Comments on: Why is Selling Testing and Optimization Internally a “Tough Sell”? http://www.widerfunnel.com/conversion-rate-optimization/is-selling-testing-and-optimization-internally-a-%e2%80%9ctough-sell%e2%80%9d Turning More Visitors Into Customers Mon, 06 Sep 2010 10:57:56 -0700 http://wordpress.org/?v=2.8.6 hourly 1 By: Raquel Hirsch http://www.widerfunnel.com/conversion-rate-optimization/is-selling-testing-and-optimization-internally-a-%e2%80%9ctough-sell%e2%80%9d/comment-page-1#comment-1572 Raquel Hirsch Thu, 20 Nov 2008 18:57:14 +0000 http://www.widerfunnel.com/?p=291#comment-1572 Jacques, thank you for the post. Like you, we have been "in the trenches" for a number of years and are (finally!) actually seeing a healthy adoption rate for Conversion Rate Optimization as a viable strategy. The slowdown in the economy just might have something to do with this... To address the barrier you identify ("indirect costs and efforts such as producing the creative and copy versions to be tested"), we charge a flat rate per experiment round, this way clients know precisely how much they will pay (the TCO, so to speak) and there are no "surprises"... A basic hurdle, however, continues to be lack of awareness of testing (in a statistically valid way rather than just "hope-driven tweaks") as an option to improve conversions. Jacques, thank you for the post.

Like you, we have been “in the trenches” for a number of years and are (finally!) actually seeing a healthy adoption rate for Conversion Rate Optimization as a viable strategy. The slowdown in the economy just might have something to do with this…

To address the barrier you identify (”indirect costs and efforts such as producing the creative and copy versions to be tested”), we charge a flat rate per experiment round, this way clients know precisely how much they will pay (the TCO, so to speak) and there are no “surprises”…

A basic hurdle, however, continues to be lack of awareness of testing (in a statistically valid way rather than just “hope-driven tweaks”) as an option to improve conversions.

]]> By: Jacques Warren http://www.widerfunnel.com/conversion-rate-optimization/is-selling-testing-and-optimization-internally-a-%e2%80%9ctough-sell%e2%80%9d/comment-page-1#comment-1573 Jacques Warren Thu, 20 Nov 2008 13:17:41 +0000 http://www.widerfunnel.com/?p=291#comment-1573 5. Indirect costs and efforts such as producing the creative and copy versions to be tested. It truly escapes me. Why aren't more people in Web Marketing getting that testing *is* the ultimate goal? Web Marketing in very close to Direct Marketing in many regards, and those guys will tell you that testing is everything! Back in 2005, when I worked for Bell, I had the chance to become Offermatica's Canadian partner. I pitched then not only their solution, but A/B and MVT in general, and could not bring one company to try (OK, I may not be the best salesman in the world). Three years later, it baffles me to see still how so few companies test online!... Anyway, thanks to people like you guys, tireless evangelists, there is hope. 5. Indirect costs and efforts such as producing the creative and copy versions to be tested.

It truly escapes me. Why aren’t more people in Web Marketing getting that testing *is* the ultimate goal? Web Marketing in very close to Direct Marketing in many regards, and those guys will tell you that testing is everything!

Back in 2005, when I worked for Bell, I had the chance to become Offermatica’s Canadian partner. I pitched then not only their solution, but A/B and MVT in general, and could not bring one company to try (OK, I may not be the best salesman in the world).

Three years later, it baffles me to see still how so few companies test online!…

Anyway, thanks to people like you guys, tireless evangelists, there is hope.

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