I’ve been trying to explain my job to the people in my life, and to clients who know they need conversion optimization, but don’t quite have a grasp of what it really means. Metaphors and similes are a great way to introduce someone to a topic they are unfamiliar with – by comparing it to something they are familiar with.

For example, my love for you is a chipotle burrito – fulfilling, spicy, and I miss you when we’re far apart. (The boyfriend was not a huge fan of that one).

I was wracking my brain, trying to think of an effective comparison to explain what it is I do, and I found the perfect one. A relationship (romantic or otherwise) and CRO (Conversion Rate Optimization). In order to increase conversions, you must really understand, interact with, and truly develop a relationship with your customers. While trying to explain that, I realized how much my relationship has taught me about Conversion Optimization and overcoming obstacles on the job.

So here are the top 7 tips for conversion optimization you can learn from relationships:

1) What works for others may not work for you.

Everyone likes to ask friends and family for relationship advice. And sometimes you hear pieces of advice that sound so great, yet they don’t seem to work in your relationship. What works for one couple, just may not for another – there are many factors that influence this dynamic.

The same goes for conversion optimization. Looking to your competitors for advice is a good thing. Doing a competitors’ analysis can be really helpful for understanding the market better, your users better, and understanding yourself better as well. But while you could look at their strategies and tactics, these may not work the same for you. It is important to develop your own strategy with your own tactics that fit your product, your users, and your vision. Test different designs, understand your audience and make sure that your overall strategy fits with the designs you create.

The Take-away: Competitors’ Analyses are crucial to understanding the market, realizing the similarities and differences, and seeing what strategies and tactics others are using (or not using). With that information, create a site that works for your customers’ emotional triggers.

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Create a site that works for your customers’ emotional triggers
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2) You have to really know your customer/partner.

In order to succeed in a healthy relationship, it is important to understand your partner. Before you move forward with them, you need to ask questions, get to know them- their likes and dislikes, their interests and habits, their hang outs and favorite tv shows.

 

Understanding your target audience is the key to success in Conversion Optimization. Sometimes we are able to survey our users and actually ask them directly how they feel, which is ideal. Surveys, polls, and even pop ups are a great way to communicate with your users to see how they feel about your product/service and why they decided to use it, or not. This is key to understanding how people view you. In addition to surveys and polls, we can use other tools to learn about our user, like Google Analytics (what pages are viewed, what events take place, what buttons are clicked), Heatmaps (where people move their mouse, what do they click) and recordings. Another great way to gain an understanding of your users is to read reviews! Using this information, we can build marketing personas for our target audience, and then develop a strategy on how to increase conversions.

 The Takeaway: Use surveys and polls, analytics programs (e.g. google analytics or kissmetrics), heatmaps (e.g. hotjar or crazyegg), and reviews to understand your users and learn the most effective ways to emotionally target them, and through that, convert them.

3) Communication is the key to success.

Once you get to know your partner, and really understand them, you now can communicate with them better. You know what things will upset them and what will make them happy, and you should communicate with them appropriately. You need to communicate with your partner about your emotions, and theirs as well, in the most effective way.

With CRO, communication is even more difficult! You are trying to reach your target audience, and they may have a lot in common, but they also have a lot of personal history, emotional triggers, and who knows what emotional reactions to different words! You have to consider your strategy, structure, images, and copy and what emotions they may trigger in your audience to make sure you are affecting them the way you want.

The Takeaway: After you’ve gotten to know your users, with the tools mentioned in #2, you need to really think about what and how to communicate with them.

4) Be Clear About What You Want.

In our busy day and age, between work, relationships, family, life goals, and friends sometimes we are so overloaded with information that we don’t catch the hints from our partners, and our partners miss the hints we send. No one is a mind-reader.  So instead of getting all upset that they aren’t listening or don’t understand, you have to just be clear about what you want.

In Conversion Optimization, the same rule applies. But in CRO, it’s even more important to be clear because we are exposed to much more content and so many things are happening all at once.  You just have to tell your users what to do. We have run tests upon tests and have found that when we make a large, stand out Call To Action, with an image that directs the attention to that call to action, and large arrows, you get a higher conversion rate.

Of course, your design has to match your strategy. But at the end of the day, with your emotional triggers, your images, your CTA (Call To Action), and your copy, you should always show your users what you want them to do.

The Takeaway: Remove any unnecessary messaging and make it easy for the user to understand what they should do next.  Essentially, all parts of your landing page should work towards getting your customer to take one action.

 

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All parts of your landing page should work towards getting your customer to take one action
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5) Looks aren’t everything.

When you just start a relationship, appearance is important. You have to be attracted to that person . But in the long run, it’s who they are inside that really keeps you going.

While  appearance is very important in CRO, it’s more about the strategy and tactics behind it. You have to have that powerful image that will move your target audience to do what you want them to do, but your content, your testimonials, your colors, and your trust icons (emotional triggers) are what will help your target audience take that next step and convert. We have learned from experience that the designs that may not be as aesthetic as we had originally planned -with neon colors and flashing lights – get the best conversions.

The Takeaway: Don’t limit yourself to only things that work with your set design. Be willing to step beyond what you think is aesthetic, and base your decisions on strategy and tactics – work towards what converts.

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Step beyond what you think is aesthetic and work towards what converts.
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6) Learn from your mistakes.

In a relationship, things don’t always go as you thought they would. Sometimes you plan a surprise picnic in the forest and you have everything set, only to find out they have a fever, or are allergic to the food you brought, or it’s raining!

These are all learning opportunities! Like how your partner acts in these situations, what they are allergic to, and that you should check the weather next time.

 

Unexpected things happen, in Conversion optimization as well. The results don’t go the way you thought, or your users surprised you, or the traffic suddenly dropped and with them, the conversions. Things happen! What do you do? You learn everything you can, you implement changes and you test again!

The Takeaway: Just because a test didn’t go as you expected doesn’t mean you failed. It means you should find the reason, reassess, and try a different strategy or tactic.

7)  It’s a continuous process. You have to keep working on it.

If you want a relationship to make it past that honeymoon stage, you know it’s constant work. You have to work through fights, and you have to constantly improve it. You have to continue to put in the effort – bring gifts, plan surprises, cook nice dinners, go on date nights, go on some romantic trips…You can’t just invest in flowers on the first date and hope that keeps you going for the next 10 years.

 

Conversion optimization is never-ending, constant work as well. You can work on this great CTA, and see an improvement and then create an awesome landing page that brings an even bigger increase. But you can’t just stop there. You should continuously test to see if you can improve further. Maybe you can get an even greater e-commerce rate increase with a certain design you haven’t found yet! Maybe you can decrease the load time even more, and add quality content that will increase your conversion rates by another 10%. Also, things that have worked before may, at one point, stop working. Every improvement is good, and continuous testing is key to optimizing your page.

The Takeaway: There is always room to improve, so keep testing. But don’t just change things by following your gut. Test test test! Optimization is a continuous, never ending process.

 

Overall, the intricate dynamics of relationships and their rules have a lot of applicability to conversion optimization. Looking back, here’s all the things we learned:

1. Research your competitors and get to know your market, but create your own strategy and tactics.

2. Know your target audience. Contact your users to gain a better understanding of them

3. Communicate! Think about the message you want to send your target audience and how you want to send it.

4. Be Clear- You have to communicate clearly what you want the user to do.

5. Focus on data and what works

6. Learn from everything – whether a test goes well or not, there is always a lesson to learn and something to improve in the next test.

7. Continue optimizing and working on improvement.

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Optimization is a continuous, never ending process.
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So that is why Conversion Optimization is like being in a relationship.

What’s your perfect metaphor for CRO?

 

I started skydiving about five years ago, everyone thought I was crazy. It started out as a one time thing, “just an experience” is what I told everyone. But the moment I stepped out of that plane, I knew it was over. This is who I’m going to be – a skydiver.

Skydiving is all about challenging yourself, pushing new boundaries and taking the plunge. And yes, that is exactly how conversion optimization works.

It is skydiving (among other things) that taught me how to be a better optimizer. 5 years later I think it’s time to sit down and discuss how skydiving made me better at CRO and how you can utilize these CRO hacks to your advantage.

Gearing Up

Like anything in life skydiving has a beginning a middle and end. Each part has its own complexity and sets the tone for the next one.

With just over 600 jumps I get asked quite a lot if I still get scared before jumping out of the plane. My answer is always the same: Of course I get scared… I’m jumping out of a plane!

The thing about skydiving is that if you’re not worried, you’re doing something wrong. Either you’re not challenging yourself enough or you don’t understand the complexity of what you’re doing.

Before taking the plunge it’s exciting and worrying all at once. You constantly ask yourself if it’ll work and what will happen? This is exactly how it happens with CRO. And to answer all these questions you have to carefully prepare:

1. Assembling a team – the first part of a good jump is creating your team and allocating tasks. Each person on the team has a vital part in helping the jump succeed. It’s crucial for everyone to be on the same page. In conversion optimization, getting your team on board is crucial for your success. Though you can do it yourself, having a team that’s dedicated to the test in hand is helpful. Our recent article on how to get your team on board with CRO can give you a few good tips for rallying everyone and getting the job done. The key, is connecting everyone under the same goal, and showing people how CRO can not only increase ROI for the company but also optimize everyone’s daily workflow. Conversion optimization is all about learning and optimizing not just the current KPI but entire workflows. We’ll get to this in more detail later.

2. Defining a goal – Every jump has its goal. As a skydiver you want to optimize your personal progress and your team’s. You can only have one main goal per jump. Focusing on more than one main goal is distracting and makes analyzing the jump later more difficult. In CRO, much like skydiving defining one main goal is key for success. Once you have one goal (e.g – signups or more purchases), your entire team’s efforts can focus on it. This ensures that all test materials are dedicated to this goal only. Trying to reach more than one goal  may confuse your team. It could make it hard to analyze the results and understand them. Goals can change from test to test, but make sure you choose one goal and one goal only and strive for that. Align your team, so everyone knows what you’re aiming for. This way you will be able to evaluate your performance as a team better.

3. Research and planning – Once you’ve set the goal, it’s time to dive into some research and start planning the jump. On one hand I could just get on the plane, plan the jump on the way up and just see how it turns out. This is quite common in skydiving and even more common when it comes to conversion optimization tests. Many optimizers neglect the first part of research and preparations. They jump straight to testing. For me, planning is the most important part of the jump. Careful planning and research will result in a successful jump. I may not reach my goal completely within the jump but I will be able to know what went wrong, what I need to optimize and what to do different next time. In CRO, careful research will show you the pain points of your funnel and tell you exactly where to start testing. Start by understanding your current metrics, track what matters and choose a starting point. Once you’ve chosen a point in the funnel to optimize, don’t guess or test for the sake of testing – build a strategy, and follow it. So, I could just make the jump without planning and enjoy the ride. But as a professional skydiver and optimizer I want to progress. I want to prepare and be able to optimize my performance with each jump (or test) I take.

4. The checklist – Before boarding the plane I always have a checklist. It gives me a moment to go over my plan and gear and make sure I haven’t neglected anything. My checklist consists of going ever my carefully planned jump, making sure the entire team is focused and checking my gear. My CRO checklist is pretty much the same:

• Realign my team under the same goal – make sure everyone is on the same page
• Check tracking and the testing platform (e.g: are the goals firing?)
• QA, QA, QA (on all browsers and devices, is your variation working correctly?)
• This pre launch checklist on Optimizely’s site is a great source of information.
• Also, checkout our landing page checklist to ensure you’ve addressed everything.

Taking the plunge

The best part happens next: The jump. Blood rushes to your brain and you get an adrenaline rush. This the part where you stay focused. Once you’ve launched a test, you have to give it time to run its full course. Watch it closely, give it time and do not stop the test until it’s reached statistical significance.. Most marketers are quick on the trigger. The smallest sign of the test being unsuccessful and they stop the test. Win or lose, a test is a learning process and you have to let it run. As a skydiver the worst thing to do is quit a jump in the middle.Stopping means losing all chances of learning from the process and benefiting from it.

Pic by: Inbal Harosh

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Win or lose, a test is a learning process and you have to let it run
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The Aftermath

The Aftermath is just as important as the planning stage. One thing I noticed about myself is that immediately after the jump I’d start criticizing myself and driving conclusions from it before I’ve even looked at the video. By the time I’ve picked up the chute from the ground and started walking back to the hanger I’ve already decided I’d failed and it was a waste of time.

Enter – Hannah Betts, one of my favorite coaches and a truly amazing hard core women (who also happens to act as a stunt double on Marvel’s Agents of Shield!). If Hannah taught me just one thing – it would be not to rush to conclusions, watch the video, take a deep breath and mention all the good stuff that you’ve learned. This is actually great advice for life in general but let’s focus on testing. Analyze the test, take it all in and look at the numbers. Evaluate the results according to your goal, the process you went through and strategy. Good testing helps you learn more about your customers, and grows your business. Whether it fails or succeeds, the most important part of the test is learning from it and being able to apply these findings within your business. If you built your test wisely and understand the results you can improve not just KPIs and ROI but your entire sales process, your customer service and of course your product.

Main takeaways:

• Plan ahead – build a strategy that resonates with your goal and more importantly allows you to learn from your tests.

• Don’t be afraid to try new things – testing elements on a landing page is nice, but if you really want to learn – dare and push new boundaries.

• Listen to people who have experience – take in everything and don’t be embarrassed to ask.

• Learn from every experience (the successful and the failed ones) – Have I said this enough?

• Enjoy! – to be a true optimizer you need to have fun and enjoy the process. True optimizers looks for ways to optimize everything in life.

Skydiving has taught me a lot about optimization, patience and testing. As the quote at the entrance to our office says:

“Never stop testing and you will never stop improving.” D. Ogilvy

Thanks for taking the time to read about mt experience as a skydiver. Let me know if you have any questions in the comments below.