When working to optimize your website, it is easy to give in to impatience and an eagerness to find a winning change. This presentation offers nine "mantras" that we use at Conversion Sciences that keeps us on the straight and narrow. These should be <a>on your wall</a>.

1. The Nine Mantras of The
Conversion Scientist™
Brian Massey
The Conversion Scientist™
www.conversionsciences.com

2. Conversion Sciences
Mantra #1

3. “Our Opinion does not matter.”
We’re really pretty good at picking
changes that will increase conversion rates,
but we are surprised too often
to claim our opinion matters.
Don’t count on your gut. We do this all day
and we don’t.

4. Conversion Sciences
Mantra #2

5. “Don’t think. Know.”
This is our motto, combining the principles of
the Scientific Method with time-tested marketing techniques.
This attitude offers a reliable, repeatable way to
“find the hidden money” on your site.
• You will be making decisions based on data and
reinforced by rigorous testing.
• Measure the changes to your site and
that you don’t make changes blindly.
• When you apply what you learn from us to other marketing efforts,
they are more likely to succeed.
• This is the core believe of our Conversion Catalyst ™ Process.

6. Conversion Sciences
Mantra #3

7. “Every change is an experiment.”
Even if you aren’t split testing, you can learn
something from every change
you make to your website.
Take the time to look at your results.
Have the discipline to change things slowly.
Test whenever you can.

8. Conversion Sciences
Mantra #4

9. “The best judge of our success is the
accountants.”
Visitors vote with their dollars.
The person to impress really is the
person that adds up the sales every month.

10. Conversion Sciences
Mantra #5

11. “Every click is a promise that we must
keep.”
The first job of a landing page is to
keep the promise made by a link
on your site, in an email or in an ad.
Your home page has a hard time
keeping promises.
If you make a promise, send the visitor
to a page that can deliver on
that promise.

12. Conversion Sciences
Mantra #6

13. “Conversion is about more than
buttons, forms, and shopping carts.”
Conversion is about understanding “Why.”
Why do visitors behave the way they do?
Why are visitors leaving a page?
Why are visitors abandoning our shopping cart?
Why does one headline work better than another?
Why did the ugly page perform better than the pretty one?

14. Conversion Sciences
Mantra #7

15. “You don’t have to be humble to optimize, but
you can’t optimize without being humbled.”
No matter how well you know your customers,
visitors to your website will behave in ways
you never predicted.
You will be humbled by what you learn when optimizing
your website. If you can get past that, you will also
be more successful.

16. Conversion Sciences
Mantra #8

17. “The visitors will tell us exactly what to do.”
There are so many ways to watch
how your visitors are using your site,
there is little reason to guess.
Analytics
Click tracking
Visit recording
Split testing

18. Conversion Sciences
Mantra #9

19. “Market research is a collection of
hypotheses, not answers.”
Don’t take the results of your
surveys, marketing studies, live chat logs, reviews, suggestions, and
anecdotal stories
as answers to your burning questions.
Your visitors are notorious liars when asked
what they like and why the do what they do.

20. We’d like to humbly
offer to optimize your
website.
Let us make your
accountant smile.
You can get a free
strategy session with a
Conversion Scientist.