Small increases in your conversion rate result in big savings on marketing because the cost of acquiring each customer goes down.

those that sell online services have a clear advantage: Prospects can sample the service right there on the site before they buy.

Too many businesses fail to continue to communicate with their “leads.” Marketing doesn’t want to “spam” them with email and junk mail, so they stop the conversation altogether.

This is the scientific method. Evaluate existing information Develop a hypothesis Test your hypothesis using an experiment Measure your results Take action on the new information.

shortening the time between a visitor’s arrival and her discovery of a product she wants is a key to driving conversions and sales.

“We need a better website,” is the statement that often gets things started. This is the wrong way to start, as it typically leads to a complete redesign with little regard for what is working and what is not.

Conversion is about providing the right information in the right format at the right time. An irrelevant page will never convert, no matter how much you optimize it.

It is not simply called a “guess,” because the word “hypothesis” implies a “tentative insight,” and “a concept that is not yet verified.” In other words, a guess is a shot in the dark. A hypothesis, on the other hand, can be tested to see if it is true.

SMS messages in general must be time-sensitive and relevant. For example, SMS is a place for online services to deliver notifications