How to Increase your Conversion Rate

HOW TO PROACTIVELY INCREASE CONVERSION RATES

AGENDA
Conversion Management
What does it mean?
A/B Testing
Multivariate Testing
Virgin Casino Case study
Ladbrokes Casino example
Specific results from other industries
Landing page
Offers
Forms
Payment
More Advanced Management - visitor targeting

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%

WHAT HAS BEEN HAPPENING… Traffic Driving Retention CONVERSION

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.
A/B Testing – Design testing in its simplest form
CONVERSION MANAGEMENT maxymiser TM

Which one won?

6.45% less wasted traffic! 6.45% Increase in Applications! Maxybox Lift on control Variant1 6.45% Control 0%

MULTIVARIATE TESTING / OPTIMISING Allows testing of multiple areas of a web page with many variations of content

Multivariate Testing
Testing methods
Manual (traditional)
Automatic - Continuous Optimisation
Key areas for MVT
Call to actions (buttons,
messages, etc)
High traffic pages / entry points
Blockages in visitor path
(funnel analysis)
Checkout / registration
Search results pages
Product page templates
CONVERSION MANAGEMENT

Test Variants

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%

SCRAPING THE SURFACE
Sign-up pages / Forms
Payment processes
Cross sell areas
Promotions
Landing pages are only the start - is the rest of the site performing well?

CASINO LANDING PAGE vs New header and message: 16% more click throughs 6.5% increase in Registrations

CASINO LANDING PAGE TEST PAGE & VARIANTS

RESULTS New Page – 37% increase in call to action clicks £200,000 increase in revenue

Test Variants

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%

CONVERSION MANAGEMENT, ADVANCED Personalise content: Move from one site fits all to tailored sites / pages for different users to increase relevance and conversion rates
Create multiple campaigns (can be automated)
Test content based on segment
Serve dynamic content
Monitor conversion
Increase ROI
Increase Revenue

TARGETING

CONVERSION MANAGEMENT
It makes affiliate sites perform better
- more clickouts where you want them
It makes merchant sites more effective
higher conversion % = higher EPC (earnings per click)
It delivers better user experience
It optimises your forms, processes and check-outs
It helps you beat CPA targets and report on efforts
It increases revenue for all parties in the affiliate chain
What can Conversion Management solutions do for you?

TEST PLATFORMS
Maxymiser is unique in offering all levels of optimisation in one platform (behavioural targeting, segmentation and multivariate / a/b testing).
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.
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.
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.
What tools are available?

QUESTIONS?

How to Increase your Conversion Rate

by a4uexpo Conference on May 01, 2009

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