The Strategic Marketing Optimization Manifesto

Conversion Optimization has been under-valued.

We have the ability to use conversion optimization to gain marketing insights with scientific certainty, yet many in the industry still use landing page optimization like it is only good for eking out marginal conversion rate improvements.

This is tragic.

Those of us who test most understand the power of all the beautiful traffic you have arriving on your website daily. Not only are these prospective customers looking for an opportunity to buy from you; they’re also willing to (unknowingly) tell you which messages and experiences are most effective for them.

Think about the far-reaching effect of testing your value proposition messaging

By running an ongoing series of controlled tests of messaging approaches, you can gain statistically significant learning about what moves your customers to action.

That learning can lead to dramatic lifts in leads, sales and revenue. But, far beyond that, the insights can lead to even greater changes in the marketing and business strategy.

The Conversion Optimization industry is evolving. We are no longer just tweaking and tuning button design and headline colors.

Will you join us in our quest for continuous improvement by becoming a Strategic Marketing Optimization professional? Will you be an advocate for data-driven organizational improvement?

Here’s what we believe:

Marketing Optimization Manifesto infographic

Feel free to embed this, using this code:

Or download the printable pdf version of the marketing optimization manifesto.

Here’s the text:

The Strategic Marketing Optimization Manifesto

We listen to our gut, then test what it says.
We gather marketing research, then test it.
We create best practices, then test them.
We listen to opinions, then test them.
We hear the advice of experts, then test it.

We believe in art and science.
We believe in creativity and discipline.
We believe in intuition and evidence.
We believe in continuous improvement.

We aim for marketing insights.
We aim to improve business results.
We test because it works.

Scientific testing is our crucible for decision-making.

Come with me as we push the boundaries of conversion optimization toward strategic marketing optimization.

Are you with us? Add a comment below!


  1. Matthew Sweet December 18, 2012 at 10:59 pm - Reply

    Chris, thats beyond awesome!

  2. DataScore June 4, 2013 at 11:23 am - Reply

    100% agree with you. There's far too much focus on front end metrics, and this exacerbated when a company utilizes affiliate marketing because they lose control over the beginning of the funnel.

  3. Ebony June 18, 2014 at 4:35 pm - Reply

    Not so negative. Intriguing items right here

  4. kik android apk August 13, 2014 at 5:52 pm - Reply

    Good article! We are linking to this great content on our site.

    Keep up the great writing.

  5. I’m really loving the theme/design of your website.

    Do you ever run into any browser compatibility issues?

    A number of my blog readers have complained about my blog not operating correctly in Explorer but looks great in Chrome.

    Do you have any ideas to help fix this issue?

    • widerfunnel August 25, 2014 at 10:39 am - Reply

      Different browsers have different security policies, so often the same website will behave differently in different browsers.

      Troubleshooting this would require more specifics, but I would recommend using a forum like

  6. kik android app September 6, 2014 at 4:56 am - Reply

    Hi there! Do you know if they make any plugins to assist with SEO?

    I’m trying to get my blog to rank for some targeted keywords but I’m not seeing very good success.

    If you know of any please share. Thank you!

  7. kik android market September 27, 2014 at 7:22 pm - Reply

    With havin so much written content do you ever run into any issues

    of plagorism or copyright infringement? My website has a lot of unique content I’ve either written myself or outsourced

    but it seems a lot of it is popping it up all over the web without my authorization. Do

    you know any techniques to help reduce content from being stolen? I’d definitely

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    • widerfunnel October 1, 2014 at 11:15 am - Reply

      You can use copyscape to find the websites that have scraped your content.
      You can also use trackbacks to source the websites using your content, to do this though your content must have links to your website within the post.

  8. September 30, 2014 at 11:40 am - Reply

    Read it, liked it, thanks for it

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