Low Hanging Fruit: Cherry Picker or Lettuce Picker?Aug 20th, 2009 | By John Quarto-vonTivadar | Category: Featured, Headline, Landing Page Optimization, Optimization & Testing
When you think of a cherry picker, do you conjure up images of someone who only picks the easiest or ripest fruit? Or does it perhaps have some artisanal connotation, waiting until only the proper time before action is taken? Is that how you go about optimizing your web site?
Or are you a lettuce picker? The sort of person that toils for long hours in the field and accomplishes an honest day’s back-breaking labor of work that most white collar business execs would consider a less-than-optimal career.
That fact is, when it comes time to harvest, virtually the entire crop must be worked on at the same time. You don’t have time to cherry pick, and anyway the average business isn’t expert enough in how and what to optimize to know which portion of the crop should be cherry picked. Instead, when that crop is ripe, it’s time to get out there in the field and put in a 14-hour day getting it harvested.
Often when we speak wiith prospective clients, they have the impression that there is some magical formula that leads to higher conversion rates and that it can be achieved without any hard work or commitment. The reality, however, is that our most successful clients who enjoy on-going regular improvements of 40-80% in their conversion rates year after year are the ones who are implementing change on a regular basis. They’re lettuce pickers, and not so proud as to let hard work get in the way of increased revenue.
Are you a hard-working lettuce picker when it comes to your website? Are you guessing at what changes will improve your site? Or do you work diligently every week, every month, and every quarter to effect continuous improvement?