Why We're Not Talking About Conversion Optimization

CO (Conversion Optimization) is the process of measuring user behavior through experimental design to test for statistically significant differences between samples. The resulting data is applied to influence future user behavior. Web-based clicks, purchases, subscriptions, submissions, up-sells - if you can measure it, you can improve upon it.

There is good reason why we're not talking about conversion optimization. True, it's a little "heady" and mostly math, but its a great way to get better faster. The results can be remarkable, and simply getting out of your user's way makes for a better overall experience. Yes, optimizing user experience to increase lead generation, purchases or most any desirable behavior is worth talking about. But...

Conversion optimization is costly, and inevitably accrue additional costs for design, development and marketing. It can take a long time to collect enough data, and the data could result in no significant difference. It could have profound residual effects. It may uncover a flaw in your marketing. In fact, it may get worse before it gets better (doubtful, but it sounds ominous!)

Outcomes are often surprising. Most of us probably think we could identify the most effective "Click Here" scenario from a line-up of possibilities, but we'd be wrong. It's not unusual to produce data that is counterintuitive - you never know to what your audience is going to respond. What makes conversion optimization so valuable is that, instead of making artistic we're relying on statistically significant differences in observed variables, usually in the form of a split-test (layout A vs. layout B), or through multivariate studies, where numerous factors are being weighed concurrently.

Another reason we're not talking about CO is that clients think they already know what their customer wants, and how they want it. They're going to find out when they're wrong... eventually. But it may take years to realize they're losing customers because they didn't take the time to listen up front. What could have been discovered during development and corrected in the beginning becomes a problem too big to ignore.

According to Jon Arnold of Tuitive, most client's don't fully appreciate the value of listening to the user. "While clients know that user interface design is important intellectually, emotionally it feels like fluff. When the budget is being scrutinized, its likely to be the first item cut from the proposal".

Some companies know what it costs to ignore user experience. Cart abandonment is a particularly painful problem of e-commerce. Customers changing their mind in the midst of completing their purchases can result from many things, but if its due to poor user interface, or the absence of certain messages, what is often a minor adjustment can generate thousands of dollars in revenue. Other behaviors like enrollment, permissions, and form completion are valuable as a form of lead generation, where sales systems can benefit exponentially from an increase in prospective consumers.

I suppose since we've started the conversation, we should just work through it. Here's the deal - conversion optimization is a great tool for making the most of your web presence. It's an essential component of a serious marketing program, and coordinates well with web design, search engine optimization, user testing, and social media. Yes, we can do this, but here's my question to you: "do you know what you want, and do you know what it's worth"? If you can (with a little help) identify a user behavior, associate a value with it, and commit to the time and study to influence that behavior, then we can do business. If you don't know what you want, or even what your customers want from you, then that's OK. The good news is that the only way we can go is up.

Taking the time to listen and "guess-timate" what your visitors want is the place to start. A little user-testing, a few interviews, an interface review... these actions allow for a baseline to be established, and incremental changes can be applied to influence user behavior. Take the time to think about desired outcomes, and find a way to measure behavior. Most importantly, always remember the fundamental principle of conversion optimization - if you can measure it, you can improve upon it.

 

Source: http://www.deepripples.com/blog/why-were-not-talking-about-conversion-optimization

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