iGB Down Under - Site Optimization & Conversion Strategies

Conversion Optimisation Testing and tuning for conversions

The Online Marketing Mix
Where is your attention right now?
Web Design (branding)
Search Engine Optimisation (rankings, unique visitors)
Pay Per Click/ Advertising (CPA, CTR’s)
Affiliate Marketing
Analytics (bounce rates, return visitors)
Email Marketing (open rates, unsubscribe rates)
Primarily Acquisition or retention focused
But what happens when customers get to your site?

Conversion is frequently the missing link between
Acquisition & Retention

Conversion is really all about ‘Outcomes’

What are you currently reporting on?
Page Views
Time on site
Rankings
Top exit pages
Etc!!!

Rule1
Keep it simple

< FOUR
‘ Outcome’ focused metrics
are all you probably need to
follow.

Sales Leads AOV Membership signups What action do you want a visitor to take? What is the purpose of the site?

Start with
Who?
How Much?

RULE 2
Segment, Segment, Segment

Who is current visiting your site?

picture
SEO PPC Email Direct Affiliate

A great system….

C = 4m + 3v + 2(i-f) – 2a
Source: Marketing Experiments

100% = free beer

M = channel
(segmentation)
“ Where are they coming from?”

V = Key Value Proposition
What makes you so different?

2(i-f)
Incentive - Friction

2a
Anxiety

Your goal
C = 4m + 3v + 2(i-f) – 2a
O

Landing Page Optimisation is the biggest profit driver
under your control

Why does it matter?
What happens if conversion goes up, and your ad spend stays the same?
Costs less to get customers
Can get more customers for same spend
Can afford to bid higher than your competition
ROI improves
You get a raise

How sites are built: The old way
Designers come up with something that looks good
Board room meetings - nicest tie decides
Changes made out on the site
Hope and a Prayer
A lot of money gets spent
Sales/Conversions go up… or down.

Test, test, test!!
What is it? Showing different designs randomly to different customers.
Let your customers help tell you what will make them buy, take action
A forced survey of sorts
Systematic way to find out “what works” for your When/Where/Who combination?
Every offer is different
A Better way….

What changes when you test?
Designers come up with several ideas
Board room meetings- nicest Tie decides
Hope and a Prayer
A lot of money gets spent
Everyone is nervous
Sales go up, down or stay the same

What changes?
Designers come up with several great ideas
Test is designed to validate which idea works best
Top performer is discovered and confirmed
No one is nervous
Conversion/ ROI/ Sales go up

So what do I test?
Uncovering issues…
Google Analytics - Start with conversion goals – build your funnel !
Are you tracking onsite Search?
Traditional methods still work too – surveys, customer service reps, forums.
Online / Offline

Measuring Success
Show me the numbers.. (but I only need a few)
Conversion KPI’s
Conversion Rates Is 3 % your target?
Bounce rates 25%-40% is normal
Top exit pages

What to test….
Layout
Copy
Headings
Images
Buttons
Navigation
Traffic (eg SEO vs PPC)

A/B Testing
Test two ideas at a time
Full Factorial Multivariate testing
Can test more than two, but its slow
Fractional Multivariate (ie Taguchi)
Can test dozens or hundreds at a time, quickly.
Methodologies

Example Campaign: Arrowvoice & Data wanted to optimise their website performance. The original landing page suffered from a couple of issues. The main issue was that there were too many call to actions, which confused visitors to the page.

Taguchi Optimisation Design: The following factors (or variables) were chosen for the optimization, creating 81 unique combinations: Headline (3 options) Greeting (3 options) Image 1 (3 options) Image 2 (3 options) The next pages detail these variables and let you “get inside” our heads on the results/analysis for each one. Greeting Headline Image 1 Image 2

The Result: The live chat proved to be the most important variable on this page. The first option was the clear winner.

Test Results: Two variables were shown to carry the most influence on response. We also observed the image as being very important. This is summarized in the “predicted best recipe” section on the right. This recipe performed: 250% better than the control. (10% vs. approx 4%)

Websalad.com.au
Conversion Optimisation Specialists
Search Engine Optimisation
Online Reputation Management
Level 2, 2 Barrack St
Sydney NSW 2000
[email_address]
PH: 02 8028 4000

iGB Down Under - Site Optimization & Conversion Strategies

by iGB Affiliate on Apr 02, 2010

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