Some useful conversion tips and your “skunkworks” stories

Our co-founder Karl has shared some useful conversion tips in a written interview with the guys 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.

Wanted: Your “skunkworks” stories

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 AdWords 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.


What you should do now

1. If you’d like us to work on your website—to dramatically improve your conversion rate and profits (like we did for all these companies), then claim your FREE website strategy session. On this free phone consultation, one of our experts will discuss your conversion goals and suggest strategies to double your sales.

2. If you’d like to learn conversion for free, go to our “Learning Zone” page, where you can download templates of million-dollar winning pages. Or, if you’d like us to build your company’s in-house capabilities (not for free), then contact us and we’ll discuss your requirements.

3. If you’d like to work for us—or see why our team members love working for us—then see our “Careers” pages.

4. If you enjoyed this article, then so will your friends, so why not share it on LinkedInTwitterFacebook and Email

All of our articles are subject to our Testimonial Protocol, which is described here.


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So far, we’ve worked with clients in 9 languages and in 22 countries.

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Staffordshire, UK

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Hawkesyard Hall
Armitage Road
Rugeley, Staffordshire
WS15 1PU
United Kingdom
Phone: 0800 043 2650 or
+44 (0)203 368 6212
Fax: 0870 838 1135


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