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FutureNow Post
Sunday, Apr. 8, 2007 at 7:22 am

Why Are Businesses Still Guessing?

By Robert Gorell
April 8th, 2007

Knowing what to test makes the difference...When Future Now “Grokkers” Bryan Eisenberg & Joshua Hay met with Google Website Optimizer staffers and partners to present a case study we did for a closed beta test of the new Google Website Optimizer (now available and free to everyone), the “Googlers” had a hard time believing us.

A 5,100% increase in online sales!?? Sounds far-fetched? It shouldn’t.

Since 1998, Future Now has been helping clients improve online conversion rates. And since the height of the “dot bomb” in 2001, Bryan’s first of many ROI Marketing columns in ClickZ preached that one’s website must sell to visitors according to how they want to buy, not how you wish to sell it to them.

Yet while marketers have recently begun paying lip service to “improving conversion,” conversion rates remain between 2-3%–which puts the Googlers’ disbelief in perspective. (Fair enough. We’re used to it ;) ) What’s hard for us to believe, though, is that small conversion boosts, often based on guesswork, still seem good enough for so many.

Joshua Hay isn’t guessing; he’s training clients on how to become experts in testing. After just a year and a half as a Conversion Analyst at Future Now, Josh helps clients increase conversion enough to drive, say, 5,100% boosts in sales by helping them become the experts. Knowing what to test makes all the difference. If you’d like to become a testing expert, Josh or someone like him can help.

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Comments (4)

  1. Do you have the actual increase in online conversions, I am looking for the before and after numbers not percentages. My concern is the case study indicates they had almost no online converstion prior to the test so percentages become less valuable in determining the impact of the change. Thanks for your help.

  2. They had been advertising on Google for a year prior to contacting us. As he says in the case study, they used to get only one email lead per month and 5-10 call-in leads per day. By last count, they’ve been averaging three email leads per day (not month) and 10-15 call-in leads per day.

    So, if we were only to think in terms of online conversion, the percentage would actually be much higher (9,000%, but it’s not worth dwelling on).

    What matters here is overall conversion, measured by new leads (the 5,000% increase Google’s citing) and, ultimately, the 5,100% increase in sales (the figure we’re citing).

    Does that help?

    [By the way, I see how you got confused.  We say "increased online sales by 5,100%"--but they don't sell product directly online.  The site is used as a lead-generation machine to drive sales, which are ultimately handled offline.]

  3. [...] Future Now's Howard Kaplan as he explains how to use Google's free Website Optimizer tool to vastly improve ROI for your website & landing pages. You'll see examples from both [...]

  4. Thanks for such a great post and the review, I am totally impressed!

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