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Conversion:
The permanent optimization
DIGITAL PASSPORT - DAY 2Paris - April 4, 2013
Guillaume CABRERE, CEO, Digital University
Franois ROUSSEAU, Academic Consultant, Digital University
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Agenda
1.Fundamentals of conversion
2.Key steps of the conversion path
3.How to optimize the conversion path
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Agenda
1.Fundamentals of conversion
2. Key steps of the conversion path
3. How to optimize the conversion path
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A better conversion rate changes everyt
The higher your Conversion Rate, the lower your Acquisitio
all things being equal
Acquisition Cost = CPC* /
Cost Per Click
* if CPC is the main KPI
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Example: +20% Conversion Rate => 2X P
Supposing that :
1. Your acquisition cost are !100 per 10,000 visitors
2. Your business R.O.I = 25% ( 100 !spending generates 125 !of revenue)
+20%
1.2% !12,5B 1,000 !150 !10012
1,000 1.0% !12,5
Unique visitors
A
CR
Revenue
/ order
!125
Total
revenue
!10
Acquisi
cost
10
# of orders
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3. Retent
1/3
of marketing expendi
2. Conversion
?
of marketing expenditures
Conversion: the weakest link of marketing s
2/3
of marketing expenditures
1. Acquisition
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Source : Benchmark Group 2011
98% of e-commerce websites visito
leave the site without buying
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Homepages:
How come our Conversion Rate is so lo
What we know:
websites retain visitors only a few seconds
What we dont know:
who are the visitors
what do they think or feel
why most of them are leaving without buying
2% = desperate situation?
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The real experts of
your home pages
are your visitors
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And every interaction with the website are ev
... generating a lot of data
and allowing reliable statistics analysis
... allowing to highlight
optimize you webs
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A high trafic
You can track everything
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A9/-, @
You can change everything
Web pages should be your labs
3 key points that make your
web pages labs:
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An optimized customer journey is key
to maximize conversions
http://www.youtube.com/watch?v=3Sk7cOqB9Dk
http://www.youtube.com/watch?v=3Sk7cOqB9Dkhttp://www.youtube.com/watch?v=3Sk7cOqB9Dk8/12/2019 Digital-Campus Day2 Module15 Conversion Lb
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Agenda
2.Key steps of the conversion path
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Homepage or landing page?
Homepage Landing
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Who is the audience of your landing pag
Prospects?
Clients?
Partners?
Futu
Journalists?Bloggers?
Influencers?
Co
Job seekers?
Investors?
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Split up your traffic sources- by acquisition channel
- by keywords, banners, affiliation...
and analyze homogeneous groups
Integrate variablesimpacbehaviors of a same group
special events (Christmas,
Halloween...)
Split up your audiences
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Everyone is different: its still true onlin
Do unto others as you would have them do unto you.
Treat others the way they want to be treated.
The Platinium Rule
- Dr. Tony Alesandra
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Which action do you want your visitors to
(Choose one)
A few examples:
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What do influence visitors?
Exogenous factors
Strength of the brand
Level of distinction and
personalization of the website
Seasonality
Competition with physical
distribution networks
Etc.
Endogenous factors
Confidence(vs. anxiet
Clarity(vs. confusion)
Affinity(vs. alienation)
http://en.wikipedia.org/wiki/Seasonalityhttp://en.wikipedia.org/wiki/Seasonalityhttp://en.wikipedia.org/wiki/Seasonality8/12/2019 Digital-Campus Day2 Module15 Conversion Lb
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Building trust :
an example of a small visual that changes ev
Conversion rate : +
Option A Option B
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Some website user experience best prac
USER EXPERIENCE
WEBSITE
FUNCTIONALITY
The set of key criteria defining the
usabilityof a platform
The set of specific
functionalitiesthat contributes
to consumer conversion in our
industry
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Some website user experience best prac
USER EXPERIENCE
WEBSITE
FUNCTIONALITY
Value
NavigationPresentation
Trust
Research Content
Pre-application
Application
Post-application
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Some website user experience best prac
Research Content
Pre-application
Application
Post-application
USER EXPERIENCE
WEBSITE
FUNCTIONALITY
Value
NavigationPresentation
Trust
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Website user experience benchmark g
VALUE NAVIGATION PRESENTATION
Landing page
Content
Functionnality
Category and
subcategory names
Content and function
classification
Hyperlink and control
clarity
Efficient task flow
Search results
Search interface
Site language
Graphics, icons, symbols
Text legibility
Text and layout formating
Space usage
Form field and interactive
element placement
Interactive element
recognizability and behavior
P
R
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Website user experience best practice
VALUE
Is there evidence that
the user goals can be
easily completed?
Is the content relevant
to support the specified
goals available?
Are the functionalities
required available?
W b it i d f ti
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Website user experience and functiona
best practices
NAVIGATION
PRESENTATION
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Website user experience best practice
TRUST
Does the site present
privacy and security
policies?
Is contextual help
available where
needed?
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USER EXPERIENCE
Value
NavigationPresentation
Trust
BNP PARIBAS Perso
Some website user experience best prac
Research Content
Pre-application
Application
Post-application
WEBSITE
FUNCTIONALITY
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Website functionalities benchmark gr
RESEARCH CONTENT PRE-APPLICATION APPLICATION POS
Account details
Online services
Customization
Save and retrieve
Live help
Data fields
Funding options
Disclosures
Verification screens
Company and service
and advantages
Comparison chart
Selection tool
Interactive help
Branch locator,
Internet, phone...
Product details
Decision criteria
Application process
information
Existing customer prefill
Comparison chart
Progress meter
P
C
C
E
E
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Agenda
3.How to optimize the conversion path
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Choose the right protocol to match your
Usability & Website
exit surveys
Spot important points for the
consumer and identify rooms
for improvement
Declarative information
Observation of the consumer
journey
A/B Test
Split Test
Comparing the effectiveness
of two versions of a web page
in order to discover which has
better conversion rate
Potential optimization based
on fact-based evidences
Eye Tracking
Track hot / cold areas of key
pages of your website
Observation of the look and
eye directions / movements
Mult
They
testing
than two
t
Potentia
on fac
In vivoIn vitro
Usability test:
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Usability test:
8 interviews can provide 80% of the learn
A live interview: the customer
has a mission to fulfill
ex : buy a Nikon Reflex Camera with an
external flash, + a 18-55mm zoom
Eyes tracking: spotting hot & cold area
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Eyes tracking: spotting hot & cold area
where do customers cast their eyes
Observation of the eyes directio
when discovering a new
Conclusions help redefine an
layout
Eye Tracking
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A/B Testing: a definition
Page A vs page B, who shall win ?
Define one objective
Ex : maximize the number of baskets
... and the winner is : the page thats got the significantly
highest % of vistors who make a purchase
Send 50% of your live traffic on
page A, 50 % on page B
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A few examples
Option A Option B
C
+
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A few examples
Conversion rate: +
Option A Option B
/
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A/B Testing : a step by step approach
Each visitor contributes to the test without knowing she is part o
protocol
Therefore, A/B Testing provides insights based on real non-bias
conversion paths
As such, A/B Testing is the most effective source of information
step by step conversion paths
Th f b l A/B T
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The most frequent obstacles to A/B Tes
Methodological obstacles
The hardest part is establishing and
prioritizing the objectives
! Risks of mixing counterproductive
objectives amongst themselves
Technical obstac
Control on the Web Analy
(Google Analytics, AT Inte
Omniture...)
Control on the webdesig Bandwidth of the IT depa
A new generation of A/B testing tools ena
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A new generation of A/B testing tools ena
marketer to A/B test often as they wa
/ django-lean
A f l f t t t
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A few examples of parameters to tes
Titles
Links
NavigationT
P
C
b
V
I l t ti f A/B T t
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5. A
th
4. Launching
the A/B Test
3. Creating
the
variations
Implementation of an A/B Test
2. Configuring
the Web
Analytics tool
1. Establishing the
objectives
Mise en oeuvre dun A/B Test
http://www.youtube.com/watch?v=0S0IrbwpfzE8/12/2019 Digital-Campus Day2 Module15 Conversion Lb
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Mise en oeuvre dun A/B Test
http://www.youtube.com/watch?v=0S0Irbw
Beware: combining two variable can be haz
http://www.youtube.com/watch?v=0S0IrbwpfzEhttp://www.youtube.com/watch?v=0S0IrbwpfzEhttp://www.youtube.com/watch?v=0S0IrbwpfzE8/12/2019 Digital-Campus Day2 Module15 Conversion Lb
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Beware: combining two variable can be haz
Ferrari are fast
Ferrari are fast
Volv
Volv
Image A
texte X
Image A
texte Y
Image B
texte X
Image B
texte Y
The solution: Multivariate Testing
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The solution: Multivariate Testing
VARIA
TION
2x2x2x2= 16 possible combinations
Three things to remember
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Three things to remember
2One target, one message1
Your website is a lab and your
visitors are the true experts
3Optimizing goes tmeas
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Questions?