Jul 07, 2022
In Welcome to the Forum
Marketers have always relied on testing. But let's be honest; It's probably only in the phone number list last few years that they've started discussing conversion rates rather than beer golf scores. You could say this is the phone number list golden age of conversion optimization. Cool thought, I know. And it looks like it should benefit businesses at all levels. But that's not what we see. Each time a tactic becomes a “thing”, it is embraced by newbies and wannabes. You must beware. You could pay big bucks for phone number list website optimization services from an agency that just learned how to run a test last month. Use of self-reported data Data is important. But you can't depend on just any data. Self-reported data — such as focus group responses, user testing, polls, and forum comments — is gathered from people's stories, not their behavior. The phone number list problem is that people lie. They may not want it, but they do. If you ask them how they spend their money, they give a best-case scenario or whatever they wish was true. Not the absolute truth. Compare their answers phone number list to your analyzes and you get another story. The real story. Lack of understanding of the scientific process Agencies are companies of time and materials. They charge by the phone number list hour. Naturally, they want every hour of their employees' time to be accounted for and allocated to a winning project. The problem: This focus on results can dampen resuts. Scientists need time phone number list to be curious, follow their intuitions and understand why things are happening. A successful agency needs to give them that time, even if some phone number list of those hunch turns out to be unnecessary. In the long run, it is cheaper to eliminate assumptions early, before testing them. In other words, a few hours of analysis beats two weeks phone number list of testing each time. A model entirely made for you This one feels more like a premium service than an error. But when it comes to CRO, it looks more like a mistake. Some agencies feel they have more job security if they make the phone number list client completely dependent on them. So they do it all: collect the data, formulate hypotheses and, supposedly, deliver the phone number list results. There's no collaboration with clients, which means they're only using half the phone number list information they should be using to create hypotheses. Do not influence the culture of the client Similarly, some agencies seem to collaborate with the phone number list client, but they draw the line before influencing the culture of the client. In fact, there's a huge upside to having an agency work so closely with you that it changes the phone number list way you do things. True collaboration involves meeting frequently and discussing ideas. Over time, you begin to see the thought process that comes with every website optimization effort. You begin to understand how to make decisions based phone number list on data and evaluate the insights numbers can give you. No CRO staff It's a big problem. An agency that does not have staff for CRO should not offer CRO. The phone number list best conversion scientists are skilled in two areas: they are good with numbers and they are excellent communicators. Getting high marks in high school math isn't enough. Conversion scientists are masters of data and statistics. They know when the numbers are reliable and when they are not. So they know how long to run a test and when the results are statistically valid. They know when the phone number list math is wrong, which means you can be sure of getting positive results.