Comments on: How to Get Buy-in for Conversion Rate Optimization http://www.grokdotcom.com/2008/05/09/how-to-get-buy-in-for-conversion-rate-optimization/ Marketing blog focused on marketing optimization, improving website conversion rates, search engine marketing, web analytics, word of mouth, etc. Sat, 20 Mar 2010 09:39:08 -0500 http://wordpress.org/?v=2.8.6 hourly 1 By: Realistic Expectations For Conversion Rate Optimization | FutureNow's GrokDotCom / Marketing Optimization Blog http://www.grokdotcom.com/2008/05/09/how-to-get-buy-in-for-conversion-rate-optimization/comment-page-1/#comment-1105381 Realistic Expectations For Conversion Rate Optimization | FutureNow's GrokDotCom / Marketing Optimization Blog Mon, 10 Nov 2008 13:01:00 +0000 http://www.grokdotcom.com/2008/05/09/how-to-get-buy-in-for-conversion-rate-optimization/#comment-1105381 [...] 5 Percent Solution” but I wanted to address this issue more directly than we did in “How To Get Buy-in For Conversion Rate Optimization“. We never addressed the real issue: [...] [...] 5 Percent Solution” but I wanted to address this issue more directly than we did in “How To Get Buy-in For Conversion Rate Optimization“. We never addressed the real issue: [...]

]]> By: Arthur Freydin http://www.grokdotcom.com/2008/05/09/how-to-get-buy-in-for-conversion-rate-optimization/comment-page-1/#comment-741914 Arthur Freydin Thu, 22 May 2008 15:21:13 +0000 http://www.grokdotcom.com/2008/05/09/how-to-get-buy-in-for-conversion-rate-optimization/#comment-741914 Hey Bryan, I think the key to buy-in for conversion rate optimization (or any web analytics for that matter) is actually involving a few people from your "web" departments such as graphic design, copyrighters, and front-end developers. Once they understand that tracking their web presence validates their work by showing them what works and what doesn't, they'll be much more intrigued by the data. I actually just posted an entry on my blog about an eye-opening experience I recently had at a Omniture presentation involving some of my team: http://arthurfreydin.com/web-analysts-arent-the-only-ones-that-love-analytics/ Hey Bryan,

I think the key to buy-in for conversion rate optimization (or any web analytics for that matter) is actually involving a few people from your “web” departments such as graphic design, copyrighters, and front-end developers.
Once they understand that tracking their web presence validates their work by showing them what works and what doesn’t, they’ll be much more intrigued by the data.
I actually just posted an entry on my blog about an eye-opening experience I recently had at a Omniture presentation involving some of my team:
http://arthurfreydin.com/web-analysts-arent-the-only-ones-that-love-analytics/

]]> By: Steve Gibson http://www.grokdotcom.com/2008/05/09/how-to-get-buy-in-for-conversion-rate-optimization/comment-page-1/#comment-721703 Steve Gibson Wed, 14 May 2008 14:30:54 +0000 http://www.grokdotcom.com/2008/05/09/how-to-get-buy-in-for-conversion-rate-optimization/#comment-721703 Very good points. However, I find there are some clients that "just don't get it". i.e. while they can understand the value of a 10% or 20% increase in conversion, they find it hard to believe that you can get those sorts of results from one small change. One thing I've found that works is showing them split-tests in pay per click ad groups. If they see 2 ads (that only have 130 chars) producing very different results, it brings it home that a website with thousands of words, lots of graphics etc can vary even more. However, even then, there are still people who just can't beleive that a different way of saying something is going to add 20% to their bottom line. Any thoughts? Steve PS I'm talking about a minority of people. Most get it once I show them the results of tests I've done in the past. Very good points.

However, I find there are some clients that “just don’t get it”.

i.e. while they can understand the value of a 10% or 20% increase in conversion, they find it hard to believe that you can get those sorts of results from one small change.

One thing I’ve found that works is showing them split-tests in pay per click ad groups.

If they see 2 ads (that only have 130 chars) producing very different results, it brings it home that a website with thousands of words, lots of graphics etc can vary even more.

However, even then, there are still people who just can’t beleive that a different way of saying something is going to add 20% to their bottom line.

Any thoughts?

Steve

PS I’m talking about a minority of people. Most get it once I show them the results of tests I’ve done in the past.

]]> By: Dan Auns http://www.grokdotcom.com/2008/05/09/how-to-get-buy-in-for-conversion-rate-optimization/comment-page-1/#comment-711942 Dan Auns Fri, 09 May 2008 15:58:32 +0000 http://www.grokdotcom.com/2008/05/09/how-to-get-buy-in-for-conversion-rate-optimization/#comment-711942 Bryan, I completely agree. Most people do not correlate the monetary impact that an incremental improvement to performance (i.e. conversion) will have on their bottom line. In fact, on Tuesday this week - I had this exact conversation with a prospect of mine. To show him in black and white of what I was talking about, we cobbled together a quick .xls around his current site metrics so we could model some incremental improvements (The math looked a lot like yours above). Quickly, he got it. With this new perspective, we took a closer look at his analytics data - now motivated to find the friction. Fun.... all in a days work. Our Senior Analyst (and good friend) Jim Cain recently blogged about the value of Optimization as well; http://blog.sitebrand.com/2008/04/22/should-site-optimization-fall-into-your-keyword-budget/ D. Bryan, I completely agree. Most people do not correlate the monetary impact that an incremental improvement to performance (i.e. conversion) will have on their bottom line.

In fact, on Tuesday this week – I had this exact conversation with a prospect of mine. To show him in black and white of what I was talking about, we cobbled together a quick .xls around his current site metrics so we could model some incremental improvements (The math looked a lot like yours above).

Quickly, he got it.

With this new perspective, we took a closer look at his analytics data – now motivated to find the friction.

Fun…. all in a days work.

Our Senior Analyst (and good friend) Jim Cain recently blogged about the value of Optimization as well;

http://blog.sitebrand.com/2008/04/22/should-site-optimization-fall-into-your-keyword-budget/

D.

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