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Thursday, Aug. 20, 2009 at 2:37 pm

Low Hanging Fruit: Cherry Picker or Lettuce Picker?

By John Quarto-vonTivadar
August 20th, 2009

shutterstock_cherry_pickingWhen you think of a cherry picker, do you conjure up images of someone who only picks the easiest or ripest fruit? Or does it perhaps have some artisanal connotation, waiting until only the proper time before action is taken?   Is that how you go about optimizing your web site?

Or are you a lettuce picker? The sort of person that toils for long hours in the field and accomplishes a long day’s back-breaking labor of work that most white collar business execs would consider a less-than-optimal career.

That fact is, when it comes time to harvest, virtually the entire crop must be worked on at the same time. You don’t have time to cherry pick, and anyway the average business isn’t expert enough in how and what to optimize to know which portion of the crop should be cherry picked. Instead, when that crop is ripe, it’s time to get out there in the field and put in a 14-hour day getting it harvested.

Often when we speak wiith prospective clients new to OnTarget™, they have the impression that there is some magical formula that leads to higher improvement rates and that it can be achieved without any hard work or commitment. The reality, however, is that our most successful clients who enjoy on-going regular improvements of 40-80% in their conversion rates year after year are the ones who are implementing change on a regular basis. They’re lettuce pickers, and not so proud as to let hard work get in the way of increased revenue.

Are you a hard-working lettuce picker when it comes to your website? Are you guessing at what changes will improve your site? Or do you work diligently every week, every month, and every quarter to effect continuous improvement?

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Comments (22)

  1. I am in OnTarget now, I thought I knew some things about conversion and website design, I even read ‘Call to Action’ book which I loved.

    But once I got in the program and started getting recommendation, each new one I got was like a ‘V8′ moment.

    Things I thought I was smart enough to see but was not. I do like the program pretty well and yes I was looking for a magic bullet solution that would double my conversion rate in one move. That did not happen, but I feel the improvements are coming along. So while the economy is a bit soft right now I am cruising along and I think OnTarget has helped and has been worth the money so far.

  2. Rick, thanks for the nice commentary on your experience so far with OnTarget. Any chance you can give us permission to use your comment on our website?

  3. Yes, you can use my comment.

  4. Websites are like people. They are always changing and evolving. And like a person, a website that’s finished is dead.

    Thanks for a great post.

  5. Interesting stuff. SEO isn’t fun and it isn’t quick….if my business partner only understood! Now we’re able to continue link building, adding pages and working with on site optimization….but there won’t be a return for a while…

  6. This is something that we have really taken on lately in terms of hard graft and putting in the hours to increase our website exposure and overall presence. I think for many its easy to think that you stick a website up pay some company a few quid because they claim they can get you first page listing (sound like a familiar email? lol) and it will make money but actually its hours and hours of good honest hard work to promote your site… get good listings.. AND stay there.

    Joe

  7. Any chance you can give us permission to use your comment on our website?

  8. [...] Source:Low Hanging Fruit: Cherry Picker or Lettuce Picker? Share and Enjoy: [...]

  9. In this case, i am typical cherry picker :)

  10. Rick, thanks for the nice commentary on your experience so far with OnTarget. Any chance you can give us permission to use your comment on our website?

  11. Thanks for sharing nice tips, these are helpful for us.

  12. I do have to say that I am one of those who try to find the easy way out by doing some improvements here and there. Every week I come up with a “great idea that will make my site better”. I really should focus on working 8 hours a day, every day instead of trying to find the easy way out.

  13. I’ve been going at this since 2001. It wasn’t until I became devoted to working my tail off that I finally began to make real progress. With so much competition, I finally figured out that since I wasn’t smarter than my rivals, I damn well better out-work them.

  14. You got great ideas!

  15. Yes, you can use my comment.

  16. Nice Article, THanks for your stuff

  17. Hmm I don’t know what type of picker I am. Obviously I would like to think I work hard, but do I really? It high time I stopped being a wuss and really started working, nice article :)

  18. I think for many its easy to think that you stick a website up pay some company a few quid because they claim they can get you first page listing (sound like a familiar email? lol) and it will make money but actually its hours and hours of good honest hard work to promote your site

  19. Always for the low hanging fruit first, its an economic law.

  20. cherry picker is always the better choice because you get dibs

  21. think for many its easy to think that you stick a website up pay some company a few quid because they claim they can get you first page listing (sound like a familiar email? lol) and it will make money but actually its hours and hours of good honest hard work to promote your site

  22. That fact is, when it comes time to harvest, virtually the entire crop must be worked on at the same time. You don’t have time to cherry pick, and anyway the average business isn’t expert enough in how and what to optimize to know which portion of the crop should be cherry picked.

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John is the co-author of the best-selling Always Be Testing and 3 other books. You can friend him on Facebook, though beware his wacky swing dancer friends, or contact him directly at john@johnquarto.com

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