Curious Leadership with Dominic Monkhouse E66 | It All Began With Coining the Phrase ‘Conversion Rate Optimisation’
What’s your biggest claim to fame? Is it that you coined one of the most prolific phrases in modern web lexicon? Because that’s what it is for this week’s guests on The Melting Pot.
Dr Karl Blanks and Ben Jesson, co-founders of Conversion Rate Experts are credited with coining the phrase ‘Conversion Rate Optimisation’ (CRO) back in 2007, to encapsulate the methodology their agency used with websites.
Today, they’re still in the business of making websites convert, but they’ve also written a book ‘Making Websites Win’ and they run one of the leading agencies for CRO, counting among their clients behemoths such as Apple, Google and Facebook.
“I think markets mature to a point where successful web businesses understand that in order to be a successful web business, you have to put your customers and your visitors at the heart of what you're doing. That's where conversion rate optimization comes in.”
The clients that Karl and Ben typically work with are businesses generating more than £1m in revenue online annually, but that doesn’t mean that their methodology or their advice can’t help small businesses. Far from it.
Because all websites can benefit from improvements in CRO. Which is why Dom talks to them about tips and tricks they’ve learned along the way, the importance of UX, understanding customers’ needs as well as why they not only wrote their book but then turned it into a free 10 episode podcast.
These guys really are two fantastic guests and their interview is incredibly insightful. Hopefully, you’ll find it useful and just as enjoyable as we did.
P.s. the guys have kindly offered a free digital copy of their book, Making Websites Win, available to all The Melting Pot listeners. To claim your copy, simply click on the URL in the links section.
On today’s podcast:
- Why you need to be scientific about your website to optimise it
- What AB testing is
- The CRE approach with all their clients’ websites
- The most common problems that websites have
- Why you should compare your best salesperson to your homepage
- The importance of understanding your customers’ needs
- Their love of content marketing
- You need to do CRO to survive, not just thrive
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