Next in our Conversion Conference speaker Q&A sessions is Reid Greenberg, Director, e-Commerce & Direct Channels, Green Mountain Coffee Roasters. Green Mountain Coffee Roasters is recognized as a leader in the specialty coffee industry for its award-winning coffees, innovative brewing technology and socially responsible business practices. GMCR maintains two business units: the Specialty Coffee Business Unit, which includes the Green Mountain Coffee® and Tully’s Coffee® brands, and the Keurig Business Unit. The Company employs a combined total of over 1,400 employees.
Optimization, testing, user experience are all hot at the moment (and have been for some time). Small percentage changes in conversion rates can be the incremental revenue that moves the needle for your site. At the forefront of optimization is the ability for both large and small organizations to conduct simple A/B and user testing with extremely affordable budgets. Companies like UserTesting.com, AttentionWizard, UserFly and more make testing accessible for the masses. In fact, it’s shameful not to do it.
The biggest, most single mistake marketers make when it comes to optimization is not testing and not letting the data direct you. Going by gut or the creative lead’s opinion might be the calmer path but you absolutely need to test. Don’t be afraid to throw some crazy ideas out there – and then collect and analyze the results to help inform the best optimization for your site. I’d also urge site owners to hire smart developers who understand how code, site speed, cart issues and more can dramatically impact conversions. At GMCR we’re lucky to have intertwined user experience, developers and super-nice guys blended into individual people. And no, you can’t have their names.
Of course I’d have to say Tom Funk, the legend. He’s also my co-presenter and workmate so I’m a bit bias. My close second place favorite speaker to see is Steve Krug. Come on…the guy wrote the book on this stuff!
Any real, authentic NYC pizza house. Second choice would be the most popular food cart on the street with the longest line.
Reid Greenberg develops marketing strategy and provides organizational leadership for Green Mountain Coffee Roasters consumer direct web sites, b2b e-commerce and BusinessCoffeeExpress.com, including catalogs, online advertising, direct mail, and e-mail. Reid led the launch and marketing of Green Mountain’s b2b web site GMCRwholesale.com and small office direct web site BusinessCoffeeExpress.com. Reid previously was director of marketing & e-commerce for Ibex Outdoor Clothing. He also spent seven years at eBay and helped found Trillium Digital, an Internet marketing company.
See Reid Live!
Reid will be speaking with Tom Funk, his workmate at Green Mountain Coffee Roasters, about “Tactics from the Trenches: 10 Simple Things You Can Do Next Week to Boost Your Conversion Rates” at Conversion Conference East 2011 in New York City. See the full agenda and read more about this session.
Want to save on your Conversion Conference Registration? Follow Reid on Twitter and contact him to request a discount code!