#20 – Maximizing Conversion Rates Without A/B Testing

The fundamental issue, how can I be consistent? How can I be consistent in generating lifts and conversions? That's a tough one. Can you optimize a website based on best practices, based on experience? I mean, I've talked to some E Commerce Directors and VPs of E commerce who have a really amazing eye for looking at a site and saying, you know, the experience is really not good here, not good there. They can easily identify and identify issues. They can come up with solutions. Sometimes those solutions are good, sometimes they could be, could be improved. Perfect example, by the way, Steve Jobs.

No conversion optimizer.

Correct. But he had an eye and he had the mind to think how people actually are looking for easier solutions.

And that's, I think, what makes Apple Apple. Maybe they're diverging from that right now. But anyways, that's. It's a more philosophical, philosophical discussion. I do think you can do, by the way, conversion optimization without a B testing. You can lower the standards that we apply.

So for example, a standard for us.

Is 400 conversions a month to run on a per platform. 400 or 500. Well, what if I have only 200 conversions? Should I actually wait? Well, no, in my mind there's so many different things that you can do to improve conversions. You don't have to wait. It's like, okay, good, so we're going to continue bleeding money until we get to the 400 or 500 conversions per platform. No, I think you can apply heuristics to fix the website. I think you can test certain things, not necessarily macro conversions, increasing orders, but you can test micro conversions.

You can usability.

You do usability testing. We've worked with companies in the past where they had a hundred conversions and we saw them grow. One particular company, there are 350 conversions, 400 conversions when they started, between mobile and desktop, they're doing like 50,000 conversions right now. We worked with them from the very first days when they started and we worked with them. It was two partners, no one else. One of them actually was a full timer, full time in another company, by the way. And the other person was focused on the company and now they have a team that's like 60, 70 people. So it's just fascinating because ultimately I think as a business owner or a business executive, your goal is like, hey, how can I succeed? How can I do better? You don't want a theoretical answer. Well, here's the theory. No, come and help me. Show me results.

You made like an interesting post today on LinkedIn.