Radically Improve Conversion Rates - eMSF 2009

Kayden Kelly CEO & Managing Director

Simple Changes can… Double your Conversion Rate!
B2B / B2C
Lead Gen / Ecommerce

March 22, 2009 Blast Advanced Media | www.blastam.com | (916) 724-6701 15 Benefit Cost Increase Conversion Buy More Traffic X 1 time 1 time What’s the best plan of action? 1 time Forever Forever!!!!

Optimize
your conversion rate!
Conversion Rate 2.15% Ecommerce Client Change Conversion Rate Increase Per Year 5% 2.3% $150,000 25% 2.7% $775,000 $1,500,000 50% 3.2%

March 22, 2009 Blast Advanced Media | www.blastam.com | (916) 724-6701 17 FREE Tools Analytics - Website Optimizer - 4Q Survey How do you increase conversion? Pyramid Credit: Future Now Fix what is broken first! Biggest Conversion Gains

Let your USERS design your site
Who should design your site? X Marketing IT Management Agency

Feel Smart
Sense of Accomplishment
Reduce Stress
Confirmation
Reassurance
What users want

Motivate (by Segment) Design your site to meet specific user needs and goals. Use motivators to draw different user "personae" into specific parts of your site.
User task flow Who are your users? What are their tasks and online environment? For a site to be usable, page flow must match workflow.
Architecture – it's 80% of usability Build an efficient navigational structure. Remember – if they can't find it in 3 clicks, they're gone.
(Affordance) Make obvious how to interact with page Make controls understandable. Avoid confusion between emblems, banners, and buttons.
Replicate Why reinvent the wheel? Use best practices (80%) and fine-tune to your specific site the last (20%). Use ergonomically designed templates for the most common 8-12 pages.
Top 10 Web Usability Principles © 1996 - 2009 Human Factors International Inc.

Usability test along the way Test early in design using low-fidelity prototypes. Don't wait until the end when it's too late. Know the technology limitations Identify and optimize for target browsers and user hardware. Test HTML, JavaScript, etc. for compatibility.
Know the technology limitations (iPhone Popularity Skyrocketing!) Identify and optimize for target browsers and user hardware. Test HTML, JavaScript, etc for compatibility. Most websites have huge problems here!
Know user tolerances (Fast! Big Factor in Enterprise SEO) Users are impatient. Design for a 2-10 second maximum download. Reuse header graphics so they can load from cache. Avoid excessive scrolling.
Multimedia – be discriminating Good animation attracts attention to specific information, then stops. Too much movement or static visual noise distracts, slowing reading and comprehension.
Use analytics Monitor traffic through your site. Which pages pique user interest? Which pages make users leave? Adjust your site accordingly.
Top 10 Web Usability Principles © 1996 - 2009 Human Factors International Inc.

5 March 22, 2009 Blast Advanced Media | www.blastam.com | (916) 724-6701 20 1 – Measure & Analyze Website Optimization Strategy ** Repeat Indefinitely ** 2 – Get to Know Audience 5 – Setup & Run Tests 4 – Make & Track Changes 3 – Identify & Prioritize Issues

What People Do

Setup Goals Are people taking the desired actions?
Configure Goals
Setup Funnel Steps

Where are people abandoning in the process? Weakest Link in Checkout Funnel

Complete Arkangel Shakespeare Searches 119 Sales 0 Setup “Site Search” Tracking in Google Analytics Are they finding it and buying? What are your users looking for?

Segment your analytics data

Losing 2 of 3 users on Popular Pages Top Exits

Another Great, Cheap Tool!

Why People Do What They Do

4Q Surveys (Free Tool)

Usability Tests are Cheap & Eye Opening!
Watch & Listen to Identify Obstacles
Where , How, Why

Weak Links
Changes
Test
Validate
Repeat

Start Testing (It’s FREE!) minimum 2-4 Weeks ~100 conversions per combination Traffic Website you have this right?

A/B Testing A B VS. original new

A - Original A

A Variation 1 B

Added
Email Newsletter
A Variation 2 B

Added
Email Newsletter
How did you find us?
A Variation 3 B

A: Original B: Variation 1 +42%
B: Variation 2
Email Opt-in
+17%
B: Variation 3
Email Opt-in
How did you find us +30%
A / B Test Winner?

Email Opt-in & How Heard -11% Email Newsletter Opt-in -25% Not Just Layout…

Decrease Cost Per Acquisition (More $ 4 PPC)
Decrease Bounce Rates
Eliminate Subjectivity (HIPPO)
Let your Users tell you what works BEST
What to Expect from Testing - GWO
Increase your conversion rate
Make People who visit your site Happy !
“ How easy it was to navigate; it was not so easy last time I tried it about 3 months ago! Thanks for the improvement!” “ Very nice website, easy to use, which is nice!”

Credit: Jim Sterne, Web Metrics Book
Funnel Problems?

Simple Changes Testimonials Images Readability User Pathways Call to Action Offer/Bonuses Navigation/Layout Tagline/USP Headline Intro Text Home

Detail
Testimonials Image Guarantee/Returns Benefits/Reviews Call to Action Offer/Bonuses Navigation/Layout Tagline/USP Headline Intro Text Cart Ordering Options Cart Images Call to Action Messaging/Offers Navigation/Layout Category Sort/Filter Navigation/Layout Tagline/USP Headline Intro Text Home Testimonials Image Readability User Pathways Call to Action Offer/Bonuses Navigation/Layout Tagline/USP Headline Intro Text 25% 25% 25% 25%

2x Your overall site Conversion Rate!

2x Your Revenues!

Overnight! (actual results may vary and typically take 3 months to 1 year . If you have excessive pains please consult a professional)

Continuous Improvement is the key! Monthly Revenues up 70%+ over record sales

Double Your Conversion Rate!
Category/Search Product Cart Checkout Orders Site Visitors 60% 50% 30% 82% 2,952 Conversion Rate Average Order Value Total Sales 2.95% $65.00 $191,880 Before Home 100,000 40% 7,362 7.36% $478,530 100,000 After $65.00 82% 75% = +25% 63% = +25% 38% = +25% 50% = +25%

$286,650/month $3.4 million /year

How achievable is this really? Key Funnel Step & Top Landing Page 17 Destination Pages on site Before After Conversion Rate 3% 19% Increased Conversion 591%

What are we testing?
What is a conversion?
Action want to test
Hypothesis?
State Question
Predicted Outcome
Test Plan

Best Practices are starting point, they are not rules, you must Test!
Keep it Simple & Bold (major changes, fewer variations - A/B)
Conversion within 1-click
Test Pages with Most Potential Impact
Top of Funnel
Higher Traffic
Key Process Step
It’s just an Experiment right? (Carry out tests just to see what happens)
Be Patient (Don’t Get Frustrated and Don’t Rush to conclusions)
Top 5 Website Optimizer Beginner Tips

Intermediate Tips
Start doing Multivariate Tests
Disable Multivariate Combinations you don’t want before you start
Disable Poor Performing Variations
0/36

Intermediate Tips
Use WASP to see what tools your competitors are using

Advanced Tips
How do you measure conversion on a video or a non-commerce site where the primary conversion is to watch the video or read the content of the page?
Time Spent on page

Advanced Tips
Segmentation
For example, Member vs Non-Member
Persona A ( +8-10% )
Persona B ( -4% )

Advanced Tips
Link Click Tracking
Move forward in funnel !!!!!!!
Track Phone Call Conversions in Google Analytics
www.Ifbyphone.com
Combine GA + GWO
Review differences in AOV
Requires enabling “Ecommerce Tracking” in Google Analytics

Why Optimize for Conversion?
Testing is your Insurance Policy to avoid harmful changes
Maximize your website and marketing investments
The tools are all FREE or Inexpensive
Opt-out of the recession with little investment

Put the best info and calls to action Above the FOLD (avoid false bottoms that make users think there isn’t any more content)
Repeat your Call to Action throughout a long page
Add a Form to the page to generate leads or even order your product
Make Calls to Action contextual and specific to content of page versus generalized calls to action
Call to Action Button Design (shape, style, size, color, whitespace, grouping, etc)
Customer Centric copy with benefits not just features (We We Calculator)
Remove Clutter (Dense well organized and separated content is not clutter)
1 versus 2 versus 3 column layout
Move content around on page
From Right-side to Left-side
Change paragraph/content order (Make sure you use the funnel style of writing for the web with most important point at top to fine points at the bottom (i.e. details)
Test Variations of Navigation and on some landing pages it might even be best to remove some or all navigation
Add categories/sub-categories to your home page - order and weight by popularity/importance
Emphasize Important Content (Bold, Larger/Colored Font, etc)
Large Headlines with clear user benefits
‘ Top 5 Reasons to stop ____’
‘ Why you need ___’
‘ 3 Things you may not know that could kill you’
Make your content scannable
Add Sense of Urgency messaging like ‘Sale Ends Today’ or ‘Only 5 Left’
Different Fonts (Sizes, Colors/Contrast, Styles)
Tagline/USP in header that provides distinct positioning/differentiation
Increase body copy (just enough) to overcome all common objections
Top 50 Tips on What to Test using Google Website Optimizer
Rearrange
Answer who, what, when, where, why and how
Summarize/bulletize benefits at bottom of page
Add Testimonials (with photo, name, company, logo, title)
Add Media Logos (if featured in news) or other logos of things that will add credibility
Larger/Wider Search Box
Remove Instructions since it should be easy to use and not require any explanation (of course you may need to improve your page first)
Test Images
Show your product/service in use to demonstrate benefits and so user can better imagine what it would be like to own it and how would improve their life
Show happy customers (with product if applicable or after using product, etc)
Tell a story with product images
More than one image (especially different views from side, back, top, bottom)
Larger versus smaller versus no images (no images has surprised many as the best result in some cases)
Add Ability to Zoom
Add Captions under your image
Add Call-outs to draw attention to parts of a photo/image and add info to point out most important aspects
Offer other ways to order by phone and fax (in cart)
Removal or de-emphasis of coupon/promo field in cart/checkout
Ajax/DHTML to hide optional form elements unless needed
Remove unnecessary fields or change order of fields
Visually Group and separate related fields
# of checkout steps (1 vs 2 vs 3 vs 4)
Repeat main offer and benefits in cart
Upsell on add to cart action or in cart
Add Guarantees, Return Policies, Privacy Protection (if ask for personal email/info)
Credit Card and other payment logos when asking for payment info
Add Reassurance Logos like Verisign, BBB online, McAfee Secure, Trust, and etc.
Increase/Decrease Prices (your pricing can cause concern by being lower than someone expects especially compared to your competitors)
Odd Pricing ending in 9’s and 7’s
Different Offers
Free Shipping
Save 20%
Buy 1, Get 1 Free
Buy now, pay later
Pay in installments
Free trial
Longer/shorter commitment
More/less Product Copy
Tabbed content versus long page of content
Add reviews
In Stock Messaging (above or below add to cart)
Rich media like Video and Flash Animation
Click to Call, Live Chat, and other widgets
Ability to sort, filter, rank, and search product category and sub-categories
Proximity of content elements
Add vertical/horizontal space
Move closer or farther away from certain content on the page to see if proximity helps or hurts
Phone Numbers - where they are placed, how obvious, and know that different phone numbers may actually impact conversion
Faster loading pages (Optimized Images, etc) as load time can be a big impact
What is clickable - users expect almost everything to be clickable ( www.CrazyEgg.com )

Twitter @blastam Website Optimization Blog www.blastam.com/blog Website Optimization Platform www.motivitycms.com Thank you! Top 50 Tips for What to Test www.blastam.com/blog Email [email_address]

www.MotivityCMS.com (Subsidiary of Blast Advanced Media)
Integrated with Salesforce.com, Constant Contact, Google, etc.
Flexibility
Streamlined Checkout (No Registration Required)
Robust Promotion Mgmt
Up/Cross-Selling
100% Search Engine Friendly
Marketing Focused
Website Optimizer
Analytics
Adwords
Maps
Graphing
Base
Checkout
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Price Points
Product Copy
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Customer Service
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Radically Improve Conversion Rates - eMSF 2009

by Kayden Kelly on Nov 02, 2009

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Radically Improve Conversion Rates - eMSF 2009 — Presentation Transcript