How to Win Big Using Conversion Rate Optimization with Justin Christianson, Co-founder and President of Conversion Fanatics

Justin Christianson is the Co-founder and President of Conversion Fanatics, a customer-centric conversion rate optimization agency. Conversion Fanatics helps companies increase their sales conversions and marketing performance by over 30%. The agency’s past clients include Burt’s Bees, Renew Life, Ministry of Supply, and more.

Justin has over 20 years of experience in digital marketing and company growth. He is also a Member of the Forbes Agency Council and the author of the best-selling book, Conversion Fanatic: How To Double Your Customers, Sales and Profits with A/B Testing.

Here’s a glimpse of what you’ll learn:

Justin Christianson talks about the life lessons he learned from his days as a competitive bull rider
Justin’s philosophy about conversion rate optimization (CRO) for ecommerce brands
Why you have to be patient to achieve successful conversion rates
Some of Justin’s top CRO tips
The biggest mistakes brands make when approaching CRO
Justin shares a recent success story about how he helped a company double its conversion rates
The roles that psychology and user experience play in CRO
What can you expect from working with Justin’s company, Conversion Fanatics?
Justin’s personal and professional priorities and how they have shifted over the years
Justin shares some books, companies, and resources that have made an impact on his life and career

In this episode…

In the ecommerce world, most brands understand the importance of SEO. However, there is another key component of gaining the most revenue and profit from your advertisements and web pages: conversion rate optimization (CRO). So, how exactly can you start leveraging CRO for your business? Justin Christianson is here to help.

Justin is the Co-founder and President of Conversion Fanatics, an agency that helps businesses boost their conversion rates and marketing performance by over 30%. He is an expert on the ins and outs of CRO and has seen brands skyrocket because of his efforts. Now, he’s here to share his secrets with you — from the importance of FAQs pages to the common CRO mistakes to avoid today.

On this episode of the eCommerce Profits Podcast, Joshua Chin sits down with the Co-founder and President of Conversion Fanatics, Justin Christianson, to talk about everything you need to know about conversion rate optimization (CRO). Together, they discuss the CRO waiting game, how to effectively optimize your website home page, and the importance of user experience for boosting conversions. You don’t want to miss this jam-packed episode!

Resources Mentioned in this episode

Special Mentions:

Sponsor for this episode

This episode is brought to you by Chronos Agency.

If you are a direct-to-consumer ecommerce brand that wants to unlock the optimum customer lifetime value through email marketing, then look no further than Chronos Agency!

Our team of passionate email marketing experts have helped hundreds of brands generate over $70 million in return from email alone, and our clients receive an average of 3500% ROI from our efforts.

Chronos Agency has worked with a variety of brands, including Truly Beauty, Alya Skin, and many more. Our mission is to help real businesses achieve real results.

If you want to take your revenue to the next level using email marketing, be sure to email our team at sales@chronos.agency or visit chronos.agency to learn more.

Episode Transcript

Intro 0:04

Welcome to the eCommerce Profits Podcast where we feature top founders and experts in the ecommerce industry and take an in depth look at the struggles and successes in growing ecommerce brands profitably.

Joshua Chin 0:21

Josh Chin here I’m the host of the eCommerce Profits Podcast where we feature top experts and shakers in the ecommerce industry. And we go behind the scenes and struggles and successes in growing a brand. Now this episode is brought to you by Chronos Agency, if you’re a direct to consumer ecommerce brand is ready for next level growth and to unlock the optimal customer lifetime profits through email marketing. Chronos is your company. We have helped hundreds of brands get over $17 million in return from email alone and our clients get an average of 3500% ROI from our efforts. We’ve worked with brands like Truly Beauty, Alive Skin, The Udi, and many more. Now the next step is to email us at sales@chronos.agency to learn more. Or you can go to our website, Chronos.agency to read a read about us and find out more. Now, today’s guest is Justin Christianson, the Co-founder and President of Conversion Fanatics, a full service conversion rate optimization company helping ecommerce and SaaS companies like Burt’s Bees, Renew Life, Ministry of Supply and many, many more increase conversions and marketing performance by 30% to 1,850%. Justin, welcome to the show.

Justin Christianson 1:48

Thanks for having me, Josh.

Joshua Chin 1:50

First question. Now, before we hit record, we’ve talked a little bit about some of the things that most people wouldn’t know about about you. And you told me that you were a competitive rodeo bull rider throughout your teens. Tell me a bit more about that and how you transition from being a bull rider to entrepreneurship and running a business.

Justin Christianson 2:14

I don’t even know about that, the transition. But yeah, I grew up in I grew up in a very, very small town of about 400 people in a very farming and ranching rural community, where I just kind of grew up around rodeo and horses, and animals and farming, and we got into, you know, fell in love with the sport or rodeo and, you know, rode anything that I possibly could, in my childhood, which transitioned into, you know, becoming an actual and starting to compete as a bull rider, I did that from the time I was like, 13, all the way up till I was like, 21 when I got put in the hospital for seven days in a rack from bull riding. And, you know, vowed that, basically my dad said he disowned me if I did it anymore. So I continued on and, you know, found, you know, luckily, my dad was very entrepreneurial. I always had something, something going and working or working for himself, and, you know, just instilled that hard work ethic and then the confidence that brought on I guess that’s my tie in is, you know, there’s a lot of confidence building that comes and you got to work on yourself both physically and mentally to be a competitive ball writer. I mean, it’s, it’s not for the faint of heart. It’s, it’s obviously you’re climbing on a wild animal, and, you know, that’s sole mission is to throw you off their back, and, you know, doing what we possibly can there. But yeah, just build a built a lot of confidence into my early 20s. And really just set myself up for, you know, you’re gonna fail, but you just got to try harder next time. And that’s kind of what it is, you know, if you don’t, if you don’t win, and you don’t do what you’re supposed to do in the in the rodeo arena, you’re not going to do it, you know, you’re not going to get paid, or you’re not going to, you know, earn that paycheck. And that’s kind of the transition and I guess mindset that comes to it. When running your own business and being an entrepreneur, you know, if you don’t perform if you don’t show up every day and do your stuff, and, you know, you’re not going to get paid. And, you know, there’s a lot of tie into a lot of it. And I guess it’s just it’s a lot of failure to lead to success.

Joshua Chin 4:45

It’s incredible. And I think it shows in your work ethic. I know you’re very very, very hard working and you’re one of the most passionate individuals that I know, in the space of conversion rate optimization, from the outside looking in, it is a pretty dry topic. But when you when we start to kind of think about it, it’s, it’s literally printing money, like every 1% improvement is 1% additional cash and profits in your pockets. So I’d love to dig a little bit deeper into your approach to kind of your philosophy or an optimization for ecom brands.

Justin Christianson 5:32

Mm-hmm. Yeah, I mean, it isn’t, it isn’t the sexy topic. It isn’t, you know, people just kind of think, you know, it’s not a, it used to be not a need to have, you know, or must have. And now it’s becoming that, as you know, brands evolve and change. And my philosophy around it has changed. You know, as we’ve shifted in, particularly in the last year, and everything that the world has been through, brands have been forced to change, and forced to shift and marketing has had to change. And I come from a very strong direct response marketing background, and it’s becoming less and less of that. It’s not the Go, go, go sell, sell, sell, promo, promo promo, all the time, which a lot of cases that used to be you know, everything was an excuse to run a sale or a promotion, or, you know, launch a new product or do whatever, there’s some of that, but we’re finding that it’s less about the immediate instant gratification than it is the long term scalability and the viability and growth and the experience that you create for the on site visitors and how they interact with the brand, because they become your biggest advocate, you know, with the today’s social world. You know, and the omni channel approach, you don’t know, like, if I run a split test, and I say, okay, button a performance better than button B, we don’t know that we can’t quantify and put a number on a spreadsheet of the lasting impact that an improvement in that experience is going to be because if I make a better experience, that might impact customer support complaints that might, you know, impact cost per acquisition on ad that might impact the referral focus, it might impact, you know, how email marketing performs and the impact there because I’m making a better experience on site. It’s those people that we and I’m seeing a shift in the mindset of a lot of business owners too in that you can’t just pound pound pound, go go go sell, sell, sell.

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