To Get Your Conversion Project Approved, Find an Enemy

There’s nothing like an arch nemesis to get the “good guys” motivated and engaged in a quest. If you are trying to get your conversion project approved, consider finding a competitor who seems to be making all the right moves.

This is the topic of my new column on Search Engine Land How To Get Management Excited About Conversion Optimization. In it I talk about the power of an enemy.

I discuss the components of your competitor story, including appearing to have greater resources than you, appearing to be smart, and appearing to have an evil plan.

I introduce you to some Spy Equipment that tells you just how smart they are.

I show you how to tell if they are they optimizing their site, using analytics, page analyzers or testing packages.

You can also tell if they are using ratings and reviews, recommendation engine or video players.

I tell you how you can catch them monologuing, revealing their secrets.

Finally, I show you how to cast them in their best light, making them more threatening.

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With a little research, you can clearly draw a picture of your competition as an evil genius, working to take food from the mouths of your family. You can develop the story of the powerful competitor using some spy equipment, their public “bragging,” and some page analysis tools. This will make your conversion project seem more critical to the survival of your business.

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Brian Massey is the Founder and Conversion Scientist at Conversion Sciences. He is the author of Your Customer Creation Equation. His rare combination of interests, experience and neuroses were developed over almost 20 years as a computer programmer, entrepreneur, corporate marketer, international speaker and writer.

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