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Basics of Conversion Rate Optimization<br />Mima Summit 2010<br />Scott Miller, CEO Vertster.com<br />@optimizeit<br />
What is Conversion Rate Optimization (CRO)<br />PPC Traffic<br /><ul><li>PPC/SEO/ Demand Generation widens the top of the ...
CRO makes the bottom of the funnel fatter
End result- more leads, sales, customers, happiness</li></ul>Conversions<br />
4 Things to do Before you Begin<br />Make sure your site works!!!!!<br />Double check your forms<br />Improve Load Times<b...
#fail<br />
Before you Begin<br />Make sure your site works<br />Double check your forms<br />Improve Load Times<br />Consider upgradi...
Table Layout<br />
CSS – XHTML Layout<br />
5 Tactics for Increasing Conversion Rates<br />Your Gut/ Bosses Gut Instinct<br />Follow the Herd/ Best Practices<br />Lev...
1. Use your Gut Instinct<br />It “Feels” right<br />Have to do it to keep your job<br />Requires no research or effort<br ...
1. Use Your Gut Instinct<br />Usually wrong<br />Completely Subjective<br />Could lose your job if you are wrong<br />“Exp...
2. Follow the Herd/Best Practices<br />Ideal if you don’t have enough traffic<br />Easily Accessible<br />There are a weal...
What works for many does not work for all<br />Your competitors can are doing it too<br />CONS<br />2. Follow the Herd/Bes...
Best Practices: 7 C’s of Conversion Optimization<br />
1. Capture Attention<br />Use “YOU” in your copy<br />Write to the benefits of the user<br />Use “action” phrases<br />
2. Maintain Consistency<br />PPC creative to Landing Page Message Match<br />
3. Make it Clear- (Keep it Simple, Stupid)<br />
4. Clarify Offer/ Value Proposition<br />
5. Boost Credibility<br />
6. Create Scarcity<br />
7. Close the Sale<br />
7 C’sSummary<br />Capture the attention of the Customer<br />Maintain Consistency throughout the experience<br />Make it C...
4. Leverage Others Test Data<br />Similar to Best Practices<br />Proven Data<br />More and More resources all the time<br ...
5. Run a Test on your Site<br />Get real, actionable, objective data<br />Tools are available for all budgets<br />Ever in...
How to Roll your Own Tests<br />Plan your Strategy<br />Have clear, defined goals<br />Select an Agency/Vendor or use GWO<...
What Type of Test?<br />A/B:<br />Easy to understand<br />Requires less traffic<br />One in Three tests get a lift<br />Mu...
Easy High Impact Tests<br />Buttons: Size, Position, Copy, Color<br />Value Proposition: Headlines, Copy, Product Shots<br...
Tech Talk: What is Possible<br />Simple Stuff:<br />Different Complete URLs<br />Headlines<br />Images<br />HTML<br />Adva...
Case Study: Search Landing Page<br />
MVT – Four Variables, 81 Recipes<br />Header<br />Top Navigation<br />Main Nav<br />“Pre Results”<br />Goal: Click on Outg...
Results<br /><ul><li>Removed Message
Removed Navigation
Removed Breadcrumbs</li></ul>40% Lift<br />
Example: Sitewide Credibility<br />The Age Old Question…<br />Is the Security Seal worth the money?<br />
Example: Sitewide Credibility<br />With a Twist…<br />What if you make your own seal??<br />
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  • Just like with paid traffic- you want to make sure your site works correctly before you launch a conversion rate optimization campaign- Verify site availability with a tool like pingdom, gomez Double check that the forms on your site work, make sure your site works in all browsers- browsercam Improve load times by optimizing your HTML, removing un-needed scripts, etc. Use tools like yslow (firebug) to pinpoint trouble spots Consider upgrading the HTML of your site to use CSS and XHTML rather than tables
  • Just like with paid traffic- you want to make sure your site works correctly before you launch a conversion rate optimization campaign- Verify site availability with a tool like pingdom, gomez Double check that the forms on your site work, make sure your site works in all browsers- browsercam Improve load times by optimizing your HTML, removing un-needed scripts, etc. Use tools like yslow (firebug) to pinpoint trouble spots Consider upgrading the HTML of your site to use CSS and XHTML rather than tables
  • Transcript of "Mima Summit 2010 Presentation:"

    1. 1. Basics of Conversion Rate Optimization<br />Mima Summit 2010<br />Scott Miller, CEO Vertster.com<br />@optimizeit<br />
    2. 2. What is Conversion Rate Optimization (CRO)<br />PPC Traffic<br /><ul><li>PPC/SEO/ Demand Generation widens the top of the funnel
    3. 3. CRO makes the bottom of the funnel fatter
    4. 4. End result- more leads, sales, customers, happiness</li></ul>Conversions<br />
    5. 5. 4 Things to do Before you Begin<br />Make sure your site works!!!!!<br />Double check your forms<br />Improve Load Times<br />Consider upgrading old HTML- CSS Based layouts work best<br />
    6. 6. #fail<br />
    7. 7. Before you Begin<br />Make sure your site works<br />Double check your forms<br />Improve Load Times<br />Consider upgrading old HTML- CSS Based layouts work best<br />
    8. 8. Table Layout<br />
    9. 9. CSS – XHTML Layout<br />
    10. 10. 5 Tactics for Increasing Conversion Rates<br />Your Gut/ Bosses Gut Instinct<br />Follow the Herd/ Best Practices<br />Leverage Public Test Data<br />Run your Own Tests<br />
    11. 11. 1. Use your Gut Instinct<br />It “Feels” right<br />Have to do it to keep your job<br />Requires no research or effort<br />Relies on your own Expertise<br />PROS<br />
    12. 12. 1. Use Your Gut Instinct<br />Usually wrong<br />Completely Subjective<br />Could lose your job if you are wrong<br />“Experts” are wrong frequently<br />CONS<br />
    13. 13. 2. Follow the Herd/Best Practices<br />Ideal if you don’t have enough traffic<br />Easily Accessible<br />There are a wealth of “experts”<br />Great starting point for new sites or if you need to start testing<br />PROS<br />
    14. 14. What works for many does not work for all<br />Your competitors can are doing it too<br />CONS<br />2. Follow the Herd/Best Practices<br />
    15. 15. Best Practices: 7 C’s of Conversion Optimization<br />
    16. 16. 1. Capture Attention<br />Use “YOU” in your copy<br />Write to the benefits of the user<br />Use “action” phrases<br />
    17. 17. 2. Maintain Consistency<br />PPC creative to Landing Page Message Match<br />
    18. 18. 3. Make it Clear- (Keep it Simple, Stupid)<br />
    19. 19. 4. Clarify Offer/ Value Proposition<br />
    20. 20. 5. Boost Credibility<br />
    21. 21. 6. Create Scarcity<br />
    22. 22. 7. Close the Sale<br />
    23. 23. 7 C’sSummary<br />Capture the attention of the Customer<br />Maintain Consistency throughout the experience<br />Make it Clear What the User is Supposed to do <br />Communicate the Unique Value Proposition<br />Instill Credibility in your Company<br />Create Scarcity to Increase Demand<br />Close the Sale<br />
    24. 24. 4. Leverage Others Test Data<br />Similar to Best Practices<br />Proven Data<br />More and More resources all the time<br />Difficult to get Test Data for similar sites<br />What works for one site does not work for all<br />CONS<br />PROS<br />
    25. 25. 5. Run a Test on your Site<br />Get real, actionable, objective data<br />Tools are available for all budgets<br />Ever increasing number of “experts”<br />It is technical<br />Requires a statistically significant amount of traffic (lots).<br />Can give false positives.<br />CONS<br />PROS<br />
    26. 26. How to Roll your Own Tests<br />Plan your Strategy<br />Have clear, defined goals<br />Select an Agency/Vendor or use GWO<br />What type of Test should you run?<br />
    27. 27. What Type of Test?<br />A/B:<br />Easy to understand<br />Requires less traffic<br />One in Three tests get a lift<br />Multivariate:<br />Increased odds of seeing lift<br />Takes longer to get results<br />Requires up-front investment<br />
    28. 28. Easy High Impact Tests<br />Buttons: Size, Position, Copy, Color<br />Value Proposition: Headlines, Copy, Product Shots<br />Offer: Scarcity, Credibility, Promotion<br />Usability: Font Size, Number of Form Fields, Length of Page<br />Media: Animation, Video, Audio, Spokespeople<br />
    29. 29. Tech Talk: What is Possible<br />Simple Stuff:<br />Different Complete URLs<br />Headlines<br />Images<br />HTML<br />Advanced Stuff:<br />AJAX/Jquery<br />CSS Style Sheets<br />Javascript<br />Dynamic Content Injection<br />
    30. 30. Case Study: Search Landing Page<br />
    31. 31. MVT – Four Variables, 81 Recipes<br />Header<br />Top Navigation<br />Main Nav<br />“Pre Results”<br />Goal: Click on Outgoing Paid Ads<br />Overview of Test Design<br />
    32. 32. Results<br /><ul><li>Removed Message
    33. 33. Removed Navigation
    34. 34. Removed Breadcrumbs</li></ul>40% Lift<br />
    35. 35. Example: Sitewide Credibility<br />The Age Old Question…<br />Is the Security Seal worth the money?<br />
    36. 36. Example: Sitewide Credibility<br />With a Twist…<br />What if you make your own seal??<br />
    37. 37. A/B/C Split Test<br />All Traffic/ Pages (SWO)<br />Several Hundred Online Stores<br />Goal: Sales Conversion/ RPV<br />Overview of Test Design<br />
    38. 38. What do you think?<br />
    39. 39. Results<br />“Name Brand” Seal was best<br />Better to have no seal than homemade seal<br />Homemade reduced RPV by 5-10%<br />
    40. 40. 3 Takeaways<br />People spend/share more when they feel safe<br />Be cognizant of experimental noise<br />Don’t Ignore Segments- Dayparting, URL parting, etc are important with SWO.<br />
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