Your Service Providers Should Help You With Your Conversion Rate

Online services are making things so easy for online marketers, but they’re also creating an enormous number of blind spots. These are the services that host our webinars, sell tickets to our events, let people buy our products, manage our appointments and almost everything else we do as online marketers.

Sometimes, these services behave as if they don’t want us to know the conversion rates of their services. They are unmeasurable, opaque to analytics.

I wrote an open letter to them at Search Engine Land.

 

Dear Service Provider:

 

I expect to be able to measure you. I expect to have transparency into what my visitors are experiencing inside your systems. I pay good money to bring prospects to my site and I don’t want to send them off to a black box when they buy my products or sign up for an event.

 

It’s time for you to prioritize measurement and to give me control of the signup, subscription, or purchase process.

 

Here’s what you need to do if you want me to use your service. These features are going to appeal to the largest users, those customers that you really want because they will pay for a lot of your services.

Read the rest of the letter.

  • Agree with the points you made above Brian. Quite insightful.

  • VoiceTranscribing

    Thanks for the article Brian. Yes, more and more of our clients use our transcription service http://voicetranscribing.com to transcribe their podcasts, webinars, interviews and generate content for blog posts.

  • Hi Kristi,

    I can respond with a lengthy comment, arguing the futility and wastefulness in running A/A or A/A/B etc. test, but I’ve already done an article on that back in 2014, so I’ll just share that: http://blog.analytics-toolkit.com/2014/aa-aab-aabb-tests-cro/ If you’d like to check it out and, hopefully, respond to it I think it will be beneficial for the readers of this blog.

    Kind Regards
    Georgi

    • Thanks, Georgiev. When you have a test setup that spans multiple domains, servers and security features, an A/A test is critical. We have been saved by A/A tests. In response to your excellent article I ask, “Which is more wasteful: Running a series of A/A tests or running a series of A/B tests that result in the wrong decisions?” The latter can impact sales for months or years.

      • Sounds like an unusually complicated test setup there, Brian. What kind of problems did those many A/A tests reveal? Randomization issues? User experience uniformity issues? Statistical engine issues? I’m just thinking there has to be a better way to detect & debug most of these, but the statistical engine ones…

        • We never really found the smoking gun, but we suspected cookie persistence issues, iframe security delays, page load times, etc. We redesigned the approach and verified the setup with an A/A test.

  • nrennie

    Thanks for removing my comments @bmassey:disqus.

    Surely constructive criticism is part of making things better, and excluding a market leader from your “Top tools” was exactly this?

    So my valid point was why not include Maxymiser? It’s a huge gap in your post.

    • Cut the sarcasm, @nrennie. It’s never appropriate. You commented on the wrong post here. I assume you meant to post on “The Most Recommended AB Testing Tools by Leading Experts”. I’ll reply to your comment there, but we didn’t list Maxymiser because nobody recommended it. Our team used it for one client and found it lacking on several key features.