Let's get started, but first, use this tool to get a quick temperature check on your current conversion rate: Is your conversion rate higher or lower than average in your industry? Learning that the experts you've been listening to all along are wrong is a bit like learning for the first time as a kid that mascots aren't real.
Underneath that fluffy suit there was just a sweaty unshaven guy. Everything you've learned about conversion rate optimization is a bit like that: shiny and pretty on the surface, but seriously lacking in substance. How is everyone getting it so wrong? Primarily, if you're singing the same song as everyone else, you can really never be anything more than average.
Skeptics in the Pub
When all of the gurus are all preaching the same optimizations, and all of your competitors are listening to them, how are you supposed to stand out? Once upon a time, a self-professed marketing guru told you it's really important that you optimize your site. They shared one example where the author changed the button color, or the font spacing, or the image. Amazing, right?! Um, no, not really. Let me show you what happens with those gains generated by these small tweaks on your page.
Here's an example of a landing page split test; the gray line on the bottom is the first page version we were running. The blue line is the second version we ran against it. In the beginning, the new page far outperformed the old. Awesome, right? Except as you can see, the gains were not long lasting. In fact, the "better" page would eventually plateau. We began running 20 to 30 tests at a time and saw this pattern across our tests. We call this a premature testing dilemma. You see an early lead but shortly down the line, the early lead disappears.
This isn't true all of the time, of course. However, we found that in the majority of cases, small changes like line spacing, font colors, etc. If you want big, serious, long-lasting conversion gains, you need to move past these spikes that last only a couple of days or weeks. Why does this happen? Often, it's because the total volume of conversions you're measuring against are low to start with.
If you're looking at 50, or even conversions across your entire test, small changes can seem more impactful than they really are. When it comes to landing page optimization , you can stay really busy doing small things that have little impact. It's like rearranging deck chairs on the Titanic.
We need to move past this mentality to the big tactics and optimizations that will dramatically change your performance and fortune. You doubled your conversion rate! Well, congratulations, but you're still stuck in the average performance bucket. In this analysis , we started with all accounts we can analyze and went back a period of 3 months.
We then plotted where the accounts fit in terms of conversion rate. So what is a good conversion rate? The median was 2. Remember, this isn't for individual landing pages — these advertisers are accomplishing Clearly, this isn't some anomaly; this is perfectly attainable. Aspire to have these landing page conversion rate unicorns in your account.
You may be thinking, "But conversion rates are low in my industry. We segmented conversion rate data by industry Legal conversion rate, Ecommerce conversion rate, etc. Here's what we found in an analysis of four major industries:.
They're 3 to 5 times higher than the average for each industry, so we can see that the rule holds across the board, regardless of industry. When the BEST project was announced last year , the prominent climate skeptic blogger Anthony Watts was consulted on the methodology. They are certain to be attacked by the professional climate change denial crowd for their findings. I hope that the Berkeley Earth analysis will help settle the scientific debate regarding global warming and its human causes.
Then comes the difficult part: agreeing across the political and diplomatic spectrum about what can and should be done. Kate Sheppard. Tim McDonnell. Suzanne Goldenberg. Pema Levy.
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