Website Optimization: An Hour a Day

Foreword

When my brother Jeffrey and I first began evangelizing for conversion optimization in the late 1990s, most companies had dreams of the “new economy” and accompanying fantasies of “eyeballs” being the most important metric; we naively saw this as a C-suite responsibility. Today, most organizations have many people responsible for driving traffic but virtually no one responsible for converting that traffic into revenue. In the offline world’s equivalent, there is an executive responsible for sales (conversions) and an executive responsible for marketing, but online marketers have no counterpart.

E-commerce managers may be responsible for revenue, merchandisers for the product selection and presentation, user experience and development ...