Conversion Rate Optimisation           (CRO)
Content • Background • How to Get Started • Examples
Background
What is CRO?
Small Incremental Improvements….
Tailored and Relevant Experience
The Amazon Example
Amazon – Continual Improvement                                                     Today                                  ...
How Amazon Has Evolved                                                              Personalisation                       ...
CRO for Amazon = Revenue
Source: Market Motive 2012
Barriers to Getting Started
Barriers
The 2013 Digital Marketing   Optimisation Survey
How to Get Started
Steps 1 & 2                                                              Personalisation                                  ...
Discovery
Discovery Starts With Asking Questions? What is your conversion at each stage of the conversion funnel?
What and WhyCompanies who integrated usability testingand analytics well were more than 2x aslikely to have seen a large i...
Tools To Help With Discovery                      WhatQuantitative                     Qualitative                      Why
Understanding Strengths & Limitations                  Persuasive                   Intuitive                   Usable    ...
Strategy
Prioritisation
Testing
Typical Testing Options Roadmap                                             MVT Testing                             A/B n ...
Summary                                                          Site                                                     ...
Examples
What do we test??
What to test?
Testing Trust Elements• Adding ticks improved  performance by 1.41%• Replacing ‘VeriSign’ with FTSE  and other associated ...
Testing layout and navigation
Variants     A     B   C                   WINNER     D     E   F
Best Performing Page – Variant F• The leading variant  dominated the other  variants from the outset  and ended with a 327...
Testing Call to Action & Value Proposition
Testing Call to Action & Value Proposition
Variants                   WINNER   A       B   C            D
Winning Variant Metrics                                       WINNER Winning Variant • Conversion rate: 1.83% • Conversion...
Summary
Summary Summary  • What is CRO?     → Turning more Visitors into Customers  • How is this achieved?     → Continual increm...
1. Reading
THANKSCONTACT:TOM.EDMONDS@DGM-AU.COM
Conversion Rate Optimisation - Perth Conference - March 2013
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Conversion Rate Optimisation - Perth Conference - March 2013

  1. 1. Conversion Rate Optimisation (CRO)
  2. 2. Content • Background • How to Get Started • Examples
  3. 3. Background
  4. 4. What is CRO?
  5. 5. Small Incremental Improvements….
  6. 6. Tailored and Relevant Experience
  7. 7. The Amazon Example
  8. 8. Amazon – Continual Improvement Today Late 2000’s Mid 2000’s Early 2000’sLate 90s
  9. 9. How Amazon Has Evolved Personalisation (Across Channels) Automated Optimisation (Personalisation) Content Targeting (customer segments) Testing (Know what users WANT to do and WHY) Discovery (Know what users did)
  10. 10. CRO for Amazon = Revenue
  11. 11. Source: Market Motive 2012
  12. 12. Barriers to Getting Started
  13. 13. Barriers
  14. 14. The 2013 Digital Marketing Optimisation Survey
  15. 15. How to Get Started
  16. 16. Steps 1 & 2 Personalisation (Across Channels) Automated Optimisation (Personalisation) Content Targeting Testing (Know what users WANT to do and WHY) Discovery (Know what users did)
  17. 17. Discovery
  18. 18. Discovery Starts With Asking Questions? What is your conversion at each stage of the conversion funnel?
  19. 19. What and WhyCompanies who integrated usability testingand analytics well were more than 2x aslikely to have seen a large increase in salesas those that didn’tConversion rate Optimisation Report 2012
  20. 20. Tools To Help With Discovery WhatQuantitative Qualitative Why
  21. 21. Understanding Strengths & Limitations Persuasive Intuitive Usable Accessible Functional
  22. 22. Strategy
  23. 23. Prioritisation
  24. 24. Testing
  25. 25. Typical Testing Options Roadmap MVT Testing A/B n Testing A/B TestingLanding Page Complexity Time
  26. 26. Summary Site Audit Benchmarking Data Analysis Discovery Scope Performance Prioritisation Design Test Strategy Roadmap Execution Test Report Strategy
  27. 27. Examples
  28. 28. What do we test??
  29. 29. What to test?
  30. 30. Testing Trust Elements• Adding ticks improved performance by 1.41%• Replacing ‘VeriSign’ with FTSE and other associated logo’s improved performance by 9.87%• Overall winner improved performance by 24.54%
  31. 31. Testing layout and navigation
  32. 32. Variants A B C WINNER D E F
  33. 33. Best Performing Page – Variant F• The leading variant dominated the other variants from the outset and ended with a 327.37% uplift against the control.• This added $10M+ per annum
  34. 34. Testing Call to Action & Value Proposition
  35. 35. Testing Call to Action & Value Proposition
  36. 36. Variants WINNER A B C D
  37. 37. Winning Variant Metrics WINNER Winning Variant • Conversion rate: 1.83% • Conversion uplift 48.14% • Confidence: 98.18% • Monthly Subs uplift: 182 • Monthly revenue uplift: $14,477 • 6 Month uplift: $86,865 • 12 Month uplift $173,730
  38. 38. Summary
  39. 39. Summary Summary • What is CRO? → Turning more Visitors into Customers • How is this achieved? → Continual incremental changes • What methods can I employ? → Discovery → Strategy → Test
  40. 40. 1. Reading
  41. 41. THANKSCONTACT:TOM.EDMONDS@DGM-AU.COM

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