This Will Help You To Win The Support And Enthusiasm Of Your Colleagues
What you’ll get from each section
If you want to become an expert in CRO, you’ll probably want to read all of this book. If, on the other hand, you want to carry out CRO for only one project, you can dip in and out of the relevant chapters.
Here’s how this book is structured:
Section 1: The one you’re halfway through reading
In the rest of this section (“Why Most Web Design Is Done Wrong—and How to Do It Like the Winners”), we define what conversion entails (when it’s done right). We explain why it should be the number-one priority for your company (and for your career)—as it is for the world’s most successful web companies. We describe The Power Law of CRO and how it can drive a company into an economic “virtuous circle” of growth. This will help you to win the support and enthusiasm of your colleagues.
We also point out the conversion principles that are followed by the top web companies—the winners—and that are strikingly absent from most other web companies.
Most people do CRO the wrong way round. They behave like physicians prescribing remedies before having diagnosed the patient. These “malpracticing physicians of marketing” prescribe testimonials, guarantees, and punchy headlines—and have no idea why the visitors aren’t taking action. We introduce our customer-centric DiPS (Diagnose → Problem → Solution) approach, which thrashes the alternative—as you’d expect, given that the alternative is so absurd.
Section 2: Diagnosis (the D of DiPS)
In Section 2, (“Diagnosis: Understanding Why Your Visitors Aren’t Converting”), we take you on a grand tour of tools and techniques you can use to diagnose and improve your website’s problems. To overextend the medical analogy, these are the web stethoscopes, landing page thermometers, and the homepage ear-microscope doodads. These techniques will allow you to deeply understand your visitors—and how they interact with your website. That way, you’ll empathically understand them, and you’ll be able to identify exactly why they aren’t converting into customers.
Section 3: Common problems and solutions (the P and S of DiPS)
Fortunately, there aren’t an infinite number of reasons why visitors don’t convert. In fact, our research has revealed that most websites underperform in just fourteen ways. In Section 3, (“Making Websites Win: The Most Common Problems That Make Web Visitors Abandon—And Proven, Easy-To-Implement Solutions”) we devote a chapter to each of them. In each chapter, we describe the most effective techniques for getting your website “firing on all fourteen cylinders.”
Section 4: Bringing it all together
In Section 4, we describe a case study of how we helped to grow a financial-technology company by 470% in just a year. We reveal exactly how the steps were carried out, so you can see how the principles and techniques described above come together in practice—with record-breaking results.
Okay, that’s enough overviewing. It’s time to explain what conversion entails (when done right), and why it should be the number-one priority for your company—and for your career.
