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Introducing Conversion Rate Experts’ new CEO and CTO!

Hi, it’s Ben Jesson and Karl Blanks here. As you may know, we founded Conversion Rate Experts (CRE) in 2006 and were acquired by the publicly listed growth consultancy Next 15 in 2020. Over the past few years, we have transitioned the running of CRE to two of our long‑standing team members and all‑round superstars, Martin Stone and Dave Redfern. It has gone amazingly well: 2022 was a record-breaking year for CRE. The speed at which the company is improving is astonishing. So, we are making it official: We are thrilled to announce that we have promoted Martin to CEO and Dave to CTO.

The best online marketing books and resources (that all our team members study)

The following are the 18 “must have” marketing books and resources—part of a (much longer) reading list our team members study during their onboarding. These are a few of our favorite books. So you can get as much value as quickly as possible from the list, we recommend first reading nineteen tips for digesting books rapidly (and none involve speed‑reading). By the way, some older ones may be a little dated in style and tone, but the principles are timeless. (We don’t profit from these recommendations, and the article doesn’t contain affiliate links.) Marketing and advertising My Life in Advertising and Scientific Advertising by Claude Hopkins Claude was part salesman, part scientist.

Nineteen tips for digesting books rapidly

—and none of them involve speed-reading You don’t need to be able to speed-read to digest a lot of books. To become great at conversion, you need to read a lot. We have read thousands of books. Some are about marketing, and some are about our client’s businesses. For example, we own eight books on home security. They were valuable in helping us to grow the revenues of one of our clients, SimpliSafe, by five times. In the following article, we share our favorite tips for transferring the contents of a book into your brain. Without feeling frazzled:

How to boost your profits by creating irresistible offers

Most companies don’t spend as much time as they should on creating irresistible offers—either because they don’t appreciate how fruitful they can be—or because they find it harder or more boring than other aspects of marketing. Almost all the strategies described in the following article are ones we’ve successfully used—in many cases, with increases of over 50%, 100%, or more. You can get great uplifts from getting your offers right. Not all of them will apply to you, but one breakthrough offer is often enough to transform a business. Therefore, as you proceed down the list, we recommend you make notes on how you could implement each offer strategy.

How to hugely increase your profits by optimizing your pricing

One of the top two most surefire ways to increase a company’s profit is to optimize its pricing, deals, and offers. (The other most surefire way is to improve usability.) Getting your pricing model wrong can be disastrous. Classmates.com learned the lesson the hard way, after choosing to monetize early, and by charging its users—two activities that are now widely understood to be disastrous for social networks. (The Onion lampooned the situation in the article “Classmates.com Employees Don’t Have Heart To Tell CEO About Facebook.”) If you want to optimize your pricing, the following article contains a huge list of tips, strategies, and things to consider.

The fastest way to understand users: talk to a “VOC Aggregator”

What VOC Aggregators are, and why you need to find yours According to Paul Graham of Y Combinator, to grow an early-stage web business, you should spend all of your waking hours on the following three activities: Build the product Talk to users Exercise We agree. We spend a good fraction of our time talking with our clients’ users. It’s priceless, but it’s also time-consuming. So we also talk to people who spend their whole lives speaking with users. For example, salespeople, consultants, and customer-support staff. We call these people “Voice-Of-Customer Aggregators” (or “VOC Aggregators”). VOC Aggregators already understand the users.

How Apple brilliantly used a 100‑year‑old persuasion strategy

The Apple MacBook Pro Full disclosure: This article was written before we engaged with Apple as a client, so it isn’t influenced or informed by our relationship with the company. How do you persuade your prospects of your products’ quality? The following strategy works well: Show the work that went into creating the product. You can take two approaches: Show the work that went into inventing the product. Show the work that goes into creating each individual product. For example, if you were selling Rolex watches, you could tell the story of how the watch was designed, or you could describe the painstaking process by which each individual watch is manufactured.

“Made more revenue, learned a lot, and had a lot of fun,” says High Performance Academy, a publisher of online courses

The following is from our huge library of client successes—why not discover how we can help grow your business? High Performance Academy provides courses, a community, and powerful tools to help people tune cars better and faster. The company is based in New Zealand and serves customers worldwide. A short video interview with the client window._wq = window._wq || []; _wq.push({ id: "bwisz7llbn", options: { plugin: { "postRoll-v1": { raw: "To start growing your profits, book your FREE website strategy session or get a free copy of our our best‑selling book " } } }, onReady: function(state) { video["

“Conversion Rate Experts helped us hit our target 18 months early,” says Entrepreneurs Circle

The following is from our huge library of client successes—why not discover how we can help grow your business? Entrepreneurs Circle provides training, tools, events, coaching, and other services to entrepreneurs. A short video interview with the client window._wq = window._wq || []; _wq.push({ id: "aybtbtadvd", options: { plugin: { "postRoll-v1": { raw: "To start growing your profits, book your FREE website strategy session or get a free copy of our our best‑selling book " } } }, onReady: function(state) { video["aybtbtadvd"] = state; } }); “It’s the best experience we’ve had working with anyone external,” says Cameron Botterill, Head of Marketing for Entrepreneurs Circle.

“Quarter of a million euros,” for Jimmy Joy, a direct-to-consumer (DTC) food company

The following is from our huge library of client successes—why not discover how we can help grow your business? Jimmy Joy is a meal replacement company based in the Netherlands. A short video interview with the client window._wq = window._wq || []; _wq.push({ id: "7p1wex8fgv", options: { plugin: { "postRoll-v1": { raw: "To start growing your profits, book your FREE website strategy session or get a free copy of our our best‑selling book " } } }, onReady: function(state) { video["7p1wex8fgv"] = state; } }); “Every step of the funnel, we’ve tested, found winners, and increased conversion,” says Joey van Koningsbruggen, CEO and founder of Jimmy Joy.

“Conversion Rate Experts are a great return on investment,” says Igloo, a B2B technology company

The following is from our huge library of client successes—why not discover how we can help grow your business? Igloo produces 360-degree projection domes and technologies for “shared VR” experiences. Igloos are used by companies like Accenture, Microsoft, BBC, and WarnerMedia for events, training, and visualization. A short video interview with the client window._wq = window._wq || []; _wq.push({ id: "ulrju9ymb7", options: { plugin: { "postRoll-v1": { raw: "To start growing your profits, book your FREE website strategy session or get a free copy of our our best‑selling book " } } }, onReady: function(state) { video["ulrju9ymb7"] = state; } }); “We’ve had such a positive experience with Conversion Rate Experts,” says Natalie Cregan-Evans, Head of Marketing at Igloo.

How to get paid much more—your 7-step plan

People often ask us how to get paid more. The advice we give is applicable to many types of jobs. We know it works, because we use it ourselves—it’s how our founders went from being employees to forming Conversion Rate Experts. It’s also the same strategy we’ve used to grow Conversion Rate Experts over the past 11 years. And during that time, we have helped to greatly increase the earnings of many people and companies. In this article, we reveal the principles … and then we give a 7-step plan you can use. The principles behind the plan Understand that an employer is looking at two things: the value that you will create, and how much you cost.

Your success graph

Create a graph of your vision. And look at it every day. In our article about how to get paid much more, we described why you might want to create a success graph. As further evidence, the entrepreneur Ramit Sethi, author of I Will Teach You To Be Rich, has just published an article, “How 1 video made us $1,000,000,” in which he reveals how one of our success graphs persuaded him to hire us. In Ramit’s words… “Their case study was 10x more sophisticated than anything out there in the market. All my friends were telling me, ‘Ramit, you have to read this.

Before you can persuade your visitors, you need to persuade your boss

“How can I persuade my colleagues (or clients) that CRO should be our #1 priority?” “How can I convince my company to adopt a culture of CRO?” Those are the questions we get asked most from our followers—particularly those who work for nondigital incumbents. If you’re struggling to get your boss onside, here are some useful arguments and resources. Nondigital incumbents are companies that became successful in an offline world. In travel, they are the airlines and the hotel chains. In finance, they are the high-street banks and traditional financial services. In home entertainment, they are Blockbuster Video. In retail, they are the superstores and high-street stores.

Do you know someone who works for a charity? Or do you support a cause that’s dear to your heart?

We are offering free copies of our book to charities. All profits from our book, Making Websites Win go to charity, but we’ve had an idea that could help more worthy causes and people in need. Many readers tell us that Making Websites Win helped them to hugely grow their profits. So we have decided to donate hardcover copies to many deserving charities, to help increase their donations—and their efficiency. “A huge thank you to Conversion Rate Experts who so kindly donated a copy of their book, Making Websites Win to the British Heart Foundation

Loads of useful articles that weren’t in our book

Some of the articles in the new “Not in our book Making Websites Win” category. We were contacted by someone who had read and enjoyed our book, Making Websites Win. She asked if we could tag all the articles on our website that aren’t in the book, so she could learn more about CRO without having to re-read the same content. We liked her idea, so we skim-read all our articles and tagged them. In doing so, we were reminded how many valuable tips and resources they contain. We were also surprised that only twenty percent of our articles made their way into Making Websites Win.

“We wish we had started with Conversion Rate Experts sooner,” says truLOCAL, an online food store

The following is from our huge library of client successes—why not discover how we can help grow your business? truLOCAL is an online store that lets customers buy food from nearby suppliers. A short video interview with the client window._wq = window._wq || []; _wq.push({ id: "el5ic9ww04", options: { plugin: { "postRoll-v1": { raw: "To start growing your profits, book your FREE website strategy session or get a free copy of our our best‑selling book " } } }, onReady: function(state) { video["el5ic9ww04"] = state; } }); “We’ve seen a 55% increase in sales on just the home page alone,” says Courtney Jang, Marketing Director of truLOCAL.

90 tips for “lockdown working”

Cabin fever has always been one of the biggest challenges of remote working. Most solutions involve “getting out of the house.” What everyone’s doing now, though, isn’t remote working—it’s lockdown working. Lockdown working takes cabin fever to a new level, and demands different solutions. Our team members are based across Europe, North America, and South America—each under different levels of lockdown. We asked them what they are doing to overcome cabin fever. We’re aware that cabin fever is the least of many people’s problems right now. Many of our family, friends, and followers are having to endure much tougher challenges.

Triple R: a new technique to accelerate your progress

—includes a template you can use on any project The following excerpt is from our in-house onboarding flow for new team members. We are publishing it as a series of articles, which we’re calling The Infinite Manager. The series describes the unconventional operating system that has enabled our small team to have such an impact on the web’s leading companies. You can progress much faster if you increase the rate at which you explore avenues and abandon the dead ends. In this article, we describe a simple but incredibly powerful process we developed to do precisely that. We suspect it’s our most useful discovery to date.

A roundup of the best accessibility resources (now a legal requirement)

Accessibility is like the ramp at the entrance to a public building: It’s barely noticeable if you don’t need it, but if you do, it’s the difference between you being welcomed in or locked out. Making websites accessible is not only an ethical responsibility: it’s also a legal obligation (companies are being sued for having inaccessible websites). Plus, there are financial benefits: accessible websites tend to be more profitable, for reasons we explain below. We are committed to sharing and amplifying articles about accessibility and inclusive design. It’s within our industry’s power to make all websites inclusive, and it shouldn’t take long.