The point of website optimization is to improve conversion on your site.
But how do you know if a potential change will truly make an improvement? Are you just making changes for the sake of making changes?
In today's never-before-published chart, we'll take a MarketingSherpa look at how CMOs are deciding what changes to make to their websites.
Click here to see a printable version of this chart
Our minds literally move at lightning speed. Ironically, this often slows our learning, because we leap to generalizations so quickly that we never think to test them.
We then confuse our generalizations with the observable data upon which they are based, treating the generalizations as if they were data.
The frustrated sales rep reports to the home office that "customers don't really care about quality, price is what matters," when what actually happened was that three consecutive large customers refused to place an order unless a larger discount was offered. The sales rep treats her generalization, "customers care only about price," as if it were absolute fact rather than an assumption (very likely an assumption reflecting her own views of customers and the market).
This thwarts future learning because she starts to focus on how to offer attractive discounts rather than probing behind the customers' statements. For example, the customers may have been so disgruntled with the firm’s delivery or customer service that they are unwilling to purchase again without larger discounts.
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