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continuous-improvement

FutureNow Post
Wednesday, Mar. 9, 2011 at 11:04 am

The Tortoise and the Hare: Lessons for CRO

March 9th, 2011

You are probably familiar with the childhood story of the tortoise and the hare. As the story goes, the tortoise challenges the hare to a race after the hare’s continual bragging about his own speed. However, in the end, it’s the slow and steady tortoise that actually wins the race. It may seem unclear as to how this has anything to do with the topics that we typically cover on the Grok, but this fable has more bearing on conversion…

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FutureNow Post
Friday, Feb. 4, 2011 at 9:07 am

And the 6 Month Subscription for Continuous Website Improvement Goes To…

February 4th, 2011
What, specifically, did we look for?

Well, faithful GROK readers, you heard our cry for submissions to win 6 months of CRO services, and you responded. Over the last few weeks, the entries have been rolling in. We heard from companies of all sizes from all over the world! Thank you to all of the contestants, who graciously endured our due diligence, and answered between 5 and 20 questions total about their websites and businesses. We were looking for a company…

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FutureNow Post
Thursday, Dec. 30, 2010 at 12:04 pm

Top 10 Organizational Roadblocks to Optimization

December 30th, 2010

One thing we’ve learned this year is that getting good at conversion rate optimization requires more than just the desire to increase your marketing ROI and revenue. It takes more than a slick behavioral targeting and multivariate testing platform. It even takes more than reading this blog ;)

To reap the full rewards of continuous improvement, it actually takes a shift in the way you work on your website and your marketing. It requires you to change how you operate and execute…

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FutureNow Post
Wednesday, Dec. 8, 2010 at 2:04 pm

CRO Deserves Its Own Line in Your 2011 Budget

December 8th, 2010

I’ve got a bone to pick about how a lot of people perceive Conversion Rate Optimization (CRO) relative to all of the other marketing gobbledygook they do. What’s inspired me to pick this bone right now?  Well, it’s the holidays, with the New Year right around the corner, and I am willing to bet that a lot of these people are hovered over their desks, forehead planted firmly in one hand, tapping their pencils on their college-ruled, recycled, legal…

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FutureNow Post
Thursday, Dec. 2, 2010 at 9:09 am

Why the Holidays Are the Perfect Time To Tweak Your Site

December 2nd, 2010

I’ve seen it time and again with my clients: as soon as the holiday season (sometimes even the beginning of the 3rd quarter) arrives, they begin to discuss putting a hold on their optimization efforts. I always ask WHY? I have at least three reasons why you should optimize during the holidays:

Getting a large influx of traffic is perfect for testing, especially if you know you have problems in lower traffic areas of your site!  And tests reach their…

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FutureNow Post
Monday, Nov. 22, 2010 at 4:00 pm

Marketing Improvement Is a Moving Target; Good CRO Flexes With You.

November 22nd, 2010

A few weeks ago, I wrote a post about some of the factors that differentiate Usability from Conversion Rate Optimization (CRO). They are two unique practices, each one valid in its own right, and progressive steps in a business’s quest to make their website and marketing efforts better. Any attempt to make your website better starts by coming up with a prioritized list of focal points unique to you, based on trends you see in your own data set, and…

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FutureNow Post
Thursday, Nov. 18, 2010 at 3:58 pm

A Strategy to Make Your Web Site Better, Win After Win

November 18th, 2010

Life Source Water has been working with us for a little over a year; long enough to have developed an appreciation for the compounding conversion rate lifts typical of testing and implementing our recommendations. Because a primary goal of our work with clients is to start generating revenue and ROI as quickly as possible, the first step of our Conversion Rate Optimization (CRO) process is to help people who are ready to buy complete their purchases. Thus, we typically begin our…

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FutureNow Post
Tuesday, Nov. 2, 2010 at 9:49 am

Want to Dip a Toe in CRO Waters?… Just Shoot Yourself in the Foot.

November 2nd, 2010

ToeInWaterBIGIf I’ve heard it once, I’ve heard it a thousand times: “We’d like to start with something small and see how it goes before making a bigger commitment.” While this might seem like a logical approach, it’s actually setting yourself up for failure. Furthermore, it puts you dangerously close to being put off conversion rate optimization (CRO) forever; a scary thought considering CRO, when practiced continuously, is one of the most effective weapons in your armory for the battle against marketing…

...continue to read "Want to Dip a Toe in CRO Waters?… Just Shoot Yourself in the Foot."

FutureNow Post
Thursday, Oct. 14, 2010 at 9:05 am

Don’t Confuse Usability Testing for Conversion Rate Optimization

October 14th, 2010

Before working with you, usability consultants likely can give you a checklist of items they will evaluate and/or fix. That’s because usability is based on best practices, or items that apply to the majority of the people, the majority of the time. It might look something like this:

Navigation Homepage Category Pages Product Pages Search Checkout

Typically, this checklist of focus areas will be the same for all eCommerce or Lead Generation websites, regardless of a business’s particular goals, limitations and…

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FutureNow Post
Friday, Apr. 30, 2010 at 9:15 am

Five Tips to Avoid the Forever-Test

April 30th, 2010

I have a recurring nightmare: I wake up in the middle of the night, in a cold sweat, because I was having the nightmare about…

“The Forever Test”!

What’s the Forever Test, you ask?  It’s when you set up a test in Google Website Optimizer, or some other testing platform, and for any combination of reasons, the darn thing JUST…WON’T…END!  Or worse yet, it runs for way too long, only to bring back inconsequential results, e.g. a 1% increase :(

Don’t…

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