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Tuesday, Dec. 2, 2008 at 8:56 am

Still Waiting for the Conversion Fairy to Come?

By Natalie Hart
December 2nd, 2008

I’ve spoken to many people recently who have grown increasingly frustrated with the either drop or stagnant state of their conversion rate during this recession, and after listening to their problems I ask two questions:

1. When did you first begin to notice this drop/plateau in your conversion rate?

2. What have you done to try and fix/improve your conversion rate?

And, 9 times out of 10 the responses I hear are along the lines of “I began to notice a drop at the end of the summer. And, I haven’t really done anything yet to change my situation.”

Folks, end of the summer? That was 3 months ago! An entire quarter of the year has passed by! Wake up! The conversion fairy is not going to drop down and suddenly improve your current situation because you’ve been patient these past 3 months. You need to be proactive (or now more like reactive).

For example, in one quarter one lead generation client increased overall conversion rate by 33.80% with a single Unique Value Proposition test, another increased overall conversion rate by 51.49% and another retailer increased overall website sales conversion rate from 3% to 7%, that is 133%.

The good news for you is that it’s never too late. There are services like FutureNow, who you can hire to help increase your sales or your leads. Or, if you don’t have the budget (and we offer services for as little as $1000 a month), and if you’re willing to do the legwork, many books, free webinars, and online resources are  available to help you.

Here’s a list of a few resources to help you begin increasing your conversion rate and optimizing your website today:

1. FutureNow’s books Always Be Testing: The Complete Guide to Google Website OptimizerCall to Action and Waiting For Your Cat to Bark.

2. Ebooks including: Converting the Believers ($19) and Improve Your Website for Free.

3. The Wizard Academy’s courses for writing persuasively online.

4. ROI Revolution’s training courses on topics like “Google Analytics User Training Videos.”

5. FutureNow’s “Always Be Testing” Marketing Optimization Webinar Series where your get tips and guidance from experts like Bryan Eisenberg and Google’s Tom Leung about how to effectively use this FREE tool. (and the Webinars are FREE too!)

So, stop waiting on the conversion fairy and begin optimizing today!

(And, as always, if your interested in how FutureNow can help you optimize your site email me at natalieh ( at ) or call me directly at 718-560-3318).

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Comments (14)

  1. Great article Natalie…seems like constant testing on your website even when your conversion rate is increasing is the way to go!!

  2. I love how the lead in on the main Grok page for this article ended as ““I began to notice a drop at”…. it just FORCED me to click through to read the rest of the sentence! :)

  3. Thanks for the e-book shout-out, Natalie. I’ve been in this business for a while, and I’ve seen the Conversion Fairy about as many times as I’ve seen a Sasquatch or the Loch Ness Monster. We’ve all got to roll our sleeves up and get to work, especially in a bad economy, but the good news is that there’s always room for improvement.

  4. Now more than ever, websites need to be easy to buy from for increased conversions. Following best practices has never been more essential, and more perceived value to the customer is probably necessary. Even if a “complimentary” or “free” service is something a website or company already provides, positioning that service as a free add-on will benefit now in face of this recession. People need to feel like they are getting a real value in their purchases.

  5. I love the brilliant information you always seem to deliver on this site, it’s on my iGoogle page so I can refresh all the time!
    The book (Always Be Testing) is really good too. I’ve been able to utilize some things and leverage other ideas I’ve been wanting to try using your slant. Sometimes it’s all in the sell. Thanks!

  6. Great white paper by FutureNow on ‘Marketing in Recession’ which just included in featured list on the leading upbeat / constructive blog posts on marketing and the economic downturn.

  7. Thanks so much for the mention of my ebook Natalie!

  8. [...] Go ahead and ask any physician how sites like WebMD have impacted their practice and they will give you an ear full about people self diagnosing. While their view may be too restrictive it does often lead to self-medication and the problems lingering longer than they should. [...]

  9. internet marketing is not about traffic, but conversions. Great analysis!

  10. gotta love the conversion fairy. =) I wish she was around here full time.

  11. I realize that this article is a bit old in terms of where the recession is at now, but it’s interesting to have perspective. I find it interesting that those who took your advice seriously and started optimizing in the middle of the recession, are starting to come out much better than their competitors. That’s kind of a blanket statement, but I think it’s true most of the time. Some people just made the best of it and paid closer attention to their conversions, and look where they are now. I think the lesson for the future is to be proactive and take advantage where others won’t.
    Great post.

  12. Your analysis about conversion is really interesting. The best thing to do is optimizing the conversion rate.

  13. Natalie,

    I’m just coming across this and it’s still true. I find that spending time improving conversions is probably providing the most benefit out of anything. A/B testing and continual improvement is where it’s at!


  14. Natalie,

    You’re definitely right, even now in 2013! Conversion improvement still is a major aspect of what is helping my business improve. And with the high cost of PPC, it is a must!


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Natalie is a Persuasion Analyst with FutureNow.

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