1. `
Dan Croxen-John, AWA digital
Why 95% of your website visitors don’t buy
– and what you can do about it
Convert Webinar May 21, 2015

2. Issues you may be facing…
.. and here’s a simple step-by-step approach to Conversion Rate
Optimization (CRO) to effortlessly overcome them

3. Conversion superstars

4. No CRO
Number of split-tests run in a year 0
Average win rate 0%
Average uplift per split-test 0%
Annual sales uplift 0
Nothing ventured, nothing gained

5. A/B testing: Still an underused tool

6. No CRO Average CRO
Number of split-tests run in a year 0 6
Average win rate 0% 40%
Average uplift per split-test 0% 5%
Annual sales uplift 0 12%
Improvement in CRO effectiveness
Average efforts, average results

7. No CRO Average CRO Improved CRO
Number of split-tests run in a year 0 6 7
Average win rate 0% 40% 48%
Average uplift per split-test 0% 5% 6%
Annual sales uplift 0 12% 21%
Improvement in CRO effectiveness 73%
Impact of a 20% improvement

8. AWA Conversion System ™

9. 9
Tag container Split-testing tool
Online surveys Tester recruitment Heat & scroll mapping
Step 1 – Set Up

10. The right mindset for CRO
I
Don’t
Know

11. Visitor intent and optimization

12. How helpful is GA to CRO?

13. #1 use of Google Analytics

14. Add-to-basket / form completion ratio
Product / service
page views
H
H
L
L
Underperforming
product
Remove or replace
Winning product
Bundling opportunity /
Price increase
#2 use of Google Analytics

15. A qualified visitor

16. Alternatively you can send out email invitations to your
email database – but remember to offer an incentive
Recruiting qualified visitors

17. Remote moderated usability
testing

18. These 9
words
18%
increase
Revenue Per
Visitor
9 words: 18% sales uplift

19. Survey: Completion page

20. Survey: Underperforming
product / service page

21. “I always got my mother in law flowers. It felt good that I did that”
“People think that flowers are quite thoughtful and it’s nice to hear
that… …You know they’ll be looked at and enjoyed for weeks”
“It was a relief to know that it was done”
Understanding your customers’
motivations

22. Other ways to understand your
customers

23. Triage™

24. Triage™ for Cox & Cox

25. 25
CONTROLVARIATION
MEGA
MENU
fixed
HOME
removed
SALE ROOM
less eye-catching
BESTSELLERS
added
SUB- NAV
Re-ordered
107% over 5 different tests
27%
increase
(3 tests)

26. 26
Compounded uplift (navigation and product page)
in 6 months: 107%
Control
Variation
62%
increase
Revenue Per
Visitor
Structure
for copy
Alternate
views
107% in 6 months

27. Optimization Plan

28. Before: After:
22.6%
increase
Revenue Per
Visitor
Not just retail

29. Creative execution and
split-testing

30. Creative execution:
wireframe

31. Our new web page design
58.2%
increase
Revenue Per
Visitor
Wireframe to artwork

32. 3 different ways to get
feedback

33. Involving Jason in split test
design

34. Using Notable for team
feedback

35. Control
Variation
How people will see your
experiment

36. Before: After:
Browsing
area
Vet
Value
Proposition
34.7%
increase
Revenue Per
Visitor
Bestsellers
Bold testing, not tweaking

37. Facing the fear

38. 1. Learn to say ‘I don’t know’ – but I know how to find out
2. Focus on the key drop-off points in your conversion funnel
3. Understand visitor intent – esp. for mobile websites
4. Answer the ‘why’ questions by using Ethnio to recruit qualified visitors
to your website
5. Run moderated usability sessions using JoinMe
6. Use our clear process to prioritise your possible improvements
7. Have a plan of tests but be willing to wring out further uplifts from
successful tests
8. Use Balsamiq for wireframing and invest in good copy
9. Involve your qualified visitors to fine-tune your split-tests
10. Use Convert to develop test variations without extra code
11. Feel the fear and do it anyway
11 ways to guarantee CRO success

39. 5,010% - average ROI
of our clients

40. From Improved to Expert CRO
No
CRO
Average
CRO
Improved
CRO
Expert
CRO
Number of split-tests run in a
year
0 6 7 12
Average win rate 0% 40% 48% 60%
Average uplift per split-test 0% 5% 6% 10%
Annual sales uplift 0 12% 21% 74%
Improvements in CRO effectiveness 550%

42. 20% off AWA’s
Personalized 1-2-1 sessions
Simply enter code CONVERT-2015
at the checkout
http://promo.awa-digital.com/convert-webinar

43. Questions?