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Conversion Optimization by Ayat Shukairy, Khalid Saleh

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When Conversion Optimization Fails

An Invesp informal survey of nearly 200 ecommerce companies that tried conversion optimization in 2009 reveals that more than 60% of them did not see significant improvement from their conversion optimization projects. This data should concern anyone who is considering conversion rate optimization, as well as companies considering offering it to their clients. The following are some of the reasons conversion optimization projects do not succeed.

Poor Resource Planning

A critical component to the success of conversion optimization projects is the ability by technical staff and designers to make required changes on the website. Some clients do not have the technical staff to implement the required modifications. In some instances, the technical staff has a large list of responsibilities already, and conversion optimization projects are added to the end of the list and are given a lower priority. Both of these issues can kill any conversion optimization effort. We handle this in our practice by doing the following:

  • Working closely with clients to ensure that they have the staffing levels ready to implement our recommendations

  • Asking client teams how much they can dedicate to implementing our conversion recommendations

  • Keeping the amount of time required to implement recommendations to fewer than 60 hours per month

Platform Limitations

The technology used in particular websites can complicate your ability to make changes to the site. Conversion optimization ...

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