The Tricky Business of Conversion Optimization

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Those of us who run web businesses know well that conversion optimization is tricky business. It is both art and science.

You need to get design elements right. You need to get messaging right. You need to get the site's navigation flow right. You need to establish brand credibility. You need to be able to do multivariate testing to see what works, what doesn't. You need to understand the psychology of your buyers to address objections. Blah, blah, blah.

Indeed, there's a plethora of issues to understand, experiment with, and optimize.

And that is where I plan to spend the bulk of 2016 - in learning more about optimization.

I recently spoke with Andrew Filev, CEO of Wrike, who discussed at length how his company experiments and optimizes everything. Andrew says that he is an engineer, therefore, he has built a data-driven organization, and fine-tuned processes like A/B testing rigorously.

It paid off. The company currently has over 10,000 customers, and has raised two rounds of financing totaling $25 million. An interesting side note: they had 3,000 customers before raising Series A. Prior to Series A, they only raised a $1M convertible debt round as Seed.

I too am an engineer. I love data. I love metrics. I love logic.

And I am looking forward to playing with a bunch of new technologies this year!

Photo credit: MissMessie/Flickr.com.