Career Changes: I Probably Should Be Studying
Ugh…this was a long week. A long, stressful week filled with challenges, pressure, and work. The shutdown has officially ended for me and I’ve returned to full-time employment.
While it’s been great because I can leave my apartment, move around (relatively) easily, and interact with other human beings physically, albeit from a safe distance. On the other hand, I have less time to work on my side pursuits — studying the Conversion Optimization mini degree. When the rare opportunity to study presents itself, the energy to actually do it is just not there.
I think I’ve taken a nap after work every day this week. I’ve started drinking coffee in the evenings to help cope with it. While it doesn’t help me stay awake during my study sessions, it does keep me awake until late at night. So I won’t be doing that anymore.
I’m just really confused as to whether I’m simply tired all the time or I’ve lost my motivation to study. To be perfectly honest, I did have my doubts about my ability to stay motivated for three months. But I naively believed that my desire to learn Conversion Optimization would overcome years of ingrained procrastination.
I hope I get my mojo back before I get too far behind schedule.
Conversion Research
I’m still on Conversion Research. There are twenty-three topics under this module and it seems like I’ll never finish it. Some of the topics are pretty straightforward, like Talk to Customer Support, Web and Exit Surveys, and Customer Surveys via Email.
These modules include so many examples of what to ask customers, how to conduct the surveys, and what software to use. Basically, an easy to follow process to get all the answers that will aid in optimization. That’s what I so appreciate about this course, it gives you everything you would need to do the work yourself. All that’s required is the ability to follow directions.
That being said, I’ve been on Funnels and Goal Flows for days now. I keep reading the same paragraph over and over but I’m unable to understand what I’m reading. I understand the concepts of Funnels, Goal Flows, and Reverse Goal Paths, but put together I’m dazed and confused. It almost seems like advanced Google Analytics.
I don’t want to just rush over it and move on because later modules may build on what I’m learning now. However, in the past, I’ve noticed that when I’m confused about a topic in the Conversion Optimization course, eventually I’ll learn something that makes it clear in subsequent modules.
I had similar issues with Ring Model and Google Analytics Health Check. The Google Analytics Health Check, in particular, made me want to go back to the Google Analytics course to review the material because I could have sworn I had never heard of some terms before. The module included a video but I did not understand what I was watching.
As I’m typing this I realize that I’m overreacting because I have Google Tag Manager for Beginners and Google Analytics audit coming up in this unit. After those two modules, I’ll most likely be better able to understand the modules that I’m struggling with now. I can’t believe I wasted all this time worrying for nothing.
I’m really excited to try Mouse tracking, Click Maps, and Scroll Maps on a live site. I can just imagine the insights I could gain from such tools on optimizing a website. Couple that with Talk to Customer Support, Web and Exit Surveys, and Customer Surveys via Email, you’ll find so many ways to improve conversion.
These tools seem so easy to learn if someone wants to learn it. I wonder why more websites aren’t utilizing them to improve their conversion rates. I wonder why Conversion copywriting isn’t more popular with organizations that want to improve sales/conversions.
I do realize that if I hadn’t wanted to go into conversion copywriting, I probably would never have found CXL Institute or this course. But why is it all such a secret?
The Secret World of Conversion
This week I visited a website while at work, and as I went to click on one of their tabs, that movement triggered an exit survey. Aside from other copywriting websites, this is the first time I’ve ever encountered an exit survey. I usually get pop-ups, asking for my email address in exchange for some random ebook or case study or something of the sort. But rarely do I get surveys asking about my experience on the website.
I was so excited to see one out in the wild, I let out a little shout of surprise in the office. While I did not fill it out (yes, I’m one of those customers) I was happy to see that the company was taking pains to improve their conversions.
Which leads me back to my original question, why is Conversion Copywriting not more popular? Some people don’t even know what it means or why it’s different from Copywriting or think anyone can just do it. With the impact it has on improving online sales, why aren’t companies looking for Conversion Copywriters like a lioness chasing after a Zebra?
With the pandemic, it’s crystal clear (at least it’s clear to me) that online is the way to go. Any company that doesn’t have an online presence is playing around. They’re not serious about their business. So if you have a business and you have an online presence, why haven’t you engaged someone to help you improve your site in a way that will increase your sales?
I see so much room for growth for myself in the Conversion Copywriting field. I feel it’s largely unchartered territory. It’s not like blogging where everyone is doing it (including me). There are so many areas available for someone to establish themself as an authority.
Perhaps you don’t even want to go into Conversion Copywriting. Maybe you want to start your own business, these are skills that will help you improve engagement with your customers and improve your sales. It is the best investment you could make for yourself, in any way you look at it.
