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Conversion Rate Optimization with Deborah O’Malley [Video]

Landing Pages and Conversion to Sale

Conversion Rate Optimization with Deborah O’Malley

We all want to know how to improve the number of conversions we get on our websites. A lot of the time, we try to do that by rearranging the layout or switch up page elements. Then we go to our dashboards, see if the number went up or down. You’ve probably spotted the flaw in this. This is circular reasoning, a change in customer behavior can’t be proven by “looking back at data, trying to decide whether or not it was some sort of change that we made” As conversion expert, Matt Gershoff puts it. What’s the right way to do this? It’s simple, reverse the order of events and start off with your hunch about what you should change, run an experiment on your customers, proving or disproving if the thing you believe causes their behaviour actually has that effect.

This discipline is called CRO, which stands for Conversion Rate Optimization. There’s someone who’s superbly qualified to talk about this and I’m lucky to have known her for the past few years.

Deborah unknowingly ran her first optimization study in school at the age of 8, when she put her classmates through a science experiment where they looked at pieces of construction paper tacked on a bristol board. Little Deborah grew up to earn a master’s of science degree, specializing in eye tracking technology. Today, Deborah applies her specialized skillset to Conversion Rate Optimization (CRO). She founded a well known resource website where she has published hundreds of client A/B test case studies. She also has a certificate in graphic design, giving her the blend of left and right-brain thinking that’s just right for working in CRO.

Some things to listen for:

Marketers who run paid search & paid social will want to listen to what she has to say about mixing traffic from various channels together. She explains what minimum traffic constraints we’re under for A/B tests, and why with small volumes we’re better to put 2-pages into a test where only 1 thing has changed, versus testing multiple pages or multiple variables at the same time She has some tips on how we can maintain objectivity as we run our tests and as we present the results to our leadership. For more details, please visit

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