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Basics of Conversion Rate Optimization
Mima Summit 2010
Scott Miller, CEO Vertster.com
@optimizeit
What is Conversion Rate Optimization (CRO)
PPC/SEO/ Demand Generation widens the top of the funnel
CRO makes the bottom of the funnel fatter
End result- more leads, sales, customers, happiness
PPC Traffic
Conversions
4 Things to do Before you Begin
1. Make sure your site works!!!!!
2. Double check your forms
3. Improve Load Times
4. Consider upgrading old HTML- CSS Based layouts work best
#fail
Before you Begin
1. Make sure your site works
2. Double check your forms
3. Improve Load Times
4. Consider upgrading old HTML- CSS Based layouts work best
Table Layout
CSS – XHTML Layout
5 Tactics for Increasing Conversion Rates
1. Your Gut/ Bosses Gut Instinct
2. Follow the Herd/ Best Practices
3. Leverage Public Test Data
4. Run your Own Tests
1. Use your Gut Instinct
It “Feels” right Have to do it to
keep your job Requires no
research or effort Relies on your
own Expertise
PROS
1. Use Your Gut Instinct
Usually wrong Completely
Subjective Could lose your
job if you are wrong
“Experts” are wrong frequently
CONS
2. Follow the Herd/Best Practices
Ideal if you don’t have enough traffic
Easily Accessible There are a wealth
of “experts” Great starting point
for new sites or if you need to start testing
PROS
What works for many does not work for all
Your competitors can are doing it too
CONS
2. Follow the Herd/Best Practices
Best Practices: 7 C’s of Conversion Optimization
1. Capture Attention
Use “YOU” in your copy
Write to the benefits of the user
Use “action” phrases
2. Maintain Consistency
PPC creative to Landing Page Message Match
3. Make it Clear- (Keep it Simple, Stupid)
4. Clarify Offer/ Value Proposition
5. Boost Credibility
6. Create Scarcity
7. Close the Sale
7 C’sSumma
ry
1. Capture the attention of the Customer
2. Maintain Consistency throughout the experience
3. Make it Clear What the User is Supposed to do
4. Communicate the Unique Value Proposition
5. Instill Credibility in your Company
6. Create Scarcity to Increase Demand
7. Close the Sale
4. Leverage Others Test Data
Similar to Best Practices
Proven Data More and More
resources all the time
Difficult to get Test Data for similar sites
What works for one site does not work for all
PROS CONS
5. Run a Test on your Site
Get real, actionable, objective data
Tools are available for all budgets
Ever increasing number of “experts”
It is technical Requires a
statistically significant amount of traffic (lots).
Can give false positives.
PROS CONS
How to Roll your Own Tests
1. Plan your Strategy
2. Have clear, defined goals
3. Select an Agency/Vendor or use GWO
4. What type of Test should you run?
What Type of Test?
A/B:
Easy to understand
Requires less traffic
One in Three tests get a lift
Multivariate:
Increased odds of seeing lift
Takes longer to get results
Requires up-front investment
Easy High Impact Tests
Buttons: Size, Position, Copy, Color Value Proposition: Headlines, Copy,
Product Shots Offer: Scarcity, Credibility, Promotion Usability: Font Size, Number of Form
Fields, Length of Page Media: Animation, Video, Audio,
Spokespeople
Tech Talk: What is Possible
Simple Stuff:• Different Complete
URLs• Headlines• Images• HTML
Advanced Stuff:• AJAX/Jquery• CSS Style Sheets• Javascript• Dynamic Content
Injection
Case Study: Search Landing Page
MVT – Four Variables, 81 Recipes– Header– Top Navigation– Main Nav– “Pre Results”
Goal: Click on Outgoing Paid Ads
Overview of Test Design
Results
Removed Message Removed
Navigation Removed
Breadcrumbs
40% Lift
Example: Sitewide Credibility
The Age Old Question…
Is the Security Seal worth the money?
Example: Sitewide Credibility
With a Twist…
What if you make your own seal??
A/B/C Split Test All Traffic/ Pages
(SWO) Several Hundred
Online Stores Goal: Sales
Conversion/ RPV
Overview of Test Design
What do you think?
Results
“Name Brand” Seal was best
Better to have no seal than homemade seal
Homemade reduced RPV by 5-10%
3 Takeaways
1. People spend/share more when they feel safe
2. Be cognizant of experimental noise
3. Don’t Ignore Segments- Dayparting, URL parting, etc are important with SWO.
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