Conversion Rate Optimization, Upside Down
Written by: Bryan Eisenberg
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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Written by:Bryan Eisenberg
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.
Sincerely,
Jeremy Scott
Web Analytics Manager
Red Lion Hotels Corporation