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This presentation is from eMetrics 2010 in Toronto. My session covered the lessons learned from running a conversion optimization program in-house. Feel free to follow up if you have any questions.
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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
