“If you can layer gains in different areas, you’ll find it easier to stay on the exponential curve. So, if you have increased your conversion rate by 20%, it may get increasingly difficult to push that metric higher. But, if you increase organic search traffic by 20%, those improvements multiply—there’s more traffic, and you are converting more of it. You’d actually see a 44% positive change.”
It’s hard to wake up and say, “I’m going to get 50% more subscribers this month!” Wouldn’t it be a lot easier to accomplish if you said something like, “I’m going to increase performance by 1% on 5 media channels.” Roger Dooley of Neuromarketing says that these incremental improvements actually work better to improve a broader goal.