How to Increase your Conversion Rate

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How to Increase your Conversion Rate

  1. 1. HOW TO PROACTIVELY INCREASE CONVERSION RATES
  2. 2. AGENDA <ul><li>Conversion Management </li></ul><ul><ul><li>What does it mean? </li></ul></ul><ul><ul><li>A/B Testing </li></ul></ul><ul><ul><li>Multivariate Testing </li></ul></ul><ul><li>Virgin Casino Case study </li></ul><ul><li>Ladbrokes Casino example </li></ul><ul><li>Specific results from other industries </li></ul><ul><ul><li>Landing page </li></ul></ul><ul><ul><li>Offers </li></ul></ul><ul><ul><li>Forms </li></ul></ul><ul><ul><li>Payment </li></ul></ul><ul><li>More Advanced Management - visitor targeting </li></ul>
  3. 4. New Button – 27% increase in clickthroughs… … and 3% decrease in sales! Button Variant Visual Payment Page Uplift Sales Conversion Rate Uplift “ Buy” (control) 0.00% 0.00% “ Select” (new) 27.30% -2.96%
  4. 5. WHAT HAS BEEN HAPPENING… Traffic Driving Retention CONVERSION
  5. 6. A/B testing takes one element from a web page and trials it against a second variation. This process determines the most effective version for achieving your desired outcome. A/B testing is simple, effective and yields results extremely quickly. Tangible gains are obvious and easy to implement. <ul><li>A/B Testing – Design testing in its simplest form </li></ul>CONVERSION MANAGEMENT maxymiser TM
  6. 7. Which one won?
  7. 8. 6.45% less wasted traffic! 6.45% Increase in Applications! Maxybox Lift on control Variant1 6.45% Control 0%
  8. 9. MULTIVARIATE TESTING / OPTIMISING Allows testing of multiple areas of a web page with many variations of content
  9. 10. <ul><li>Multivariate Testing </li></ul><ul><li>Testing methods </li></ul><ul><li>Manual (traditional) </li></ul><ul><li>Automatic - Continuous Optimisation </li></ul><ul><li>Key areas for MVT </li></ul><ul><li>Call to actions (buttons, </li></ul><ul><li>messages, etc) </li></ul><ul><li>High traffic pages / entry points </li></ul><ul><li>Blockages in visitor path </li></ul><ul><li>(funnel analysis) </li></ul><ul><li>Checkout / registration </li></ul><ul><li>Search results pages </li></ul><ul><li>Product page templates </li></ul>CONVERSION MANAGEMENT
  10. 11. Test Variants
  11. 12. New Page – 119% increase in clicks on Join Free Double digit increase in Subscriptions Content Combination Lift on control 1 119% 2 112% 3 112% 4 104% Etc … Default Content 0.00%
  12. 13. SCRAPING THE SURFACE <ul><ul><li>Sign-up pages / Forms </li></ul></ul><ul><ul><li>Payment processes </li></ul></ul><ul><ul><li>Cross sell areas </li></ul></ul><ul><ul><li>Promotions </li></ul></ul><ul><li>Landing pages are only the start - is the rest of the site performing well? </li></ul>
  13. 14. CASINO LANDING PAGE vs New header and message: 16% more click throughs 6.5% increase in Registrations
  14. 15. CASINO LANDING PAGE TEST PAGE & VARIANTS
  15. 16. CASINO LANDING PAGE TEST PAGE & VARIANTS
  16. 17. RESULTS New Page – 37% increase in call to action clicks £200,000 increase in revenue
  17. 18. Test Variants
  18. 20. New Page – 14% increase in flow through checkout!! Content Variant Conversion rate Lift on control Page 1 85.43% 14.11% Control (Page 85) 74.87% 0.00%
  19. 21. CONVERSION MANAGEMENT, ADVANCED Personalise content: Move from one site fits all to tailored sites / pages for different users to increase relevance and conversion rates <ul><li>Create multiple campaigns (can be automated) </li></ul><ul><li>Test content based on segment </li></ul><ul><li>Serve dynamic content </li></ul><ul><li>Monitor conversion </li></ul><ul><li>Increase ROI </li></ul><ul><li>Increase Revenue </li></ul>
  20. 22. TARGETING
  21. 23. CONVERSION MANAGEMENT <ul><ul><li>It makes affiliate sites perform better </li></ul></ul><ul><ul><li>- more clickouts where you want them </li></ul></ul><ul><ul><li>It makes merchant sites more effective </li></ul></ul><ul><ul><li>higher conversion % = higher EPC (earnings per click) </li></ul></ul><ul><ul><li>It delivers better user experience </li></ul></ul><ul><ul><li>It optimises your forms, processes and check-outs </li></ul></ul><ul><ul><li>It helps you beat CPA targets and report on efforts </li></ul></ul><ul><ul><li>It increases revenue for all parties in the affiliate chain </li></ul></ul><ul><li>What can Conversion Management solutions do for you? </li></ul>
  22. 24. TEST PLATFORMS <ul><ul><li>Maxymiser is unique in offering all levels of optimisation in one platform (behavioural targeting, segmentation and multivariate / a/b testing). </li></ul></ul><ul><ul><li>Free tools such as Google Web Optimiser offer entry level multivariate testing and will suit some small business models where proactive technical support and a fully managed service (including creative) are not needed. </li></ul></ul><ul><ul><li>Most clients of scale select Maxymiser or one of its commercial competitors for their level of service guarantees, proactive technical support and ability to test any element of site content and track multiple metrics. </li></ul></ul><ul><ul><li>Maxymiser’s success to date has been partly down to our proactive managed service, helping clients understand what to test to get the most ROI then guiding them through the whole process to minimise technical, management and creative resource requirement. </li></ul></ul><ul><li>What tools are available? </li></ul>
  23. 25. QUESTIONS?

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