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
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
Before you Begin Make sure your site works Double check your forms Improve Load Times Consider upgrading old HTML- CSS Based layouts work best
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
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
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.