Convert Every Click: Make More Money Online with Holistic Conversion Rate Optimization

Preface

Think about all the clicks on your web pages, on your e-mail, on your banner ads, on your social media posts, on all your online marketing. Now imagine each one of those clicks converted into cash in your pocket. Sounds pretty cool, doesn’t it? It might also sound like an impossible dream, or some hyped-up sales pitch. But it’s not; “converting every click” is what companies that do business online can strive for. Can you truly convert every single click into cash? Let’s think about it for a moment. If we give each person who comes in contact with your company exactly what they want, exactly how they want it, exactly when they want it—then, theoretically, they should buy. In other words, if we give each person an individualized experience that’s customized to their wants, needs, and preferences, then theoretically they should always choose to buy from you. This might sound like a practical impossibility; but in theory, the idea is sound. When you combine the data gathering and testing technology that currently exists with a strong knowledge of psychology and human behavior, you can move closer and closer to customizing experiences for the individual. That brings you closer and closer to the goal of converting every click.

But is this really possible? Let’s look at how far we’ve come in a relatively short time. First there was the Internet. And it was good. Smart businesses put up websites, mostly ugly ones, but any website was good enough. These were the early days of Web ...