Readability Level: 8th Grade | Read Time: 1 minutes, 54 seconds
Paragraphs: 19 | Sentences: 49 | Words: 476
Lao Tzu famously said, “the journey of a thousand miles begins with one step“.
Think about Tzu’s quote for a second.
His quote resonates with me because my job is to solve online business and marketing problems. And I know from experience, the first step in solving a complex problem is absolutely critical.
When it comes to problem solving, the first step is the difference between solving it efficiency or inefficiency.
It’s the difference between placing a temporary bandaid on the problem, or solving it once and for all.
It’s the difference between wasting a lot of money or making a lot of money.
The first step is the difference between problem solving success or failure.
And the first step to converting website visitors into leads and customers is no different … it’s absolutely critical to success.
Here’s something I learned from Toyota about problem solving.
Genchi Genbutsu (現地現物) is the key principle of the Toyota Production System. It means to “go and see”. Toyota believes the way to solve a problem is to “go and see” the problem at the Genba (現場), “the real place”.
Think about Genchi Genbutsu as it relates to your website’s problem with converting visitors into customers.
Now ask yourself, “how do I go to the real place to see what is causing this problem?“
To solve this problem, you must visualize your website through the eyes of your website visitors.
Of course, that’s easier said than done.
But don’t fret, there is a methodology for this process. And it’s called conversion rate optimization.
Your obvious next question is … what’s conversion rate optimization?
Here’s my definition of Conversion Rate Optimization … and the who, what and why of it.
Conversion rate optimization is interesting. It’s a digital marketing framework called the CRE Methodology™. It’s the scientific process of converting website traffic into leads and customers. For real. It’s a scientific process. Dr. Karl Blanks, a former Cambridge Scientist, and his team invented the methodology.
This is who they are. People who provide Conversion Rate Optimization services are Consultants. They are consultants first, service providers second. Conversion Rate Optimization Consultants are the ninja black belts of digital marketing professionals. They’re a unique fusion of right-brain and left-brain … balanced mix of creative, technical and analytical … and they have high business, marketing and sales acumens.
Here’s what they do. Conversion Rate Optimization Consultants are practitioners of direct response copywriting, user experience & interface (UX/UI) design, A/B split testing, qualitative/quantitative analytics and sales/marketing techniques. Conversion rate optimization is their process of converting website traffic into leads and customers.
Let’s take the first step of conversion rate optimization …
The first step is the most important step of any process. After all, it’s called the first step for a reason. If you take the first step correctly, it may lead to success. If you misstep the first step, it may lead to failure. The first step of the conversion rate optimization methodology is no different. Step one is a best practice for success.
The First Step is Pull Marketing & Research
Pull marketing is quantitative and qualitative research. You must learn how to sell your products and services based on the needs and wants of your website consumers. Next, you’ll have to come up with your strategy, define your long-term goals, and decide how you’ll measure success. I know … easier to write it, then to do it.
But I can help you with it.
Hi, I’m Anthony. I’m a Conversion Rate Optimization Consultant. I have a computer science degree, marketing certifications, and over 15 years experience.
In 2007, I discovered conversion rate optimization while working for a call center that had hundreds of telephone associates. I remember my boss saying to me … if our website doesn’t produce 1,000 leads this month, then people are getting laid off.
After learning and implementing conversion rate optimization on our call center’s website, we began to generate almost a hundred leads per day.