Has Conversion Optimization been Undersold in Your Organization?
As an industry, Conversion Rate Optimization (CRO) practitioners have often marginalized the potential value that a CRO Strategy can bring to organizations. When we fall for the ‘quick fix’ mentality by focusing on landing page optimization tips and tactics, we miss the bigger picture of strategic marketing insights that are available.
Yes, improving the online conversion rate is the main objective we should be pursuing when managing the website. However, there is so much more to it that often gets overlooked – there is real “marketing gold” to be mined from the insights as well.
As we at WiderFunnel run A/B/n and Multivariate tests on our client’s websites, we are also helping these organizations discover marketing insights from their customers. They gain insights with the confidence that can only come from quantitative, controlled studies that, in the past, Marketers could have only dreamed of!
Conversion Optimization testing gives insights to questions like:
- What is our most important differentiating Value Proposition?
- Are our customers looking for emotional or factual appeals?
- What types of offers and product extensions should we invest in?
- Do customers respond to aspirational or relatable content?
- Is solution-based or feature-based copywriting more appealing?
- What type of color palette, tagline and content works for new products?
These are more than just simple conversion rate tactics – they are powerful marketing insights
Marketers find the definitive answers to these questions by lifting the conversion rates on specific pages, but that is only the beginning. Conversion rate lift is simply the indicator of what works. The discoveries can and should be fed back into an evolving marketing and business strategy!
I’ve come to see these insights having even more impact on businesses than I originally anticipated.
Want to see examples? Let’s take a look at examples and discuss your questions in the upcoming webinar.
See Examples and The 5-Step Conversion Optimization Strategy in the New Webinar: Feb 8, 2011
If you want to see how it’s working, you should join us on Feb 8 for the 50 min webinar. I will share their stories of Conversion Rate Lift success in the webinar and lay out the 5-step CRO strategy they use to get results.
Space is limited due to the webinar company’s bandwidth limits. Register your space here.
Get the full potential of Conversion Optimization working for you
It’s unfortunate that our industry has often been marginalized as “Landing Page Optimization” when we can be so much more.
In leading marketing organizations, CRO is now being leveraged to gain these marketing insights.
Find out how by registering your spot in the webinar.
What do you think?
Has Conversion Optimization been undersold? Add your comments below.
January 31st, 2011 at 10:26 pm
Great article when you say "What is our most important differentiating Value Proposition?" are you talking about the unique selling proposition differentiation?
February 1st, 2011 at 10:48 am
Thanks for stopping by, Darren.
Yes, you could think of it as the Unique Selling Proposition (USP). That's a popular and similar concept.
We talk about looking at all of a company's Value Proposition points and prioritizing those that are most important for visitors.
The difference is that Value Proposition includes the perceived costs of taking an action as well as the perceived benefits. A USP looks at what is unique about the product or service, but a Value Proposition looks at the full set of costs and benefits in the action you are asking your visitor to take.
Great question, Darren! Keep them coming
February 3rd, 2011 at 8:38 pm
Conversion rate optimization in general is undersold. Too often clients and organizations alike are too busy looking for the immediate quick fix; unfortunately optimizing user experiences can take time and often is set aside for something that appears to be much more immediate.
February 4th, 2011 at 10:15 am
Too true, Bill.
March 7th, 2011 at 1:35 am
This is a great post. It's funny how a clear definition of results is often overlooked until after the research part of the campaign is over. When it comes times for results clients start picking all kinds of things out of the air.
March 11th, 2011 at 1:51 am
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