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Conversion Rate Optimisation (CRO)
• Background
• How to Get Started
• Examples
Content
Background
What is CRO?
Small Incremental Improvements….
Tailored and Relevant Experience
The Amazon Example
Amazon – Continual Improvement
Late 90s
Early 2000’s
Mid 2000’s
Late 2000’s
Today
How Amazon Has Evolved
Discovery (Know what users did)
Content Targeting (customer segments)
Testing (Know what users WANT to do and WHY)
Automated Optimisation (Personalisation)
Personalisation (Across Channels)
CRO for Amazon = Revenue
Source: Market Motive 2012
$92 -$1
Barriers to Getting Started
Barriers
The 2013 Digital Marketing Optimisation Survey
How to Get Started
Steps 1 & 2
Discovery (Know what users did)
Content Targeting
Testing (Know what users WANT to do and WHY)
Automated Optimisation (Personalisation)
Personalisation (Across Channels)
Discovery
Discovery Starts With Asking Questions?
Who are your visitors?
What are your landing page bounce rates?
Which section of your forms do users most commonly exit?
What is your conversion at each stage of the conversion funnel?
Where are your visitors exiting?
What do your visitors say about your site?
What is your shopping cart conversion?
What images do your users best respond to?
What and Why
Conversion rate Optimisation Report 2012
Companies who integrated usability testing and analytics well were more than 2x as likely to have seen a large increase in sales as those that didn’t
Tools To Help With Discovery
What
Why
Quantitative Qualitative
Understanding Strengths & Limitations
Functional
Accessible
Usable
Intuitive
Persuasive
Strategy
Prioritisation
Testing
Typical Testing Options Roadmap
Landing Page
A/B Testing
A/B n Testing
MVT Testing
Time
Complexity
Summary
Discovery
Strategy Test
Scope
Execution
Design
Report
Benchmarking
Site Audit
Data Analysis
Performance Prioritisation
Roadmap
Test Strategy
Examples
What do we test??
What to test?
Testing Trust Elements
• Adding ticks improved performance by 1.41%
• Replacing ‘VeriSign’ with FTSE and other associated logo’s improved performance by 9.87%
• Overall winner improved performance by 24.54%
Testing layout and navigation
Variants
B C
D E F
WINNER
A
Best Performing Page – Variant F
• The leading variant dominated the other variants from the outset and ended with a 327.37% uplift against the control.
Testing Call to Action & Value Proposition
Testing Call to Action & Value Proposition
Variants
WINNER
B C DA
Winning Variant Metrics
Winning Variant
• Conversion rate: 1.83%• Conversion uplift 48.14% • Confidence: 98.18%
• Monthly Subs uplift: 182• Monthly revenue uplift: $14,477• 6 Month uplift: $86,865• 12 Month uplift $173,730
WINNER
Summary
Summary
• What is CRO?
→ Turning more Visitors into Customers
• How is this achieved?
→ Continual incremental changes
• What methods can I employ?→ Discovery → Strategy → Test
Summary
1. Reading
THANKS
CONTACT:[email protected]