Conten Jam 2014: Best Practices Are Killing Your Conversion Rate by Joel Harvey

transcript

BEST PRACTICES ARE KILLING YOUR CONVERSION RATE CONTENT JAM 2014

Joel Harvey ConversionSciences.com Tweet Something @joeljharvey

@joeljharvey #contentjam

THE SCIENCE OF THE LAB COAT

h;p://www.sciencedirect.com/science/ar@cle/pii/S0022103112000200

BEST PRACTICES

If you could go ahead and bring back some best pracOces from Content Jam that would be terrific, mmmkay.

BEST PRACTICE:

COMMERCIAL OR PROFESSIONAL PROCEDURES THAT ARE ACCEPTED OR PRESCRIBED AS BEING THE MOST EFFECTIVE.

CONVERSION OPTIMIZATION:

THE PROCESS OF GENERATING & USING DATA TO IMPROVE A SITE’S UNIQUE EXPERIENCE FOR KEY SEGMENTS.

Marketplace

Compe@@ve posi@oning

Unique value proposi@on

Traffic Source

Ad Copy

Compe@tors’ strategies

Time of day

Day of week

Informa@on architecture

Page design

Copy “voice”

Promo@on Industry life cycle

Company life cycle

Season Visitor

demographics

Site Speed

Best PracOces will make this easy

50% @joeljharvey #contentjam

OpOmizaOon

doesn’t work

Desire Lines

What you thought would work

What actually did work

@bmassey

The Real ScienOfic Method

DON’T THINK.

WHERE DOES THE BEST-‐PRACTICLOPS HIDE?

REDESIGN KEEP THE SITE “FRESH”

Extreme Site Make Over

STATISTICALLY

IDENTICAL

Ain’t goAa be preAy to be totally dope, bro

AVOID MOVEMENT Don’t Use Sliders

@bmassey @joeljharvey #contentjam

Slides in RotaOon Order

Order Today Ships Tomorrow

Bold Outdoor

Free Super Saver

Leader in Mesh

TEST EACH IMAGE INDIVIDUALLY AGAINST THE CONTROL

+39% RPV

Best Single, Sta@c Image

Reordered by Performance

Order Today Ships Tomorrow

Bold Outdoor

Free Super Saver

Leader in Mesh

Academics that challenge Faith that deepens

Faculty that engages

Friends that last Experiences that transform

A place where you belong

US News

Fun that inspires Programs that prepare

Companies that hire

1st Image of Slider

University of Possibility

INDIVIDUAL IMAGES VS SLIDER

RE-‐ORDERED SLIDER

Sliders – when they work, they work.

USE TRUST SYMBOLS Borrow from the Credibility of

others

Trust symbols in the footer

Trust symbols at top of sidebar

-‐8%

@joeljharvey #convcon

I totally trusted you…unRl you asked me to.

REMOVE FRICTION FROM THE PROCESS

Stay Out of the Visitor’s Way

WHICH FORM DRIVES THE MOST CALLS?

1 (CONTROL) 2 3

4 (no form)

-‐ 67%

-‐ 56%

@joeljharvey #cotentjamn

The path of least resistance is the path most taken

USE VIDEO

Zumba Fitness Video Test Hypothesis Video will allow buyers to see the clothing in ac@on increasing revenue per visit.

SIX VIDEO VARIATIONS FOR EACH PRODUCT

Variables Video Length

8 second 15 second 30 second

Inclusion of wide shot

Tops Bo;oms @joeljharvey #contentjam

Non-‐variables Music Dance Moves Model

-14% @joeljharvey #contentjam

Instructors viewing bohoms 30 seconds, wide +17%

New visitors viewing tops 8 seconds +27%

New visitors viewing bohoms 30 seconds, wide +45%

Returning visitors viewing tops 8 seconds +53%

Weighted Revenue per Visit = Lii * % of Traffic

+43% @joeljharvey #contentjam

Where’s the 58 second video dawg?

BE RESPONSIVE

@joeljharvey #contnetjam

-19% @joeljharvey #contentjam

AVERAGE LOAD TIME FOR AN ECOMMERCE RESPONSIVE SITE?

18 SECONDS

You Pinch, I’ll Zoom

THIS DOESN’T HAVE TO BE YOUR SITE

YOU DON’T EVEN HAVE TO BE AN A/B TESTING GENIUS

Less than 10% of visitors to this page see the Free Shipping and Free Returns Informa@on

OPTIMIZE FOR YOUR GOALS

FIND YOUR SEGMENTS

USE TESTING TO ASK YOUR VISITORS WHAT MATTERS TO THEM

MAKE MISTAKES

DON’T THINK.

BEST PRACTICES ARE KILLING YOUR CONVERSION RATE CONTENT JAM 2014

Joel Harvey ConversionSciences.com joel@ConversionSciences.com 512-‐554-‐3054 @joeljharvey

Conten Jam 2014: Best Practices Are Killing Your Conversion Rate by Joel Harvey

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