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Big Picture CRO

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Rand Fishkin's presentation on

Rand Fishkin's presentation on

Published in: Technology, Design

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  • excellent presentation
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  • SeoMoz (http://www.seomoz.com) and Rand are doing a great job most of the time, but using these many acronyms on a slideshare presentation without explaining them... keeps me away. I also want to check if I can add urls in comments, guess why?
    (no, not affiliated with seomoz)
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  • This is a very nice slide deck. You guys always put together some great content. I do have 2 suggestions.

    First, slide 27: the Venn Diagram that brings Customer Intent and Website Purpose together should have a circle for Business. I've seen some companies move their website away from their business objectives by optimizing for conversion. Its important to move the three circles together (business, website, and visitors).

    The second is that at the end of the day, Conversion Rate is just a number. If the same increase isn't felt in the business metrics, it doesn't matter. Sometimes even a decrease in conversion rate can increase revenue, often in the case of price increases.
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  • Rand,

    Awesome job bringing out some BIG PICTURE CRO items. Not a lot of people take the time to look at this as a whole rather than button colors and minor CTA tweaks (although those are important too :). You're a fantastic speaker, very motivating!

    All my best,
    Darren
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  • Very nice
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  • 1. From my blog: http://moz.com/rand/
  • 2. Most testing platforms have this built in. If you need a generic one and some tips on statistical significance, Avinash’s post here has good stuff: http://www.kaushik.net/avinash/excellent-analytics-tip1-statistical-significance/
  • 3. Via: http://moz.com/rand/the-growth-of-web-marketing-fields/
  • 4. From Conversion Rate Experts’ case study (which is definitely worth a read): http://www.conversion-rate-experts.com/crazy-egg-case-study/
  • 5. CRE detailed their results with us here: http://www.conversion-rate-experts.com/seomoz-case-study/
  • 6. Data and charts via: http://blog.tagman.com/2012/03/just-one-second-delay-in-page-load-can-cause-7-loss-in-customer-conversions/ ROI of page speed calculator: http://www.tagman.com/conversion-loss-calculator/
  • 7. Data and charts via: http://blog.tagman.com/2012/03/just-one-second-delay-in-page-load-can-cause-7-loss-in-customer-conversions/ ROI of page speed calculator: http://www.tagman.com/conversion-loss-calculator/
  • 8. Data and charts via: http://blog.tagman.com/2012/03/just-one-second-delay-in-page-load-can-cause-7-loss-in-customer-conversions/ ROI of page speed calculator: http://www.tagman.com/conversion-loss-calculator/
  • 9. From Avinash Kaushik’s post: http://www.kaushik.net/avinash/tips-for-improving-high-bounce-low-conversion-web-pages/
  • 10. Good place to find great designers: http://dribbble.com
  • 11. Via Kyle Rush: http://kylerush.net/blog/optimization-at-the-obama-campaign-ab-testing/
  • 12. Via Kyle Rush: http://kylerush.net/blog/optimization-at-the-obama-campaign-ab-testing/
  • 13. The $300mm button story is a great anecdotal piece on this http://www.uie.com/articles/three_hund_million_button
  • 14. From this excellent infographic: http://www.zippycart.com/infographics/how-sales-messaging-affects-conversion-rates.html
  • 15. From this excellent infographic: http://www.zippycart.com/infographics/how-sales-messaging-affects-conversion-rates.html
  • 16. Zappos’ great videos and detailed images help make them a standout in the field of online retailing: http://www.zappos.com/puma-future-cat-remix-2-ferrari-dandelion-black-high-risk-red
  • 17. http://www.commoncraft.com/common-craft-video-dropboxcom-effective →
  • 18. Three must-read links on video for conversion: http://conversionxl.com/how-to-use-video-to-increase-conversions/, and the case study data for eParty: http://www.internetretailer.com/2011/02/22/videos-boost-online-profile-eparty-unlimited and for Premiere Game Tables: http://blog.treepodia.com/2011/03/ecommerce-video-roi-a-case-study/. I also highly recommend http://wistia.com which we use at Moz for video.
  • 19. Great post on case studies and lessons learned: http://moz.com/blog/lessons-learned-from-21-case-studies-in-conversion-rate-optimization-10585
  • 20. From Unbounce: http://unbounce.com/conversion-rate-optimization/544-conversion-rate-optimization-tips/