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Thursday, Mar. 12, 2009 at 9:49 am

Document Conversion Rate Wins Every Month

By Jeffrey Eisenberg
March 12th, 2009

I have a new dashboard. I love my dashboard. It shows me our OnTarget clients’ conversion rate improvements month after month.

Yesterday Ice.com, an OnTarget client and #144 on the Internet Retailer 500, surprised us. Shmuel Gniwisch, CEO of Ice.com told a reporter at Internet Retailer about OnTarget:

…attributes to it a 20% increase in conversions after one week, including sales it can track to its call center after the online jeweler followed OnTarget’s recommendation to make more prominently feature a toll-free number on its home page. “We are on it, and we are hooked,” says CEO Shmuel Gniwisch.

Conversion optimization is not a project it’s a process of continuous improvement that never, yes never, ends. We write about client gains every month because documentation beats conversation!

Kudos to Avinash Kaushik’s “Aggregation of Marginal Gains: Recession Busting Analytics!” blog post; it’s a good read and it should help people become more realistic about their expectations for conversion rate improvements. Of course, there will always be those who want their money for nothing but while Bryan has often been a lonely first voice in the wilderness Avinash tends to represent an early mainstream voice.

If you do the work the conversion gains will come, sometimes large, sometimes small but they come, I hope you too can document wins month after month. Let us know if you need help.

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Comments (11)

  1. Bryan, and yes you too Jeffrey, have been a light to me from my Web Analytics formative years back in 2002-2003, and on. I actually discovered WA with that famous PDF you wrote with Jim Novo. No wonder you guys are at the very top of Internet marketing thinking.

    When I grow up, I want to be an Eisenberg Brother!!

  2. Jacques, you know Bryan is the “little” brother. If you’d be willing to put up with the abuse I gave him while we were growing up we’d be happy to adopt you. Don’t say yes without consulting a psychiatrist and orthopedic surgeon. ;-)

  3. I concur with Jacques. You guys are great forward thinkers. I’ve been a web analytics practitioner for more than 10 years now, and it’s always been a delight to read or listen to you. You can feel the passion in everything you do, in everything you touch. Love you guys ;)

  4. As a Futurenow “Alumni” I can validate that the Eisenbergs are in fact the best.

  5. [...] it’s all part of the continuous improvement process.  They realize that even single-digit increases achieved on a regular basis will have incredible effects on their bottom line, like compounding interest in a bank [...]

  6. [...] is why we so often talk about a “cycle of improvement” and a “culture of testing”, because optimization gets it’s biggest bang [...]

  7. i remember shopping ice.com when I was looking for an engagement ring; however, I ended up going with a local shop instead. nile.com is another great site with very useful tools for shopping “ice”.

  8. I loved the blog you! Are always new subjects and interests of leitores.Espero always bringing new material.
    Are de parabens! Success
    hug

  9. Those small incremental improvements are what this is all about. A good testing program with follow-up actions will seperate the winners from the also-rans in any internet market.

  10. Bryan, and yes you too Jeffrey, have been a light to me from my Web Analytics formative years back in 2002-2003, and on. I actually discovered WA with that famous PDF you wrote with Jim Novo. No wonder you guys are at the very top of Internet marketing thinking.

  11. [...] is why we so often talk about a “cycle of improvement” and a “culture of testing”, because optimization gets its biggest bang from [...]

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Jeffrey 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. You can friend him on Facebook.

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