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Friday, Aug. 31, 2007 at 6:23 am

Conversion Rate Basics

By Bryan Eisenberg
August 31st, 2007

How much time, money, and resources do you spend optimizing your conversion rate?

If you’re like many of us, the answer to this question would choke a rhino.

Tally up the megabytes of spreadsheets e-mailed to execs, the time exhausted gazing at analytics dashboards, and the invoice stacks courtesy of technology vendors. Then, count up the efforts poured into your PPC (define) campaigns, SEO (define), and A/B and multivariate testing.

It’s not for a lack of effort that the conversion rate needle refuses to budge. More times than you can imagine, overlooking the basics is the culprit.

What good is tweaking a high-performance engine if you neglect to change the oil?

Here are some conversion rate basics you can’t afford to ignore.

Continue reading my column on ClickZ

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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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