Increasing Conversion Rate

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A section from my presentation at Range's 2009 Client Summit on increasing conversion rate.

A section from my presentation at Range's 2009 Client Summit on increasing conversion rate.

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  • How to improve your conversion rate and drive more revenue from your current customers. And then how to actually do it.Improving conversion rate through onsite testingWhat is it? Simply, changing aspects of a users experience on your website to increase their likelihood of converting.A/B testingMV testingUX enhancementsUsabilityWe’ll go over strategy, what to look for, and what you need to get startedMark joining for a Q&A to help you get started by:Getting buyoff internallyDefining the team you’ll need to work withOvercoming some very common hurdles.
  • Why bother? Revenue and profit. It’s the climax to every marketing story, so let’s just be honest about it early. You need: 1. To create strategy 2. To create plan 3. To execute
  • Creating a strategy? This basically means “what do we test and how.” Now, we want to get you started on the right foot, so think initially about this in terms of what not to test. We want to avoid needles. Sound advice right? The point is that we want to move the haystacks. I promise you that there is not one tiny thing wrong with your website that is going to change your business.Alright that’s great advice, what the hell do I mean by it?
  • Stay away from needles! They are bad. They are often just as expensive as haystacks to test and they simply do not drive significant sustainable gains. So, what should we test? How do we know something’s worth testing? There are three things we care about. Volume, impact, and investment.
  • We’re on our way now!Hopefully you’re saying: I want more revenue I can do that through onsite testing I know what to ignore I know how to identify good opportunitiesI love it, but slow down. Now you need a plan. But we have you covered.Just as important as the test and the results is the plan and documentation. Three reasons:Documentation helps you remember what you were thinkingDocumentation helps you learn fasterDocumentation keeps you honestDocumentation by the way, becomes your plan. I use them interchangeably. If you want to be like me I would be flattered.
  • Find opportunitiesKeep the program goingCommunicate learnings internally
  • NOT to make creative changes. Do this externally unless you have someone around to take care of itARE there to make creative approval happen fastTo provide perspective and maintain continuity between tested content and onsite content
  • This doesn’t have to be a programmer (often shouldn’t be)Exist to honestly evaluate how realistic something is and to create solutions when something is “impossible”This position is often the point of failure (that’s a joke that a technical stakeholder would get)To take stock of where we are (hopefully): - we want more revenue - we can do that with onsite conversion optimization. Just need: - a strategy - a plan - to do it(next)

Transcript

  • 1. Increasing Conversion Rate
    …through Onsite Conversion Optimization
  • 2. Our 15 minute guide toincreasing revenue and profit.Strategy / Planning / Resources / Execution
  • 3. It is never the needle.
  • 4. Button color
    Font
    Font color
    Capitalization
    Punctuation
    Most MVT
    Shades
    Border width
    Pages without traffic
    needles.
    needle.

  • 5. It doesn’t matter what this sentence says.- versus -It does not matter what this sentence says.
  • 6. Is it high volume?
  • 7. Does it have high impactpotential?
  • 8. Is the testing investmentacceptable?
  • 9. Document everything.HypothesisVariablesSuccessMetricsResultsNextSteps
  • 10. Hypothesis:Using color, weight, and underlining in my presentation will increase audience comprehension.
  • 11. Variables:Keyword style in presentation.
  • 12. Success Metric:Number of conversations after presentation.
  • 13. Results:To be determined.
  • 14. Next Steps:To be determined.
  • 15. You will need one of each of the following resources:
  • 16. A marketing stakeholder.
  • 17. A creative stakeholder.
  • 18. A technical stakeholder.
  • 19. Test what matters.Build a plan.Define your resources.Execute, evaluate, iterate.
  • 20. Continue the discussion?nicholas.ward@rangeonlinemedia.comaim: enndotthttp://www.rangeonlinemedia.com/http://www.checkoutoptimization.com/