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What Are Your Obsessions?

Posted By Jeffrey Eisenberg On May 11, 2009 @ 8:48 am In Accountable Marketing,Improving Conversion,Website Optimization | 19 Comments

[1]Obsessions can be useful or harmful.

Thanks to GigaOm [2] I learned about Jeff Bezos’ obsession in a footnote he wrote to Amazon’s 2008 letter to shareholders [3]:

At a fulfillment center recently, one of our Kaizen (continual improvement [4]) experts asked me, “I’m in favor of a clean fulfillment center, but why are you cleaning? Why don’t you eliminate the source of dirt?” I felt like the Karate Kid.

Amazon’s obsession with continual improvement has permeated their culture and made them a great company.

Here are just a few dangerous obsessions holding back [5] many of our readers from more success:

  • Data collection obsession [6] – 79% of businesses obsessively capture Internet traffic data, yet only 30% of them changed their sites as a result of analysis.
  • Keyword obsession [7] – Keywords don’t fail to convert. We fail to convert visitors for that keyword.
  • Short copy obsession [8] – Of course people won’t read your copy if it isn’t relevant.
  • Search Engine obsession [9] – SERP rankings are crucially important but I never met a search engine spider with a creadit card. What happens after the searcher clicks through matters just as much.
  • Shiny new object obsession – It’s the corporate version of ADD. Companies get distracted with the newest new new thing, invest lots of energy into it then they have unrealistic expectations of success [10].

What are your company’s obsessions? Are they useful or harmful?

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URL to article: http://www.grokdotcom.com/2009/05/11/what-are-your-obsessions/

URLs in this post:

[1] Image: http://www.grokdotcom.com/wp-content/uploads/2009/05/brooksgroupba-150x150.jpg

[2] GigaOm: http://gigaom.com/2009/05/09/why-jeff-bezos-is-obsessed-with-waste/

[3] letter to shareholders: http://sec.gov/Archives/edgar/data/1018724/000119312509081096/dex991.htm

[4] continual improvement: http://www.grokdotcom.com/2009/03/19/the-stages-of-becoming-an-optimization-culture/

[5] holding back: http://www.grokdotcom.com/2009/01/26/5-reasons-competitors-may-be-doing-better-than-you/

[6] Data collection obsession: http://www.emarketer.com/Article.aspx?R=1007076

[7] Keyword obsession: http://www.grokdotcom.com/2008/12/12/1-pay-per-click-marketing-lie/

[8] Short copy obsession: http://www.grokdotcom.com/2009/04/13/how-to-think-about-long-vs-short-copy/

[9] Search Engine obsession: http://www.grokdotcom.com/2009/04/14/dirty-diapers-shame-and-web-analytics/

[10] unrealistic expectations of success: http://www.grokdotcom.com/2008/11/10/realistic-expectations-for-conversion-rate-optimization/

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