In conversion marketing, keep doing what works and stop doing what doesn’t work…measure, repeat

January 30th, 2013   •   Comments Off on In conversion marketing, keep doing what works and stop doing what doesn’t work…measure, repeat   

Viraj Patel is an up-and-coming marketer, currently with Harley-Davidson Canada. He is also a former student of mine at the Canadian Marketing Association’s Direct Marketing Certificate Program. Yesterday he sent me an email with a link to this article, suggesting it might be useful for future classes: How Obama Raised 60 Million By Running A Simple Experiment, by By Dan Siroker on the Optimizely blog. Optimizely is a commercial web set optimization service, and the article (now more than 2 years old) may be self-serving, but what an amazing and easy-to-understand example of the role that testing plays in conversion marketing!

In his email Viraj said:

I think the article shows a quantifiable result of conducting testing, and proof that it is worth the investment in resources. Another thing I found quite interesting, was how accessible a solution like this is to businesses of all sizes. The low cost to implement something like this allows even small organizations to run testing.”

I couldn’t agree more.