Optimization Top Down / Bottom Up by Bryan Eisenberg [video]

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In this presentation, Bryan Eisenberg speaks about optimizing website conversion rates. Bryan compares the conversion optimization journey to losing weight as both require a daily routine that start as a very difficult effort and gradually become an addiction to improving the website. The most important element is to have a clear reason for this journey: why are you putting all this effort, what do you want to achieve?

Bryan also shares insights on how this journey is made possible only by changing the organization culture in a way that enables testing and tweaking online customer experiences on a daily basis. Optimizationn should be viewed in the same way as Total Quality Management; as W. Edwards Deming wrote: "Costs go down and productivity goes up as improvement of quality is accomplished by better management of design, engineering, testing and by improvement of processes."

Bryan Eisenberg

Bryan Eisenberg is the co-author of the Wall Street Journal, Business Week, USA Today and New York Times bestselling books “Call to Action”, “Waiting For Your Cat to Bark?” and “Always Be Testing”. Bryan is a professional marketing speaker who has been the keynote speaker for corporate events and conferences such as Search Engine Strategies, Shop.org, Direct Marketing Association, MarketingSherpa, E-consultancy, Webcom, SEM Konferansen Norway and the Canadian Marketing Association. He is also the co-founder and Chairman Emeritus of the Web Analytics Association. Bryan serves as an advisory board member of Search Engine Strategies, the eMetrics Marketing Optimization Summit and several venture capital backed startup companies (ie. Bazaarvoice, iPerceptions, UserTesting.com, ClickEquations, etc.) and is on the board of trustees of the Direct Marketing Education Foundation.

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