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You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing by Chris Goward

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Chapter 6

Optimize for Relevance

A squirrel dying in front of your house may be more relevant to your interests right now than people dying in Africa.

—Mark Zuckerberg

Your prospects are animals. They hunt, forage, and consume just like their wild counterparts. Only today, they’re no longer roaming the savannah searching for wild deer or prairie shrews. They’re on their laptops, tablets, and phones hunting for information, entertainment, and consumables to buy.

Animals have evolved refined biological algorithms that constantly evaluate feedback from their environment to adjust their hunting paths. If the scent of their prey weakens on the path they’re following, they return to a previous location to find a stronger scent path. This algorithm ...

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