Junior Web Analyst at Fairfax Digital
14 August 2009 06:09am
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.
Head of Usability & Conversion at PRWD
15 August 2009 14:08pm
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.
Customer Engagement Director at The Yolk
16 August 2009 12:36pm
I completely agree with Paul's feedback. The importance of being an evangelist within your organisation is key in helping manage their expectations as well as showcasing the benefits of measurement.
I would alo recommend looking at different angles of measurement from full cycle processes to drilled-down elements, and try to include composite information whereever possible.
CEO at Econsultancy
17 August 2009 10:08am
@Peter - my simplest piece of advice would be to start *doing* as much as you can and learn by experience. Set up your own site (e.g. a blog) and use all the great free tools out there to start experimenting and learning.
As an employer, the thing I mostly look for when interviewing is a genuine passion to do, in this case, optimisation and the best evidence I have for that passion is that someone is actually doing it because they *want* to - all the better if they're doing in their own time as this shows real commitment. Also, reading all the relevant bloggers and specialists out there to keep up to date with what's going on.
19 August 2009 07:45am
Thank you for much for your advice Paul, Azlan, and Ashley. I have added a few books to my to-buy list and will be setting up my Google Reader to focus on CRO blogs.
I feel excited and nervous at the same time (I gave up a career in accounting to pursue a career in search marketing/analytics, much to the dismay of my parents!).
Thank you again guys! Apologies for sending the thread slightly off-topic.
19 August 2009 10:54am
My pleasure Peter, and I'm sure you won't regret moving into your new career of search marketing, analytics and conversion optimisation.
On the subject of career change, going back over 15 years I was studying to be an electrical engineer with British Aerospace, and my new career choice certainly raised a few eyebrows at the time!
As for taking the thread slightly off-topic, I would say your request for advice was as good a place as any with the thread being focused in these areas.
Once again best of luck as your career develops..
Founding Partner at Realeyes
02 September 2009 14:45pm
Improving online business results (conversions, profit - whatever matters to the particular client) is the focal point of our engagements in Realeyes.
Quite differently to all others here, we work with attention data from infra-red based eye-tracking and focus on optimizing visual design. Clearly, visual is only one of the variables affecting the results, but it can often be THE problem.
Visual will play only increasing role over time as all other elements of conversion improve/catch-up across the field. People will always care about the interface in the end.
There's definitely much to be done in this never-ending field, so best of luck to everyone 'on the list'!
CEO at Foviance
04 September 2009 08:49am
Sorry for being so tardy in adding Foviance to the list (Thanks Matthew Todd) but decided (for once) to turn everything off whilst on holiday.
This is of course a huge opportunity for agencies like Foviance that combine quant/qual through the use of technology and methodology to drive conversion optimisation. I also think this combination offers genuine differentiation from tech only vendors and quant only vendors.
Too often conversion optimisation is seen as a hard and fast quantitative problem requiring a quantitative solution. We don't think it is exclusively so although clearly quant has a huge part to play - hence our acquisition of Applied Insights last year.
Understanding behaviour overlays a vital dimension; providing the "why" to the "what" that quant answers. This is increasingly understood as demonstrated by the list of agencies here and also Adrian from Google's note.
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