Copyright © 2010 House of Kaizen. All rights reserved.

Convert

Earn

LearnKnow

Test

Increase

What’s your website conversion rate?2%... 1%... 0.5%...? Whatever it is, you want it to be better… and it can be.

Get more visitors to your site to take action!According to a recent eMarketer report, 39% of businesses are dissatisfied with their online conversion rate – generally between 1.5% to 3%.

So are you satisfied with more than 97% of your visitors not taking action?

Conversion rate optimization is the art of getting your website to consistently convert at a much higher rate. Persuading more of your existing visitors to convert. Maximizing profit from your current clients.

The House of Kaizen specializes in optimizing conversion rates using advanced analytics, behavioural analysis and A/B/n and multivariate testing.Always working to improve, optimize and maximize financial performance.

kaiz’en (n.) Japanese for continuous improvement

Test and optimize for massive conversion increases Imagine if you could increase your conversion rate by 15% … 35% … a 100% or more. That would mean significant growth in profits and ROI without exceeding yout marketing budget. You can – if you address your site’s conversion problems. And change them.

With conversion rate optimization, you will:

■ Improve visitor conversion rates

■ Identify and correct conversion gaps

■ Maximize your marketing ROI

■ Build insight into visitor perception

■ Correct your website friction and anxiety issues

Convert more customers now.

Improve

ProfitInsight

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Copyright © 2010 House of Kaizen. All rights reserved.

Design by committee… at your perilPicture this: a roomful of decision-makers from across the business designing your website by committee. Making decisions based on personal likes and dislikes.

Or the classic HiPPO model. That’s the Highest Paid Person’s Opinion, the one who overrules logic, creativity and research in favour of putting a dubious picture of your board members on the home page – or some other personal fancy. Both illustrate our aversion to Pay and Pray, which is big on expenditure but short on strategy.

Don’t invest huge amounts of money on something that is untested and then keep your fingers crossed that it will work. Instead, invest in conversion rate optimization where insight is proven and results empirical.

Pay & praywill it convert?

?

Betterconversion

rate

Yourwebsite

YOUARE

HERE

Test,analyze,

learn,implement,& test again

Traditionalmethod:

blindfull site

redesign

CLASSIC METHODOUR TESTING METHOD

Pay and pray modelIf your website isn’t giving you the conversion rate you want… redesign!

That’s the way a lot of people think. Hire an expensive digital agency and redesign, with bells and whistles, flash and sparkle. And totally ignore real users.

It’s what we call the ‘Pay and Pray’ model, where you shell out big money and pray that your new design converts better than the last one.

Evolution not revolution for ongoing improvementWe believe in a totally different model.

Instead of blindly re-designing, we use a sophisticated test, analyse and learn cycle that educates the evolution of your website. This allows you to make informed choices founded in fact, thus driving ROI by knowing what works: delivering effective proven online solutions that make more visitors convert.

Causes of conversion attrition on your websiteSo, what sabotages your site’s mission of making you more money?

■ Site friction from chaotic conversion paths ■ Absent eye flow controls and unsupervised navigation■ Weak and unclear value propositions ■ User anxiety from information and opaque policies■ Perceived site insecurities and negative content ■ Poor, absent or misused incentives

Together these mean you have no choice but to drive more traffic to increase your revenue. That’s an expensive marketing option.

Do you Pay & Pray?

10 YEARS OF AMAZON.COM ”ADD TO CART” EVOLUTION

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After all, companies like Dell and Amazon test everything on their site, why not you?

Copyright © 2010 House of Kaizen. All rights reserved.

TestHybrid

TestMVT

TestA/B/N

AttentionLeakage

AdvancedUsability

PsychologicalPerception Model

OptimizationStrategy

Eye Tracking

incentive

40% off

friction anxiety

valueproposition

➜

PerceptionDeficits

➜

ConversionGaps

AdvancedAnalytics

Site Metrics

➜

Analysis& Insight

ConversionRate

Growth

Integrate test insight

Conversion Rate Optimization Conversion rate optimization is the science of testing and analysing online customer behaviour to persuade more people to complete the action you want. Conversion optimization is not about your webpage. It’s about your visitors’ PERCEPTION of your webpages. Conversion optimization has one goal: find the best ways to improve perception to get more visitors to convert. We do it by addressing the 4 key elements of user perception using our PPM, Psychological Perception Model and back up the solutions with live testing.

Testing Processes - The Amateur, Big Guns and The Smart WayTest and see what happens You think you can do it yourself, test stuff randomly without any clear methodology or objectives and pray that it works. But it eventually fails and you’re left disillusioned wondering what went wrong.

The bigger the test the better You pick an agency that uses a single expensive testing technology. Next, build large, no wait, massive MVTs (MuliVariate Tests) to test 100s of page variations and rack up enormous costs. Eventually you get a conversion increase, but the insight is lost in the sheer mass of the test.

Build testing strategies with insight Learning is at the core of testing here. Learn what works and what doesn’t, making mistakes is good. But testing needs to be designed to generate insight. House of Kaizen testing methodology focuses on the 4 elements of visitor perception, it integrates usability, advanced analytics and reintegrates insight from previous tests into the optimization cycle.

conversion

Website’s ability to persuadea visitor to complete a

specific action.

valueproposition

The sum of all actual and perceivedbenefits

offered to your site visitors & customers.

friction

Negativefunctionalelements(eg. poor

navigation)that hinderthe ideal

interaction (eg. click through)

and user journey.

motivation

Visitors’ ability and desireto continue

interacting with your site

regardless of its shortcomings.

anxiety

Negativeemotions (eg. security fears) triggered by your site -

responsiblefor eroding

confidence & conversion

rates.

40% off

incentive

The tactical marketingmessagethat drives additionalconversionboost by

re-enforcingthe value

proposition.

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Copyright © 2010 House of Kaizen. All rights reserved.

■ All in one solution■ Test segments■ No IT required■ Medium costs

■ Multi tag integration■ Good for simple tests■ High IT involvement■ Free to use

■ Single installation■ Test segments■ Low IT involvement■ High costs

■ Single installation■ Predictive algorithm■ Flexible solution■ Low flexible price

■ Build 100sof landing pages

■ Dynamic testing■ Boost marketing

ROI by 50%

Active Pages

Bigger tests and imposed testing technologiesThink about it.Besides the ego trip of running massive multivariate tests you must produce large amounts of test elements, substantial content variations, multiple design layouts, loads of graphics and numerous functional variations. It’s an expensive way of testing. And ultimately provides limited insight. We believe in being smarter than that, sure we are fans of multivariate testing, as long as it’s constrained by strategy and focused on producing conclusive conversion insight. That way you don’t end up throwing away all the other assets created and footing a huge bill. It makes sense. The bigger the test, the greater number of page variations in it – the less the insight into the single factors that lead to a conversion rate increase.

Scalpel and surgeon analogyWe liken what we do to a surgeon and his scalpel. The scalpel is a tool that the surgeon uses; the real skill is in his knowledge, his focus, his experience. The same with testing technology. It’s just a tool. And by being A/B/n and Multivariate testing tool agnostic, we free ourselves to chose the best system to fit your business requirements.It’s all about the testing, not the technology.

A safe testing environmentOne of our favourite mottos is ‘test hard, test fast and test safe’. And then apply the findings to your site.

There’s no better place to fail than while split testing new marketing ideas, new website designs, layout changes and/or new products – because failing while testing yields insight into what not to do, saves you embarrassment and a truck load of time and money.

Different Testing Methods for Optimum ResultsWe use combinations of A/B/n and Multivariate testing to analyse responses to different versions of web pages, user paths and content variations, tracking real visitors through to your site’s conversion points, and measuring which version yields the highest conversion rate increase.

A/B/n split testingA/B/n testing uses a control sample against which we compare the response to a new page, new elements on a page or new content to assess what encourages your visitors to convert.

Multivariate testingMultivariate testing is a more complex methodology, deploying multiple variations on a single page at the same time and allowing you to test a limitless number of variables concurrently, including rich internet applications and dynamic content.Used in complementary ways, these methods allow us to identify the most effective combination of design, content and functionality to increase customer engagement and reduce the elements of site friction and anxiety.

Conversion optimization is the safest and cheapest place to make mistakes in

the race to improve your conversion rate.

Testing technology to suit your needsOne of the great strengths of House of Kaizen is that we focus on business first, are marketers second and techies third. We don’t allow ourselves to be driven by technology.We call ourselves technology agnostic, or not loyal to a single testing method. And while there are dozens of technologies used for testing, we will select the testing technology best suited to your business. That way, we do what is best for you, unlike others who impose their unique and sometimes excruciatingly expensive solution. Whether it’s appropriate or not.

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Copyright © 2010 House of Kaizen. All rights reserved.

2. Google Analytics TrainingAnalytics data should be at the core of your online business decisions. So, to get the best out of your teams, your marketing managers and analysts, you need them to be proficient in data interpretation. House of Kaizen Google analytics training packages will help your key staff pass the GA certification and become efficient in the art online behavioural and extracting actionable insight.

What you can expect from usThe House of Kaizen is committed to creating the most compelling customer experiences online. We can work with you to define which package will best benefit you, from getting ready through to continuous optimization. Here are our main packages:

1. Advanced Analytics configuration94% of Google analytics accounts are poorly configured or don’t have advanced tracking setup. Basically you are pretty much walking blind. House of Kaizen has simple fixed price configuration packages adapted to you. We will configure your analytics to take advantage of its full tracking capabilities and customize it to your business goals, website and management needs.

4. Website speed auditThe download speed of your web page affects your conversion rate. FACT. Get an unbiased audit that benchmarks your performance, identifies the causes of lag and gives you actionable insight to increase page speed. 80% of speed increases come from simple corrections in code. Avoid an expensive overhaul when it truely isn’t needed.

3. Website review and conversion gap auditDo you want to know where your site, is underperforming and how much more conversion rate you can squeeze out of it?

House of Kaizen Website Audit includes: ● A full analytics account audit and reconfiguration ● A technology review to assess the basic causes of page latency ● A best practice audit against the 4 elements of the PPM Psychology Perception Model ● A gap assessment report that identifies the key areas of subpar conversion rate● A conversion gap financial impact audit

6. Active pages- manage 100s of dynamic landing pagesMaximize your marketing ROI with House of Kaizen Active Pages. Our unique landing page management platform allows us to deliver a 100% outsourced solution. We can build, test and manage 100’s of landing pages for each of your micro marketing channels. Imagine a landing page for every PPC ad group or each banner ad variation. Expect conversion rates to increase by 20% to 50%.

5. Fixed tests or single landing page optimizationJust want to focus on a particular section of your website? Your shop-ping cart, check out or registration pages? Perhaps just a single landing page? HOK has fixed packages to test a specific page or user journey.

HOK Solutions For:

7. Continuous conversion rate optimizationFor in depth improvements the only solution is to continuously be testing. We have solutions that fit each need, each business. Surprisingly we don’t cost an arm and a leg and the conversion rate increases will pay dividends for years to come .

PricingWe offer 3 pricing formulas to suit your needs:

pay as you go �xed price pay on performanceWhether for strategic consulting, for testing or landing page management, we have a rate card that is affordable for all. You pay only for the time we spend testing, keeping costs flexible.

Most of our services are delivered in anall-in -one package price. Whether for site audits, analytics reconfigurations or design build and testing of key landing pages we can provide a one off fixed cost. No surprises.

You have doubts of the valueand power of conversion rateoptimization? Don’t.We guarantee at least 5%conversion increase.

We provide the option of a Pay on Performance model. Generally we have a small start up fee, but if the carrot is big enough, we will agree on a 100% performance based payment model. We do all the work up front and only when we increase conversion rate by at least 5% does the performance bonus kick in. You carry no risk and have the empirical proof of what will drive your conversion rate increase.

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Copyright © 2010 House of Kaizen. All rights reserved.

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Start the website improvement process todayCall us for a frank chat about optimising your online business on:

+44 (0)207 954 3750Or set up an appointment at:letstalk@houseofkaizen.com

Or find us at:House of KaizenOld Aske HospitalHoffman Square, 50 Buttesland StreetHoxton, London N1 6BY

Home of continuous website improvement

www.houseofkaizen.com