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  1. Margus

    Any chance of an online course or a blog post about exactly what do measure, how to measure, what tools to use and how to understand what data is relevant and what is not?

    For example, my website. According to crazyegg scrollmap, my “add to cart” button is in the coldest area. I realize that I should do a/b testing but why would I show it before user understands my product value? Or should I? Or maybe the problem is that I have a onepager and people get tired of scrolling? Or this scrollmap data is not really that relevant at all?

    That’s why a detailed post or screencast of what data you measure and based on that data what kind of decisions you make, would be nice :)
    Thanks. Great post btw.

    1. Margus, I had a look at your site and I see what you mean you have a good landing page but your main CTA is buried some visitors of your site will have already heard about you and may be looking to buy straight away while most others will be ready to buy at different points on your page so you need to have CTAs at strategic place all across your page but probably no more then 3-5

    2. Peep Laja Peep Laja

      Yes – conversion course is in the making!

    3. yassin

      Anxiously looking forward to it :)

    4. Blair

      Looking forward as well! Just want to get to a point where I can hire you guys to do what you do best! Your content is enough to change anybody’s business….thanks so much and keep doing what your doing!

  2. TheeDesign Studio

    Agreed! Continuous optimization of a website is important to be able to be and stay competitive in your market. Design is just one aspect of a great website, SEO and content are equally important.

  3. LeadGenix

    Great article and great reminder that optimization is an ongoing process – not an end goal. Thanks for sharing!

  4. Robert Black

    Really good article and I guess I’m as guilty as anyone else for not implementing continuous optimization. Actually when I think about it, it’s crazy not to focus on this. At the most basic level, surely it’s easier to increase conversions on existing traffic than it is to spend money on SEO and PPC or go chasing after the latest, “hottest” new free traffic source like Pinterest.

    Add me the list of those looking forward to your conversion course.


  5. Liz Lambos

    Great article Peep. I have also found it amazing how so many accomplished product managers who employ A/B testing and use optimization software can stop short and decide to use guesswork for a given feature (i.e. my users all want to login with Facebook or Twitter!).

    I also agree on the need for continuous optimization. My team and I have seen numerous customers caught off guard by an unintended or intended change to their product or audience and see conversion rates suddenly plummet for an “unexplainable” reason (we very often see this stemming from changes in traffic sources – new ad channels or keywords).

    As such we advocate a programmatic approach to testing which uses MAB algos rather than repeated A/B tests to be able to continuously monitor and adapt content without having to create an ad hoc program of re-running static A/B tests on each variable.

    Would love to hear your thoughts on this approach.

    All the best!

  6. Nazli Yuzak

    OK, so we all know these principles. I’ve been in optimization at least for 6 years now. I live and breath this thing! That’s why I get so disappointed when companies get fooled by fancy design pitches by agencies. Yeah, put a banner on the home page that covers half of your site with no copy or CTA. Awesome(!) Looks fancy though!!
    We need to bridge the gap between optimization principles and the design process. They are still very much parted and that’s one of the rootcauses of problem. I don’t see any design agency doing a realistic pitch saying “We are going to update your design and that’s probably going fix %40-60 of your site issues. Once the site settles down after redesign we are going to optimize the design with the data and customer feedback we have for the next 6 months. That will get us to %60-80 at best. The rest will be ongoing cycle of learning, optimizing and growing.”

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Your Design Sucks. And Copy. And Your Idea is Wrong (or Why You Need Continuous Optimization)