If you are then you may like to head over to Econsultancy to take a read of forum post by CEO Ashley Friedlein.
The post (and subsequent comments) is titled Conversion Optimisation and Site Performance Consultants – please step forward!.
The reason I posted about this is if you read through the comments you will see an interesting mix of responses, and by the end of the responses you will certainly have a better understanding of which suppliers and consultants are out there and how their services are either a dedicated specialism or part of a wider portfolio of digital services.
Naturally I provided PRWD’s response to Ashley’s request, and below is an excert from the response:
Alongside ourselves featuring in the Econsultancy 2009 User Experience Buyers Guide, I’m so far surprised not to see more of the other 25 usability specialists that are profiled putting themselves forward. In this buyers guide I was also pleasantly surprised that almost all of my industry insights that I provided as part of our profile submission are featured.
Echoing comments you made in your post and what others have shared in their responses, my insights are very much centered around the definite shift in client focus, investment and expectations.
The shift in investment is from:
- new technology
- more features
- more functionality
- more acquisition spend
to:
- genuine customer centricity (not just the company statement)
- conversion optimisation
- advanced web analytics (segmentation, purchase/process funnels and simply using analytics to make real commercial decisions)
- testing
Analytics and Conversion Optimisation – Career Advice Too!
Towards the end of the comments you will see a request for career advice from Peter over in Australia.
Peter asked:
Hi everyone,
What advice do you have for a young professional looking to get into this field?
I’m fresh out of university and have started my career as a junior web analyst at one of Australia’s largest online publishers. I have a background in SEO/PPC, but conversion rate/landing page optimisation is something I’ve always been interested in and would like to specialise in the future.
Thank you Ashley for starting this thread and thank you to all that have posted.
I was pleased to be able to provide Peter with some advice from my 1st hand experiences in the fields of analytics, usability and conversion optimisation.
To save you a click my advice to Peter was as follows:
Hi Peter,
My advice would be to learn as much as you can hands-on in a commercial environment, and your current role certainly appears to tick this box. This is the approach I took and you can’t put a value on building expertise in this way.
You should aim to become the analytics/conversion optimisation evangelist within your organisation, continually providing key insights and presenting the business case for investing in on-going conversion improvement.
If you haven’t already I also strongly recommend you ‘get in to bed’ with testing, both A/B and multivariate. Having an understanding and appreciation of what to test and what tools are available will become invaluable for you, especially with you already having a good understanding of analytics.
Good luck with your career development in conversion improvement and optimisation, and message me if you would like some more advice.
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