If you’ve read ‘Good To Great’ by Jim C. Collins (a book I highly recommend) you’ll know that ‘good is the enemy of great’.

As Eric ‘the Conversion Doctor’ Graham writes in his blog, this equally applies when it comes to conversion rates. Eric explains that when you have a ‘good’ conversion rate it’s easy to become lax. Because you’re happy with your conversion rate, you end up focusing on everything EXCEPT improving that rate.

Unfortunately, since nothing stands still on the Internet - both the standard of competition and customers’ expectations are constantly rising - neglecting your conversion rate can hurt you. Eric explains how one of his niche sites went from earning as much as $6,000 in sales per month with a conversion rate of 6.5 percent… to just $500 per month and a meager conversion rate. In fact, he neglected the site to the point where he was unable to bring sales back to previous levels.

All because he stopped testing and improving his conversion rate.

Check out Eric’s article for what happened and why it happened - it’s a wake-up call for all of us.

Source: Eric Graham, “Why Having a “Good” Conversion Rate Could Hurt You!”, The Conversion Doctor Blog, September 4, 2008

Tags: Blog, Conversion Rate, Conversion Rates, Eric, Good Is The Enemy Of Great, Jim C, Jim Collins, Niche, Wake Up Call

This entry was posted on Monday, September 8th, 2008 at 2:58 am and is filed under Conversion, Kikabink Lab. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.