Sorry, but conversion optimization isn't 'set it and forget it'

Are you ignoring your conversion optimization initiative?

• Your alarm clock is ‘set it and forget it’.
• Your house alarm isn’t, because you need to turn it on and off as you come and go.
• Your automatic account balance text alerts from the bank are ‘set it and forget it’.
• Your automatic coffee maker isn’t, because even if it clicks on at the same time every morning and starts brewing, you still have to replenish the beans (unless you like to drink hot water).

 All of these things work well, whether you set it and forget it or need some manual intervention. Sorry to be the bearer of bad news, but conversion rate optimization isn’t like that.

Sure, you can get some software and set up some rules/logic and walk away. And you might get higher conversion rate as a result. But at some point you need to be analyzing the outcome and deciding what to do next. While ‘set it and forget it’ conversion optimization might bring you results, it won’t bring you continual improvement. So, if you set up your tests and walk away, that’s fine. Just don’t expect greatness.