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All Things Data-Driven Marketing

What Does the Future Hold for Conversion Optimization?

“It’s tough to make predictions, especially about the future.” – Yogi Berra

Digital marketing moves at a fast pace. One year something works, and the next year it is obsolete.

Similarly, conversion optimization moves quickly. Sure, there are some core skills that seem foundational and everlasting, but year to year there are also some new skills that crop up.

What are the skills someone should invest in learning if they want to be a top 1% optimization expert in 5 years? What should they learn today?

What are the industry and technology trends that are fueling the need for these skills?

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How to Argue

Here’s a common phrase that perhaps you’re familiar with: “Don’t raise your voice, improve your argument.”

As an optimizer, you’re in the business of arguing. You’re constantly arguing with your visitors about whether they should leave their email or not, buy something or not.

Improving your argument, even just a little bit, can have a huge impact on your conversion rate. That’s where rhetoric and persuasion come in.

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Jonas Weigert on A/B Testing Beyond the Landing Page (Q&A)

As conversion optimization continues to mature and become adopted by more organizations, it’s always interesting to get an a/b testing tutorial from people in your network to see how they’re approaching growth and optimization. Especially, for me, in the tech startup space, as these companies often live and die by data, and tend to build their organizations around experimentation.

LawnStarter is one such company, so we sat down with their CTO, Jonas Weigert, to learn how they experiment across their product and communication and how they deal with optimization as a company.

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Web Accessibility

What if you found out you are, at best, only optimizing your site for 81% of the people who might possibly visit it?

Whether you’ve spent years perfecting your site’s usability or are just getting started, you’d want to know about that other 19%, right? That 19% represents millions and millions of people with disabilities who can’t access or engage with sites in the traditional way.

That’s where web accessibility comes in, opening you up to conversion opportunities you didn’t even know you were missing out on.

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Product Filters

Discoverability and findability are two important terms that optimizers should be familiar with.

Discoverability is when you find the perfect book, even though you were not necessarily looking for it. Findability is when you find the exact book you were looking for, even if all you knew about it was the author’s last name.

eCommerce product filtering, when done right, can solve both issues.

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The Battle of the Brand: CRO vs. Branding

Math.

It’s cold. It’s undeniable. It’s absolute. It’s infallible.

Or is it?

As CROs we tend to boil the world of human behavior, intent, and action into neat rows in a spreadsheet. We weave our assumptions together with formulas in order to break down complex interactions into absolute spreadsheet cells valued by the number of the digits they contain.

It’s math. We can’t be wrong!

But we are wrong. We’re wrong a lot. Our entire existence is built around being wrong.

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Survival of the Fittest Variation: Evolutionary Algorithms in Optimization

If you read this blog regularly, you probably don’t need an introduction to CRO or A/B testing. You know the major players, best practices, and you’ve likely tested your fair share of ideas.

But, as an expert, you likely know some of the persistent frustrations with current approaches. To name just a pair:

  • Testing simply takes time.
  • Our best instincts are often wrong.

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