For years, I’ve been searching for better and better ways to explain what it is that I do as a Conversion Optimization specialist, and to encapsulate the value I bring to marketing organizations.

I’ve heard that you should be able to explain your job to your grandparents. Anyone who works in new media, web, or technology knows how challenging this can be!

For those in the web industry, I could easily argue that Conversion Optimization is a sub-skill of User Experience (UX) design. I’m constantly experimenting with, and trying to improve, the experiences that users have on websites so that they’ll be more likely to buy, become a lead, etc.

But, that last paragraph is useless when you’re explaining Optimization to your grandparents, or even to marketing executives that have lived most of their lives in the years “B.I.” (Before Internet).

So, in this post, I’m proposing a new metaphor that I’ll be testing in the near future with grandparents, clients, and maybe even strangers at dinner parties!

Drum roll, please… Continue reading →