Getting Started With Conversion Rate Optimization

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Aaron Weiche's presentation from MnSearch.org's "Landing Page and Conversion Rate Optimization" Search Snippets event held on July 26th, 2012 in Minneapolis, Minnesota.

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Getting Started With Conversion Rate Optimization

  1. 1. MnSearch’s #SearchSnippetsGetting Started With CRO @AaronWeiche  
  2. 2. Conversion RateOptimizationCRO is the method of creating an experience for a website or landing pagevisitor with the goal of increasing the percentage of visitors that convert intocustomers. (Thank you Wikipedia) Where to start? Where to get smart? Where to end?
  3. 3. CRO Isn’t New!Apply tried and truefactors with ideas.
  4. 4. Starting With Something
  5. 5. Know where youare at.Don’t skip measuringor evaluating a“perceived” badsituation.
  6. 6. Optimize TheFunnelExisting funnels canbe optimized at everystepLanding pagesespecially
  7. 7. Structured ApproachScott Brinker – Search Engine Landhttp://searchengineland.com/the-ready-conversion-optimization-framework-43814
  8. 8. Know YourRecipeOnly change ONEingredient at a time.HeadlinesContentMediaCTA
  9. 9. Matrix Your FactorsMap out the types of factors you’ll want to adjust and what theyaccomplish.Benefits Features Emotion ValueSaves time Custom reports Success 30 day free trialIntegration Phrase tracking Client satisfaction $49/monthAutomation Research tools Fear Tiered pricing… Calendar Winning Monthly contract … Love Promo code … …
  10. 10. Cohort ChartsUnderstand whatoptimizationscontribute to what.Related factors, notsingle factors.
  11. 11. WhichTestWonIdeasValidation
  12. 12. MaximizeClear hypothesisA/B testingfor a championMultivirate
  13. 13. Starting With Nothing
  14. 14. Audience ModelKnow the userTarget the experienceRemove friction
  15. 15. Experience3 Step ProcessTrust and content ateach stepQuality LeadsNormal lather, rinserepeat optimization
  16. 16. TakeawaysThink like the userKnow where you areand map where you’regoingStick to structureNever stop
  17. 17. Thank you, you are allfabulous.Aaron Weiche@AaronWeicheFacebook.com/weicheaweiche@spydertrap.com

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