Marketing optimization expert Bryan Eisenberg often refers to what he calls the “Holy Trinity of Conversion Optimization”. When going through one of the presentations Bryan gave at an edition of our Fusion Marketing Experience events, it struck me how related his conversion trinity is to what we often talk about in content marketing and some lessons content marketers can learn from it.
Bryan Eisenberg has been covering his trinity of conversion optimization often, among others on MarketMotive, founded by Avinash Kaushik. Bryan is MarketMotive’s faculty chair of theconversion optimization certification course by the way.
With the “Holy Trinity”, Bryan combines his long conversion optimization experience in a kind of ‘formula’ which is in a way a reminder and guide for marketers to optimize their conversion, irrespective of the online property and channel. That’s not an unnecessary luxury if you know that Bryan Eisenberg defined over 1,100 parameters that influence conversion in the first book he wrote with his brother Jeffrey.
The lessons in these first books are still very relevant as you’ll notice. I can’t repeat enough how much younger generations can learn from classics such as the books of Bryan, Gerry McGovern (also a previous speaker and conversion and customer experience expert who knows the power of words and content) and many more.
