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Wednesday, June 3, 2009

Rick Frantz - Discover what really works in optimization

Presenter: Rick Frantz of MarketingExperiments

Title: Discover what really works in optimization

Main Point: If something you are doing doesn't work, doing more of it won't change that.

Take-Away Action: Write down your value proposition. Compare it to your compeition and evaluate if it's a real differentiator.


  • Hitting the ketchup bottle on the bottom doesn't work.

    • There has to be a better way to do other things in life

    • When something is not working well, doing more of it won't produce better results

    • Obvious solutions are not the best solutions

    • Measuring and Testing are the only ways to discover what works better

  • Starting an argument doesn't help you persuade, it only helps you hurt someone.

  • Landing Page Optimzation Meta-Theory

    • People don't by from websites, they buy from people

    • You don't optimize pages, you optimize though sequence

    • To optimize though sequence, you need to enter a conversation

    • Then guide the conversation to a value exchange

  • c = 4m + 3v + 2(i-f) - 2a

    • C = Conversion

    • M = Motivation

    • V = Clarity of Value Prop

    • I = Incentive

    • F = Friction

    • A = Anxiety

    • Value Prop and Incentive are Value Contributors

    • Friction and Anxiety are Value Inhibitors

    • You need the Contributors to outweigh the Inhibitors

  • If you don't have something that differentiates you (the Value Prop) then you are just getting by on the ignorance of the market.

  • When you advertise on something people are looking for, make sure that you're giving them what they want when they come back to your site.

  • Every page on your site should have a Primary Objective and should stick to it!

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