You’re being recorded. Right now, as you read this page. Some computer, somewhere in the world, is recording the page that sent you here, how long you spend on this page, how many pages you browse within this blogsite, any links you might click on and dozens of other factors.


Privacy Laws a Hermit Would be Proud of

But don’t worry. Privacy laws will absolutely hammer any business that uniquely identifies you. The penalties for breach of privacy are not quite equivalent to public beheading, but they’re not far off. So relax, it’s in no one’s interest to spy on you.


But it is in everyone’s interests (yours too), too give you what you want. And that’s the point of conversion rate optimisation. You see businesses want to sell you the products you want to buy. They don’t want to waste time (and money) ‘convincing’ you to buy something you’ll later regret. This called ‘Buyer’s Remorse’: where the purchaser of a product almost immediately regrets their purchase. Unfortunately, Buyer’s Remorse gets not only attached to the product, but also to the business that sold it. This obliterates any chances of your making a repeat purchase. And there is significantly more to be gained, for a business, from repeat customers than there is from one-off customers who have a bad experience and then tell everyone about it on social networking sites.


This, so my friends at Userlicious told me, is at the heart of conversion rate optimisation: Everyone getting what they want. Everyone – including you. ddov_he_160412_01


So the data being collected from your browsing this page is not only protected by privacy laws a hermit would be proud of, they’re also protecting both the business and you from wasting each others’ time.



Conversion Rate Optimisation: Two Schools

You see, there are two schools of thought when it comes to businesses attempting to increase the conversion rate of their clients (the conversion rate is the rate of converting a website browser – you – into a website customer).


The first school relies on testing. They throw a lot of lines in the stream and see which one gets the most bites. Then they put in more lines close to that one.


The second school relies on data. They do stacks of research and form hypotheses as to what your purchasing habits might be. Then they ‘optimise’ your user experience of the website to increase your chances of conversion.


Neither approach is diabolical. They’re both trying to give you what you want with as little intrusion as possible.


Userlicious are second school. They’ve got algorithms and data analysis tools to identify and quantify segments of the market. Once these segments have been identified, and their purchasing likelihood quantified, then they can suggest and implement changes to a business website to optimise the conversion rates of the website users.


There’s nothing nasty, nothing sneaky going on. In fact, quite the reverse. So relax, read on. Have a look around at some other stories.


About The Author