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March 2008 The web is turning writing into a conversation. Twenty years ago, writers wrote and readers read. The web lets readers respond, and increasingly they do—in comment threads, on forums, and in their own blog posts. Many who respond to something disagree with it. That's to be expected.
I’ll share the same processes that I use to consistently boost my clients’ conversion rates – sometimes even doubling or tripling them. (I specialize in industries like finance, gaming, travel and weightloss, where even a 5% increase in conversion rate can generate millions of dollars.) The more people talk about CRO, the more you hear bizarre recommendations on the colour of your buttons and headlines, the alignment of form labels, and so on. The trouble is that statements like “green buttons convert better than red ones” and “short forms are better than long forms” are appealing, and quickly become considered “best practice”…
