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FutureNow Post
Friday, Mar. 30, 2007 at 12:47 am

Conversion Rate Optimization, Upside Down

By Bryan Eisenberg
March 30th, 2007

Heirarchy of Optimization Way too many conversion rate optimization projects are coming up empty. Companies feel they work too hard for too little return.

Most conversion rate optimizations efforts are focused on pages and elements (we’ve identified over 1,000 variables) but don’t focus on the entire persuasion scenario. That’s how people cheat themselves. Most organizations face structural issues that prevent them from recognizing or correcting the problems. They simply optimize blindly.

Perhaps if I explain the issue, this column will help some smart CEO or CMO get out of the bind…

Continue reading my column on ClickZ…

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Comments (1)

  1. Bryan,

    Great article! I work for a midscale full service hotel company and we are currently having this discussion on where in the conversion funnel to start our optimization efforts. This information validates the approach we are currently taking with conversion rate optimization.


    Jeremy Scott
    Web Analytics Manager
    Red Lion Hotels Corporation

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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