Archive : Giles Thomas – Conversion Machine
Conversions is about creating a customer theory, a deeper understanding of your customers so you can market to them successfully
I can’t emphasize this enough: Unless you have a proven, step-by-step process in place, you’re flying blind with your CRO.
Because they don’t have a complete conversions process, most people tend to ask questions like:
“What metrics should I be tracking and measuring?” “What types of qualitative and quantitative data should I collect?”
“What is the process, the step-by-step for collecting and analysing data so it is accurate and actionable?”
“How do I plan and execute tests properly with results I can trust and that improve my business.”
I don’t know what else to say but this: These questions DON’T MATTER.
The strength of Conversion Machine is that it provides proven, explicit steps to increase conversion rates and profits while removing the guesswork associated with business growth.
When you find yourself asking questions like this, it means that you’re worrying about things that don’t make a
difference AT ALL.
And unless you know what you need to be focusing on, you’ll never be able to get consistent results.
What’s the solution?
A proven, step-by-step process that shows you EXACTLY what you need to do and EXACTLY how to do it. Because once you have a proven plan in place, you’re set.
There’s no guesswork and nothing to figure out.
Just follow the steps, do the work.
Secret #1 – Forget Case Studies You Read Online
Ask anyone that knows me and they’ll say I’m a very laid back person, but one thing that really gets me going is:
When I read an article from a so called CRO expert and they suggest that because they got a conversion increase in some test, if you copy them, you’ll get the same lift.
WRONG
Tell me if this sounds familiar:
You spend days – and maybe weeks – working very hard to implement a change to your online store that you read about in a case study.
You launch the changes and wait for the results to come in.
When you check your analytics after a few days (trying your best not to stop the test early!) what do you see:
conversion graph vector
No conversion LIFT!
Even worse, when you check your conversions at the end of the test your control was the winning variation.
Your original design performed better!
That’s when you say to yourself:
“How come it worked in the case study but not for my website!”
So you make another change and start the process all over again.
No conversion lift.
And again, until one day you throw in the towel and say:
“This is impossible!”
Trust me, I know, we’ve all been there.
This is what is known as the “One size fits all” approach to conversion optimization.
You copy someone else’s conversion case study and hope for the best.
Sadly, hope doesn’t turn more visitors into sales.
And even though one test in ten might give you a small lift, the truth is those kind of conversion optimization approaches see diminishing returns over time.
The longer you run the test the less significant the difference and conversion increase.
This is mostly due to a phenomenon called the ‘novelty factor’.
Your new variation wins because of exactly that, it’s new. New and shiny, nothing more.
And it is not your fault.
You work hard on improving your conversion rate and growing your business.
But it is impossible to know where to start when every article or case study you read tells you something different.
As you’ve probably experienced yourself, the ‘one size fits all’ approach to conversion optimization doesn’t get the results you deserve or your business needs.
But there are alternatives.
Why my process can get you the conversion increases you need
Believe me, I tried the whole “Read a case study, copy the changes on a clients store and see what happens” approach to CRO.
In fact my first conversion client was a marketplace app based out of the UK.
And because I was fooled into believing what all these case studies were teaching me about CRO, I thought that all I needed to do was copy their changes.
It goes without saying, that company is not around anymore.
That’s when I decided to discover how to collect actionable data and learn about my clients customers to improve conversions…even for low traffic websites (because the qualitative data collection processes you’ll learn in Conversion Machine work for traffic of any size).
Since then I’ve tested countless different CRO methodologies.and discovered process that work again and again.
The great thing is, I’ve seen these process work in a variety of different industries including fashion, consumer electrics, automotive and loans to mention a few.
So even if you or your client are in a weird, obscure, or super-competitive niche.
.you can improve conversion rates and grow your business using these CRO processes.
If fact, here’s what a Conversion Machine graduate had to say about my processes…
