This is a presentation about the very basics of conversion rate optimisation, organisational readiness, team building and agility. This event was organised by ADMA and Optus and presented by Michaela Aguilar.

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Power up your online performance
A brief introduction to Conversion Rate Optimisation [CRO]

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Consultants in AU and NZ
Agile and agnostic
Share knowledge
PEOPLE
CRO &
PERSONALISATION
MARKETING
AUTOMATION
TRAINING
ENABLEMENTSome of the brands trusting us
Catchi are CRO & Personalisation experts

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3rd Thursday of the month at ADMA
Next learning session 17 March @ 6pm
http://catchi.digital/cropros.html
Join CRO PROS on LinkedIn
ADMA discount for CRO PROS members:
20% on short courses.

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The basics

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What is Conversion Rate Optimisation?
Understanding the user
journey, needs and
behaviors.
Applying UXD and behavioral economics to
create tests to determine what achieves the best
results against KPIs (engagement/conversions).

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What is Conversion Rate Optimisation?
Understanding the user
journey, needs and
behaviors.
Applying UXD and behavioral
economics to change behavior.
Applying UXD and behavioral economics to
create tests to determine what achieves the best
results against KPIs (engagement/conversions).

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What is conversion rate optimisation?
Completing task online saves business time and money
Call center is part of CRO strategy

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How does A/B testing work?
• send 50% of traffic
• see how it converts
Variation A
Page or Email
• send 50% of traffic
• see how it converts
Variation B
Page or Email

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How does MVT (multi variant testing) work?

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How to calculatw the conversion rate
Examples:
1. Your “desired action” is for your visitors to pay a bill online.
2. If you have 1,000 unique visitors a day, and 20 of these pay
online, your conversion rate is 2%.

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Where is your organisation at?

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Changemanagement
Agile
Marketing
Velocity &
Scalability
CRO &
Personalisation
• Digital strategy
• Behavioral Economics
• Cross functional team
• Governance, compliance & complex processes
• Complex reporting & decision making
• Resources!
• Building capability & processes
• Conversion strategy
• Customer Journey Mapping
Organisational stages

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Create a cross functional team
Optimisation Manager
Scrum Master / Project Manager
Data Analyst
UX Designer
Developer
Content developer / Creative
Involve
Brand Managers
Product Mangers
Legal & Compliance
IT

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Create a cross functional team
Recruit a Project Sponsor who
is passionate about CRO!
Create buzz in your
organisation to raise interest
and keep the ideas coming!

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Use a systematic approach

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Systematic approach to improvement
Each area has individual effect
Combined profound effect
Status Quo
Value
Proposition
Site Structure
Content
Engagement

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Systematic approach to improvement
What goals are you currently measuring?
What are the current drop off points?
Are your analytics set up correctly?Status Quo
Value
proposition
Site Structure
Content
Engagement

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Systematic approach to improvement
A confused mind says no
3 seconds max to grab attention
Benefits over featuresStatus Quo
Value
proposition
Site Structure
Content
Engagement
IA
Content
Value
proposition

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Systematic approach to improvement
Make it easy to find information
Avoid unnecessary clicks
Establish a clear flowStatus Quo
Value
proposition
Site Structure
Content
Engagement

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Systematic approach to improvement
Does your content sell your value proposition
Be welcoming and inviting, think about the tone
Consistent content across channels & devicesStatus Quo
Value
proposition
Site Structure
Content
Engagement

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Systematic approach to improvement
Users need to be exposed 9 times before they take
action
Collect email address and offer something in return
Cookie and retarget!
Status Quo
Value
proposition
Site Structure
Content
Engagement

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Assess PIE before you test
Potential
Which pages or elements do you think
you can improve on the most?
Importance
Which pages or elements will yield the
highest net revenue increase if we can
increase their conversion rate?
Ease
Which pages or elements will be the
easiest to change, both technologically
and politically?
Importance
Ease
Poten9al

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The Catchi method/s

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1) Find the weakest link
Create a chain of “yes”
Find the weakest link in your process or funnel

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2) Create TRAC-tion
TM
Trust
Relevance
AppealClarity
Convert
Assess all components for optimal performance

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3) Use qualitative & quantitative insights

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Heatmaps

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User and usability testing
Live user testing
Eye tracking
Online user testing
UserTesting.com
Testmate.com.au

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Non intrusive user surveys
Feedback from visitors
Calculator use
Why do they leave
Why can’t they complete a task
Can’t they find what they look for

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Advanced techniques

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Capture and socialise information
Call center feedback
Social comments
Survey results
Web data
Financial results

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Working agile

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The secret is incremental success

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Each element will make a difference
Stronger Value proposition +10%
Clarity on landing page +15%
Better product display +8%
Improved process +12%
Better navigation +10%
Better price point +7%
Clearer font +4%

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Spaceships – metric: increase bookings

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Spaceships – metric: increase bookings
Choices and comparison

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Spaceships – metric: increase bookings
Choices and comparison
Subtle text changes

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Spaceships – metric: increase bookings
Choices and comparison
Subtle text changes
Explain “for who”

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Spaceships – metric: increase bookings
Choices and comparison
Subtle text changes
Explain “for who”
Green ticks

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Spaceships – metric: increase bookings
Choices and comparison
Subtle text changes
Explain “for who”
Green ticks
About the car

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+ 101.3% increase in bookings
Spaceships – metric: increase bookings
Choices and comparison
Subtle text changes
Explain “for who”
Green ticks
About the car

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The psychology of decsion making

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Behavioral economics unites classical economics, psychology
and behavioral sciences to understand:
how people make their decisions
when people make surprising decisions, repeatedly
how to shape people’s choices
Humans aren’t rational -
sometimes in predictable ways.
What is behavioral economics

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Examples
Confirmation bias
Select and notice what confirms ones belief.
Framing effect
Avoid risk when a positive frame is presented - seeking risk when a
negative frame is presented.
Choice overload
Difficult time making a decision when faced with many options.

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$9 plan $19 plan 2 options generally
result in cheaper
option chosen.
Add a 3rd unexpected option
shifts choice to the middle
”normal” option.
$9 plan $19 plan $39 plan
Middle bias and anchoring : safe choice

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Influencing choices

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Subscription type Cost per year Choice
Web only $59 16%
Print only $125 0%
Print and web $125 84%
Influencing choices

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Subscription type Cost per year Choice
Web only $59 16%
Print only $125 0%
Print and web $125 84%
Subscription type Cost per year Choice
Web only $59 68%
Print only n/a n/a
Print and web $125 32%
Influencing choices

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Quiz

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Get My Free PaperDownload paper
Quiz 1 – metric: form completion

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Version B +25%
“Get My Free Paper”
Quiz 1 – metric: form completion

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Static imagesCarousel
Quiz 2 – metric: purchase

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Version B +17.5%
Static images
Quiz 2 – metric: purchase

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“Drive five supercars: the US
supercar tour”
“Life is short. Just drive.”
Quiz 3 – metric: submit lead generation form

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Version A +34%
“Life is short. Just drive.”
Quiz 3 – metric: submit lead generation form

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Serious with glassesSmiling without glasses
Quiz 4 – metric: sign up

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Version B +32.8%
Serious with glasses
Quiz 4 – metric: sign up

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Quiz 5 – metric: increase in bookings
BenefitFeature

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Quiz 5 – metric: increase in bookings
Version B +8.5%
Benefit

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No more arguments!

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Secrects of CRO success

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Not every test will be a winner

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Give it time

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Have a strategy – assess your tests

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Optimise for revenue [or savings]

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Work towards balance
Traffic
CRO

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Link your testing tool to analytics

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If you want big results - make big changes

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Have fun with testing

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Remember these 7 tips!
① CRO done right will make a big impact on your bottom line.
② Your digital assets need TRAC-tion to be effective.
③ Ensure driving traffic works seamlessly with converting traffic.
④ Gain insights & ideas for testing from analytics, observations and feedback.
⑤ Assess before you test and every test will give you a learning.
⑥ Create a cross funcitonal team and recruit a project sponsor.
⑦ CRO is a long term commitment and a journey of incremental success.

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Questions?

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Join our blog on www.catchi.digital
Michaela Aguilar
General Manager
+61 410 502 570
michaela@catchi.com.au