Bryan Eisenberg on Conversion Optimization and The Grok

Pubcon video content producer Vanessa Zamora interviewed Bryan Eisenberg, upcoming Pubcon masters group training speaker, best-selling author, and partner at Eisenberg Brothers & Associates. Eisenberg, who is referred to as The Grok on certain Web platforms such as Twitter, and who also

Bryan Eisenberg

created a well-known newsletter titled The Grok associated with his previously-owned FutureNow agency, shared the origin of the name. The Eisenberg brothers hooked up with an Internet incubator early on, where John Quarto-von Tivadar, the CEO and co-author of Eisenberg’s book “Always Be Testing: The Complete Guide to Google Website Optimizer,” worked. Quarto-von Tivadar’s assistant overheard the men discussing conversion and Grok, a concept that originated from the novel “Stranger in a Strange Land” which means absorbing and understanding at a cellular level, and mentioned that it would be a great character name. Always ahead of the curve, Eisenberg said he felt foreign concepts like conversion rates tied to sales and usability practices would be more easily accepted by a character than a human and thus adopted The Grok to represent himself and his company.

Although Eisenberg is no longer associated with The Grok newsletter, he has maintained writing for ClickZ for over a decade now. According to Eisenberg he is able to pump out new content because a lot of what is old is new. For instance, a lot of content published back in 2001 or 2002 is new information to people today, Eisenberg noted. It is easy to recycle old content, refresh it, and put in new perspectives, Eisenberg continued, and constant change in the industry makes it possible to always find an interesting angle to tie in topics.

Eisenberg, who is an expert on website conversion optimization, noted that Amazon, amongst other companies like Lands End, Apple, and GoToMeeting, are doing it right culturally, data-centricity or else. There is a lot to learn from different players in the online space, but unfortunately there is not one company that is doing everything right, Eisenberg said.

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The most common but easy to fix mistake in terms of conversion optimization are brands failing to include a unique value proposition or campaign proposition on every single page of a website, Eisenberg shared. The second is keeping up with the scent of the experience throughout, from advertisement to landing page and beyond, Eisenberg continued. It is important to keep the experience from being fragmented, otherwise the user will feel a disconnect and conversions will be lost as a result, Eisenberg said.

The biggest change in the conversion optimization space over the past five years, according to Eisenberg, has been the explosion of tools to aid people interested in focusing on conversion optimization. What started as a blog post by Eisenberg four years ago has evolved into WebsiteTestingTools.com with 180 testing tools listed to date, Eisenberg shared. The quality of tools continues to improve, Eisenberg noted, but the most useful tool in his opinion is UserTesting.com because of the value it offers by allowing website professionals the ability to see other people navigating through their website, providing a real opportunity to prove what works.

Those interested in attending the Pubcon Las Vegas Masters Group on pay-per-click (PPC) marketing October 15th to be presented by Bryan Eisenberg, Jeffrey Eisenberg, and Brad Geddes can expect to hear how to build better landing pages and how to effectively manage PPC campaigns, Eisenberg shared, adding that live demos of tools will also be presented. Eisenberg impressed Bing’s quality score team with a recent presentation the team found unique in its ability to explain relevance and quality, Eisenberg said, suggesting those who hear him speak at October’s Pubcon Las Vegas 2012 are in for some valuable insight. To learn more insider tips like this one, be sure to check out our Pubcon Masters Group training, where you can also find training on topics like social media and in-house SEO.

In closing, Eisenberg shared his personal strategies for success. In the same way he tells people how he lost 100 pounds – one pound at a time – the same concept can be applied to success, Eisenberg shared. Everyday there is something new, go out there, do what you need to do, and come back tomorrow and do it again, Eisenberg concluded.

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