Boost Your Conversion Rate

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Boost Your Conversion Rate
LBi Belgium
Hans Bruinsma

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Boost Your Conversion Rate

  1. 1. Boost yourconversionrate(How to of website optimization)Hans Bruinsma<br />LBi’s Client Afternoon4th February 2010<br />
  2. 2. Back to school (onlyverybriefly)<br />
  3. 3. RememberAnsoff?<br />Existing product/service<br />New product/service<br />ExisitingMarket<br />New Market<br />
  4. 4. And how do we improve on what is already there?<br />TOTAL QUALITY MANAGEMENT<br />SIX SIGMA<br />KAIZEN<br />PLAN-DO-CHECK-ACT<br />LEAN<br />We are fine planning and, to a certain extent, measuring. But what about optimizing?<br />
  5. 5. To Optimize means…<br />Makingchangesthatlead to anincrease of yourwebsite’sconversion ratio(s)<br />
  6. 6. Continuous Improvement for your website<br /> (Drive Traffic)<br /> Measuring & analyze visitor data <br /> Implement changes, test(=measure) & choose winners<br /> Repeat until Conversion rate=100%<br />
  7. 7. Why use Testing for optimization?<br />Before and after analysis is flawed<br />Full control over elements that need to be tested<br /> Even expert opinions, best practices & intuition can be wrong<br /> Content that worked last month may not work this month<br /> Testing focuses on maximizing conversion<br />
  8. 8. Pre-requisites for testing<br /> Quantifyable Objectives <br /> Translated into one or more goals that can be achieved by your website’s visitors<br /> Measure and monitor goal conversion<br /> Analists  You need people to gain insights from the data<br />
  9. 9. Get Started<br />Select Test Solution<br /> Put together a test team<br /> Create Test Plan<br /> Define success/failure<br /> Test Test (QA)<br /> Communicate results to stakeholders<br />
  10. 10. Test Design and Planning Process<br />The Hypothetis<br />Define Goal<br />Which test is best<br />Test<br />Measure & Analyze<br />
  11. 11. Launching a test<br />
  12. 12. Test Options<br />A/B Tests<br />Multivariate tests<br />Split path tests<br />Multi-page multivariate<br />Linger/the click/do anything<br />
  13. 13. A/B Tests<br />Test layout or element from a web page against one or more variations<br />Visitors<br />Version A<br />Version B<br />
  14. 14. Multi-variate tests<br />Discover best combination of page elements<br />Maximize conversions<br />Find out hot zones<br />Title<br />Image<br />Copy<br />CTA<br />
  15. 15. Split path tests<br />Find winning series of pages<br />Optimize experience, not only pages<br />Test conversions beyond single page<br />Goal<br />Scenario 1<br />Scenario 2<br />Start<br />
  16. 16. Landing pages<br />Microsites<br />Sales funnels<br />Shopping cart pages<br />Credit card pages<br />E-tail templates<br />Forms<br />Interactive pages & templates<br />Web-based interfaces<br />Copy<br />Images<br />Subtitles<br />Offers<br />Pricing<br />Promotions<br />Rich media<br />Headlines<br />Quotes<br />Calls to Action<br />Colors<br />Layout<br />Customer segments<br />Search traffic<br />Display traffic<br />Affiliate traffic<br />New & repeat visitors<br />Traffic by geography<br />Weekend vs. weekday<br />Demographic<br />Behavioral<br />Visitor Style<br />Pages<br />Content<br />Traffic<br />Impacting Conversion<br />
  17. 17. Different visitors, different styles<br />PACE:<br />QUICK<br />Vs.<br />DELIBIRATE<br />STYLE OF PROCESSING INFORMATION: LOGICAL vs. EMOTIONAL<br />
  18. 18. Testing in Action<br />
  19. 19. Layout<br />Source: getelastic.com<br />
  20. 20. Layout<br />
  21. 21. Layout<br />
  22. 22. Funnel: checkout process<br />
  23. 23. Funnel: checkout process<br />
  24. 24. Call to Action<br />
  25. 25. KeyTakeaways<br />
  26. 26. Start Simple: Learn to walk beforeyou start running<br />
  27. 27. Only test pages withenoughtraffic<br />
  28. 28. Test BIG changesfirst<br />
  29. 29. Experiment with the ‘ingredients’<br />
  30. 30. Optimization is notabout a single page only - It’s about the wholeJourney<br />
  31. 31. Segment. We’renot all the same<br />
  32. 32. “However Beautiful the Strategy, you should occasionally look at the Results”<br />Measurewhatneeds to bemeasured<br />
  33. 33. Adopt test winner and prepare for the next run<br />
  34. 34. Grow and nurture test culture<br />
  35. 35. Contact Us<br />Laurence VandelanotteStrategy and Planning Director<br />Laurence.Vandelanotte@lbigroup.be<br />Direct: +32 (0) 2 730 83 84<br />Mobile: +32 (0)473 41 20 80<br />LBi BelgiumVorstlaan 191 Bd du SouverainB-1160 BrusselsBelgium<br />

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