5th ITI Digital Marketing Day
By: Radwa Adel & Omar Salah
#DMDay5
CRO is the method of using analytics and user feedback
to improve the performance of your website landing page ,
web application, registration form.
How to utilize calculated properties in your HubSpot setups
Conversion Rate Optimization Workshop
1. Conversion Rate Optimization
By:
Radwa Adel & Omar Salah
ITI Digital Marketing intake1 graduates
InformationTechnology Institute
Ministry of Communications
and InformationTechnology
6. Conversion
•Conversion is when a visitor to your website takes an action
that you want them to take.
Like:
• signing up for an email newsletter
• creating an account with a login and password
•making a purchase, downloading your app
7. Conversion Rate Optimization
• CRO is the method of using analytics and user feedback
to improve the performance of your website landing page ,
web application, registration form..
• conversion rate optimization is finding why
visitors aren’t converting and fixing it
8. Conversion Rate= (No. of conversions/no. of visitors)*100
Key Formula to Remember:
• IF YOU DOUBLE CONVERSION RATES, THEN YOU CUT
YOUR COST PER ACQUISITION IN HALF
9. Cost per leadNo. of leadsConversion
rate
No. of
visitors
Total
cost
50/50=$150=1000*5%5%1000$50Before
optimization
50/100=$0.51000*10%=10010%1000$50After optimization
10. Conversion Rate Optimization Is…
• A structured and systematic approach to improving the
performance of your website
• Informed by insights—specifically, analytics and user feedback
• Defined by your website’s KPIs
11. Conversion Rate Optimization Is Not…
•Based on guesses, or what everyone else is doing
• Driven by the highest paid person’s opinion
•About getting as many users as possible, regardless of quality
or engagement
12. A Few Key Terms…
•Call to Action (CTA): The primary button, link or other
user interface element that asks the user to take an action
that leads to (or towards) a conversion
13. A Few KeyTerms…
•Conversion Funnel The primary pathway (or flow) of
the user experience where visitors complete a conversion
•A/B or Split Testing The testing of one version of a
page or interface element against another version of the
same thing. (only one thing is tested at a time)
•Bounce Rate is the percentage of people who leave after
viewing a single page
•Exit Rate for each page; it’s the percentage of people
who leave after viewing the page. A very high exit rate
on a specific page can be a red flag
15. •What succeeds for one site might actually hurt the
user experience (and therefore conversion rate) on
another. This is because each site has its own unique
mission, strengths, and challenges.
16. Optimization Plan Phases
keep in mind that you will revisit each one in
order to continually address the needs of your
users over time.
17. 1: Lay the
Groundwork
2: Establish
a Baseline
3:Form Some
Testable
Hypotheses
4: Design
Your Tests
5: Run Your
Tests
19. When designing ads, ask yourself the following:
• What type of user am I targeting?
• seeking a solution to a problem or casually browsing?
• problems !!
• How to capture the user’s attention?
• Is there a pain point that my product or website alleviates for the user?
• How can I articulate this solution clearly and quickly?
• What compelling calls to action will get our target user to click?
It’s important to understand that converting every visitor
isn’t optimal
39. Bonus AdvancedTips for CRO
1. Site Speed : 1second delay in page-load results in a
7% decrease in conversions.
40. Bonus Advanced Tips for CRO
2. Always Be Closing
- Build a community (comments, reviews and feedback).
41. Bonus Advanced Tips for CRO
3. How Friendly Are You?
Mobile.
Browser.
Security.
Language.
Click.
Time.
Video.
Rating & review.
42. Bonus Advanced Tips for CRO
3. Raise Your Average Order Value (AOV)
Bundling.
Promotions.
Gamification.
43.
44. Some of the most common culprits "mistakes
that increase bounce rate"
1- Your website is visually unappealing.
-- “Great design creates credibility” –
45. Some of the most common culprits "mistakes
that increase bounce rate"
2- Your website is difficult to use because
- They can’t find the pages.
- It has poor layout.
- Poor information architecture.
- Malfunctioning buttons and page errors.
- Users are left stranded.
46. Some of the most common culprits "mistakes
that increase bounce rate"
3- Your website doesn’t meet user expectations.
The people coming to your website aren’t the right people.
To avoid this, be sure your ads accurately represent your
product and keywords align with your site’s mission.
49. Myths about CRO
•Myth 4: All my efforts should be focused on getting
as many visitors as possible to convert.
50.
51. Tools to test & optimize conversion:
1) Analytics: allows you to get at the basics
(like unique visitors and bounce rate).
EX: Google analytics.
52. Tools to test & optimize conversion:
2) User Surveys: gives you the ability to gain insights directly
from users.
EX: Qualaroo specific pages or at specific points .
Survey Monkey customer feedback and market
53. Tools to test & optimize conversion:
3) User Testing: These tools allow you to directly observe user
behavior.
EX: CrazyEgg visualize where users are scrolling on your site
Click Tale creates videos of user interactions with your site
