tests that look obvious. But just as top athletes make it look easy on game day, it’s the end result of a dedication to optimization and continuous improvement. The trick of any art is to make it look easy.
Each Word Can Be Priceless
Words. Politicians use them to exercise power. Poets can reduce us to tears with them. Two words can cut like a knife or lift us to astonishing heights. And they allow us to motivate people.
Words are magical:
Apple: “Think Different”
Nike: “Just Do It”
YouTube: “Broadcast Yourself.”
Perez Hilton: “Celebrity Juice. Not from concentrate.”
How much are these few words worth?
Would you pay for the results by word count, or by their effect?
What if your conversion strategist could find a new headline that repositions your value proposition in your prospect’s mind? What effect would that have on your conversion rate and revenue? Would it give you marketing insights that pivot your marketing strategy and even your business?
Now you see what I mean when I say that Conversion Optimization has been undersold!
At WiderFunnel, we have to communicate a message and sell the best way possible. Often that means using the least number of words, required actions & (definitely) user distress – and that takes deep understanding, polished skills & thousands of hours of testing experience.
Every (Short) Story Has A Moral
The moral here? Don’t undervalue your marketing optimization strategy. It should be a core part of your business strategy and marketing insights, NOT a tactical afterthought!
Where does conversion optimization fit into your marketing?
Is it generating marketing insights for you, on life support or somewhere in between?