http://www.stephendebruyn.com Conversion Optimization- A Methodology Whose Time Has Come 

As a marketer, I rarely come across slam-dunk solutions, but conversion optimization certainly falls into that category.  Yes, we generate lots of traffic to our site – but what good does all that traffic do if we cannot convert it into revenue-generating customers? 

 That’s where conversion optimization comes in.  It takes the guesswork out of landing page design – which is a good thing, since our guesses tend to be highly subjective, and therefore often wrong.  Instead, decisions are driven by facts derived from statistical methods such as A/B split and multivariate analysis. Today there are a number of excellent tools in the marketplace that help maximize conversions, and the conversion improvement data are very compelling across the board.    No wonder that pundits like Rand Fishkin from SEOmoz have predicted that 2010 will be the year in which conversion optimization will break through. 

 Quite frankly, I wonder why it hasn’t broken through earlier.  Pondering that, I came across this interesting recent blog post from Sandra Niehaus at Closed Loop Marketing that might explain why.  She states that most of us are reactive, programmed to respond to problems that need immediate resolution. As most of us convert at least a specific percentage of our traffic, we don’t perceive optimization as an urgent priority.  Lacking benchmarks, we do not realize that by not implementing optimization methods, we are most likely leaving a lot of revenue on the table.  It’s the opportunity cost of NOT implementing this technology that should be highlighted in convincing senior management of the benefits of optimization.  Numerous case studies from the field can provide plenty of data ammunition in that regard…

 Sitting on the intersection between the ‘pre-click’ and ‘post-click’ worlds, optimization technology fits in between SEO strategies and tactics that drive traffic, and lead management automation systems from vendors such as Eloqua and Marketo.  In fact, many of the conversion optimization solutions interface easily with lead nurturing and scoring tools.

That said, conversion optimization is clearly not just a question of installing a nifty testing technology.  This practice really is an interplay of target market research, web design, web usability and information architecture, sales and direct marketing methodologies, copy writing, and web analytics.  All are required to make conversion optimally successful. Bryan Eisenberg’s marketing consulting firm is a great resource in that regard.  You can follow Bryan on Twitter.

 Two companies very active in this space are Ion Interactive and WiderFunnel.  Their blog and site content is superbly informative.  

 Do you agree that conversion optimization is in essence a no-brainer, and should be fully embraced by the marketing profession?   What, if anything, is holding you back?