At around 1:20 p.m., while presenting at the "Survival of the Fittest 2.0" session at Search Engine Strategies NY on March 24, I got a text message from my wife. It read: "I am in labor." At 11:32 p.m., Matthew David Eisenberg joined our family. Baby and mom are doing well. My daughter and other son are enamored with our new addition.
Driving home that night from the hospital brought up memories of my Mom and Dad and their great parenting wisdom: "Your job as a parent is to screw up your child the least possible." We are human and we will make mistakes; no child, no parent is perfect.
It's easy to look back and see where we made poor decisions, but the value comes when you start identifying those things in the moment and are able to make the changes so as not to repeat the past. It isn't uncommon to find a first-time parent who took the time to read the books or take the classes on the grand theory of parenting who was rudely awakened by the real-time results.
Why am I providing you with parenting advice on ClickZ? Because the lesson applies equally to your online marketing efforts. There's just no sugarcoating it. It will happen.
You'll screw up.
And just like we shared during the "Survival of the Fittest" session, to succeed you must learn to be nimble and make changes on the fly. The key is to plan on optimizing; you don't succeed with a set-it-and-leave-it mentality. You must have a plan for continuous improvement. And you must learn to make the best of each so-called screw up.
My first example of this lesson is a ClickZ classic I shared back in 2003. A reader called a little bit freaked out. After making a change in his shopping cart, he saw his conversion rate plummet nearly 90 percent. We applied a bit of learning and easily turned it back around. While you should never screw up on purpose, don't let the fear of making a mistake paralyze your efforts.
A Recent Example
When training new staff, we work hard to instill the idea that the only thing worse than a test with negative results is a test with no results at all. You will always learn something valuable when you move the needle either way, and with a negative test you can always set things right back to the original control. A neutral test typically wastes time and resources.
Last summer we took on a client who was eager to optimize and test. We began by recommending a multivariate test of a few common elements on the home page. In the first test, the two variations lost to the control by 6 percent and 5 percent. The second test was an A/B and the variation lost to the original control by about 32 percent.
About this time, most clients would have seriously questioned hiring us. While this client may have privately discussed that, they didn't show us a lack of faith. In fact, we were able to convince them to run a third, more costly test. Throughout the first two tests, we had began narrowing down some unique factors that would influence conversion on the site, and we had evidence that suggested exactly what we needed to do next.
We had the client bring hire both a copywriter and a graphic designer, and we went through the process of developing a single test centered on developing a unique value proposition. In the end, the client realized an increase in business worth tens of thousands of dollars.
I could repeat stories like this all day. But the lessons are the same:
So like parenting, online optimization never ends. It takes hard work and the cold, hard realization that you won't do it perfectly.
As we face the online world together, please join me in wishing my new son, Matthew, much success in his life and in hoping I screw up as little as possible. And if having a bigger family wasn't enough, I'm also having a birthday this week. In lieu of parenting advice and birthday wishes, please send share your story of an online marketing screw up with the rest of us.
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Bryan Eisenberg is coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing speaker and has keynoted conferences globally such as SES, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
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