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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

Mima Summit 2010 Presentation: Mima Summit 2010 Presentation: Presentation Transcript

  • Basics of Conversion Rate Optimization
    Mima Summit 2010
    Scott Miller, CEO Vertster.com
    @optimizeit
  • What is Conversion Rate Optimization (CRO)
    PPC Traffic
    • PPC/SEO/ Demand Generation widens the top of the funnel
    • CRO makes the bottom of the funnel fatter
    • End result- more leads, sales, customers, happiness
    Conversions
  • 4 Things to do Before you Begin
    Make sure your site works!!!!!
    Double check your forms
    Improve Load Times
    Consider upgrading old HTML- CSS Based layouts work best
  • #fail
  • Before you Begin
    Make sure your site works
    Double check your forms
    Improve Load Times
    Consider upgrading old HTML- CSS Based layouts work best
  • Table Layout
  • CSS – XHTML Layout
  • 5 Tactics for Increasing Conversion Rates
    Your Gut/ Bosses Gut Instinct
    Follow the Herd/ Best Practices
    Leverage Public Test Data
    Run your Own Tests
  • 1. Use your Gut Instinct
    It “Feels” right
    Have to do it to keep your job
    Requires no research or effort
    Relies on your own Expertise
    PROS
  • 1. Use Your Gut Instinct
    Usually wrong
    Completely Subjective
    Could lose your job if you are wrong
    “Experts” are wrong frequently
    CONS
  • 2. Follow the Herd/Best Practices
    Ideal if you don’t have enough traffic
    Easily Accessible
    There are a wealth of “experts”
    Great starting point for new sites or if you need to start testing
    PROS
  • What works for many does not work for all
    Your competitors can are doing it too
    CONS
    2. Follow the Herd/Best Practices
  • Best Practices: 7 C’s of Conversion Optimization
  • 1. Capture Attention
    Use “YOU” in your copy
    Write to the benefits of the user
    Use “action” phrases
  • 2. Maintain Consistency
    PPC creative to Landing Page Message Match
  • 3. Make it Clear- (Keep it Simple, Stupid)
  • 4. Clarify Offer/ Value Proposition
  • 5. Boost Credibility
  • 6. Create Scarcity
  • 7. Close the Sale
  • 7 C’sSummary
    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
  • 4. Leverage Others Test Data
    Similar to Best Practices
    Proven Data
    More and More resources all the time
    Difficult to get Test Data for similar sites
    What works for one site does not work for all
    CONS
    PROS
  • 5. Run a Test on your Site
    Get real, actionable, objective data
    Tools are available for all budgets
    Ever increasing number of “experts”
    It is technical
    Requires a statistically significant amount of traffic (lots).
    Can give false positives.
    CONS
    PROS
  • How to Roll your Own Tests
    Plan your Strategy
    Have clear, defined goals
    Select an Agency/Vendor or use GWO
    What type of Test should you run?
  • What Type of Test?
    A/B:
    Easy to understand
    Requires less traffic
    One in Three tests get a lift
    Multivariate:
    Increased odds of seeing lift
    Takes longer to get results
    Requires up-front investment
  • Easy High Impact Tests
    Buttons: Size, Position, Copy, Color
    Value Proposition: Headlines, Copy, Product Shots
    Offer: Scarcity, Credibility, Promotion
    Usability: Font Size, Number of Form Fields, Length of Page
    Media: Animation, Video, Audio, Spokespeople
  • Tech Talk: What is Possible
    Simple Stuff:
    Different Complete URLs
    Headlines
    Images
    HTML
    Advanced Stuff:
    AJAX/Jquery
    CSS Style Sheets
    Javascript
    Dynamic Content Injection
  • Case Study: Search Landing Page
  • MVT – Four Variables, 81 Recipes
    Header
    Top Navigation
    Main Nav
    “Pre Results”
    Goal: Click on Outgoing Paid Ads
    Overview of Test Design
  • Results
    • Removed Message
    • Removed Navigation
    • Removed Breadcrumbs
    40% Lift
  • 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
    Overview of Test Design
  • 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.