All the parts in your Marketing are inter-connected. It’s a complex system.
Some Marketers foolishly focus on a single part and optimize it. They don’t consider the repercussions of this optimization on the whole system.
“Oh, the business is low. Let’s see what the problem is. Oh, the Conversion Rate of the Landing Page needs to increase. Currently, it’s at 1.32%. Let’s aim at 2.5%. Because when that happens, the business will improve.”
And then they put all their efforts into improving this conversion rate. They use the best practices in CRO. The Call To Action button is made bigger. The user is given all the information in the first fold.
And sure enough, the number of leads increase. But the quality decreases. And hence, the profit is reduced further.
This is an example of Linear Thinking.
But perhaps, the landing page is not at fault. Perhaps, you need to zoom out further, and you need to step back and look at your business as a whole. This type of zoomed-out thinking is known as ‘Systems Thinking’… and sadly, most of us don’t indulge in it.
In this episode, Shyam and I talk about the difference between these 2 types of thinking.