Jasper W. Kuria
5.0 out of 5 stars
A fantastic read, chock-full of tips that have produced 2x or 5x sales!
Reviewed in the United States on August 13, 2018
Making websites win is a fantastic read, full of both elegant concepts and in-the-trenches actionable tactics that have produced 2x to 5x for CRE’s clients. The authors are CRO (Conversion Rate Optimization) practitioners and it shows. Here are a few of the things I like about the book:
1. Simple, clear and concise writing.
2. Lots of examples and case studies drawn from their real-world consulting practice.
3. An exhaustive list of books and resources to learn more. Books on writing, Tools for user testing, tools for A/B testing, mobile friendly CRO tools, numerous useful links and websites (like 'This is a Website')
4. Discussion of broader business topics that go beyond simple page optimization e.g. niching for success, fulfilling more of your customers’ needs (to increase lifetime value and amortize acquisition costs), and holistically building the kind of company that is deserving of success (versus treating CRO as a bolt-on afterthought)
5. Karl and Ben's quintessentially British wit and humor!
In the last 8 years I’ve read roughly a new book every week. Only rarely do I come across books that need to be re-read many times to fully internalize the lessons. Eugene Schwartz's Breatkthrough Advertising and John Caples Tested Advertising Methods are such books. To this short list, I now add Karl and Ben’s Making Websites Win. How can I not, with gems like these?
“How can you overcome the curse of knowledge? Design your processes for what you perceive to be a busy, lazy, drunk, amnesiac idiot—what lawyers call a “moron in a hurry” (really). Even geniuses with time on their hands will be grateful that you did.”
“conversion is not an afterthought. Conversion is identifying what type of company your visitors would ideally love to do business with…and then becoming that company.”
“A guarantee can be powerful, like a chainsaw. Used right, it can cut through customer objections. Used wrong, it can cut through profits. In this chapter, we’ll describe how to know if a guarantee would work for your business—and how to design and implement a guarantee that works.”
“Many people agree that they need to focus more. But they think that focus means concentrate. It doesn’t. Focus means neglect. As Steve Jobs said, “Focus means saying no to the hundred other good ideas.” Focusing doesn’t feel empowering; it feels embarrassing, upsetting, and scary. A sign that you are focusing is that you frequently cringe at the things you aren’t doing.”
“The best way to ‘beat your competitors’ is often to redefine yourself so that you have fewer of them.”
The one piece of constructive criticism I could offer is perhaps to introduce the case studies earlier and weave them more thoroughly into all the chapters. E.g. start with the GoHenry case study and then introduce concepts by referring to examples already shown.
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