2010 SMX Advanced - Advanced CRO Beyond the Landing Page

SMX Advanced 2010Advanced Conversion Rate Optimization- Going Way Beyond the Landing Page
Scott Miller
Vertster.com
@optimizeit

Don’t test video, test which video!!

Split Test
Organic Traffic
URL Kept Constant
Conversion Proxy
Goal: Watch Whole Video
Overview of Test Design

What do you think?

Results
45%
more watched whole video

Where did they drop off?

3 Takeaways
You *should* Test alternate videos
Use a conversion proxy if you don’t have enough traffic
Don’t believe everything you hear in college

Landing Pages Are Only the 50 Yard Line for many sites.

Don’t be afraid to go deep!

Remember the 7 C’s of Conversion Optimization
Capture the attention of the Customer
Maintain Consistency throughout the experience
Make it Clear What the User is Supposed to do
Communicate the Unique Value Proposition
Instill Credibility in your Company
Create Scarcity to Increase Demand
Close the Sale

A few examples of “going deep”
Sitewide Optimization (SWO)
Checkout flow testing
Credibility Enhancement
Change Design/CSS
Repeat/Reinforce Search Ad or Landing Page Offer
Maximize Event Yield

Example: Sitewide Credibility
The Age Old Question…
Is the Security Seal worth the money?

Example: Sitewide Credibility
With a Twist…
What if you make your own seal??

A/B/C Split Test
All Traffic/ Pages (SWO)
Several Hundred Online Stores
Goal: Sales Conversion/ RPV

What do you think?

Results
“Name Brand” Seal was best
Better to have no seal than homemade seal
Homemade reduced RPV by 5-10%

3 Takeaways
People spend/share more when they feel safe
Be cognizant of experimental noise
Don’t Ignore Segments- Dayparting, URL parting, etc are important with SWO.

Will a cleaner look and feel result in more advertising clicks??

MVT – Four Variables, 81 Recipes
Header
Top Navigation
Main Nav
“Pre Results”
Goal: Click on Outgoing Paid Ads

Results
Removed Message
Removed Navigation
Removed Breadcrumbs
40% Lift

3 Takeaways
Practice relentless de-cluttering
Conversion can mean many things
Combining LPO with Sitewide Optimization is the fastest path to CRO nirvana.

Thank you, Now “Go Deep!”
Scott Miller
http://www.vertster.com/
Twitter: @optimizeit

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2010 SMX Advanced - Advanced CRO Beyond the Landing Page

by Vertster.com on Jun 14, 2010

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2010 SMX Advanced - Advanced CRO Beyond the Landing Page — Presentation Transcript