marketing events

You can still get a discount with the code TPH200 today

The last time we played What to Test! The Conversion Quiz Show, we were throwing balls and learning about content that converts.
I’m teaming up with Alissa Ruehl of Apogee Search at Interactive Austin 09 bring it back.

  • They tell you that you should test copy, but what will your visitors respond to?
  • They tell you to test different button text, but which ones?
  • They tell you to try different headlines, but how do you choose?
Brian Massey and Alissa Ruehl present What To Test! the Conversion Game Show

Brian Massey and Alissa Ruehl present What To Test! the Conversion Game Show

We’ll be covering the “Conversion Stack” which is the levels and kinds of conversion you can consider based on your resources and experience.
Join us at Interactive Austin ’09 where everyone that is anyone will be … interacting. Use code TPH200 to get $25 off of your registration fee TODAY ONLY.

Find out at the Door64 Tech Fair and Extraordinary Interviews Seminar

What Conversion Metrics Should a Job Seeker Examine? A/B Testing of Toilet Paper at Cupprimo

A/B Testing of Toilet Paper at Cupprimo

For a Conversion Scientist, life is full of A/B tests. You find them everywhere. We are naturally curious creatures, always wondering why people behave the way they do. The answers are rarely obvious.

For example, I have been monitoring a sort of A/B split test happening at a local cupcake and coffee shop called Cupprimo. For some unknown reason, the proprietors have consistently provided both quilted and unquilted toilet paper in their men’s room. As you might expect, the quilted TP roll is consistently smaller than it’s unquilted competitor.

But, as a Conversion Scientist, I have to ask: is it because the position of the quilted roll is more convenient to right-handed bomb-droppers? Is it because the luxurious quilted TP is thicker, and that the roll only appears to shrink faster? Perhaps it is a test error? Are the hapless managers not replacing the rolls at the same time? Here’s the real kicker: are these results consistent with the ladies’ results?

I know that, like me, you’re just dying to find out what the test really tells us. But right now, I’m going to spend the next few paragraphs trying to tie this example to my presentations at the Door64 Tech Fair and the Extraordinary Interviews Seminar for Technology Professionals. You want to go, you just don’t know why yet.

The Job Search and Conversion

While the toilet paper question is important, I’ve had to focus my attention on the problem of job search for the past few months. As in our toilet paper split test, I am dealing with incomplete information in the job search. Elusive are the conclusions we would draw from our job search data.

The ultimate conversion is a job offer. However, it turns out that the resume-to-job-offer conversion rate is fraught with trouble, the most significant being that once we get one or two conversions, we stop caring. We take a job and stop searching.

What we need for the job search is predictive metrics. For most job seekers, the most important predictive metric has been number of resumes sent. But this approach is no different from that taken by any number of companies who’ve spent like drunken sailors buying clicks for search terms that have little to do with their business, hoping that someone might actually become a lead or buy something–anything. This is not conversion.

A more important measure is number of interviews. For the sake of conversion, we measure it as the number of interviews booked divided by resumes sent. I call this the resume-to-book rate. The drunken sailor set will say, “So the more resumes we send, the more interviews we will get, right?” Well, since the resume-to-book rate is a percentage, throwing resumes against the proverbial wall will actually decrease your conversion rate (unless you send each with a substantial sum of money, which is also true in pay-per-click search).

The key is to send fewer more targeted resumes.

When you do this three things increase your resume-to-book rate:

  • You decrease the number of resumes sent, which will mathematically increase resume-to-book rates.
  • You increase the likelihood of getting more interviews by spending more time on each application and cover letter.
  • You target only those jobs for which you are somewhat qualified.

In other words, your doing the exact opposite of what most search marketers do.

Meaningful Job Search Conversion Rates

It turns out that, like our quilted toilet paper test, our resume-to-book rate has some built-in issues. Since 80% of all jobs offers are garnered from a personal contact, sending resumes is actually the least effective way to apply for a job. The number of postings available via job boards is too small and there’s too much competition. In short, it doesn’t scale. The Conversion Scientist ranks #1 on all search engines for “conversion scientists with lab coats.” However, the number of searches is small, so it really doesn’t help. Job postings have the same problem.

Since personal contact is the way to get interviews, then our predictive conversions must be tied to the number of people who are actively helping us look for work. For most of us, that is our parents (motivated to get us to move out of the house again) and that one new recruiter who hasn’t yet learned a tactful way to tell us they don’t really have anything for us.

As it turns out, it’s our old friend “opt-in rate” that is the most powerful predictor of our job search. Most of us have low opt-in rates. ‘We’ve Twittered, “Got laid off. Let me know if you hear of anything.” That doesn’t invite an opt-in. A few of us have sent emails to our professional contacts detailing our qualifications. Then we end by saying “Let me know if you hear of anything.” Not an opt-in either. In short, we don’t give our personal networks anything to opt into, and our opt-in rates would be zero if not for our parents and that one green recruiter.

Why is opt-in important? Because the higher your opt-in rates, the larger your personal job search network gets. The larger your personal job search network, the more unpublicized jobs you’ll be privy to. The people who know how to engage their personal network have the following advantages:

  • They uncover jobs that aren’t posted
  • They get inside information on the jobs they apply for
  • They find champions to walk their resumes into the hiring manager
  • They circumvent the trolls in HR whose main job is to protect the hiring manager from tidal waves of resumes

Learn How to Put Your Personal Network to Work for You

If you want to enjoy the benefits of an active network of friends, relatives and colleagues joyfully working day-in and day-out to help you find a cherry position, then you need to come out and see me. I’ve written the book, and we’re working on the software, but you can’t get either right now, so this is your only option. There are two opportunities in Austin:

[UPDATE: This has been cancelled] April 28 at the Extraordinary Interviews for Technology Professionals Seminar. This is a full day that covers the gamut–networking, resume writing, cover letters, and interviewing skills. Those who attend this event are going to be taking all of the good jobs for a while. The rest of you can relax.

April 30 at the Door64 Tech Fair and Austin Brain Party. If you don’t think you have a personal network, let Matt Genovese and Door64 get one started for you at the Tech Fair and Brain Party. I’ll be talking about the ten attitudes that you will need to succeed in the job market for the next 20 years. For a list of the participants you want to know visit

We were throwing balls at the audience during the Conversion Optimization and Testing Panel at PubCon South in March. Why balls? Because we were focused on reducing the amount of traffic that bounces off of the audience’s Web site, of course.

Along with panelists Taylor Pratt and Bill Leake, and our moderator Christine Churchill, we gave the audience the best practices for reducing bounce rates and increasing leads and sales.

I decided to have some fun with my segment of the Panel. Several brave members of the audience volunteered to answer the query “What to Test!” for the chance to earn a smiley ball compliments of Smiley Media.

Now you can play as well!

It’s going to be a busy Spring for me, and that means you have several chances to see me, Brian Massey, Conversion Scientist (applause). I’m speaking at several different conferences, three of which are in Austin and one of which is no charge. I hope to see you at one of these.

Austin Engagements

I’ll be presenting my Web Strategies Workshop at RISE Austin on March 4 at 10:00am. We’re meeting at the Thistle Cafe downtown. Check out all of the other presentations happening around town, too.

PubCon South in Austin with Brian Massey

PubCon South in Austin with Brian Massey

I’ll be part of a panel talking about Testing and Optimizing for Conversion on March 11 at 1:00pm. PubCon is one of the best search shows to come to Austin.

Everyone who is anyone in Austin will be at Interactive Austin. I’ll be there too talking about my favorite subject: Conversion.

Elsewhere Around the Country

You may or may not know that I write a ClickZ column on Behavioral Marketing. I’ll be in Hollywood on March 23 to moderate the panel entitled BT Partners — Choosing Wisely.

I’ll be returning to Innotech Oregon on April 23 to discuss Social Conversion, a topic that Dave Evans and I have done some work on lately.

I look forward to seeing you in person.

Learn how to use Search, E-mail, Conversion, and Social Media to grow your business while your competitors are shrinking.

All in One Day

I’ve shown dozens of businesses how to use the most cost-efficient marketing methods available to increase their sales. There is no more cost-efficient way to market than online, and the top eMarketers in Austin will be in one place on January 29 to show you how it’s done.

Will you be there?

eMarketing Techniques for Business will show you how to use the bread-and-butter online marketing techniques in your business: E-mail, Search, Conversion, and Social Media. If you don’t know the names of these companies, you should:

Hubspot, Apogee Search, WorkSmart eMarketing, Aperio Marketing, IncSlingers, NLI Media Group, Writeous Words, and Conversion Sciences.

These are the companies that are writing the book on growth when everyone else is pulling back. How much would it cost to engage each of these online specialists? Not as much as you would gain, but a LOT more than a ticket to eMarketing Techniques for Business.

It’s Time to Take Action

The decisions you make in the next 30 to 60 days will determine your fate in 2009. Will you be one of the businesses with a shrinking customers base or one of the few with a growing prospect list, new customers, and more visibility in the market?

The good news is that you don’t have to get up the learning curve on all of these proven eMarketing Techniques. Everyone you need to know will be in Austin on Friday, January 29. All you have to do is show up.

As a speaker at the event I’ve been given a discounted rate. There won’t be another day on which you will be able to get so much decision-making insight as you will at eMarketing Techniques for Business.

eMarketing Techniques for Business

eMarketing Techniques for Business

Make visitors stick with Copy and Headlines

I’m going to be working with Amy Lemen to tell you exactly how you can change the copy on your Web site to make visitors stay and take action. No design changes. No new logos. Just change your copy. What could be easier? Well, it would be easier to just stay at home, but then you’d have a much less profitable year than you could.

It’s time you put E-mail to work for your business

Imagine owning a list of 5,000, 10,000 or 20,000 prospects who have shown an interest in what your company sells. How would that change your fortunes? You’ll learn how to build that list and then turn the members of that list into buyers with e-mail marketing.

Learn Only the Most Valuable Search Techniques

There are thousands of strategies for using search to drive your business. There are only a handful that matter to your business. Find out where you should be focusing when you seek to turn searchers into your customers.

Social Media is here. Are you a part of the conversation?

The conversations about your business are happening all around the Internet — if you’re lucky. What if you could be a part of those conversations? Social media is the newest tool for building brand, loyalty, goodwill, and more traffic to your Web site. If you don’t understand how it works, you can’t make good decisions about using it to grow your business.

There is more. Much More.

While this exclusive event could easily garner $2000 or more, it is being offered for just $199. Imagine the very people who know how to drive more sales for your business in one place, and you can get in for just $199. That’s just nuts.