Learn how conversion rate optimization can have a huge impact on your business.

1. CONVERSION RATE OPTIMIZATION
Don’t panic, this is easy stuff! We’ll have some fun too.
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2. Who is Roger Kondrat?
• Entrepreneur
• Professional Speaker (Canada, UK, US)
• Director of Strategy, West17Media
• Social Media Consultant
• Former Blogger
• Hockey & Rugby lover
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3. West17Media - Everything Digital
• Search Optimization (SEO)
• Search Marketing (SEM)
• Managed Email Marketing
• Content Creation &
Optimization
• Video
• Mobile
• Training
• Flying Monkeys are cool.. Are you paying
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4. What are we going to talk about?
• What is Conversion Rate Optimization (#CRO)
• Different stages CRO can be applied
• Test! (just kidding, but workgroups are
involved)
• Q&A
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5. WHAT IS CONVERSION RATE
OPTIMIZATION (#CRO)
CRO is a method of refining your website to
improve the rate customers convert to
subscribers, buyers or whatever your goal is
from a visit.
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6. What this means to you!
MORE MONEY PER CLICK/VISITOR! BETTER
RETURN ON INVESTMENT (AKA. ROI)
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7. HOW!!!
First let’s categorize CRO and then poke the
dragon.
Pre-deployment Live Analytics
Testing Real World Testing Testing
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8. Pre-deployment
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9. Pre-deployment
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10. Pre-deployment
Thoughts?
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11. Pre-deployment
10% 90%
Thoughts?
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12. Pre-deployment
Thoughts?
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13. Pre-deployment
10% 90%
Thoughts?
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14. Live - What are users ‘actually’
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15. Live - What are users ‘actually’
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16. Live - What are users ‘actually’
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17. Live - What are users ‘actually’
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18. Live - What are users ‘actually’
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19. Live - Where are users clicking?
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20. Live - Where are users clicking?
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21. Even the big brands are finding
surprises
Text
Text
Which one?
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22. Even the big brands are finding
surprises
Text
Text
Which one?
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23. Even the big brands are finding
surprises
Text
Text
Which one?
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24. Even the big brands are finding
surprises
100+% improvement...
Why?
Text
Text
Which one?
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25. Raw feedback
.
.
.
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26. Are you tracking Events?
• Visited URL - When a visitor loads a specified web page
on your site.
• Clicked Element - When a visitor clicks on a specified
page item, typically a link, button or other kind of visual.
• Form Submission - When a visitor successfully submits a
web form to your website.
• Custom Event - These are events tracked through our
APIs that can occur from places other than your website.
• How to Track a Visit to a URL
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27. Just a small snap shot of the
mountain of data we review in
addition to Google Analytics
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28. Just a small snap shot of the
mountain of data we review in
addition to Google Analytics
*Context: We ran this last night
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29. A/B Testing versus Multivariate
Optimization at a glance
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30. Knowledge on it’s head
• Do forms affect conversion rates?
• Does the form’s length affect conversion rates?
• What are some of your experiences?
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31. Some basic steps to get you started
• Setup your analytics (properly)
• Get a speed check
• Look for broken links
• Traffic QUALITY is important, not just QUANTITY
• Do you look trust worth? Are your staff listed?
• Do you have visitor capture programs in place?
• Is there clear calls to action?
• Do you have landing pages? Are they needed in your
industry or product category?
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32. LETS GET TO WORK! YOU ARE THE
OPTIMIZERS NOW!
We are putting the rubber to the ground
and testing what you learned about CRO or
think you know. This is a chance to learn by
ASKING and being pushed to DO
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33. Rules / Logistics
• Choose a website from one of your team members
• If you choose (insert team members name aka Bob)
website, then Bob becomes your team leader and
presents what discussed
• We will load Bob’s website up on the main screen
• Bob talks about what the team feels can be optimized
• We discuss it. **YOU ARE THE USERS NOW**
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34. Your logo here.
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35. Contact Details
• http://west17media.com
• http://twitter.com/west17media
• http://www.facebook.com/west17media
• http://twitter.com/roger
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