Google's favored rocket scientist?
Google-approved Conversion Rate Experts use statistical analytics and gumshoe tactics to help sites boost online revenue
By L. Michael Cacace, Senior list editor
Blanks, left, and Jesson help websites convert online visitors into buyers. Photo: CRE
If you think it takes a rocket scientist to improve your corporate website, you would be correct.
Conversion Rate Experts, a London- and New York-based company founded by Ben Jesson, 30 years old, and Karl Blanks, a 37-year-old former rocket scientist (really!), guarantees to increase substantially the revenue generated by a company’s website. Google (GOOG) thought so much of their methods that the online ad giant named CRE one of the first authorized consultants for Google Website Optimizer, a testing tool that helps sites figure out how to improve sales.
How is it possible to “convert” more website viewers into buyers? Jesson says his company has developed techniques that systematically analyze the behavior of a website’s viewers. Basically, it is a combination of multivariate statistical analysis and good old-fashion detective work.
First, CRE determines the website’s current conversion rate. For example, if 95 out of 100 visitors to the website leave without buying anything, the current conversion rate is only 5%. CRE then examines and analyzes the data of those 95 visitors to understand why they did not take action.
Perhaps the visitor wanted to see how the product compares to a competitor. Or they may have had concerns about product quality or the shipping policy. CRE gathers this information, then uses it to create a different version of the website.
Finally, to verify that the new version of the website is truly outperforming the existing one, 50% of the website’s visitors are directed to the test site and 50% are directed to the current site. Software is used to keep score of which version of the site generates the most business.
Phone company success story
The process, dubbed “conversion rate optimization,” or CRO, was developed by Jesson and Blanks when they worked for a telecommunications company in 2005. After implementing almost every web marketing strategy, they found that CRO provided the best opportunity for improving the profitability of the telco’s website. Using CRO, they tripled the company’s web revenues over a 12-month period to $9.1 million.
They founded Conversion Rate Experts in 2006, with Jesson as CEO and Blanks as chairman. Their clients now include Sony, Vodafone, casino site 888, and BT (formerly British Telecom).
Jesson declined to disclose the company’s revenue, but says it has had strong demand for its services in 2009. As a result, CRE has hired five new consultants, doubling the size of its staff.
“The same scientific techniques that revolutionized the world of manufacturing are now revolutionizing the web,” says Jesson. “If anything, the current economic climate has accelerated the demand for such efficiency, as website owners demand a greater return on investment from their advertising spend.”
I'm a follower of these two guys. Some of their advice are incredible to increase conversion rate.
Lee Li from Robe Chinoise
It's great to see this approach to Internet marketing getting some mainstream attention.
What I like about Karl and Ben's work is that they've taken some very sophisticated (and highly effective) approaches to Internet marketing and made them comprehensible and affordable for everyone.
They've presented at the last three SystemSeminar.com events and have consistently been among our most popular speakers. Consistently great stuff.
I used CRE last year for a 360 degrees site evaluation and optimization. "The proof is in the pudding" as they say, and these guys delivered way over and above what I expected in service levels, support levels and ROI – thanks to Karl (and team) we enjoyed an increase in conversions and revenue this year (yes, even in this economy). I'm now back in touch with them again for some more optimization work for a new suite of services we're going to launch – and, I didn't even have to think twice about who to contact or who I wanted to perform the work.
I’ve read about these guys before on SEOBook.com – Aaron Wall did a detailed interview, which I found useful. Visit: http://www.seobook.com/aaron-interviews-ben-and-karl-conversion-rate-experts-cre.
For those of you interested in the type of software these guys use to carry out split tests visit http://www.google.com/websiteoptimizer.
I have personally used Karl and Ben and nothing but great things to say about them. I dont really want to give my company details away but I will that if you employ them you will not be disappointed ! Its knowing what to test and why to test it , and that is where their strength is ..
Conversion is where the How To Sell Online game is really at.
At the end of the day, that is all that matters. No point getting lots of visitors to your website if they don't convert.
Business owners need all the help they can get. I was explaining people everyday how I got such a high conversion rate. Now I just give them this How To Sell Online Course.
More companies should take note of what Conversion Rate Experts are doing and apply it to their marketing.
Improving your conversion rate should be your number 1 priority if you have an online business.
As Trevor Claiborne from Google says, "Testing allows you to opt out of the recession".
If you want to learn how to improve your own website's conversion rate and can't afford expensive consulting fees, stompernet is worth a look. They have conversion rate experts such as Andy Edmonds (ex-Microsoft) and Audrey Kerwood (founder of Marketing Sherpa) who show how to do it step by step. They also have their own multivariate testing tool which comes as part of your membership if you join.
It’s interesting to see a scientific approach to optimizing websites. Traditionally web design has been a creative process, making choices based on what looks best. I wonder how this will change the web design world?
Hi Jack, this is Karl from CRE. I reckon you’re mistaking us for another company. We’ve never worked with a Jack from San Francisco, we don’t do one-off consulting, we don’t charge $10,000, and we offer a 100% satisfaction money-back guarantee, so you’d have had your money back if you were unhappy.
To Anonymous (below): Sorry your call was dealt with so unprofessionally. For the US, we use a call answering service. We’ve asked them to provide records of this call.
They consulted me on one of my sales pages. For $10,000 they told me to offer a money back guarantee and add testimonials. The funny thing I already did both of these things. I don't even think they took a good look at my site. Waste of 10K.
If you read any of Ben or Karl's information or have seen them live, you'll see the recommend spending a lot of time getting to know and understand your market before optimizing your site. I've learned a lot from these guys. They are true experts at what they do and on the cutting edge.
From Vancouver Internet Marketing Consultant Adam Killam
Using analytics, visitor feedback, and online testing to improve results… truly revolutionary (10 years ago). Author missed the mark on this article, trite treatment of subject understates value that CRE can deliver.
Excellent story – in response to James L above, CRO is not new. It's been around for over 100 years! You've heard of Split Testing and the Taguchi method right?!
These guys are better at SEO than they are at customer service. I just tried calling your New York phone number. The person hung up on me when I paused to take my phone number. I called again and asked if she hung up on me, she said "yes". Then hung up abruptly after I gave her my phone number. They may be rocket scientists – but they sure are rude.
This is very interesting indeed. We've heard about SEM, SEO and now CRO? conversion rate optimization is really something new, and I hope the method they use to analyze the behavior of viewers are all legit and not going to the level of 'spying' on people. Current technology already allow this anyways..
google sniper
I would point out that there is no such thing as a Rocket Scientist. Engineers design Rockets, so it should be 'Rocket Engineer' and 'Rocket Engineering'. Even NASA acknowledges this.
Scientists are not Engineers and vice versa unless they have the necessary qualifications. Engineers should get credit for their achievements, if they are to draw young talent into the profession.
Fintan Lynch, Ph.D
http://www.Engology.com