6 – Website Optimization

Written by Alex Harris

conversion rate optimization mastermind podcast


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Alex

Hey everybody, we’re sitting and chatting here with Bill from the conversion rate optimization mastermind. Bill how you doing today?

Bill

Good. How are you doing, Alex?

Alex HarrisAlex

Good! We’re talking before we got on about people maybe thinking about getting into conversion. Maybe you’re still in school or you work in a marketing company. You wanna start specializing in conversion rate optimization or analytics. I think we worthwhile talk about how we got into it. Bill how did you get started on website optimization?

Bill

Well actually, I knew I wanted to be in online marketing so when I was in school, I got into business and I was doing my MBA obviously masters in business. But I was looking at different methods of marketing, in online marketing so I started out in email marketing. And I was more in the nuts and balls as far as the technical ended. It really wasn’t kind of exciting to me, honestly speaking. But while I was in the building there, the position opened up upstairs as well called back in the business side of things. We’re more on marketing was actually going on. We have this webpage optimization they call it or something. So at first I thought it was a technical position, I was kind of turned off. Like no, I don’t wanna try it out to optimize page a lot of times. No, no, it’s not like that at all. And they started explaining. Oh it’s a AB, and I was like, Oh, cool! Because I have taken a course in my MBA study around direct marketing. So just, we’re supposed to call direct marketing pieces and not junk now. It found the professor for 20 plus years on the profession so it’s really was the center of the same thing. And I was very interested and the test results we have is as far as I would send out is this treat converts that one. So that early, that’s part of the whole thing for me. It was in a lot of ways just accidental.

Alex

So in school, did you take any marketing classes or did your do anything like that with your MBA?

Bill SollerBill

Oh sure. We did the usual marketing class since we had it coming the marketing plan for business and all that kinds of stuff. It’s just that direct mail marketing piece was most translatable like as to the position as it was described to me and it was something I always find interesting to those coming. You know, How I get into the mail house. So all those kinds of things so we just learned online marketing as a whole which I don’t really know that meant in my entire. There’s a textbook version of what to expect in this real world of you being searching little sectors in a corporation.

Alex

When did you first look at website. Was it actually on the job for one of those programs?

Bill

So it stimulated enough to start at the same time. Well you’re gonna be the conversion optimization analyst that said okay because they knew from all the work I have done and the email marketing, the department that I taken a part in their data and just look at certain things. Was their an open rigs and this kind of stuffs. They just figure out how to give MBA background but I knew how to analyze things because first things you get a business school. They want you to break a business by the numbers to start looking out for percentages and basically tear apart and see where you can make improvements. So not far off really, right? From conversion rate optimization. You know where and who else is leaking our work and where we can be sure of our percentages here and there for the better. So right away, it was okay you’re going to be the analyst which kind of eventually turn into the manager into the whole very quickly. So it was basically by far sure you go. Here’s the analyst I didn’t know. I’ve never used it before. I knew my way around excel and I just kind of thrown into it.

Alex

You’ve worked in few different places doing website optimization now. Free credit report, lower my bills and now be spoty. Throughout those phases of the web because you were at like each one about 4-5 each?

Bill

No. Let’s see, free credit report. That was about a year. Lower my bills, I guess it was almost 4 years and that’s really where I got down to the nitty gritty of website optimization as far as they are at really learning and knowing it and also the analytic piece coz’ they really got down to the nitty gritty of every tiny little metric can every movement they can possibly track on the page and your good friend Ryan Eisenberg set up their program over there so they were very much deep in a lot of plans, idealogy which was just great. So as far as really learning analytics and side note, web optimization, that’s really where I think I grew the most.

Alex

If you’re to be starting over, you know everything you know now but you’re starting over back in school. Would there be a different approach that to get more out of schooling to become a better commercial optimizer in general. Would you have learned stats more versus Algebra?

Bill

You know what, that’s actually an excellent point. There’s some courses that I took that I didn’t realize later on I would be very glad that I took. So any courses around business and intelligence and that whole process was really about viable to me and became I was back to the VI team and understand the whole process where things might have been breaking down and understand there’s another course that I took. It was database architecture so just understanding how you’re organizing data because once you really know that, you can take any pretty much in your data stat and start to manipulate it and understand how to get the answers out of what you want. The stats are right on the mind. I still wish I had taken stats probably some more advanced stats and maybe a little extra help because it’s something that I still, I’m slowly learning more and more coz’ there’s so much in there that I think that we optimizers can really benefit from different methodologist and I still struggle with it and I talk to people who are way smarter to me to try to get there but that’s right on.

Alex

I always ask you all these questions because I didn’t go to business school, I didn’t take any marketing classes. I’ve never took any stats. I’ve learned everything basically on the fly and now it’s made me think differently than more of an analyst or a excel formula type of strategy. I’m looking everything for more visual perspective coz’ in College I took, my degree in studio art. My heart in these classes were art history.

Bill

You know that’s kind of a sad thing too for people go to designs. They study beautiful designs and then they come out and say make this ugly page because it can – I feel bad for those people. To be honest with you, I personally believe I had known a little bit more about Photoshop and those things well because even though my analytics came from more of a creative background myself before I decided to go back to school in music so I always had this different ideas to be able to do and show you this concept that I have in my head. I’m still just starting to learn that stuff now so I think anyone who has kind of that, kind of creative benefits is probably great tools to start to know. As far as business school and all that stuff, I still wonder how much they really help. I think to a lot of it just jumping in and getting your hands dirty and learning stuff. I think I’ve learned 10,000 times more about excel just by getting stuck in something and try to figure out by going to YouTube, going to different forms and stuff like that so I think being in it and learning on the jobs so to speak is really the best way to go.

Alex

Yeah, just like optimizations so a lot of it come down to trial and error and experience. Learn and if it works, what doesn’t continue to go forward. But if you are just getting into optimization or you want to reach out to us, you can learn more about our mastermind group by visiting cromastermind.com. Thanks a lot, Bill!

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