Podcast: Conversion Rate Optimization, Radical Redesigns and Voice Impersonations with Mike Perla

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In this episode of Landing Page Optimization, SiteTuners CEO Tim Ash talks to Mike Perla, Director of Conversion Optimization of Fathom Online Marketing, about consulting and conversions. Listen in as they discuss the evolution of Conversion Rate Optimization awareness, radical page redesigns, and the talk with the client that comes after a failed test.

The two tackle developments in the craft that have contributed to the recognition of CRO even in traditional online marketing channels. Mike then shares his analytics approach to CRO, which includes Google Analytics, heuristic evaluation, and revenue projection. 

He covers the importance of data approach to business to business decision making, and highlighting lessons learned and testing plans when a redesign does not the yield the results it's supposed to. 

Tim and Mike also talk about what situations call for a radical redesign, and how the company's politics and content management system play a role in whether the redesign is executed. Mike stresses the importance of projecting the revenue to get the support of the company's higher management.

Also, get to hear Mike do his Russian accent and his impersonation of Al Pacino before he gives his three pieces of CRO advice. 

First Air Date: April 9, 2013

Listen online or download the podcast from WebmasterRadio.fm