I was recently privileged to speak at the Velocity Conference in Santa Clara this year. My presentation was on the topic of Conversion Rate Optimization applied to your entire organization.
One of the points was focusing on process, not results. (I’ll discuss that in a future post). An example I used was recent post by Which Test Won that shared how some site got a 972% increase in engagement by making the form longer. Reasonable hypothesis IMO.
My point was simple: Unrealistic expectation creates disappointment. “Expectation is the root of all heartache”, William Shakespeare.
Here’s that section of the talk in a nutshell:
I love Which Test Won. It’s a great place to get ideas and knowledge of what other have tried and succeeded and failed at. I highly recommend it! But… When someone posts that they got a 972% increase in engagement by increasing the length of a form, that is only going to produce disappointment. Imagine your boss reading those results and then later in the afternoon you report to her that you just completed a round of tests and got a very respectable 7.8% increase in conversions over a 30 day period with over 25,000 conversions tested. Her reaction is not going to be great. Your success will feel like a failure. You’re going to feel like you got crapped on, when the company should throw a raging house party for YOU, at YOUR NEW HOUSE they just bought you! “Surprise!” That won’t happen with unrealistic expectations. (OK, it won’t happen at all. But you get the idea.)
It’s a simple point. If you’re tasked to make changes and run tests, and then show those results to people with unrealistic expectations, you’re not going to be successful, as failure is part of the process. You need to embrace failure and love learning.
I’m not even going to go on a rant about showing these conversion rate “increases”, that are really more a point to the significance, not the true relative increase. If I did rant about that, then I would have to start the post with why I’m a hypocrite in discussing it, as I have done the same.
Back to the “I Hate Which Test Won?” story…
(the day after my presentation) (more…)