At first, I thought my friend, Karl Blanks, got a degree in rocket science just so he could make room silencing jokes about it.
Now, after seeing an article in CNN Money entitled, “Google’s favored rocket scientist?,” it’s clear there’s evergreen PR value in his degree…besides the added rocket fuel he brings to the marketing table as a Cambridge trained rocket engineer.
But really, Karl’s success isn’t rocket science. (Last rocket science joke, I promise.)
Last year, he related the story of being hired by large corporation to find out why people bought xyz widget.
So what did he do?
He went to a remote country fair — heck, it looked like the Scottish highlands — and stood at a concession table for 6 hours asking prospects and customers a series of core question about the product: how they felt about it, what made them buy it over competing products, would they pay more for it, etc.
By the time he was done, he knew more about that widget than the widget manufacturer did and was able to get down to site optimization with as close to perfect information as any marketer can hope for.
He and his partner, Ben Jesson, just put together a report on “How we increased the conversion rate of Voices.com by over 400%.” In this fast reading report, they mention four things that gave them quick wins during their conversion rate overhaul.