Why Your Business Needs Conversion Rate Optimization

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This presentation, given by Blue Fountain Media Senior Marketing Strategist Ashley Kemper, breaks down the importance of conversion rate optimization and how it can help your business achieve massive increases in sales. For more information on conversion rate optimization, visit http://www.bluefountainmedia.com.

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Why Your Business Needs Conversion Rate Optimization

  1. 1. Conversion Rate Optimization PRESENTED BY: Ashley Kemper Senior Marketing Strategist ashley@bluefountainmedia.com Connect with us on Twitter: @BFMweb
  2. 2. z Provided by: Blue Fountain Media Page 2 CRO Mechanics Why, what & how.
  3. 3. Provided by: Blue Fountain Media Page 3 Why Test? • Verify a hypothesis • Mitigate risk • Achieve incremental increases
  4. 4. Provided by: Blue Fountain Media Page 4 What To Test • Web Properties – Homepage – Conversion Page – Product/Service Page – Emails – Landing Pages • Testing Elements – Color – Structure – Messaging – Layout – Tone – Imagery – Offers – Navigation
  5. 5. Provided by: Blue Fountain Media Page 5 How To Test • Defining Success – Determine crucial Key Performance Indicators (KPI) • Conversions • Conversion rate • Site engagement • Social interaction – Establish data threshold – Prepare client for actionable insights regardless of which test variation “wins”
  6. 6. Provided by: Blue Fountain Media Page 6 How To Test • Tools • Minimum requirements – Access to design & development – 2-6 week waiting period – A site with steady visitors and/or a PPC budget
  7. 7. z Provided by: Blue Fountain Media Page 7 CRO Case Studies And the winner is…
  8. 8. Provided by: Blue Fountain Media Page 8 Our Tests Client: My Pump Pro Test: Homepage content placement
  9. 9. Provided by: Blue Fountain Media Page 9 Our Tests Client: My Pump Pro Test: Homepage content placement
  10. 10. Provided by: Blue Fountain Media Page 10 Our Tests Results: Test version increased conversion rate 10.34% 34.85% 38.46%
  11. 11. Provided by: Blue Fountain Media Page 11 Our Tests Client: NYODN Test: Homepage banner
  12. 12. Provided by: Blue Fountain Media Page 12 Our Tests Client: NYODN Test: Homepage banner
  13. 13. Provided by: Blue Fountain Media Page 13 Our Tests Results: Test version increased conversion rate 121% 3.40% 7.52%
  14. 14. Provided by: Blue Fountain Media Page 14 Industry Case Studies: Landing Pages Case Study: HubSpot Test: Conversion Page imagery
  15. 15. Provided by: Blue Fountain Media Page 15 Industry Case Studies: Landing Pages Case Study: HubSpot Test: Conversion Page imagery
  16. 16. Provided by: Blue Fountain Media Page 16 Industry Case Studies: Landing Pages Results: Version A increased leads 24% by removing the female image Winner!
  17. 17. Provided by: Blue Fountain Media Page 17 Industry Case Studies: Landing Pages Case Study: MarketingProfs Test: Landing Page header
  18. 18. Provided by: Blue Fountain Media Page 18 Industry Case Studies: Landing Pages Case Study: MarketingProfs Test: Landing Page header
  19. 19. Provided by: Blue Fountain Media Page 19 Industry Case Studies: Landing Pages Results: Version A increased leads 28% by changing the headline and subheader wording and layout Winner!
  20. 20. Provided by: Blue Fountain Media Page 20 Industry Case Studies: Landing Pages Case Study: Laithwaites Wine Test: Landing Page copy
  21. 21. Provided by: Blue Fountain Media Page 21 Industry Case Studies: Landing Pages Case Study: Laithwaites Wine Test: Landing Page copy
  22. 22. Provided by: Blue Fountain Media Page 22 Industry Case Studies: Landing Pages Results: Version B increased online sales. Winner!
  23. 23. Provided by: Blue Fountain Media Page 23 Industry Case Studies: Homepage Case Study: Dell Test: Homepage content
  24. 24. Provided by: Blue Fountain Media Page 24 Industry Case Studies: Homepage Case Study: Dell Test: Homepage content
  25. 25. Provided by: Blue Fountain Media Page 25 Industry Case Studies: Homepage Results: Version A increased homepage clicks by 20% and increased revenue per visitor (RPV) by 5.47%. Winner!
  26. 26. Provided by: Blue Fountain Media Page 26 Industry Case Studies: Homepage Case Study: Harry & David Test: Search box & widget
  27. 27. Provided by: Blue Fountain Media Page 27 Industry Case Studies: Homepage Case Study: Harry & David Test: Search box & widget
  28. 28. Provided by: Blue Fountain Media Page 28 Industry Case Studies: Homepage Results: Version A increased sales by double digits. The test focused on 7 elements with 2,000+ combinations. Winner!
  29. 29. Provided by: Blue Fountain Media Page 29 Industry Case Studies: Email Case Study: Technology Certification Co Test: Email content
  30. 30. Provided by: Blue Fountain Media Page 30 Industry Case Studies: Email Case Study: Technology Certification Co Test: Email content
  31. 31. Provided by: Blue Fountain Media Page 31 Industry Case Studies: Email Results: The text based email increased revenue by 303.8% and visits to the website by 194.51%. Winner!
  32. 32. Provided by: Blue Fountain Media Page 32 Industry Case Studies: Email Case Study: Salesforce Test: Email content
  33. 33. Provided by: Blue Fountain Media Page 33 Industry Case Studies: Email Case Study: Salesforce Test: Email content
  34. 34. Provided by: Blue Fountain Media Page 34 Industry Case Studies: Email Results: Version A got a 25.8% higher click-through rate on the main white paper download offer Winner!
  35. 35. Provided by: Blue Fountain Media Page 35 Need more? Learn more • Qualaroo’s Beginners Guide to Conversion Rate Optimization • Moz’s Definitive How-To Guide for CRO See more • http://blog.kissmetrics.com/100-conversion-optimization- case-studies/
  36. 36. Provided by: Blue Fountain Media Page 36 z THANK YOU. Visit us at: www.bluefountainmedia.com Get to know us: @BFMWeb / www.facebook.com/bfmweb Speak with us: 212.260.1978 102 Madison Avenue, Floor 2 New York, NY 10016
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