The Art of Optimization

Optimize! optimize! Optimize! As an e commerce owner all we work on is to optimize.  But how do we know what to optimize and more importantly when.  Well! This is a million dollar question that a lot of companies claim they can find an answer to.  Well my question to those companies is that if you know what to optimize and  when, then why isn’t every client of these companies making millions?

Being a member of the conversion optimization team why am I saying that.  Well… as per my experience E-commerce i’ve realized optimization is an art that keeps on perfecting with practice. If E-commerce is the painting on the canvas then optimization is the brush in the e-commerce owners hand.  Its the combination of knowledge and experience that tells the painter or the owner which stroke will add maximum value to the painting or the business. There are strokes that have negative effect to the art, there are strokes that have no effect to the art but mainly there are strokes that have maximum effect to the art. Understanding which stroke will work for what type of painting is the crux of marketing.

The positive part here is that optimization is somewhat of a science.  So understanding pattern is the pallet of an experienced conversion optimizer.  Market dynamics and consumer expectations believe it or not have some underlying patterns despite their chaotic appearence.  Once these are uncovered by analyzing the data predictions can be made about the upcoming trends and changes.

Learn from the past, optimize today, test tomorrow and repeat for a predictable future of success.