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How to Consistently Increase Conversion

Daniel Burstein

Johnson & Johnson Vision Care makes billions of contact lenses every year, and when a customer buys a box of contacts, they’re all the same. All the same color, same shape. No contact is even slightly out of proportion. If they were, customers wouldn’t be able to see, and that would be a lousy customer experience. 

Of course contact lenses are consistent, but can the same be said of marketing?

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According to its literature, Johnson & Johnson uses a “multi-patented process that took years to perfect.” Business executives in countless industries have repeatable methodologies and processes, such as Six Sigma and total quality management, that ensure consistent, high-quality customer experiences with a physical product—from massive Boeing 747s to diminutive Toyota Corollas.

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Daniel Burstein is the senior director of content and marketing at MECLABS Institute. He oversees all content and marketing coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the marketing direction for MECLABS .