Perpetual Optimization Process
Jun 13, 2018I have used the perpetual optimization process to help companies more than double their conversion rates. It takes time and effort, but with a good process, it can be done.
Below, I have outlined the basic principles of the process. Each week, I’ll be posting more articles detailing the process and providing specific tactics that you can follow to develop a winning optimization program.
If you would like to work with me and learn more about the process, email me at training463721@modus11234573.com.
What is a Perpetual Optimization Process?
Perpetual is defined as “occurring repeatedly; so frequent as to seem endless and uninterrupted.” Perpetual conversion optimization is consistent, uninterrupted testing and improvement of your site and conversion funnels.
The one thing that will destroy your conversion optimization efforts faster than anything else is lack of process.
On the flip side, a perpetual optimization process will improve your success rate and almost guarantee you find the wins.
A good process will help you to get the most out of your CRO program and the investment you’ve made in it. It can be hard to find actual wins, but with a good process, you increase your chances of repeated success and creating greater lift over time.
Most theories and tests aren’t winners and usually end in a tie. To generate wins, you need a process to help you move through theories and tests effectively and efficiently.
Below are the basic principles of the Perpetual Optimization Process.
1. Continuous
To run a successful program, it needs to be continuous. In other words, you should alway be testing. Alway Be Testing. Sporadic efforts decrease your odds and increase the time it takes to find a win. Continuity and consistency are key to winning.
You need to plan ahead so that when one test is about to end, you already have another queued up and ready to go. And another almost completed waiting on deck.
2. Cycle
To be continuously test, you need to follow the optimization cycle. This cycle is what keeps things running and keeps your queue full of high potential tests.
It is important that you keep a flow of theories(good, bad and otherwise) moving into the cycle. By generating many many theories and then prioritizing them, you ensure that the highest potential theories move through the rest of the cycle and into testing.
While each of these steps in the cycle is important, not all of them will take up an equal amount of time and effort. Make sure you always have a test in each of the more time consuming phases of the cycle such as design, development and actual testing. Design and development can often take a week or more and not having something progress through one of those phases may set you back and slow down your process.
Here are the basic steps of the optimization cycle.
- Generate theories
- Prioritize your theories
- Outline the test
- Design
- Development
- Setup
- Run the test
- Analyze
- Learn
- Report
- Repeat
3. Maximize Traffic
Once you have your process running smoothly, the single biggest limiting factor you will face is traffic volume. The more traffic that you have, the more quickly you can run a test and reach significance and the more tests you can run at a time.
Traffic volume is a precious resource to a conversion optimization program. Make sure to take advantage of your traffic and not waste any of it. Keep track of the highest traffic pages and funnels on your site and continuously run a test on each of these areas.
4. Momentum
Your testing process should gain momentum over time. The more you test, the better you will get at it and the better process and theories you will develop. As you find and report the wins, others within your organization will get excited about the work you are doing. They will be more supportive and look forward to seeing your updates and the revenue that you generate for the company.
Another part of momentum is learning. You learn from each test you run and each idea you have. The previous test you ran may lead to more theories and future tests. Share those learning with those on your team and within your organization.
Following the Perpetual Optimization Process will help you develop a winning conversion optimization program for your organization and will increase your chances success. If you change one thing about your corporate conversion optimization program, start by improving your process. If you would like to learn more about the process, email me at training463721@modus11234573.com.