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Calling all professional “tweakers”

November 3, 2006 on 7:26 pm | In Internet Marketing | 3 Comments

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David Koopmans from Mokum Marketing recently wrote a thought provoking post about “professional tweaking” – about not providing the whole service (web design, lead generation etc.), but rather tweaking the leverage points in a particular process to produce greater results.

This is an area that I am increasingly moving into, particularly in the area of website lead generation.Â Most companies have a huge amount of potential lying dormant in their websites.Â I provide a managed lead generation service that can include setting up advanced analytics and conversion tracking, multivariate testing and optimisation of traffic streams to produce enhanced lead generation results.
Tweaking can be a very highly-leveraged activity, because any incremental improvements are compounded…it can be relatively easy to generate 50 or 100% improvements.Â (Recent Marketing Results client Fuji Xerox Australia experienced a 100% increase in web lead volume, with lower costs, in only 90 days [read the case study here])

Tweaking also benefits the provider. Â Why build the whole car when tuning the engine a little can boost performance substantially?Â Many consultants and service providers tend to justify their fees in terms of volume of work product.Â Â Whole websites get torn down and build back up again when a structured, analytical improvement process may actually produce faster and more dramatic results.

The lesson?Â “Tweakers” should set their fees based on results.Â This is certainly the way my business is heading as I work with fewer and fewer clients, more intensively.

What are your perspectives on tweaking?

Will

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Completely agree with the concept but at I find this is a problem at the implementation level. As a Digital Marketing Agency we often need to interact with an existing customer’s suppliers and the majority put as many fences in the way as possible. It gets to the stage where taking over all services becomes more viable than tweaking that which an existing supplier feels he owns.

Peter Swain
Forward Slash Media – The South West’s New Digital Marketing Agency, Focussing on innovative solutions to online challenges, backed up by 10 years of web design and development experience.

Comment by Peter Swain — November 24, 2006 #
Hi Peter – thanks for your thought-provoking comment. I agree that “political” issues can get in the way.

Two possible solutions:

1) Where the company is a big, they may have their own web team, and you simply form a project team with them to get things done.
2) Where the company uses outside suppliers, you get access to all the files and info you need, do the work, then hand it back to the client. There is not much opportunity for the other party to obstruct without being obvious about it.

Implementation of *all* web work can be a hassle – I guess the tweaking model just has a different set of hassles from other types of work.

Cheers

Will

Comment by Will — November 24, 2006 #
[...] So where does this leave website designers/developers? I believe there will still be plenty of work designing the look and feel of sites and implementing the CMS’s. There’s a huge opportunity for more savvy firms to move into tweaking websites to improve their marketing results. [...]

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