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Rethinking CONVERSION OPTIMIZATION

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•  3,000+ Successful Tests

•  11 different countries

Lessons from

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Client X

2011

2016

StartofCROwork

6yearsofCROwork

1.5mannualsales,1.5%conversionrate

18mannualsales,8.5%conversionrate

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150 tests 2015

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0% uplift 2015

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Why?

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Starting with CRO

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Close to 50% of AB tests do not produce significant

results

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Getting to the big “Yes”

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Big “Yes”

yes

yes

yes

yesyes

nono

noyes

yes

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Quantitative research (analytics)

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QualitativeResearch

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Best Practices

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The Process

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How do you achieve results?

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1. Do visitors know where they are?

2. Do visitors know what action you want them to take?

3. Do visitors know what will happen next?

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•  What elements will increase visitors’ trust in the website and on the page

1.Identifytrustproblems

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•  What elements will increase visitors’ FUDs in the website and on the page

2.IdentifyFUDproblems

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•  What elements will motivate visitors to act right away?

3.IdentifyIncentives

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•  What elements will engage visitors?

3.Identifyengagement

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•  Move from targeting the masses into specific targeting

•  Personalize conversion optimization experience

5.Addresspersonas

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•  What elements do early shoppers need to see?

•  How do we bring them back to the website?

6.Accountforbuyingstages

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•  What elements do help with complex sales?

7.Dealw/complexsales

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Identify the problems before making any

changes

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Possible conversion problems on the page

Conversionelement Pageelement Priority

Trust Lackofclearvalueproposition 1

Trust Disconnectinmessaging 2

Trust Lackofcongruentmessaging 5

FUDs Noclearordersteps 3

FUDs Pricingisconfusing 4

Incentives Nouseofurgency 5

Incentives Nouseofscarcity 6

Incentives Pricingdiscountisnotclear 8

Persona–Mikethespontaneous Heavyuseofjargon 7

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24 tests / year 5% uplift /month

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•  Font/coloroftexts•  "lowestpriceguarantee"vs"110%pricematchguarantee"

•  Addtocartbutton-differentdesigns/sizes

•  abadgethatshows"XXXproductssold

The old way

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MyHeadline

1stHeadline

2ndHeadline

Element level testing

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MyHeadline

HeadlineHeadline

Page level testing

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Checkout Checkout

Visitor flow testing

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1st give away!

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This book goes far beyond optimizing conversion. It is a digital marketing primer that explains both the geeky stuff ("bounce rates") and the soft stuff ("social proof"). Anyone who wants to increase online sales or website traffic should read it--by my calculation, that's just about every marketer in the world.

Avinash Kaushik – Google Analytics Ambassador

Guy Kawasaki - author, speaker, entrepreneur, and evangelist

Email book@invesp.com

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2nd give away!

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Signupforafreebetaaccount

www.figpii.com

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SEE YOU AT THE NEXT #SMX!

THANK YOU!