Welcome to Tactical Maneuver Hell.

On a personal level, the entrepreneur is stressed out and doesn’t know what to focus on next.

On a company level, either none of the tactics get traction or if they do, there’s no system to scale them up.

Add in the idea that driving traffic is expensive, and it’s a no-win strategy.

Tactical Maneuver Hell sucks up time and energy. How do I know? I wallowed in it at my own retailer when growth plateaued for a year.

After a year of plowing money into every traffic idea imaginable, I became fed up. I sat back and thought about acquisition. I realized that there are only two components to new customer acquisition:

1. Traffic and
2. Conversion

You’ve got to drive traffic to your site. You have to convert that traffic into customers.

That’s it.

I realized that I had been going blindly after #1 while completely disregarding #2.

Increasing conversions from existing traffic (called conversion rate optimization, or CRO) also improves acquisition.

And increasing conversions is so much more appealing than driving traffic...

1. First, it’s powerful. Increase your conversion rate 30%? You’ve increased your revenue 30%. And that 30% increase is par for the course if you haven’t done much CRO already.
2. Second, it’s much cheaper than driving traffic. It usually involves tweaks to your own web presence as opposed to throwing money at ads.

Indeed, CRO is a true “small hinge that swings big doors.” Improving your conversion rate today will improve your traffic efforts tomorrow.

But there is a right way and a wrong way to improve your conversion rate.

The wrong way is by repeating the three mistakes I mention above. You do not want to engage in one-off AB tests or aim to try every CRO hack under the sun.

Doing so would send you right back to Tactical Maneuver Hell.

No, you want a focused CRO system. A tested way to stack the bricks in your favor. A way that increases your conversion rate systematically, using every marketing technique at your disposal.