Conversion Rate Optimization


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Tested conversion optimization tips to increase sales. Hands-on strategies that you can do yourself which include: usability, A/B testing, web analytics and advertising tools, sustained by software vendors’ case studies.

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Conversion Rate Optimization

  1. 1. Conversion Rate Optimization Tools and Best Practices to do it yourself Adriana Iordan VP of Web Marketing @Avangate
  2. 2. 1. Conversion Optimization Factors 2. Research & Analysis 3. Examples on how to gather insights 4. Where to start? 5. Experiments we’ve done on shopping carts 6. Conclusions Agenda
  3. 3. Drivers / Persuasion 1. Motivation - the reason a customer comes to your page. 2. Value Proposition - the one reason customers should buy from you over competitors 3. Incentive / Urgency – why act now Inhibitors / Usability 1. Anxiety- customer’s reasons that are preventing them from continuing in the sales funnel. 2. Frictions / Distractions - things that get in the way of your offer Conversion Optimization Factors* * Based on the MarketingExperiments formula
  4. 4. How to find out about your prospects? • Web Analytics Data Segmentation • Surveys – current customers, trial users, users who uninstalled your software, visitors • Face to face selling / Become your own customer • User Testing / First impressions • Click Mapping Tools • Competitive analysis Research and Analysis
  5. 5. UsabillaTest - example Imagine you want to buy one piece of video conversion software to convert your holiday videos into an iPhone format and then send it to your friends. Used a sample of 50 participants engaged on Twitter / other social networks
  6. 6. Usabilla Test example 3 questions for 5 video conversion software product pages: 1. Click on the information that indicates that this software is what you are looking for. 2. Click on the elements you like on this page. 3. Please add a note saying what you think is missing from this page.
  7. 7. example Task Description 1. Asses if the software presented on this page fits your needs. Tell us what convinced you or not. 2. Now that you have set up your mind for it, go through the process of buying it. How easy or difficult was it? 3. If this weren’t a test, would you have made a purchase? Why or why not? Scenario You want to buy a software product for converting your holiday video to an iPhone format so you can then show it to your friends.
  8. 8.  Lack of understanding what Free Download means – confusion: “Download is Free but a 70% discount is offered for purchase.”  Difficulty in understanding the licensing model: “are there renewal annual costs? What about upgrading?” One user understood that the Personal license was for non-profit organizations because of the text: „for non-profit purposes only”.  Difficulty in finding the “How to convert a video to iPhone” section (it was listed under the left menu) What we’ve learned? • 70 minutes of raw video from UserTesting (6 users) • Heatmaps + notes from testers for the client website + competitors - different reactions for the same motivation (samples of 30 users per each variation)
  9. 9. Where to start? 1. Create a list of objections + issues 2. Find ways to overcome them / Prioritize 3. Start testing / Review 4. Retest Start where your money is: 1. End of the conversion funnel: Cart & Checkout pages; Product pages 2. Pricing pages 3. Tests on pages that affiliates use 4. Navigation pages 5. Entry pages for expensive traffic Test first on your good performing pages
  10. 10. Store test Concurrent call to actions, old design not outlining the trust elements Source:
  11. 11. Winner After a series of A/B testing they increased their sales by 20% They focused on: • Frictions / Distractions: clear call to action buttons, fresh design • Anxiety reduction elements: reassurances (explicit guarantee that people can download the software lifelong). Better communication of their value proposition
  12. 12. Experiments we’ve done - Notes 1. Used our incorporated A/B testing platform 2. Omniture SiteCatalyst / eCommerce tracking & GA 3. Segmentations: language, countries, sources traffic: direct/affiliates, flows 4. Conclusions based only on statistical relevant data: • (we use this calculator shared by Microsoft) Shopping Carts
  13. 13. Facts about the shopping cart Important factors we work - Inhibitors: (anxiety and distractions) • Consistency, clarity • Look and feel • Security information Shopping carts are part of your website, not an external apendix (even though technically they work like this)
  14. 14. • Purchase flows (checkout split testing) • Look & feel (removing distractions: navigation, clutter) • Trust, security, confidence elements • Localization • Extra revenue factors (cross sells, backup cd, DIS, upsells, etc) What to test?
  15. 15. Experiments we’ve done 40.4% to 47.7%, which translated into an 18% increase in sales in one month only.
  16. 16. Shopping cart example 15% increase in conversion rate, 10% revenue increase in 1 month.
  17. 17. Localization • Kept only the elements that are related to French language • Local payment methods, phone numbers outlined • Localize your templates for at least top 3 countries • Increase in sales by 15% in 1 month
  18. 18. Shopping cart example Main focus on making the buying experience easy while also taking advantage of methods for increasing the average order value.
  19. 19. Results Decrease in conversion rate, increase in revenue and profit
  20. 20. More testing • 2 columns template: one page checkout • Horizontal cross selling • Look & feel consistent to their design • Security info next to the Payment area Increased sales by 15% in one month.
  21. 21. Upselling variations Checkout template for an affiliate who wanted to test if they can increase the AOV by displaying as an overlay the upselling options. Revenue per click increased by 12%
  22. 22. Best TIP ever No matter what, NEVER STOP TESTING Think of it like this: Every Test You Don’t Start Might Cost You Money
  23. 23. 1. Find the desires / objections your visitors have and the ways to overcome them 2. Keep in mind the 5 factors when prioritizing the optimization projects 3. Use tools to see the WHY not only the WHAT 4. Take a look at your best performing pages in your sales funnel 5. Develop a habit in testing everything, assume nothing Conclusions
  24. 24. Resources: 1. 2. 3. 4. 5.
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