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

Chapter 13

Strategic Marketing Optimization

An ounce of practice is worth more than tons of preaching.

—Mahatma Gandhi

The term conversion-rate optimization is a misnomer. It implies that conversion-rate improvement should be the sole goal of your testing work. That’s a limited view.

Although conversion-rate lift is important and should be a goal for individual tests, the result of a testing strategy produces much more. As you’ve seen from the case studies in this book, test results can produce massive revenue improvement, learning, and customer insights. Forward-thinking CMOs and business leaders use these quantitatively tested insights to create a positive feedback loop into their marketing and business strategies.

Beyond even those outcomes, ...