Conversion Optimization has become something of a buzzword in the last few years, hasn’t it?
Finally-a book that shows marketers how to truly achieve real results from their websites. Brian Massey, The Conversion Scientist, takes the mystery out of how to create high-performing sites. By walking the reader through five online formulas-aka "customer creation equations"-he shows you how to determine the best formula your own particular business structure and how to optimize it for stellar results.
This guide will walk you through the basics of CRO—from why it matters in the first place to how you can go about building your own testing and optimization plan. You’ll find information that will help you improve the performance of your website, including: optimizing your landing pages and user experience, as well as the tools you’ll need to be successful.
About a hundred thousand posts have been written about how to get more of your visitors to opt into your list so you can build the hell outta that list, establish relationships, nurture relationships, sell, grow, hire, and on and on. A healthy-sized list with healthy engagement is a wunnaful thing.
WHY DID WE WRITE THIS GUIDE?
Conversion rate optimization (CRO) provides a significant opportunity for businesses of any size. It takes a scientific approach to optimizing websites and enables businesses (and organizations) to convert more visitors into subscribers or customers. We wrote this guide to help anyone interested in conversion rate optimization learn how to get started and how to get the best possible results with their testing program.
While testing is a critical part of conversion optimization to make sure we actually made things better and by how much, it’s also the tip of the iceberg of the full CRO picture. Testing tools are affordable (even free), and increasingly easier to use – so pretty much any idiot can set up and run A/B tests. This is not where the difficulty lies. The hard part is testing the right things, and having the right treatment.
There’s a philosophical statistics debate in the optimization world: Bayesian vs Frequentist.
This is not a new debate; Thomas Bayes wrote “An Essay towards solving a Problem in the Doctrine of Chances” in 1763, and it’s been an academic argument ever since.
Recently, the issue has become relevant in the CRO world – especially with the announcement that VWO will be using Bayesian decisions (Google Experiments also uses Thompson sampling, which is informed by a Bayesian perspective).
So what the hell does Bayesian statistics mean for a/b testing? First, let’s summarize Bayesian and Frequentist approaches, and what the difference between them is.
Conversion optimization is a process. Amateurs follow best practices and don’t know where to begin. Experts follow frameworks and processes. This expert guide will teach you the process of optimization.
Some performers fear Simon Cowell when they walk out on stage.
Then there are those special few who actually embrace the fear.
They *want* to stand on that stage. They *want* to belt their heart out and see Simon sit there speechless, with a lump in his throat.
They want pop culture’s most infamous critic to impart some of his wisdom to help their career as an artist.
I applaud those artists.
The point of this article isn’t to continue to point out the obvious, but to show the more costly mistakes in terms of lost revenue and lost leads. Read the most dangerous mistakes you can make when it comes to your landing pages and learn how you can correct them.