First you must master these six principles.
We (Jeffrey Eisenberg and I) were naïve and full of ourselves; in 2005, when "Call To Action: Secret Formulas To Improve Online Results" hit the major bestselling book lists. In 2006, "Waiting For Your Cat To Bark: Persuading Customers When They Ignore Marketing" also achieved the lists and we thought we were truly popularizing customer-centric conversion rate optimization. In accomplishing a mean goal we lost sight of the end goal. Client success and the recognition of our peers as conversion rate optimization gurus wasn't what we really wanted.
As conversion rate optimization gurus perhaps we shouldn't say that conversion rate is not a reliable key performance metric. It can be a useful diagnostic tool to understand sales, similar to body temperature for understanding overall health. We intended the message to be that CEOs should be accountable for online sales by making sure their teams cooperated, collaborated, became educated, and were focused on meaningful customer-centric metrics. Apparently, that is a message we failed to effectively communicate.
The principles of conversion rate optimization are simple:
All the rest is commentary!
We are convinced that the 10,000-hour rule, which states that to become an expert you need 10,000 hours of practice, is more of a principle than a rule. Nevertheless,10,000 hours in conversion rate optimization would mean that an expert today would have been working full time in the discipline for at least five years. We know a small handful of people (we couldn't fill a bus) who can truly make that claim. Yet, in 2012 the world is full of "conversion rate optimization experts" (just read their Twitter profiles) - after all, as Erasmus said, "In the land of the blind, the one-eyed man is king."
You may remember "Wax on, wax off!" from the movie "The Karate Kid." Daniel practiced the fundamentals until he was exhausted, a thing no brand-new-shiny-object-chasing-marketer wants to do. Mistaking unconscious incompetence for unconscious competence is what happens when the consciously incompetent read a few blogs, learn a few tools, experiment a little, have a few successes, and then decide that they know what they are doing.
We work hard at remaining consciously competent. It's easy to fall into the know-it-all trap, especially when people ask you questions they believe have simple answers. Here is what we are working hard to understand better:
Ten thousand hours isn't enough for conversion rate optimization because it calls for expertise in so many disciplines. Humility is hard work. We hope you aren't offended if we remind you, and we beg you to remind us, gently, when we forget.
Graduate student image on home page via Shutterstock.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Bryan Eisenberg is co-founder and chief marketing officer (CMO) of IdealSpot. He is co-author of the Wall Street Journal, Amazon, BusinessWeek, and New York Times best-selling books Call to Action, Waiting For Your Cat to Bark?, and Always Be Testing, and Buyer Legends. Bryan is a keynote speaker and has keynoted conferences globally such as Gultaggen, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, the Canadian Marketing Association, and others for the past 10 years. Bryan was named a winner of the Marketing Edge's Rising Stars Awards, recognized by eConsultancy members as one of the top 10 User Experience Gurus, selected as one of the inaugural iMedia Top 25 Marketers, and has been recognized as most influential in PPC, Social Selling, OmniChannel Retail. Bryan serves as an advisory board member of several venture capital backed companies such as Sightly, UserTesting, Monetate, ChatID, Nomi, and BazaarVoice. He works with his co-author and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT