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Boost Your Conversion Rate
 

Boost Your Conversion Rate

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Boost Your Conversion Rate

Boost Your Conversion Rate
LBi Belgium
Hans Bruinsma

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    Boost Your Conversion Rate Boost Your Conversion Rate Presentation Transcript

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