Boost Your Conversion Rate
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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
    View slide
  • 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?
    View slide
  • 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