Bryan Eisenberg, founder of Future Now Inc. and author of numerous books on testing and conversion, lays out the value proposition for investing time and effort into improving your website's conversion rate with testing. What about money? You may be surprised to hear that testing doesn't cost a lot of money and the ROI is tremendous. He'll show you how the most successful companies implement testing and explain the math that justifies the decision to test, along with teaching you who should be involved to get testing and optimization going in your company.

Length: 13 min.

You will learn:

• Why testing really isn't that difficult
• Why the most successful companies have a continuous improvement culture
• How small changes can add up to big improvements to the bottom line
• The three key elements that make testing work
• Why good tools are no longer an obstacle to testing
• The opportunity cost of delaying testing
• How personas influence website conversion
• Why improving site conversion is more effective than driving more traffic
• How testing allows you to leverage current site traffic
• Who in the organization should be involved in testing