Sins & Wins of Conversion Optimization

Graeme McLaughlin

Sins & Wins ofConversion Optimizationlessons learned from an in-house team

Graeme McLaughlin

Overview

1. the Sins (what we got wrong)

2. the Wins (what we got right)

3. what Worked (did we make a difference)

Graeme McLaughlin

The Sins

What we got

wrong

Graeme McLaughlin

Sin #1

We were

not readyfor CRO

Graeme McLaughlin

Sin #2

CRO & LPO are

not the same

Graeme McLaughlin

Sin #3

We started small

and

wasted time

Graeme McLaughlin

The Wins

What we got

right

Graeme McLaughlin

Win #1

We started testing before the

landing page

Graeme McLaughlin

Win #2

We kept a

diaryof all tests

Graeme McLaughlin

Win #3

We asked

questionsand shared

results

Graeme McLaughlin

The Results

The following

worked for us

Graeme McLaughlin

The Results

• Test price vs benefits(benefits won)

• Track micro-conversions(look for trends)

• Make lead forms simple• Optimize offline sales process

Graeme McLaughlin

Any Questions?

?

Graeme McLaughlin

Thank You

@GraemeMac on twitter