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You Should Test That!

Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing

By Chris Goward
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  • Contains 10 key ideas
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You Should Test That! by Chris Goward

You Should Test That! (2013) dives deep into the science of conversion rate optimization, offering readers a wide range of tips and tricks they can use to turn their site visits into sales.

Key idea 1 of 10

Optimizing for a higher conversion unlocks hidden profits for your business.

In today’s Information Age, businesses need a good web presence if they want to succeed – even if they’re selling their products primarily offline. In fact, according to a study conducted by Experian, 90 percent of buyers research products online before purchasing them offline.

Clearly, you need a website. But not just any old website! To run a successful business, it’s not enough to optimize your website in a way that nets you huge traffic. That traffic needs to convert into immediate monetary value.

So your goal is to turn your site visitors into real customers, and that’s what conversion rate is all about.

The conversion rate describes what percentage of site visitors complete some action that you want them to carry out, such as making a purchase, signing up for a newsletter and so on. Simply put, your site’s conversion rate is its number of visitors divided by the number of those visitors who do the thing you want them to do.

Your goal, then, is to maximize the amount of products you sell to the visitors you already have using conversion rate optimization (CRO).

Not only does CRO directly affect your conversion rate, it also helps you to avoid the halo effect caused by a poorly made website. The halo effect is when a customer’s bad experience with your website negatively affects their perception of your products.

The author, for example, recalls a visit he paid to BlackBerry’s website, which was incredibly slow due to their use of large images. Once the page was finally fully loaded, the author was met with a range of the newest BlackBerry phones under the headline: “Unbelievably fast. Unmistakably BlackBerry.”

Irony aside, this slow loading time might make it harder for customers to actually believe that BlackBerry phones are as fast as they claim. Even though the website’s loading time is entirely unrelated to the phone, that general feeling of slowness continues to hang, halo-like, over the product.

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