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When working to optimize your website, it is easy to give in to impatience and an eagerness to find a winning change. This presentation offers nine "mantras" that we use at Conversion Sciences that keeps us on the straight and narrow. These should be on your wall.
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The Nine Mantras of The Conversion Scientist™
Brian MasseyThe Conversion Scientist™www.conversionsciences.com
“Our Opinion does not matter.”
We’re really pretty good at pickingchanges that will increase conversion rates,
but we are surprised too oftento claim our opinion matters.
Don’t count on your gut. We do this all dayand we don’t.
“Don’t think. Know.”This is our motto, combining the principles of
the Scientific Method with time-tested marketing techniques. This attitude offers a reliable, repeatable way to
“find the hidden money” on your site.
• You will be making decisions based on data and reinforced by rigorous testing.
• Measure the changes to your site and that you don’t make changes blindly.
• When you apply what you learn from us to other marketing efforts, they are more likely to succeed.
• This is the core believe of our Conversion Catalyst ™ Process.
“Every change is an experiment.”
Even if you aren’t split testing, you can learnsomething from every change
you make to your website.
Take the time to look at your results.Have the discipline to change things slowly.
Test whenever you can.
“The best judge of our success is the accountants.”
Visitors vote with their dollars.
The person to impress really is the person that adds up the sales every month.
“Every click is a promise that we must keep.”
The first job of a landing page is tokeep the promise made by a link
on your site, in an email or in an ad.
Your home page has a hard time keeping promises.
If you make a promise, send the visitorto a page that can deliver on
that promise.
“Conversion is about more than buttons, forms, and shopping
carts.”Conversion is about understanding “Why.”
Why do visitors behave the way they do?Why are visitors leaving a page?
Why are visitors abandoning our shopping cart?Why does one headline work better than another?
Why did the ugly page perform better than the pretty one?
“You don’t have to be humble to optimize, but you can’t optimize without being humbled.”
No matter how well you know your customers,visitors to your website will behave in ways
you never predicted.
You will be humbled by what you learn when optimizingyour website. If you can get past that, you will also
be more successful.
“The visitors will tell us exactly what to do.”
There are so many ways to watchhow your visitors are using your site,
there is little reason to guess.
AnalyticsClick tracking
Visit recordingSplit testing
“Market research is a collection of hypotheses, not answers.”
Don’t take the results of your surveys, marketing studies, live chat logs, reviews, suggestions, and
anecdotal storiesas answers to your burning questions.
Your visitors are notorious liars when askedwhat they like and why the do what they do.
We’d like to humbly offer to optimize
your website.
Let us make your accountant smile.
You can get a free strategy session with a Conversion Scientist
.
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