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Why Are Businesses Still Guessing?

Posted By Robert Gorell On April 8, 2007 @ 7:22 am In A/B Testing,Google Website Optimizer,Improving Conversion | 4 Comments

Knowing what to test makes the difference... [1]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 [2]), the “Googlers” had a hard time believing us.

A 5,100% increase in online sales [1]!?? 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 [3], 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 [4], Josh or someone like him can help.


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URL to article: http://www.grokdotcom.com/2007/04/08/why-are-people-still-guessing/

URLs in this post:

[1] Image: http://services.google.com/websiteoptimizer/mattressliquidators.html

[2] free to everyone: http://services.google.com/websiteoptimizer/index.html

[3] sell to visitors according to how they want to buy: http://www.clickz.com/showPage.html?page=834871

[4] become a testing expert: http://www.futurenowinc.com/landingpagetesting.htm

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