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The Big Picture of CRO   Rand Fishkin, CEO, SEOmoz   rand@seomoz.org
Basics of CRO
I want more peoplewho visit the site tosubscribe via email          From my blog: http://moz.com/rand/
A) More People    Visiting   B) HigherConversion Rate
Let’s Improve the Call to Action!This must bethe problem!
A/B TestingWe’ll show half our visitors one and half the other, and get a winner
Multivariate Testing       We’ll show each version to a  percentage of visitors and find a winner
Statistical Significance Testing        Most testing platforms have this built in. If you need a generic one and some tips...
We Can Test Everything!     Location on Page       Display Width         Box Color   Address Verification Social Proof Inc...
That’s Not CRO
What if this isn’t the    problem?
What if this is?
What if this guy is?
Discovery                    Testing                 Consideration CRO is about  getting your                 Conversioncu...
Discovery                    Testing                 Consideration Great CRO isabout moving                 Conversionthem...
What’s in a Conversion Decision?
Likability                                      Design     Branding                                                       ...
How Do We Find Out What Needs Optimizing?
Segment Our Visitors & Survey Them        You can see a breakdown of our industry survey results here:        http://www.s...
Ask Smart Questions to the Right People   Never Taken a          Took the Free Trial        Took the Free      Free Trial ...
This is How the Pros Do It:                                                      Boom.      From Conversion Rate Experts’ ...
This is How the Pros Do It:                                                      Boom.                                    ...
This process made SEOmoz $1mm in additionalrevenue in 2009, when we desperately needed it.             CRE detailed their ...
10 Tactical Tips for CRO
#1: Make Pages Load BLAZING FAST        Data from @jcolman of REI          http://www.slideshare.net/jcolman/web-performan...
#2: Align Visitor Intent and Page Purpose            From Avinash Kaushik’s post: http://www.kaushik.net/avinash/tips-for-...
#3: Poor Design Negatively Impacts Everything             Good place to find great designers: http://dribbble.com
#4: Know Your Tools  This excellent resource lists 15 tools that can help better understand your  visitors: http://www.con...
#5: Don’t Force Unnecessary Steps         The $300mm button story is a great anecdotal piece on this:         http://www.u...
#6: Concrete & Emotional > Abstract & Intellectual              From this excellent infographic: http://www.zippycart.com/...
#7: The Inclusion of “Free” Works        From this excellent infographic: http://www.zippycart.com/infographics/how-      ...
#8: More Product Detail + Better Presentation = WIN              Zappos’ great videos and detailed images help make them a...
#9: Video Works30.0% to 33.2%  increase inconversion after the video wasadded. (10% lift)                http://www.common...
#9: But You Have to Optimize It      Three must-read links on video for conversion: http://conversionxl.com/how-to-use-vid...
#10: Don’t Fall Into the Trap of Copying Others’ Results      14% Increase in Sales                          20% Increase ...
BONUS #11: More Tips Than You Can Imagine            From Unbounce: http://unbounce.com/conversion-rate-optimization/544- ...
Rand Fishkin, CEO, SEOmoz• Email: rand@seomoz.org• Twitter: @randfish• Blog: http://moz.com/rand and http://seomoz.org/blo...
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H/F University Presents: Growth Hacks - Rand Fishkin

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Rand Fishkin, CEO of SEOmoz, the most popular source for SEO software, presents tips on conversion rate optimization. Or as it's better known, how to get people to buy and not just browse.
Sponsored by::Windows 8 App Store * Video on HackersandFounders.tv

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  1. 1. The Big Picture of CRO Rand Fishkin, CEO, SEOmoz rand@seomoz.org
  2. 2. Basics of CRO
  3. 3. I want more peoplewho visit the site tosubscribe via email From my blog: http://moz.com/rand/
  4. 4. A) More People Visiting B) HigherConversion Rate
  5. 5. Let’s Improve the Call to Action!This must bethe problem!
  6. 6. A/B TestingWe’ll show half our visitors one and half the other, and get a winner
  7. 7. Multivariate Testing We’ll show each version to a percentage of visitors and find a winner
  8. 8. Statistical Significance Testing Most testing platforms have this built in. If you need a generic one and some tips on statistical significance, Avinash’s post here has good stuff: http://www.kaushik.net/avinash/excellent-analytics-tip1-statistical-significance/
  9. 9. We Can Test Everything! Location on Page Display Width Box Color Address Verification Social Proof Inclusion Different Versions Based on User BehaviorLoading After the Page Changing Messaging on Call-to-Action Copy Different Types of Pages/Posts
  10. 10. That’s Not CRO
  11. 11. What if this isn’t the problem?
  12. 12. What if this is?
  13. 13. What if this guy is?
  14. 14. Discovery Testing Consideration CRO is about getting your Conversioncustomers from here to here Subscriber for 3 Months Subscriber for 6 Months Subscriber for 12+ Months
  15. 15. Discovery Testing Consideration Great CRO isabout moving Conversionthem here, too Subscriber for 3 Months Subscriber for 6 Months Subscriber for 12+ Months
  16. 16. What’s in a Conversion Decision?
  17. 17. Likability Design Branding Historical Experiences Trust Social ProofWord of Mouth Associations UX CONVERSION DECISION Price (it’s a complex process) CTAs ProcessCopywriting Word of Mouth Timing Amount of Pain Effort Required Discovery Path
  18. 18. How Do We Find Out What Needs Optimizing?
  19. 19. Segment Our Visitors & Survey Them You can see a breakdown of our industry survey results here: http://www.seomoz.org/seo-industry-survey
  20. 20. Ask Smart Questions to the Right People Never Taken a Took the Free Trial Took the Free Free Trial But Left Trial and StayedWhat are you seeking What made you take What initially madefrom SEOmoz? What’s the free trial? you want SEOmoz?brought you back? What objections did What objections didWhat would make you you have and how did you have and how didmore likely to sign up? you overcome them? you overcome them?What are your biggest What caused you to What’s been mostobjections to signup? cancel subscription? valuable to you? What would have made Had success w/ Moz? you stay a subscriber? Can we share?
  21. 21. This is How the Pros Do It: Boom. From Conversion Rate Experts’ case study (which is definitely worth a read): http://www.conversion-rate-experts.com/crazy-egg-case-study/
  22. 22. This is How the Pros Do It: Boom. And Shakalaka. From Conversion Rate Experts’ case study (which is definitely worth a read): http://www.conversion-rate-experts.com/crazy-egg-case-study/
  23. 23. This process made SEOmoz $1mm in additionalrevenue in 2009, when we desperately needed it. CRE detailed their results with us here: http://www.conversion-rate- experts.com/seomoz-case-study/
  24. 24. 10 Tactical Tips for CRO
  25. 25. #1: Make Pages Load BLAZING FAST Data from @jcolman of REI http://www.slideshare.net/jcolman/web-performance-optimization-the-silver- bullet-of-seo-and-ux
  26. 26. #2: Align Visitor Intent and Page Purpose From Avinash Kaushik’s post: http://www.kaushik.net/avinash/tips-for- improving-high-bounce-low-conversion-web-pages/
  27. 27. #3: Poor Design Negatively Impacts Everything Good place to find great designers: http://dribbble.com
  28. 28. #4: Know Your Tools This excellent resource lists 15 tools that can help better understand your visitors: http://www.conversion-rate-experts.com/understanding-your-visitors/
  29. 29. #5: Don’t Force Unnecessary Steps The $300mm button story is a great anecdotal piece on this: http://www.uie.com/articles/three_hund_million_button
  30. 30. #6: Concrete & Emotional > Abstract & Intellectual From this excellent infographic: http://www.zippycart.com/infographics/how- sales-messaging-affects-conversion-rates.html
  31. 31. #7: The Inclusion of “Free” Works From this excellent infographic: http://www.zippycart.com/infographics/how- sales-messaging-affects-conversion-rates.html
  32. 32. #8: More Product Detail + Better Presentation = WIN Zappos’ great videos and detailed images help make them a standout in the field of online retailing: http://www.zappos.com/puma-future-cat-remix-2-ferrari-dandelion-black-high-risk-red
  33. 33. #9: Video Works30.0% to 33.2% increase inconversion after the video wasadded. (10% lift) http://www.commoncraft.com/common-craft-video-dropboxcom-effective
  34. 34. #9: But You Have to Optimize It Three must-read links on video for conversion: http://conversionxl.com/how-to-use-video-to-increase- conversions/, and the case study data for eParty: http://www.internetretailer.com/2011/02/22/videos-boost-online- profile-eparty-unlimited and for Premiere Game Tables: http://blog.treepodia.com/2011/03/ecommerce-video-roi-a- case-study/. I also highly recommend http://wistia.com which we use at Moz for video.
  35. 35. #10: Don’t Fall Into the Trap of Copying Others’ Results 14% Increase in Sales 20% Increase in Sales Great post on case studies and lessons learned: http://www.seomoz.org/blog/lessons- learned-from-21-case-studies-in-conversion-rate-optimization-10585
  36. 36. BONUS #11: More Tips Than You Can Imagine From Unbounce: http://unbounce.com/conversion-rate-optimization/544- conversion-rate-optimization-tips/
  37. 37. Rand Fishkin, CEO, SEOmoz• Email: rand@seomoz.org• Twitter: @randfish• Blog: http://moz.com/rand and http://seomoz.org/blogThe Big Picture of CRO
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