Category Archives: Conversion Rate Optimization

Small Changes, Conversion Rate Maximization

 My latest project in the business world has been to learn everything I can about Conversion Rate Optimization (CRO). The two programs I’m using at the moment are Optimizely and CrazyEgg. Of course, I’ll also be using Google Analytics (GA) and our own results.
 These tools are incredibly powerful for any website owner with existing traffic looking to fine tune the user experience (UX), as well as increase the flow through their conversion funnel.
 But they have also taught me a life lesson. It’s all about life lessons with me, isn’t it? Imagine this; I’ve had a test running this week, I made 5 changes to the website I’m working on. If you’ve seen the site, you know that they aren’t very big, a little text, a number, slight variation in positioning.
 These variations I’m running against the original. I’m measuring engagement and conversions. These changes really aren’t that big, but the differences that they create in a traffic stream are huge!

 As you can see, the statistical significance measurement hasn’t yet given me the green light to make permanent changes to our site… but it appears that it is moving that way. But… I stress… the changes I am testing are tiny. And yet, one of them has a 35% difference against the original.
 It makes me think about our interactions and behaviors in the world around us. Consider this, our behavior and personality is exposed to tons of people every day. I like to make sure to go out everyday into the public. I go for a coffee every morning, work during the day, and go climbing in the evening. I’ll go to church on the weekends, and go out with friends at night. Add in driving to all of those places.  I see, and am seen a myriad of faces. That’s about, this is a guess, 200-300 faces on a slow day.
Don't make me make you Smile In the parlance of Internet marketing, simply being seen is an impression. If a phrase or number change can create a huge variance in the rate of engagement on a web page, what does that say about the way we present ourselves?
 I think about the image I present to those around me and the way that it affects them. What happens if I smile more?

As a server in a restaurant, my ability to look a person in the eye while conveying value allowed me to make sales. In a closed environment like that I could see quick results to my interactions. But with a larger group of people, small changes would take time to be noticed.

Who knows what sort of changes a group of people could make in a community. I see my boss Vitaly push ahead with his idea with transparency, and I think to myself, “Hey! That’s a great idea!”

I get a few people to read my post, and then they go back to his post and read his comments. They move to be more transparent in their lives about the things they are working on; without “the fear of other people copying them.”

Maybe they decide, hey this Dimitry guy is interesting. I’ll work with him! 😀

That’s my hope.