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Helpful Conversion Optimization Advice From Rich Page: Get Started, Get Results

by Hunter Boyle  |  
April 10, 2013
  |  2,244 views

Conversion-rate optimization (CRO) can be intimidating.

For many marketers just starting out in this area, one of the hardest things to find can be clear advice on how to avoid common pitfalls, generate strong ideas, and run tests that get real results.

With his new book, Website Optimization: An Hour a Day, author and optimization consultant Rich Page lays out a framework that nearly all marketers can use to improve their conversion rates.

I asked him to elaborate on a few key areas of the book, and he responded with some excellent insights in our Q&A.

Hunter Boyle: Your book cites studies by Forrester and eMarketer showing that for every $80 spent on driving online traffic only $1 is spent on converting that traffic (Chapter 1). What are some reasons for that disparity?


Rich Page: I think it's because, traditionally, the easiest and quickest method of increasing online revenue is by throwing huge sums of marketing dollars to drive more traffic to your website. Think of the grandiose excesses of the dot-com boom era, like how wasteful those sock puppet ads were!

Fast-forward to today, and conversion rate optimization enters like a knight in shining armor to save the day. Unfortunately, it hasn't made a big enough impact on this ratio yet because it's still a relatively new field, with many online businesses not understanding its true ROI or best-practices, like investing in the right tools and resources to ensure success. And when they don't get great results from their CRO efforts (no surprise there), companies simply revert to spending huge dollars on marketing to increase online revenue. That hasn't been helped by sexier and cooler methods of driving traffic, like social media!

HB: What are some of the biggest obstacles that keep marketers from testing more? How can they get past those obstacles?


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Hunter Boyle leads business development for email powerhouse AWeber. A veteran content marketer and conversion optimization strategist, he's helped organizations improve their digital ROI since the dot-com days.

Twitter: @hunterboyle

LinkedIn: Hunter Boyle

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  • by Doug Kessler Wed Apr 10, 2013 via web

    Fantastic.
    HiPPOs crush science...

  • by Megan Neely Thu Apr 11, 2013 via web

    Great article filled with awesome insight and advice for all marketers out there. You can spend $$$ on traffic until you are blue in the face, but unless that traffic is actually converting on your website, you are will not see any positive ROI in terms of qualified leads generated.

    Its great to see interest in the conversion optimization space growing and I loved the mention of personalized web content as I work for Get Smart Content, a dynamic targeting and testing solution. The article didn't mention content targeting services, so I recommend everyone interested in web personalization check out http://www.conversion-rate-experts.com/split-testing-software/, a third-party review of targeting tools on the market!

  • by Hunter Boyle Thu Apr 11, 2013 via web

    Hey Doug, thanks for the feedback. Can't argue with either point. ;-) Rich did a great job with the book and drilling down further with these questions.

  • by Hunter Boyle Thu Apr 11, 2013 via web

    Hi Megan, thanks for commenting and posting the link -- that's definitely a useful resource for people evaluating testing tools and services. Rich covered some of them in the book, however that comparison matrix includes a wide range and is well worth a bookmark. Much appreciated.

  • by Randy Milanovic Sat Apr 13, 2013 via web

    Cater to your individual marketing personas... write every word, select every image and craft every offer with that individual in mind. Think like you are communicating one-on-one. The quality of your conversions will be substantially greater. Further, craft a variety of offers that can attract your prospects through the sales funnel. Learn more about attracting highly qualified leads at Kayak Online Marketing. http://www.kayakonlinemarketing.com/marketing

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