Given that my chosen profession is a Persuasion Analyst, you would expect that I’m a bit of a data-geek, and that staring at web analytics screens and Excel spreadsheets is my idea of fun. Guilty as charged.
Ultimately, seeing our clients get positive results is what gets me out of bed in the morning. Once in a while, I get to see a conversion rate trend line that takes a sudden turn for the better, and heads up towards the clouds. This type of “home run” conversion increase usually happens when a major conversion obstacle has been removed, or a test has been run with very profitable results. It seems like a lot of folks, clients and consultants alike, are fixated on chasing this type of increase. I can’t really blame them–who wouldn’t want a triple-digit increase in conversion rate?
But I’d like to share the kind of trend line that I really find sexy. It illustrates that “base hits” do add up, and you don’t need the home runs to win the game. For my final baseball analogy, I remind you that most home run hitters strike out an awful lot!
This is a screenshot from our OnTarget conversion rate optimization product showing the trend line for a hardworking client. The time period is about a quarter, and as you can see, the rate of increase of the conversion rate is decidedly un-sexy! This would not make the cover of “Trend Lines Magazine,” were such a silly magazine to exist
But here’s 3 reasons why this un-sexy trend line report turns me on:
Beauty is in the eye of the beholder, as they say. What may seem like insignificant gains can really add up if you keep up the hard work of continuous improvement. So make sure you can calculate the value of your achievements, and don’t be fooled by boring-looking trend lines–as long as they’re heading up, they’re gorgeous!