A quick introduction! • 5 years + obsessing about the Conversion Rate • Senior conversion optimisation consultant at LBi • Lead LBi CRO offering for the UK Skills: • AB testing • MVT • Conversion Rate Optimisation • Landing Page Optimisation • User testing • User Experience Design • Web Analytics
Why bother with conversion? Companies typically spend $92 Dollars getting people to their site and only $1 to convert them. Brian Eisenberg, SES NY 2011
What is Conversion Optimization?Conversion Optimisation –• Making a website easier to use?• Improving the conversion rate?
What is Conversion Optimization?Conversion Optimisation –“Conversion Optimization is the science and art of getting a higherpercentage of your web visitors to take action and becoming a leador customer.”WiderFunnel.com
What is Conversion Optimization?Conversion Optimisation –Conversion Rate Optimization is the continual process to encouragea higher percentage of your web visitors to take action, generate alead or become a customer.”
What is Conversion Optimization?Conversion Optimisation –Conversion Rate Optimization is the continual process to encouragea higher percentage of your web visitors to take action, generate alead or become a customer.” PROCESS
Step 1 – Understand your audience 2What and AnalyticsData/Web Where to Optimize? High PIGEONS STARS Goal: Increase Quality Goal: Monitor Closely * AB Test to optimise content * Ensure traffic and performance remains high * Target content based on traffic source Volume of Traffic to Page DOGS HIDDEN GEMS Goal: Reduce & Simplify Goal: Increase traffic & Find more * Ensure page does not have “prime real-estate” * Increase traffic to page through more targeted SEO/PPC/Campaigns * Move page deeper into site * Promote pages within site structure * Copy page characteristics to poorer performing pages Low Poor Page Performance Good
Step 2What and Where to Optimize? High PIGEONS STARS Page A Page A Volume of Traffic to Page Page C DOGS HIDDEN GEMS Page G Page F Page D Page H Page E Low Poor Page Performance Good
Step 2Segment • New v’s Returning • By Channel • By Browser • By Channel • Brand/Non-Brand Traffic
Step 2Segment - A personal experience? The following screens display the experience on: First visit Second visit Tenth visit Notice what changes…
Step 5Prioritise1st Fix User Experience Bugs2nd Be competitive3rd List opportunities in highest order that will have the greatest impact on your goal: Conversion Rate Optimization is the continual process to encourage a higher percentage of your web visitors to take action, generate a lead or become a customer.”
Clear Call to Action!Colour, Shape, Copy 3 x 3 x 3 = 27 combination MVT Buy Now Winner – Start Your Order 7% uplift Start your order Get it Now Conversion Tip: Test your C2A’s Buy Now Text Colour Location Size Shape
Step 9 – Take Action:Test & LearnOptimisation Testing Approaches. 1. AB Testing 2. Multivariate Testing (MVT) 3. Behavioural Targeting (BT) AB testing involves comparing one MVT allows multiple variations of BT is the reverse of MVT. By piece of content against another. a page to be tested by testing the targeting segments of website Visitors get randomly allocated content within the page (it’s very visitors (for example: visitors from one of the selected designs. much like running tens of AB tests Google) we can measure if Chose an equal split, or weight at once but without having to build specific messages or content more traffic to your control page all the page versions.) targeted to the segment improves (A) to lower any risk of impact. MVT allows you to understand conversion rate. This technique is very good for which section of the page is testing large design changes. responsible for driving conversion.
ContactsContact Details Phil Guilfoyle Senior Optimisation Consultant firstname.lastname@example.org @philguilfoyle Linkedin Phil Guilfoyle LBi Truman Brewery 146 Brick Lane London E1 6RU An LBi Group Company Reception: 020 7063 6465 www.lbi.com