RIP conversion rate optimisation

Conversion rate optimisation had a good run.

That run is over.

Sure, we need designs to be good. To give users the information they’re looking for. To be easy to use, easy to trust, with clear progression goals.

But ‘squeezing’ users to convert? That’s over.

Peppering them with “but wait, there’s more” conversion tactics? Over.

Done.

It’s not about optimising for conversions at all costs anymore.

It’s about giving people what they want, how they love to receive it, and making them want to do it again.

For example:

“A strong point of view” isn’t why some developers follow DHH, the creator of Rails and prominent Rubyist. It’s the feeling he gets their point of view (counter-cultural views), is entertaining to watch (he gets mad a lot), and they want to see what happens next.

“Great videos” aren’t why aspiring entrepreneurs follow Gary Vee. It’s the feeling he has what they want (large footprint, lucrative businesses), is enjoyable to watch (he comes across as fairly ready-fire-aim with his words), and they want to see what happens next.

“Great art” isn’t why designer toy collectors collect things like Kidrobot or Superplastic. It’s the feeling they sees the world as you do (challenging status quo), is enjoyable to look at (fun designs), and they want to be involved in what happens next (what limited-run products will drop, or what it reveals about you, or what conversations it’ll spark in the community, etc).

People don’t believe in gods for the gods. It’s the feeling they’re seen in lieu of their flaws, they love how it feels to be righted in that, and look forward to what comes next (usually a prosperous afterlife).

Even for fans of a dead artist’s work, there’s the feeling they found great work and love how it looks or sounds, and want to find other collectors and see what happens to the price of original goods and community of other fans. Most of the best dead artists have this to some degree around their work.

But conversion optimisation? That’s just to squeeze more commitment out of someone than they’re ready for.

Get them to engage more with the whole thing and they’ll barely slow down to notice your page A/B test.