Here’s something not many people talk about: no one at your organization really wants optimization to succeed – at least not in way that is most powerful and revenue impacting.
Let that sink in.
Developing organizational trust in your process and results is the most critical piece in the optimization process.
Imagine you’ve been working on optimizing a site for a while now, say 3, 6 or even 12 months.
You’ve had solid winners each month, and you’re confident in the test results. These are not imaginary lifts. But now your conversion rate looks the same as when you started. How do you explain this to the boss/client?