Embed Size (px)
DESCRIPTION
Aaron Weiche's presentation from MnSearch.org's "Landing Page and Conversion Rate Optimization" Search Snippets event held on July 26th, 2012 in Minneapolis, Minnesota.
Citation preview
Getting Started With CROMnSearch’s #SearchSnippets
@AaronWeiche
CRO is the method of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors that convert into customers. (Thank you Wikipedia)
Where to start? Where to get smart? Where to end?
Conversion Rate Optimization
CRO Isn’t New!
Apply tried and true factors with ideas.
Starting With Something
Know where you are at.
Don’t skip measuring or evaluating a “perceived” bad situation.
Optimize The Funnel
Existing funnels can be optimized at every step
Landing pages especially
Structured Approach Scott Brinker – Search Engine Land http://searchengineland.com/the-ready-conversion-optimization-framework-43814
Know Your Recipe
Only change ONE ingredient at a time.
HeadlinesContentMediaCTA
Matrix Your FactorsMap out the types of factors you’ll want to adjust and what they accomplish.
BenefitsSaves timeIntegrationAutomation…
EmotionSuccessClient satisfactionFearWinningLove…
Value30 day free trial$49/monthTiered pricingMonthly contractPromo code…
FeaturesCustom reportsPhrase trackingResearch toolsCalendar…
Cohort Charts
Understand what optimizations contribute to what.
Related factors, not single factors.
WhichTestWon
Ideas
Validation
Maximize
Clear hypothesis
A/B testingfor a champion Multivirate
Starting With Nothing
Audience Model
Know the user
Target the experience
Remove friction
Experience
3 Step Process
Trust and content at each step
Quality Leads
Normal lather, rinse repeat optimization
Takeaways
Think like the user
Know where you are and map where you’re going
Stick to structure
Never stop
