Questions? (877) 643-7244
FutureNow Post
Thursday, Aug. 16, 2012 at 12:39 pm

The Power Of Continuous Improvement

By Mariel Bacci
August 16th, 2012

woman painting a picture of a dollar signIt is easy to get disheartened with testing after a while.  You start a project with a few big wins: triple-digit increase in conversion rate, 20% Reduction in PPC spend, organic traffic to your site doubles.  It is easy to get addicted to these types of increases-why work every day when you can win the lottery instead, right?  The truth is that real conversion rate optimization starts after you get all the big wins.  99% of the time the best wins are a result of a site that was seriously broken in the first place.  After that, you need to continue to work and test towards more Moolah!

Ultimately, getting positive results and an increased ROI is the business you are in.  To do that, you need to continue working on your site and changing it to meet the needs of your guests.   When our clients get discouraged, we explain to them that all the hard work is paying off due to the compounding effects of continuous improvement.

I will share an example of a trend line for one of our clients- a resort chain, over the last quarter.  You will notice that is does not look very exciting at all.  In fact, you might look at it and think, “Why in the crap would I pay someone to help me get a .56% conversion rate?”  Don’t worry, we will explain to you “Why in the crap” you would be delighted to pay someone for these results.

Click To See Trend Line Enlarged

This trend line represents hard work and dedication to testing over the last quarter.  While you can see there are no major spikes in conversion rate-this trend line actually represents a major win.  Disclaimer: make sure when you are looking at trend lines you understand that they will be affected by the seasonality of your product.  In this particular case, seasonality was actually working against the trend.  When you look at your own conversion rate make sure you are taking offline factors into account.

Here are 3 reasons why you would love for this trend line to be your own:

  1. It represents a 56% relative increase in conversion rate
  2. It illustrates the hard work of continuous improvement.  We know the line isn’t exciting but in 3 more months this client will double their conversion rate if they continue their hard work
  3. We estimate this increase is worth $45,360 a month to the client.  That’s $544,3200 over the course of a year. If They continue at the same pace for the next three months and double their conversion rate they will increase their revenue over 1 million dollars a year!

The big wins are a great way to start your optimization project, but ultimately they are the consequence of a broken checkout or lead generation form that no one can fill out without a bottle of Ritalin.  It is the small wins you get by improving your pages for the experience of each persona that add up to an awesome website and great conversion rate.

Tweet Button

Add Your Comments

Comments (43)

  1. Continuous improvement is the key for long term success. One shouldn’t get discouraged if the stats show slower growth after the initial surge. Consistency and hard work will get you far

  2. [...] funktionieren?Three Useful Ways to Improve a Team’s WorkflowE-commerce sales rise 15,1%The Power Of Continuous ImprovementAmazon.de vor dem grossen RelaunchLob der FaulheitHier finden Sie auch alle früheren Lesetipps der [...]

  3. Continuous improvement is an ongoing effort to improve products, services or processes that every company should look for.

  4. At its simplest, we can see continuous improvement as involving a cycle of problem-finding and solving

  5. Improvements lead to success.

  6. You efforts to improve SHOULD be continuous. Only with ongoing effort can you achieve results

  7. Continuous improvement is a key to get a better ranking on Google. No matter Panda or penguin, Google is pursuing a better user experience method. That won’t change.

  8. Indeed! this is totally correct. However it can work in the opposite way… your trend can drop :(

  9. There is always room to get better with the time. I do like the concept making things clear in a manner you have displayed over here. People working with PPC sometimes stop their analysis after getting the short term desired goals but they need to understand it is an ongoing process and they need to track it on an everyday bases. I liked this article.

  10. - At its simplest, we can see continuous improvement as involving a cycle of problem-finding and solving -

  11. Success, the kind that leads to great products and businesses, is built on the foundation of a huge amount of hard work over many years.

  12. [...] Bacci of FutureNow! has a post on The Power Of Continuous Improvement I will share an example of a trend line for one of our clients- a resort chain, over the last [...]

  13. [...] Bacci of FutureNow! has a post on The Power Of Continuous Improvement I will share an example of a trend line for one of our clients- a resort chain, over the last [...]

  14. In my experience, things do not have to be seriously broken to get significant conversion improvements. Sometimes it can be as simple as changing a word or two in the headline or the background color. I’ve seen relatively minor changes like this make a 10 – 20% conversion improvement. In addition, sometimes the best gains can be had through small, cumulative improvements of 3 – 5% each.

  15. Yes consistency is very important in the longterm view. If we are regular in posting then neither panda nor penguin can effect the site.

  16. Indeed! this is totally correct. However it can work in the opposite way… your trend can drop :(

  17. There is always room to get better with the time. I do like the concept making things clear in a manner you have displayed over here. People working with PPC sometimes stop their analysis after getting the short term desired goals but they need to understand it is an ongoing process and they need to track it on an everyday bases. I liked this article.

  18. Continuous improvement is all that matters. Your blog post has got the most important ingredient to cook a delicious meal of a successful business. Totally agree with you in the avoidance of big wins towards success.

  19. Great article!

    Improvement is definitely a cycle, and it most certainly is never *done*. You improve, test, see the results, and then adjust, test, etc. Even when traffic increases and you see those big gains, you can’t stop there, or you risk losing traffic over time.

  20. Continuous improvement is a process in business (and in life). One task is completed and you move on to the next one. The idea is to move forward and stay on top of your game.

  21. Consistency and education are the things that will keep us moving and on the road to continuous improvement. It’s only when we stop listening and learning nothing happens.

  22. Consistency in work always invites success.There is graph of constant proportion between consistency of work and continuous improvement.

  23. Thanks for the inspiration and motivation to keep on improving my site! It is easy to just sit back sometimes..

  24. I think humans are just naturally satisfied with progression. If things aren’t progressing than we feel a dissatisfaction.

  25. Some really good points. Back in the day I was a big fan of the complete overhaul if I wasn’t getting the results I wanted. But as I’ve matured I’ve started to see the benefit of continuous improvement.

  26. I think any improvement gives you motivation to continue and not to be disheartened.

  27. If you want to continue improving you need to study always and learn something new. It’s important to not be stagnant.

  28. As a coach I regularly deal with continuous improvement as a critical process in business & in life.

    I’ve seen good businesses and companies fail because they became complacent and happy with good enough. They stopped improving.

    I love the idea of talking about this concept in marketing and business websites.

  29. Improving something is also important, but we must have the knowledge for that improvement..

  30. If you want to change the world, you should begin with yourself. the same applies to businesss. If you want to bring it to the next level start with its improvement, ’cause this is the key to long-term success in future.

  31. I think that is true that the key for success yis to be constant and try to improve your site every day, you can take a look at the competence and get new ideas.

    And the most important part I think is not to surrender.

  32. I think sometimes you can test TOO much. Many times you need to just set back and see how it plays out on its own. Don’t make too many changes at once. Make one, let it set for awhile and then come back and see if there are any changes. If you make many changes at once, how do you know which one was the cause of the movement one way or the other?

  33. There is always room to get better with the time. I do like the concept making things clear in a manner you have displayed over here. People working with PPC sometimes stop their analysis after getting the short term desired goals but they need to understand it is an ongoing

  34. This is awesome and motivating post. Continuous improvement provides us a lot of encouragement and even helps to reach an unexpected success

  35. Improvement is a must in business or in life. When one task is completed, you can move on to the next one. You must move forward and to know what you really want from your life or business!

  36. Continuous improvement can only be ensured in those type of organization where hierarchy structure of horizontal and employees work as team not as individual player. Stronger the relation of manager and employee more the manager will get feed back to for continuous improvement

  37. Make one, let it set for awhile and then come back and see if there are any changes. If you make many changes at once, how do you know which one was the cause of the movement one way or the other?

  38. Continuous improvement is a key to get a better ranking on Google. No matter Panda or penguin, Google is pursuing a better user experience method. That won’t change.

  39. There many things to improve when it comes to business. Personally I’ve learned that improving based on money is not really a good thing for your business. Quality and adapting to latest trends is also very important. But then again, there’s no harm in testing something out.

  40. Thank you for your article. It is hard work to constantly improve your site and sometimes I want it done now. Reminded to take it a little at a time but be consistent with it, extremely important.

  41. An common problem with companies that already succeeded is that they think they don’t need to improve anymore. But this can be beginning of the end.

  42. Really great article. It is a fact that most bloggers and website owners give up too early. So this article will teach them how success can be achieved by hard work. Thank you again for this great post.

  43. Overall a great article but I’d definitely agree with the last paragraph. You wouldn’t believe how some web developers can complicate a simple process of checkout!

Add Your Comments

 

Print this Article
Share

Mariel is a GA certified analyst at FutureNow, Inc.

More articles from Mariel Bacci

Marketing Optimization Blog
FREE Newsletter Sign-Up
send it once every: