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We all have really good ideas of how a website is supposed to work. When dealing with a team of higly educated and opinionated individuals on how a site should work and function how do you figure out what to do first? When no one agrees on a plan, not that everyone needs to agree, how should you decide what to do? Most entrepreneurs will tell you to pick a plan, any plan, test it, and analyze the results. I like this approach. When no one agrees, or tries to meet in the middle, the opinions don’t matter; numbers become the best basis for a decision. Testing is something that should always be happening. Continual optimization of your funnels and paths is vital to a company’s success in both the short and long term. If you can get people to understand that then half the battle is already one.
Some companies tell me that testing is just not that simple. That there are other priorities and other projects that need to get off the ground and so spending a lot of time on testing different variations of a site, conversion path, or sales funnel is simply not possible. There’s little you can say to someone who doesn’t want to try new things. If they think that they know best and that the current process is the best it could possibly be then you’ve got a tough battle on your hands. Go back to the numbers. You can’t argue with incremental improvements that drop to the bottom line. There are hundreds of case studies that show even the smallest of improvements all the way to triple digit growth. If you know what you are doing and measure the changes, you really can’t make it convert worse. Just be data driven. When you have numbers to show people, even if they are not initially good numbers, then it becomes tangible. Then you can track your successes and demonstrate ROI. Then they’ll let you test whatever you want.
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