What is Your Basic Unit of Upside?
This number — The Basic Unit of Upside, or BUU — offers simple insight into the effect of website optimization on your business.
My new Marketing land article answers some burning questions for your business. If these questions aren’t burning in your mind, then why not?
Click for a Conversion Rate Upside Report that does the math for you.
- Do I have enough traffic and conversions to do testing
- What is a good conversion rate?
- How do I calculate BUU for a long sales-cycle business?
- How do I factor in profit?
- How much should I spend to get more revenue from my existing traffic?
The ultimate question is this: How will small changes in conversion rate affect my yearly revenue? This is the promise of understanding your BUU.
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Keep these proven copywriting hacks in mind to make your copy convert.
- 43 Pages with Examples
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Conversion Scientist™ at Conversion Sciences
Brian Massey is the Founder and Conversion Scientist™ at Conversion Sciences, a sought-after international speaker, and author of Your Customer Creation Equation. He is passionate about transforming websites through a steady diet of visitor profiling, purposeful content, analytics, and AB testing.
Expertise: conversion rate optimization, AB testing, marketing strategy, digital marketing, analytics, landing page design, computer programming, entrepreneurship
Speaking: IBM, Inbound, LeadsCon, Content Marketing World, Affiliate Summit, and more
Books and Training: Your Conversion Creation Equation, Video CRO, Marketing Videos that Convert, CRO Best Practices
As Seen On: ClickZ, Search Engine Land, Marketing Land, Conversion Sciences Blog, Intended Consequences podcast
Education: Texas A&M University, BS Computer Science and Management
Expertise: conversion rate optimization, AB testing, marketing strategy, digital marketing, analytics, landing page design, computer programming, entrepreneurship
Speaking: IBM, Inbound, LeadsCon, Content Marketing World, Affiliate Summit, and more
Books and Training: Your Conversion Creation Equation, Video CRO, Marketing Videos that Convert, CRO Best Practices
As Seen On: ClickZ, Search Engine Land, Marketing Land, Conversion Sciences Blog, Intended Consequences podcast
Education: Texas A&M University, BS Computer Science and Management
Latest posts by Brian Massey (see all)
- Your Traffic Fell 30 Percent. Your Targets Did Not. - September 3, 2026
- How to Filter Bot Traffic in Google Analytics With Ask Advisor - August 20, 2026
- Using AI to Chat with your Online Business - July 10, 2026
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[…] You should understand what your statistical bignificance is. You must know the answer to the question, “What happens if my conversion rate goes up a little?” We call this a Basic Unit of Upside. […]
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