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ppc | display | cro | analytics | training
Contents
• Style vs. Substance
• Best Practice?
• Success Stories
ppc | display | cro | analytics | training
Challenge the HiPPO!
CRO is a great way to prove your boss wrong!
ppc | display | cro | analytics | training
You Don’t Have to Sacrifice…
High Performing
Landing Page!
CRO can help achieve the balance
ppc | display | cro | analytics | training
1. Relevant Headline
Make headlines as relevant as possible.
ppc | display | cro | analytics | training
2. Compelling CTAs?
Most
Com
pellin
g?
Make an effort with CTAs. Don’t go with the default.
ppc | display | cro | analytics | training
3. USPs… So what?
?
P
Be short and direct with USPs that mean something.
ppc | display | cro | analytics | training
4. Client Testimonials
Client stories sell your service, success and process all at once.
ppc | display | cro | analytics | training
5. Content Without Clutter
Find clever ways of displaying more substantial content.
ppc | display | cro | analytics | training
So, Do You Just Apply These Rules?
Golden Rules?
Proven to Work?
Must Haves?
Template?
Principles?
No…
You need to test, test & TEST!
ppc | display | cro | analytics | training
Uncover Data Driven Testing Ideas
WEB ANALYTICS
AUDIENCE
PAID SEARCH
Ad copy
Keywords
Landing Pages
Targeting
USER TESTINGROBUST TESTING
HYPOTHESES
SURVEYS ETC.
Consider best practice, but use data to steer tests.
ppc | display | cro | analytics | training
Button “Call to Action”
VS VS VS
ORIGINAL -1.4% -6.5% +12.2%
ppc | display | cro | analytics | training
Our Approach
Pen Portraits
1 IDENTIFY
2 PLAN
3 PRODUCE
4 TEST
5 ANALYSE
REPEAT
Target Audience Analysis
IDENTIFY: TOOL KITPROCESSWeb Analytics
ReviewCompetitor
ReviewUser Testing Cognitive Walk-
Throughs
IA Review
Prioritised Actions
Impact Assessment
Hypotheses Development
Goal Setting
Benchmarking Testing Plan
Landing Page Scorecard
WireframingCopywriting[Design] [Build]
Testing Set Up & Monitoring
MV TestingA/B Testing
ROI Analysis
Reporting Business Learnings
ppc | display | cro | analytics | training
Produce
• It is unlikely you will include all of this
• We’d assess what compelling content you have and prioritise it accordingly
ppc | display | cro | analytics | training
Test
ORIGINAL VARIATION 1
Traffic randomly split between variations.
Winner only determined once the test has been proven statistically significant.
ppc | display | cro | analytics | training
Is there a business case for CRO?
1. What does your traffic cost to acquire?
2. What are your current main landing pages?
3. What is your current conversion rate?
4. Effect of 50% conversion rate increase?
Where we start…
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