Conversion Optimization and Beer

This was just a Friday post waiting to happen. Bryan Eisenberg at FutureNow wrote a post likening conversion optimization to the song 99 Bottles of Beer on the Wall.

Key points:

  • Repetition is good: In the song, you keep repeating yourself over and over. With conversion optimization, you must keep repeating the same cycle: analyzing the numbers and striving for continuous improvement.
  • Know where you’re going: There’s a clear goal in the song–to drink all the beer! Same with conversion optimization–you must have a goal and stick to it.
  • Do it together: singing alone is no fun. Optimization alone just doesn’t work, and that kills all the fun.
  • Numbers matter: in the song, someone has to keep track of what number you’re on, just like conversion. Someone has to watch the numbers.
  • 99 (+) items: lots of beer to keep track of, lots of conversion items to keep track of, but if you keep whittling away at the list one by one, it will steer you towards your goal.

He missed one, though: everything is better with beer! Make sure you stop to celebrate your accomplishments. It doesn’t have to be with beer, but when you stop to look back and appreciate what you’ve done, your team has renewed energy and excitement to move forward. Since the process never ends, you need that periodic reminder that what you’re doing makes a difference.


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