Conversion Optimization eTail Canada

May 12, 2015

Guillaume Bouchard

 CEO, iProspect Canada

2

Game Plan Who is iProspect?

What is Conversion Optimization?

Conversion Optimization Process

1

2

3

Common Roadblocks 4

5 Conclusion

3

Who is iProspect?

4

We Simplify Digital Complexity  

5

Canada’s largest bi-cultural digital performance agency.

2 offices: Montreal, Toronto.

Over 85 passionate digital practitioners.

10 years of billingual Canadian expertise.

Network of 3000 specialists across 50 countries.

iProspect Canada

6

We are a story of growth and performance.

2005 2008

2013 NVI opened its Toronto

office

NVI becomes iProspect

Natural Search

Paid Search

Analytics

Social Media

Conversion Optimization

1996

iProspect founded in

Boston

Founded in Montreal

10 years of digital

performance

2015

7

EIGHT GLOBAL NETWORK BRANDS

SIX SPECIALIST BRANDS

PLUS 55 LOCAL BRANDS

8

We Deliver Excellence Everywhere  

10 NORTH

AMERICA  

39 EMEA  

18 APAC  

5 LATAM  

9

Guillaume Bouchard CEO, Canada

TORONTO

MONTREAL

2 OFFICES  

2 LANGUAGES  

70+ CLIENTS  

85+ EMPLOYEES  

CANADA

10

What is Conversion

Optimization?

11

Conversion Optimization is the process of continuously improving a website or landing page to create the most effective experience for new and recurring customers.

Conversion Optimization  

12

User Experience

(UX)

Analytics

User Testing

Visual Design

Performance Marketing

Web Development

Copywriting

Ergonomics

Conversion Optimization  

13

•  In a complicated digital environment, Conversion Optimization provides a scientific method to effectively measure the efficiency of your digital

platforms.

•  By gaining insight on what works and what doesn’t for your target audience, you can develop best practices to increase revenues (directly or indirectly)

from your website.

14

Why is Conversion Optimization Important?  

15  

CONVERSION OPTIMIZATION THE ULTIMATE

PROCESS

1. ASSESS CURRENT

SITUATION

3. TEST

4. REVIEW,

LEARN AND SCALE

2. LIST HYPOTHESES

15

Common Roadblocks

16

Roadblock #1 Risk Management

17

Risk Management  

18

“

”Conversion optimization is expensive and results are uncertain.

Look at the cost as an investment

Risk Management  

2

Calculate your expected ROI

3

Determine how long it takes to get positive ROI

4

Determine project cost

1

19

The iProspect Guarantee  

Provide a total project cost (without any

surprises)

2

20

Give the project

feasibility

1

Guarantee performance improvement

3

Business Case - DHL  

21

179%

LEADS INCREASE  

Roadblock #2

Test Culture

22

Test Culture  

23

“

“

”Going through the process again doesn’t feel right, especially after

taking 1 year to develop the website.

Test Culture  

24

“

Quick Wins Necessary Action On Hold

Elements that can easily be changed

Major issues that require immediate planning & development cost

Elements that require further development,

but can wait

Testing does not necessarily mean going through drastic changes. When

identifying things to change, one can classify them into:

1. Quick Wins  

25

“

Examples of elements that can easily be tested and implemented:

•  Copy

•  Placement •  Colors

2. Necessary Action  

26

“

Examples of elements that must be tested and will require effort:

•  Forms on mobile

•  Pricing options and the layout of the pricing table

•  New creative content Users only see the first 2 columns of a 4 column table when accessing via mobile.

3. On Hold  

27

“

Examples of elements that require development but are not a priority:

•  Folds on a page

•  Testimonials

Business Case La Capitale  

28

1.  Is the price clearly displayed?

2.  Do users know where to modify the contract duration?

Business Case La Capitale  

29

1)  Simplify the page header

2)  Add a sticky menu

Roadblock #3

“Failure” Management

30

Failure Management  

31

“

“

”Conversion optimization can be inconclusive resulting in “failure”.

Failure Management  

32

“

1. Inconclusive tests 2. Follow-up tests 3. Tools

They tell us why the original is performing

better.

Such tests are mandatory to validate

our learnings.

Throughout the experiments, tools help

us find incredible UX insights.

For quantitative tests, we find value in:

Business Case - Securitas  

33

To reduce a bounce rate of 86%, we conducted A/B testing 3 times and got

inconclusive results all 3 times.

Business Case - Securitas  

34

 Online  Questionnaire  

     

         

Did  you  1ind  the  information  you  were  looking  for?  

 J  L    

If  you  didn’t  1ind  what  you  need,  then  what  information  

are  you  looking  for?  

40%

BOUNCE RATE REDUCED BY

Roadblock #4

What to Test

35

What to Test  

36

“

“

”It’s difficult to know which areas to test.

Improve conversion

funnel.

What to Test  

2

Get more returning/

repeat visitors.

3

Increase average

basket value.

1

37

3 areas for e-tailers to improve on:

1. Increase Average Basket Value  

38

2. Improve Conversion Funnel  

39

3. Returning/Repeat Visitors  

40

Roadblock #5

IT Involvement

41

IT Involvement  

42

“

“

”Changing elements on the website is too hard, too long and too

complicated.

A/B Testing: 1 line of

Javascript code on your

webpages

What to Test  

2

Tag management system

3

We can design and host stand alone landing

pages

1

43

3 points to help you become more independent from your IT team:

Roadblock #6

Testing Tools

44

Testing Tools  

45

“

“

”It’s tough to find testing tools that are user-friendly.

What to Test  

46

Examples of quantitative and qualitative testing tools we can help you with:

Digital advertising is evolving at an

unprecedented rate  

iProspect can be the critical business partner to help you stay

ahead of the curve.

47

www.iprospect.com

Thank You.