CONVERSION RATE OPTIMIZATION
because it’s effing awesome
Georgiana Laudi
Director of Marketing, Unbounce
@ggiiaa
slide deck...
are you social?
#MTLGG
@MTLGirlGeeks
@unbounce
@ggiiaa
Presentation Slides bit.ly/mtlgg-cro
MOST
MARKETING
IS
BROKEN
marketers are
DISRESPECTING
the click
OF MARKETERS ARE
98%
DOING IT WRONG
Yesterday’s home runs,
DON’T WIN
TODAY’S GAMES.
~ Babe Ruth
So, how do we fix
marketing?
provide better experiences.
CONVERSION
RATE
OPTIMIZATION
CRO is the method of
creating an experience for a
website or landing page
visitor with the goal of
increasing the percenta...
if content is king
~ John Munsell, CEO of Bizzuka
CONVERSION
IS QUEEN
Never start a marketing
campaign without a
dedicated landing page
Otherwise known as the
NSAMCWADLP principle
why?
1. Attention Ratio
2. Message Match
Attention Ratio
The ratio of interactive elements
(links) on a page, to the number of
campaign conversion goals (which
is ...
Typical
Homepage
Experience
Targeted
Landing Page
Experience
3% Purchase rate 30% Purchase rate
6 flavors24 flavors
project management software for teams
Project Mgmt Software!
quickbase.intuit.com/
Attention
Ratio
80:1
TOO. MUCH. CHOICE.
CONVERSION RATES
GO UP
AS ATTENTION RATIO
GOES DOWN
Message Match
The ability of your destination
(landing) page to match the content
and messaging of the upstream call-
to-a...
cheap flights to europe
Cheap Flights to Europe
www.onetravel.com/Flights-to-Europe
Save Big w/ Our Low Fare Promise.
Book ...
project management software for teams
Business Tools for Teams!
www.google.com/apps/business
Get email, calendar, docs & m...
next day flower delivery
Next Day Flower Deliveries UK!
www.iflorist.co.uk/NextDayFlowers
Get 10% Off A Beautiful Range Of
F...
project management software for teams
Simple Project Management!
www.smartsheet.com/
2,000,000 people tried Smartsheet®.
N...
Perfect
Message Match
free help desk software
The #1 Free Helpdesk Tool!
www.freshdesk.com/
Ticketing, kbase, forums & more.
Signup for a free 3...
Perfect
Message Match
THE TOPHER GRACE EFFECT
how?
1. Landing Pages
2. A/B Testing
Landing Page
A single web page that appears in
response to clicking on a search
result or an online advertisement
or promo...
Where would I use a landing page?
Paid Marketing:
PPC
Social Ads
CPC
CPM
Content Marketing:
Blog Subscriptions
Newsletter ...
5 Elements of
High-Converting
Landing Pages
1.Unique Selling Proposition
2.Hero Shot
3.Benefits
4.Proof
5.Call-To-Action
5 Elements of a High-Converting Landing Page
1. The Unique Selling
Proposition (USP)
Image credit: smallmeasure.com
“You get fresh, hot pizza
delivered to your door in
30 minutes or less – or
it’s free.”
1.Unique Selling Proposition
2.Hero Shot
3.Benefits
4.Proof
5.Call-To-Action
5 Elements of a High-Converting Landing Page
2. The Hero Shot
Image credit: Au bout de la route
5 Elements of a High-Converting Landing Page
1.Unique Selling Proposition
2.Hero Shot
3.Benefits
4.Proof
5.Call-To-Action
3. The Benefits
Image credit: Nutrella
5 Elements of a High-Converting Landing Page
1.Unique Selling Proposition
2.Hero Shot
3.Benefits
4.Proof
5.Call-To-Action
4. The Proof
Image credit: Blouin News
5 Elements of a High-Converting Landing Page
1.Unique Selling Proposition
2.Hero Shot
3.Benefits
4.Proof
5.Call-To-Action
5. The Call-To-Action
(Conversion Goal)
Image credit: PatioTuerca
5 Elements of a High-Converting Landing Page
1.Unique Selling Proposition
2.Hero Shot
3.Benefits
4.Proof
5.Call-To-Action
Benefits
USP
Call-to-Action
Hero Shot
Proof
Let’s see if you were
listening…
Call-To-Action
USP
Proof
Benefits
What element is missing?
A/B Testing
The act of running a simultaneous
experiment between two or more
pages to see which performs or
converts the b...
A/B Testing Terminology
Control - A page that acts as the benchmark to measure the
success of your test
Variant - A versio...
yawn
100%

Traffic
50%

Traffic
50%

Traffic
(Control)
Variant A
(Challenger)
Variant B
Increase
+ 2%
Conversion Rate
3%
Conversio...
(Control)
Variant A
(Challenger)
Variant B
Conversion Rate
3%
Conversion Rate
5%
+ 2%Increase
=
=
Conversions
100
Conversi...
Which test won?
23%
Variant A or Variant B?
Attention Ratio 6:1
43%
Variant A or Variant B?
13%
Variant A or Variant B?
32%
Variant A or Variant B?
21%
Variant A or Variant B?
I understand the results I don’t understand the results
Conversion
Improvement
Woo Hoo! You’re a split testing
genius. Mak...
You should always have time to
UNDERSTAND YOUR
CUSTOMERS.

If you don’t
SOMEONE ELSE WILL.
~ Jonatan Littke, CEO and co-fo...
Build, Publish & A/B Test Landing Pages Without I.T.
shameless plug:
Great CRO Resources
The Unbounce Blog unbounce.com/blog
!
The ConversionXL Blog coversionxl.com
!
The Landing Page Convers...
Start creating
better marketing experiences

try.unbounce.com/mtlgg
Georgiana Laudi
@ggiiaa
Slides bit.ly/mtlgg-cro
An Introduction to Conversion Rate Optimization, Landing Pages & A/B Testing
An Introduction to Conversion Rate Optimization, Landing Pages & A/B Testing
An Introduction to Conversion Rate Optimization, Landing Pages & A/B Testing
An Introduction to Conversion Rate Optimization, Landing Pages & A/B Testing
An Introduction to Conversion Rate Optimization, Landing Pages & A/B Testing
An Introduction to Conversion Rate Optimization, Landing Pages & A/B Testing
An Introduction to Conversion Rate Optimization, Landing Pages & A/B Testing
An Introduction to Conversion Rate Optimization, Landing Pages & A/B Testing
An Introduction to Conversion Rate Optimization, Landing Pages & A/B Testing
An Introduction to Conversion Rate Optimization, Landing Pages & A/B Testing
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An Introduction to Conversion Rate Optimization, Landing Pages & A/B Testing

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UPDATE: The original version of this presentation was deleted from Slideshare by accident.

Slides for “Intro to Conversion Rate Optimization" talk given on May 28th, 2014 at (my former side project) Montreal Girl Geeks event.

Published in: Marketing, Technology, Business

Transcript of "An Introduction to Conversion Rate Optimization, Landing Pages & A/B Testing"

  1. 1. CONVERSION RATE OPTIMIZATION because it’s effing awesome Georgiana Laudi Director of Marketing, Unbounce @ggiiaa slide deck inspired by Oli Gardner
  2. 2. are you social? #MTLGG @MTLGirlGeeks @unbounce @ggiiaa Presentation Slides bit.ly/mtlgg-cro
  3. 3. MOST MARKETING IS BROKEN
  4. 4. marketers are DISRESPECTING the click
  5. 5. OF MARKETERS ARE 98% DOING IT WRONG
  6. 6. Yesterday’s home runs, DON’T WIN TODAY’S GAMES. ~ Babe Ruth
  7. 7. So, how do we fix marketing?
  8. 8. provide better experiences.
  9. 9. CONVERSION RATE OPTIMIZATION
  10. 10. CRO is the method of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors that convert into customers. http://en.wikipedia.org/wiki/Conversion_optimization
  11. 11. if content is king ~ John Munsell, CEO of Bizzuka CONVERSION IS QUEEN
  12. 12. Never start a marketing campaign without a dedicated landing page Otherwise known as the NSAMCWADLP principle
  13. 13. why?
  14. 14. 1. Attention Ratio 2. Message Match
  15. 15. Attention Ratio The ratio of interactive elements (links) on a page, to the number of campaign conversion goals (which is always one).
  16. 16. Typical Homepage Experience
  17. 17. Targeted Landing Page Experience
  18. 18. 3% Purchase rate 30% Purchase rate 6 flavors24 flavors
  19. 19. project management software for teams Project Mgmt Software! quickbase.intuit.com/
  20. 20. Attention Ratio 80:1
  21. 21. TOO. MUCH. CHOICE.
  22. 22. CONVERSION RATES GO UP AS ATTENTION RATIO GOES DOWN
  23. 23. Message Match The ability of your destination (landing) page to match the content and messaging of the upstream call- to-action the visitor clicked.
  24. 24. cheap flights to europe Cheap Flights to Europe www.onetravel.com/Flights-to-Europe Save Big w/ Our Low Fare Promise. Book Cheap Summer Flights Now!
  25. 25. project management software for teams Business Tools for Teams! www.google.com/apps/business Get email, calendar, docs & more built for team productivity.
  26. 26. next day flower delivery Next Day Flower Deliveries UK! www.iflorist.co.uk/NextDayFlowers Get 10% Off A Beautiful Range Of Flowers Arranged By Local Florists
  27. 27. project management software for teams Simple Project Management! www.smartsheet.com/ 2,000,000 people tried Smartsheet®. Nothing to install. Try it free!
  28. 28. Perfect Message Match
  29. 29. free help desk software The #1 Free Helpdesk Tool! www.freshdesk.com/ Ticketing, kbase, forums & more. Signup for a free 30-day trial,now!
  30. 30. Perfect Message Match
  31. 31. THE TOPHER GRACE EFFECT
  32. 32. how?
  33. 33. 1. Landing Pages 2. A/B Testing
  34. 34. Landing Page A single web page that appears in response to clicking on a search result or an online advertisement or promotion.
  35. 35. Where would I use a landing page? Paid Marketing: PPC Social Ads CPC CPM Content Marketing: Blog Subscriptions Newsletter Signups Ebooks Whitepapers Guest Posts Local Event Registration: Meetups Seminars Conferences QR Code Destination Online Event Registration: Webinars "Whiteboard Fridays" “Hangouts On Air” Launches/Early Access : Product App Company Ecommerce: Product Pages Long Sales Letters Pay Walls Free Gifts Services: Consultant/Agency Services Portfolios Quote Requests Appointment Bookings/Service Calls Mobile Apps: Downloads Additional Product Promotion Ratings/Reviews Social Media Marketing: Contests Sweepstakes Giveaways Customer Onboarding: Demos Surveys Recruiting: Job Postings Email Marketing Campaigns (for all of the above)
  36. 36. 5 Elements of High-Converting Landing Pages
  37. 37. 1.Unique Selling Proposition 2.Hero Shot 3.Benefits 4.Proof 5.Call-To-Action 5 Elements of a High-Converting Landing Page
  38. 38. 1. The Unique Selling Proposition (USP) Image credit: smallmeasure.com
  39. 39. “You get fresh, hot pizza delivered to your door in 30 minutes or less – or it’s free.”
  40. 40. 1.Unique Selling Proposition 2.Hero Shot 3.Benefits 4.Proof 5.Call-To-Action 5 Elements of a High-Converting Landing Page
  41. 41. 2. The Hero Shot Image credit: Au bout de la route
  42. 42. 5 Elements of a High-Converting Landing Page 1.Unique Selling Proposition 2.Hero Shot 3.Benefits 4.Proof 5.Call-To-Action
  43. 43. 3. The Benefits Image credit: Nutrella
  44. 44. 5 Elements of a High-Converting Landing Page 1.Unique Selling Proposition 2.Hero Shot 3.Benefits 4.Proof 5.Call-To-Action
  45. 45. 4. The Proof Image credit: Blouin News
  46. 46. 5 Elements of a High-Converting Landing Page 1.Unique Selling Proposition 2.Hero Shot 3.Benefits 4.Proof 5.Call-To-Action
  47. 47. 5. The Call-To-Action (Conversion Goal) Image credit: PatioTuerca
  48. 48. 5 Elements of a High-Converting Landing Page 1.Unique Selling Proposition 2.Hero Shot 3.Benefits 4.Proof 5.Call-To-Action
  49. 49. Benefits USP Call-to-Action Hero Shot Proof
  50. 50. Let’s see if you were listening…
  51. 51. Call-To-Action USP Proof Benefits What element is missing?
  52. 52. A/B Testing The act of running a simultaneous experiment between two or more pages to see which performs or converts the best.
  53. 53. A/B Testing Terminology Control - A page that acts as the benchmark to measure the success of your test Variant - A version of a control page that has some changes to the page elements Element - A discrete unit on the page: a block of text, a form, a button, an image Test - A hypothesis that one version of an element will increase the conversion rate of the page Conversion - When a visitor takes the desired action on the page
  54. 54. yawn
  55. 55. 100%
 Traffic 50%
 Traffic 50%
 Traffic (Control) Variant A (Challenger) Variant B Increase + 2% Conversion Rate 3% Conversion Rate 5% = = How A/B Testing Works
  56. 56. (Control) Variant A (Challenger) Variant B Conversion Rate 3% Conversion Rate 5% + 2%Increase = = Conversions 100 Conversions 167 ($100/conv.) $10,000 ($100/conv.) $16,700 + 67%Lift The Math of CRO + $6,700
  57. 57. Which test won?
  58. 58. 23% Variant A or Variant B?
  59. 59. Attention Ratio 6:1 43% Variant A or Variant B?
  60. 60. 13% Variant A or Variant B?
  61. 61. 32% Variant A or Variant B?
  62. 62. 21% Variant A or Variant B?
  63. 63. I understand the results I don’t understand the results Conversion Improvement Woo Hoo! You’re a split testing genius. Make some notes & start your next test! (Pass) Really? Ok, run another test to figure out the next step. (Pass *kinda*) Conversion Decline Good save! Stop the test, make some notes & try a new hypothesis (Pass) Seriously, a kitten just died because of you… (Fail) Dealing with the Data
  64. 64. You should always have time to UNDERSTAND YOUR CUSTOMERS.
 If you don’t SOMEONE ELSE WILL. ~ Jonatan Littke, CEO and co-founder of Lookback
  65. 65. Build, Publish & A/B Test Landing Pages Without I.T. shameless plug:
  66. 66. Great CRO Resources The Unbounce Blog unbounce.com/blog ! The ConversionXL Blog coversionxl.com ! The Landing Page Conversion Course thelandingpagecourse.com ! The Ultimate Guide to A/B Testing get.unbounce.com/the-ultimate-guide-to-ab-testing ! Unbounce Guides & Webinars unbounce.com/resources
  67. 67. Start creating better marketing experiences
 try.unbounce.com/mtlgg Georgiana Laudi @ggiiaa Slides bit.ly/mtlgg-cro
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