CONFESSIONS OF A                           CONVERSION RATE                              OPTIMIZER                         ...
“In the modern world                                              of business, it is                                      ...
$56.8 billion will be spent     this year on generating     website traffic, but only     2%-3% of visitors will     actua...
Your Website Sucks© 1998 - 2011 BryanEisenberg.com & @TheGrok
Most websites don’t have a       TRAFFIC problem...       However, every website has a       CONVERSION problem!© 1998 - 2...
Everyone Wants Traffic, But Then...© 1998 - 2011 Eisenberg Holdings & @TheGrok
Companies typically spend                             $92 to bring customers                                  to their sit...
“I know that half my         ad dollars are         wasted, I just don’t         know which half”         John Wannamaker©...
Convert Or Else© 1998 - 2011 Eisenberg Holdings & @TheGrok
“Almost any question can be                                              answered cheaply, quickly and                    ...
Eisenberg’s Hierarchy of Optimization                                              Personas                               ...
Higher In Hierarchy = More Effort & SkillConversion opportunity                         Where in hierarchy you focus© 1998...
Conversion Is a Journey    NOT a Destination       Conversion rate is a measure of your       ability to persuade visitors...
Persuasion Architecture Process     1.   Who are we          trying to          persuade?     2.   What action do         ...
Persuasion Architecture’s Six Steps       1. Uncover Your Personas       2. Plan their journeys through persuasive       s...
3 Key CRO Elements     • Tools - Insights, Creating Pages, Testing,       Personalization, Campaign &       Automation    ...
4 variables most strongly correlated   with improved overall conversion  • Perceived control over conversion rates  • A st...
How Satisfied Are You?© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
Don’t do Slice & Dice Optimization© 1998 - 2011 Eisenberg Holdings & @TheGrok
Can You Spot The Differences?© 1998 - 2011 Eisenberg Holdings & @TheGrok
48%                                 No control over                                                    conversion         ...
Do you have a structured approach     to improving conversion rates?© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
Perceived control over                          conversion rates© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
Number of staff responsible for       improving conversion rates© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
On average, how many tests do you    carry out each month on your website?        40%                                     ...
Methods currently used for              improving conversion rates© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
The Hard Work Pays Off     • Companies whose conversion rates have       improved over the previous 12 months are       us...
WebsiteTestingTools.com© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
BO.LT© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
Free Behavioral Targeting© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
Runa.com Instant Personal Deals                                                  2© 1998 - 2011 Eisenberg Holdings, LLC & ...
Example: Price Optimized for User Origin                                                                                  ...
Monetate© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
BEST OF   2010
BADGING•   Conversion impact as high as 55%                                                  Call	  to	                   ...
MESSAGE CONSISTENCY•   Average conversion improvement range 5%-20%    (As high as 100%)                                   ...
TAX FREE•   Conversion improvement as high as 12%                                                  Call	  to	             ...
INTERNATIONAL•   Conversion improvement as high as 100%                                                  Call	  to	       ...
EMAIL ACQUISITION•   Acquisition improvement as high as 1000%                                                  Call	  to	 ...
Call to Action Process for CRO© 1998 - 2011 Eisenberg Holdings & @TheGrok
30 Key Optimization Factors       Planning       WIIFM: Whats in it for me?       Unique Value Proposition/Campaign Propos...
The PPC Searchers’ Journey    For visitors to convert, these 5 steps must be in alignment.© 1998 - 2011 Eisenberg Holdings...
The Conversion Trinity       1. Are you relevant to MY query?       2. Do I know WHY you are the right solution for me?   ...
© 1998 - 2011 Eisenberg Holdings & @TheGrok
111% Increase in Conversions                                                                  Call to                     ...
© 1998 - 2011 Eisenberg Holdings & @TheGrok
Boosted Sign-Ups by 52.8%                                                                  Call to                        ...
© 1998 - 2011 Eisenberg Holdings & @TheGrok
© 1998 - 2011 Eisenberg Holdings & @TheGrok
© 1998 - 2011 Eisenberg Holdings & @TheGrok
© 1998 - 2011 Eisenberg Holdings & @TheGrok
© 1998 - 2011 Eisenberg Holdings & @TheGrok
© 1998 - 2011 Eisenberg Holdings & @TheGrok
© 1998 - 2011 Eisenberg Holdings & @TheGrok
Here lies my biggest confession...© 1998 - 2011 Eisenberg Holdings & @TheGrok
Thank you for listening!  Bryan Eisenberg  bryan@bryaneisenberg.com  Read our blog:  www.BryanEisenberg.com  Call us at (3...
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Emerce Performance - Bryan Eisenberg

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Emerce Performance - Bryan Eisenberg

  1. 1. CONFESSIONS OF A CONVERSION RATE OPTIMIZER Bryan Eisenberg http://www.bryaneisenberg.com @TheGrok© 1998 - 2011 Eisenberg Holdings & @TheGrok
  2. 2. “In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.” - David 1963© 1998 - 2011 Eisenberg Holdings & @TheGrok
  3. 3. $56.8 billion will be spent this year on generating website traffic, but only 2%-3% of visitors will actually convert. Source: 2010 ZenithOptimedia© 1998 - 2011 Eisenberg Holdings & @TheGrok
  4. 4. Your Website Sucks© 1998 - 2011 BryanEisenberg.com & @TheGrok
  5. 5. Most websites don’t have a TRAFFIC problem... However, every website has a CONVERSION problem!© 1998 - 2011 Eisenberg Holdings & @TheGrok
  6. 6. Everyone Wants Traffic, But Then...© 1998 - 2011 Eisenberg Holdings & @TheGrok
  7. 7. Companies typically spend $92 to bring customers to their site. 92:1 But only $1 to convert them. 7© 1998 - 2011 Eisenberg Holdings & @TheGrok
  8. 8. “I know that half my ad dollars are wasted, I just don’t know which half” John Wannamaker© 1998 - 2011 Eisenberg Holdings & @TheGrok
  9. 9. Convert Or Else© 1998 - 2011 Eisenberg Holdings & @TheGrok
  10. 10. “Almost any question can be answered cheaply, quickly and finally, by a test campaign. And that’s the way to answer them – not by arguments around a table. Go to the court of last resort – buyers of your products.” - Claude Hopkins 1923© 1998 - 2011 Eisenberg Holdings & @TheGrok
  11. 11. Eisenberg’s Hierarchy of Optimization Personas (segment) UX (aggregate)© 1998 - 2011 Eisenberg Holdings & @TheGrok
  12. 12. Higher In Hierarchy = More Effort & SkillConversion opportunity Where in hierarchy you focus© 1998 - 2011 Eisenberg Holdings & @TheGrok
  13. 13. Conversion Is a Journey NOT a Destination Conversion rate is a measure of your ability to persuade visitors to take the action you want them to take. Its a reflection of your effectiveness and customer satisfaction. For you to achieve your goals, visitors must first achieve theirs. -Bryan Eisenberg, ClickZ 2001© 1998 - 2011 Eisenberg Holdings & @TheGrok
  14. 14. Persuasion Architecture Process 1. Who are we trying to persuade? 2. What action do we want them to take? 3. What action do they want to take? (hint: not always identical to #2)© 1998 - 2011 Eisenberg Holdings & @TheGrok
  15. 15. Persuasion Architecture’s Six Steps 1. Uncover Your Personas 2. Plan their journeys through persuasive scenarios 3. Storyboard the “creative” 4. Test its effectiveness 5. Implement 6. Measure scenarios to optimize results© 1998 - 2011 Eisenberg Holdings & @TheGrok
  16. 16. 3 Key CRO Elements • Tools - Insights, Creating Pages, Testing, Personalization, Campaign & Automation • People - Insight, Management, Creative Execution, Test Setup, Implementation, Outsource • Process - Planning and Creating New Ads & Content, Optimizing Old Ads & Content© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  17. 17. 4 variables most strongly correlated with improved overall conversion • Perceived control over conversion rates • A structured approach to CRO • Having someone directly responsible for CRO • Incentivising staff based on conversion rates© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  18. 18. How Satisfied Are You?© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  19. 19. Don’t do Slice & Dice Optimization© 1998 - 2011 Eisenberg Holdings & @TheGrok
  20. 20. Can You Spot The Differences?© 1998 - 2011 Eisenberg Holdings & @TheGrok
  21. 21. 48% No control over conversion Limited time and resources are the major barrier to improving conversion Source: 2010 Conversion Report from eConsultancy© 1998 - 2011 Eisenberg Holdings & @TheGrok
  22. 22. Do you have a structured approach to improving conversion rates?© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  23. 23. Perceived control over conversion rates© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  24. 24. Number of staff responsible for improving conversion rates© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  25. 25. On average, how many tests do you carry out each month on your website? 40% 61% do less than 5 tests per month 31% 30% 27% 20% 20% 20% 16% 16% 14% 12% 10% 7% 6% 6% 4% 4% 2% 2% 1% 1% Response 2010: 222 0% Response 2009: 271 0% 1 2 3-5 6-10 11-20 21-50 51-100 >100 >1,000Source: 2010 Conversion Report from eConsultancy© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  26. 26. Methods currently used for improving conversion rates© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  27. 27. The Hard Work Pays Off • Companies whose conversion rates have improved over the previous 12 months are using on average 26% more methods to improve conversion than those companies whose conversion rates have not improved. • Companies whose conversion rates have improved are using on average 50% more ways to segment their visitors and customers than those companies whose conversion rates have not improved.© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  28. 28. WebsiteTestingTools.com© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  29. 29. BO.LT© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  30. 30. Free Behavioral Targeting© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  31. 31. Runa.com Instant Personal Deals 2© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  32. 32. Example: Price Optimized for User Origin Net Revenue After User Origin Acquisition Cost Incentive Marketing Costs $5 $75 $20 OFF Real-time offer SEARCH based on origin AFFILIATE $15 $10 OFF Real-time offer $75 based on origin ORGANIC $0 $25 OFF Real-time offer $75 based on origin© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  33. 33. Monetate© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  34. 34. BEST OF 2010
  35. 35. BADGING• Conversion impact as high as 55% Call  to   Relevance Value Ac0on
  36. 36. MESSAGE CONSISTENCY• Average conversion improvement range 5%-20% (As high as 100%) Call  to   Relevance Value Ac0on
  37. 37. TAX FREE• Conversion improvement as high as 12% Call  to   Relevance Value Ac0on
  38. 38. INTERNATIONAL• Conversion improvement as high as 100% Call  to   Relevance Value Ac0on
  39. 39. EMAIL ACQUISITION• Acquisition improvement as high as 1000% Call  to   Relevance Value Ac0on
  40. 40. Call to Action Process for CRO© 1998 - 2011 Eisenberg Holdings & @TheGrok
  41. 41. 30 Key Optimization Factors Planning WIIFM: Whats in it for me? Unique Value Proposition/Campaign Proposition The Buying Decision Categorization Structure Usability Look and Feel Searchability Layout, Visual Clarity, and Eye Tracking Purchasing Tools Error Prevention Browser Compatibility Momentum Product Presentation Load Time AIDAS (Scent) Trust & Credibility Navigation / User of Links Product Selection / Categorization Up-sell / Cross-sell Calls to Action / forms Point of Action Security & Privacy Communication Persuasive Copywriting Content Headlines Readability Use of Color and Images Terminology / Jargon "We-We" Test (Customer-Focused Language) Features like reviews© 1998 - 2011 Eisenberg Holdings & @TheGrok
  42. 42. The PPC Searchers’ Journey For visitors to convert, these 5 steps must be in alignment.© 1998 - 2011 Eisenberg Holdings & @TheGrok
  43. 43. The Conversion Trinity 1. Are you relevant to MY query? 2. Do I know WHY you are the right solution for me? 3. Is it obvious WHAT I need to do next? Call to Relevance Value Action© 1998 - 2011 Eisenberg Holdings & @TheGrok
  44. 44. © 1998 - 2011 Eisenberg Holdings & @TheGrok
  45. 45. 111% Increase in Conversions Call to Relevance Value Action© 1998 - 2011 Eisenberg Holdings & @TheGrok
  46. 46. © 1998 - 2011 Eisenberg Holdings & @TheGrok
  47. 47. Boosted Sign-Ups by 52.8% Call to Relevance Value Action© 1998 - 2011 Eisenberg Holdings & @TheGrok
  48. 48. © 1998 - 2011 Eisenberg Holdings & @TheGrok
  49. 49. © 1998 - 2011 Eisenberg Holdings & @TheGrok
  50. 50. © 1998 - 2011 Eisenberg Holdings & @TheGrok
  51. 51. © 1998 - 2011 Eisenberg Holdings & @TheGrok
  52. 52. © 1998 - 2011 Eisenberg Holdings & @TheGrok
  53. 53. © 1998 - 2011 Eisenberg Holdings & @TheGrok
  54. 54. © 1998 - 2011 Eisenberg Holdings & @TheGrok
  55. 55. Here lies my biggest confession...© 1998 - 2011 Eisenberg Holdings & @TheGrok
  56. 56. Thank you for listening! Bryan Eisenberg bryan@bryaneisenberg.com Read our blog: www.BryanEisenberg.com Call us at (347) 470-GROK (4765) Follow me on Twitter Please: @TheGrok© 1998 - 2011 Eisenberg Holdings & @TheGrok
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