Your “skunkworks” stories and some useful conversion tips

A skunkworks is defined as an “environment that is intended to help a small group of individuals design a new idea by escaping routine organizational procedures.” Apple and Google both operate skunkworks facilities.

We know many conversion marketers who have created skunkworks programs, bypassing the regular channels and getting results much faster than would have been otherwise possible. Here are a few commonly used strategies:

  • Fund some of your affiliates, on the understanding that they’ll use the money to test new offers.
  • Create a subsidiary business solely for the purpose of experimentation.
  • Have a separate Google Ads budget just for experimentation.
  • Give presentations to the rest of your organization, to persuade them why they must give you freedom to carry out tests (and to make the occasional inevitable mistake).

We’re currently compiling a comprehensive list of skunkworks strategies. If you have used any of the above techniques—or any other innovative methods for speeding up testing within your organization—we’d love to hear from you. Contact us to let us know your stories—and we’ll share our findings with you.

Our co-founder Karl has shared some useful conversion tips in a written interview with the folks from UserTesting.com

In the interview, he describes

  • A simple mental “hack” that makes it much easier to write marketing copy.
  • Why you need to become aware of the bottlenecks—and non-bottlenecks—in your company.
  • How to increase conversions in many countries and languages without creating a rat’s nest of complexity.
  • The “house visitor effect,” and how you can use it to identify problems with your website.

Click here to see the full written interview.

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